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HomeMy WebLinkAboutOPM EPower PSA with attached Proposal PROFESSIONAL SERVICES AGREEMENT THIS AGREEMENT is entered into on the _6th day of May , 2025, by and between the City of Oshkosh (hereinafter referred to as City), 215 Church Avenue, Oshkosh, Wisconsin 54901, and E-Power Marketing, Inc. (hereinafter referred to as Provider), 280 City Center, Oshkosh, WI 54901. 1. Project/Timeline. City desires to engage Provider to execute the promotional plan developed in collaboration with the Oshkosh Public Museum (OPM), a department of the City, for the Tiffany’s Gardens in Glass Exhibition scheduled for display at the OPM from July 19, 2025 to January 3, 2026. The promotional plan will leverage advertising, social media, website updates, and email marketing to create engagement across multiple marketing platforms. 2. Consideration. The City and Provider agree to the terms and conditions of this Agreement in return for the monetary and other consideration described herein. The parties acknowledge the receipt of the consideration and further acknowledge that the consideration given and received is of sufficient value to induce them to enter into this Agreement. 3. Component Parts of the Parties’ Agreement. For convenience, the parties agree to compile various separate documents related to this project and incorporate them into this Agreement. Therefore, the terms and conditions of this Agreement may be in multiple places, and consist of the component parts described below. The component parts may or may not be physically attached to this Agreement. Regardless of whether or not they are attached, they are considered to be fully incorporated as a part of this Agreement. The component parts of this Agreement are: Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 2 a. The terms of this Professional Services Agreement, including any other documents or terms referenced and/or attached, but not including component parts identified below. b. Provider’s proposal - revised dated March 2025, which is attached hereto. c. The terms and conditions are listed above in order of importance. If terms and conditions in various component parts are conflicting, then the terms and conditions in the component part first listed will control over the conflicting term and condition found in the later component part. The preceding rule of interpretation may be modified by the parties in particular circumstances as described elsewhere in this Agreement or Amendment or Addendum hereto. 4. Representatives. The parties assign the following persons as the primary contacts for their respective interests related to managing and carrying out the tasks of this Agreement. These persons may be changed upon written notice from the party making the change. a. For the City: Anna Cannizzo, Museum Director b. For the Provider: Justin Tadych, Owner E-power Marketing 5. Scope of Services. Provider shall provide the services described in the component parts identified above. Any changes must be placed in writing and signed by both parties. Changes in scope may include a need to adjust the contract amount either up or down. 6. City Responsibilities. The City via OPM shall collaborate with the Provider to create and place content for social media, website, and email marketing campaigns. The City via OPM will work with the Provider to develop and implement digital marketing elements utilized by E-Power Marketing and their partners. The City via OPM will provide access to the Provider to OPM’s place pages, titles, meta-tags, links, content and other files on the Web server via FTP Access. 7. Responsibility for Content and Images, Indemnification. The City via OPM is responsible for securing all content and image permissions. The City via OPM is solely responsible for the accuracy of content on the Museum’s marketing platforms Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 3 which will be utilized by the Provider. The City via OPM is solely responsible for gaining the reproduction rights of marketing images and content from third party owners. The City agrees to indemnify and hold the Provider harmless against any liability for the improper use of any trademarked, copyrighted, or any other materials that have been used without prior permission of the owner of such materials. 8. Permission to use Oshkosh Public Museum Name and Logo. The City via OPM agrees to allow the Provider to use its name and logo on the Provider’s website and marketing materials. 9. Records and Deliverables. The Provider will collaborate with the City via OPM to execute a focused marketing campaign plan with strategies aimed at achieving the following key performance indicators: increasing admission sales, improving awareness and visibility of OPM, and growing the Museum’s membership base. The Provider will deliver performance reports of media analytics for this Project. a. Deliverables prepared under this Agreement shall become the property of the City upon completion of the services and payment in full of all monies due to the Provider. b. Provider’s deliverables are intended only for use related to the Project subject to this Agreement, and are not subject to any warranty or guaranty if subsequently modified or reused for a later project. c. Documents, including deliverables, created by Provider may subsequently be viewed by, or provided to, a third person as a public record not subject to redaction or withholding by applicable law. In such instances, neither party retains control over subsequent uses of these documents and therefore neither party shall consider the other responsible for such subsequent use. 10. Term and Termination a. Term. This Agreement shall commence upon the date indicated above and shall terminate on January 31, 2026, unless terminated earlier by one of the Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 4 parties as provided below. The parties may extend this Agreement, upon written amendment to this Agreement signed by both parties. b. Termination. i. For Cause. If either party shall fail to fulfill in timely and proper manner any of the material obligations under this Agreement, the other party may, at its discretion, terminate this Agreement by written notice. In this event, the Provider shall be entitled to compensation to the date of delivery of the Notice. ii. For Convenience. The City may terminate this Agreement at any time by giving written notice to the Provider no later than 30 calendar days before the termination date. In this event, the Provider shall be entitled to compensation to the termination date. 11. Time of Completion. Provider shall perform the services under this Agreement with reasonable diligence and expediency consistent with the Standard of Care. 12. Suspension, Delay, or Interruption of Services. City may suspend, delay, or interrupt the Services of Provider for the convenience of City. In such event, Provider's contract amount and schedule shall be equitably adjusted. 13. Assignment. Neither party to this Agreement shall transfer, sublet or assign any rights under or interest in this Agreement (including, but not limited to, monies that are due or monies that may be due) without the prior written consent of the other party. 14. Independent Contractor. Provider is an independent contractor and is not an employee of the City. 15. Cooperation in Litigation and Audits. Provider shall fully and completely cooperate with the City, the City’s insurer, the City’s attorneys, the City’s Auditors or other representative of the City (collectively, the “City” for purposes of this Article). a. Cooperation is expected in connection with any internal or governmental investigation or administrative, regulatory, arbitral or judicial proceeding (collectively “Litigation”) or internal or governmental Audit, with respect to matters relating to this Agreement. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 5 b. Excluded from this duty of cooperation is a third party proceeding in which Provider is a named party and Provider and the City have not entered into a mutually acceptable joint defense agreement. c. Examples of expected cooperation may include, but shall not be limited to, responding to requests for documents and/or other records, and making Provider’s employees available to the City (or their respective insurers, attorneys or auditors) upon reasonable notice for: (i) interviews, factual investigations, and providing declarations or affidavits that provide truthful information in connection with any Litigation or Audit; (ii) appearing at the request of the City to give testimony in accordance with a subpoena or other legal process; (iii) volunteering to the City all pertinent information related to any Litigation or Audit; and (iv) providing information and legal representations to auditors in a form and within a timeframe requested. d. City shall reimburse Provider for reasonable direct expenses incurred in connection with providing documents and records required under this paragraph and may require, at the City’s sole discretion, such expenses to be documented by receipts or other appropriate documentation. Reasonable direct expenses include costs, such as copying, postage and similar costs; but do not include wages, salaries, benefits and other employee compensation. Provider shall not be entitled to additional compensation for employee services provided under this paragraph. 16. Standard of Care. The standard of care applicable to Provider's Services will be the degree of skill and diligence normally employed by professional Providers or Providers performing the same or similar Services at the time and locality said services are performed. Provider will re-perform any services not meeting this standard without additional compensation. 17. Payment. a. Amount. The City shall pay to the Provider for the performance of the tasks described in this Agreement an hourly rate plus expenses as described in Provider’s proposal and in an amount not to exceed $42,000 for the services to be performed. b. Payment. The Provider shall submit itemized monthly statements for services. Itemized monthly statements must include, at a minimum, the Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 6 person performing the task(s), a brief description of the task(s) performed, the time spent on the task(s), the hourly rate, and the total amount billed for the task(s). Tasks do not have to be listed separately, but if the Provider places the tasks in groups they should do so in a manner that is reasonable and understandable to the City and the public. c. Disputed Amounts. The City shall pay the Provider within 30 calendar days after receipt of such statement. If any statement amount is disputed, the City may withhold payment of such disputed amount and shall provide to Provider a statement as to the reason(s) for withholding payment. Amounts invoiced and not disputed shall be paid according to the regular schedule agreed upon. i. Notwithstanding the above, if the disputed amount relates to a payment from Provider to a 3rd party (media buy), the City shall pay such amount and the parties shall meet as provided in paragraph 28 below to discuss the issue. If discussion results in an agreement that the City did not owe the amount, the amount may be credited on the next monthly statement or Provider shall issue a refund in the amount agreed upon. If the discussion/mediation is unsuccessful in resolving the dispute either party may take such further action as provided by this Agreement and under law. d. Additional Costs. Costs for additional services shall be negotiated and set forth in a written amendment to this Agreement executed by both parties prior to proceeding with the services covered under the subject amendment. 18. Hold Harmless. It is the intention of the parties that each party shall be solely responsible for its own actions, inactions, and activities, including the actions and activities of its own officers, employees and agents while acting within the scope of their employment. a. The Provider covenants and agrees to protect and hold the City of Oshkosh harmless against all actions, claims, and demands which may arise related to this Project. Provider’s obligations will be to the proportionate extent caused by or resulting from the intentional or negligent acts of the Provider, its agents or assigns, its employees, or any Sub-Provider it has retained to Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 7 assist with this issue. The relevant acts are those which are related to the performance of this Agreement or which are caused by or result from any violation of any law or administrative regulation. Provider shall indemnify or refund to the City all sums expended including court costs, attorney fees, and punitive damages which the City may be obliged or adjudged to pay. Claims or demands are due within thirty (30) days of the date of the City’s written demand for indemnification or refund for those actions, claim, and demands caused by or resulting from intentional or negligent acts as specified in this paragraph. b. Subject to any and all immunities and limitations contained in Wisconsin Statutes, Sec. 893.80, and any applicable part of the Wisconsin Statutes, the City agrees to hold Provider harmless from liability, including claims, demands, losses, costs, damages, and expenses of every kind and description (including death), to the proportionate extent caused by or result from the intentional or negligent acts of the City, its agents or assigns, its employees, or its Sub-Providers related to the performance of this Agreement or which may be caused or result from any violation of any law or administrative regulation, where such liability is founded upon or grows out of the acts or omission of any of the officers, employees or agents of the City of Oshkosh while acting within the scope of their employment. 19. Insurance. The Provider agrees to procure and retain in good standing policies which in all respects comply with the attached City of Oshkosh Insurance Requirements for Professional Services. 20. Whole Agreement / Amendment. This document and any attachments identified or documents referenced contain all terms and conditions of the Agreement and any additions, subtractions, or alterations to the resulting Agreement shall be invalid unless made in writing, signed by both parties and incorporated as an amendment to this Agreement. 21. No Third-Party Beneficiaries. This Agreement gives no rights, benefits, or obligations to anyone other than City and Provider and therefore there are no third-party beneficiaries of this Agreement. 22. Non-Discrimination. The Provider will not discriminate in its actions related to this Agreement on the basis of race, color, creed, age, and gender, or other protected Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 8 classes as otherwise prohibited by law. A breach of this term may be regarded as a material breach of this Agreement. Provider agrees that all hiring or employment related to this Agreement will not involve any discrimination against any employee or applicant for employment related to race, color, religion, sex, sexual orientation, gender identity, national origin, or other protected class as otherwise prohibited by law. 23. Public Records. The City is a governmental entity that is required to comply with Wisconsin public records laws. Provider acknowledges that Wisconsin Public Records laws assume records are available for public viewing unless there are specific other laws that prevent or limit release, and further acknowledges that documents provided to a public entity such as the City are treated by the law differently than documents provided to a private entity. Provider also acknowledges that it is a contractor of the City and therefore pursuant to Wisconsin law may be in possession of public records which are not otherwise also in the possession of the City. Provider agrees to cooperate with the City and any public records requests. Notwithstanding any other term of this Agreement, including component parts, the City will always be allowed to treat the records as either public or as confidential according to applicable law, and to use documents in conformity with all applicable laws, including public records laws. Any action the City takes that is consistent with any applicable law shall not be considered a breach or violation of this Agreement, regardless if this Agreement or any attachment or referenced document includes terms or conditions that conflict with applicable law that the City is following. Provider may elect to challenge a public records decision by City, but must do so at its own risk and own cost, regardless of the outcome of such challenge. 24. Confidentiality. City as a public body is required by law to maintain certain levels of transparency of its activities, including those activities carried out through Providers. Therefore, only those documents related to the Project that benefit from explicit statutory protections may be redacted or withheld from release. Provider’s designation of documents or information as “confidential,” “proprietary,” or similar designation will not prevent its public viewing or use unless it is otherwise protected by law. Similarly, references to lawful protections of information and documents through intellectual property rights, trade secrets, or similar designations, will be protected only to the extent that they qualify for statutory or common law protections. As a general rule, in light of the statutory definition and required chain of custody protocols, it is unlikely that information disclosed to City would be considered a valid trade secret. Provider may elect to challenge a decision in this regard by the City, but will do so at its own risk, and its own cost, regardless of the outcome of such challenge. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 9 25. Agreement Not to Be Construed Against Any Party. This Agreement is the product of negotiation between all parties and therefore no term, covenant or provision herein or the failure to include a term, covenant or provision shall be construed against any party hereto solely on the basis that one party or the other drafted this Agreement or any term, covenant or condition contained herein. 26. No Waiver. Failure of either party to insist upon the strict performance of terms and provisions of this Agreement, or any of them, shall not constitute or be construed as a waiver or relinquishment of that party’s right to thereafter enforce such term or provision, and that term of the provisions shall continue in full force and effect. 27. Severability. If any term, covenant, condition or provision of this Agreement shall be adjudged invalid or unenforceable by a court of competent jurisdiction, the remainder of this agreement shall not be affected thereby and the remainder of the agreement shall be valid and enforceable to the fullest extent permitted by law. 28. Choice of Law, Venue, and Dispute Resolution. The laws of the State of Wisconsin shall govern the interpretation and construction of this Agreement. Winnebago County shall be the venue for all disputes arising under this Agreement. The parties agree that it may be beneficial to undertake an initial discussion or mediation to resolve a dispute. To that end, prior to any formal action taken in court, the parties agree that if a party has a claim or potential dispute, it will notify the other party, in writing, and request to meet to resolve the dispute. A meeting shall be scheduled within 10 business days, unless an extension is agreed upon by the parties. Both parties agree they will work in good faith to resolve any disputes through mediation which may include the retaining of a mediator as may be agreed upon by the parties. 29. Signatures. By placing their signatures below, each individual affirms that the entity they represent is authorized to enter into this Agreement, and further affirm that they are authorized by the entity they are representing to bind their respective parties to the terms and conditions of this Agreement. (Signature Page to Follow) Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B 10 E-Power Marketing, Inc. By: _____________________________ Justin Tadych, Owner CITY OF OSHKOSH By: _______________________________ Rebecca Grill, City Manager And: _______________________________ Diane Bartlett, City Clerk Approved as to form: I hereby certify that the necessary provisions have been made to pay the liability which will accrue under this contract _____________________________ Lynn A. Lorenson, City Attorney ______________________________________ Julie Calmes, Finance Director Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B Collaborative Marketing and Advertising Roll Out Tif f any Exhibi t at the Oshkosh Public Museum March 2025 - revised Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B Campaign Overview While ticket sales remain the immediate priority, the Oshkosh Public Museum’s broader vision transcends transactions. The Tiffany Glass campaign seeks to position the Museum as not just a world-class cultural destination but also a vital community hub and a must-visit for locals and out-of-town travelers of all ages. As the Tiffany exhibit draws to a close, the campaign will strategically harness its momentum to drive a membership push and foster stronger community ties. By expanding OPM’s membership base, the museum will build a foundation for long-term financial sustainability. This will reduce the need for ongoing marketing and advertising investments while ensuring continued engagement with a loyal audience. Campaign KPI’s 1. Sell 10,000 exhibit tickets 2. Utilize targeted marketing and advertising efforts to generate 2.5 million combined impressions, increasing overall awareness and visibility of OPM 3. Increase membership base by 30% The Math To meet the goal of having 10,000 visitors see the Tiffany’s Gardens in Glass exhibit, and with the exhibit open for a total of 119 days, we’ll aim to see an average of 85 visits per day but recognize that weekends (Saturdays) will have stronger attendance numbers. Digging deeper, there are 94 non-weekend days and 25 weekend days. We would aim to get 175 visits per Saturday, a total of 4,375 visits, and 60 visits per weekday for a total of 5,640. How? We will break the campaign into four key phases: 1. Awareness and Excitement (Pre-Exhibit Launch & Membership Push) (2025 budget) 2. Driving Ticket Sales (During the Event) (2025 budget) 3. Last-Minute Push (Final Days & Retention) (2025 budget) 4. Membership Push (2026 budget) The campaign will leverage advertising, social media, website updates, and email marketing to create engagement across multiple touchpoints. With the given budget, this needs to be a collaborative effort. The E-Power Marketing team has outlined a comprehensive strategy below. E-Power Marketing and Oshkosh Public Musem will collaborate to execute the strategies and tactics below, collectively aiming to hit all KPIs. OPM Execution items will be highlighted in green. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B Phase 1: Awareness and Anticipation (April - June 2025) The goal in this phase is to generate buzz and capture attention ahead of time to build anticipation and encourage our ideal target audience from select regions to start considering making plans with their friends, family, and colleagues in select target reg ions. Key Objectives: ● Setup Marketing and Advertising Channels ● Increase visibility throug h paid and organic channels. ● Highlight the exhibit’s unique elements to intrigue potential visitors. ● Encourage email sign-ups for event updates and drive membership signups using the members-only event/opening reception as an incentive. Tactics: 1. Advertising ○ Launch Facebook/Instagram ads targeting art enthusiasts, local cultural communities, and past visitors. 2. Social Media Campaign (OPM doing in-house) ○ Introduce a behind-the-scenes series on social media. ○ Collaborate with local companies/brands (such as Discover Oshkosh) and art enthusiasts to promote sneak peeks. 3. Website Updates ○ Build a dedicated landing page featuring exhibit highlights, special events, and call-to-action (CTA) buttons for email sign-ups. ○ Add SEO-optimized content around local and regional keywords to capture organic traffic. 4. Email Marketing ○ Send a "Save the Date" email announcing the exhibit. ○ Segment past visitors or newsletter subscribers with targeted email sequences offering access to the exclusive opening reception when they sign up for membership by DATE. ○ Provide personalized CTAs for non-members to plan their visit, or become a member and enjoy exhibit-related benefits. 5. Traditional Marketing (OPM doing in-house) ○ Tap into local relationships. With its rich history, the Oshkosh Public Museum has built solid relationships with various local entities over the years. Providing local media outlets with behind-the-scenes access, connecting with local businesses to put up flyers (or sponsor the exhibit), and tapping into Discover Oshkosh’s channels to amplify your messag ing will help raise valuable awareness. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B Phase 2: Drive Ticket Sales (During the Event) Please note, that this section of the campaign will be divided into two-month sections, with each section having a different focus, such as “The Exhibit is Here: Be One of the First to See the Tiffany Exhibit’s Midwest Premier,” “Discover More/Have You Visited Yet?” “Last Chance,” and “Thank You/Become a Member.” Once the exhibit is open, the focus shifts toward maximizing daily attendance and then toward the end of the campaign, pushing retention, repeat visits, and memberships. Key Objectives: ● Maintain momentum with consistent messaging throughout the event. ● Create FOMO (fear of missing out) through real-time updates. ● Incentivize membership as a value-add for repeat visits or exclusive experiences ○ For this exhibit or in the future, consider some additional ways to incentivize memberships. ● Introduce a "curated" local experience giveaway for 4 that is centered around the Tiffany's Exhibit ○ What: Curated Experience Package Includes ■ Museum Exhibit Tickets ■ Annual OPM Membership ■ Discover Oshkosh XYZ (Collaboration with Amy) ■ Local Art Package (Partner with Fire Escape) ■ Dinner Date (Partner with local restaurant) ■ Two-Night Stay (Partner with Downtown Hotel) ○ Why: The giveaway package raises awareness of the exhibit and OPM memberships, showcases local partners, and creates a curated and complimentary experience for your target audience—both local and drive-time markets (Milwaukee, Madison, Chicago, etc.). The giveaway will be launched in phase 2 to create immediacy. ■ Plants a seed that the exhibit can be part of a weekend getaway, date night, family outing, or even a mid-week outing. ○ How Can the Giveaway Be Leveraged? ■ Social Media organic posts ■ Advertising Efforts ■ Boosted Social Posts ■ Email Marketing content and database building ■ Website - CTA on OPM Landing Page Created by E-Power Marketing ■ Promoted via signage at the museum for visitors who have not become members yet. ● OPM to secure giveaway items (OPM doing in-house) Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ○ *Most of the giveaway items could likely get gifted at no cost. You can let these organizations know that there is an extensive advertising and marketing program that will be drawing attention to their business/organization. ○ For any that you are not able to obtain as a gift, we recommend pulling from advertising funds to cover the cost. Tactics: 1. Advertising ○ Build Giveaway into advertising creative ○ Continue awareness ads so we are continually reaching new audiences that might be interested in visiting the exhibit. ○ Launch event ads to encourage visits to the museum to experience the exhibit. ○ Utilize remarketing tactics in Meta, reaching past website visitors, social media followers, and users who engaged with ads in the awareness phase. ○ If Oshkosh Public Museum can provide regularly updated visitor lists (name, email), we can use these lists to exclude past visitors from future advertising. ○ Use remarketing ads targeting individuals who have visited the website but haven't visited the exhibit. 2. Social Media Campaign (OPM doing in-house) ○ Share the giveaway on organic social channels ○ Share visitor testimonials and images from the exhibit in real-time. ○ Highlight limited-time events on stories and posts. ○ Show limited photos of the exhibit to garner interest (similar to this). 3. Website Updates ○ Website - CTA on OPM Landing Page updated by E-Power Marketing to include Giveaway 4. Email Marketing ○ Send mid-campaign reminders to subscribers, hig hlighting upcoming events or activities within the exhibit. ○ Offer a membership conversion email with an invitation to enjoy more exhibits throughout the year. Phase 3: Last-Minute Push and Retention (December-January) In the final stretch, urgency is key. The focus here will be on creating FOMO and driving as much traffic as possible. Additionally, we will focus on future growth and success by encouraging past visitors to continue to come back to the museum and consider purchasing a membership. Key Objectives: Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ● Motivate action with limited-time incentives. ● Encourage impulse visits, especially from locals. ● Push last-minute visits with clear long-term value propositions. ● Drive interest in future events and encourage repeat visits. Tactics: 1. Advertising ○ Utilize remarketing to continue to reach users who visited the website, follow Oshkosh Public Museum’s social profiles, or engaged with an awareness ad to remind them of the limited time left to visit the exhibit. ○ Continue to exclude past museum visitors, utilizing the email list provided by Oshkosh Public Museum. ○ Use the same visitor list from Oshkosh Public Museum that we are using to exclude users from our event advertising to reach past museum visitors, encouraging repeat visits and membership sign-ups. 2. Social Media Campaign (OPM doing in-house) ○ Launch a 24-hour flash sale on memberships (with a discount or special incentive) promoted on Instagram Stories and Facebook. ○ Post countdown reminders (“Only 3 Days Left!”) with engaging visuals. ○ Feature behind-the-scenes videos of the exhibit to encourage last-minute attendance. 3. Website Updates ○ Add a banner or pop-up promoting “Final Days” ticket discounts or exclusive events for members. ○ Include real-time social feed integrations to showcase visitor excitement. ○ Highlight membership benefits such as discounts on store merchandise or early access to future events. 4. Email Marketing ○ Send urgent last-chance emails with subject lines like “Don’t Miss Out!” or “Exhibit Ends Soon.” ○ Offer ticket + membership bundle discounts to encourage both attendance and memberships. i. This could be something done earlier in the exhibit, so if they buy a membership in June, they could go check out the exhibit and go to all the special events completely free (wine, historian talk, etc.) ○ Share staff-curated recommendations to highlight must-see parts of the exhibit. Phase 4: Membership Growth Strategies After the exhibit closes, maintain engagement by: Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ● Sending post-event surveys to attendees with incentives for joining as members. ● Offering limited-time membership discounts to recent visitors. ● Using advertising to encourage exhibit attendees to become members. ● Sending “Thank You” emails with sneak peeks of upcoming exhibits to encourage ongoing interest. ● Consider adding something here to amplify members on social media, a member spotlight if you will, that has a short video snippet of the member on why they became a member, their favorite part of OPM, and then a CTA where the member says, “Become a member like me today and you’ll be investing in Oshkosh history for generations to come.” (or something similar) ○ Strong consideration to be given to creating another giveaway specifically promoting memberships. Sign up for a membership between December 2025 and April 2026 and you could be entered to win “XYZ” ■ They why, is similar to the phase 2 giveaway. Consider also tying in the OPM giftshop. This campaign structure ensures steady momentum from start to finish while targeting both immediate attendance and long-term loyalty through memberships. Each phase focuses on delivering the right message at the right time, maximizing visibility, and converting casual visitors into engaged supporters. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B In-Depth Campaign Breakdown Phase 1 - Awareness and Excitement This phase focuses on building excitement for the exhibit by promoting it through ads, social media, and community partnerships to encourage people to plan visits with friends or groups. Key strategies include targeted ads on Facebook, Instagram, and other platforms, behind-the-scenes social media content, and collaborations with local businesses to offer themed events and experiences. Additional efforts involve email campaigns, a dedicated exhibit landing page, and outreach to schools, senior centers, and media outlets to maximize visibility and attendance. Month Marketing Retainer Ad Spend Total April $2,600 $0 $2,600 May $2,200 $475 + $525 (Email) $3,200 June $2,600 $3,000 $5,600 TOTAL: $7,400 $4,000 $11,400 Onboarding and Strateg y Session ● This time will be leveraged to finalize the strategy and moving pieces so that marketing and advertising programs can begin development. E-Power Marketing will join the table to talk about any joint or collaborative marketing and advertising opportunities. Tracking and Reporting ● General analytics, advertising tracking, and benchmarks are put in place, allowing us to track signups. A live dashboard will also be created. Creative Development ● Social and Ad suite of campaign creative development ○ We’ll develop a creative brief to ensure consistency across the campaign, as well as a suite of standard static banners for use on social, in advertising, email, and on the website, and up to two short-form videos to support the first two months of the campaign. We will leverage Daniel at the OPM team for any feedback. Content ● Regional-focused blog post ○ Develop one regional-friendly content page to attract folks in the surrounding areas showcasing the museum as a marquee cultural attraction worth the trip. This will Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B give us an opportunity to optimize for local keywords people are searching for and encourage sharing and engagement from other local events/organizations. ■ Plan Your Perfect Weekend/Day in Oshkosh Social Media ● Social Media Strategy & Development (OPM doing in-house) ○ Key messaging: “Save the Date” and Sneak Previews ○ Goals: Promote the museum as a whole, build curiosity, spark interest, and create anticipation for the upcoming exhibit through sneak peeks and behind-the-scenes content. ■ Share key exhibit details: launch date, location, featured artists/artworks, etc. ■ Share general museum details: what makes it great, why it’s worth the visit, etc. ■ Share blog post ■ Share behind-the-scenes set-up photos ● Social Moderation & Engagement (OPM doing in-house) ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. Advertising ● None May 2025 Advertising: We will launch our ad program mid-month, focusing on awareness tactics for both local and select regional audiences. The goal will be to create buzz and excitement around the event. We will invest more heavily in awareness efforts for our expanded audience as they will need additional touchpoints to convert and are a larger audience. ● Local Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to local art enthusiasts with possible expansion into local senior living facilities that might consider planning an outing for residents ● Regional Audiences: Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic areas Email ● Email Setup & Segmentation ○ To ensure the success of our email efforts, we’ll audit your current email list, adding and removing emails as needed and segmenting audiences for different campaigns (local vs. reg ional audiences). This will likely happen in May or early June. ● Email Signup Embed/Pop-up Form ○ We’ll get a form created and placed on the website to help build your email contact list in the long-term. This can be tied to any giveaways/promotions or membership drives. ● **Email investment with Constant Contact is estimated to be $525 and is counted as part of the May advertising investment for simplicity's sake so that you can account for it in your budget. ○ June - Free ○ July - January 2025 - $525 - ($75/month at 7 months) Content ● Exhibit Landing Page ○ Develop a landing page that includes all the key information visitors need/want to know, including admission pricing, the history of the exhibit, special events/speakers, how to get there, sneak peek videos/photos, etc. This page would be used as part of our advertising efforts, optimized for local search terms for organic reach, and included in the website navigation for easy access. Social Media ● Social Media Strategy & Development (OPM doing in-house) ○ Key messaging: “Save the Date” and Sneak Previews ○ Goals: Promote the museum as a whole, build curiosity, spark interest, and create anticipation for the upcoming exhibit through sneak peeks and behind-the-scenes content. ■ Share key exhibit details: launch date, location, featured artists/artworks, special speakers, etc. ■ Share general museum details: what makes it great, why it’s worth the visit, etc. ● Social Moderation & Engagement (OPM doing in-house) Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. June 2025 Advertising: As we approach the exhibit's opening, we will spend more on awareness, continuing to create buzz and excitement around the event. Again, we will invest more heavily in awareness efforts for our expanded audience, as they will need additional touchpoints to convert and are a larger audience. ● Local Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to local art enthusiasts with possible expansion into local senior living facilities that might consider planning an outing for residents ● Regional Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic areas Social Media ● Social Media Strategy & Development (OPM doing in-house) ○ Key messaging: “Save the Date” and Sneak Previews ○ Goals: Promote the museum as a whole, build curiosity, spark interest, and create anticipation for the upcoming exhibit through sneak peeks and behind-the-scenes content. ■ Share blog post / Share behind-the-scenes set-up photos ■ Create Facebook/LinkedIn events ● Social Moderation & Engagement (OPM doing in-house) ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. Email ● Email #1 & Template Creation: Welcome & Get to Know Oshkosh Public Museum ○ This email would focus on warming your subscribers up to receiving emails and highlighting the broad museum offerings and exhibits, mentioning that the new exhibit is opening. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ● Email #2 Opening Reception ○ This email would mention the new exhibit, focusing specifically on the opening reception and encouraging attendance. Creative Development ● Social and Ad suite of campaign creative development ○ We’ll develop a suite of standard static banners for use on social, in advertising, email, and on the website, and up to two short-form videos to support the official launch of the exhibit, with a strong visual push for visiting now. Phase 2 - Drive Ticket Sales This phase of the campaign uses phased advertising and engagement strategies, with an early focus on generating excitement and attendance. Ads will target both local and regional audiences, with later efforts used to drive repeat visits and warm visitors up to become members. Key tactics include social media, email marketing, and awareness and event ads, with additional investment in capturing the exhibit in photos and videos to use in advertising. Month Marketing Retainer Ad Spend Total July $3,100 $4,000 $7,100 August $1,600 $4,000 $5,600 September $1,600 $4,000 $5,600 October $1,600 $3,000 $4,600 November $900 $3,000 $3,900 TOTAL: $8,800 $18,000 $26,800 July 2025 Advertising: With the exhibit opening mid-month, we will launch event ads that encourage users to plan their visit to the museum to see the exhibit. We will dedicate higher budgets to local audiences during the EA A event since there will be an influx of tourists, many of which may have spouses who traveled along, but need other activities to occupy them while in town. We will continue to run awareness campaigns to reach new users who might be interested in the exhibit so we can move them through the decision-making process. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ● Local Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic areas ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in local geographic areas ● Regional Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic regions ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in select regional geographic regions Social Media ● Social Media Strategy & Development ○ Key messaging: “The exhibit is here!” and grand opening ○ Goals: Maximize attendance and generate excitement through detailed shots and influencer/user-generated content ■ Share “X reasons to visit” blog post ■ Reshare the “Perfect day in Oshkosh” blog post ■ Share opening day photos/video ■ Share other unique photos, videos, and information of key pieces of the exhibit ● Social Moderation & Engagement (OPM doing in-house) ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. Content ● Exhibit-focused blog post Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ○ Develop one exhibit-focused blog targeted toward locals to create buzz and get people excited to visit. This will give us an opportunity to optimize for local keywords people are searching for, link to the exhibit landing page, and encourage sharing and engagement from other local events/organizations. ■ X Reasons to Visit the Tiffany’s Gardens in Glass Exhibit Email ● Email #3 Tiffany Gardens in Glass Exhibit Now Open ○ This email will be sent on the opening day of the exhibit, resharing key details, speakers, and photos/videos. It would also pull from and link to our blog post focused on X reasons to visit. Creative Development ● On-Site Photo and Video Shoot ○ Our team will spend two hours at the Oshkosh Public Museum, capturing photos and videos of the exhibit. The photos and videos will be used in advertising, social media, email, and on the website. “Sneak Peak” without giving too much away. ● Social and Ad suite of campaign creative development ○ We’ll develop a suite of standard static banners for use on social, in advertising, email, and on the website, and up to two short-form videos to support the August through October campaign deliverables. August-October 2025 Advertising: With the exhibit well underway, we will ramp up spending in our event campaigns, heavily encouraging users to plan their visit to the museum. We will switch out creative as we start to see fatigue. ● Local Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic areas ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in local geographic areas ● Regional Audiences: ○ Awareness: Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic regions ○ Event: ■ Meta: ● Static and video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in select regional geographic regions Social Media ● Social Media Strategy & Development (OPM doing in-house) ○ Key Messaging: “Discover More” and “Have you visited yet?” ○ Goals: Maintain interest, attract new visitors, and target returning guests. ■ Reshare “X reasons to visit” blog post ■ Share other unique photos, videos, and information of key pieces of the exhibit ■ Like/share/tag this post for a chance to win ticket contest ■ Highlight upcoming speakers/events ● Social Moderation & Engagement (OPM doing in-house) ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. Creative Development ● Social and Ad suite of campaign creative development ○ We’ll develop a suite of standard static banners for use on social, in advertising, email, and on the website, and up to two short-form videos to support the final months of the campaign, with a strong visual push for memberships. Email ● Email #4 Things to Do in Oshkosh ○ Focusing on local and regional/day trip audiences, this email would highlight fun things to do in Oshkosh during the summer, including mentioning OPM and the upcoming exhibit. It would pull from and link to our blog post. Send in August. ● Email #5 Win Free Museum Tickets Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ○ Tying in with our social strategy, we’ll promote the OPM social pages and encourage people to enter the contest for free tickets. The goal is to help build your social community for ongoing marketing and communication. November 2025 Advertising: With the exhibit running for over three months, we will start to layer in some retention efforts focused on encouraging repeat visits to the museum and driving new membership signups. We will continue to support our awareness and event campaigns to drive interest and encourage visits to the exhibit. ● Local Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic areas ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in local geographic areas ○ Retention/Membership: ■ Meta: ● Static and/or video ads targeted to exhibit visitors, email list subscribers, and Facebook and Instagram page followers in local geographic areas ● Regional Audiences: ○ Awareness: ■ Meta: ● Static and/or video ads targeted to art enthusiasts in select regional geographic regions ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in select regional geographic regions Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B Social Media ● Social Media Strategy & Development (OPM doing in-house) ○ Key Messaging: “Last chance” and holiday-themed content ○ Goals: Create a sense of urgency, encourage late attendance, and promote the exhibit as a great holiday outing or gift ■ Share the “Perfect day in Oshkosh” post ■ Black Friday/Small Business Saturday/Giving Tuesday posts ■ “Only X days left…” post ■ Share other unique photos, videos, and information of key pieces of the exhibit ● Social Moderation & Engagement (OPM doing in-house) ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. Email ● Email #6 OPM Tickets/Memberships Make Great Holiday Gifts ○ This email would highlight the upcoming holiday season to generate buzz and revenue for the museum, focusing on why an “experience” like this is a good gift for all ages. Could tie in with Black Friday/Small Business Saturday. Phase 3 - Last-Minute Push and Retention This phase of the campaign uses phased advertising and engagement strategies, with an early focus on generating excitement and attendance. Ads will target both local and regional audiences, with later efforts used to drive repeat visits and warm visitors up to become members. Key tactics include social media, email marketing, and awareness and event ads, with additional investment in capturing the exhibit in photos and videos to use in advertising. Month Marketing Retainer Ad Spend Total December $900 $2,000 $2,900 TOTAL: $900 $2,000 $2,900 Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B December 2025 Advertising: With the exhibit ending in the first week of January, users will now have little time to plan their visit to the museum. To ensure the museum's long-term success, we will stop all awareness campaigns, reduce spending on event campaigns, and increase our investment in retention and membership growth. Note that we are not planning to spend any advertising budget on retention and membership for broader regional audiences as they are unlikely to be regular visitors who would benefit from membership without some kind of larger incentive. ● Local Audiences: ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in local geographic areas ○ Retention/Membership: ■ Meta: ● Static and/or video ads targeted to exhibit visitors, email list subscribers, and Facebook and Instagram page followers in local geographic areas ● Regional Audiences: ○ Event: ■ Meta: ● Static and/or video ads targeted to past website visitors, email list subscribers, and Facebook and Instagram page followers in select regional geographic regions Social Media ● Social Media Strategy & Development (OPM doing in-house) ○ Key Messaging: “Last chance” and holiday-themed content ○ Goals: Create a sense of urgency, encourage late attendance, and promote the exhibit as a great holiday outing or gift ■ “Only X days left…” post ■ Share other unique photos, videos, and information of key pieces of the exhibit ■ Membership/tickets make great last-minute gift ideas/stocking stuffers ■ Thank you to the attendees Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B ● Social Moderation & Engagement (OPM doing in-house) ○ Posting more and running ads will surely increase engagement on the channels. Additional monitoring of comments, mentions, and direct messages to ensure that museum visitors receive the support they need throughout the exhibit's run. Email ● Email #7 Last Chance ○ This email would create a sense of urgency and last-minute attendance, noting that visitors only have X X days left to see the exhibit before it closes. Phase 4 - Membership Push Our goal in this phase will be to capitalize on the momentum that Tiffany’s Gardens in Glass Exhibit built and launch a concerted last push to hit the membership growth goal of 30%. Month Marketing Retainer Ad Spend Total January 2026 $900 $0.00 $750 TOTAL: $900 $0.00 $750 Email ● Email #8 Membership Benefits ○ Write, compose, and send an email to the entire email database, including lapsed members, to highlight the importance of becoming a member. ■ **Strong consideration should be given to resending this email once per quarter. The team can show OPM how to set this up. ■ Highlight upcoming events/exhibits, focus on whats new and next ● Social Media Strategy & Development ○ Key Messaging should mimic the membership drive so that consumers see a confident theme across email, social and advertising. Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B Investment Overview Month Marketing Retainer Ad Spend Total April 2025 $2,600 $0 $2,600 May 2025 $2,200 $1,000 $3,200 June 2025 $2,600 $3,000 $5,600 July 2025 $3,100 $4,000 $7,100 August 2025 $1,600 $4,000 $5,600 September 2025 $1,600 $4,000 $5,600 October 2025 $1,600 $3,000 $4,600 November 2025 $900 $3,000 $3,900 December 2025 $900 $2,000 $2,900 January 2026 $900 $0 $900 TOTAL: $18,000 $24,000 $42,000 Docusign Envelope ID: C08C0C60-28A7-440B-9F41-FC500495605B