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HomeMy WebLinkAboutR-2026-114 Approving Task Order Number 2 with Woodruff Communications for FY2027 Activation Plan Projects Scope of WorkRESOLUTION NO. R-2026-114 A RESOLUTION APPROVING TASK ORDER NUMBER 2 WITH WOODRUFF COMMUNICATIONS, INC. FOR THE FY2027 ACTIVATION PLAN PROJECTS SCOPE OF WORK BE IT RESOLVED BY THE BOARD OF ALDERMEN OF THE CITY OF RIVERSIDE, MISSOURI, AS FOLLOWS: THAT the FY2027 Activation Plan Projects Scope of Work with Woodruff Communications, Inc., dated July 22, 2026, for services to be performed from August 1, 2026, through June 30, 2027, in the total amount of $551,300.00, is hereby approved in substantially the form presented to the Board of Aldermen, and is to be considered a task order to the Marketing and Digital Advertising Services Agreement dated December 16, 2025; and FURTHER THAT the Mayor, City Administrator, and other appropriate officials are authorized to take such further actions as may be necessary to carry out the intent of this Resolution; and FURTHER THAT this Resolution shall be in full force and effect from and after its passage and approval. PASSED AND ADOPTED by the Board of Aldermen of the City of Riverside, Missouri, the 18th day of August 2026. /s/ Kathleen L. Rose Kathleen L. Rose, Mayor ATTEST: /s/ Melissa McChesney Melissa McChesney, City Clerk WOODRUFF SCOPE OF WORK Client Number: 821 Client: Riverside Job Name: FY27 Activation Plan Projects Date Jul 22, 2026 This scope of work outlines the FY2027 projects in the FY26-27 Tourism and Economic Development Campaign Activation Plan. These projects are designed to continue building Riverside's marketing ecosystem and activate initiatives across remaining Activation Stage 1 strategies and tactics, Activation Stage 2: Business Lead Gen & Pipeline and Activation Stage 3: Always -On Awareness. Activation Stage 4: Destination Acceleration projects will be defined and scoped for FY2028 at a later date. OBJECTIVES: Attract visionary businesses and developers who want to capture the momentum of Riverside's major anchor destinations while creating distinctive restaurants, retail and hospitality experiences that don't exist anywhere else in the region. Inspire visitors to choose Riverside as the high-energy, low -hassle destination where concerts, sports, gaming, dining, trails and discovery all happen within minutes, turning a single stop into a full evening or weekend of experiences. ACTIVATION STAGE 1: IMMEDIATE & EVENT TRIGGERED SUPPORT Critical marketing initiatives that must be executed in the near term to support momentum -building opportunities. This activation stage focuses on establishing the foundational marketing ecosystem needed to sustain ongoing initiatives. STRATEGY #1: CORE GRAVITY DEPLOYMENT Establish a strong marketing foundation built to capture the attention of Vibe Builders and Experience Collectors. Tactics: The Visit & Do Business Web Experience - Phase 2 A continuation of the web experience built during Phase 1 (completed) that brings Riverside's energy and ambition to life by positioning the city as the vibrant center of the region for both Vibe Builders and Experience Collectors. Enhancing the intuitive online journeys already built to "Visit Riverside" and "Do Business in Riverside" will make the website an even more impactful digital hub that other initiatives in this scope of work will drive to. Includes: • Building on the "Do Business in Riverside" webpage to include a visualization of available space and/or opportunities for new development and a brief description of the main areas for business development • Adding 2-3 success stories of businesses and development partners highlighting the economic impact and Riverside's business -friendly approach • Adding a Media Resources page to house news stories and press releases utilizing the WordPress built-in blog platform for articles • Building on the "Experience Riverside" webpage to ensure spotlights, upcoming events and singular experiences are up-to-date and reflect the current season • Creation of new design system components to support the website enhancements described above and the creation of new pages to tell the success stories • Layout, development, content entry and QA for these enhancements Vibe Builder Sales Toolkit Equip the Riverside team with a sales toolkit designed to attract and convert the ideal prospective businesses that complement Riverside's unique identity. At the core will be a pitch deck that tells a cohesive story that highlights Riverside's vision, available opportunities, growth trajectory, competitive advantages and "no red tape" style of doing business. This will be supported by a high -impact video featuring testimonials from current business owners, offering authentic proof points around foot traffic, employee satisfaction, ease of working with the City and overall success in Riverside. Toolkit includes: • Development of a Vibe Builder focused slide presentation (PPT, Keynote, etc.) • Development of an up to two (2) minute video o Includes shooting, needledrop music, non -union voice-over recording, editing and production coordination o Includes two rounds of revisions; one for script and one for rough cut. Does not include voice talent rerecording or additional shooting. STRATEGY #2: GRAVITY ENTRY Capture the attention and pique the interest of those already coming into Riverside for events, entertainment and more. Tactics: Gateways to the City Signage To continue rolling out the new brand, we will partner with an artist or company to create bold, visually striking signage at the three main gateways to the city. The signage will integrate the new logo and serve as a permanent, physical embodiment of the city's identity. This installation becomes a long-term brand touchpoint, building local pride, boosting awareness and serving as a daily reminder of Riverside's vibrancy and unique character. It also serves to support goals for the "Image & Culture" section of the Riverside Comprehensive Plan by helping visitors recognize when they've entered Riverside and elevating the visual appeal of these high -traffic gateways. Includes: • Concepting, research, curation/vetting of artists and/or fabrication companies for execution and coordination with appropriate city staff for installation NOTE: This scope of work and budget does not include artist and/or fabricator fees, engineering permits, material costs and the physical manufacturing and installation of the signage. These costs will be contracted separately with the City of Riverside. Signage Signaling Progress By activating construction zones, undeveloped land and key entry/exit points of the city with bold, informative signage, Riverside can transform the frustration of "not knowing" into a sense of community anticipation. This signage, which will be visible both during the day and night, leverages the city's unique geography along major highways and commuter routes where thousands of daily vehicles from local residents, employees and regional visitors pass through to spotlight upcoming business concepts. The signage creates conversation starters, effectively using traffic flow to reinforce Riverside's forward momentum. Includes: • Concepting, layout and production of up to six (6) signs o Production budget is based on vinyl wrapped plywood NOTE: Installation of signs to be executed by Riverside staff. Brand Ambassadors and Promotions Deploy "Riverside Reps" — a team of energetic brand ambassadors — to deliver a high-energy, on -site brand experience at key events like Morton Amphitheater concerts and weekend soccer tournaments at the KC Current Training Facility. Through interactive elements such as city trivia and swag giveaways, they'll introduce visitors to Riverside's current dining, retail and hospitality offerings while building anticipation for what's ahead. Partnerships with local businesses can power exclusive samples and prizes, driving immediate visits and creating a compelling reason to return. The ambassadors can also help capture real -moment content for social media to allow fans and followers to see what's going on in Riverside. Extend the experience with strategically placed pop-up signage in parking lots at Morton Amphitheater, KC Current Training Facility, the Argosy, Corner Cafe, QuikTrip, the Renner Brenner Site Park and other areas featuring QR codes that direct visitors to Go.RiversideMO.gov. This mobile -first experience will seamlessly guide users through both "Visit Riverside" and "Do Business in Riverside" pathways and capture interest in the moment. To amplify these efforts, a Snapchat video ad campaign targeting key audiences will be used across multiple events. Evergreen videos will showcase experiences that our brand ambassadors are promoting onsite. For example, one video could highlight Riverside's food scene — featuring bourbon balls, cinnamon rolls, Gram & Dun and other local favorites — to complement events where ambassadors are handing out food samples. A second video could focus on the new brand, the city's momentum and the energy of Riverside, supporting events where ambassadors are giving away branded swag. Includes: • Hiring and coordinating 3-4 person brand ambassador teams for up to 10 events • Development of ideas for brand ambassador event promotions and/or activities and collaboration with Riverside staff to execute • Layout and production of swag for brand ambassadors o Branded ambassador swag budget is based on a combination of up to 40 t-shirts, 16 belt bags (or similar) and eight (8) tote bags or backpacks (or similar) • Layout and production of up to six (6) pop-up parking lot signs for use during brand ambassador events • Development of two (2) video ads that represent two themes for use on Snapchat and other platforms o Concepting, design, copy and editing o Utilize existing footage and video captured during social content capture days or other planned events • Snapchat ad placements ACTIVATION STAGE 2: BUSINESS LEAD GEN & PIPELINE Rapidly scale awareness and engagement with target businesses right now when urgency is high while also creating more advanced lead -generation concepts that will take longer to build. This activation stage balances quick -win demand generation tactics with longer -term pipeline -building that creates sustainable growth. STRATEGY #1: RAPID GRAVITY ACTIVATION Rapidly amplify awareness of currently available space. Leverage Riverside's current inventory of available space or open land to generate immediate visibility and momentum, even as longer -term development projects are underway. This strategy is designed to activate the city now and create tangible wins that reinforce confidence in the city's trajectory. Tactics: Pop-Up District: Activation Activate a temporary, high-energy pop-up district around the Morton Amphitheater and KC Current Training Facility to demonstrate real demand and bring Riverside's future to life today. While more permanent development is underway, this initiative will serve as "proof of concept" for prospective businesses by showing consistent foot traffic and appetite for their unique concepts. These concepts will serve multiple audiences, such as concert -goers, soccer families, nearby employees, the collective Riverside community and regional visitors. They will experience firsthand that it's not just a place with potential, but a place where people already show up. The focus will be on distinctive, trend -forward food and retail concepts that can start as pop -ups and scale into permanent locations. The physical environment of the district will be intentionally designed to incorporate flexible seating, picnic -style gathering areas, yard games and occasional live entertainment. These enhancements will transform the district into a social "hangout zone" that encourages visitors to stay longer, return more frequently and support the businesses. Includes: • Development of a Pop -Up District activation strategy/framework: o Overall concept, potential themes o Messaging map that focuses on the purpose of the Pop -Up District, the outcomes we hope to achieve with both mobile vibe builders and experience collectors and how this activation demonstrates Riverside's core message pillars o Targeted timing, location and physical environment ideas NOTE: Event management, procurement of amenities (seating, entertainment, games) and any site construction are not included in this scope. Pop -Up District: Network with "Mobile Vibe Builders" Build and engage a curated network of mobile businesses and pop-up operators that will bring energy and creativity to the Riverside pop-up district. This includes food trucks, coffee carts, mobile boutiques, vintage and plant trucks, pet pop -ups and other experiential vendors identified across the Kansas City metro that frequent events like Crossroads First Fridays, West Bottoms First Weekends, KC Fringe Festival, West Bottoms Heritage Days, farmers markets, breweries and seasonal festivals. Extend invitations to participate in the pop-up district, communicating the ease of permitting, flexible access, streamlined coordination with city staff and ongoing promotions to drive foot traffic. This lowers barriers to entry while positioning Riverside as a welcoming, pro -business environment for entrepreneurs and business owners. In order to create a more personalized, business -forward experience, the Riverside team will maintain ongoing communications with pop-up district participants through email, phone calls and in person connections. Over time, this approach not only activates the pop-up district with dynamic, rotating experiences but also builds relationships with entrepreneurs and business owners who may transition into longer -term or permanent businesses in the community. Includes: • Curation of strategic mobile business and pop-up operators list • Message development for use in mobile vibe builders communications • Branded email template design, copy and layout of up to three (3) invitations to participate emails o Woodruff will provide assets that are appropriate for use on either Riverside's email marketing platform or through individual Riverside staff email NOTES: • Vendor coordination, licensing and/or contract negotiations are not included in this scope. • Email invitation to participate deployments to Mobile Vibe Builders to be executed by Riverside staff. Pop -Up District: Foot Traffic and Demand Ensure the pop-up district becomes an active and high -performing environment for participating businesses by implementing an ongoing activation and promotion strategy focused on driving consistent foot traffic across both weekdays and weekends. This includes the development of a recurring theme (such as a monthly themed district night or "First Fridays" -style experience) that provides a dependable draw for residents, employees and visitors. These moments can be paired with simple, business -driven incentives such as "bring a friend" offers, BOGO specials or rotating promotions that encourage exploration across multiple vendors and visits. A coordinated content strategy will amplify awareness and excitement through social media, including business spotlights and dynamic content showcasing the energy of the district. This content will be leveraged both organically and through paid media to attract attention from broader audiences, including potential developers and business operators on platforms like Linkedln. To maximize reach, Riverside's internal communication channels, such as resident newsletters and city -managed social platforms, can be actively used to promote district activity and ensure strong local awareness. Brand ambassadors will further extend this reach by sharing timely updates and encouraging community participation during high -traffic events. Includes: • In collaboration with Riverside staff, development of promotion ideas to incentivize participation and foot traffic • Paid social placements to drive participation and foot traffic • Editable Pop -Up District -focused graphic (example: Canva file) for use on City of Riverside communication channels NOTES: • Incentives for pop-up business or customer participation are not included in this scope. • Pop -Up District social content strategy, creation and management on GoRiversideMo social channels is included in the Always -On Awareness Activation Stage: Perpetual Pulse section of this scope. Layer in B2B Content via Social Channels Leverage social channels to deliver a steady stream of B2B-focused content that proves Riverside's momentum and viability to Vibe Builders. This content layer will highlight real businesses and their success. Content may include: • Highlights of vacant space, undeveloped land and any ongoing construction progress showing momentum • Highlights of Pop -Up District success and available space • Footage of foot traffic at local businesses and anchor destinations • "Day in the Life" features showcasing activity in and around business districts • Short interviews with local business owners sharing their experiences, performance and perspective on operating in Riverside This also creates an opportunity for city staff to extend the impact of B2B-focused content by repurposing it across their own channels, particularly on Linkedln. By adapting the messaging and sharing the content, city staff can increase visibility among Vibe Builders. NOTE: Execution of the B2B social content strategy, creation and management is included in the Always -On Awareness Activation Stage: Perpetual Pulse section of this scope. Media Targeting the Ideal Vibe Builder Deploy an account -based marketing (ABM) approach to reach Vibe Builders actively evaluating opportunities in the KC metro. Focusing on quality over quantity ensures Riverside shows up directly in front of the right decision -makers. Execution will include geofencing key commercial real estate offices, enabling Riverside to serve display ads directly to brokers and developers where they work. This will be layered with paid social on Linkedln by leveraging job title targeting and member groups to reach relevant professionals and strategic paid engagement in niche Reddit communities to insert Riverside into ongoing conversations around development and business opportunities in the region. All efforts will drive prospects to Go.RiversideMO.gov. To maintain momentum, a website retargeting strategy will be layered in with display and social ads to site visitors with messaging focused on high satisfaction, ease of doing business and Riverside's "no red tape" approach. Together, this creates a focused, multi -touch system that builds awareness, reinforces credibility and moves high -value prospects closer to action. Includes: • "Do Business in Riverside" ad campaign concepting and execution of up to three (3) display ads and 3-4 social ads • ABM, geofencing, paid social and retargeting ad placements STRATEGY #2: GRAVITY CULTIVATION Cultivate deep relationships with the business community and nurture long-term concepts that take more time to develop. Prioritize prospects and business concepts that require more engagement and support to come to life. These are the opportunities where seeing truly is believing and where prospective business owners or developers may need multiple touchpoints, guidance from city staff or confidence in the process before committing. Tactics: The "Red-Tape-Cutting" Event Create an exclusive, invite -only event designed to convert high -potential developers, investors and business entrepreneurs by showcasing Riverside as a place of opportunity. This event will immerse attendees in the city's growth story while clearly demonstrating its "no red tape" approach and pro -business environment. Guests will be guided through a tailored experience that includes curated site tours of available properties paired with insights on market opportunity, foot traffic and upcoming developments. Conversations with city leadership and staff will provide direct access to decision -makers and reinforce transparency and partnership from day one. Guests will also be given the chance to hear from existing business owners who can speak to real -world success, ease of process and the benefits of operating in Riverside. Includes: • In collaboration with Riverside staff, development of an event framework that defines the objectives, target audience categories, desired attendee experience and invitation strategy • Event activation plan including: agenda, run of show, curated site tour itinerary, presentation flow, stakeholder roles and recommendations for a follow-up communications strategy • Development of event presentation materials/deck and talking points for Riverside leadership and participating business owners NOTE: Venue rental fees, catering, food/beverage and transportation costs (e.g., tour buses or shuttles) associated with the execution of the event are not included in this scope. Curated Outreach and Invitation to the "Red -Tape -Cutting" Event Develop a multi -channel outreach approach that builds broad awareness of Riverside among Vibe Builders while selectively inviting top -tier prospects to the "Red -Tape -Cutting" event experience. This ensures the pipeline is wide but the room is intentionally curated with the right audience. Using carefully procured email and physical mailing lists, outreach will focus on key decision -makers within a 50-mile radius of the KC metro, prioritizing those actively evaluating opportunities or expansion. Outreach via email will focus primarily on awareness and education by introducing Riverside's opportunity, momentum and "no red tape" approach. All digital touchpoints will drive to the "Do Business in Riverside" web experience, where prospects can learn more and enter the lead funnel. This creates an always -on pathway for discovery and allows high -interest prospects to self -identify. In parallel, a physical mailer will be deployed to a targeted subset of the broader list. While the mailer reinforces Riverside awareness at a high level, select recipients will receive a distinctive, built-in invitation element that positions the event as an exclusive opportunity rather than an open call. Physical mailers create a tangible, memorable first impression that signals exclusivity and intent. Think less "invite" and more "access pass" to the city. Even if recipients do not attend the event, this effort serves as a high -value introduction to Riverside and provides a clear pathway to learn more and explore opportunities on their own timeline via the "Do Business in Riverside" web experience. Includes: • Utilizing the targeted audience categories and invitation strategy included in the event framework, curation of the invitation list and identification of the broad outreach, top -tier prospects and premium targets levels • Broad email outreach to full list: o Creative development and deployment of 2-3 branded emails designed to introduce Riverside and drive prospects to Go.RiversideMO.gov learn more • Physical invitation to top -tier prospects (up to 100): o Creative development, printing and mailing of a high -impact (e.g., heavy paper, foil stamping, letterpress, etc.) "Red -Tape -Cutting" event invitation to a targeted subset of the full list • Premium invitation "experience" to premium targets (up to 25): o Conceptual and creative development, production and shipping of a "Red -Tape -Cutting" event invitation experience (e.g., custom branded box, exclusive swag, etc.) to premium targets from the full list Strategic Business Appearances Pitching appearances that intentionally place the City and its leadership in high -value media environments that focus discussions on economic development and community impact. This includes a mix of paid placements, such as "Kansas City: On the Record" with KCTV5 and "KC Spotlight" with KSHB 41, alongside earned opportunities secured through pitching to outlets like "Kansas City Today" with KCUR, the "Kansas City Bucket List" podcast, the Kansas City Business Journal and Startland News. These platforms are not final placements but strong recommendations based on their ability to reach diverse groups of Vibe Builders. For example, Startland News is a digital publication that delivers daily coverage of entrepreneurship and innovation across the Greater Kansas City region. This could be a great outlet to get in front of independent restaurants, boutique hotels and unique dining experiences that enhance Riverside's charm. These suggested outlets connect with a broad group of developers, investors, entrepreneurs, restaurateurs and retail operators for relevant reach. Across all appearances, the message remains consistent: Riverside is a place where unique business concepts can grow and succeed. This approach extends beyond traditional media coverage by creating more intentional, story -driven visibility while also generating valuable content that can be repurposed across Riverside's broader marketing efforts. Includes: • Development of strategic media approach to position Riverside's leadership in high -value environments that focus on economic development, entrepreneurship and community impact. This strategy will outline recommendations for a mix of paid and earned regional outlets. • Pitch development and engagement with a minimum of two (2) business -focused media outlets • Two (2) paid business -focused media placements/appearances "Come Join Us in Riverside" Anchor Destination Collaboration Leverage Riverside's anchor destinations (KC Current, Morton Amphitheater and Argosy) to attract and inspire Vibe Builders by embedding a "Come Join Us in Riverside" message directly within high -traffic, in -venue experiences such as digital screens and signage. This taps into the momentum and credibility of thriving destinations to signal opportunity and position Riverside as a place where successful concepts already exist and where new ones can grow alongside them. In addition to passive messaging, curate hosted experiences designed to deepen relationships with priority prospects. Invite a select group of 10 high -value Vibe Builder candidates to join existing Riverside business leaders in premium, experience -driven settings across anchor destinations. This may include partnering with the anchor destinations to secure VIP access to a KC Current match experience in a suite setting, gaming experiences at Argosy or backstage access at Morton Amphitheater events. Together, this creates a win -win -win model: prospects gain meaningful exposure to Riverside's energy and opportunity, existing business leaders deepen their network and destination anchors elevate their own visibility and guest engagement. These high -value Vibe Builders will see themselves as part of the community and want to take the next step toward investing, opening or expanding in Riverside. Includes: • "Come Join Us in Riverside" branded and/or existing campaign asset prep for digital screens, signage, etc. • In collaboration with Riverside staff, development of a list of potential hosted experiences to pitch to anchor destinations including the activity, the invitation list, experience enhancements and the opportunities engaging this group could bring for Riverside and the partner destination NOTES: Costs associated with in -venue media opportunities at anchor destinations (e.g., digital screens, signage), event tickets, parking passes, food/drink, special access or seating are not included in this scope. It is assumed these elements would be made available to Riverside at no cost, or at a significantly reduced rate, through collaborative partnerships and would be billed separately by the anchor destination if needed. Printing costs for physical signage are also not included in this scope. ACTIVATION STAGE 3: ALWAYS -ON AWARENESS Deploy a continuous marketing approach that brings Riverside to life through a steady drumbeat of content, both owned and earned. By consistently showcasing progress, experiences and the vibrancy of the community, Riverside builds a distinct identity as a regional hub without the urban complexities. This approach fuels awareness and creates ongoing demand. STRATEGY #1: PERPETUAL PULSE Activate a continuous marketing approach that brings the Riverside brand to life through a steady drumbeat of storytelling, content and real-time moments. Woodruff will implement this strategy through an ongoing marketing retainer approach that includes content collaboration, website updates, social media content development and management, public relations, strategic paid media and website care and hosting. The tactics included here will provide a continuous cadence of content and communications that keeps Riverside visible, relevant and engaged with key audiences. Tactics: Content Collaboration Ongoing collaboration is essential to successfully activating a continuous marketing approach. Through regular meetings, we will align on priorities, coordinate content and public relations efforts and ensure channels are timely, relevant and strategically focused. Includes: • A monthly call with representatives from the Woodruff account service, social and PR teams and Riverside staff to discuss projects, events, happenings, business development opportunities and wins, concerns and updates that affect our business and tourism attraction efforts. During this call we will also discuss any next steps for current projects and identify any opportunities for crossover communications on the city's channels. Ongoing Website Content Updates As a living, always -on digital ecosystem, the "Visit Riverside" and "Do Business in Riverside" web experience will continuously expand in content, serving as the central hub for new developments, trip planning, events information, media resources and more. Includes: • Content updates to dynamic content areas of the website including homepage carousel, experience Riverside spotlight event, singular events carousel, upcoming events calendar, business development success stories and media resources NOTE: New webpage additions, features or functionality are not included in the web experience updates scope. GoRiversideMo Social Channel Content Engine The approach to ongoing content across Facebook, Instagram, TikTok and Linkedln will follow a flexible content model designed to capture the city's energy as it happens. Rather than relying solely on pre -planned content calendars, this approach empowers on -the -ground teams (including our brand ambassadors) to actively capture and publish moments in real time, such as going live in the parking lot before concerts, capturing the crowd at the Corner Cafe on a Saturday morning, spotlighting youth athletes at a weekend soccer tournament or sharing video of the groundbreaking for a new business concept. Execution will combine a lightweight content framework (core messaging, visual guidelines and content pillars) with agile capture and publishing. Designated team members will be equipped to produce quick -turn content that prioritizes authenticity over polish. This will be complemented by a steady cadence of planned content to ensure consistency along with community management to engage audiences, respond to inquiries and build an active, loyal following. All content captured through this approach will be archived and organized into a growing asset library, allowing the City to repurpose high -performing visuals and stories across future campaigns, seasonal moments and partner needs. Includes: • Post Development & Channel Management o Development and scheduling of up to 12 posts/month to be used across GoRiversideMo Facebook, Instagram, TikTok and Linkedln channels ■ Up to four (4) of the monthly posts may be short form-videos ■ Development of four (4) branded graphics to be used when appropriate and resized as needed o Once weekly moderation of posts/comments on Facebook, Instagram, TikTok and Linkedln ■ Any contentious comments will be escalated to Riverside staff • Half Day Video/Photo Content Capture: Photo and videos to be used for reels, memes and other content o Up to two (2) half day video/photo shoots will be executed by two Woodruff team members (social and creative) to capture new content on iPhones at multiple Riverside locations ■ Includes development of shotlist and itinerary, location scouting, any coordination with Riverside staff, business owners, etc., shooting, sorting and uploading assets • Event -Focused Video/Photo Content Capture: Photos and videos featuring a specific event to be used for reels, memes and other social content o Four (4) short-term video/photo shoots will be executed by two Woodruff team members to capture the activities and vibe, in -the -moment, on iPhones at events that are unique to Riverside (Pop -Up District, new business opening, etc.) Social Follower Acceleration Campaign Launch a paid media campaign to build a follower base across Riverside's GoRiversideMo Facebook, Instagram, TikTok and Linkedln channels. This effort is designed to ensure that content reaches an engaged audience and establishes momentum for an always -on social presence. Organic content will be used to fuel the follower campaign by boosting content that shows the vibrancy of the city, encouraging those interested to follow along. Execution will focus on audience -targeted campaigns that reach both Experience Collectors (regional visitors, young professionals, event -goers, families) and Vibe Builders (developers, entrepreneurs and business leaders). Content will highlight Riverside's energy, events and growth story while asking them to follow and stay connected. Platform -specific strategies will be applied, with Linkedln tailored toward business and economic development audiences while Facebook, Instagram and TikTok prioritize lifestyle, entertainment and in -the -moment experiences. Includes: • Ongoing paid social follower campaign and boosted content budget Media and Community Relations Amplification Build a proactive media and community relations engine that consistently earns attention, shapes perception and deepens connection to Riverside across the Kansas City region and beyond. This effort will position Riverside as a city on the rise powered by compelling stories, strong leadership voices and meaningful community impact. Partner with the Riverside team to identify and pitch stories and actively create moments for media engagement across TV, radio, print and other outlets. Elevating leadership voices, particularly Mayor Rose, will be a priority when securing interviews, articles, speaking opportunities and broadcast segments that reinforce Riverside's vision and momentum. Key stakeholders involved in interviews and public appearances will also be provided media training. This will include message development and Q&A preparation to ensure consistency and clarity across all interactions. Training will focus on message alignment, storytelling and on -camera confidence to clearly and compellingly communicate Riverside's brand narrative to external audiences. Includes: • Media outlet identification and strategic engagement to gain coverage of opportunities we create through activation plan initiatives, new or existing events and other timely business developments and community milestones that advance Riverside's economic development and tourism goals. o Examples from the activation plan include: ■ Gateways to the City Signage ■ Brand Ambassador Event Promotions ■ Pop -Up District activations o Examples of developments and milestones: ■ New business announcements ■ Profiles of spaces that are available ■ Success stories that demonstrate what it's like to do business in Riverside, from anchor destinations like Morton Amphitheater to locally owned small businesses • Story pitch development and 6-8 secured mentions/articles • Editorial and content development for amplification media placements • One media training session for up to three (3) key stakeholders Local Editorial and Social Amplification Use trusted Kansas City media platforms to amplify Riverside's story through an editorial -led approach that builds awareness and sustained engagement. By integrating into established local voices like KC Daily and KC Magazine, Riverside is placed in the content residents in the region already read. Execution will focus on consistent visibility over time. KC Daily will include a dedicated article about Riverside, curated "Daily Picks" that highlight things to experience in Riverside that day or week and social placements on their owned platforms. KC Magazine will provide sustained exposure across web, newsletter and social channels to reinforce awareness and drive action among regional residents and event -goers. Together, this editorial -style approach ensures Riverside shows up repeatedly in meaningful contexts across the region. Includes: • Two paid media placements Website Care & Hosting All websites are hosted on WP Engine, a leading managed platform, which is augmented by Cloudflare Enterprise integration for best -in -class speed and security. The following features and proactive management are designed to ensure the smooth, day-to-day operational health of your site, minimizing security risk. Includes: • Superior Global Speed: Utilizes a global Content Delivery Network (CDN) and intelligent optimization to ensure your content and images load instantly for visitors across all regions. • Next -Generation Security: Features an always -on, enterprise -grade security firewall that actively defends against online threats and ensures continuous availability. • Guaranteed Reliability: Access to automated systems that test all updates before they go live. If an issue is found, the system instantly reverses the change, preventing downtime and maintaining stability. • Automated Backups & SSL: Daily backups are performed and securely stored offsite, along with continuous SSL certificate management to ensure secure browsing. • Environment Syncing: Seamless synchronization between development, testing, and live (production) environments to support stable and risk-free deployment of changes. • Automated Core & Plugin Updates: Seamless, behind-the-scenes updates to WordPress core and all installed plugins, backed by automated testing and rollback capabilities. • Quarterly Forms Review: Quarterly testing of up to three (3) key forms to confirm they are functioning and submitting as expected. • Annual Plugin Renewal: Covers the yearly renewal for the Elfsight Instagram Plugin to ensure the website continues to function as designed. Miscellaneous Riverside Brand Introduction Ad Create a brand introduction ad for use in area publications like the Northland Regional Chamber of Commerce Welcome Home Guide. Utilize the brand story and core messaging pillars to introduce the new brand to residents and local businesses and help them understand the momentum Riverside is building upon and its goal to become the new center of gravity in the region. Includes: • One print ad design executed in a vertical and horizontal half page ad size o Layered working files for the two ad executions will be provided to Riverside to resize for other publications TIMEFRAME August 1, 2026 - June 30, 2027 INVESTMENT $551,300 BILLING SCHEDULE August - $130,229 September - $64,551 October - $45,720 November - $38,200 December - $25,000 January - $30,000 February - $68,800 March - $73,800 April - $35,000 May - $20,000 June - $20,000 CLIENT SIGNATURE DATE af-lzCeeuJ fluSt1 r iS L,J�' Stock Imagery Licensing: Images used in this protect are licensed through Woodruff's Shutterstock accountAll stock image licenses remain with Woodruff. Client receives no ownership or transferable rights to the stock images, which may not be reused, redistributed, or extracted from the final deliverables for any other purpose.