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HomeMy WebLinkAbout1992-11-10 - AGENDA REPORTS - AGMT THAYER KEENER RESO 92 204 (2)CONSENT CALENDAR DATE: November 10, 1992 AGENDA REPORT City Manager Approval /I QpItem to be presented by: 01VI 7"4612: ' �. YlM�IMichael K. Haviland "4612:� SUBJECT: Authorization for City to Enter Into a Professional Services Agreement with., Thayer Keener for Economic Development Marketing Services Resolution No. 92-204 DEPARTMENT: Community Development BACKGROUND: On October 27, 1992, City Council requested additional background Information regarding the selection process for Economic Development Marketing Services. The following Is a response to that request: The economic development marketing program is funded by commitments previously approved by City Council. The concept of a marketing program Is consistent with the objectives outlined In the adopted Three -Year Economic Development Strategy, and the recommendations of the City's recent Economic Recovery Workshop. The selection process for marketing services Included two parts. First, a request for qualifications (RFQ) was developed around seven information subjects, Including samples of work and references. This RFQ was sent to ten marketing firms (see Attachment A.) A second evaluation undertaken requested proposers to submit a cost estimate fora specified brochure (see Attachment B.) The firm of Thayer Keener has been recommended to undertake the program based on the review of both evaluative tools. All of Thayer Keener's design services will be provided by Mr. Randy Riggs, a local Santa Clarita resident. The remaining 73% of the total marketing budget will utilize locally qualified service providers for printing, photography, etc., as appropriate. The firm of Thayer Keener was selected because (1) they afford "full service" advertising, public relations, marketing and design firm capabilities; (2) they have a strong record of accomplishment and experience In economic development, retail attraction and redevelopment; and (3) the quality of their work was verified by work samples and in reference follow-ups. RECOMMENDATION: Adopt Resolution No. 92-204, authorizing and approving the attached professional services agreement between the City and Thayer Keener Consultants. Direct staff to provide timely progress reports to City Council, and to form an ad hoc committee to advise economic development staff on marketing campaign development. ATTACHMENTS: (A) Request for Qualifications and Mailing (B) Request for Qualification (Cost Estimates) (C) Professional Service Agreement (D) Scope of Services (Thayer Keener) LMH:MH:DDP eoufA : dopled11-10 J 10 rurorkeen...dda (� � 1 Agenda Item: ro SCLHRiiri PFue.002 CITY OF SANTA CLARITA Economic Development Marketing Program Thayer Keener Scope of Services CONTRACT AMOUNT $49,000 Services to include development of Santa Clarita community image and business opporttinities materials, advertising and targeted media contact. The Thayer Keener scope of services to include the following projects: I. Pre-print production of Quality of Life Brochure, including development of marketing identity for use in all marketing materials --515,000. 2. Pre-print production of five related brochure/inserts addressing: 1) Community Profile, 2) Film, 3) Visitors, 4) Retail and 5) Industrial/Commercial opportunities --$10,000. 3. Pre-print production of Economic Development Newsletter (2 editions @ S1,500)-43,000. 4. Targeted media contact/public relations -45,000. 5. Pre-print/pre-broadcast production of advertising --$10,000. 6. Special projects/miscellaneous-46,000. Work included for production of materials includes concept development and design, research (information gathering), copy writing, typography, production of pre-print mechanical artwork, and project coordination. NOTE: Costs for photography, printing and advertising space and/or broadcast time are not included In this contract. If billed through Thayer Keener they will be passed on to the City for reimbursement without markup. Projects will be completed in phases. Phases I -III include simultaneous development of camera-ready art for six brochures (Projects 1 and 2). PHASE I: DESIGN/CONCEPT DEVELOPMENT $8,300.00 Design comps (identity) By Oct. 29 Materials design comps By Oct. 29 Initial research By Oct. 29 Estimated personnel involvement/Phase L• Avery Keener. 28.5 hours @ $100 Martha Thayer. 10 hours @ $125 Randy Rigg: 42 hours @ $100 PHASE IL• COPY WRITING/DESIGN LAYOUT $8,300.00 Research/information gathering By Nov. 10 Writing ofworking draft By Nov. 25 Final Revisions By Dec. 10 Estimated personnel involvement/Phase II Avery Keener. 33 hours @ $100 Martha Thayer. 30 hours @ $125 Ann Winston: 10 hours @ $15 Randy Rigg: 5 hours @ $100 (more) 1z ZC .J 4z PNUM IMHYtK KttNttt IU SI.LHXIi H PHASE III: PRODUCTION By Dec. 24 58.3UV.UV Typography Film ib photostats Photography coordination Production of mechanical art Estimated personnel involvement/Phase. III Avery Keener. S hours @ $100 Rnndy Rigg: 79 hours @ $100 (This time allocation includes costs for materials required for pruduclion of cameta-ready artwork). YliA5k 1V: PRINTING Not applicable In this contract. Printing time estimate: One month. PHASE V: NEWSLETTER OI (pre-print) By Feb. 26 $2,000.00 Est. Avery Keener. 12 hours @ S100 Ann Winstum 6.5 huurs @ $75 Randy Rigg: 4 hours @ $100" ADVERTISING CONCEPT By Feb. 26 55,000.00 Est. Martha Thayer. 20 hours L $125 William Harrold 20 hours @ S125 PHASE VI: ADVERTISING PRODUCTION By March 71 $5,000.00 kst. William Harrold 2 hours (at 5125 Martha Thayer. 5 hours @ $125 Randy Rigg: 44 hours @ $100 PHASE VII: NEWSLETTER 02 (Pre-print) By June 2 SI,000.00 Fal. Avory Keener: 8 houts @ $100 Ann Winston: 3 hours @ $75 BILLING PROCEDURE: Invoices for each phase of work will be submitted 1$ days prior to agreed upon completion date and will, therefore., he payable upon satisfactory completion of said phase. Work related to mrgeted media contact/public relations, and special projects/miscellaneous, Will be billed monthly, as completed. Billings to be accompanied by written report of progress; including identification of individuals involved, time expended, billing rate and specific activity. HHUL. 00J ma. TOTAL PAGE.©©O Month ------------------ May 1992 CHECK REGISTER SCHEDULE Invoices Due to A/P By 5.00 p.m. ------------------ May 11, 1992 May 18, 1992 May 22, 1992 June June 1, 1992 June 8, 1992 June 15, 1992 June 22, 1992 June 26, 1992 July July 6, 1992 July 13, 1992 July 20, 1992 July 27, 1992 August August 3, 1992 August 10, 1992 August. 17, '1992 August 24, 1992 August 31, 1992 September September 4,:1992 September 14, 1992 September 21, 1992 September 28, 1992 October October 5, 1992 October 12, 1992 October 19, 1992 October 26, 1992 November November 2, 1992 November 9, 1992 November 16, 1992 November 20, 1992 November 30, 1992 December - December 7, 1992, December 14, 1992 December 18, 1992 * December. 24, 1992 * Checks Dated ------------------ May 15, 1992 May 22, 1992 Hay 29, 1992 June 5, 1992 June 12, 1992 June 19, 1992 June 26, 1992 July 2, 1992 July 10, 1992 July 17, 1992 July 24, 1992 July 31, 1992 August 7, 1992 August 14, 1992 August 21, 1992 - August 28, 1992 September;4, 1992 September'll, 1992 September 18, 1992 September 25, 1992 October 2, 1992 October 9-, 1992: October 16, 1992 October 23, 1992 October 30, 1992 November 6, 1992' November 13, 1992 November 20, 1992 November 25, 1992 December 4, 1992 December 11, 1992 December 18, 1992 December 24, 1992 December 31, 1992 * Change in Monday deadline due to holiday. A^TACEMENT A CITY OF SANTA CLARITA REQUEST FOR QUALIFICATIONS Graphics and Communications Services The City of Santa Clarita, California, is requesting proposals from professional marketing and communications fines to provide design, production management, media placement of promotion materials and public relations efforts forthe Implementation of an economic development marketing program. The contractor selected will work under the direction of the City's Economic Development Coordinator In a retainer capacity for a time frame of approximately six months, or until April of 1993. . Process The purpose of this solicitation is to obtain a response addressing all the Items within the Statement of Qualification. It is not necessary to prepare a highly detailed and comprehensive presentation of the firm's service offering or qualiticatlons. Please refer to submittal requirements for further explanation. Prolect Background The City of Santa Clarita adopted a strategic economic development plan In August of 1991. This plan identified several economic Initiatives including an Image and economic attraction marketing efforts. The Image marketing initiative has Its foundation In an extensive Image research effort undertaken earlier. The Image objective is to create and strengthen "brand awareness" and positive identity for the name Santa Clarita externally, and to also create a positive name recognition and association Internally with the several subcommunitles that make up Santa Clarita. The economic attraction Initiative Is aimed at creating a competitive market position for the City for the creation of local jobs, and attraction of retail, commercial, and Industrial Investment In the community. The attraction of promotional materials are Intended to communicate to potential clients in the following target market Industries: Commercial/industrial, retail, film, and tourism/hospitality. Scope of Work The consultant will assist the Economic Development Coordinator in the design production and implementation of promotional materials and communication programs, to address the City's objectives of business 'Image' and attraction. Examples of deliverables could Include, but are not limited to the following: o Design of a graphic name Identification and graphic format to assure consistency in all economic development communication materials. o A three -told community profile for general distribution. o An advertising campaign promoting economic development objectives and Santa Clarita name Identity Incorporating local and state publications. c o A muhi-panel visitor's guide (pamphlet form). o An industrial opportunity (pamphlet forth) o A retail opportunity (pamphlet forth). o Support for an annual economic development event and other public relations activities. Upon selection, the Economic Development Coordinator and the contractor will mutually establish specific deliverables and time schedules for various promotional products consistent with the economic marketing objectives of the City. The contractor will be responsible for graphic design, layout, coordinate production and placement of promotional materials. The use of local Santa Clarita Valley vendors In product areas such as typeset, photography, and printing, will have a high priority. Minimum Qualifications The firth selected must have demonstrated experience and success In marketing and communications for public sector economic development programs. The firm should also demonstrate strong graphic design capability. The prospective contractors are asked to provide information on the firm's qualifications in the following areas: Statement of Qualifications o Experience In managing marketing/communications campaigns In a public sector economic development setting. o Brief descriptions of at least two (2) examples of advertisement brochures completed by the contractor, with client references from the respective projects. o Evidence of In-house graphic design capability and accomplishment including evidence of communication awards or professional recognition for graphic design/creativity. o Demonstrated experience In utilizing a broad range of advertising and public relatlon tools and media. o Evidence of staff capability to support advertising, public relations and design services, and to respond quickly and creatively to marketing opportunities and situations. o Names and qualifications of Individuals and/or subcontractors to perform the work, Including resumes and specific project experience. o Billing rates for services provided. .2- Submittal Requirements Please limit your response to three (3), 8-112 x 11 pages In addition to examples of work and staff resumes. Provide the original and two (2) copies of the response along with the firm's name, address, phone number, and a contact person. Deliver by 5:00 p.m., September 11, 1992 to: Michael K. Havlland Economic Development Coordinator City of Santa Clarfta 23920 Valencia Boulevard, Suite 300 Santa Clarlta, CA 91355 Based on the review of the above submittals, three firms will be selected for competitive bidding on a separate submittal, for communication/marketing services for the City's Economic Development program. Based on proposed cost estimates and time frames for completion, a single firm will be selected to be the "agent of record" for the Economic Development Division. Contractor selection will be made by September 21, 1992. All applicants will be notified by September 21, 1992. (Please nate: These dates are listed as a statement of our Intent and may be subject to change.) Questions should be directed to Michael K. Havlland, Economic Development Coordinator at (805) 255-4369. rfq.mh (MH:395) .3. Ms. Ann Lewellen Thayer Keiner 550 North Brand Boulevard. Suite 900 Glendale,. CA 91203-1904 Dear Ms. Lewellen: Ms. Melinda Sue Norin President MSN & Associates 13601 Ventura Boulevard 11430 Sherman Oaks, CA 91423 Dear Ms. Norin: Ms. Judy Williams Principal Smith -Williams Marketing Communications The Dodsworth Building 1 South Fair Oaks Avenue Suite 402 Pasadena, CA 91105 Dear Ms. Williams: Ms. Margaret Lohman Vice President McKim Public Relations 3550 Wilshire Boulevard Suite 650 Los Angeles, CA 90010 Dear Ms. Lohman: c/o Robert Schwab Urban Strategies Land Development and Marketing 50 Crest View Drive Orinda, CA 94563 Dear Mr. Schwab: Mr. Steven B. Fink President Lexicon Communications Corp. 1880 Century Park East Suite 810 Los Angeles, CA 90067 Dear Mr. Fink: Mr. Bruce A. Barton Butes & Associates 461 Bush Street Fourth Floor San Francisco, CA 94108 Dear Mr. Barton: Ms. Susannah Clark Casper Design Group 3356 Adeline Street Berkeley, CA 94703 Dear Ms. Clark: Mr. Frank Wilson President Frank Wilson & Associates 23332 Mill Creek Drive Suite 155 Laguna Hills, CA 92653 Dear Mr. Wilson: Ms. Jan Berk Revelations Advertising 463 West Fifth Street Oxnard, CA 93030 Dear Ms. Berk: Ms. Donna Ganshirt Account Executive Genesis Group 120 South Victory Boulevard Suite 101 Burbank, CA 91502-2801 Dear Ms. Ganshirt: City of Santa Clarita Jill Klajic Mayor Jan Heidt Mayor Pro -Tem Carl Boyer Councilmember Jo Anne Darcy Councilmember George Pederson Councilmember 23920 Valencia Blvd. Phone Suite 300 (805) 259-2489 City of Santa Clarita Fax California 91355 (805) 259.8125 ATTACHH=T a September 15, 1992 Avery Keener, Principal Thayer Keener, Municipal Marketing Specialists 330 Arden Avenue Suite 330 Glendale, CA. 91203-1131 RE: Request for Qualifications for Marketing/Design Consultants Dear Avery Keener: Thank you for submitting a proposal to the City of Santa Clarita regarding the marketing and design consultant .RFQ. Enclosed is a copy of the City's Valley of Choice brochure. Using this brochure as a reference document, please provide the City an estimate for the design and printing costs, assuming similar use of graphics, photographs, and materials. We would appreciate a cost estimate for the printing of 3,000 copies and 5,000 copies by Tuesday, September 22, 1992 at 5:00 p.m. A facsimile -response would be considered appropriate. Please note that the City's intent is not replicate, this product; however, we are envisioning a product that would be consistent with the theme used throughout the brochure. Thank you once again for your interest with the City of Santa Clarita. If you have any questions, please contact me or Daniel Powers,.Assistant Planner, at (805) 255-4330. Sincerely, LYNN M. HARRIS . DEPUTY CITY MANAGER COMMUNITY DEVELOPMENT Michael K. Haviland Economic Development Coordinator LMH:MH:DDP:1006 RESOLUTION NO. 92-204 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SANTA CLARITA, CALIFORNIA, AUTHORIZING THE CITY TO ENTER INTO A CONTRACT AGREEMENT FOR ECONOMIC DEVELOPMENT MARKETING SERVICES WHEREAS, the City Council of the City of Santa Clarita adopted Resolution No. 92-135 approving the Annual Budget for Fiscal Year 1992-93; and WHEREAS, the City Council of the City of Santa Clarita appropriated $94,000 for an economic development marketing program; and WHEREAS, a Request for Qualifications was sent to ten- qualified consultants, two (2) proposals were reviewed by City staff, anda consultant was thereafter selected; and WHEREAS, the partnership of Thayer Keener Consultants, and the Department of Community Development have agreed to a not -to -exceed cost of $49.000 (Forty nine Thousand Dollars) for marketing and advertising services, as identified in Exhibit A of the Professional Services Agreement. NOW, THEREFORE, BE IT RESOLVED, that the City Council of the City of Santa Clarita does hereby consent to enter into a contractual agreement with Thayer Keener, for marketing and advertising consultant services for the City of Santa Clarita. PASSED, APPROVED AND ADOPTED this day of 1991. Jill Klajic, Mayor ATTEST: Donna M. Grindey, City Clerk STATE OF CALIFORNIA ) COUNTY OF LOS ANGELES) as CITY OF SANTA CLARITA) I, Donna M. Grindey, DO' HEREBY CERTIFY that the above and foregoing Resolution was duly adopted by the City Council of the City of Santa Clarita at a regular meeting thereof, held on the day of , 1992 by the following vote of Council: AYES: COUNCILMEMBERS: NOES: COUNCILMEMBERS: ABSENT: COUNCILMEMBERS: Donna M. Grindey, City Clerk