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HomeMy WebLinkAboutC23413 Xtnsn - Advertising Svcs ����"� � � CITY OF PALM DESERT COMMUNITY SERVICES STAFF REPORT REQUEST: Award Contract No. c23413 to Full Gallop Marketing Communications in the amount of $96,300 for Advertising Seniices. DATE: June 26, 2008 CONTENT: Advertising Coordinator Services Contract April Marketing Committee Meeting Minutes Full Gallop Activity Report Recommendation: By Minute Motion: 1) Concur with the Marketing Committee's recommendation and award Contract No. c234i3 to Full Gallop Marketing Communications in the amount of $96,300 for Advertising Services for Fiscal Year 2008/09; 2) authorize the Mayor to execute the agreement on behalf of the City. Executive Summary: As stated in Resolution No. 03-49 for the creation of this Committee, every five years, or as otherwise recommended, the Marketing Committee will be responsible for participating in the review process of all interested advertising agencies. That formal process was conducted in 2005, and the Committee unanimously approved Full Gallop Marketing — Piper Close. Last year this Committee voiced some concerns about the costs associated with the contract, as a significant increase in retainer was proposed. Staff negotiated with Ms. Close and concluded that $8,025/month was a reasonable fee and it was agreed upon by both parties. Staff feels that the issue of the retainer fee has been resolved and the quantity and quality of work produced by Ms. Close continues to be top notch. She constantly seeks new and unique opportunities for partnerships and has strategic media buying skills that increase Palm Desert's requests for information. Attached is a report provided by Full Gallop Marketing, summarizing projects and activities conducted in the last year. This year, the Marketing Committee unanimously voted for a one-year extension of the contract with Full Gallop Marketing at the same retainer as last year. Staff is currently working on an RFP to be prepared to go to bid for next year's services. Full Gallop Marketing Contract -- Page 2 Background: Last year, Ms. Close presented a new ad campaign that was unanimously approved by the Committee. Subsequently, the campaign has been running in local and regional publications, placed on bus shelters, airport pillars, and translated into a new Vacation Guide for distribution by the Visitor Center. The City of Palm Desert continues to realize significant savings by its contract with Full Gallop Marketing. The agreement is based strictly on a monthly retainer, regardless of the type of work being conducted. This contract does not include agency commissions for media buys or services. Last year Palm Desert saved more than $90,000 in media buys alone because it did not pay the standard 15% commission. This resulted in the City being able to stretch its media buying power by that amount. The City also realized an additional $28,000 in savings by not paying traditional mark ups of services such as photography, production, and printing. In addition to the activities conducted through the Marketing Department, Ms. Close also has become an integral part of marketing other City departments' programs. Of significance this last year has been the Set To Save Energy Program. Full Gallop Marketing was responsible for establishing the program's identity, creating and placing radio and television commercials, and developing brochures and collateral pieces to support the Program. Other departments looking to Full Gallop Marketing for assistance and expertise include the Redevelopment Agency, Public Art, Public Works, and Special Projects (Recycling). Ms. Close's creation of Recycle Binney and the continuation of the creative commercials, brochures, and Binney related items have brought the City's recycling program to a higher level and is the most recognized in the area. The unique relationship established between Full Gallop Marketing and the City of Palm Desert results in a significant cost savings to the City each year, yields a high quality product, and expands our well-established brand. Staff recommends a one-year renewal of Full Gallop Marketing's contract at the same $8,025/month retainer as was approved last year. �� �� � Submitted By: � � � � . Kristy Kne' ing Sheila R. G Iligan Marketing Manager Assistant City Manage Approval: ��� L Carlos L. O ga Paul Gibson City Manag r Director of Finance REGULAR PALM DESERT CITY COUNCIL MEETING JUNE 26, 2008 XIV. NEW BUSINESS G. REQUEST FOR EXTENSION OF CONTRACT WITH FULL GALLOP MARKETING COMMUNICATIONS IN THE AMOUNT OF $96,300 FOR ADVERTISING SERVICES - FISCAL YEAR 2008-2009 (CONTRACT NO. C23413). Rec: By Minute Motion: 1) Concur with the Marketing Committee's recommendation and extend the subject contract with Full Gallop Marketing Communications in the amount of $96,300 for FY 2008-2009; 2) authorize the Mayor to execute the agreement on behalf of the City — funds are available in Account No. 110-4417-414-3215. ;;ITY COUNCIL�TIONi �3Pf'ROVED DENIE� RECE IVED (��H�R , :�E x Iri; L��.�"E �YESP , IeC3Ea: P..�SE.�IT• AB�`�AiN• , JERIFIEb BY: �r.ig�.nal �n File Ta. City Clerk° s OffirE � f'ALM DESERT PALM DESERT MARKETING COMMITTEE APPROVED MINUTES Tuesday, April 22, 2008 — 2:00 p.m. Administrative Conference Room I. CALL TO ORDER Sara O'Flynn called the meeting to order at 2:09 p.m. II. ROLL CALL Members Present: Members Absent: Melissa Allensworth Theresa Maggio Emily Bird-Hrivnak, Vice Chair Sara O'Flynn, Chair Lee Morcus Michael Shimer Brent Wise Staff/Others Present: Robert Spiegel, Mayor Pro Tem Sheila Gilligan, ACM, Community Services Kristy Kneiding, Marketing Manager Donna Gomez, Visitor Center Manager David Hermann, Management Analyst Piper Close, Full Gallop Marketing Michael Osgood, Desert Willow Lori Wimbish, Recording Secretary III. ORAL COMMUNICATIONS None IV. CONSENT CALENDAR A. MINUTES OF THE MEETING OF MARCH 18, 2008. Melissa Allensworth moved, by Minute Motion, to approve the minutes of the March 18, 2008, meeting. Motion was seconded by Emily Bird-Hrivnak and carried 5-0. Michael Shimer abstained as he was not in attendance at the March 18, 2008, meeting. V. NEW BUSINESS None APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 22, 2008 VI. CONTINUED BUSINESS A. FULL GALLOP MARKETING ADVERTISING CONTRACT Piper Close excused herself from the meeting. Kristy Kneiding gave a synopsis of the staff report. She said all services in Full Gallop Marketing's contract were inclusive. The cost savings to the City by not paying media commissions was significant. Attached to the staff report was a list of projects that Ms. Close was involved with in fiscal year 2007/2008. Ms. Bird-Hrivnak stated that Ms. Close does an outstanding job and to change direction at this point would be challenging. She was supportive of approving staff's recommendation to renew Full Gallop Marketing's contract for one year. Ms. O'Flynn was comfortable moving fon�vard with Full Gallop Marketing. Upon question by Ms. O'Flynn, Ms. Bird-Hrivnak responded that her comments were an official motion to approve the renewal of Full Gallop Marketing's contract. Ms. Allensworth added that the inclusion of inedia and creative services in Full Gallop's contract was significant. Traditionally, media and creative services would bid independently, and not be included in an agency's contract. Ms. Bird-Hrivnak moved, by Minute Motion, to approve staff's recommendation of a one- year renewal of Full Gallop Marketing's contract at $8,025/month retainer as was approved last year. Motion was seconded by Ms. O'Flynn and carried 6-0. A discussion ensued regarding future marketing ideas. VII. OLD BUSINESS None VIII. REPORTS FROM CITY COUNCIL LtAISONS A. City Council Mayor Pro Tem Spiegel gave a report on CVA activities. IX. REPORTS AND REMARKS A. Chair Ms. O'Flynn inquired of Ms. Kneiding as to whether she could obtain budget information from Paim Springs Life with regard to Fashion Week. Ms. Kneiding asked Ms. O'Flynn to outline the information she would like from Palm Springs Life and she would pass that request on to the appropriate party. 2 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 22, 2008 B. Committee Members Ms. Bird-Hrivnak reported that the Desert Springs Marriott Spa made the Conde' Nast Hot List. They were the only Marriott property, outside of Hawaii, that made the list. Nancy J. Friedman PR Agency organized a FAM trip to explore Palm Desert and focus on outdoor activities. The four writers wrote for a variety of fitness and travel publications. Ms. Allensworth reported that subscription sales for the McCallum's 2008/2009 season, was its biggest opening week ever in the 20-year history of the Theatre. The McCallum was ranked No. 20 in ticket sales throughout the world in the category of perForming art centers. Brent Wise reported that the Red Hat ladies would be lunching at Westfield Shoppingtown on Friday, April 25. Lee Morcus provided his view on the state of the economy. Mr. Morcus announced that the Chop House will host the Art of Food & Wine host committee meeting on Thursday, Aprii 24, 2008, at 4:30 p.m. C. Staff Ms. Kneiding reported that she and Ms. Bird-Hrivnak attended a media tour with the Nancy J. Friedman Agency in Los Angeles. She gave an overview of the trip. Ms. Kneiding informed the Committee about an E-Marketing Conference she attended in San Francisco. Coco-Cola's Global Interactive Marketing Director was one of the keynote speakers. She described how Coco-Cola was looking beyond website advertising and looking forward at mobile-to-mobile marketing. Michael Osgood announced that Desert Willow has an opening for the position of "Director of Catering Sales." The candidate must be personable and able to sell weddings and special events. If any Committee member knows of anyone looking for that kind of a position, please refer them to Desert Willow. He announced that the City of Palm Desert won back the Cal State Charity Golf Tournament cup. X. INFORMATIONAL ITEMS 1. Tourism Lead Report: 3�d Quarter, 2007-2008 2. Visitor Information Center Activity Report— March 2008 Donna Gomez reported that the number of visitors to the center was up over last year; however, sales were slightly lower, consistent with the current economy. The main purpose and goal of the Visitor Center was to serve visitors and promote local businesses. 3 APPROVED MINUTES PALM DESERT MARKETING COMMITTEE APRIL 22, 2008 Products related to the Art of Food & Wine Festival were going to be available at the Visitor Center to help promote the event. David Hermann added that the Visitor Center will promote a featured item each month in the City's BrightSide newsletter. XI. ADJOURNMENT With Committee concurrence, the meeting was adjourned at 4 p.m. Lori Wimbish, Recording Secretary 4 CONTRACT NO. C23413 ADVERTISING COORDINATOR SERVICES AGREEMENT 1. Parties: This Agency Service Agreement("Agreement") is entered into this 30th day of June, 2008, by and between the CITY OF PALM DESERT, a municipal corporation, hereinafter referred to as "CITY", and FULL GALLOP MARKETING COMMUNICATIONS, hereinafter referred to as "FULL GALLOP." 2. Scope of Services: Subject to the terms and conditions of this Agreement, FULL GALLOP shall furnish and provide the following services and materials, including but not limited to those services outlined in the proposal presented to and accepted by the Palm Desert Marketing Committee: a) Prepare or cause to be prepared art work and advertisements for approval by the CITY or its designee. In connection therewith, FULL GALLOP shall: i) Work within the approved marketing plan and schedule as set forth by the Marketing Committee for the period between June 30, 2008, and June 30, 2009, for approval by the CITY or its designee, which plan and schedule shall include recommendations as to the media, art and copy appeals, budgets and coordination of such advertising with other marketing and advertising activities within the City of Palm Desert; 1 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. C23413 ii) Prepare cost estimates and furnish the same to the CITY, or its designee, for their approval, and enter into contracts for space or time in media for approved advertisement; iii) Create, design, and supervise the production of advertising to be published in newspapers, periodicals, magazines, trade journals, and other media; iv) Check insertion of approved advertising and otherwise verify proper delivery and distribution thereof; v) Maintain a permanent file of all art work and advertising materials, which shall be the property of the CITY and shall be made available to the CITY for use by it without additional cost or charge; and vi) Evaluate and recommend payment for all expenses incurred for art work and advertisements and for the placement and publishing thereof in newspapers, periodicals, magazines, trade journals, and other media subject to reimbursement in accordance with the provisions of Section 4. b) Prepare, publish, and distribute or cause to be prepared, published, and distributed information promoting Palm Desert facilities and services (including but not limited to collateral materials, brochures, website, and 2 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. C23413 special projects) as may be requested by the CITY or its designee. In connection therewith, FULL GALLOP shall: i) Furnish or cause to be furnished all required research,writing, editing, type specification, photography, layout, illustration, assembly, and all other details connected with any such requested projects; ii) Perform such other services as may be necessary to print, publish, and distribute any such projects; and iii) Evaluate and recommend payment for all expenses incurred for the preparation and distribution of any such projects in accordance with Section 4. c. Assist in the promotion of such public relations events as the CITY or its designee may request. In connection therewith, FULL GALLOP shall: i) Prepare or cause to be prepared such exhibit and display materials as may be requested and approved in writing by the CITY or its designee; and ii) Evaluate and recommend payment of all expenses incurred in the preparation of exhibits and display materials in accordance with Section 4. 3 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. C23413 3) Term: The term of this contract shall commence on June 30, 2008, and end on June 30, 2009. 4) Compensation: The amount budgeted for advertising and publicizing the City of Palm Desert's facilities, services, events, and for the production of collateral materials is established as part of the City's fiscal year budget for the period of July 1, 2008, to June 30, 2009. The CITY's liability for advertising materials and services under this contract shall not exceed the amount budgeted. The CITY reserves the right, at any time during the term or any extension thereof, to adjust the amount budgeted for advertising services. Prior to performing any services or furnishing any material contemplated by this contract to be undertaken and furnished by FULL GALLOP, the CITY or its designee, after conferring with FULL GALLOP, shall authorize the services rendered and materials to be furnished, the agreed compensation to be paid for these services, the manner of payment, the description of the estimate of reimbursable expense, and such other matters as may be deemed proper. Subject to the limitations and provisions set forth in this Section, the CITY shall compensate and reimburse FULL GALLOP as follows: a) The CITY will pay FULL GALLOP a flat fee of eight thousand twenty-five dollars ($8,025) per month to cover advertising services and other projects, including but not limited to collateral materials, brochures, online marketing, and special projects. Such services include but are not limited to meetings, 4 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. C23413 account planning and service, production management, media planning and buying, secretarial and clerical. The parties estimate that FULL GALLOP will provide an average of approximately 80 hours per month of services; the actual number of hours provided in a given month may be more or less than 80. b) Any work outside the scope contained in this agreement will be billed at one hundred twenty five dollars ($125) per hour or on an agreed upon project fee by the departments requesting the service. c) FULL GALLOP will purchase media at the lowest rate available. All billings will be submitted at net costs for payment by the CITY. FULL GALLOP will not markup billings or receive commissions. d) FULL GALLOP shall bill the CITY at the beginning of the month. Each invoice shall contain, in reasonable detail, the projects and services worked on and rendered with supporting documentation or reimbursable costs and expenses for the previous month's activities. Payment and reimbursement will be made in due course of payment by the CITY. e) FULL GALLOP shall keep full and accurate books of accounts and records and other pertinent data in accordance with generally accepted accounting principles reflecting all transactions contemplated by this Agreement. 5 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. C23413 5) Termination: Either party may terminate this Agreement at any time by giving the other party thirty (30) days written notice of its intent to terminate, provided, however, the CITY's obligation to compensate and reimburse FULL GALLOP for services rendered or materials furnished or contracted for as of the date of notification by either party of the election to terminate, shall continue in accordance with the terms herein. 6) Marketing Committee: The CITY reserves the right to designate the Marketing Committee of the CITY or any other committee or individual as its representative for any part of the review and approval retained by the CITY under any provisions of this Agreement and will advise FULL GALLOP of such designation, and such designation shall continue until modified by the CITY. 7) Owner of Work: All art work, advertisement of any form, exhibit and display materials or other printed material, logos, designs, drawings, and models prepared or performed under this Agreement shall be the property of the CITY. FULL GALLOP specifically transfers any "right of reproduction" as defined by California Civil Code S982 and S988 to the CITY and its assigns. FULL GALLOP also agrees to maintain adequate books and records of all works in progress throughout the duration of this Agreement. Said books and records shall be and remain the property of the CITY upon the expiration or earlier termination of this Agreement. Within five (5) days of any expiration or earlier termination of this Agreement, FULL 6 ADVERTISING COORDINATOR SERVICES AGREEMENT CONTRACT NO. C23413 GALLOP agrees that it shall provide the CITY with the aforementioned books and records. IN WITNESS WHEREOF, the parties have caused this Agreement to be executed by their respective authorized officers or representatives as of the date and year first above written. FULL GALLOP MARKETING CITY OF PALM DESERT COMMUNICATIONS A Municipal Corporation By: By: Printed Name: Date: (SIGNATURE MUST BE NOTARIZED) ATTEST: By: City Clerk 7 Full Gallop Marketing City of Palm Desert 2007-08 Project Summary New Campaign Conceptualized a new ad campaign: "Plan To be Spontaneous" to represent Palm Desert in all media advertising. Wrote headline and sub headline, researched images, and provided creative direction to the designer for completion of print and outdoor ads. Managed the sizing and placement of the ads. Television Advertising Developed a script for a :30 television commercial to reflect the new campaign — "Plan To Be Spontaneous". Provided creative direction to the production company to complete the spot. Media Plan Developed a media placement strategy and plan for the fiscal year. Distributed all ads to the media, including the "Your Trip Starts Here" campaign for the Visitor Center. Researched and bought media in new markets for print ads and television commercials including Chicago, Portland, and Seattle. Extensively researched ad placement in Vancouver, Canada and will consider it for the next fiscal year. Collateral Annual Calendar — Our Community, Our Environment, Our Responsibility Developed the theme for the calendar to play out as a resource for energy conservation and other environmental issues spotlighting 12 areas that illustrate how the City sets an example. Coordinated photo shoots to compliment the theme and to add to the City's photo library. Wrote captions and tips to accompany the photos and provided creative direction to the graphic artist. Vacation Guide and Envelope Coordinated the production and printing of the Vacation Guide. Worked with a writer and designer to develop the piece which reflects the new "Plan to Be Spontaneous" campaign. Maps Working on the completion of the updates for the three maps distributed at the Visitor Center including hiking, biking, and shopping. Events Music & Movie Madness Worked on the re-branding of the Summer of Fun concert and movie series: Created a new look for the ads. Bought media for print and radio, produced the giveaway fans promoting the event schedule. Created and placed advertising for the following events: Fourth of July Veterans' Day/sculpture dedication Art & Essay Contest (April) Athena Awards Visitor Center Created ads and developed a holiday advertising schedule for print and radio. Advertised the Wreath Lighting event. Developed a Palm Desert postcard to sell at the Center. Oversaw the creation and placement of miscellaneous ads: Pacific Life Open Man About Town Riverside SherifF's program Shelter From the Storm Fashion Week Bob Hope Chrysler Classic Polo Balloon Festival Chamber of Commerce publications The fol%wing activities were conducted outside the Marketing Budget. Art In Public Places Developed a Media Plan Created a brochure for the Public Art Forum Created and produced Docent Tour rack card Set To Save Energy Program Created newspaper ads, and television and radio commercials. Provided creative direction on the Set To Save brochure. Coordinated printing and mailing of the piece. Oversaw production of two new Recycle Binney commercials relating to energy: HVAC and Refrigerator recycling. Developed a media plan and placed the media. Created a logo for the Solar Saves program. Bright Idea Expo Created the event name and logo design. Provided creative direction for newspaper advertisements, tab on, radio ads, and the English and Spanish flier. Also placed the media for the event. Recycling Coordinated design and production of a Neighborhood Clean-up insert for the BrightSide newsletter in English and Spanish. Created an Annual Recycling brochure in English and Spanish. Coordinated production of a Recycle Binney magnet and brochure. (Currently in production) Redevelopment Coordinated revisions for the Shopper Hopper brochure route map. Desert Willow Golf Resort Oversaw the production of updating collateral materials: scorecards, rate cards, survey cards, brochures, menus, and online components. Organized and completed two photo shoots and updated ads to include new images. Developed and implemented the media plan.