HomeMy WebLinkAboutC29090 - Develop & Issue an RFP for Website Consultant ��•��
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CITY OF PALM DESERT
COMMUNITY SERVICES
STAFF REPORT
REQUEST: Authorization to develop and issue an RFP for website consultant;
Continue current contract with Kimberly Corak on a month-to-month basis.
DATE: August 27, 2009
CONTENT: Kimberly Corak Contract/Scope of Work
April — June 2009 Activity Report
Recommendation:
By Minute Motion, 1) Authorize staff to develop and issue a Request for Proposal (RFP)
for a website consultant; 2) Approve extension of current contract with Kimberly Corak
for website/online development and interactive services on a month-to-month basis
until a new contract is signed.
Executive Summary:
Both the Information Systems (IS) and Marketing staff continue to monitor the
effectiveness of the City's two websites (CityofPalmDesert.org and Palm-Desert.org).
More than ten thousand visitors use each site every month.
In order to meet the needs of our residents, visitors, and businesses, and keep a
competitive advantage in online marketing, the sites must continue to evolve and be
current with the latest technologies. This takes a considerable amount of time and
research and requires specialized knowledge. Therefore, these services are better
provided by a consultant, which also result in a cost-savings versus hiring a full time
staff person.
Staff is recommending developing and issuing an RFP for website consulting services in
order to evaluate the current market conditions.
As to not lose the momentum of our current online marketing efforts and to continue to
support the online IS functions, Staff recommends an extension of the current contract
with Kimberly Corak in an amount not to exceed $5,500 per month until the RFP
process is completed.
The cost of the current contract is split between two departments, thereby costing each
department $2,750 per month for a total of 60 to 80 hours of work. Funds are available
in FY 2009/10 budget, account numbers 110-4190-415-3091 and 110-4417-414-3090.
Kimberly Corak Contract
Page 2
Background:
The appropriate website consultant must have the technical knowledge to assist IS with
their needs and the marketing background to provide valuable consulting services to
both areas.
Staff in each City department has worked with Ms. Corak and is well-trained to make
everyday changes and updates to both websites. In addition to providing this type of
training, the website consultanYs duties include ensuring quality assurance, and offering
a higher-level expertise and strategic outlooks for the sites.
The website consultant duties include the following:
• Email blasts: Creates, distributes and analyzes results for sending email
newsletters and information to over 9,000 subscribers, the majority of which are
potential visitors. Analyzed data from these blasts allows the marketing
department to personalize the information to our visitors.
• Statistical traffic analysis — Analyzes the data showing how our websites are
used and provides recommendations to improve usage and efficiency of the
sites. The reporting includes what pages are viewed and in what order, as well as
how they found the site. This results in improved targeted marketing messages.
• Web vendor management — Consultant has knowledge of acceptable rates and
times for work on websites which helps the city save money and ensures a good
product at a fair price from third party vendors.
• Research — Consultant conducts general research of the sites and provides
recommendations. For example the number of requests for vacation guides has
increased dramatically. Based on that information, the consultant assisted in the
development of an online guide, thereby cutting printing and mailing costs.
• Social Marketing — This includes blogs, wikis, and social media sites. The
consultant monitors these for mentions of Palm Desert and assists in the creation
of them. Currently Palm Desert has more than 600 people engaging in our social
media activities.
Attached is an outline of three months of activities as well as a scope of work. Staff is
recommending this work continue on a month to month basis while an RFP is issued
and the selection process completed.
Submitted by:
� �1 � � y
Clayto elf Kristy Kneiding
Information Systems Manager Marketing Manager
Kimberly Corak Contract
Page 3
Approval:
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J in cCarthy Paul Gibson
ssi nt C' Mana er Director of Finance
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City anager
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Original an File with City erk's Office
* Authorized staff to develop and issue an RFP for website consultant and
discontinued the current contract with Kimberly Corak on a month-to-month
basis in the interim. 5-0
Client: City of Palm Desert
Project: Interactive Marketing and Web Site Management
Date: July 1, 2009
Interactive Marketing Service Description Timeframe Billings
ONLINE MARKETING CONSULTING AND MANAGEMENT Based on 15-20 $6,000 /month
»Purpose: Customer attraction and retention hours per Week
Online marketing consulting on all Web-based engagements (in partnership (based on 12
with Traditional and Interactive Agencies) including, but not limited to: month term).
• Online media
• Organic search marketing and pay per click marketing
• Affiliate programs
• Co-op programs (Desert Willow, JW Marriott, etc.)
• Interactive guides (vacation, dining, relocation)
LIFECYCLE MARKETING AND EMAIL MANAGEMENT
»Purpose: Customer attraction and retention (tourism); resident and
business customer service (egov)
Scope includes developing a lifecycle marketing and email strategy and
editorial calendar as well as all approved execution including:
• Template creative direction
• Data capture and feed strategy
• Messa�ing, promotion development, and copywriting
• Email set up and blasting
• Direct mail consulting (in partnership with traditional marketing)
• Tracking and analysis
• Staff training
WEB-BASED SOCIAL MARKETING AND PUBLIC RELATIONS CONSULTING
»Purpose: Customer attraction and retention
In partnership with the City's PR and Interactive Agencies, services will
indude consulting, management and tracking to ensure the City is
positively represented within the social fabric of the Web, induding:
• Social Web-based and wireless applications
• Photo (ie Flickr) and video (ie You Tube) entities
• Blogs, Wikis and microblogs (ie Twitter)
WEB SITE AND LANDING PAGE CONSULTING AND MANAGEMENT
»Purpose: Customer attraction and retention (tourism); resident and
business customer service (egov)
The scope includes services for all City of Palm Desert Web entities,
landing pages, and other sites per request. Specific features may include,
but are not limited to Travel Booking Engine; GIS and Mapping Integration;
Civica Integration; Click-to-Gov Integration; Staff Report Integration.
• Strategic planning
• Need and scope definition; technical requirements development
• Web vendor management
• Development and third-party integration management
• Usability, content and functionality audits
• Statistical traffic analysis
• Research including surveys and focus groups (employees/officials,
residents, businesses, visitors)
• Web site copywriting
• Content gathering, editing and production
• User comment management and analysis
• Site map generation
• RFP development/ bid review
Indudes all business services needed to do business with the City induding
on site meetings (as needed), weekly progress calls, mailing, faxing, etc.
Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive � Tempe � Arizona � 85282
602.741.0902 � KimberlyCorakC�yahoo.com
Billing and Assumptions
Services commence immediately upon receipt of contract and initial payment. Unused retainer hours expire at the
end of the month. Scope does not include any out-of-pocket expenses. Changes in project scope may result in
changes to the schedule and budget. Kimberly Corak is an independent contractor. Payment is due upon receipt
of invoice.
Authorization
The City of Palm Desert Consultant
Printed Name: Printed Name: Kimberly Corak
Signature Signature:
Date: Date:
Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive I Tempe � Arizona � 85282
602.741.0902 � KimberlyCorakC�yahoo.com
City of Palm Desert � Interactive Services Review
April, May, June 2009
April 2009 -Active Interactive Web and Marketing Projects
Project Management - (90 hours executed, contracted for 60-80 hours)
■ April 1 - 1 hour project status call with Kristy Kneiding
■ April 10 - 'h hour call with Kristy Kneiding and Donna Gomez regarding ecommerce
blueprints, technical requirements; and implementation plan
■ April 8 - 1 hour project status call with Kristy Kneiding
■ April 14 - 1 hour call with Kristy Kneiding and Mighty Interactive to review SEO and
PPC; discuss enhancements to the web site and provide direction on areas we'd like to
improve
■ April 15 - 1 hour project status call with Kristy Kneiding
■ April 15 - 1/2 hour review round of egov creative comps with internal egov team and
graphic designer
■ April 21 - 1 hour content call with Public Art to discuss content needed for the new
section; review of Content Management Plan; determine next steps and responsibilities
■ April 22 - 1 hour project status call with Kristy Kneiding
■ April 29 - 1 hour project management call with Public Art regarding site migration into
Tourism site
■ Ongoing email and calls with Kristy Kneiding, Clay VonHelf, Deborah Schwartz
Web Site
■ Major initiatives include:
o Planning, building and testing of new AIPP section within the Tourism website
(to replace the AIPP website);
o Blueprints, creative and project management of aesthetic and usability
enhancements to the Egovernment website per research and site usage;
o Blueprints, technical consulting, and project management of the ecommerce
feature within the tourism website for Visitor Center merchandise
■ Strategic planning, management, programming and/or implementation of a variety of
Tourism and Egov website changes induding, but not limited to:
o Things To Do accordion tabs,
o Contact Us spam submissions,
o Out of area events,
o Interactive dining guide creation and placement,
o Dining photography procurement,
o About Section sidebar recommendations,
o Dining and Nightlife section review and misc. enhancements (images, sidebars,
copy, links) per site usage and interactive best practices,
o Restaurant Week copy,
o Troubleshoot bug with the egov/email system integration,
o Replace Fashion Week creative and copy on the site with relevant promotions,
o Update City Manager information and image per request,
Email
Projects included planning content for new Tourism and Egov emails, procuring content,
programming text, links, and images for both HTML and plain text version, developing
distribution list, prelaunch testing and quality assurance. Specific tasks include, but are not
limited to:
■ Art direct and manage creative for new template
■ Garner and implement new header/subheader images
■ Concept, copy, programming and testing for first Tourism email
Interactive Marketing
Includes SEO, PPC, Media and Social Media
� Lead strategic planning on Social Media strategy
�Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive� Tempe � Arizona � 85282
480.894.1396 � KimberlyCorakC�yahoo.com
City of Palm Desert � Interactive Services Review
April, May, June 2009
■ Direct, program and manage all weekly Social Media posts (Twitter and Facebook)
induding messaging for Fashion Week, Dining and others
■ Compile, interpret and present statistics for
a. Interactive Marketing (scorecard)
b. Web Site (Google Analytics)
c. Facebook and Twitter
■ Miscellaneous Marketing, PR and Social Media collaboration including:
a. Notifying Kristy to respond to You Tube comments regarding Recycle Binney
and request to use video; provide consult on best practices at it relates to
social media
b. Review PPC, SEO and Online Media initiatives and provide feedback/suggestions
for improvement; integrate with various web pages
c. Collaborate with PR Agency (NFPR) for upcoming articles needed for Search
Engine purposes on site to drive traffic and communicate with potential
travelers
O Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive� Tempe I Arizona � 85282
480.894.1396 � KimberlyCorakC�yahoo.com
City of Palm Desert � Interactive Services Review
April, May, June 2009
May 2009 - Active Interactive Web and Marketing Projects
Project Management - (65 hours executed, contracted for 60-80 hours)
(Note, I was on vacation for the first week of the month, thus pushing out status calls until my
return)
■ May 13 - 1 hour project status call with Kristy Kneiding
■ May 14 - 1 hour call to review SEO and PPC results; discuss and implement action items
■ May 14 - 1 hour AIPP prelaunch call with Deborah Schwartz
■ May 20 - 1 hour project status call with Kristy Kneiding
• May 20 - 1 hour Ecommerce Training call with Donna Gomez
■ May 20 - '/z hour review round of egov creative comps with internal egov team
■ May 29 - 1 hour project status call with Kristy Kneiding
■ Ongoing email and calls with Kristy Kneiding, Clay VonHelf, Deborah Schwartz
Web Site
■ Major initiatives include:
o Building, launching and testing of new AIPP section within the Tourism website
(to replace the AIPP website);
o Creative and project management of aesthetic and usability enhancements to
the Egovernment website per research and site usage;
o Development, training and project management of the ecommerce feature
within the tourism website for Visitor Center merchandise
■ Strategic planning, management, programming and/or implementation of a variety of
Tourism and Egov website changes including, but not limited to:
o Troubleshoot inbound web form delay on Egov,
o Consult on ecommerce payment method (usability and technical) utilizing
previous experience with IBS,
o Troubleshoot calendar bug on tourism site,
o Position, edit and launch new web pages (budget travel, favorite restaurants
and outlet shopping) per SEO research; develop and implement sidebars for
each
o Split AIPP home page (within tourism site) into two pages due to poor usability
and content overload
Email
Projects included planning content for new Tourism and Egov emails, procurin� content,
programming text, links, and images for both HTML and plain text version, developing
distribution list, prelaunch testing and quality assurance. Specific tasks include, but are not
limited to:
■ Garner and implement new header/subheader images
• Concept, copy, programming and testing for second Tourism email
■ Shell development and programming for Bright Side, City Council and Planning
Commission upgrades
Interactive Marketing
Includes SEO, PPC, Media and Social Media
■ Continue to lead strategic planning on Social Media strategy
■ Direct, program and manage all weekly Social Media posts (Twitter and Facebook)
induding messaging for Public Art, Early Morning Adventures, Desert Willow and others
■ Compile, interpret and present statistics for
a. Interactive Marketing (scorecard)
b. Web Site (Google Analytics)
c. Facebook and Twitter
■ Miscellaneous Marketing, PR and Social Media collaboration including:
�Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive� Tempe � Arizona � 85282
480.894.1396 � KimberlyCorakC�yahoo.com
City of Palm Desert � Interactive Services Review
April, May, June 2009
a. Reviewing LA radio promotion (online component specifically) and providing
suggestions on ways to increase leads and capitalize on best practices
b. Lead strategic planning, creative and web initiatives for summer online
campaigns; engage with Agency to provide media and PPC budget and schedule
c. Begin research, planning and strategy for Marketing 2009/2010 Marketing Plan
m Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive� Tempe � Arizona � 85282
480.894.1396 � KimberlyCorakC�yahoo.com
City of Palm Desert � Interactive Services Review
April, May, June 2009
June 2009 - Active Interactive Web and Marketing Projects
Project Management - (95 hours executed, contracted for 60-80 hours)
■ June 3 - 1 hour project status call with Kristy Kneiding
• June 4 - 1 hour call to review Banner and PPC results; discuss action items
■ June 4 - 1 hour AIPP post launch call with Deborah Schwartz
■ June 10 - 1 hour project status call with Kristy Kneiding
■ June 11 - 1 hour AIPP post launch call with Deborah Schwartz
■ June 17 - 1 hour project status call with Kristy Kneiding
■ June 18 - '/z hour SEO status call and discussion on next steps
■ June 24 - 1 hour project status call with Kristy Kneiding
■ June 29 - 1 hour on-site status meeting with Deborah Schwartz
■ June 29 - 1 hour on-site status meeting with Clay Von Helf (action items including, but
not limited to: Creative and usability for new comps, ecommerce payment method,
Civica/ Public Works integration, Graphic Standards and Policing as well as 09/10
planning including Transparency, Warrant numbers, H T E (building permits and
business licenses), HR job applicant trafficking, Staff Reports, Section audits, mapping
and zoning, among others.)
■ June 30 - Facilitate full day on-site 2009/2010 Planning Meeting with Marketing Team,
including Agencies; lead/contribute to numerous next steps including research,
ptanning, budgeting and execution initiatives
■ Ongoing email and calls with Kristy Kneiding, Clay VonHelf, Deborah Schwartz
Web Site
■ Major initiatives indude:
o Post launch management, enhancements and bug fixes for new AIPP section
within the Tourism website;
o Creative and project management of aesthetic and usability enhancements to
the Egovernment website per research and site usage;
■ Strategic planning, management, programming and/or implementation of a variety of
Tourism and Egov website changes including, but not limited to:
o Proof, modify and post Family page; procure and add relevant image,
o Redirect URL from old California Guide ad,
o Place, develop and post new page for Housing (Sagecrest Senior Housing),
o Reviewed Set to Save You Tube video and provided feedback (suggested and
implemented Facebook and Twitter posts; suggested two minute version to
post on Facebook; integrated within the egov Set to Save, PD Goes Green, and
Businesses sections; cross linked from the relevant page of the tourism site.
o Manage Tourism website vendor (rate, scope, accountability) to reduce costs
for the City for various Public Art fixes
Email
Projects included planning content for new Tourism and Egov emails, procuring content,
programming text, links, and images for both HTML and plain text version, developing
distribution list, prelaunch testing and quality assurance. Specific tasks include, but are not
limited to:
■ Concept, copy, programming and testing for Tourism email
• Creative, programming, testing for new Bright Side email
■ Sought department approval on shell development and programming for City Council
and Planning Commission upgrades
Interactive Marketing
Indudes SEO, PPC, Media and Social Media
■ Continue to lead strategic planning on Social Media strategy
m Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive� Tempe � Arizona � 85282
480.894.1396 � KimberlyCorakC�yahoo.com
City of Palm Desert � Interactive Services Review
April, May, June 2009
■ Direct, program and manage all weekly Social Media posts (Twitter and Facebook)
including messaging for Restaurant Week, Father's Day, Set to Save, and others
■ Steered City's response for negative You Tube post about Set to Save
• Compile, interpret and present statistics for
a. Interactive Marketing (scorecard)
b. Web Site (Google Analytics)
c. Facebook and Twitter
■ Miscellaneous Marketing, PR and Social Media collaboration including:
a. Review/modify/approve PPC phrases and copy for Budget and Family pages
b. Develop/contribute to agenda for 2009/2010 Planning Meeting
c. Lead summer online campaigns; engage with Agency to provide media and PPC
budget and schedule
d. Provide feedback and statistics regarding NFPR's coverage in Travel Meredith
e. Procured Facebook.com vanity URL (visit Palm Desert) after hours (weekend
evening per Facebook's implementation schedule)
0 Kimberly Corak � Interactive Marketing and Web Site Consultant
343 East El Parque Drive� Tempe � Arizona � 85282
480.894.1396 � KimberlyCorakC�yahoo.com