Fremont City Council Meeting: 06/21/22 07:00 PM
3300 Capitol Avenue Div/Dept: City Manager's Office
Fremont, CA 94538 Category: Agreements and Contracts
SCHEDULED
Sponsors:
STAFF REPORT (ID # 4641) DOC ID: 4641
Updated: 6/15/2022 1:35 PM by Alberto Quintanilla Page 1
RENEWAL OF COMMUNICATIONS WRITING ASSISTANCE SERVICES
CONTRACT- Authorize the City Manager to Execute a Service Agreement with The Hoffman Agency for Communications Writing Assistance Services Contact Persons:
Name: Geneva Bosques Amanda Gallo
Title: Director of Communications and
Legislative Affairs
Management Analyst II
Div/Dept: City Manager's Office City Manager's Office
Phone: 510-284-4094 510-284-4016
E-Mail: [email protected] [email protected]
Executive Summary: The City has successfully positioned itself as a recognized leader among Bay Area cities and an economic force in Silicon Valley through a strong partnership with The Hoffman Agency (Hoffman), an award winning and regionally recognized public relations firm. Staff recommends continuing the partnership currently in place with Hoffman as it pertains to communications writing assistance services and is requesting approval for the City Manager, or her designee, to execute a two-year service agreement with an annual amount not to exceed $60,000.
BACKGROUND: Delivering a robust and dedicated communications and civic engagement strategy is a high priority for the City. In December 2012, the City began working with Hoffman to promote Fremont and establish a media plan to communicate a positive impression of Fremont to target audiences, primarily focused on economic development activities and efforts. Based on the success of this initial effort, the program was expanded and the City entered into a service agreement with Hoffman for communications and writing assistance services in 2013. Over the past nine years, the City’s partnership with Hoffman has resulted in implementing an integrated campaign that has built the Fremont brand with increased local, national, and international media coverage highlighting the City of Fremont in several major publications, websites, and news broadcasts.
With the support of Hoffman’s services, the City has completed several major communications initiatives across City operations during the last contract period, further enhanced by access to communications writing assistance services. A brief sample of accomplishments includes:
• Ongoing Economic Development Media Relations - Hoffman has continued to assist the City with leveraging its large Advanced Manufacturing industry presence and overall innovative initiatives such as the BACK to Work Program (formerly Earn and Learn Pilot Program), and the new Small Business Hub, resulting in Fremont being highlighted as a leader in regional publications increasing Fremont’s visibility in local and national media continues to climb. • Blog posts for Think Silicon Valley – Hoffman has continued to help share Fremont’s story. In December a new blog post was drafted to share Fremont Fire’s Microgrid deployments and to promote Delta Electronics’ byline in Solar Staff Report (ID # 4641) Meeting of June 21, 2022
Updated: 6/15/2022 1:35 PM by Alberto Quintanilla Page 2 Power World. According to the U.S. Department of Energy, Fremont is currently home to three of the five fire stations nationwide which use solar microgrids. • Police Patrol Electric Vehicle (EV) Pilot Program – Continuing the success story of FPD’s EV pilot program, Hoffman assisted the City in developing a news release and media strategy detailing the deployment of a second EV patrol car, a Tesla Model Y, that resulted in coverage in publications such as Fox Business, CleanTechnica, and Government Fleet, furthering Fremont’s position as a leader in sustainability and private-public sector relationships. • Writing projects have included articles and social media for Redistricting/Census City employee recruitment efforts, Police Chief’s transition plan, small cell project, Dine Out in Fremont, traffic safety, housing programs and State of the City.
Fremont.gov website –The Hoffman Agency was a valuable partner in the development of the new Fremont.gov. The Hoffman team assisted staff with drafting and updating content, design elements and PR communications to announce its’ launch.In November 2021, the City renewed its Public Relations Program service agreement with Hoffman for a three-year term. Staff wishes to also renew the City’s partnership with Hoffman for communications writing assistance services in order to ensure continued expansion and consistency of the City’s communications functions, brand, and outreach.
DISCUSSION/ANALYSIS: As the City of Fremont continues to grow and the public expectation to receive timely information across multiple channels, the demand for citywide communications is at an all-time high. To manage the volume of communication required, across a variety of digital platforms and print media, staff relies upon third-party public relations and graphic design services to supplement its efforts. The City’s continued partnership with Hoffman, as well as with the other smaller third-party support services is paramount in supporting the City’s overall effort. It allows for access to technical assistance, resources and expertise on high-level Citywide and strategic business initiatives and City priorities.
City staff and Hoffman have developed the following scope of continued writing assistance services for the upcoming service agreement through June 30, 2024. The goal of the communications writing assistance program is to continue to promote the City of Fremont’s programs, services, events, and its employees in the following but not limited to, areas:
• Advertisements for local papers
• News and media releases (1-3 per quarter)
• City Newsletters: Three city newsletters, the Fremont Connection, and several ad hoc specialized newsletters per year (e.g., Traffic newsletter) • News Briefs: Develop media alerts that are sent out to the City’s media list and posted on the City website
• Social Media and website content for Fremont.gov and Think Silicon Valley • Mayor and City Manager Messaging: Develop speaking points, letters to the community, speeches, newsletter columns, blog posts, etc., as necessary • Internal Communications to employees: Develop articles, emails, etc., as necessary • Other ad-hoc writing projects that are unforeseen. Hoffman will work with Fremont to prioritize writing projects should an unexpected project come up.
Staff Report (ID # 4641) Meeting of June 21, 2022
Updated: 6/15/2022 1:35 PM by Alberto Quintanilla Page 3 Based on the above project requirements, Hoffman will continue to provide the following resources and hours to engage with Fremont on the communications writing projects:
• Deliver 40 hours per month to Fremont to support City communications efforts. • Hours will be allocated to team members already engaged on the current Fremont/Hoffman PR team.
• An additional 4 – 8 hours per month will be allocated to a senior member of the current Fremont/Hoffman PR team to provide senior counseling on the communications writing projects.
Over the next year, Hoffman will continue to work with the City of Fremont to produce vital communication writing assistance services that support the City’s goal to build a cohesive Citywide communications and public relations strategy, allowing for increased coverage and a greater ability to target messaging to the appropriate audiences.
FISCAL IMPACT: Sufficient funding was appropriated in the FY 2022/23 Adopted Operating Budget to cover the $60,000 cost of the first year of the agreement. The cost of the following contract year will be requested as part of the annual budget process for FY 2023/24.
ENVIRONMENTAL REVIEW: None.
ATTACHMENTS: None.
RECOMMENDATION: Authorize the City Manager, or her designee, to execute a two-year service agreement with The Hoffman Agency for communications writing assistance services, in an annual amount not to exceed $60,000, for a total amount of $120,000.