TO:
VIA:
FROM:
DATE:
Placentia City Council
CITY COUNCIL
CITY ADMINISTRATOR
COMMUNICATIONS AND MARKETING MANAGER
NOVEMBER 7, 2023
AGENDA REPORT
SUBJECT: AWARD OF PROFESSIONAL SERVICES AGREEMENT TO COMMUNICATIONS
LAB FOR CREATION OF FIVE-YEAR COMMUNICATIONS AND MARKETING
STRATEGIC PLAN
FISCAL EXPENSE: $42,500 TOTAL PROJECT COST
IMPACT: BUDGETED: $50,000 (109800-6770 JL#24904)
SUMMARY:
This proposed agreement with Communications Lab provides for the creation of a five (5) year Communications and Marketing Strategic Plan. The Plan will provide a roadmap to improved communication efforts and efficiencies and a vision for the Communications and Marketing Division structure. It will also guide the City in building upon current progress toward developing premier Citywide communications and branded content for the Placentia community that addresses a wide range of communications preferences. This action will award an agreement with Communications Lab in the amount of $42,500.
RECOMMENDATION:
It is recommended that the City Council take the following actions:
1. Approve a Professional Services Agreement with Communications Lab for a five (5) year Communications and Marketing Strategic Plan in an amount not -to -exceed $42,500; and
2. Reject all other proposals received; and
3. Authorize the City Administrator and/or his designee to execute all necessary documents in a form approved by the City Attorney.
STRATEGIC PLAN STATEMENT:
This item conforms to Strategic Plan Goal 4 and Objectives 4.1 and 4.2 of Increasing Community Engagement.
1.h.
Nov. 07, 2023
City Council Agenda
November 7, 2023
DISCUSSION:
Recognizing the importance of effective communications and marketing strategies to improve community engagement, attract businesses, and promote Placentia's growth and unique attributes, the City initiated a Request for Proposals to identify a highly qualified firm to create a five (5) year Communications and Marketing Strategic Plan. This Plan will help guide the City in building upon current progress toward developing premier Citywide communications and branded content for the Placentia community. It will allow the City to utilize resources most effectively to communicate its strengths, values, and vision to our residents and throughout the region. A five (5) year Strategic Plan will also help the City with attracting investment, tourism and event promotion, community engagement, crisis management, consistency and branding, effective resource allocation, and long-term vision planning.
The City released a Request for Proposals for a Communications and Marketing Strategic Plan and received a total of nine proposals. Each proposal was evaluated based upon the firm's experience, qualifications, and ability to complete the project on time and within budget. The two top bidders were invited to interview and present their qualifications for the project, as listed below.
The selection committee then rated each firm based upon their qualifications and experience with creating other strategic communications and marketing plans and their understanding and proposed approach to Placentia's project and timeline. Once interviews with the top two bidders were completed, the City also conducted reference checks for both firms.
Name of Company
3fold Communications
Degrave Communications
Mozaic Media and Communications
Murakawa Communications
Raftelis
Counterintuity
Communications Lab
Black Digital
California Public Relations & Advocacy
Based upon the ranking criteria, Communications Lab
Communications Lab offers the following:
• Over ten years of public and private sector experience, community outreach, and digital strategies.
• Their capabilities include:
o Public Relations
o Media Training
o Graphic Design
o Video Production
o Social & Digital Strategies
o Copywriting
o Strategic Planning
Bid Amount
$69,900
$52,600
$50,000
$49,374
$47,765
$47,500
$42,500
$40,000
$21,580
received the highest ranking.
with a strong focus on marketing,
City Council Agenda
November 7, 2023
• They have worked with many Southern California public agencies, including the cities of Anaheim, Cypress, Lake Forest, Santa Ana, and Huntington Beach, Orange County Transportation Authority, County of Orange, North Orange County Public Safety Collaborative, and more.
Communications Lab exhibits the capability, capacity, and experience to perform the work required under the request for proposals.
Under the Agreement, Communications Lab will provide the following services:
• Interviews with key stakeholders
• Initiate a community survey and provide data
• Conduct a comprehensive audit of the City's current brand usage and the various channels by which it communicates
• The creation of social media calendars for organizing and planning for future posts to increase the City's visibility on social media
• Assistance with content creation for social media
• The development of prepared talking points for City staff to utilize when talking to the community on a variety of topics
• The development of a template for the City to use to accurately track reach, impressions, and message acceptance of social media posts
• The creation of the Plan and a roadmap forward, which will include key findings, identifying target audiences, preferred communication channels, key messages, and metrics for success. The Plan will also revamp the City's existing Style Guide for use City-wide, and provide training to internal staff on effectively using the City Style Guide to ensure consistency across the organization
• Media training and social media training for City staff and elected officials FISCAL IMPACT:
The agreement with Communications Lab is for$42,500. The cost for these services was included in the Fiscal Year 2023-24 Capital Improvement Project Budget. As such, sufficient funds exist for the recommended action.
Prepared by:
Reviewed and approved:
etfe)DruliasJa ne e cega
oriimi hications and Marketing Manager Dep ty Director of Administrative Services
City Council Agenda
November 7, 2023
Reviewed and approved:
Damien R. Arrula
City Administrator
Attachments:
1. Professional Services Agreement with Communications Lab
2. Communications and Marketing Plan Request for Proposals