STATEMENT OF WORK
1. Project Objectives
The objective is to rebrand the City of Stockton and elevate brand perception.
2. Project Scope
The Contractor will provide the following:
Creation of foundational messaging development that will shape the brand design concepts and marketing strategy document.
Conduct a 360’ view of research to inform audience segmentation and brand messaging for multiple stakeholder audiences.
Utilizing the approved brand strategy document and market research, a complete exploration of brand mark (logo) options will be conducted.
Creation of the extension of the brand strategy into marketing messages appropriate for multi-media platforms and city communication channels.
The audit of the city’s existing digital footprint across all online directories and search engines.
The creative production component to create all the assets necessary to support the brand strategy, marketing campaign, paid search, and media plan, with an additional emphasis on video storytelling.
Research, planning, negotiating, and buying of appropriate multi-media platforms per the Marketing Campaign plan.
All-inclusive for project communication and management for the duration of the scope of work.
3. Major Deliverables
Brand Strategy
Word document that addresses recommended messaging for the multiple stakeholder audiences.
Market Research
A comprehensive executive report in PowerPoint format that is presentation ready. Any support materials such as transcriptions or cross tabs can provided in an Appendix document.
Update or Recreate Logo
A suite of logos in various file formats and color compositions (including black and white and grayscale). Accompanying the brand mark will be a 7-8 page essentials brand guide with usage, font and color call outs.
Create a Marketing Campaign
A PowerPoint presentation deck outlining recommended platforms along with message and image direction in a ready to deploy format.
Improve Digital Footprint
Initial audit findings and recommendations. 90 days later a secondary audit and report on findings to identify areas of improvement and areas still requiring attention. This does NOT include the media hard costs for paid search (i.e., Google Ads) for approximately a 60-day period, delivering at least 2.5 million impressions.
Produce Creative and Toolkit
A full suite of assets that become the property of the city upon payment in full. Creative assets include, but are not limited to video, audio, print, outdoor, social, digital, publication, theater, environment and transit. Final files as well as raw and/or native files will be delivered digital by special request of the city.
Media Planning & Buying
A media campaign plan including media buy summaries that clearly outline an actionable plan that is ready to deploy in the media buying step. This does NOT include the actual media buying service or the media hard costs for paid ad placements.
Account Management
Inclusive for project communication and management for the duration of the scope of work. Any other subscriptions, third-party fees, stock images, administrative support or reasonable travel included.
4. Tasks That Support the Deliverables
4.1 Brand Strategy
Copywriting and messaging development
Concept design and mood board compositions
File preparations
4.2 Market Research
Audit of existing research
Target audience focus groups, likely virtual
ESRI Community Tapestry findings by city zip code for audience profiling Deployment of an online, community-wide survey
Additional stakeholder interviews as mutually agreed upon, possibly occurring during pre-existing events such as the investor’s summit
4.3 Update or Recreate Logo
Brand sketching and concepting
Several rounds of presentations with facilitation of the iteration and selection process Application of font and color theory
Application of final one or two designs onto collateral, apparel and/or infrastructure for final selection
4.4 Create a Marketing Campaign
An audit of existing or new channels that would serve the city’s communication needs, including local and regional opportunities Copywriting for messaging and imagery direction that would be appropriate for each of those opportunities, ideally thematic and adaptable across multiple stakeholder audiences
4.5 Improve Digital Footprint
Incognito searching platforms and capturing results
Include twitter sentiment analysis using proprietary tool Compiling findings into an audit deck along with recommendations for improvement Recommendations to include organic and paid search optimization to lift positive news; paid search fee included in this scope Execute against recommendations
4.6 Produce Creative and Toolkit
Any pre-production copywriting, design, concepting, scripting, translation services, location and talent scouting, prop procurement, etc. to fulfill any and all audio, print, digital and video production Any post-production photoshop, editing, audio sweetening, color correction, resizing, formatting, exporting and file deliveries
4.7 Media Planning & Buying
Turnkey media services from research through vendor payment processing All media partners will be expected to provide value added opportunities Media buy summaries will be prepared for client approval before purchases are made Any and all trackable media will be captured; includes KPIs such as impressions, views, clicks, etc.
5. Internal and External Standards and Guidelines
5.1 Advertising and marketing best practices will be applied to all work product and deliverables for this contract.
6. Criteria of Acceptance for Deliverables
6.1 All deliverables will require approval by City staff in order to be considered completed.
7. Notices
Pursuant to Exhibit C – General Terms and Conditions, Paragraph 15 – Notices, the mailing address for all required notices is as follows:
Contractor: JP Marketing City: City of Stockton
Attn: Jane Olvera Majors Attn: City Manager
7589 N Wilson Ave Ste 103 425 N El Dorado St
Fresno, CA 93711 Stockton, CA 95202
8. Key Personnel
All Contractor team members will be available as needed for the execution of the deliverables.
The project team leads include:
Strategic Lead – Jane Olvera Majors
Account Manager – Tara Monreal
Senior Media Buyer – Chrstina Chann
Art Director – Bryan Pickens
Producer/ Copywriter – Angelica Hernandez
Digital Designer/ Spanish Specialist – Pablo Ruiz de Chavez
9. Option to Renew
The term of the Agreement may be extended annually by a written amendment executed by both parties, as funding allows. However, the total term of the Agreement including the extended term shall not exceed five (5) years. 2 3
(Rev. 10.30.18)
ATTACHMENT A