City Council Agenda Report
Meeting Date: May 7, 2024
From: Carlos Fandino, City Administrator
Department: City Administration
Submitted by: Diana Figueroa, Management Analyst
Subject
Services Agreement with MIG, Inc. for Rebranding and Strategic Communication Services Recommendation
Approve and authorize the City Administrator to execute a Professional Services Agreement with MIG, Inc., in substantially the same form as submitted, for rebranding and strategic communication services for a total amount not-to-exceed $305,000, for a three-year term.
Background
The City requires the partnership of a qualified firm to develop a new brand platform, provide strategic marketing and communications support, and to provide Media/Public Information Officer services for the City. Staff seeks to leverage a firm’s extensive experience in the areas of rebranding and strategic tactics for managing media and creating positive coverage for the City.
Under the direction of the City Administrator, the firm will support staff’s communication efforts to Vernon stakeholders/community members, prospective residents and businesses, and policy makers.
Pursuant to Vernon Municipal Code Sections 3.32.080 and 3.32.130 respectively, a Request for Proposals (RFP) was issued on January 25, 2024 via Planet Bids, an online platform designed to reach a multitude of prospective vendors, and was also emailed directly to a total of 13 organizations, with responses due by March 4, 2024. The proposed scope of services within the RFP was designed to target the specific deliverables required to meet the City’s rebranding and communication needs.
A total of six proposals were received, with five submitted by the deadline and deemed responsive to the RFP. Subsequently, a panel comprised of internal staff from various departments evaluated the proposals received in order to determine the firm best suited to provide the services requested. The panel conducted a comprehensive, fair, and impartial evaluation of the proposals in accordance with the specifications set forth within the RFP document. Established criteria were used in reviewing and comparing the proposals, and the three top-rated respondents were invited to participate in an interview with staff to determine the most suitable firm.
Following the RFP process, MIG, Inc. is being recommended for contract award. Based on demonstrated competence, professional qualifications, and cost, MIG, Inc. was deemed the best suited firm to perform the necessary work. MIG, Inc. conveyed an extensive level of experience in rebranding, marketing strategies, and media relations, expressed a clear understanding of the City’s needs and detailed relevant deliverables, provided a practical timeline for the rebranding project, and proposed a reasonable price to assume the consultancy role required to address the scope of services identified in the City’s RFP.
A summary of the services that will be included in the proposed agreement is provided below:
• Project Management (years 1, 2, and 3)
o Ongoing coordination of projects and services
o Cost is $23,500 for first year and $15,000 in subsequent years • City Rebranding (year 1)
o Project management, stakeholder outreach, logo and tagline development, brand strategy, asset production
o Cost is $83,500
• Strategic Marketing and Communications (years 1, 2, and 3) o Audit and analysis, development and implementation of marketing and communications plan, social media management
o Cost is $28,000 for first year and $32,000 for subsequent years • Media Advisory and Public Information Officer (PIO) Services (years 1, 2, and 3) o Media relations plan development, implementation, and facilitation, ongoing reporting and evaluation
o Cost is $24,000 for first year and $26,000 for subsequent years It is recommended that City Council approve and authorize the City Administrator to execute a services agreement with MIG, Inc. The proposed agreement has been reviewed and approved as to form by the City Attorney’s Office.
Fiscal Impact
The fiscal impact is not-to-exceed $305,000. Sufficient funds are available in General Fund, City Administration Department, Professional Services - Other Account No. 011-010-105-529215 for the current fiscal year, and will be budgeted in subsequent years.
Attachments
1. Services Agreement with MIG, Inc.