SR-510-011 (2)
EPWM: F:/adm/stafrpts/190100/staffreportr.doc
Council Meeting: January 9, 2000 Santa Monica, California
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TO: Mayor and City Council
FROM: City Staff
SUBJECT: Recommendation to Authorize the City Manager to Negotiate and
Execute an Agreement with Cowan Communication Arts for the Design
and Production of Outreach Materials for the City?s Environmental
Public Education Initiatives
INTRODUCTION
This report requests that City Council authorize the City Manager to negotiate and
execute an agreement with Cowan Communication Arts (CCA) for the design and
production of outreach materials for several of the City?s environmental public education
initiatives. The campaign is intended to increase community awareness of programs
that will ultimately lead to an improvement in the environmental quality of the
community.
BACKGROUND
The City of Santa Monica?s environmental initiatives are linked under the Sustainable
City Program (SCP), which was formally adopted by the Santa Monica City Council in
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as a way
1994. This program was developed by the City?s Task Force on the Environment to
comprehensively address environmental, economic and social concerns within the city.
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Some of the goals
Goals of the SCP include reducing resource consumption, reducing waste generation
and pollution, reducing the use of hazardous materials, and safeguarding the local
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environment and public health.
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City?s Environmental
Programs Division has developed a
To achieve these goals the Santa Monica public must be aware of, and amenable to
variety of programs and initiatives to
inform
adopting, environmentally preferable purchasing and lifestyle choices, appropriate
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about
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the special
handling and disposal of household chemicals, and other sustainable practices. The
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requirements
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ways to promote a safer,
Household Hazardous Waste Collection Program, the Toxics Use Reduction Program
healthier and more sustainable
community
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and related programs were developed to assist and inform the public but have not yet
These efforts include the
achieved the desired level of awareness and participation. In addition to the Council-
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adopted goals of the SCP, the Environmental Programs Division (EPD) has developed
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is seeking
specific goals to improve the understanding of the impact of hazardous materials in the
community and management of these chemicals among Santa Monica residents,
businesses and City employees. EPD has also established a target, in both the
Household Hazardous Waste Collection Facility Needs Assessment and the adopted
budget for increased participation in hazardous waste collection services from Santa
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professional
Monica households and businesses. Professional services for the design and
production of outreach materials that include print advertising, outdoor advertising,
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to promote these
environmental programs and services
exhibitor displays, website development, and printed collateral materials are one
important step in achieving these goals.
DISCUSSION
In August 2000 City staff issued a Request For Qualifications to identify advertising
firms experienced with design and production of environmental outreach materials. A
selection panel made up of City staff from the Environmental Programs Division
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selected two finalists for further consideration. The finalists were interviewed on
October 11, 2000. CCA was selected by the panel based on their experience and their
demonstrated ability to design and produce effective environmental outreach materials.
CCA previously worked for the City in 1999, producing the City of Santa Monica
Environmental Directory. The Directory was distributed to every household in Santa
Monica in June 1999, retained a high recognition rating in the November 2000 citywide
satisfaction survey, and has received much positive feedback from residents and the
business community. To build upon the success of this work, the proposed
environmental outreach materials produced under this agreement will maintain a
consistent look and style with the Environmental Directory.
CCA?s scope of work for the project will include provision of graphic design and copy-
writing services, website design, preparation of camera-ready artwork, and production
oversight of printed brochures and flyers, banners, displays, posters, and truck signs;
and development of cost-effective production and distribution strategies. Funds for
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media buys and for the production of banners are included in the Environmental
Programs Division advertising budget on a per project basis and are not included in the
scope of this agreement.
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The overall intent of the proposed contract is to provide a comprehensive, integrated
and consistent education and outreach effort to all sectors of the Santa Monica
community, building on awareness strategies and branding developed for Sustainable
Santa Monica in 1999. The proposed integrated scope of work is also expected to
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increase the cost-effectiveness of the advertising and outreach campaigns for the City?s
extensive environmental programs. The term of the agreement for this scope of work
will be through the end of FY 2000-2001 with an option to renew for an additional two
years on an annual basis.
BUDGET/FISCAL IMPACT
The cost for the entire scope of work will not exceed $101,300 for FY 2000-2001.
Funds for the project, in the amount of $101,300, are available in existing Environmental
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Funds for these costs
Programs Division Account Number 31662.522540. Costs for future years will be
reviewed and approved by Council in the annual budget.
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RECOMMENDATIONS
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It is recommended that City Council authorize the City Manager to negotiate and
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execute an agreement with Cowan Communication Arts for the design and production
of outreach materials for the City?s environmental public education initiatives.
Prepared by: Craig Perkins, Environmental and Public Works Management Director
Brian Johnson, Acting Environmental Programs Manager
Dean Kubani, Senior Environmental Analyst
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