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Council Meeting July 14, 1998 Santa Monica, California
TO Mayor and City Council
FROM City Staff
SUBJECT Recommendation to Authorize the City Manager to Negotiate and
Execute an Agreement with Rogers and Associates to Develop a
Community Outreach Plan for the Sustainable City Program
INTRODUCTION
This report requests that City Council authorize the City Manager to negotiate and execute
an agreement with Rogers and ASSOCiates to develop a community outreach plan to
Increase community awareness of the Sustainable City Program (SCP) goals and
ultimately Increase participation In each of ItS component programs
BACKGROUND
In September 1994, Council formally adopted the Santa MOnica Sustainable City Program
(SCP) The City's Task Force on the EnVironment conceived the SCP as a way to
comprehensively address environmental, economIc and social concerns withIn the City
In December 1996 the Task Force conveyed to Council the Sustainable City Progress
Report which assessed the City'S progress In Implementing the SCP The report notes that
Increased community awareness and Involvement are critical to meeting the SCP goals
and recommends that the City develop an outreach strategy to Increase indiVidual and
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group awareness of SCP goals and participation In Its component programs The City's
current outreach efforts are largely done In-house on a piecemeal basIs for IndiVidual SCP
component programs (recycling, water and energy conservation, toxic-use reduction, ete)
with less than optImum coordination between them Development of a comprehensive
outreach plan will provide research data to more effectively reach target audiences,
provide a consistent look and theme for outreach efforts, and provide a means to measure
the success of vanous outreach efforts
DISCUSSION
In March 1998 City staff Issued a Request For Qualifications to Identify firms expenenced
In developing community outreach strategies A selection panel made up of CIty staff from
the Environmental and Public Works Management Department and the City Manager's
Office and two representatives from the Task Force on the Environment reviewed all
submittals and selected three finalists, Rogers and Associates, SAE Communications, and
Cowan Communication Arts, for further conSideration The finalists were Interviewed May
15, 1998 and Rogers and Associates was selected by the panel based on their expenence
developing Similar plans and their demonstrated ablhty to deliver an effective strategy
The scope of work to be performed by Rogers and Associates for Santa Monica IS as
follows
1 Needs Assessment Rogers and Associates Will conduct a limited needs assessment
to determine public awareness and understanding of the SCP and Its component
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programs The needs assessment will Include a sCientifically valid random telephone
survey of 150 Santa Monica resIdents, a phone or mall survey of City staff, one-an-one
interviews with key city staff and elected officials, and a review of sustainable city
outreach efforts In other cities
2 CampaIgn Identity Rogers and Associates will develop a SCP outreach campaign
theme and visual elements appropnate for the audiences being targeted Careful
attention will be paid to coordinating campaign theme graphics with the eXisting City
logo and SCP pnnted materials
3 Community Outreach Plan Rogers and Associates will develop this plan based on the
results of the needs assessment research and on Input from City staff, stakeholders
and members of the Task Force on the Environment The outreach plan will contain
specific goals for the SCP community outreach effort, Identify key audiences, outline
strategies and tactiCS to reach these audiences, and provide measurement tools to
evaluate the plan's effectiveness The outreach plan will also provide estimated
budgets and time lines for recommended strategies and collateral matenals
The scope of work will be performed over a four month penod beginning In August 1998
BUDGET/FISCAL IMPACT
The cost for the four month scope of work wIll not exceed $50,000 Funds for the project
are available In EnVironmental Programs DIVIsion Account Number 31-500-662-00000-
2254-00000 These funds cover the development of the outreach plan and are not
Intended to cover the costs to Implement the plan's recommendations Future
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Implementation of the outreach plan recommendations will be funded from the
Environmental Program DIvIsion's annual advertising budget
RECOMMENDA lIONS
It IS recommended that City Council authorize the City Manager to negotiate and execute
an agreement with Rogers and Associates to develop a community outreach plan for the
Sustainable City Program
Prepared by Craig Perkins, Environmental and Public Works Management Director
Dean Kubam, Environmental Programs Analyst
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