SR-850-005-01 (27)
Council Meeting: May 25, 2005 Santa Monica, CA
TO: Mayor and City Council
FROM: City Staff
SUBJECT: Professional Services Agreement with Allison & Partners to Assist
Staff in Raising Community Awareness of Library Programs and
Services, including Coordinating the Main Library Grand Opening.
Introduction
This report recommends that the City Council authorize the City Manager to
negotiate and execute a professional services agreement with Allison & Partners,
in an amount of $85,000 to develop and produce a community awareness
campaign for the grand opening of the new Main Library, assist in coordination
grand opening events and the Library?s ongoing outreach and public education
initiatives.
Background
The opening of the new Main Library offers an important opportunity to publicize
and raise community awareness of the Santa Monica Public Library, its
programs, services and resources. The new 104,000 square foot facility is
intended to enhance the quality of life in the community as a meeting and
gathering place, a place of study and learning, and a cultural center for the whole
community.
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To raise community awareness and encourage participation in the grand opening
events of the new Main Library, the Library staff will require assistance in
coordinating media relations; developing material for print and outdoor
advertising; and webpage development. A ?look?, consistent with the City of
Santa Monica graphic identity, will be developed for promotional material to
further establish the visibility of the Library in the community.
A three year marketing plan to capitalize on the opening energy and material will
unify and improve current Library outreach efforts. Library staff will evaluate the
effectiveness of the plan at its conclusion.
Discussion
In February 2005, staff issued a Request for Qualifications (RFQ) for marketing
and public relations consulting services and three firms submitted responses. A
selection panel consisting of City staff from the Library and the City Manager?s
Office reviewed and evaluated the proposals based on creativity, project staff,
experience with similar projects and familiarity with libraries. The committee
recommended the firm of Allison & Partners to develop and implement the
marketing and public relations program for the Library.
Allison & Partners, with offices in Santa Monica, San Francisco, New York, Palo
Alto and San Diego, has a proven track record of success in managing social
marketing, cause marketing, public education and government programs. Their
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clients include the American Library Association, Children Affected by AIDS
Foundation, the City of Santa Monica and The California Wellness Foundation.
Agencies contacted regarding Allison & Partners reported great satisfaction with
the firm?s work product, responsiveness, and results.
Budget/Financial Impact
Funds required for this service are available in Accounts #01613.555060 and
01613.511000.
Recommendation
Staff recommends that the City Council authorize the City Manager to negotiate
and execute a professional services agreement with Allison & Partners to assist
in developing community awareness during the grand opening of the new Main
Library and in support of the Library?s outreach and public education initiatives.
Prepared by: Greg Mullen, Acting City Librarian
Rachel Foyt, Administrative Analyst
Reference Contract No. 8475 (CCS).
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