SR-510-002 (12)~~~ . .
City Council Report
~ c~cy os
Santa Monica
City Council Meeting: June 13, 2006
Agenda Item: ~ y
To: Mayor and City Council
From: Craig Perkins, Director - Environmental & Public Works Management
Subject: Agreement with Cowan Communication Arts to Provide Graphic Design
Services for Environmental Public Outreach Materials and Activities
Recommended Action
It is recommended that the City Council authorize the City Manager to negotiate and
execute a Professional Services Agreement with Cowan Communication Arts to provide
graphic design services for public outreach activities and programs sponsored by the
City for FY 2006-2007, with a one-year renewal option.
Executive Summary
The Environmental Programs Division requires professional services from a graphic
design firm for the design and development of coordinated outreach materials that
promote the goals of the Sustainable City Plan (SCP) in the areas of water efficiency,
green building, energy efficiency, urban runoff, and hazardous materials management.
Services required include graphic design for print advertising, outdoor advertising,
website development, exhibitor displays, and printed collateral materials. Staff
estimates that the scope of work to be $60,000 for FY 2006-2007, and $60,000 for FY
2007-2008, for a total not to exceed $120,000.
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Discussion
Backqround
The Environmental Programs Division disseminates information pertaining to specific
public health and environmental education programs to the community in the form of
printed materials, print and outdoor advertisements, direct mail, world-wide-web, and
event displays. Each of these efforts is related to a program with specific goals,
objectives and measurement opportunities outlined in the SCP. These educational
pieces are key elements used to assist the community and City operations in meeting
those goals.
Consultant/Consultant Selection
In April 2006, the Environmental Programs Division (EPD) issued a Request for
Proposal to six companies seeking professional services from a graphic design
consultant for the design and development of outreach materials to create consistent,
appealing and effective messages and informational campaigns. In response, two
Requests for Proposals were received: one from Cowan Communication Arts, and the
other from Freeth Moroz. Staff reviewed the proposals and selected Cowan
Communication Arts as the best bidder based upon the quality and creativity of their
products, review of past projects and materials, and ability to deliver effective outreach
materials and cost. Feeth Moroz, a highly qualified graphic design firm, presented a
higher hourly rate in their proposal. In addition, due to numerous ongoing and
contiguous projects with Cowan Communication Arts, their hiring will maintain program
efficiencies and cost effectiveness.
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All materials produced and created by Cowan Communication Arts will be done utilizing
best management practices and every effort will be made to comply with sustainable
practices as established by the Sustainable City Plan. Cowan Communication Arts will
also be required to improve upon the current theme and campaign strategies, including
advertising, collateral materials, and event display materials while maintaining a
consistent graphic design. They will also be required to provide copy-writing services
and coordinate the production of printed brochures and flyers, banners, displays,
posters, and truck signs. Recommendation of cost-effective production and distribution
strategies and the use of 100% post-consumer content-recycled paper products,
vegetable based inks and waterless printing processes will be strongly encouraged.
BudgetlFinancial Impact
Funds in the amount of $60,000 for FY 2006-2007 are available in account number
31662.522540. Funding for subsequent years will be requested in each fiscal year's
proposed budget and will be subject to Council approval.
Prepared by: Andrew Basmajian, Environmental Outreach Specialist
Aqproved:
Forwarded to Council:
.
i GC~~~m~• ~Z
. amont E~n
ity Manager
Craig Perkin '
Director - E vironmental and Public
Works Ma agement Department
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