SR 08-23-2011 3M~~
City Of Clt~/ ~®Ut1C'I ~\~p®,
Santa Monica
City Council Meeting: August 23, 2011
Agenda Item: 3°~M
To: Mayor and City Council
From: Fred Gilliam, Acting Director of Transit Services
Subject: Graphic Design Services -Public Information
Recommended Action
Staff recommends that the City Council authorize the City Manager to negotiate and
execute a contract with Robin O'Connell Design, aCalifornia-based company, for
graphic design services used to produce public information materials. The contract
would be for two years (FY 2011-12 and FY 2012-13), in the amount of $40,000 each
year for a combined total of $80,000. Terms would include an option for FY 2013-14 in
the amount of $40,000, which if exercised would result in a total contract amount of
$120,000.
Executive Summary
Over the next few years the Big Blue Bus will modify service to accommodate Expo
Phase I in Culver City and launch several new programs designed to improve the rider
experience, and increase ridership and/or revenues. The Big Blue Bus is seeking to
contract with a graphic design firm with demonstrated public information experience.
Historically, Big Blue Bus contracts with more than one graphic design firm at a time,
each with a unique expertise such as cartography, motion graphics, or print, to ensure
the firm with the most appropriate skills and prices are used to meet each need. This
firm will be used when there is a need for graphic design of basic public information
materials. The maximum contract expenditure if the option year is exercised would total
$120,000,
Background
The Big Blue Bus has several distinct audiences which it communicates with on a
regular basis, including but not limited to riders, school groups, seniors and City
residents. One of the most widespread methods by which BBB communicates details
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about services and products to these audiences is via design in either printed or online
formats.
During FY 2011-13, BBB plans to implement some of the most widespread service
changes in over a decade, in preparation for interfacing with Expo light rail service and
to meet the City's mobility goals outlined in the Land Use Circulation Element. Staff
recommends contracting with a graphic design firm to produce public information
materials to ensure all target audiences are aware of service changes and
improvements.
Discussion
BBB's Customer Relations Division is responsible for creating public information
materials that communicate details about transit services, fares and changes to the 22
million riders across a 52 square-mile service area, as well as other stakeholder
audiences like school groups and Santa Monica residents. Public information pieces are
produced regularly throughout the year, some weekly, the majority of which involve
graphic design and layout services for publication and fabrication.
Contracting graphic design services for the volume and- variety of public information
pieces the Big Blue Bus produces is a common strategy employed by transit providers
of similar sizes and budgets in the California region. Staff provides content and direction
to the graphic designer who then creates graphics, performs layout services and
provides instructions for publication/fabrication. Because BBB design needs are
primarily seasonal and time-sensitive, it also is more efficient to contract these services
to amulti-person team than employ a single in-house designer.
Public Info materials planned for FY 11-13
BBB recommends that a graphic design firm help .produce such public information
materials as:
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• Print ads: layout of weekly ads for the Santa Monica Daily Press, Santa Monica
Mirror and Aroonaut, and for other newspaper,. magazine and special guides as
needed.
• Signs: design and layout of detour, service change, and public information kiosk
signs found on the City's Transit Mall, Santa Monica College campuses, the Main
Library and other key locations, oversized signs at key transfer points, and
special signs for events such as GLOW, the LA Marathon, and construction
detours.
• Stakeholder Newsletters, Reports: layout of Big Blue Bus' annual report,
customer newsletter, and design of charts and diagrams for monthly and annual
reports, and community meeting presentations.
• New services/products: design of as-needed deliverables like specialized fare
passes, fact sheets, back-to-school informational brochures, printed material for
businesses and special events such as Santa Monica Festival, Earth Day, and
ride shares.
These materials are integral to BBB's provision of service and are projected to help
achieve an estimated four percent increase in ridership annually.
Contractor/Consultant Selection
An RFP was posted on Planet Bids on June 24, 2011. Responses were due on June
30, 2011. Thirteen complete responses were received and evaluated by Big Blue Bus
staff on the bases of previous experience, work samples, and pricing .structure. Robin
O'Connell Design was identified based on the firm's .experience designing effective
public information materials, with map design and service to similar civic programs.
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Financial Impacts & Budget Actions
The contract to be awarded to Robin O'Connell Design is $80,000 over atwo-year term,
with athird-year option of $40,000. Total expenditure if the third-year option is exercised
would be $120,000. Funds in the amounts of $40,000 for FY 2011-12 and $40,000 for
FY 2012-13 have been included in the FY 2012-13 budgets, at account number
41643.522544. Future funding in the amount of $40,000 will be requested in the FY
2013-14 budget and will be contingent upon Council approval. All funds used for this
purchase come from funding sources specifically dedicated for transit uses.
Prepared by: Linda Gamberg, Marketing & Public Information Coordinator
Approved:
~-
Fr dGil iam
ting Director of Transit Services
Forwarded to Council:
""°?f ~
Rod Gould
City Manager
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Reference Contract No.
9454 (CCS)