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SR 03-01-2016 3D City Council Report City Council Meeting: March 1, 2016 Agenda Item: 3.D To: Mayor and City Council From: Elaine Polachek, Asst. City Manager, City Manager's Office Subject: Expo Light Rail Marketing Services Recommended Action Staff recommends that the City Council: 1. Award RFP# 66 to GOOD Worldwide Inc., a California-based company for Expo Light Rail marketing services; 2. Authorize the City Manager to negotiate and execute a professional service agreement with GOOD Worldwide Inc., in an amount not to exceed $500,000 for one year, with one-additional one-year renewal option in the amount of $250,000, on the same terms and conditions for a total amount not to exceed $750,000 over a two-year period, with future year funding contingent on Council budget approval. Executive Summary The arrival of Expo (Expo LRT) to Santa Monica is the catalyst to forge a new model of mobility for the community. To maximize public awareness about Expo, staff recommends securing a contract with GOOD Worldwide Inc. for marketing services for a one-year term with the option to renew for an additional two-year period, for an amount not to exceed $500,000. Background The Expo LRT is a 15-mile light rail line extending from downtown Los Angeles to downtown Santa Monica and will be the first extension of Metro rail to the west side. The project, which has come to fruition after over 20 years of collaboration and planning between multiple jurisdictions, is part of a significant county-wide investment of $1.5 billion in transportation. The Expo LRT to Santa Monica is a significant and long-term investment in public transit, city-wide and regional mobility, and sustainability. It will provide Santa Monica 1 of 5 residents, workers, students, and visitors with easier access to major destinations both locally and regionally. The light rail stations were incorporated into s Land Use and Circulation Element (LUCE), and are part of an integrated citywide strategy to reduce greenhouse gases and achieve no net new evening peak trips. Metro revenue operation of the Expo LRT is targeted to begin in late spring 2016. Discussion Over the next six to 24 months, the Office of Communications, with the assistance of a marketing consultant, is developing marketing, outreach, and educational strategies for an overarching campaign focusing on the issue of mobility in Santa Monica, with the initial goas residents, workers, students, and visitors are prepared for the changes and new opportunities presented with the operation of the Expo LRT in Santa Monica. The consultant would work closely with, and on behalf of, the Office of Communications staff to provide expert and creative marketing planning and implementation support. The consultant would develop the campaign strategy and assist in the execution of the tasks developed for the coming of the Expo LRT. The campaign strategy would educate the community about the use of and community impacts related to the Expo LRT system based on the following core categories: Commuters and Riders Arrival and Departure Circulation First and Last Mile Connections Maintenance Public Safety Launch and Opening Events Consultant Scope of Work The scope of work for the initial term includes: 2 of 5 1. Developing an overarching campaign focusing on mobility within Santa Monica, with a full outreach plan for the use of, and impacts associated with the Expo LRT operating in Santa Monica. All strategies would include communication, outreach and education plans to assist members of the community, including residents, workers, and visitors, with pre-launch, launch and post-launch of the Expo LRT. The plan would include a variety of outreach strategies including, but not limited to: Community outreach. This strategy would define methods for communicating with members of the community. Tactics may include, but are not limited to website information, brochures, social media, and direct mail. Community education. This strategy would address methods for describing or demonstrating the Expo LRT and its benefits to the community and would include how to access the train, and first and last mile connections without a car. General promotion and advertising. This strategy would address print and electronic mass media promotion and advertising. Targeted promotion and advertising. This strategy would define market specific advertising, such as multi-lingual, geographic, and targeted market segments. Experiential marketing. Development of experiential tactics that would encourage locals to use public transit as a viable way to commute in and out of Santa Monica. Government and community relations. This strategy would identify tactics for keeping community leaders informed about the launch and encouraging their support. 2. Developing and overseeing the copy, graphic designs, and production of all communication materials, and promotion and advertising creative. 3. Developing a unifying tag line that could be used on all outreach materials. 4. Providing support for executing some, if not all, aspects of the campaign strategy. 5. Establishing the benchmarks and metrics on what would define a success. Providing methods for monitoring and measuring the effectiveness of the campaign strategy and reporting results. 3 of 5 would execute an agreement with the consultant utilizing the following timeline, with minor adjustments as necessary depending upon the actual opening date of the Expo LRT. By April 4, 2016: Complete Campaign Strategy April 4-May 31, 2016: Creative Production May 1-June 30, 2016: Campaign Strategy Implementation & Activation May 31-July 31, 2016: Campaign Strategy Measurement & Evaluation September 30, 2016: Identify and Plan for Future Communication Efforts Vendor/Consultant Selection On November 30, 2015, the City issued a Request for Proposals (RFP) for Expo Light Rail Marketing Services. s on-line bidding site, and notices were advertised in the Santa Monica Daily Press in accordance with City Charter and Municipal Code provisions. 617 vendors were notified, 75 prospective vendors downloaded the proposal and ten firms responded. Responses to the RFP were reviewed by a selection panel s Office, Big Blue Bus, Planning and Community Development, and the Police Department. Evaluation of the proposals was based on the following selection criteria: Experience; References; Work Plans and Timelines; Project Team; Cost; Sample Material; and Flexibility, Creativity, and Responsiveness. Five short-listed firms were also invited to provide the selection panel with a presentation or demonstration. Following the presentation phase, the two top applicants were asked to submit their final and best offer, to aid in selection of the recommended firm. Staff recommends GOOD Worldwide Inc. as the best qualified firm to provide Expo LRT marketing services. GOOD Worldwide Inc. is experienced in campaign development including strategy, messaging and design, market research, grassroots and digital marketing, and metrics and reporting. Reference checks indicate the firm is a strong partner, highly creative, and has expertise with social impact marketing programs. 4 of 5 GOOD Worldwide Inc. would develop an overarching campaign focusing on mobility within Santa Monica, with a full outreach and implementation plan for the use of, and impacts associated with the Expo LRT operating in Santa Monica. Financial Impacts and Budget Actions The agreement to be awarded to GOOD Worldwide Inc. for marketing services for a one-year term with the option to renew for an additional two-year period, for an amount not to exceed $500,000. Funds are available in the FY 2015-16 budget in the City Manager's Office. The agreement will be charged to account SO015104.589000. Prepared By: Kathy LePrevost, Administrative Project Manager Approved Forwarded to Council Attachments: A. Written comments 5 of 5 Add to 3-D 03/01/2016 councilmtgitems From:Ellen Hannan <elhasm@gmail.com> Sent:Tuesday, March 01, 2016 11:40 AM To:councilmtgitems Subject:March 1, 2015 meeting I hope to attend but will watch on TV if possible. Please pull Consent items D and H for more information. The expense of these items are not consistent with the outcome promised. Why are they necessary? Which department is recieving the benefits? How do they benefit me the average resident? As to 710 Wilshire. Putting lipstick on the pig will not change the size, lack of community benefits or disruption to the community. Start the building so the community will see the outcome of an Opportunity Site. Study Session- Please vote no. Again why is it needed? You ignore input anyway so why do we need more data? Staff should be allowed to do their jobs intelligently without more wasteful meetings. As an individual I have a right to speak my mind for or against a City issue. Of course as a property owner I have skin in the game. It is not my career but my quality of life for myself and my family. I resent the fact that the money factions of the City received so much more time and consideration from City Management. Why does it take 100 citizens showing up to counter one Harding idea? I attended the Coastal Planning session last night. My intelligence was insulted by presentation. The Apple store is not a recreational site for Downtown as was presented by staff on board for community input. Ellen Hannan Lobbyist for Intelligent Thinking 1 Reference: Agreement No.10264 (CCS)