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
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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:
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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.
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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.
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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
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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)