The URL can be used to link to this page

SR 06-28-2016 3K City Council Report City Council Meeting: June 28, 2016 Agenda Item: 3.K To: Mayor and City Council From: Elaine Polachek, Asst. City Manager, City Manager's Office, Office of Communications Subject: Agreement to Provide a Comprehensive Digital Strategy and Information Architecture Services Recommended Action Staff recommends that the City Council: 1. Award RFP #76 to Rightpoint Consulting, LLC a Chicago-based company for Digital Strategy and Information Architecture Services; and 2. Authorize the City Manager to negotiate and execute an agreement with Rightpoint Consulting LLC, in an amount not to exceed $275,000 (including a $25,000 contingency) for a one-year term. Executive Summary In a rapidly evolving digital world, Santa Monica has fallen behind leading practices for effectively communicating information and providing our residents and businesses access to 24/7 services via the web. A large-scale effort will be undertaken to use media offerings more coherent and user-centric. At the improve information and service delivery is a digital strategy to provide a modern and future-ready blueprint for the creation, management, and organization of online information and services. Unlike the execution phase of building a website, which incorporating a holistic strategy at the outset of the project the City is creating a roadmap to provide the following benefits: place customers at the forefront of online information and service delivery; reduce information silos; create a lasting yet malleable information architecture strategy; reduce redundancy; and reduce propensity for posting conflicting information. Staff recommends executing an agreement with Rightpoint Consulting, LLC for Digital Strategy and Information Architecture Services to provide a comprehensive digital strategy and information architecture plan that will serve as a blueprint for effectively s online presence in a user-centric and cohesive manner at a total cost not to exceed $275,000, including contingency. Background 1 of 5 information to constituents without any significant changes or enhancements since being released in 2008. As illustrated in the chart below, usage of the World Wide Web and the manner in which information is consumed by consumers have changed ebsite. Most notably, information is increasingly being sought out by consumers via mobile devices, as opposed to traditional desktop computers. Medium % of Sessions in % of Sessions in % of Sessions in 2014* 2015** 2016*** Desktop 67.9% 62.2% 58.4% Mobile 23.7% 30.5% 35.6% Tablet 8.4% 7.3% 6% * Date range evaluated: January 1, 2014 to June 1, 2014** Date range evaluated: January 1, 2015 to June 1, 2015** Date range evaluated: January 1, 2016 to June 1, 2016 The City has begun the process to rebuild and modernize its web presence as a priority websites will utilize established and emerging web development tools and techniques, such as responsive web design, search engine optimized pages, high levels of Americans with Disabilities Act accessibility, and opportunities for two-way communication. In addition, the City will deploy numerous software packages, including but not limited to a new Content Management System, in support of its newly developed website. Information (i.e. web content) and services are at the core of any web offering. To date, current web presence is filled with a silo-rich approach to content management in which departments and divisions design and develop content with little-to-no coordination. This practice often leads to diluted, fragmented, duplicative and sometimes conflicting information being released to the public. A wide-reaching digital strategy and information architecture assessment is proposed as 2 of 5 cohesive and cooperative series of digital offerings which places the user/customer at the core of the web experience. A Request for Proposal (RFP) was released on March 22, 2016 seeking the services of an experienced firm to assist the City with numerous requirements, including: internal stakeholder analysis, external stakeholder analysis, website analytics analysis, persona creation, site search analysis, and content audit to identify content and information architecture requirements. In addition, the City asked for deliverables pertaining to competitive (i.e. government) and non-competitive (i.e. non-government) benchmarking to identify pertinent trends in website features to maximize service delivery in-line with Discussion Building a website for the City of Santa Monica that offers a robust level of services to the community requires planning and strategy. The inclusion of digital strategy and information architecture at the outset of a new website build is analogous to an architect drafting blueprints prior to a building being constructed. Aesthetic elements, while important, are generally simple to change. In contrast, changes to content strategy and governance are non-trivial and extremely difficult to incorporate effectively if not well thought s are currently organized by departmental structure. In addition to not being user-centric, this manner of information architecture becomes obsolete the moment a City department undergoes a re- organization. Significant effort is - required to shift content, adjust templates, and apply necessary security modifications. In contrast to this approach, the City strives to build future sites in a topical manner, in which the user do not need to know what department or division site to visit in order to find the information or service they require. To effectively reach this - with typical users of the site to determine areas - Staff recommends executing an agreement with Rightpoint Consulting, LLC for Digital 3 of 5 Strategy and Information Architecture services to provide a blueprint for effectively -centric and cohesive manner at a total cost not to exceed $275,000, including contingency. Vendor/Consultant Selection On March 22, 2016, the City issued a Request for Proposals (RFP) for Digital Strategy and Information Architecture Services seeking the services of an experienced firm to assist the City with numerous requirements, including: internal stakeholder analysis, external stakeholder analysis, website analytics analysis, persona creation, site search analysis, and content audit to identify content and information architecture requirements. In addition, the City asked for deliverables pertaining to competitive (i.e. government) and non-competitive (i.e. non-government) benchmarking to identify pertinent trends in website features to maximize service delivery in- expectations. The RFP was posted on the City's on-line bidding site, and notices were advertised in the Santa Monica Daily Press in accordance with City Charter and Municipal Code provisions. 55 vendors downloaded the RFP and three (3) firms responded. Proposals were submitted by the following companies: Avasant, LLC Rightpoint Consulting, LLC The Understanding Group, LLC Proposals were evaluated based on the following criteria: Expertise, Cost, Work Plans and Timeline, References, Project Team, and Sample Materials. Responses to the of Communications and the Information Systems Department, Web Development Division. Vendor interviews were conducted with the three firms that submitted proposals. Based on this criteria and criteria in SMMC 2.24.073, staff recommends Rightpoint Consulting, LLC as the best qualified firm to provide Digital Strategy and Information Architecture Services with the most competitive pricing. Rightpoint has extensive 4 of 5 experience in providing digital strategy and information architecture services to agencies facing challenges similar to the City. Current customers of Rightpoint in the digital strategy realm include HermanMiller, Whirlpool, McDonalds, United Airlines, General Mills, and the Kennedy Space Center. In each of the examples exhibited, Rightpoint demonstrated an un-paralleled ability to understand and react to end-user behavior. In addition to having a strong approach towards end-user engagement, Rightpoint has demonstrated the ability to work with internal stakeholders in varied and diverse organizations. The company has the closest proximity to the City as a fully-staffed office exists on the Third Street Promenade. In addition to providing digital strategy and information architecture services, Rightpoint is a full service agency capable of providing additional resources, including: marketing, web development, web design, and content authoring services if necessary. Financial Impacts and Budget Actions The agreement to be awarded to Rightpoint Consulting, LLC is for an amount not to exceed $275,000. Funds are available in the FY 201617 Adopted budget in the City - funding is contingent on Council budget approval. Prepared By: Debbie Lee, Communications & Public Affairs Officer Approved Forwarded to Council 5 of 5 wĻŅĻƩĻƓĭĻʹ AgreementNo.10331 (CCS)