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2003-25411 Reso RESOLUTION NO. 2003-25411 A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, AUTHORIZING THE ISSUANCE OF A REQUEST FOR PROPOSALS (RFP) TO SOLICIT PROPOSALS TO PROVIDE PUBLIC RELATIONS SERVICES AND MARKETING AND COMMUNICATIONS CONSULTING SERVICES FOR THE CITY OF MIAMI BEACH. WHEREAS, as a condition of the City's renewal of its agreement with the Greater Miami Convention and Visitors Bureau (GMCVB), the City Commission recommended that the City engage a publicist to compliment the GMCVB effort, but with a focus on Miami Beach, and funding, in the amount of $1 00,000, was included in the Fiscal Year 2003 Budget; and WHEREAS, on April 30, 2003, the City Commission adopted Resolution No. 2003-25179, accepting the recommendation of the City Manager pertaining to the ranking of proposals received pursuant to RFQ No. 15-02103 for public relations services and marketing and communications consulting services, and authorized the administration to enter into negotiations with the top-ranked firm of Kelley Swofford Roy, Inc. (KSR); and WHEREAS, on July 30, 2003, the City Commission adopted Resolution No. 2003-25283, which approved an Agreement with KSR, said agreement having an initial term of two months, commencing on July 30, 2003, and ending on September 30, 2003; and WHEREAS, KSR began the strategy development for the City's brand identity platform, which included research and interviews, participation in the City's wayfinding program, logo design, creative branding, presentations and branding campaigns; and WHEREAS, concurrent with the City's branding process, the City embarked on a wayfinding initiative that, by design, will brand the entire City to residents and visitors; and WHEREAS, the City determined it to be in its best interest to utilize the City's wayfinding initiative as the foundation and platform for any future branding integration; and WHEREAS, the Administration is recommending against extending KSR's contract for one additional year, and to issue a new Request for Proposals (RFP) for public relations services and marketing and communications consulting services to continue its expanded public relations and marketing; and WHEREAS, attached is the scope of services to be included in the subject RFP and the recommended evaluation criteria that will be included. NOW, THEREFORE, BE IT RESOLVED BY THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission authorize the issuance of an RFP to solicit proposals to provide public relations services and marketing and communications consulting services for the City of Miami Beach. PASSED and ADOPTED this 25th day of Novem ATTEST: fl~ ~ p CltcluA- CITY CLERK JMG/CMClrar T:\oIl.GENOA\2CJ031nO\Q503lIegulafoPublid&t RFP Reso 1 C2S_03.dOC APPROVED AS TO FORM & LANGUAGE & FOR EXECUTION CITY OF MIAMI BEACH COMMISSION ITEM SUMMARY ~ ~ Condensed Title: A Resolution authorizing the issuance of an RFP to solicit proposals to provide public relations services and marketing and communications consulting services for the City of Miami Beach. Issue: Shall the City Commission authorize the issuance of an RFP for a publicist services for the City of Miami Beach? Item Summa 'Recommendation: As part of the Greater Miami Convention and Visitors Bureau (GMCVB) review and renewal, the City Commission recommended that the City engage a publicist to compliment the GMCVB effort but with a focus on Miami Beach. The Administration negotiated with KSR to provide a brand identity platform for the City and for strategic communication and marketing assistance, which was an element of the scope of services in the RFP, and on July 30, 2003, the City Commission adopted Resolution No. 2003-25283, which approved an agreement with KSR. KSR began the strategy development for the City's brand identity platform, which included research and interviews, participation in the City's wayfinding program, logo design, creative branding, presentations and branding campaigns. This effort represents over 100 work hours. KSR also worked with the City's Tourism and Cultural Development Department on other marketing initiatives. Concurrent with the City's branding process the City embarked on a wayfinding initiative that, by design, will brand the entire City to residents and visitors. The City determined it to be in its best interest to utilize the City's wayfinding initiative as the foundation and platform for any future branding integration. At this time, the Administration is recommending against extending KSR's contract for one additional year and to issue a new Request for Qualifications (RFQ) for public relations services and marketing and communications consulting services to continue its expanded public relations and marketing, which compliments the efforts of the GMCVB. The Administration recommends the Mayor and City Commission authorize the issuance of a Request for Pro osals for ublic relations services for the Ci Advisory Board Recommendation: I N/A Financial Information: Source of Amount Account Approved Funds: 1 100,000.00 011.0380.000312 D 2 3 4 Finance Dept. Total Ci Clerk's Office Le islative Trackin Christina Cuervo, Assistant City Manager Assistant City Manager City Manager AGENDA ITEM C 75 DATE //-).S"-03 CITY OF MIAMI BEACH CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139 www.ci.miami-beach.fi.us COMMISSION MEMORANDUM From: Mayor David Dermer and Date: November 25, 2003 Members of the City Commission Jorge M. Gonzalez ~ ~~ City Manager 0 A RESOLUTION 0 THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, AUTHORIZING THE ISSUANCE OF A REQUEST FOR PROPOSALS (RFP) TO SOLICIT PROPOSALS TO PROVIDE PUBLIC RELATIONS SERVICES AND MARKETING AND COMMUNICATIONS CONSULTING SERVICES FOR THE CITY OF MIAMI BEACH. To: Subject: As part of the Greater Miami Convention and Visitors Bureau (GMCVB) review and renewal, the City Commission agreed to have the City engage a publicist to compliment the GMCVB effort but with a focus on Miami Beach. Funding was included in the amount of $100,000 in the Fiscal Year 2002/03 Budget. Ofthis $100,000, $25,000 was already spent to contract Motivus, Inc. for short-term Marketing and Communications services for the City prior to the issuance of Request for Qualifications (RFQ) No. 15-02/03 for public relations services and marketing and communications consulting services. Additionally, another $25,000 was contracted to AMS Planning and Research, Corp. to conduct a Cultural Facilities Master Plan for the City. The remaining $50,000 was available for the issuance of the RFQ. On December 11, 2002, the City Commission adopted Resolution No. 2002-25076, which authorized the issuance of an RFQ to solicit qualifications for public relations services and marketing and communications consulting services. Subsequently, on April 30, 2003, the City Commission adopted Resolution No. 2003-25179 accepting the recommendation of the City Manager pertaining to the ranking of proposals received pursuant to RFQ No. 15- 02/03 and authorized the administration to enter into negotiations with the top-ranked firm of Kelley Swofford Roy, Inc. (KSR) for the aforementioned services. The Administration determined that it was vital for KSR to begin its work immediately, as there were only three (3) months left in the fiscal year. Therefore, the City executed an agreement between the City and KSR for a fee of twenty four thousand nine hundred ninety-nine dollars ($24,999.00) and an additional twenty five thousand dollars ($25,000.00) subject to approval by the City Commission. The Administration negotiated with KSR to provide a brand identity platform for the City and for strategic communication and marketing assistance, which was an element of the scope of services in the RFP, and on July 30, 2003, the City Commission adopted Resolution No. 2003-25283, which approved an agreement with KSR. KSR began the strategy development for the City's brand identity platform, which included research and interviews, participation in the City's wayfinding program, logo design, creative branding, presentations and branding campaigns. KSR also worked with the City's Tourism and Cultural Development Department on other marketing initiatives. KSR received approximately $38,000.00 for this work, which represents over 500 work hours. Throughout this process KSR defined the audience and developed a creative strategy. Presentations of the branding concepts were then made to staff at several intervals during the process. Staff evaluated the conceptual approaches and commented on the concepts, but was generally dissatisfied with the proposals. Subsequently, a meeting was convened with representatives from the selection committee to review the branding concepts presented by KSR and to solicit their feedback. Staff remained unsatisfied with the branding concepts and, consequently, did not accept them. However, concurrent with the City's branding process the City embarked on a wayfinding initiative that, by design, will brand the entire City to residents and visitors. After reviewing an initial proposal by the wayfinding consultants, Hillier Group, EDAW, and F.R.-Aleman Associates, the City determined it to be in its best interest to utilize the City's wayfinding initiative as the foundation and platform for any future branding integration. An item was presented at the October 15, 2003 City Commission meeting, which described the initial wayfinding development process and its planned branding integration. Staff has determined that a company with proven experience in developing, implementing and managing public relations programs for tourism, cross promotional brand and niche marketing activities, and with proven relationships and experience with local and national media outlets, including trade and business publications, multi-cultural and consumer lifestyle is what the city needs. The Administration does not feel KSR meets these requirements and, therefore, has not exercised the renewal option with KSR. At this time, the Administration recommends the issuance of a new Request for Proposals (RFP) for public relations services and marketing and communications consulting services to continue its expanded public relations and marketing, which compliments the efforts ofthe GMCVB. This effort is also intended to market Miami Beach to locals and visitors once in the South Florida area. At this time, the Administration recommends the Mayor and City Commission authorize the issuance of an RFP for public relations services for the City. Attached please find the scope of services to be included in the subject RFP and the recommended evaluation criteria that will be included. Specific desirable outcomes will be determined at the time of contract negotiation. JMG/~S/mas T:\AGENDA\2003\n0v2503\regularIPublldst RFP Memo 11_25_03.doc SCOPE OF SERVICES The City of Miami Beach Department of Tourism & Cultural Development (TCD) is requesting qualifications from responsible vendors to meet its Public Relations needs. City of Miami Beach seeks full-time representation to implement services to support its integrated marketing strategies in the United States and locally to: . Promote Miami Beach to targeted high value customers; . Promote Miami Beach as a preferred vacation destination; . Promote Miami Beach as a preferred conventionltrade destination; . Promote Miami Beach to the business community and private entrepreneurs and corporations interested in investing in the City; . Increase brand identity and presence to competitive levels; . Stimulate demand in shoulder periods; and . Leverage resources by collaborating with TCD partners. Obiectives Bidder's qualifications must address the following specific public relationslcommunication objectives and strategic needs: . Communicate the diversity and spirit of the City of Miami Beach through public relations activities aimed at consumers, travel professionals, travel media, news media and residents. . Establish cross promotional opportunities in niche categories identified by the City of Miami Beach TCD Department. . Establish and maintain relationships between local/national media outlets and City of Miami Beach TCD including trade, consumer and business media. . Assist in creating new products which help differentiate City of Miami Beach from its competitive set . Strategically use City of Miami Beach consumer research and data into effective marketing strategies and programs that deliver measurable results. Required Capabilities . Staff with proven experience in marketing and publicizing a destination brand . Staff with proven experience in developing, implementing and managing public relations programs for tourism . Staff with proven experience in developing, implementing and managing cross promotional brand and niche marketing activities; . Staff with proven relationships and experience with local and national media outlets, including trade and business publications, multi-cultural and consumer lifestyle. . Staff with proven ability to secure and leverage relationships where appropriate, to expand and enhance City of Miami Beach resources, reach, marketing and promotional programs/activities; . Staff with established state-of-the-art media database; . Proven knowledge and working relationships with City of Miami Beach tourism and cultural community and products; and Proven ability to monitor, measure, and analyze results. Minimum Requirements Interested firms should possess the following minimum requirements as follows: . Established relationships with entertainment and trade media, both domestic and international; . A history of packaging stories and successful media outreach by preparing and distributing regular press releases; . The ability to create and successfully distribute an effective media campaign; . Experience in creating and managing targeted custom events designed to garner press coverage and industry interest; . Proven track record of increasing media coverage for tourism and resort destination industry clients; . History of successfully attracting private investment; . History of producing collateral marketing materials, including brochure and EPK's; . Experience in representing clients at significant trade shows and targeted industry events. Previous Proiects: A list of a minimum of ten projects must be submitted. Information should include: . Client Name, address, contact phone number, and e-mail address. . Description of similar scope of services. . Month and Year the project was started and completed. Evaluation Criteria The Evaluation Committee shall base its recommendation on the following criteria: a. Experience and qualifications of the firm (20 points). b. Experience and qualifications and proven successful track record of the publicist(s) assigned to work with public and private entities (40 points). c. Approach and methodology (20 points). d. Demonstrated record of accomplished work in public relations or as a publicist (10 points). e. Proposed fees (10 points).