The URL can be used to link to this page

Home My WebLink About2003-25283 Reso RESOLUTION NO. 2003-25283 A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AND AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE AN AGREEMENT WITH KELLEY SWOFFORD ROY, INC., AS THE SELECTED PROPOSER PURSUANT TO RESOLUTION NO. 2003-25179, FOR PUBLIC RELATIONS SERVICES AND MARKETING AND COMMUNICATIONS CONSULTING SERVICES FOR THE CITY OF MIAMI BEACH, IN THE AMOUNT OF $50,000.00, WITH AN OPTION TO RENEW SAID AGREEMENT FOR ONE YEAR, FOR A FEE NOT TO EXCEED $100,000.00. WHEREAS, on December 11, 2002, the City Commission adopted Resolution No. 2002-25076, which authorized the issuance of a Request for Qualifications (RFQ) to solicit qualifications for public relations services and marketing and communications consulting services; 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. 15-02/03, and authorized the administratien J~..~-., enter into negotiates with the top-ranked firm of Kelley Swofford Roy, Inc. (KSR) for the aforementioned services; and WHEREAS, the selection committee, as well as the Administration has identified the need to concentrate on establishing a brand identity platform and for strategic communication and marketing assistance, which was an element of the scope of services in the RFQ; and WHEREAS, the Administration has negotiated an Agreement with KSR to provide these essential services; and WHEREAS, the term of this Agreement shall terminate no later than September 30, 2003; and WHEREAS, this Agreement may be renewed for one (1) year, from October 1, 2003 to September 30, 2004, exercised at the sole discretion of the City, for an additional fee not to exceed one hundred thousand dollars ($100,000.00). NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Clerk are authorized to execute an Agreement with Kelley Swofford Roy, Inc., as the successful proposer pursuant to Resolution No. 2003-25179, for public relations services and marketing and communications consulting services for the City of Miami Beach, in the amount of $50,000.00, with an option to renew for one year, for a fee not to exceed $100,000.00. PASSED and ADOPTED this 30th dayof July ,2003. ATTEST: CITY CLERK F:~NEIG~admin~Max~TCD~KSR~KSR RESO 7_30_03.doc Resolution No. 2003-25283 CITY OF MIAMI BEACH COMMISSION ITEM SUMMARY Condensed Title: IA Resolution of the Mayor and City Commission of the City of Miami Beach, Florida, approving and authorizing the Mayor and City Clerk to execute an Agreement with Kelley Swofford Roy, Inc., as the selected proposer pursuant to Resolution No. 2003-25179, for public relations services and marketing and communications consulting services for the City of Miami Beach, in the amount of $50,000.00, with an option to renew said agreement for one year, for a fee not to exceed $100,000.00. Issue: Shall the City Commission execute an agreement with Kelley Swofford Roy, Inc for public relations services and marketing and communications consulting services? Item Summary/Recommendation: 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 negotiates with the top-ranked tirm of Kelley Swofford Roy, Inc. (KSR) for the aforementioned services. The selection committee, as well as the Administration has identified the need to concentrate on establishing 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. The Administration negotiated with KSR to provide these essential services as part of this contract negotiation. PROJECTED TIMELINE July: Compile Miami Beach research data, draft creative brief for brand positioning materials, present creative brief to client. August: Work on brand-positioning materials, conduct media training and develop media relations support mechanism. September: Present brand-positioning materials; develop guidelines for managing media relations process and usage of brand positioning communications. Provide media relations support and outreach for key events COMPENSATION AND TERM 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. This agreement may be renewed for one (1) additional one-year term, from October 1, 2003 to September 30, 2004, exercised at the sole discretion of the City of Miami Beach for an additional fee not to exceed one hundred thousand dollars ($100,000.00). Advisory Board Recommendation: I N/A I Financial Information: Source of Amount Account Approved Funds: 1 $150,000 011.0530.000312 na e~Dep 2 $,.~0:000 ~¥ 02/03 ' 3 100~000 FY 03/04 Proposed Budget 4 Fi t. Total City Clerk's Office Legislative Tracking: I Christina Cuervo, ext. 6586 Sign-Offs: Department Director Asslstant City Manager City Manager DATE To: From: Subject: COMMISSION MEMORANDUM Mayor David Dermer and Date: July 30, 2003 Members of the City Commission Jorge M. Gonzalez ~ . City Manager ~ A RESOLUTION OF'THE MAYOR AND CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AND AUTHORIZING THE MAYOR AND CITY CLERK TO EXECUTE AN AGREEMENT WITH KELLEY SWOFFORD ROY, INC. PURSUANT TO RESOLUTION NO. 2003- 25179, FOR PUBLIC RELATIONS SERVICES AND MARKETING AND COMMUNICATIONS CONSULTING SERVICES FOR THE CITY OF MIAMI BEACH, IN THE AMOUNT OF $50,000.00 WITH AN OPTION TO RENEW FOR ONE (1) ADDITIONAL ONE-YEAR TERM FOR A FEE NOT TO EXCEED $'100,000.00. ADMINISTRATION RECOMMENDATION Adopt the Resolution. FUNDING $50,000 is available from Fiscal Year 2002/03 $100,000 is budgeted in Fiscal Year 2003/04 ANALYSIS As part of the Greater Miami Convention and Visitors Bureau (GMCVB) review and renewal, the City Commission agree 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. Of this $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. An additional $100,000 is budgeted in Fiscal Year 2003/04 Budget to continue this effort. On December 11,2002, the City Commission adopted Resolution No. 2002-25076, which authorized the issuance of a 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 Commission Memo KSR Public Relations Services, Marketing and Communications Consulting Services Agreement July 30, 2003 Page 2 of 4 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 Selection Committee, as well as the Administration, had identified the need to concentrate on establishing 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. The Administration negotiated with KSR to provide these essential services as part of this contract negotiation. SCOPE OFSERVICES KSR agrees to perform the following services for the City during the initial term of this Agreement (Services). Should the City, at its sole option and discretion, renew the Agreement for an additional year, as provided herein, the City reserves the right to negotiate any and all future services to be provided herein. The timeline for the performance of Services referred to below will commence upon execution of this Agreement. a) KSR will develop and execute a brand positioning campaign that effectively creates a clear positive new identity for the City of Miami Beach community, its government and residents, and its tourism-related infrastructure. a. KSR will identify key target audiences and positioning strategies for those target audiences, obtaining City approval of a preferred strategy (14-21 business days from time of execution of this Agreement). b. KSR will create a work plan, including specific objectives plus the City's approved preferred strategy and will obtain City approval of the work plan (7 business days). c. Based upon the approved work plan, KSR will develop a creative campaign that includes a central creative idea; a new visual identity (possibly including typography for a logotype and tagline, graphic symbol, and other elements); storyboards or pre-production material for a basic set of executions including television spot commercial, radio spot commercial, print advertising, collateral and unique identity items; a strategic plan for implanting the brand positioning campaign with internal government audiences, the residential communities on Miami Beach and key tourism stakeholders. (21 business days). The campaign will be presented for City approval and, if approved, will be budgeted and produced. KSR shall make a presentation of the final branding positioning campaign to the City Commission if required by City staff. b) KSR will create key public relations messages and conduct media training for up to eight spokespersons for Miami Beach in two sessions. a. KSR will work with the City to identify appropriate spokespersons. Commission Memo KSR Public Relations Services, Marketing and Communications Consulting Services Agreement July 30, 2003 Page 3 of 4 c) b. KSR will deliver training on media interview techniques, will work with identified City staff to develop and deliver key messages and will conduct videotaped training interviews, critiquing them with participants present to implant key elements of the training. (14 business days) KSR will counsel and assist Miami Beach public relations personnel in obtaining major media coverage during the term of this Agreement. a. KSR will prepare background materials, select and prepare suitable coverage alternatives for media and work with major event public relations planners to obtain positive coverage of Miami Beach during major events taking place within the term of this Agreement. b. KSR will counsel and assist Miami Beach public relations personnel in handling major media inquiries during the period, preparing background materials, selecting and preparing suitable coverage alternatives and accompanying the journalists and editors as opportunities are identified. c. KSR will help create a library of B-roll footage. KSR will contact news media and independent film and video producers to obtain rights usage to existing historic and current video about Miami Beach. KSR will identify desirable B-roll additions supporting key Miami Beach brand position and public relations messaging, create storyboards and work with news media and film and video producers, the Greater Miami Convention and Visitors Bureau, and other authorities to obtain permission and tape new materials. (completion within 70 business days) Projected Timeline for Services July 2003 · Compile Miami Beach research data, draft creative brief for brand positioning campaign, present creative brief to City staff August 2003 · Continue working on brand-positioning campaign, conduct media training and develop media relations support mechanism September 2003 · Present final brand-positioning campaign to City staff and, if required to City Commission, for approval, develop guidelines for managing media relations process and usage of brand positioning campaign · Provide media relations support and outreach for key events COMPENSATION AND TERM The Administration determined that it was vital for KSR to begin its work immediately, as there are only three (3) months left in the current fiscal year. Therefore, the City executed an agreement between the City and KSR for a fee of twenty four thousand nine hundred Commission Memo KSR Public Relations Services, Marketing and Communications Consulting Services Agreement July 30, 2003 Page 4 of 4 ninety-nine dollars ($24,999.00) and an additional twenty five thousand dollars ($25,000.00) subject to approval by the City Commission as presented herein, including reimbursable expenses and any other consultants necessary to complete the scope of work described above. Reimbursable expenses are inclusive of, but not limited to, out-of- pocket costs which include long-distance phone calls, photocopies, transportation, mailings, courier services and other ancillary costs for items such as press kits, a branding manual, media-training equipment rental and tapes. Furthermore, the term of this Agreement shall terminate no later than September 30, 2003. This agreement may be renewed for one (1) additional one-year term, from October 1, 2003 to September 30, 2004, exercised at the sole discretion of the City of Miami Beach for an additional fee not to exceed one hundred thousand dollars ($100,000.00), funded from the proposed budget for Fiscal Year 2003/04, to be negotiated at the time of said renewal, if exercised. JMGI~CIDSImas