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Home My WebLink About2005-25854 Reso RESOLUTION NO. 2005-25854 A RESOLUTION OF THE MAYOR AND THE CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AN EXTENSION OF THE VENDOR CONTRACT FOR BRISTOL PUBLIC RELATIONS, DATED NOVEMBER 11, 2004, IN AN AMOUNT NOT TO EXCEED $25,000, TO FUND THE CULTURAL MARKETING CAMPAIGN FOR THE REMAINDER OF FISCAL YEAR 2004/2005. WHEREAS, shortly after the Department of Tourism and Cultural Development Department was formed in Fiscal Year 2002/2003, multiple studies were launched and completed to evaluate the progress of the Cultural Arts Council (CAC) from the time of its formation in 1997, to 2002; and WHEREAS, one of the items addressed was the need for more visibility on the part of the Cultural Affairs Program and the Cultural Arts Council and it was determined that the creation of a professional marketing and public relations vision was required; and WHEREAS, the CAC approved an expenditure of $25,000.00 to hire a marketing and public relations firm and conducted a general request for qualifications for local firms in Miami-Dade County, based on a Scope of Services that addressed the priorities and needs of the Cultural Affairs Program; and WHEREAS, Cultural Arts Council Marketing and Communications Task Force conducted a full day of interviews and agency presentations and selected Bristol Public Relations; and WHEREAS, a comprehensive, far-reaching marketing and public relations campaign was developed that included an extensive marketing campaign with new logo and visuals, a new website, printed collaterals, palm cards, printed ads and other related materials; and WHEREAS, the City's Public Relations and Communications Ad-Hoc Committee has not yet finalized recommendations for a citywide communications strategy; and WHEREAS, it is anticipated that cultural affairs public relations and communications will be included in a broader citywide program; and WHEREAS, the Administration believes it to be in the City's best interest to continue the contractual relationship with Bristol Public Relations for the remainder of fiscal year 2004/2005 when a citywide communications initiative will be implemented. NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND THE CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City Commission hereby approve the extension of the vendor contract for Bristol Public Relations, dated November 11, 2004, in an amount not to exceed $25,000, to fund the cultural marketing campaign for the remainder of Fiscal Year 2004/2005. ATTEST: PASSED and ADOPTED this 16th d JJ1MJ P ~LlM CITY CLERK T:\AGENDA\2005\Mar1605\Consent\Bristol-Waiver-Reso.Revised.doc Resolution No. 2005-25854 APPROVED AS TO FORM & LANGUAGE & FOR EXECUTION ~,~. Attome Date 05. '~ :J: " ";' :;'" ;~, !;i." ;f. a i!>'1,: l:- "!~,~ *: ,"'. 'J t': ~ ~rn3';J' , ~~, ...~...,.,. .. ..,. :.. ".' 't '. <~:' t ;. ~ ,. it"...',,':-, " ~ A CULTURAL MISSION " ,~" . - . mm mm Oil [:lIJ.ft.lllra~ - ~~ -...' - 1iiIItItim(B~JI;):fflll:lr:1~ .... .. . , . rn~[M ~f-lfr.~['lI~ ll:l~' " - ;,f-I,',c': t .1'~ "",'~' :t' . ~ CITY OF MIAMI BEACH COMMISSION ITEM SUMMARY m Condensed Title: A Resolution of the Mayor and the City Commission of the City of Miami Beach, Florida, approving the extension of the vendor contract for Bristol Public Relations, dated November 11, 2004, in an amount not to exceed $25,000 to fund the cultural marketin cam ai n for the remainder of fiscal ear 2004/2005. Issue: Shall the Commission adopt the resolution? Item Summary/Recommendation: Shortly after the Department of Tourism and Cultural Development Department was formed in fiscal year 2002/2003, multiple studies were launched and completed to evaluate the progress of the Cultural Arts Council (CAC) from the time of its formation in 1997 to 2002. As the staff of Cultural Affairs worked strategically with the CAC during 2003, it was determined that the creation of a professional marketing and public relations vision was required. One of the key items adopted by the CAC in the Vision Plan is "Communications & Coordinated Information Exchange." The Administration, working with the CAC, began to address this initiative in early spring of 2004. The Council approved an expenditure of $25,000.00 to hire a marketing and public relations firm at that time. A general request for qualifications was made to local firms in Miami-Dade County and interested parties submitted proposals based on a Scope of Services that addressed the priorities and needs of the Cultural Affairs Program and the CAC. At least six agencies responded to the request. Each agency was scored individually and ranked by the CAC Marketing and Communications Task Force members and Bristol Public Relations was selected. The final plan resulted in a comprehensive, far-reaching Marketing and Public Relations campaign that has been tremendously successful. Among the myriad of successful programs and initiatives implement between October 2004 and March 2005, was the creation of an extensive marketing campaign including new logo and dynamic visuals to be associated with the City's Cultural Affairs Program. All images, logo and related copy has been incorporated in a new website, printed collaterals, palm cards, printed ads and other related materials. (SEE ATTACHED). Adviso Board Recommendation: The Cultural Arts Council reviewed and recommended approval. Financial Information: Amount to be expended: D Finance Dept. Approved Source of Funds: Ci Clerk's Office Le islathe Trackin Max A. Sklar, extension 6116 AGENDA ITEM DATE /l7,c ~-/6-t'J CITY OF MIAMI BEACH CITY HALL 1700 CONVENTION CENTER DRIVE MIAMI BEACH, FLORIDA 33139 www.miamibeachfl.gov COMMISSION MEMORANDUM To: From: Date: March 16,2005 A RESOLUTION OF THE MAYOR AND THE CITY COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, APPROVING AN EXTENSION OF THE VENDOR CONTRACT FOR BRISTOL PUBLIC RELATIONS, DATED NOVEMBER 11, 2004, IN AN AMOUNT NOT TO EXCEED $25,000, TO FUND THE CULTURAL MARKETING CAMPAIGN FOR THE REMAINDER OF FISCAL YEAR 2004/2005. ADMINISTRATION RECOMMENDATION Subject: Adopt the Resolution. FUNDING Funding is available within the Cultural Affairs Program and Cultural Arts Council's (CAC) budget for Fiscal Year 2004/2005, special projects contingency fund balance. (140.6080.000999) ANAL YSIS Shortly after the Department of Tourism and Cultural Development Department was formed in fiscal year 2002/2003, multiple studies were launched and completed to evaluate the progress of the Cultural Arts Council (CAC) from the time of its formation in 1997 to 2002. The studies also served as a benchmark for next steps for the CAC. One of the items addressed was the need for more visibility on the part of the Cultural Affairs Program and the Cultural Arts Council. As the staff of Cultural Affairs worked strategically with the CAC during 2003, it was determined that the creation of a professional marketing and public relations vision was required. In fall of 2003 when the Cultural Affairs Program Manager was hired, staff worked with the CAC members to shape the current Vision Plan for the City's Cultural Program. One of the key items adopted by the CAC in the Vision Plan is "Communications & Coordinated Information Exchange." An initiative entitled "Marketing and Public Relations" was also included within that category. The Administration, working with the CAC, began to address this initiative in early spring of 2004. The Council approved an expenditure of $25,000.00 to hire a marketing and public relations firm at that time. A general request for qualifications was made to local firms in Miami-Dade County and interested parties submitted proposals based on a Scope of Services that addressed the priorities and needs of the Cultural Affairs Program and the CAC. At least six agencies responded to the req uest. Within the Cultural Arts Council, a Marketing and Communications Task Force was formed and in late spring of 2004, the Task Force conducted a full day of interviews and agency presentations. Each agency was scored individually and ranked by the Task Force members and Bristol Public Relations was selected. During this same period, the Task Force and staff, began revising and refining a Marketing and Public Relations Plan that had been approved by the Council (and included in the Scope of Services when issued). When the contract with Bristol was executed, the agency met with staff and the Task Force members to jointly refine the campaign and plan for promoting the program and grantees. The final plan resulted in a comprehensive, far-reaching Marketing and Public Relations campaign that has been tremendously successful. Among the myriad of successful programs and initiatives implement between October 2004 and March 2005, a number of responsibilities charged to Bristol PR (and successfully carried out) are noted below: · Create extensive marketing campaign including new logo and dynamic visuals to be associated with the CAC and CAP. All images, logo and related copy has been incorporated in a new website, printed collaterals, palm cards, printed ads and other related materials. (SEE ATTACHED) . Formal media training provided for Cultural Affairs Staff and the CAC. · Implementation of a radio campaign reaching diverse audiences throughout Miami. · Create, promote and produce special events honoring grantees, City leadership, the CAC, etc. as needed. · Ongoing meeting with editorial staffs from diverse publications and TV Stations to pitch story ideas and create an established relationship. · A monthly press release/calendar is distributed, listing all grant recipient events taking place. Events held at the Byron Carlyle and Little Stage theaters are included in this listing. . Write and distribute press releases as needed addressing cultural related news. · Complete coverage and promotion ofthe Arts Education Program when implemented. Concurrently, the City Manager formed the Public Relations and Communications Ad-Hoc Committee to better define a scope of services and provide recommendation to the administration on how to develop the City's public relations and communications program. The Ad-Hoc Committee is currently working on their final report and recommendation and the Administration believes it to be in the City's best interest in continue the contractual relationship with Bristol Public Relations for the remainder of fiscal year 2004/2005, when the Ad-Hoc Committee's recommendations can be developed and a broader citywide public relations and communications strategy implemented. It is anticipated that the CAC will participate in this broader citywide initiative. CONCLUSION The Administration recommends approving the extension of the vendor contract for Bristol Public Relations in an amount not to exceed $25,000 to fund the cultural marketing campaign for the remainder of fiscal year 2004/2005. 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