HomeMy WebLinkAboutED Community Branding Creative ConceptSAN RAFAEL
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THE CITY WITH A MISSION
Agenda Item No: 4.d
Meeting Date: March 20, 2017
SAN RAFAEL CITY COUNCIL AGENDA REPORT
Department: ECONOMIC DEVELOPMENT
Prepared by: Danielle O'Leary City Manager Approval:
Economic Development Director
TOPIC: COMMUNITY BRANDING CREATIVE CONCEPT FOR THE CITY OF SAN RAFAEL
SUBJECT: RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN RAFAEL APPROVING
PROFESSIONAL SERVICES AGREEMENT WITH CREATIVE THINKING, INC., DBA
THE IDEA COOPERATIVE TO CREATE A COMMUNITY BRAND FOR SAN RAFAEL,
FOR A FLAT FEE OF $30,000
RECOMMENDATION:
Staff recommends that the City Council adopt the Resolution and approve a Professional Services
Agreement with Creative Thinking, Inc. DBA the Idea Cooperative to create a community branding
campaign for San Rafael. Funds for this agreement will be allocated through existing FY 16-17 General
Fund budget appropriations.
BACKGROUND:
San Rafael's economic development team is transitioning away from a traditional redevelopment
program model. Our mission is to facilitate a strong and diverse local economy that instills community
pride, celebrates quality of life and establishes San Rafael as a preferred destination for Marin County
residents and visitors. As economic developers, our role is to connect and promote local assets and
build on our community's core strengths. Our first step in that journey will be to create a community
brand for San Rafael that will establish our marketing foundation going forward.
ANALYSIS:
Place branding is economic development in a post -redevelopment world. Place branding refers to all
the activities that are undergone with the purpose of turning a City from a location into a destination.
The process of image communication to a target market helps a community compete for people,
resources and businesses. The community brand is different than the City of San Rafael brand and
logo which represents the city government organization. A successful community brand creates
authentic messaging that showcases a community's unique identity not a specific organization.
The Idea Cooperative will work with the City's economic development team to develop a new brand
campaign. The scope of work consists of three phases:
FOR CITY CLERK ONLY
File No.: 4-3-640
Council Meeting: 03/20/2017
Disposition: Resolution 14294
SAN RAFAEL CITY COUNCIL AGENDA REPORT / Page: 2
Phase I: Brand Discovery
• Brand audit: review all existing brand strategies to gather insights into the organization, the
benefits offered, target audience, competitive landscape and current trends.
• Workshop: moderate a four-hour strategic messaging workshop to conduct stakeholder
analysis, build target audience profiles and review media options.
Phase 2: Strategic Positioning Concept
• Develop positioning concept that consist of:
1. Brand truth: reason to buy
2. Consumer insight: emotional reason to engage
3. Theme: tagline or handle
4. Brand mantra: aspirational copy and tone of voice
• Provide a creative brief as a roadmap for creative development and a yardstick for evaluating
concepts.
Phase 3: Creative Concept Delivery
• Create brand elements including community brand logo, fonts, taglines, photography, etc.
COMMUNITY OUTREACH:
Economic development staff and the Idea Cooperative will conduct a workshop to receive stakeholder
input to help guide the creative development process.
FISCAL IMPACT:
The funding for the development of a community brand will be provided out of the General Fund FY 16-
17 existing budget and no additional appropriations are required. The contract provides for a flat fee of
$30,000.
OPTIONS:
The City Council has the following options to consider:
1. Adopt resolution as presented.
2. Adopt resolution with modifications.
3. Direct staff to return with more information.
RECOMMENDED ACTION:
Adopt the Resolution and authorize the City Manager to execute the Professional Services Agreement
with Creative Thinking, Inc. DBA The Idea Cooperative.
ATTACHMENTS:
1. Resolution
2. Attachment A to Resolution -Professional Services Agreement, with Exhibit A (Scope of
Services)
RESOLUTION NO. 14294
RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN RAFAEL
APPROVING A PROFESSIONAL SERVICES AGREEMENT WITH CREATIVE
THINKING, INC. DBA THE IDEA COOPERATIVE TO CREATE A COMMUNITY
BRANDING CONCEPT FOR SAN RAFAEL, FOR A FLAT FEE OF $30,000
WHEREAS, the City of San Rafael wishes to engage in the development of a community
brand for the City of San Rafael to facilitate a strong and diverse local economy that instills
community pride, celebrates quality of life, and establishes San Rafael as a preferred destination
for Marin County residents and visitors; and
WHEREAS, a successful community brand creates authentic messaging that taps into
community pride and showcases a community's identity; and
WHEREAS, The Idea Cooperative will help the City conduct a brand audit, host a
stakeholder workshop, provide a strategic positioning concept, and develop a final creative
campaign that can be used for future marketing and community engagement activities.
NOW, THEREFORE, BE IT RESOLVED that the City Council hereby approves and
authorizes the City Manager to execute a Professional Services Agreement with Creative
Thinking, Inc. DBA The Idea Cooperative, for community branding services for a flat fee of
$30,000, in the form attached as Attachment A hereto, subject to final approval as to form by the
City Attorney.
BE IT FURTHER RESOLVED that this Resolution shall take immediate effect upon
adoption.
I, ESTHER C. BEIRNE, City Clerk of the City of San Rafael, hereby certify that the
foregoing resolution was duly and regularly introduced and adopted at a regular meeting of the
City Council held on March 20, 2017, by the following vote, to wit:
AYES:
COUNCILMEMBERS: Bushey, Colin, Gamblin, McCullough & Mayor Phillips
NOES:
COUNCILMEMBERS: None
ABSENT:
COUNCILMEMBERS: None
A--. P.,CWaL,-r
ESTHER C. BEIRNE , City Clerk
AGREEMENT FOR PROFESSIONAL SERVICES
BETWEEN THE CITY OF SAN RAFAEL AND THE IDEA COOPERATIVE TO
DEVELOP A BRAND CREATIVE CONCEPT AND NEW STRATEGIC MESSAGING
POSITION FOR THE CITY OF SAN RAFAEL
This Agreement is made and entered into this 20V day of Hd R c- r4, 201 t,
by and between the CITY OF SAN RAFAEL (hereinafter "CITY"), and Creative Thinking, Inc., a
California corporation doing business as The Idea Cooperative (hereinafter "CONTRACTOR").
RECITALS
WHEREAS, the CITY has determined that it is in its best interest to obtain branding and
communications services from a professional consultant; and
WHEREAS, the CONTRACTOR has expertise in providing such services and holds
technical skills to ensure the successful development of a Citywide branding and communication
strategy; and
WHEREAS, CITY, desires to employ the CONTRACTOR to provide such services and
CONTRACTOR is willing and able to provide said service.
AGREEMENT
NOW, THEREFORE, the parties hereby agree as follows:
PROJECT COORDINATION.
A. CITY'S Project Manager. The Economic Development Director is hereby
designated the PROJECT MANAGER for the CITY, and said PROJECT MANAGER shall
supervise all aspects of the progress and execution of this Agreement.
B. CONTRACTOR'S Project Director. CONTRACTOR shall assign a single
PROJECT DIRECTOR to have overall responsibility for the progress and execution of this
Agreement for CONTRACTOR. Tom Kavanaugh, President is hereby designated as the
PROJECT DIRECTOR for CONTRACTOR. Should circumstances or conditions subsequent to
the execution of this Agreement require a substitute PROJECT DIRECTOR, for any reason, the
CONTRACTOR shall notify the CITY within ten (10) business days of the substitution.
2. DUTIES OF CONTRACTOR.
CONTRACTOR shall perform the duties and/or provide brandung and communication
services as outlined in the "Scope of Services "A", attached hereto as Exhibit A and incorporated
herein by reference.
3. DUTIES OF CITY.
CITY shall pay the compensation as provided in Paragraph 4, and make available CITY
staff required to support the branding and communication strategy development.
4. COMPENSATION.
For the full performance of the services described herein by CONTRACTOR, CITY shall
pay CONTRACTOR a flat fee as follows:
Phase 1: Brand Discovery - $5000.00
Phase 2: Strategic Positioning Concept- $10,000.00
Phase 3: Creative Concept - $15,000.00
Payment will be made upon receipt by PROJECT MANAGER of itemized invoices
submitted by CONTRACTOR at the completion of each Phase.
5. TERM OF AGREEMENT.
The term of this Agreement shall be for 1 year(s) commencing on the effective date of this
Agreement. Upon mutual agreement of the parties, and subject to the approval of the City Manager
the term of this Agreement may be extended.
6. TERMINATION.
A. Discretionary. Either party may terminate this Agreement without cause upon
thirty (30) days written notice mailed or personally delivered to the other party.
B. Cause. Either party may terminate this Agreement for cause upon fifteen (15) days
written notice mailed or personally delivered to the other party, and the notified party's failure to
cure or correct the cause of the termination, to the reasonable satisfaction of the party giving such
notice, within such fifteen (15) day time period.
C. Effect of Termination. Upon receipt of notice of termination, neither party shall
incur additional obligations under any provision of this Agreement without the prior written consent
of the other.
D. Return of Documents. Upon termination, any and all CITY documents or
materials provided to CONTRACTOR and any and all of CONTRACTOR's documents and
materials prepared for or relating to the performance of its duties under this Agreement, shall be
delivered to CITY as soon as possible, but not later than thirty (30) days after termination.
7. OWNERSHIP OF DOCUMENTS.
The written documents and materials prepared by the CONTRACTOR in connection with
the performance of its duties under this Agreement, shall be the sole property of CITY. CITY may
use said property for any purpose, including projects not contemplated by this Agreement.
8. INSPECTION AND AUDIT.
Upon reasonable notice, CONTRACTOR shall make available to CITY, or its agent, for
inspection and audit, all documents and materials maintained by CONTRACTOR in connection
with its performance of its duties under this Agreement. CONTRACTOR shall fully cooperate
with CITY or its agent in any such audit or inspection.
ASSIGNABILITY.
The parties agree that they shall not assign or transfer any interest in this Agreement nor the
performance of any of their respective obligations hereunder, without the prior written consent of
the other party, and any attempt to so assign this Agreement or any rights, duties or obligations
arising hereunder shall be void and of no effect.
10. INSURANCE.
A. Scope of Coverage. During the term of this Agreement, CONTRACTOR shall
maintain, at no expense to CITY, the following insurance policies:
1. A commercial general liability insurance policy in the minimum amount of
one million dollars ($1,000,000) per occurrence/two million dollars ($2,000,000) aggregate, for
death, bodily injury, personal injury, or property damage.
2. An automobile liability (owned, non -owned, and hired vehicles) insurance
policy in the minimum amount of one million dollars ($1,000,000) dollars per occurrence.
3. If any licensed professional performs any of the services required to be
performed under this Agreement, a professional liability insurance policy in the minimum amount
of two million dollars ($1,000,000) per occurrence/four million dollars ($1,000,000) aggregate, to
cover any claims arising out of the CONTRACTOR's performance of services under this
Agreement. Where CONTRACTOR is a professional not required to have a professional license,
CITY reserves the right to require CONTRACTOR to provide professional liability insurance
pursuant to this section.
4. If it employs any person, CONTRACTOR shall maintain worker's
compensation insurance, as required by the State of California, with statutory limits, and
employer's liability insurance with limits of no less than one million dollars ($1,000,000) per
accident for bodily injury or disease. CONTRACTOR's worker's compensation insurance shall
be specifically endorsed to waive any right of subrogation against CITY.
B. Other Insurance Requirements. The insurance coverage required of the
CONTRACTOR in subparagraph A of this section above shall also meet the following
requirements:
1. Except for professional liability or worker's compensation insurance, the
insurance policies shall be specifically endorsed to include the CITY, its officers, agents,
employees, and volunteers, as additionally named insureds (for both ongoing and completed
operations) under the policies.
2. The additional insured coverage under CONTRACTOR'S insurance
policies shall be primary with respect to any insurance or coverage maintained by CITY and shall
not call upon CITY's insurance or self-insurance coverage for any contribution. The "primary and
noncontributory" coverage in CONTRACTOR'S policies shall be at least as broad as ISO form
CG20 0104 13.
3. Except for professional liability insurance or worker's compensation
insurance, the insurance policies shall include, in their text or by endorsement, coverage for
contractual liability and personal injury.
4. The insurance policies shall be specifically endorsed to provide that the
insurance carrier shall not cancel, terminate or otherwise modify the terms and conditions of said
insurance policies except upon ten (10) days written notice to the PROJECT MANAGER.
5. If the insurance is written on a Claims Made Form, then, following
termination of this Agreement, said insurance coverage shall survive for a period of not less than
five years.
6. The insurance policies shall provide for a retroactive date of placement
coinciding with the effective date of this Agreement.
7. The limits of insurance required in this Agreement may be satisfied by a
combination of primary and umbrella or excess insurance. Any umbrella or excess insurance shall
contain or be endorsed to contain a provision that such coverage shall also apply on a primary and
noncontributory basis for the benefit of CITY (if agreed to in a written contract or agreement)
before CITY'S own insurance or self-insurance shall be called upon to protect it as a named
insured.
8. It shall be a requirement under this Agreement that any available insurance
proceeds broader than or in excess of the specified minimum insurance coverage requirements
and/or limits shall be available to CITY or any other additional insured party. Furthermore, the
requirements for coverage and limits shall be: (1) the minimum coverage and limits specified in this
Agreement; or (2) the broader coverage and maximum limits of coverage of any insurance policy or
proceeds available to the named insured; whichever is greater.
C. Deductibles and SIR'S. Any deductibles or self-insured retentions in
CONTRACTOR's insurance policies must be declared to and approved by the PROJECT
MANAGER and City Attorney, and shall not reduce the limits of liability. Policies containing any
self-insured retention (SIR) provision shall provide or be endorsed to provide that the SIR may be
satisfied by either the named insured or CITY or other additional insured party. At CITY's option,
4
the deductibles or self-insured retentions with respect to CITY shall be reduced or eliminated to
CITY's satisfaction, or CONTRACTOR shall procure a bond guaranteeing payment of losses and
related investigations, claims administration, attorney's fees and defense expenses.
D. Proof of Insurance. CONTRACTOR shall provide to the PROJECT
MANAGER or CITY'S City Attorney all of the following: (1) Certificates of Insurance
evidencing the insurance coverage required in this Agreement; (2) a copy of the policy
declaration page and/or endorsement page listing all policy endorsements for the commercial
general liability policy, and (3) excerpts of policy lan2ua2e or specific endorsements
evidencinL) the other insurance requirements set forth in this Agreement. CITY reserves the
right to obtain a full certified copy of any insurance policy and endorsements from
CONTRACTOR. Failure to exercise this right shall not constitute a waiver of the right to
exercise it later. The insurance shall be approved as to form and sufficiency by PROJECT
MANAGER and the City Attorney.
11. INDEMNIFICATION.
A. Except as otherwise provided in Paragraph B., CONTRACTOR shall, to the
fullest extent permitted by law, indemnify, release, defend with counsel approved by CITY, and
hold harmless CITY, its officers, agents, employees and volunteers (collectively, the "City
Indemnitees"), from and against any claim, demand, suit, judgment, loss, liability or expense of
any kind, including but not limited to attorney's fees, expert fees and all other costs and fees of
litigation, (collectively "CLAIMS"), arising out of CONTRACTOR'S performance of its
obligations or conduct of its operations under this Agreement. The CONTRACTOR's
obligations apply regardless of whether or not a liability is caused or contributed to by the active
or passive negligence of the City Indemnitees. However, to the extent that liability is caused by
the active negligence or willful misconduct of the City Indemnitees, the CONTRACTOR's
indemnification obligation shall be reduced in proportion to the City Indemnitees' share of
liability for the active negligence or willful misconduct. In addition, the acceptance or approval
of the CONTRACTOR's work or work product by the CITY or any of its directors, officers or
employees shall not relieve or reduce the CONTRACTOR's indemnification obligations. In the
event the City Indemnitees are made a party to any action, lawsuit, or other adversarial
proceeding arising from CONTRACTOR'S performance of or operations under this
Agreement, CONTRACTOR shall provide a defense to the City Indemnitees or at CITY'S
option reimburse the City Indemnitees their costs of defense, including reasonable attorneys'
fees, incurred in defense of such claims.
B. Where the services to be provided by CONTRACTOR under this Agreement are
design professional services to be performed by a design professional as that term is defined
under Civil Code Section 2782.8, CONTRACTOR shall, to the fullest extent permitted by law,
indemnify, release, defend and hold harmless the City Indemnitees from and against any
CLAIMS that arise out of, pertain to, or relate to the negligence, recklessness, or willful
misconduct of CONTRACTOR in the performance of its duties and obligations under this
Agreement or its failure to comply with any of its obligations contained in this Agreement,
except such CLAIM which is caused by the sole negligence or willful misconduct of CITY.
5
C. The defense and indemnification obligations of this Agreement are undertaken in
addition to, and shall not in any way be limited by, the insurance obligations contained in this
Agreement, and shall survive the termination or completion of this Agreement for the full period
of time allowed by law.
12. NONDISCRIMINATION.
CONTRACTOR shall not discriminate, in any way, against any person on the basis of age,
sex, race, color, religion, ancestry, national origin or disability in connection with or related to the
performance of its duties and obligations under this Agreement.
13. COMPLIANCE WITH ALL LAWS.
CONTRACTOR shall observe and comply with all applicable federal, state and local laws,
ordinances, codes and regulations, in the performance of its duties and obligations under this
Agreement. CONTRACTOR shall perform all services under this Agreement in accordance with
these laws, ordinances, codes and regulations. CONTRACTOR shall release, defend, indemnify
and hold harmless CITY, its officers, agents and employees from any and all damages, liabilities,
penalties, fines and all other consequences from any noncompliance or violation of any laws,
ordinances, codes or regulations.
14. NO THIRD PARTY BENEFICIARIES.
CITY and CONTRACTOR do not intend, by any provision of this Agreement, to create in
any third party, any benefit or right owed by one party, under the terms and conditions of this
Agreement, to the other party.
15. NOTICES.
All notices and other communications required or permitted to be given under this
Agreement, including any notice of change of address, shall be in writing and given by personal
delivery, or deposited with the United States Postal Service, postage prepaid, addressed to the
parties intended to be notified. Notice shall be deemed given as of the date of personal delivery, or
if mailed, upon the date of deposit with the United States Postal Service. Notice shall be given as
follows:
TO CITY's Project Manager:
TO CONTRACTOR's Project Director:
Danielle O'Leary
City of San Rafael
1400 Fifth Avenue
P.O. Box 151560
San Rafael, CA 94915-1560
Tom Kavanaugh, President
The Idea Cooperative
508 San Anselmo, CA 94960
16. INDEPENDENT CONTRACTOR.
For the purposes, and for the duration, of this Agreement, CONTRACTOR, its officers,
agents and employees shall act in the capacity of an Independent Contractor, and not as employees
of the CITY. CONTRACTOR and CITY expressly intend and agree that the status of
CONTRACTOR, its officers, agents and employees be that of an Independent Contractor and not
that of an employee of CITY.
17. ENTIRE AGREEMENT -- AMENDMENTS.
A. The terms and conditions of this Agreement, all exhibits attached, and all documents
expressly incorporated by reference, represent the entire Agreement of the parties with respect to the
subject matter of this Agreement.
B. This written Agreement shall supersede any and all prior agreements, oral or written,
regarding the subject matter between the CONTRACTOR and the CITY.
C. No other agreement, promise or statement, written or oral, relating to the subject
matter of this Agreement, shall be valid or binding, except by way of a written amendment to this
Agreement.
D. The terms and conditions of this Agreement shall not be altered or modified except
by a written amendment to this Agreement signed by the CONTRACTOR and the CITY.
E. If any conflicts arise between the terms and conditions of this Agreement, and the
terms and conditions of the attached exhibits or the documents expressly incorporated by reference,
the terms and conditions of this Agreement shall control.
18. SET-OFF AGAINST DEBTS.
CONTRACTOR agrees that CITY may deduct from any payment due to
CONTRACTOR under this Agreement, any monies which CONTRACTOR owes CITY under
any ordinance, agreement, contract or resolution for any unpaid taxes, fees, licenses, assessments,
unpaid checks or other amounts.
19. WAIVERS.
The waiver by either party of any breach or violation of any term, covenant or condition of
this Agreement, or of any ordinance, law or regulation, shall not be deemed to be a waiver of any
other term, covenant, condition, ordinance, law or regulation, or of any subsequent breach or
violation of the same or other term, covenant, condition, ordinance, law or regulation. The
subsequent acceptance by either party of any fee, performance, or other consideration which may
become due or owing under this Agreement, shall not be deemed to be a waiver of any preceding
breach or violation by the other party of any term, condition, covenant of this Agreement or any
applicable law, ordinance or regulation.
20. COSTS AND ATTORNEY'S FEES.
The prevailing party in any action brought to enforce the terms and conditions of this
Agreement, or arising out of the performance of this Agreement, may recover its reasonable costs
(including claims administration) and attorney's fees expended in connection with such action.
21. CITY BUSINESS LICENSE / OTHER TAXES.
CONTRACTOR shall obtain and maintain during the duration of this Agreement, a CITY
business license as required by the San Rafael Municipal Code CONTRACTOR shall pay any and
all state and federal taxes and any other applicable taxes. CITY shall not be required to pay for any
work perforined under this Agreement, until CONTRACTOR has provided CITY with a
completed Internal Revenue Service Form W-9 (Request for Taxpayer Identification Number and
Certification).
22. APPLICABLE LAW.
The laws of the State of California shall govern this Agreement.
IN WITNESS WHEREOF, the parties have executed this Agreement as of the day, month
and year first above written.
CITY OF SAN RAFAEL CONTRACTOR
ATTEST:
ESTHER C. BEIRNE, City Clerk
APPROVED AS TO FORM:
ROBERT F. EPSTEIN City A rney
Name: Tom Kavanaugh
Title: President
Exhibit A
THE IDEA COOPERATIVE
SCOPE OF SERVICES "A"
PROJECT OVERVIEW: The Idea Cooperative will develop a new strategic messaging position
and brand creative concept for the City of San Rafael (CSR).
PHASE 1: BRAND DISCOVERY
The Idea Cooperative will work with CSR to gather and evaluate CSR Brand and meet with key
stakeholders.
• Brand Audit: The Idea Cooperative will review all existing brand strategy information
to gather insights into the organization, the benefits offered, target audience,
competitive landscape, and current trends.
• Workshop: The Idea Cooperative will then develop an agenda and moderate a four-
hour strategic messaging workshop session will the leadership team of the
organization. Deliverables: Agenda and Syllabus; Moderation and Documentation
Required Staff: Strategic Planner, Project Manager
COST: $5,000
PHASE 2: STRATEGIC POSITION CONCEPT
Working form the findings in Phase 1, The Idea Cooperative will develop and present two brand
positioning concepts. Each concept will include:
• Strategic Positioning Concept: Brand Truth, Consumer Insight, Theme Line, and
Brand Mantra
• Creative Brief: from the approved Brand Positioning a creative brief will be
developed that provides a roadmap for creative development and a yardstick for
evaluating creative concepts.
Required Staff: Strategic Planner, Copywriter, Project Manager
COST: $10,000
PHASE 3: CREATIVE CONCEPT: The Idea Cooperative will express the strategic big idea in
creative materials. The concepts will provide the creative foundation and inform the look and
feel for the material moving forward.
• Working from the approved Positioning Concept and Creative Brief, The Idea
Cooperative will develop two creative concepts, shown as rough layouts to demonstrate
design and headline/copy direction.
SCOPE OF WORK: The Idea Cooperative—City of San Rafael Page 1
THE IDEA COOPERATIVE
SCOPE OF SERVICES "A"
• Each concept will be shown as a Concept Board to show the overall creative direction
and provide a sense of how the new brand identity will look and feel in all materials.
• One of the two directions will be selected for refinement and approval, includes time for
two revision cycles.
• Deliverables include: Approved creative concept including key identity elements (logo,
tagline, fonts, etc.) along with visual design aesthetic and copy tone and approach for all
creative marketing materials moving forward.
Required Staff: Senior Art Director/Creative Art Director, Senior Copywriter/Creative Director,
Digital Production Artist, Project Manager
COST: $15,000
TOTAL PROJECT COSTS: $30,000
SCOPE OF WORK: The Idea Cooperative—City of San Rafael Page 2
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CONTRACT ROUTING FORM
INSTRUCTIONS: Use this cover sheet to circulate all contracts for review and approval in the order shown below.
TO BE COMPLETED BY INITIATING DEPARTMENT PROJECT MANAGER:
Contracting Department: Economic Development
Project Manager: Danielle O'Leary
Extension: 3460
Contractor Name: Creative Thinking, Inc. dba The Idea Cooperative
Contractor's Contact: Tom Kavanaugh
Contact's Email: tomk@theideacooperative.com
El FPPC: Check if Contractor/Consultant must file Form 700
Step
RESPONSIBLE
DESCRIPTION
COMPLETED
REVIEWER
DEPARTMENT
DATE
Check/Initial
1
Project Manager
a. Email PINS Introductory Notice to Contractor
2/28/2017
Ox
3/2/2017
b. Email contract (in Word) & attachments to City
Atty c/o Laraine.Gittens@cityofsanrafael.org
2
City Attorney
a. Review, revise, and comment on draft agreement
3/6/2017
❑x LAG
and return to Project Manager
3/6/2017
U LAG
b. Confirm insurance requirements, create Job on
PINS, send PINS insurance notice to contractor
3
Project Manager
Forward three (3) originals of final agreement to
3/7/2017
Lx1AG
contractor for their signature
4
Project Manager
When necessary, * contractor-siened agreement
C] N/A
agendized for Council approval
*PSA > $20,000; or Purchase > $35,000; or
Or
FX -1
Public Works Contract > $125,000
3/20/2017
Date of Council approval
PRINT
CONTINUE ROUTING PROCESS WITH HARD COPY
5
Project Manager
Forward signed original agreements to City
Attorney with printed copy of this routing form
6
City Attorney
Review and approve hard copy of signed
agreement
-5/:2-7h-7
7
City Attorney
and approve insurance in PINS, and bonds
Review
(for for Public Works Contracts
8
City Manager/ Mayor
Agreement executed by Council authorized official
3 -Z&
9
City Clerk
Attest signatures, retains original agreement and
forwards copies to Project Manager
THE IDEA COOPERATIVE
SCOPE OF SERVICES "A"
PROJECT OVERVIEW: The Idea Cooperative will develop a new strategic messaging position
and brand creative concept for the City of San Rafael (CSR).
PHASE 1: BRAND DISCOVERY
The Idea Cooperative will work with CSR to gather and evaluate CSR Brand and meet with key
stakeholders.
• Brand Audit: The Idea Cooperative will review all existing brand strategy information
to gather insights into the organization, the benefits offered, target audience,
competitive landscape, and current trends.
• Workshop: The Idea Cooperative will then develop an agenda and moderate a four-
hour strategic messaging workshop session will the leadership team of the
organization. Deliverables: Agenda and Syllabus; Moderation and Documentation
Required Staff: Strategic Planner, Project Manager
COST: $5,000
PHASE 2: STRATEGIC POSITION CONCEPT
Working form the findings in Phase 1, The Idea Cooperative will develop and present two brand
positioning concepts. Each concept will include:
Strategic Positioning Concept: Brand Truth, Consumer Insight, Theme Line, and
Brand Mantra
• Creative Brief: from the approved Brand Positioning a creative brief will be
developed that provides a roadmap for creative development and a yardstick for
evaluating creative concepts.
Required Staff: Strategic Planner, Copywriter, Project Manager
COST: $10,000
PHASE 3: CREATIVE CONCEPT: The Idea Cooperative will express the strategic big idea in
creative materials. The concepts will provide the creative foundation and inform the look and
feel for the material moving forward.
Working from the approved Positioning Concept and Creative Brief, The Idea
Cooperative will develop two creative concepts, shown as rough layouts to demonstrate
design and headline/copy direction.
SCOPE OF WORK: The Idea Cooperative—City of San Rafael Page 1
SCOPE OF SERVICES "A"
Each concept will be shown as a Concept Board to show the overall creative direction
and provide a sense of how the new brand identity will look and feel in all materials.
One of the two directions will be selected for refinement and approval, includes time for
two revision cycles.
Deliverables include: Approved creative concept including key identity elements (logo,
tagline, fonts, etc.) along with visual design aesthetic and copy tone and approach for all
creative marketing materials moving forward.
Required Staff: Senior Art Director/Creative Art Director, Senior Copywriter/Creative Director,
Digital Production Artist, Project Manager
COST: $15,000
TOTAL PROJECT COSTS: $30,000
..... .. ...... ... .. . . ..... .. . ........ . . . ... ......... !
SCOPE OF WORK: The Idea Cooperative—City of San Rafael Page 2
ROUTING SLIP / APPROVAL FORM
INSTRUCTIONS: Use this cover sheet with each submittal of a staff report before approval
by the City Council. Save staff report (including this cover sheet) along
with all related attachments in the Team Drive (T:) --> CITY COUNCIL
AGENDA ITEMS 4 AGENDA ITEM APPROVAL PROCESS 4 [DEPT -
AGENDA TOPIC]
Agenda Item #
Date of Meeting: 3/20/2017
From: Danielle O'Leary
Department: Economic Development
Date: 3/8/2017
Topic: COMMUNITY BRANDING CREATIVE CONCEPT FOR THE CITY OF SAN
RAFAEL
Subject: RESOLUTION OF THE CITY COUNCIL OF THE CITY OF SAN RAFAEL
APPROVING PROFESSIONAL SERVICES AGREEMENT WITH CREATIVE THINKING, INC.,
DBA THE IDEA COOPERATIVE TO CREATE A COMMUNITY BRAND FOR SAN RAFAEL,
FOR A FLAT FEE OF $30,000
Type: ® Resolution ❑ Ordinance
❑ Professional Services Agreement ❑ Other:
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® Finance Director
Remarks: Approved - MM 3/10/2017
® City Attorney
Remarks: LG -approved 3/13/17 with suggested revisions.
® Author, review and accept City Attorney / Finance changes
Remarks: Accepted all changes, item is now final.
® City Manager
Remarks:
FOR CITY CLERK ONLY
File No.:
Council Meeting:
Disposition: