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HomeMy WebLinkAboutED Community Branding Creative ConceptSAN RAFAEL 6. 1,, 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 RA P4 F, s z � yo 'Tr WITH Ash 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: /_A1»:ZS]�/_AT4� ® 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: