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Agreement for Police Department Public Awareness Campaigns <br />August 17, 2021 <br />Page 3 <br />1 <br />9 <br />3 <br />8 <br />Outreach Efforts: <br />The Purchasing Division advertised this project on the City’s online bid management and <br />publication system, which directly notified 12 Santa Ana vendors. <br /> <br />The proposers were ranked by the review committee based on the following criteria: <br />Responsiveness to the RFP (25%) <br />Experience of Firm and Personnel (30%) <br />Reasonableness of Cost (25%) <br />References (20%) <br />The results of the RFP evaluation are as follows: <br />Vendor Score <br />Communications LAB 94.6 <br />Loma Media 92.3 <br />S. Groner Associates 86.3 <br />100 point max <br />Communications LAB. was the most responsive, cost effective, and capable respondent. <br />Communications LAB Communications brings valuable expertise and institutional <br />knowledge to both campaigns. This includes all branding, strategies, micro-campaigns, <br />and established media relationships. Communications LAB presented a variety of <br />concepts that envision a refreshed and expanded campaign with strategies to reach a <br />broader audience. Communications LAB has worked with the City of Anaheim, Southern <br />California Edison, OCTA, Cigna, and many others. <br /> <br />It is anticipated that the current scope of services developed by the consultant will differ <br />or expand as promotional opportunities arise. The final determination of services <br />provided by Communications LAB may be adjusted in writing, and executed by the City <br />Manager and City Attorney’s Office, and by Communications LAB. The agreement term <br />will run from August 17, 2021 to June 30, 2024, and provide for two one-year options for <br />renewal. The total agreement amount of $1,150,000 includes $600,000 for the initial <br />term, and $200,000 for each one-year renewal option. Each year includes an additional <br />15% contingency. <br /> <br />Execution of years two, three, four and five of this agreement are contingent upon a UASI <br />Grant award to the Anaheim/Santa Ana Urban Area for the respective grant years, and <br />that the award is sufficient in size to sustain both campaigns. Future UASI grant funds <br />must be recognized and appropriated by the City Council prior to any expenditure on <br />these programs under this agreement.