25D - AGMT - MARKETING SRVS - Laserfiche WebLink

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• . •. A • CITY COUNCIL MEETING DATE: APRIL 19, 2016 TITLE: AGREEMENT WITH NORTH STAR DESTINATION STRATEGIES INC. FOR COMMUNITY BRANDING AND MARKETING SERVICES {STRATEGIC PLAN NO. 3, 1E) (SURPLUS ALLOCATION FUNDING) p ��s CITY MA G RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: APPROVED ❑ As Recommended ❑ As Amended ❑ Ordinance on 13t Reading ❑ Ordinance on 2ntl Reading ❑ Implementing Resolution ❑ Set Public Hearing For_ CONTINUED TO FILE NUMBER Authorize the City Manager and Clerk of the Council to execute an agreement with North Star Destination Strategies, Inc. to develop a citywide community branding strategy for a two year period, terminating on April 18, 2018, in the amount not to exceed $148,500, which includes a 10% contingency, subject to non - substantive changes approved by the City Manager and City Attorney. Project in accordance with the Council approved Surplus Allocation Plan as of October 20, 2015. Department: Project: I Category: Total Funding: Community Santa Ana City -Wide Branding Investment $200,000 Development Agency Study DISCUSSION In accordance with the Council approved Surplus Allocation Plan for fiscal -year 2015 -16, staff issued a Request for Qualifications (RFQ) for branding and professional marketing consultant services to develop a citywide community branding strategy. The purpose of this effort is to develop a clear, strong and resilient brand identity that represents the varied attributes of the Santa Ana community. The project scope includes an assessment of the City of Santa Ana's current image, development of a community brand, and a comprehensive implementation plan. The resulting brand messaging will place particular emphasis on: • attracting, retaining and growing businesses; • maintaining and enhancing the City's quality of life; • encouraging residents of all ages to engage in community life, civic activities and recreational interests. 25D -1