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Home My WebLink About25L - AGMT AUXILIARY SVCSREQUEST FOR COUNCIL ACTION CITY COUNCIL MEETING DATE: AUGUST 20, 2019 TITLE: APPROVE AN AMENDMENT TO THE AGREEMENT WITH STRAIGHTLINE COMMUNICATIONS, LLC, IN THE ANNUAL AMOUNT OF $25,000 FOR ADDITIONAL AUXILIARY SERVICES, FOR A NEW ANNUAL AMOUNT NOT TO EXCEED $95,000 (STRATEGIC PLAN NO. 5, 4) CITY MANAGER RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: APPROVED ❑ As Recommended ❑ As Amended ❑ Ordinance on 1$ Reading ❑ Ordinance on 2"d Reading ❑ Implementing Resolution ❑ Set Public Hearing For CONTINUED TO FILE NUMBER Authorize the City Manager and Clerk of the Council to execute an amendment to the agreement with Straightline Communications, LLC, to provide additional auxiliary support services related to community outreach and education by increasing the annual agreement amount by $25,000, for a total annual amount not to exceed $95,000 for the remaining 2 years of the agreement and the 2- year optional extension, if exercised, which increases the total agreement amount by $100,000, to a total of $450,000 inclusive of the 2 year optional extension, subject to non -substantive changes approved by the City Manager and City Attorney. DISCUSSION On April 3, 2018, at the conclusion of a competitive bid process, the City entered into a 3-year agreement with Straightline Communications, LLC, to assist with preparation of the annual comprehensive Water Quality Consumer Confidence Report and to provide related auxiliary support services. The auxiliary support services included developing a water conservation campaign, outreach, communications, and other branding services as needed by the Public Works Agency Water Resources Division. Staff recommends amending the existing agreement with Straightline Communications, LLC, to expand their scope of work to include community outreach and education for the dual Water and Census Campaign and additional auxiliary support services (Exhibit 1). STRATEGIC PLAN ALIGNMENT Approval of this item supports the City's effort to meet Goal #5 — Community Health, Livability, Engagement & Sustainability, Objective #4 (support neighborhood vitality and livability). 25L-1 Agreement Amendment with Straightline Communications, LLC August 20, 2019 Page 2 ENVIRONMENTAL IMPACT There is no environmental impact associated with this action. FISCAL IMPACT Funds are available for expenditure in Water Quality & Measurement — Professional Services account (No. 06017644-62300) and General Non -Departmental — Professional Services account (No. 01105015-62300) in Fiscal Year 2019-20. Funds will be budgeted for future years as follows: Fiscal Year Accounting Unit Fund Accounting Unit, Amount — Account # Description Account Description FY 19-20 06017644-62300 Water Water Quality, Contract $23,500 Services -Professional General General Non- FY 19-20 01105015-62300 Fund Departmental, Contract $1,500 Services- Professional FY 20-21 06017644-62300 Water Water Quality, Contract $25,000 Services -Professional Extension O tion FY 21-22 06017644-62300 Water Water Quality, Contract $25,000 Services -Professional FY 22-23 06017644-62300 Water Water Quality, Contract $25,000 Services -Professional Amendment Total: $100,000 Fuad % Sweiss, PE, PLS Execut�yle Director Public orks Agency FSS/NS/RR Exhibit: 1. Amendment to Agreement APPROVED AS TO FUNDS AND ACCOUNTS: lZ%�. 41� Kathryn Downs, CPA Executive Director 07 Finance and Management Services Agency 25L-2 Exhibit 1 FIRST AMENDMENT TO AGREEMENT WITH STRAIGHTLINE COMMUNICATIONS THIS FIRST AMENDMENT to the above -referenced agreement is entered into on September 3, 2019, by and between Straightline Communications, LLC ("Consultant"), and the City of Santa ` Ana, a charter city and municipal corporation organized and existing under the Constitution and laws of the State of California ("City"). RECITALS A. The parties entered into Agreement No. A-2018-086, dated April 3, 2018, by which Consultant agreed to prepare a comprehensive Water Quality Consumer Confidence Report and to provide related auxiliary support services for the Water Resources Division of the City's Public Works Agency ("Agreement"). B. The Agreement remains in effect through April 2, 2021, with provision for extension, and the parties now wish to expand the scope of work and increase the annual amount to be expended under the Agreement in consideration of the expanded scope. The Parties therefore agree: 1. Section 1, Scope of Services, is amended to include the additional services related to the City's 2020 Dual Water and Census Campaign that are described in Exhibit A, as attached. 2. Section 2.a., Compensation, is amended to increase the total annual sum to be expended under the term of Agreement, including any extension periods, from 570,000 to $95,000. 3. Except as modified by this First Amendment, all terms and conditions of the Agreement shall remain in full force and effect. IN WITNESS WHEREOF, the parties hereto have executed this First Amendment to the Agreement on the date and year first written above. ATTEST CITY OF SANTA ANA DAISY GOMEZ Clerk of the Council APPROVED AS TO FORM SONIA R. CARVALHO, City Attorney By: �Vl l J N M. FUNK Assistant City Attorney KRISTINE RIDGE City Manager CONSULTANT me- inda O'Hanlon Titl : President Page 1 of 2 25L-3 RECOMMENDED FOR APPROVAL FUAD S. SWEISS, PE, PLS Executive Director Public Works Agency Page 2 of 2 25L-4 STATEMEN OF WORK The purpose of this Statement of Work (SOW) is to outline our strategic communications/ marketing activities along with the corresponding budget for the City of Santa Ana's 2020 Water & Census Campaign. EXHIBIT A �,w Ca m pa ign 25L-5 STATEMENT OF WORK-2020 DUAL WATER & CENSUS CAMPAIGN 8/1/2019to4/30/2020 Page 1 2 25L-6 STATEMENT OF WORK-2020 DUAL WATER & CENSUS CAMPAIGN 8/1/2019 to 4/30/2020 INTRODUCTION The City of Santa Ana recognizes the importance of the upcoming 2020 dual Water and Census Campaign in securing federal funding, grants and support for programs impacting housing, education, transportation, employment, health care and public policy, as well as to ensure fair representation in Congress. As such, the City Manager's Office has launched a year -long co - marketing campaign to encourage high participation in the 2020 Water and Census campaign among Santa Ana residents and businesses. The community outreach campaign includes, but is not limited to, community events, marketing, media relations, social media engagement and advertising. In addition to promoting water awareness, the City of Santa Ana is looking to break any barriers to participation by communicating the importance, benefits and ease of participation as well as dispelling any misconceptions/mistrust or concerns about tap water and the 2020 census. The City Manager's office contacted Linda O'Hanlon of Straightline Communications (SLC) to discuss the idea of developing a co -marketing campaign and the City's need for marketing support. While SLC's capabilities encompass strategic communications planning, messaging and Integrated marketing campaigns, the scope of SLC's Involvement [as defined by the City] is limited to the design and development of promotional and marketing items to support the 2020 Water and Census Campaign. Below is a general explanation of activities we anticipate, along with the estimated corresponding budget. DUAL -CAMPAIGN PROMOTIONAL ITEMS Currently, the Water Resources Division has a robust marketing and community outreach program which includes various campaigns. In conjunction with the division's "Every Drop Counts" campaign, SLC will develop, coordinate and oversee the production of dual -branded promotional items to be distributed by Water Resources Division and City Manager's Office staff at community events, and chamber of commerce and neighborhood association meetings. General Scope of Work: SLC will focus on crafting messaging (when appropriate) and developing camera-ready art for various promotional items including dual -campaign branded water pitchers, tee- shirts (men/women/youth), baseball hats, sports bottles, tote bags, post -it notes, notebooks, memory sticks, and reusable grocery bags*. Production includes coordinating the artwork with the City's vendors. * While reusable grocery bags were not discussed at our initial meeting, we believe this item is widely used, functional, widely used and visible. We recommend a promotional campaign with major super markets in Santa Ana, which we can assist in developing. Page 1 3 25L-7 STATEMENT OF WORK-2020 DUAL WATER & CENSUS CAMPAIGN 8/1/2019 to 4/30/2020 2020 MARKETING ITEMS We will design, coordinate and oversee the production of various marketing items to create more awareness, communicate key messaging and educate the public, including: • 1 Kid's Activity Placemat + Crayons for restaurants • 1 Table Top Tent for restaurants • 12020 Calendar (English/Spanish) • 2 Different Custom Printed X-Spider Banners (for display at events, meetings and public venues) • 1 Step'n Repeat Banner (backdrop at events with alternating logos: 150-Year Anniversary, Santa Ana Water, City Seal, 2020 Census) • 1 Bill Insert General Scope of Work: Original design for each of the items listed above. Design of the 28-page calendar will include visually impactful photos of city landmarks and messaging to promote both the Water Campaign and encourage participation in 2020 Census. SLC will be responsible for all copywriting, design, approvals, development of camera-ready art, and coordination of production with the City's vendors. SLC will also develop a letter to restaurant owners to encourage participation by displaying the table top tents and passing out the placemats/crayons to patrons. STUDENT EDUCATION PROGRAM Overview: Engaging school age children with the City's Water Campaign and the 2020 Census Campaign will establish the groundwork for better -informed adults and Santa Ana residents. We will design and coordinate the production of a bilingual (English/Spanish) Kids Activity Book titled "I Count." This Kids Activity Book will not only communicate positive messages to youth about "self - value" and why they are each unique and important, it will also educate youth on why civic involvement is important and how their family's participation will make a difference in their lives. We will also design and coordinate the production of a bilingual (English/Spanish) school pouch with similar branding. Since the Water Resources Division already has in place a student education program through the SAUSD, we will leverage the Division's existing distribution of school materials in September to distribute the "I Count" Kids Activity Book, streamlining the process and saving costs for the City. General Scope of Work: Original design of a 20-page Kids Activity Book complete with word searches, word scrambles, coloring pages, mazes, and other activities to appeal to grade and middle school youth. Original design of the school pouch. We will also develop a letter to school administrators and teachers explaining the importance of the City's dual 2020 Water and Census Campaign and how their support in distributing the Activity Books to students is vital. We will oversee all production with the City's vendors and coordinate distribution with SAUSD administration and Water Resources Division staff. Page 1 4 25L-8 STATEMENT OF WORK-2020 DUAL WATER & CENSUS CAMPAIGN 8/1/2019 to 4/30/2020 MISCELLANEOUS In addition to these key areas, SLC's engagement will include miscellaneous writing projects such as the development of articles for the Santa Ana Green newsletter and other communications platforms, as well as press releases. The miscellaneous budget will include meetings and conference calls with the client. Proposed Budget: $10,000 We recommend a budget of $10,000 for the services and activities outlined in the proposal to support the City of Santa Ana's 2020 Water and Census Campaign. We will track and bill the City of Santa Ana for actual time, never to exceed the budget agreed upon and outlined In an executed agreement. Hours and rates are listed below as well as a breakdown of estimated time/costs upon which we based this budget. Not included in the budget are out-of-pocket expenses (if applicable) such as wire services (e.g., PR Newswire/BusinessWire), photography, printing, and advertising. Should client requests call for out- of-pocket expenses, we will obtain approval prior to incurring any additional costs. Out of pocket expenses will be billed at cost after client approval and once Incurred. 2019 Rates Professional services (e.g., research, creative development, writing, editing, and editorial placement, editorial contact and follow-up, general client counsel and meetings etc.) ., $185 @ hour Graphic design ................................................ Estimated Time For Professional/Design Services $115 @ hour Account Administration (Client meetings, conference calls, research etc.) .................................. $1,250 Camera -Ready Art For 10 Dual -Campaign Branded Promotional Items...........................................$750 Camera -Ready Art For 1 Kid's Activity Placemat + Crayon Box.........................................................$600 Camera -Ready Art For 1 Table Top Tent..............................................................................................$400 Camera -Ready Art For 12020 Calendar......................................................................................... $2,500 Camera -Ready Art For 2 Custom Printed X-Spider Banners..............................................................$800 Camera -Ready Art For 1 Step'n Repeat Banner................................................................................$350 Camera -Ready Art For 1 Bill Insert .......................................................................................................$400 Camera -Ready Art For 20-Page Kids Activity Book......................................................................... $1,225 Camera -Ready Art For School Pouch Miscellaneous Projects..................................................................................................................... $1,500 Professional + Design Services: 70.80 hours................................................................................. $9,975 Page 1 5 25L-9 STATEMENT OF WORK-2020 DUAL WATER & CENSUS CAMPAIGN 8/1/2019 to 4/30/2020 If this Statement of Work is agreeable, please sign, scan and e-mail back to ohanlon@straigthlinecomm.com. Monthly billings are invoiced on the 1st of the month; invoices are due and payable net 30. Note: The budget does not include costs for wire services, photography, printing, mailing or other outside expenses. Page 1 6 25L-10