HomeMy WebLinkAbout25G - AGMT - OFFICER RECRUITMENT14*0111*alpfe
• ► ►
CITY COUNCIL MEETING DATE:
JUNE 21, 2016
TITLE:
AGREEMENT WITH SENSIS FOR POLICE
OFFICER RECRUITMENT CAMPAIGN
(STRATEGIC PLAN NO. 1, 11)
r
CITY MANAGE
RECOMMENDED ACTON
CLERK OF COUNCIL USE ONLY:
APPROVED
❑ As Recommended
❑ As Amended
❑ Ordinance on Ian Reading
❑ Ordinance on 2nd 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 Sensis to
market and advertise the Police Department's full -time Police Officer employment opportunities,
for the period of June 21, 2016 through June 20, 2017, in an amount not to exceed $150,000,
with the option to renew the contract for one additional year in the amount of $100,000, subject to
non - substantive changes approved by the City Manager and City Attorney.
DISCUSSION
On October 7, 2015, the Police Department issued a Request for Qualifications for marketing and
advertising services to advertise the Police Department's full -time Police Officer employment
opportunities. On October 21, 2015 the Police Department received five proposals: 1) Sensis, 2)
Traffik, 3) Geary LSF, 4) We the Creative and 5) Rio Media. An evaluation committee consisting
of representatives from the City Manager's Office, Police Department Human Resources Section,
Field Operations Bureau, and Training Division reviewed and rated the five proposals. The
evaluation committee rated the five proposals as follows:
Sensis
Traffik
Geary LSF
We the
Creative
Rio Media
453
433
395
350
297
Following the proposal evaluation process, the committee short listed the field of proposers and
invited the two highest rated firms , Sensis and Traffik, for an interview. At the conclusion of the
final interviews, the firms were awarded a separate final score based on their presentation and
answers; Sensis scored 386 points and Traffik scored 314 points.
The objective of the Sensis agreement and scope of work is to provide the Santa Ana Police
Department with a competitive advantage in recruiting the most qualified police officer candidates
25G -1
Agreement with Sensis for Police Officer Recruitment Campaign
June 21, 2016
Page 2
in the southern California region. Sensis will focus their marketing efforts on recruiting men and
women with the job skills, education, military experience and personal characteristics needed to
be successful Santa Ana Police Officers.
Sensis will provide expert marketing /advertising advice and assess the Police Department's
current recruitment strategy, along with frameworks and tools in place. Sensis will develop a
recruitment strategy with the implementation of new marketing tactics, technologies, and
programs to match the ever - changing law enforcement recruitment landscape. This recruitment
strategy will include social media, outdoor media, and enhancement of the Police Department's
web presence and campaign elements they may have seen. Sensis has extensive experience
with recruitment campaigns for federal agencies, including several years of recruitment
advertising and marketing campaigns for the U.S. Army, Army National Guard, and U.S. Coast
Guard Academy. Sensis has over 17 years of experience working with many state and local
government agencies, including the Orange County Fair and Event Center, Metrolink, City of
Seal Beach, City of Santa Monica and the South Coast Air Quality Management District.
STRATEGIC PLAN ALIGNMENT
Approval of this item supports the City's efforts to meet Goal #1 - Community Safety, Objective
#1 (modernize the Community Policing philosophy to improve customer service, crime prevention
and traffic / pedestrian / bicycle safety), Strategy I (enhance public safety efforts by improving our
employee retention efforts and actively seeking a diverse and talented pool of public safety
candidates who possess the values and skills consistent with organizational goals).
FISCAL IMPACT
Funds in the amount of $150,000 are available in the Police Department's Criminal Activity - DOJ
contract services account (no. 02614450 62300). All funds are anticipated to be spent during
the 2016 -17 fiscal year.
APPROVED AS TO FUNDS AND ACCOUNTS:
Carlos Rojas Francisco Gutierrez,
Chief of Police Executive Director
Santa Ana Police Department Finance & Mgt. Services Agency
Exhibit: 1. Agreement
25G -2
CONSULTANT AGREEMENT
THIS AGREEMENT is made and entered into this 21st day of June, 2016 by and between Sensis, Inc.,
a California Corporation, (hereinafter "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
(hereinafter "City ").
RECITALS
A. The City desires to retain a consultant having special skill and knowledge in the field of
providing an Integrated marketing and advertising campaign to promote police officer hiring.
B. Consultant represents that Consultant is able and willing to provide such services to the City.
C. In undertaking the performance of this Agreement, Consultant represents that it is
knowledgeable in its field and that any services performed by Consultant under this Agreement
will be performed in compliance with such standards as may reasonably be expected from a
professional consulting firm in the field.
NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the terms
and conditions hereinafter set forth, the parties agree as follows:
SCOPE OF SERVICES
Consultant shall perform those services as set forth In Exhibit A to this Agreement.
2. COMPENSATION
a. City agrees to pay, and Consultant agrees to accept as total payment for its services, the
rates and charges identified in Exhibit A. The total sum to be expended under this
Agreement shall not exceed $150,000 for the term of the agreement. Should the City
extend this agreement pursuant to Section 3, the total sum shall not exceed $100,000
for the extended term of this Agreement.
b. Payment by City shall be made within forty -five (45) days following receipt of proper
invoice evidencing work performed, subject to City accounting procedures. Payment
need not be made for work which fails to meet the standards of performance set forth in
the Recitals which may reasonably be expected by City.
3. TERM
This Agreement shall commence on the date first written above and terminate on June 20,
2017, unless terminated earlier in accordance with Section 15, below. The term of this Agreement may
be extended for one additional one year term upon a writing executed by the City Manager and the City
Attorney.
4. INDEPENDENT CONTRACTOR
Consultant shall, during the entire term of this Agreement, be construed to be an independent
contractor and not an employee of the City. This Agreement is not intended nor shall it be construed to
create an employer - employee relationship, a joint venture relationship, or to allow the City to exercise
discretion or control over the professional manner in which Consultant performs the services which are
the subject matter of this Agreement; however, the services to be provided by Consultant shall be
provided in a manner consistent with all applicable standards and regulations governing such services.
25G -3
Consultant shall pay all salaries and wages, employer's social security taxes, unemployment insurance
and similar taxes relating to employees and shall be responsible for all applicable withholding taxes.
5. OWNERSHIP OF MATERIALS
This Agreement creates a non - exclusive and perpetual license for City to copy, use, modify,
reuse, or sublicense any and all copyrights, designs, and other intellectual property embodied in plans,
specifications, studies, drawings, estimates, and other documents or works of authorship fixed in any
tangible medium of expression, including but not limited to, physical drawings or data magnetically or
otherwise recorded on computer diskettes, which are prepared or caused to be prepared by Consultant
under this Agreement ( "Documents & Data "). Consultant shall require all subcontractors to agree in
writing that City is granted a non - exclusive and perpetual license for any Documents & Data the
subcontractor prepares under this Agreement. Consultant represents and warrants that Consultant has
the legal right to license any and all Documents & Data. Consultant makes no such representation and
warranty in regard to Documents & Data which were provided to Consultant by the City. City shall not
be limited in any way in its use of the Documents and Data at any time, provided that any such use not
within the purposes intended by this Agreement shall be at City's sole risk.
6. INSURANCE
Prior to undertaking performance of work under this Agreement, Consultant shall maintain and
shall require its subcontractors, if any, to obtain and maintain insurance as described below:
a. Commercial General Liability Insurance. Consultant shall maintain commercial general
liability insurance naming the City, its officers, employees, agents, volunteers and
representatives as additional insured(s) and shall include, but not be limited to prote_ 'on
against claims arising from bodily and personal injury, including death resulting
therefrom and damage to property, resulting from any act or occurrence arising out of
Consultant's operations in the performance of this Agreement, including, without
limitation, acts involving vehicles. The amounts of insurance shall be not less than the
following: single limit coverage applying to bodily and personal injury, including death
resulting therefrom, and property damage, in the total amount of $1,000,000 per
occurrence, with $2,000,000 in the aggregate. Consultant shall supply City with a fully
executed additional insured endorsement in substantially the form attached hereto as
Exhibit B upon execution of this Agreement.
b. Business automobile liability insurance, or equivalent form, with a combined single limit
of not less than $1,000,000 per occurrence. Such insurance shall include coverage for
owned, hired and non -owned automobiles.
C. Worker's Compensation Insurance. In accordance with the provisions of Section 3700
of the Labor Code, Consultant, if Consultant has any employees, is required to be
insured against liability for worker's compensation or to undertake self- insurance. Prior
to commencing the performance of the work under this Agreement, Consultant agrees to
obtain and maintain any employer's liability insurance with limits not less than
$1,000,000 per accident.
d. If Consultant is or employs a licensed professional such as an architect or engineer:
Professional liability (errors and omissions) insurance, with a combined single limit of not
less than $1,000,000 per claim with $2,000,000 in the aggregate.
e. The following requirements apply to the insurance to be provided by Consultant pursuant
to this section:
25G -4
(i) Consultant shall maintain all insurance required above in full force and
effect for the entire period covered by this Agreement.
(ii) Certificates of insurance shall be furnished to the City upon execution of
this Agreement and shall be approved by the City.
(iii) Certificates and policies shall state that the policies shall not be canceled
or reduced in coverage or changed in any other material aspect without
thirty (30) days prior written notice to the City.
If Consultant fails or refuses to produce or maintain the insurance required by this
section or fails or refuses to furnish the City with required proof that insurance has been
procured and is in force and paid for, the City shall have the right, at the City's election,
to forthwith terminate this Agreement. Such termination shall not affect Consultant's
right to be paid for its time and materials expended prior to notification of termination.
Consultant waives the right to receive compensation and agrees to indemnify the City for
any work performed prior to approval of insurance by the City.
7. INDEMNIFICATION
Consultant agrees to and shall indemnify and hold harmless the City, its officers, agents,
employees, consultants, special counsel, and representatives from liability: (1) for personal injury,
damages, just compensation, restitution, judicial or equitable relief arising out of claims for personal
injury, including death, and claims for property damage, which may arise from the direct or indirect
operations of the Consultant or its contractors, subcontractors, agents, employees, or other persons
acting on their behalf which relates to the services described in section 1 of this Agreement; and (2) from
any claim that personal injury, damages, just compensation, restitution, judicial or equitable relief is due
by reason of the terms of or effects arising from this Agreement. This indemnity and hold harmless
agreement applies to all claims for damages, just compensation, restitution, judicial or equitable relief
suffered, or alleged to have been suffered, by reason of the events referred to in this Section or by
reason of the terms of, or effects, arising from this Agreement. The Consultant further agrees to
indemnify, hold harmless, and pay all reasonable costs for the defense of the City, including fees ana
costs for special counsel to be selected by the City, regarding any action by a third party challenging the
validity of this Agreement, or asserting that personal injury, damages, just compensation, restitution,
judicial or equitable relief due to personal or property rights arises by reason of the terms of, or effects
arising from this Agreement. City may make all reasonable decisions with respect to its representation
in any legal proceeding. Notwithstanding the foregoing, to the extent Consultant's Services are subject
to Civil Code Section 2782.8, the above indemnity shall be limited, to the extent required by Civil Code
Section 2782.8, to claims that arise out of, pertain to, or relate to the negligence, recklessness, or willful
misconduct of the Consultant.
8. INTELLECTUAL PROPERTY INDEMNIFICATION
Consultant shall defend and indemnify the City, its officers, agents, representatives, and
employees against any and all liability, including costs, for infringement of any United States' letters
patent, trademark, or copyright infringement, including costs, contained in the work product or
documents provided by Consultant to the City pursuant to this Agreement.
9. RECORDS
Consultant shall keep records and invoices in connection with the work to be performed under
this Agreement. Consultant shall maintain complete and accurate records with respect to the costs
incurred under this Agreement and any services, expenditures, and disbursements charged to the City
for a minimum period of three (3) years, or for any longer period required by law, from the date of final
25G -5
payment to Consultant under this Agreement. All such records and invoices shall be clearly identifiable.
Consultant shall allow a representative of the City to examine, audit, and make transcripts or copies of
such records and any other documents created pursuant to this Agreement during regular business
hours. Consultant shall allow inspection of all work, data, documents, proceedings, and activities related
to this Agreement for a period of three (3) years from the date of final payment to Consultant under this
Agreement.
10. CONFIDENTIALITY
If Consultant receives from the City information which due to the nature of such information is
reasonably understood to be confidential and /or proprietary, Consultant agrees that it shall not use or
disclose such information except in the performance of this Agreement, and further agrees to exercise
the same degree of care it uses to protect its own information of like importance, but in no event less
than reasonable care. "Confidential Information" shall include all nonpublic information. Confidential
information includes not only written information, but also information transferred orally, visually,
electronically, or by other means. Confidential information disclosed to either party by any subsidiary
and /or agent of the other party is covered by this Agreement. The foregoing obligations of non -use and
nondisclosure shall not apply to any information that (a) has been disclosed in publicly available
sources; (b) is, through no fault of the Consultant disclosed in a publicly available source; (c) is In
rightful possession of the Consultant without an obligation of confidentiality; (d) is required to be
disclosed by operation of law; or (e) is independently developed by the Consultant without reference to
Information disclosed by the City.
11, CONFLICT OF INTEREST CLAUSE
Consultant covenants that it presently has no interests and shall not have interests, direct or
indirect, which would conflict in any manner with performance of services specified under this
Agreement.
12, NOTICE
Any notice, tender, demand, delivery, or other communication pursuant to this Agraement shall
be in writing and shall be deemed to be properly given if delivered in person or mailed by first class or
certified mail, postage prepaid, or sent by fax or other telegraphic communication in the manner
provided in this Section, to the following persons:
To City: Clerk of the City Council
City of Santa Ana
20 Civic Center Plaza (M -30)
P.O. Box 1988
Santa Ana, CA 92702 -1988
Fax 714- 647 -6956
With courtesy copies to:
Carlos Rojas, Chief of Police
City of Santa Ana
20 Civic Center Plaza (M -97)
P.O. Box 1988
Santa Ana, California 92702
Fax 714- 647 -8007
And
25G -6
To Consultant:
City Attorney
City of Santa Aria
20 Civic Center Plaza (M -29)
P.O. Box 1988
Santa Ana, California 92702
Fax 714- 647 -6515
Sensis, Inc.
811 Wilshire Blvd., Suite 2050
Los Angeles, CA 90017
Attn: Gloria Johnson
A party may change its address by giving notice in writing to the other party. Thereafter, any
communication shall be addressed and transmitted to the new address. If sent by mail, communication
shall be effective or deemed to have been given three (3) days after it has been deposited in the United
States mail, duly registered or certified, with postage prepaid, and addressed as set forth above. If sent
by fax, communication shall be effective or deemed to have been given twenty -four (24) hours after the
time set forth on the transmission report issued by the transmitting facsimile machine, addressed as set
forth above. For purposes of calculating these time frames, weekends, federal, state, County or City
holidays shall be excluded.
13. EXCLUSIVITY AND AMENDMENT
This Agreement represents the complete and exclusive statement between the City and
Consultant, and supersedes any and all other agreements, oral or written, between the parties. In the
event of a conflict between the terms of this Agreement and any attachments hereto, the terms of this
Agreement shall prevail. This Agreement may not be modified except by written instrument signed by
the City and by an authorized representative of Consultant. The parties agree that any terms or
conditions of any purchase order or other instrument that are inconsistent with, or in addition to, the
terms and conditions hereof, shall not bind or obligate Consultant or the City. Each party to this
Agreement acknowledges that no representations, inducements, promises or agreements, orally or
otherwise, have been made by any party, or anyone acting on behalf of any party, which are not
embodied herein.
14. ASSIGNMENT
Inasmuch as this Agreement is intended to secure the specialized services of Consultant,
Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior written
consent of the City and any such assignment, transfer, delegation or subcontract without the City's prior
written consent shall be considered null and void. Nothing in this Agreement shall be construed to limit
the City's ability to have any of the services which are the subject to this Agreement performed by City
personnel or by other consultants retained by City.
15. TERMINATION
This Agreement may be terminated by the City or Consultant upon thirty (30) days written notice
of termination. In the event that Consultant commits a material breach of this Agreement, Consultant
will be advised in writing of the material breach and will be given ten (10) days from the date of the
writing to cure the material breach. In the event of termination of this Agreement, Consultant shall be
entitled to receive and the City shall pay Consultant compensation for all services performed by
Consultant prior to receipt of such notice of termination, subject to the following conditions:
25G -7
As a condition of such payment, the Police Chief may require Consultant to deliver to the
City all work product completed as of such date, and in such case such work product
shall be the property of the City unless prohibited by law, and Consultant consents to the
City's use thereof for such purposes as the City deems appropriate.
b. Payment need not be made for work which fails to meet the standard of performance
specified in the Recitals of this Agreement.
16. DISCRIMINATION
Consultant shall not discriminate because of race, color, creed, religion, sex, marital status,
sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by applicable
law, in the recruitment, selection, training, utilization, promotion, termination or other employment related
activities. Consultant affirms that it is an equal opportunity employer and shall comply with all applicable
federal, state and local laws and regulations.
17. JURISDICTION - VENUE
This Agreement has been executed and delivered in the State of California and the validity,
interpretation, performance, and enforcement of any of the clauses of this Agreement shall be
determined and governed by the laws of the State of California. Both parties further agree that Orange
County, California, shall be the venue for any action or proceeding that may be brought or arise out of, in
connection with or by reason of this Agreement.
18. PROFESSIONAL LICENSES
Consultant shall, throughout the term of this Agreement, maintain all necessary licenses,
permits, approvals, waivers, and exemptions necessary for the provision of the services hereunder and
required by the laws and regulations of the United States, the State of California, the City of Santa Ana
and all other governmental agencies. Consultant shall notify the City immediately and in writing of its
inability to obtain or maintain such permits, licenses, approvals, waivers, and exemptions. Said inability
shall be cause for termination of this Agreement.
19. MISCELLANEOUS PROVISIONS
a. Each undersigned represents and warrants that its signature herein below has the
power, authority and right to bind their respective parties to each of the terms of this
Agreement, and shall indemnify City fully, including reasonable costs and attorney's
fees, for any injuries or damages to City in the event that such authority or power is not,
in fact, held by the signatory or is withdrawn.
b. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set
forth in the body of this Agreement.
IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year first
above written.
ATTEST:
MARIA D. HUIZAR
Clerk of the Council
CITY OF SANTA ANA
DAVID CAVAZOS
City Manager
25G -8
APPROVED AS TO FORM:
SONIA R. CARVALHO
City Attorney
Laura Rossini
Senior Assistant City Attorney
RECOMMENDED FOR APPROVAL
Carlos Rojas
Chief of Police
CONSULTANT
Gloria Johnson
VP Managing Director
Tax ID#
25G -9
EXHIBIT A
SCOPE OF SERVICES
AND
RATES AND CHARGES
25G -10
C= 811 Wilshire BINd Suite 2050, Los Angeles. CA 90017
;rnsisagnncgcorn [213.341.0177 1213.861.7436
Scope of Work
Santa Ana Police Department Recruitment Campaign
2/12/16
osal Summa
The Santa Ana Police Department (SAPD) is an established, well -known mid -size law enforcement
agency in Orange County. SAPD seeks to fill vacant Police Officer positions over a two -year
period. The department is seeking to recruit qualified applicants who are results - oriented, possess
great attitudes, demonstrate creativity and innovation, work efficiently, show a record of success
and have a passion for public service.
Sensis proposes an integrated campaign that includes development and implementation of a social
media strategy plus up to three event activationslstreet teams that fit perfectly with our target profile.
Additionally, we will deploy targeted digital media (paid search, display banners and pre -roll video)
along with available out -of -home in the local Santa Ana area.
ct
Marketing Objectives:
• Shift existing perceptions about a career in law enforcement
• Reframe Santa Ana PD so that it is more compelling employment option to core Millennial target
and differentiated against alternative police departments
• Position Santa Ana PD as the police department as the preferred PD to join
Business Objective:
• Hire 50 -60 (final numbers TBD) Police Officers per year over the next two years
Campaign Strategy
The challenge to date recognizes a core audience of Millennial men and women from which Santa
Ana PD would like to attract hires and recruitment in nearby counties. Competition for these
potential recruits comes from attractive alternatives, such as Anaheim PD or Orange County
Sheriff's Department. Additionally, exterior considerations include the perceptual hurdle of
potential negative associations with law enforcement, as well as flagging interest in a life "on the
force" or civil service.
Account Service
Account Management: Sr. Account Director, Vanessa Rodriguez will serve as the senior point of
contact to SAPD staff and oversee account service with an Assistant Account Executive serving as
the primary day -to -day contact, The Sr. Account Director will provide strategic guidance on how to
best solve for unexpected issues, while the Assistant Account Executive ensures that all affected
parties are Informed of modifications and continue to move the project forward, according to latest
chances,
25G -11
C= 811 Mst ,e BI d Site 2050. Los Angeles. CA 90017
s i , '.. 213.3419171 213$617436
Communication: Having open and continuous communication internally and externally are
essential to meet SAPD's needs; therefore, regular weekly check -in meetings are conducted
internally and externally to keep everyone apprised of project progress and accountable to their
assigned tasks. This may be via continual email updates or monthly status meetings; frequency
may shift depending on which phase of the campaign is currently active.
Project Timeline/Task List: Campaign timelines are continuously updated, which meticulously
detail out each task and person responsible with associated due dates so all understand their roles
responsibilities.
Documentation: Written recaps of meetings along with action items and due dates are
disseminated subsequent to meetings /calls to inform entire team of next steps and expected
deliverable dates. These meeting notes are also saved on our server and BaseCamp for easy
access. We utilize BaseCamp, a web -based project- management tool for milestone management,
file sharing and messaging.
Budget Control: We have a thorough job costing platform set -up, with multiple approvals from
department heads required so that only related costs (both labor and other direct costs /materials)
will be billed to client. We employ the use of unique client and project codes in our timekeeping/
payroll system and overall accounting system as we account for these costs.
St
The Strategy team will be in charge of all research and positioning elements that will inform creative
and media briefs.
Sensis recommends a positioning exercise in key parts that will reframe the challenge to Santa Ana
PD's advantage in order to help it achieve desired objectives.
Our process is specifically tailored to the above challenge and includes:
I . Insights: Using primary and syndicated research to articulate into insights in the unmet needs
and wants of the core audience already described. We'll get to know them better and how to
affect their behavior.
2. Product: We'll define working with the Santa Ana PD "life of service" or "civic duty" in such a
way that appeals to the core audience.
3. Key Benefits: Research will be used to identify key benefits that support the notion of civic duty
and service.
4. Competitive: This exercise will unearth points of differentiation that enables Santa Ana PD to
stand out among the competitive set, as well as attributes to highlight for itself and of
competitors in order to point out deficits elsewhere, if need be.
5. Trends: Sensis has access to a comprehensive and rich database of trends affecting the
attitudes and perceptions of Americans including Millennial men and women that might be viable
candidates for Santa Ana PD. We'll explore trends primarily to understand how to overcome
perceptual hurdles.
25G -12
811 Wilshire Blvd Suite 2050, Lo, A,r9ales, CA 30017
215.3410171 1213.8617436
6. Targeting: Secondarily, we'll cross - reference demographic and trend data to prioritize the core
audience in such way that ranks the most desirable recruits for targeting purposes.
7. Output: Finally, the culmination of this exercise will be a highly differentiated and unique
positioning that will drive a thorough strategic analysis /recommendation and tactical plan,
25G -13
611 Niilslinu Blvd 7uite 2050, Los hngoles, CA 90017
x ,:om ^ 213 341,0171 i 213.8617436
Paid Media Plan
The Paid Media team is responsible for placing advertising where it will reach the right people at the
right time and in the right place. They will plan and buy around the supplied media brief.
Media buys will support the 2 -3 event activations starting a month before the date of the selected
events.
In support of this, Sensis proposes the following:
1. Out -of -Home
a. Utilize available Out -of -Home advertising surrounding selected local college
campuses (e.g., Santa Ana College) to provide hi -level public awareness.
2, Digital Media
a. Paid search for those seeking information pertaining to the SAPD and campaign
elements they may have seen
b. Standard display banners in support of the upcoming activation
c. Advertising and pre -roll video on YouTube
3, Paid Social Media
a, Facebook sponsored posts
b. Facebook video
Note that the video elements noted above are contingent on 15s -30s spots that have been or
can be created by SAPD or via existing elements.
Earned Media
Soel,' Media: Following initial research, Sensis will develop a social media strategy
dedicated Social Media Specialist. Ideally, they will work on location at SAPD headquarters to
better create /curate content and implement the strategy by posting to agreed upon social media
accounts 2 -3 times per week. The community management and boosted posts will serve to drive
awareness of selected event activations and increase engagement among potential recruits.
Event Activation: The Earned Media team will identify 2 -3 outdoor (i.e. Tough Muddier) obstacle
races or other timely, similar events that fit with our target profile in a more personal, targeted effort
to direct response /lead generation. SAPD officers will be highly encouraged to attend so as to help
showcase the SAPD in action through the obstacle course. This will help provide content for Social
Media postings as well.
Creative
The proposed campaign from Sensis will be leveraged from the positioning exercise, led by the
Strategy team. This will inform a creative brief, where by the creative team will provide an
overarching creative idea that can be executed against the platforms noted above. Sensis will then
develop advertisements that will support the paid media plan, specifically Out -of -home ads, paid
search acts, digital banner ads, and social media posts.
25G -14
VIM
1%
Note that the video ads will be provided by SAPID.
BlI Nhlshire Blvd Suite 2050, Los An9elos, CA 90017
s•urslf 5c, om 1213.341.0171 f213. 861.7436
Timeline of Proposed Elements
The below timeline covers 2 — 3 events and is meant for evaluative purposes as final elements are
subject to change based upon negotiations and availability. Totals are subject to change, but will
not exceed $150,000 for the proposed 12 -month period.
svncegy �nmvarcn
now
S Z '
ena DewL P�nom I C I � 1 1 ': I i I i 1 i I j l
ereanvv laem�on 1 I 1 i t I 1
cmumo Devolnnmvm � �� I i l l I 1I ( i
1WUcsk"d. 5pF( n
Ad.fl.11y 51.r TlOm11(24 aIenll)
1 i 1 I
101d Nodl1 I I I , '
r Wl
Drs.mil V Rfa,tYOn1?IWl
Fm4oaA I � i I
Dgwl D"'I'a...
NUS.M' 1 1
AMuAI5 Mm5u W
SIWin IClorvlluYrauyortl I 1 ` I '.
Ilil ( I II (�ll �1 111 i� lill 111 I I
111 it Y 'I ji .
Paid Media: Planning, Buying & Reporting
,i" i t.__ n_t0
I off to
$8,000.00
Strategy: Research & Reporting
$8,000.00
Creative: Concepting & Development
$14,000.00
Earned Media: Social Media Strategy & Posting
$8,000.00
Earned Media: In -house Community Management
$30,000.00
Total
$78,000.00
D • (Display !•.
,i" i t.__ n_t0
I off to
Paid Search
25G -15
�
811 Wishne 81 a Suite ?050. Lo, Angnies. CA 90017
, acn [ 213.341.0171 1 213.857.7436
Total Media v —� $72,000.00 _
Campaign Grand Total (Agency Costs + Media Costs): $150,000.00
25G -16
s"g; h W " '
X'
Assumptions
811 Wilshire BWd 5u to 2050, Los Angeles,, CA 90017
senses nc, �:om 1.2133410171 f 213.861 7436
Creative:
• Assumes two rounds of revisions for creative development, with one final round.
o Additional rounds required will incur additional labor costs and rush fees (if
applicable); all fees will be pre - approved by client prior to implementation
• Agency will help modify existing footage for pre -roll purposes but no full -on production
costs are included
• Stock photography costs are not included in the above, and Sensis will look to leverage
existing SAPID photography, videos and imagery
• Should additional assets be required, incremental fees may apply
• All fees and costs will be pre - approved by client prior to Implementation
Media
• Final plan subject to change based on availability, negotiations as well as production of
required creative assets to support plan
• Budget levels may vary
Earned Media
• Assumes police force participation in events (ranging from booth support to actual race
participation
• Requires placement of Earned Media Manager within SAPD to have direct access to
content (e.g. ability to photograph inner workings of police department to showcase via
social media)
Payment Terms
Net 30 days billing, due upon invoicing.
Event sponsorship fees, if applicable, will be pre - billed to client but will be approved by SAPID prior
to Incurring costs,
25G -17
311 W,Ishw. 61,1 Suite 2050, LOS Angel" CA 90017
2,133410171 f213.8617436
Approval and Sign-off
------------
Santa Ana Police Department
Robert J. Carroll Police Administrative -Manaqff_____
Name S, -,*-,
Sensis
Date
Vanessa Rodriguez Senior Account Director
Namd & I de
25G-18
Dato
ADDITIONAL INSURED ENDORSEMENT
FOR COMMERCIAL GENERAL LIABILITY POLICY
Insurance Company
This endorsement modifies such insurance as is afforded by the provisions of Policy #
relating to the following:
1. The City of Santa Ana, 20 Civic Center Plaza, Santa Ana, California 92701; its officers,
employees, agents, volunteers and representatives are named as additional insureds ( "additional
insureds ") with regard to liability and defense of suits arising from the operations and uses performed
by or on behalf of the named insured.
2. With respect to claims arising out of the operations and uses performed by or on behalf
of the named insured, such insurance as is afforded by this policy is primary and is not additional to or
contributing with any other insurance carried by or for the benefit of the additional insureds.
3. This insurance applies separately to each insured against whom claim is made or suit is
brought except with respect to the company's limits of liability. The inclusion of any person or
organization as an insured shall not affect any right which such person or organization would have as a
claimant if not so included.
4. With respect to the additional insureds, this insurance shall not be cancelled, or
materially reduced in coverage or limits except after thirty (30) days written notice has been given to the
City of Santa Ana, 20 Civic Center Plaza, Santa Ana, California 92701.
(Completion of the following, including countersignature, is required to make thi6 endorsement effective.)
Effective, this endorsement form as a part of
Policy #
Issued to
Named Insured
Countersigned by
Authorized Representative
25G -19
25G -20