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HomeMy WebLinkAboutRDA 03 RDA BROCHURE 04-15-96RDA NO. 3 4-15-96 o DATE: APRIL 15, 1996 Inter-Com TO: FROM' SUBJECT: WILLIAM A. HUSTON, EXECUTIVE DIRECTOR REDEVELOPMENT AGENCY STAFF AUTHORIZATION FOR CONTRACT' FOR REDEVELOPMENT BROCHURE AND NEWSLETTER AGENCY RECOMMENDATION It is recommended that the Redevelopment Agency authorize the Assistant City Manager to execute a consultant services contract with Hawkins Advertising and Public Relations for the production of an Agency marketing brochure and two issues of an Agency newsletter, subject to final approval of the agreement by the City Attorney. FISCAL IMPACT / This comract is for $57,677. The approved 1995-96 approved Redevelopment Agency Budget appropriates $20,000 in the South Cemral Redevelopment Project and $20,000 in the Town Center Redevelopment Project for the design, preparation and priming of the brochure and newsletter. This proposed contract will encumber the budgeted amount. The remaining funds for this comract will extend into Fiscal Year 1996-97 and will be included in the proposed Redevelopment Agency Budget for FY 1996-97. BACKGROUND The Redevelopment Agency receives regular requests for information about the City from the general public, commercial and residential brokers as well as businesses currently in the City and those considering moving to the City., The City and Redevelopment Agency do not currently have a professional marketing brochure to disseminate this information. While Agency staff provides the information requested in a professional format, it is not in a presentation which serves to "market" the City. The Redevelopment Agency has recognized the need for marketing tools for the City as well as the need for a means to inform and educate the public about the activities of. the Agency. The Economic Development Council has also recommended such marketing and informational tools be developed. The authorization requested of the Agency will provide for the design, preparation and production of both a marketing brochure as well as an Agency newsletter. William A. Huston, Executive Director April 15, 1996 Page 2 The purpOse of the brochure is threefold: To market the City of Tustin, and its services, to potential users, developers and other business interests whom the Agency would like to attract to the City. . To inform existing Tustin business interests of the benefits of remaining in Tustin and the services the City provides. 3. To provide basic information concerning the City of Tustin to the general public. The brochure will provide both general information about the City of Tustin and detailed information on specific topics. The general information will not be easily dated and will have a long "shelf life." The specific, detailed information will be able to be easily and inexpensively updated. It is staff's desire to have the brochure make extensive use of pictures and/or graphics. It will present a highly professional image but at the same time be easily readable and understood by the general public. The brochure will have several permanent pages providing a general overview of the City of Tustin. It will also include numerous single-page insert. "information sheets" on specific topics. The format of the brochure will also be designed for use in any Intemet presence the Agency may have in the future. The purpose of the newsletter is to reach directly to the local business community and residents of the City to: 1. Provide on-going information concerning the activities of the Redevelopment Agency. . Promote awareness of issues facing the Tustin community within the Redevelopment Project Areas. 3. Increase awareness of Redevelopment Agency activities and accomplishments. , Inform businesses and residents within the community of programs offered by the Agency and the City. The newsletter would also be designed to present a highly professional image but at the same time be easily readable by the general public. The newsletter is expected to be prepared and mailed on a twice-a-year basis to all residents and businesses in the City. The proposed contract calls for the preparation of the first two issues of the newsletter. The format will be such that subsequent issues, beyond the contract terms, can be through William A. Huston, Executive Director April 15, 1996 Page 3 contract with an outside newsletter consultant or in-house if staff resources are aVailable. Like the brochure, the format of the newsletter will also be designed for use in any Intemet presence the Agency may have in the future. DISCUSSION Staff is recommending the Agency authorize entering into a contract with Hawkins Advertising and Public Relations in the amount of $57,677 for the preparation and production of both the brochure and the newsletter. By selecting the same firm for both products, the Agency can ensure a consistency of image and message for the two publications. Hawkins Advertising is being recommended after a competitive process which included the distribution of a Request for Proposals to over 100 firms. Thirteen (13) firms responded to prepare the brochure and ten (10) firms responded to prepare the newsletter. All of those firms which proposed production of the newsletter also proposed production of the brochure. The staff analyzed the proposals and recommended six firms for interviews. The firms were interviewed by a panel consisting of two Agency staff members, as well as the two Chairs of the Economic Development Council's Business Attraction Committee and Business Retention Committee. Hawkins Advertising was selected as the most qualified by the interview panel baSed on the review of the submitted proposals and samples of each firm's work, the interview process, and a review of references. They have extensive experience working with cities, including the cities of Santa Ana and Glendale. The firm also works with many private sector firms. This gives Hawkins Advertising the ability to understand private sector marketing, but to be able to work with the differing needs and processes of the public sector. The Redevelopment Agency 1995-96 Budget programmed funds in the amount of $40,000 for preparation, design and production of the Agency brochure and newsletter. Additional funding for this contract which will extend over the next fiscal year will be requested in the proposed 1996-97 Redevelopment Agency budget. The proposed contract with Hawkins Advertising is attached, subject to final review and approval of the City Attorney's Office. As a point of information, staff has received fourteen (14) responses to its Request for Proposals for the preparation of the City video. Review of these proposals has begun and interviews of selected firms are scheduled for May 2, 1996. Members of the Economic Development Council Business William A. Huston, Executive Director April 15, 1996 Page 4 Retention and Business Attraction Committees will also sit on the interview panel for the video. A recommendation for a specific firm to produce the video will be sub/mil~ed after the interview process. Christine Shingl~on/// - Assistant City Man~g'er l~i third Zimmer// R, :levelopme~,9~ CONSULTANT SERVICES AGREEMENT This Agreement for Contract Services (herein "Agreement"), is made and entered into by and between the TUSTIN COMMUNITY REDEVELOPMENT AGENCY, a public body, corporate and politic, ("Agency"), and Hawkins Advertising and Public Relations, ("Consultant"). WHEREAS, Consultant is qualified to proVide the necessary services and has agreed to provide such services; 'and WHEREAS, Consultant'has submitted to Agency a proposal, dated October 19, 1995, a copy of which is attached hereto as Exhibit "A", and is by this reference incorporated'herein as though set forth in full hereat (the "Proposal"). NOW, THEREFORE, in consideration of the premises and mutual agreements contained herein, Agency agrees to employ and does hereby employ Consultant and Consultant agrees to provide consulting services as follows: le PERFORMANCE SCHEDULE 1.1 Time of Essence. Time is of the essence in the performance of this Agreement 1.2 Schedule of Performance. Ail .services rendered pursuant to this Agreement shall be performed within any time periods prescribed in any Schedule of Performance attached hereto· .marked Exhibit "D". Extension of any time period specified in the Exhibit "D" must be approved in writing by the Contract Officer. 1.4 Term. Unless earlier terminated in accordance with Section 7.7 of this Agreement, this Agreement shall continue in full force and effect until completion of the services but not exceeding one (1) year from date hereof. 2. COORDINATION OF WORK 2.1 Representative of Consultant. The following Representative of the Consultant is hereby designated as being the Representative of Consultant authorized to act in its behalf with respect to the work specified herein, and make all decisions in connection therewith: David Hemingway. It is expressly understood that the experience, knowledge, capability and reputation of the foregoing Representative is a substantial inducement for Agency to enter into this Agreement. Therefore,'the foregoing Representative shall responsible during the term of this Agreement for directing all activities of Consultant and devoting sufficient time to personally supervise the services hereunder. The foregoing Representative may not be changed by Consultant without the express written approval of Agency. 2.2 Contract Officer~ The Contract officer shall be the Assistant Executive Director of Agency unless otherwise designated in writing by the Executive Director of Agency. It shall be the Consultant's responsibility to keep the Contract officer fully informed of the progress of the perfor, mance of the services and Consultant shall refer any decisions which must be made by Agency to the Contract officer. Unless otherwise specified herein, any approval of Agency required hereunder shall mean the approval of the Contract Officer. 2.3 Prohibition Aqainst Subcontractinq or Assiqnment. The experience, knowledge, capability and reputation of Consultant, its principals and employees were a substantial inducement for the Agency to enter into this Agreement. Therefore, Consultant shall not contract with any other entity to perform in whole, or in part the services required hereunder without the express written approval of the Agency. In addition, neither this Agreement nor any interest herein may be assigned or transferred, voluntarily or by operation of law, without the prior written approval of Agency. 2.4 Independent Consultant. Neither the Agency nor any of its employees shall have any control over the manner, mode or means by which Consultant, its agents or employees perform the services required herein, except as otherwise set forth herein. Consultant shall perform all services required herein as an independent consultant of Agency and shall remain at all times as to Agency a wholly independent consultant with only such obligations as are consistent with that role. Consultant shall not -2- at any time or in any manner represent that it or any of its agents or employees are agents or employees of Agency. 3. INSURANCE, INDEMNIFICATION AND BONDS 3.1 Insurance. conSultant shall procure and maintain, at its cost, and submit concurrently with its execution.of this Agreement, public liability and property damage insurance against all claims for injuries against persons or damages to property resulting from Consultant's performance under this Agreement. Consultant shall also carry workers'compensation insurance in accordance with California worker's compensation laws. Such insurance shall be kept in effect during, the term of this Agreement and shall not be cancelable without thirty (30) days written notiCe to Agency of any proposed cancellation. A certificate evidencing the foregoing and designating Agency as an additional named insured shall be delivered to and approved by the Agency prior to~ commencement of the services hereunder. The procuring of such insurance and the delivery of policies or certificates evidencing the same shall not be construed as a limitation of Consultant's obligation to indemnify the Agency, its consultants, officers, and employees. The amount of insurance required hereunder shall include comprehensive general liability, personal injury and automobile liability with limits of at least One Million Dollars ($1,000,000) cOmbined single limit per occurrence and professional liability coverage with limits of at least Five Hundred Thousand Dollars ($500,000). 3.2 Indemnification. The Consultant shall defend, indemnify and hold harmless the Agency, its officers and employees, from and against any and all actions, suits, proceedings, claims, demands, losses, costs, and expenses, including legal costs and attorneys' fees, for injury to or death of person or persons, for damage to property, including property owned by Agency, and for errors and omissions committed by Consultant, its officers, employees .and agents, arising out of or related to Consultant's~ performance under this Agreement, except for such loss as may be caused by Agency's own negligence or that of its officers or employees. In addition, Consultant shall maintain in full force and effect during the term of this agreement policies of comprehensive general liability, personal injury and liability insurance with limits of at least $1,000,000 combined single limit. coverage per occurrence, and professional liability insurance coverage with limits of at least $250,000 combined single limit coverage per claim or per occurrence for which certificates of insurance or endorsements in form satisfactory to the Agency have heretofore been delivered to Agency. If Consultant provides claims made professional liability insurance, Consultant shall also agree in writing either (1) to purchase tail insurance in the amount required by this agreement to cover claims made within three [up to five] years of the completion of Consultant's services under this agreement, or (2) to maintain professional liability insurance -3- coverage with the same carrier in the amount required by this agreement for at least three [up to five] years after completion of Consultant's services under this agreement. The Consul%ant shall also be required to provide evidence to Agency of the purchase of the required tail insurance or continuation of the professional liability policy. 4. RECORDS AND REPORTS 4.1 Reports. Consultant shall periodically prepare and submit to the Contract Officer such reports concerning the performance of the services required by this Agreement as the Contract Officer Shall require. 4.2 Records. Consultant shall keep such books and records as shall be necessary to properly perform the services required by this Agreement and enable the Contract Officer too. evaluate the performance of such services. The Contract Officer shall have full and free access to such books and records at all reasonable times, including the right to inspect, copy, audit and make records and transcripts from such records. 4.3 Ownership 'of Documents. Ail drawings, specifications, reports, records, documents and other materials prepared by'Consultant in the performance of this Agreement shall be the property of Agency and shall be delivered to Agency upon request of the Contract Officer or upon the termination of this Agreement, and Consultant shall -have no claim for further employment or additional compensation as a result of the exercise by Agency of its full rights or ownership of the documents and materials hereunder. Consultant may retain copies of such documents for its own use. Consultant shall have an unrestricted right to use the concepts embodied therein. 4.4 Release of Documents. Ail drawings, specifications, reports, records, documents and other materials prepared by Consultant in the performance of services under this Agreement shall not be released publicly without the prior written approval of the Contract Officer. 5. ENFORCEMENT OF AGREEMENT 5.1 California Law. This Agreement shall be construed and interpreted both as to validity and to performance of the parties in accordance with the laws of the State of California. Legal actions concerning any dispute, claim or matter arising out of or in relation to this Agreement shall be instituted in the Superior Court of the County of Orange, State of California, or any other appropriate court in such county, and Consultant covenants and agrees to submit to the personal jurisdiction of such court in the event of such action. -4- 5.2 Disputes. In the event of .any dispute arising under this Agreement, the injured party shall notify the injuring party in writing of its contentions by submitting a claim therefor. The injured party shall continue performing its obligations hereunder so long as the injuring party cures any default within ninety (90) days after service of the notice, or if the cure of the default is commenced within thirty (30) days after service, of said notice and is cured within a reasonable time after commencement; provided that if the~default is an immediate danger to the health, safety and general welfare, the Agency may take immediate action under Section 7.5 of this Agreement. Compliance with the provisions of this Section shall be a condition precedent to any legal action,- and such compliance shall not be a waiver of any party's right to take legal action in the event that the dispute is not cured. 5.3 Waiver. No delay or omission in the exercise of~- any right or remedy of a non-defaulting party on.any default shall impair such right or remedy or be construed as a waiver. No consent or approval of Agency shall be deemed to waive or render unnecessary Agency's consent to or approval of any subsequent act of Consultant. Any waiver by either party of any default must be in writing and shall, not be a waiver of any other default concerning the same or any other provision of this'Agreement. 5.4 Riqhts and Remedies are CumulatiVe. Except with respect to rights and remedies expressly declared to be exclusive in this'Agreement, the rights and remedies of the parties are cumulative and the exercise by either party of one or more of such rights or remedies shall not preclude the exercise by it, at the same or different times, of any other rights or remedies for the same default or any other default by the other party. 5.5 Legal Action. In addition to any other rights or remedies, either party may take legal action, in law or in equity, to cure, correct or remedy any default, to recover damages for any default, to compel specific' performance of this Agreement, ko obtain injunctive relief, a declaratory judgment or any other remedy consistent with the purposes of this Agreement. . ~~ ~AA~ ~AA~ ~ ~AA~ ~AA~ ~A~L Dollars ($ ) as any - '~ ~ ~~ ~ AA~ ~AA~ . ~AA~ &~AA~ ~ ~ ~AAAA~ ~ ~ ~ALL 5.7 Termination Prior to Expiration of Term. The Agency reserves the right to terminate this Agreement at any time, with or without cause, upon thirty (30) days written notice to Consultant, except that where termination is due to the fault of the Consultant and constitutes an immediate danger to health, safety and general welfare, the period of notice shall be such shorter time as.may be appropriate. Upon receipt of the notice of termination, Consultant shall immediately cease all services hereunder except such as may be specifically approved by the Contract Officer. Consultant shall be entitled to compensation for all services rendered prio~ to receipt of the notice of termination and for any services authorized by the Contract Officer thereafter. 5.8 Termination for Default of Consultant. If termination is-due to the failure of the Consultant to fulfill its obligations under this Agreement, Agency may take over the work and prosecute the same to completion by contract or otherwise, and the Consultant shall be liable to the extent that the total cost for~' completion of the services required hereunder exceeds the compensation herein stipulated, provided that the Agency shall use reasonable efforts to mitigate damages, and Agency may withhold any. payments to the.Consultant for the purpose of set-off or partial payment of the amounts owed to Agency. 5.9 Attorneys Fees. If either party commences an action against the other party arising out of or in connection with this Agreement or it subject matter, the prevailing party shall be entitled to recover reasonable attorneys' fees and costs of suit from t~e losing party. 6. AGENCY OFFICERS AND EMPLOYEES; NON-DISCRIMINATION 6.1 Non-Liability of Aqency Officers and Employees. No officer or employee of Agency shall be personally liable to the Consultant, or any successor-in-interest, in the event of any default or breach by the Agency or for-any amount which may become due to the Consultant or its successor, or for breach of any obligation of the terms of this Agreement. 6.2 Covenant Aqainst Discrimination. Consultant covenants that, by and for itself, its heirs, executors, assigns, and all persons claiming under or through them, that there shall be no discrimination or segregation in .the performance of or in connection with this Agreement regarding, any person or group of persons on account of race, color, creed, religion, sex, marital status, national origin, or ancestry. Consultant shall take affirmative action to insure that applicants and employees are treated without regard to their race, color, creed, religion, sex, marital status, national origin, or ancestry. -6- 7. MISCELLANEOUS PROVISIONS 7.1 Notice. Any notice, demand, request,, consent,. approval, or communication either party desires or is required to give to the other party or any other person shall be in writing and either served personally or sent by p~e-paid, first-class mail to the address set forth below. Either party may change its address by notifying the other party of the change of address in writing. Notice shall be deemed communicated forty-eight (48) hours from the time of mailing if mailed as provided in this Section. To Agency: TUSTIN COMMUNITY REDEVELOPMENT AGENCY 300 Centennial Way Tustin, CA 92680 Attention: Assistant Executive Director '(Contract Officer) To Consultant: Janet Hawkins, President Hawkins Advertising and Public Relations 4100 Newport Place, Suite 750 Newport Beach, CA 92660 7.2 Integrated Agreement. This Agreement cOntains all of the agreements'of the parties and cannot be amended or modified except by written agreement. 7.3 Amendment. This Agreement may be amended at any time by the mutual c6nsent of the parties by an instrument in writing. 7.4 Severability. In the event that any one or more of the phrases, sentences, clauses, paragraphs, ,or sections contained in this Agreement shall be declared invalid or unenforceable by'valid judgment or decree of a court of competent jurisdiction, such invalidity or unenforceability shall not affect any of the remaining phrases, sentences, clauses, paragraphs, or sections of this Agreement, which shall be interpreted to carry out the intent of the parties hereunder. 7.5' Corporate Authority. The persons executing this Agreement on behalf of the parties hereto warrant that they are duly authorized to execute this Agreement on behalf of said parties and that by so executing this Agreement the parties hereto are formally bound to the provisions of this Agreement. -7- IN WITNESS WHEREOF, the parties have executed this Agreement as of the dates stated below. Dated: APPROVED AS TO FORM: "Agency" Tustin Community Redevelopment Agency, a public body, corporate and politic By: Christine Shingleton Assistant Executive Director Lois Jeffrey City Attorney "Consultant" By: Name Printed Title RZ: kd\CONSULTS\hawki ns. con -8- EXHIBIT "A" PROPOSAL and SCOPE OF SERVICES Attached hereto are: l) 2) Consultant's Proposal; Scope of Work and Budget -9- HAWKINS .-\ l l V F. tl T I 5 I X G .A N I' U B 1_ I C R E l_ .A ']- I O N REQUEST FOR PROPOSAL FOR THE CITY OF TUSTIN Community Redevelopment Agency Hawkins Advertising & Public Relations October 19, 1995 HAWKINS ,,\ II V ti R T I 5 I N (; A N Il [' U B I. I (; R E I. A T I (.3 N S T EL 714 222 0200 I:A X 714 222 020i October 19, 1995 Richard Zimmer Redevelopment Program Manager Tustin Community Redevelopment Agency 300 Centennial Way Tustin, California 92680 Dear Mr. Zimmer: Than-k you for including us in the bidding process for redevelopment and economic development marketing programs. In selecting Hawkins Advertising and Public Relations as its marketing partner, the City of Tustin will have peace of mind that Hawkins will: · Develop a consistent campaign theme for the City of Tustin. · Produce materials that v, dll reflect the quality and professional image of Tusfin and its community. o Work as a long-term partner with the City of Tustin. ]inclosed is the information you requested and samples of Hawkins' work for your review. Your Hawkins marketing team looks fonvard to meeting with you to answer any questions and share our knowledge and experience in greater detail. Sincerely, David Hemingway Sr. Account Executive TABLE OF CONTENTS A) MISSION STATEMENT B) KEY PERSONNEL C) CLIENT EXPERIENCE D) PUBLIC SECTOR PROGRAMS E) SCOPE OF WORK F) REFERENCES G) AGENC'Y PROFILE H) SAMPLES (attached) MISSION STATEMENT Hawkins Advertising and Public Relations is a specialized marketing and conmaunications resource for city government and public agency leaders' wanting to'use tax dollars effectively to improve quality of life, strengthen economic opportunities and prepare wisely for the future. KEY PERSONNEL KEY PERSONNEL Hawkins Advertis'ing and Public Relations is divided into two divisions: one serving public sector clients and one.serving private sector C.o. mpanies. Each client is serviced directly by a special':zed marketing team with a minimum of two members. The first is a senior marketing strategist with at least 10 years experience.-The second is an account executive/creative manager with a strong. advertising and production background. The marketing team is backed with a network of creative professionals. We work with award-winning graphic desighers, top advertising creative writers, art directors, illustrators, news writers, business writers, promotions experts, and production specialists. The proposed marketing and creative team for the City of Tustin is as follows: Principal: Janet Hawkins, President/Creative Director Marketing: David Hemingway, Sr. Marketing Strategist Creative Team: Ove Nordenhok, Design Klm Berklich, Art Director Chuck Zaremba, Concept and Copy JANET HAWKINS President/Creative Director Janet Hawkins incorporated an advertising agency in 1978 with two clients and a zeal to produce results-getting marketing campaigns. Seventeen years later, Hawkins Advertising is a nationally respected agency with the same motivation to produce the absolute best for its clients. Ms. Hawkins received her master's degre, e in journalism from Boston University. By age 23, she was the VP of Marketing for a $100 million state-wide corporation, responsible for all marketing and advertising~ She is the marketing wizard behind many success stories, both public sector and private., and now works with a talented staff of marketing strategists to help clients find their right niche. The agency's impressive client list of municipalities, Fortune 100 companies and local businesses reflects Hawkins' commitment to results through excellence. But bottom line, Janet believes in one thing: "We are hired to get results. If we achieve them again and again our clients will prosper and so will we." Ms. Hawkins works with all agency clients during the marketing strategy and creative development phases. She then works along with the creative team to make sure each campaign and printed piece is the best it can be. DAVID HEMINGWAY Senior Marketing Strategist/Key Contact David Hemingway's strong advertising and marketing experience offers an outstanding track record in retail, entertainment and economic development marketing. He graduated from the School of Business at California Polytechnic State University in San Luis 0bispo, receiving a Bachelor of Science degree in Business/Marketing. His prior experience includes being the Director of Marketing for a national retail company, Account Executive at a powerful advertising agency in San Diego, and a marketing consultant for a wide variety of industries, including the City c~f San Diego, restaurants, hotels and developers. Mr. Hemingway is a team leader for Hawkins' public sector accounts. His responsibilities include client relationships, strategy development, creative implementation, financial and account group leadership. CLIENT EXPERIENCE CLIENT EXPERIENCE PUBLIC SECTOR EXPERIENCE · Arroyo Verdugo Region (cities of Burbank, Glendale, La Cafiada Flintridge, Pasadena, South Pasadena) California Museum of Science and!ndustry City of Anaheim City of Garden Grove City of Glendale City of lrvine City of La Habra Heights City of Long Beach City of Norco City of Norwalk City of Paramount City of Riverside City of Santa Ana City of San Juan Capistrano City of Stanton North L.A. County Economic Development Orange County Transportation Commission Pasadena Water & Power Department Private Industry Council of Santa Ana Westminster Redevelopment Agency PRIVATE SECTOR EXPERIENCE AP,~ Refreshment Services Baskin-Robbins Ice Cream Blue Diamond Brewmatic Campbell Soup Chandler's Furniture Continental Land Title General Foods Glendale Auto Dealers Great American Bank Phil & Jim's National Bank of Southern California Nestl~ Brands USA, Inc. Oscar Mayer Foods Corporation Remedy Temporary Services Savannah Foodservice Stouffer's PUBLIC SECTOR PROGRAMS PUBLIC SECTOR PROGRAMS ECONOMIC DEVELOPMENT Arroyo Verdugo Region (Burbank, Glendale, La Cafiada Flintridge,' Pasadena, South Pasadena) City of Garden Grove City of Glendale City of Irvine City of Santa Ana City of Stanton · North L.A. County (Lancaster & Palmdale) Westminster Redevelopment Agency HOUSff4G Central Orange County Cities (Anaheim, G~rden Grove, Santa Ana) City of Garden Grove City of Norco City of Norwalk City of Paramount City of Santa Ana City of Stanton COMMUNITY OUTREACH (Business & Residents) Glendale Redevelopment Agency City of Paramount City of Westminster City of Santa Ana ENVIRONMENTAL AFFAIRS/UTILITIES City of Pasadena JOB TP, ALNING Private Industry Council of Santa Ana REFERENCES CLIENT REFERENCE LIST' City of Glendale Jeanne Armstrong, Director Redevelopment Agency 633 E. BroadWay, Suite 201, Glendale, CA 91206-2005 818/548-2005 3 years City of Santa Ana Cynthia J. Nelson, Executive Director, Community Development Patrida Nunn, Executive Director~ Private Industry Coundl 20 Civic Center Plaza Santa Ana, CA 92702 714/647-5360 10 years Nestl~ Brands Jack Martin, Business Manager, Coffee Products 800 North Brand Blvd., Glendale, CA 91203 818/549-5693 6 years Remedy Temporary Services David Humphrey, Marketing Director 32122 Camino Capistrano, San Juan Capistrano, CA 92675 714/661-1211 8 years AGENCY PROFILE T'lflPE OF BUSINESS SERVICES ACCOUNTS SIZE LOCATION AGE OWNER MINORITY STATUS FINANCIAL AGENCY PROFILE A full-service advertising and public relations agency. Work with our clients to achieve their goals through the creation, production and implementation of: · Marketing · Identity · Advertising' · Public Relations Programs · Video Production · Sales/Communications Materials The agency specializes in three markets: · Redevelopment agencies and municipal governments · Private sector - Business-to-business · Private sector - Retail Although we have had past experience in the following fields, we do not currently seek medical,' high-tech, real estate, general industry or product packaging accounts. We are a mid-size agency with comparable billings of five million, and a current staff of 10 people. Hawkins Advertising has been in Orange County since 1980. Our current office is located adjacent to the John Wayne Airport. Hawkins Advertising incorporated in August of 1978, 17 years ago in Temple City, California. Janet Hawkins Ichinose has owned and operated the business since its inception. Hawkins Advertising is qualified as a woman-owned business (W/MBE). We offer clients computerized expenditure reports by job, on a monthly, quarterly and annual basis. Hawkins Advertising has an excellent credit rating and financial history. AGENCY SERVICES MARKETING · Market research and analysis · Strategic market positioning · Marketing plans · Mission statement IDENTITY PROGRAMS · Positioning theme · Visual identity · Logo development ADVERTISING · Strategy development · Campaign themes · All forms of print, radio, TV, outdoor & direct mail · Media plans, encompassing all forms of advertising and communications vehicles PUBLIC RELATIONS · Strategy development · News media relations · Story placement · Motivational campaigns (internal & external) · Quality customer service programs VIDEO PRODUCTION · Informational programs · Training programs · Sales proposals SALES/COMMUNICATIONS MATERIALS · Strategy development · Brochures · Newsletters · Collateral sales systems · Sell sheets; presentation books · Prospect follow-up materials · Trade show booth design AGENCY RESULTS As a client of Hawkins Advertising: MARKETn',,IG Your strategy is solid. · In numerous cases we were able to forecast prospect.needs for our clients and help them make tremendous impact in the marketplace. Ask us about Glendale, Paramount, Remedy, Carnation and Oscar Mayer. IDENTITY Your identity program stands out. · Identity is more than a logo. It starts with creative positioning, color analysis and tight objectives. Our identity programs have been lasting and laUded by our clients. Ask us about Glendale, ARA/CORY, Garden Grove, Nestl~ Confections and Santa Ana. CREATIVE Your creative product is excellent. · Several of our brochures and marketing packages have won awards for creative excellence. Ask us about No. L.A. County, Santa Ana, Oscar Mayer, San Juan Capistrano and Remedy. ADVERTISING Your advertising gets results. · Adweek, Ad Age, the Orange County Register and the Los Angeles Times have written about the results of our advertising. Our television campaigns have received Orange County Advertising Association awards and the national Effie Awards out of Chicago. Our 1993 radio campaign for No. L.A. County won Best of Class in national competition. Ask us about Remedy, Ruby's EZ Take- Out Burgers, No. L.A. County, Nestld Brands and Mariners Financial. PUBLIC RELATIONS You get noticed. · Our media relations, promotional programs and events get our clients noticed. Several have received feature write-ups in newspapers and magazines. We have also achieved non- paid television and radio coverage for our clients. Ask us about Chandlers, Santa Aha, Paramount, Remedy and No. L.A. County. SCOPE OF WORK I ,I~ 'l ..1 I .... ~' I , { ~ ' , I l I i,l!, ~ .~ I~{ I : I l ' 'i ~ I ~ EXHIBIT "D" SCHEDULE OF PERFORMANCE Attached hereto is the schedule of performance for the scope of services outlined in Exhibit A. The "start date" for this schedule of performance is agreed to be the date this Agreement is executed by Agency. The weeks shown on the attached schedule of performance shall be determined from the "start date". -13- EXHIBIT "C" SCHEDULE OF COMPENSATION and PERSONNEL HOURLY RATES · Payments will be made monthly based on services provided as shown in Exhibit A. Ail requests for payment shall be based on identified tasks in the Scope of Work. The Consultant shall indicate on all monthly invoices the tasks being billed against' the percentage Of that task completed, the original budget amount for that task, and the amount billed to date. Ail costs are included in this contract. No additional costs, without authorization of the Contract officer, shall be invoiced. Any special costs for service necessary to complete the Scope of WOrk as shown in Exhibit A shall be included in the maximum contract price for document preparation, as shown in Exhibit A. Additional services and approved change orders shall be compensated only to the extent the Contract Officer authorized such additional services, change orders and appropriate costs. -12 - EXHIBIT "B" SPECIAL REQUIREMENTS · · · · · · · The "Force Majeure" provisions described in Section 3.3 are hereby waived. The "Liquidated Damages" provisions described in Section 7.6 are hereby waived. Consultant shall present to Agency certificates of insurance and endorsement forms verifying that the Consultant has the insurance as required by this agreement. Said forms shall be reviewed and approved by the office of the City Attorney of the City of Tustin. A Certificate of Insurance Form is attached. If the contract Officer determines that a product deliverable is unacceptable, either before or after a draft or final draft is issued, because it did not conform to the specifications set forth in the Agreement, the Consultant shall submit a revised report or product at Consultants' expense. Progress reports shall be submitted by Consultant when requested by the Contract Officer. All progress reports muSt be signed by the Consultant. Consultant shall utilize those professional personnel and subconsultants -to perform services required under this Agreement as identified in Consultants' Proposal. No substitution shall be made without the advance written approval of the Contract Officer, after review of the proposed replacement's experience and qualifications with a written explanation of the necessity for the change. No increase~in the compensation or reimbursable salary rates will be allowed when personnel or firm substitutions are authorized. Consultant shali remove and replace project personnel or subconsultants assigned to project personnel or subconsultants assigned to project who do not perform assigned duties in a manner satisfactory to the Contract Officer. Consultant shall be required to meet with Contract Officer of the Redevelopment Agency to the extent necessary or desirable to discuss progress on the Scope of Work at contract Officer's direction. -11- BUDGET RE-CAP I, Marketing Brochure Insert Mastheads $ 22,300 $12,750 II. Two City Newsletters Total Sales tax Grand Total $ 21,000 $ 56,050 $ 1,62;7 $ 57,677 Scope of work Page Three Co ..Second Newsletter Issue 1. Creative concept, design/layout, copywriting, art direction and final art production , Printing 30,000 quantity. Two color, self mailing newsletter. $ 3,000 $ 6,000 D. Postage ($ .127 per piece) Actual cost based on total number of residents and businesses in Tustin. E. Internet Application $ 500 Adapt the Tustin newsletter to be used on the internet. PRINTERS Hawkins Advertising will assist the City of Tustin to identify quality printers within the city limitsl As a procedure, Hawkins triple bids all project to determine the best option for printing projects. Hawkins adds a mark-up of 17.65% to the actual printing cost. This mark-up is for all coordination, negotiation and press checks involved in the project. IV. BUDGET MONITORING AND QUALITY CONTROL Hawkins Advertising has a very sophisticated cost management computer system that allows us to generate reports of a Very detailed nature by each individual project. Hawkins requires that our clients sign-off on estimates for each project before we begin work. We press check all materials being printed to ensure the level of quality and accuracy meets our expectations. Hawkins Advertising typically structures our billing schedule on a monthly basis for work completed for that time period. However, we are flexible to work with each client to best fit their internal procedures and requirements. §cope of work Page Two 1. Services include creative concept, design/ $ 2,500 layout/comps and final art production. 2. Printing $1,500 10,000 quantity (Cost is approx. $1,500. Actual cost to be determined when final design is approved.) 3. Imprinting for specific topics. $ 750 10,000 quantity 4. Copywriting $ 8,000 Includes copywriting for approximately 30 inserts. The range is based on the amount of information available for the city. II. CITY NEWSLETTER Design and produce a semi-annual newsletter for the City of Tustin. This newsletter will be mass mailed to all residents and businesses within the city. It will inform the community of current city programs and activities, as well as promote awareness of issues surrounding the redevelopment project areas. A. Develop and produce a two-color newsletter. $1,500 Services include design/layout/comps and final art production' for masthead and format for the newsletters thereafter. B. First Newsletter Issue -1. Creative concept, design/layout, $ 4,000 copywriting, art direction and final art production 2. Printing $ 6,000 30,000 quantity. Two color, self mailing newsletter. HAWKINS A D V E R T I S I N P U B L I C R E L A T I O N S 4 Id0NE\'.TI'OR"Il'l.A(Tli N t: W SCOPE OF WORK MARKETING BROCHURE Develop a flexible marketing brochure to reflect the quality, professional image of Tustin and detail the strengths of the city. Distribution is targeted to retail, commercial and industrial businesses, as well as the general public. Bo Research/strategy development to determine key issues and direction to be incorporated into the marketing brochure. $1,500 Develop and produce a top quality image marketing brochure that includes a pocket for a variety of informational inserts. o Services include creative concept, design/ layout/comps, copywriting, photography and final art production. $12,500 . Printing 4,000 quantity. Specification to be determined by approved design $ 7,500 o Internet Application Adapt the marketing brochure to be used on' on the internet. $ 8OO Co Develop and produce single-page, two-color insert sheets that focus on specific city topics and departments. We recommend that a masthead be created that works as part of the marketing brochure. Master insert sheets would be printed. Individual insert information would then be imprinted with the desired quantities. The masthead inserts will be laser compatible to make the insert information flexible and easy to update.