CONTRACT 5584A Amendment CLOSEDAgreement No. 5584A
FIRST AMENDMENT TO
AGREEMENT NO. 5584 BETWEEN
THE CITY OF EL SEGUNDO AND
IGNITED LLC
THIS FIRST AMENDMENT ("Amendment") is made and entered into this 16th day of
October, 2019, by and between CITY OF EL SEGUNDO, a general law city and municipal
corporation existing under the laws of California ("CITY"), and IGNITED, a Limited Liability
Company ("CONSULTANT"). The parties agree as follows:
1. Pursuant to Section 33 of Agreement No. 5584 ("Agreement"), the CITY and
CONSULTANT desire to include the scope of services in Exhibit B. The CITY
agrees to pay CONSULTANT an amount not to exceed $50,000, for the services
stated in the attached Exhibit B.
2. The parties also desire to extend the Agreement by one year, so that the Agreement
will now expire on November 19, 2020, unless either party terminates the Agreement
pursuant to Section 14 of the Agreement.
3. This Amendment may be executed in any number of counterparts, each of which will
be an original, but all of which together constitutes one instrument executed on the
same date.
4. Except as modified by this Amendment, all other terms and conditions of the
Agreement will remain the same.
[SIGNATURES ON NEXT PAGE]
Agreement No. 5584A
IN WITNESS WHEREOF the parties hereto have executed this Amendment the day and
year first hereinabove written.
CITY OF EL SEGUNDO IGNITED LLC
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City Manager VP, Brand Management & Opei tiolls
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City Clerk
APPROVED AS TO FORM:
Mark D. Hensl
City Attorney
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Proposal EXHIBIT B
CLIENT PROJECT
EI Segundo Police Department ESPD Recruitment Project—Addendum
b
Agreement
DATE
8.20.19
APPROACH
In 2018/2019, the EI Segundo Police Department (ESPD) was seeking a strategic consulting and
marketing agency to help develop a recruitment strategy and communication program to attract new
officers and cadets to join the force. In the spring of 2019, Ignited developed a campaign strategy,
creative and media plan to support this initiative. The campaign has seen success in terms of traffic
driven to the landing page, as well as the number of qualified recruits. The ESPD has asked Ignited to
extend the campaign into 2020. Below outlines the scope of work.
Media Oversight and Analytics
Ongoing media management inclusive of paid media planning and buying, monthly reporting and
ongoing optimization. Our planning process begins with developing campaign Key Performance
Indicators (ex. Reach, Website Traffic, Leads, etc.). Then, we conduct media consumption research (from
published sources and syndicated tools) for the specific audience to uncover which media channels they
frequent, where they look for jobs, and other related behaviors. We also take into consideration any
historical learnings and opportunities for testing in order to maximize performance. From there, we
develop a media mix and pull additional research on which specific publishers, apps, magazines,
websites, locations, etc. best reaches the audience. Based on the current budget and 2019 performance,
we would still focus on digital media channels such as mobile and social, while still considering Print and
Out -of -Home. We would also provide targeting recommendations to make sure we are reaching the
right audience (ex. Police Officers in the Los Angeles, Orange, San Bernardino, and Ventura counties)
based on performance from 2019 as well as exploring new audiences.
Once a plan is approved, we implement the plan and continuously monitor based on established Key
Performance Indicators. Within digital, we also optimize based on various levers (creative, targeting,
bids, etc.) We will also deliver a report monthly including tracked media delivery and performance with
accompanying insights and recommendations.
PROPOSED 2020 PLAN
MONTHS LENGTH OF TIME ACTIVITY
Mid -February to Launch 1 month Planning
Mid -March, April, Mid -May 2 months All channels on
Mid -May, June, July 2.5 months Search only
August, September, October 3 months All channels on
November 2 weeks Final reporting
. Proposal
BUDGET & TIMING
IN SCOPE:
DESCRIPTION
Media Oversight and Analytics — Fees
Asset Resizing
OUT OF SCOPE:
DESCRIPTION
PAID MEDIA
Like 2018/2019, ESPD will pay vendors directly out of a separate
budget.
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Agreement
TdWITED
TIMING ESTIMATE
9 months ! $ 45,000
2 weeks $ 5,000
TIMING ESTIMATE
9 months I1 $74,000