CONTRACT 4548 CLOSEDAgreement No. 4548
PROFESSIONAL SERVICES AGREEMENT
BETWEEN
THE CITY OF EL SEGUNDO AND
PCA ENTERPRISES, INC.
This AGREEMENT is entered into this 28th day of February 2014 by and between the
CITY OF EL SEGUNDO, a municipal corporation and general law city ( "CITY ") and PCA
Enterprises, Inc., a California Corporation ( "CONSULTANT ").
1. CONSIDERATION.
A. As partial consideration, CONSULTANT agrees to perform the work listed in the
SCOPE OF SERVICES, below;
B. As additional consideration, CONSULTANT and CITY agree to abide by the
terms and conditions contained in this Agreement;
C. As additional consideration, CITY agrees to pay CONSULTANT a sum not to
exceed Four Hundred Fifty Thousand Dollars ($450,000) for CONSULTANT's
services. CITY may modify this amount as set forth below. Unless otherwise
specified by written amendment to this Agreement, CITY will pay this sum as
specified in the Scope of Services.
2. SCOPE OF SERVICES.
A. CONSULTANT will perform services listed in the attached Exhibit "A," which is
incorporated by reference.
B. CONSULTANT will, in a professional manner, furnish all of the labor, technical,
administrative, professional and other personnel, all supplies and materials,
equipment, printing, vehicles, transportation, office space and facilities, and all
tests, testing and analyses, calculation, and all other means whatsoever, except as
herein otherwise expressly specified to be furnished by CITY, necessary or proper
to perform and complete the work and provide the professional services required
of CONSULTANT by this Agreement.
3. PERFORMANCE STANDARDS. While performing this Agreement, CONSULTANT
will use the appropriate generally accepted professional standards of practice existing at the time
of performance utilized by persons engaged in providing similar services. CITY will
continuously monitor CONSULTANT's services. CITY will notify CONSULTANT of any
deficiencies and CONSULTANT will have fifteen (15) days after such notification to cure any
shortcomings to CITY's satisfaction. Costs associated with curing the deficiencies will be borne
by CONSULTANT.
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4. PAYMENTS. For CITY to pay CONSULTANT as specified by this Agreement,
CONSULTANT must submit a detailed flat -fee invoice to CITY and any reimbursable costs (all
as set forth in Exhibit "A ").
5. NON - APPROPRIATION OF FUNDS. Payments due and payable to CONSULTANT for
current services are within the current budget and within an available, unexhausted and
unencumbered appropriation of the CITY. In the event the CITY has not appropriated sufficient
funds for payment of CONSULTANT services beyond the current fiscal year, this Agreement
will cover only those costs incurred up to the conclusion of the current fiscal year.
6. ADDITIONAL WORK.
A. CITY's city manager ( "Manager ") may determine, at the Manager's sole
discretion, that CONSULTANT must perform additional work ( "Additional
Work ") to complete the Scope of Work. If Additional Work is needed, the
Manager will give written authorization to CONSULTANT to perform such
Additional Work.
B. If CONSULTANT believes Additional Work is needed to complete the Scope of
Work, CONSULTANT will provide the Manager with written notification that
contains a specific description of the proposed Additional Work, reasons for such
Additional Work, and a detailed proposal regarding cost.
C. Payments over $10,000 for Additional Work must be approved by CITY's city
council. All Additional Work will be subject to all other terms and provisions of
this Agreement.
7. FAMILIARITY WITH WORK.
A. By executing this Agreement, CONSULTANT agrees that it has:
Carefully investigated and considered the scope of services to be
performed;
ii. Carefully considered how the services should be performed; and
iii. Understands the facilities, difficulties, and restrictions attending
performance of the services under this Agreement.
B. If services involve work upon any site, CONSULTANT agrees that
CONSULTANT has or will investigate the site and is or will be fully acquainted
with the conditions there existing, before commencing the services hereunder.
Should CONSULTANT discover any latent or unknown conditions that may
materially affect the performance of the services, CONSULTANT will
immediately inform CITY of such fact and will not proceed except at
CONSULTANT's own risk until written instructions are received from CITY.
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8. TERM. The term of this Agreement is as follows:
A. For Phase I: the term of the Agreement will be from March 1, 2014 to February
28, 2015. On or about February 1, 2015, CONSULTANT must provide CITY a
report regarding its performance of Phase I. CITY's city council must consider
the report before the Manager may exercise any option under this Agreement as
contemplated in this Section;
B. For Phase II: At CITY's sole discretion, and after CITY's city council provides
direction to the Manager regarding the Phase I report, CITY may exercise an
option for an additional one (1) year term for CONSULTANT to implement
Phase II. On or about February 1, 2016, CONSULTANT must provide CITY a
report regarding its performance of Phase II. CITY's city council must consider
the report before the Manager may exercise any additional option under this
Agreement as contemplated in this Section.
C. For Phase III: At CITY's sole discretion, and after CITY's city council provides
direction to the Manager regarding the Phase II report, CITY may exercise an
option for an additional one (1) year term for CONSULTANT to implement
Phase III. On or about February 1, 2017, CONSULTANT must provide CITY a
report regarding its performance of Phase III.
D. Under all circumstances, unless this Agreement is amended by the Parties, this
Agreement will end on March 1, 2017 unless terminated sooner in accordance
with Section 16.
9. TIME FOR PERFORMANCE.
A. CONSULTANT will not perform any work under this Agreement until:
i. CONSULTANT furnishes proof of insurance as required under Section 23
of this Agreement; and
ii. CITY gives CONSULTANT a written notice to proceed.
B. Should CONSULTANT begin work on any phase in advance of receiving written
authorization to proceed, any such professional services are at CONSULTANT's
own risk.
10. TIME EXTENSIONS. Should CONSULTANT be delayed by causes beyond
CONSULTANT's control, CITY may grant a time extension for the completion of the contracted
services. If delay occurs, CONSULTANT must notify the Manager within forty -eight hours (48
hours), in writing, of the cause and the extent of the delay and how such delay interferes with the
Agreement's schedule. The Manager will extend the completion time, when appropriate, for the
completion of the contracted services.
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11. CONSISTENCY. In interpreting this Agreement and resolving any ambiguities, the main
body of this Agreement takes precedence over the attached Exhibits; this Agreement supersedes
any conflicting provisions. Any inconsistency between the Exhibits will be resolved as follows:
A. Exhibit A: Scope of Work; and
B. The Proposal for Services.
12. CHANGES. CITY may order changes in the services within the general scope of this
Agreement, consisting of additions, deletions, or other revisions, and the contract sum and the
contract time will be adjusted accordingly. All such changes must be authorized in writing,
executed by CONSULTANT and CITY. The cost or credit to CITY resulting from changes in
the services will be determined in accordance with written agreement between the parties.
13. TAXPAYER IDENTIFICATION NUMBER. CONSULTANT will provide CITY with a
Taxpayer Identification Number.
14. PERMITS AND LICENSES. CONSULTANT, at its sole expense, will obtain and
maintain during the term of this Agreement, all necessary permits, licenses, and certificates that
may be required in connection with the performance of services under this Agreement.
15. WAIVER. CITY's review or acceptance of, or payment for, work product prepared by
CONSULTANT under this Agreement will not be construed to operate as a waiver of any rights
CITY may have under this Agreement or of any cause of action arising from CONSULTANT's
performance. A waiver by CITY of any breach of any term, covenant, or condition contained in
this Agreement will not be deemed to be a waiver of any subsequent breach of the same or any
other term, covenant, or condition contained in this Agreement, whether of the same or different
character.
16. TERMINATION.
A. Except as otherwise provided, CITY may terminate this Agreement upon thirty
(30) day notice with or without cause.
B. CONSULTANT may terminate this Agreement at any time with CITY's mutual
consent. Notice will be in writing at least thirty (30) days before the effective
termination date.
C. Upon receiving a termination notice, CONSULTANT will immediately cease
performance under this Agreement unless otherwise provided in the termination
notice. Except as otherwise provided in the termination notice, any additional
work performed by CONSULTANT after receiving a termination notice will be
performed at CONSULTANT" own cost; CITY will not be obligated to
compensate CONSULTANT for such work.
D. Should termination occur; all finished or unfinished documents, data, studies,
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surveys, drawings, maps, reports and other materials prepared by CONSULTANT
will, at CITY's option, become CITY's property, and CONSULTANT will
receive just and equitable compensation for any work satisfactorily completed up
to the effective date of notice of termination, not to exceed the total costs under
Section 1(C).
E. Should the Agreement be terminated pursuant to this Section, CITY may procure
on its own terms services similar to those terminated.
F. By executing this document, CONSULTANT waives any and all claims for
damages that might otherwise arise from CITY's termination under this Section.
17. OWNERSHIP OF DOCUMENTS. All documents, data, studies, drawings, maps, models,
photographs and reports prepared by CONSULTANT under this Agreement are CITY's
property. CONSULTANT may retain copies of said documents and materials as desired, but
will deliver all original materials to CITY upon CITY's written notice. CITY agrees that use of
CONSULTANT's completed work product, for purposes other than identified in this Agreement,
or use of incomplete work product, is at CITY's own risk.
18. OWNERSHIP OF INTELLECTUAL PROPERTY. Except for any express licenses
granted to CITY pursuant to a Statement of Work or other signed written agreement between
CONSULTANT and CITY, and except for any intellectual property owned exclusively by CITY
(e.g., CITY's official seal), CITY acknowledges and agrees that all right, title and interest in and
to any intellectual property used or developed by CONSULTANT in connection with the
performance of the Professional Services (including, without limitation, any novel products,
programs, source and object code, specifications, designs, processes, techniques, concepts,
improvements, discoveries, ideas, and inventions used, made or arising in connection with the
Professional Services) is owned by CONSULTANT. CITY further acknowledges and agrees
that in providing the Professional Services, CONSULTANT may utilize, among other things (i)
CONSULTANT's domain name, the product and service names associated with the Professional
Services, and other trademarks and service marks; (ii) certain audio and visual information,
documents, software and other works of authorship owned or licensed by CONSULTANT; and
(iii) other technology, software, hardware, products, processes, algorithms, user interfaces,
know -how and other trade secrets, techniques, designs, inventions and other tangible or
intangible technical material or information owned or licensed by CONSULTANT (collectively,
"CONSULTANT Technology ") and that the CONSULTANT Technology constitutes
intellectual property owned or licensed by CONSULTANT. Other than as expressly set forth in
any Statement of Work or in a separate written license agreement between CITY and
CONSULTANT, no license or other rights in or to the CONSULTANT Technology are granted
to CITY, and all such licenses and rights are expressly reserved.
19. ALTERATION OF CITY WEBSITE DESIGN.
A. Unless otherwise provided, CITY may alter, delete, or otherwise change any part
of its website design that CITY, in its sole discretion, deems appropriate.
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B. To the extent that the provisions of this Agreement differ from those stated in
California Civil Code § 987, or 17 U.S.C. §§ 101 et seq., the provisions of this
Agreement will govern.
20. WARRANTIES. CONSULTANT represents and warrants that except as otherwise
disclosed in writing to CITY, CONSULTANT's work performed pursuant to this Agreement is
unique and original and does not infringe upon any copyright or patent.
21. LAWS AND REGULATIONS. CONSULTANT is responsible for complying with any and
all applicable Federal, State, County, and Municipal laws and regulations and the conditions of
any required licenses and permits before entering into this Agreement. Such compliance will be
at CONSULTANT's sole cost and without any increase in price or time on account of such
compliance, regardless of whether compliance would require additional labor, equipment, and /or
materials not expressly provided for in the Agreement or CONSULTANT's proposal.
22. PUBLICATION OF DOCUMENTS. Before initial public release, and except as necessary
for performance of service under this Agreement, no copies, sketches, or graphs of materials,
including graphic art work, prepared pursuant to this Agreement, will be released by
CONSULTANT to any other person or public CITY without CITY's prior written approval.
23. INDEMNIFICATION.
A. CONSULTANT agrees to the following:
i. Indemnification for Professional Services. CONSULTANT will save
harmless and indemnify and at CITY's request reimburse defense
costs for CITY and all its officers, volunteers, employees and
representatives from and against any and all suits, actions, or claims,
of any character whatever, brought for, or on account of, any injuries
or damages sustained by any person or property resulting or arising
from any negligent or wrongful act, error or omission by
CONSULTANT or any of CONSULTANT's officers, agents,
employees, or representatives, in the performance of this Agreement.
ii. Indemnification for other Damages. CONSULTANT indemnifies and
holds CITY harmless from and against any claim, action, damages,
costs (including, without limitation, attorney's fees), injuries, or
liability, arising out of this Agreement, or its performance. Should
CITY be named in any suit, or should any claim be brought against it
by suit or otherwise, whether the same be groundless or not, arising
out of this Agreement, or its performance, CONSULTANT will
defend CITY (at CITY's request and with counsel satisfactory to
CITY) and will indemnify CITY for any judgment rendered against it
or any sums paid out in settlement or otherwise.
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iii. Intellectual Property Infringement. Notwithstanding any provision to
the contrary, CONSULTANT will, at its own expense, indemnify and
defend CITY against any claim that CONSULTANT's services or
work product furnished under this Agreement infringes a patent or
copyright in the United States or Puerto Rico. In such event,
CONSULTANT will pay all costs damages and attorney's fees that a
court finally awards as a result of such claim. To qualify for such
defense and payment, CITY must (a) give CONSULTANT prompt
written notice of any such claim; and (b) allow CONSULTANT to
control, and fully cooperate with CONSULTANT in the defense and
all related settlement negotiations. CITY agrees that if the use of
CONSULTANT's services or work product becomes, or
CONSULTANT believes is likely to become, the subject of such an
intellectual property claim, CITY will permit CONSULTANT, at its
option and expense, either to secure the right for CITY to continue
using CONSULTANT's services and work product or to replace it
with comparable services and work product.
B. For purposes of this section "CITY" includes CITY's officers, officials,
employees, agents, representatives, and certified volunteers.
C. It is expressly understood and agreed that the foregoing provisions will survive
termination of this Agreement.
D. The requirements as to the types and limits of insurance coverage to be
maintained by CONSULTANT as required by Section 27, and any approval of
said insurance by CITY, are not intended to and will not in any manner limit or
qualify the liabilities and obligations otherwise assumed by CONSULTANT
pursuant to this Agreement, including, without limitation, to the provisions
concerning indemnification.
24. ASSIGNABILITY. This Agreement is for CONSULTANT's professional services.
CONSULTANT's attempts to assign the benefits or burdens of this Agreement without CITY's
written approval are prohibited and will be null and void.
25. INDEPENDENT CONTRACTOR. ' CITY and CONSULTANT agree that
CONSULTANT will act as an independent contractor and will have control of all work and the
manner in which is it performed. CONSULTANT will be free to contract for similar service to
be performed for other employers while under contract with CITY. CONSULTANT is not an
agent or employee of CITY and is not entitled to participate in any pension plan, insurance,
bonus or similar benefits CITY provides for its employees. Any provision in this Agreement that
may appear to give CITY the right to direct CONSULTANT as to the details of doing the work
or to exercise a measure of control over the work means that CONSULTANT will follow the
direction of the CITY as to end results of the work only.
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26. AUDIT OF RECORDS. CONSULTANT will maintain full and accurate records with
respect to all services and matters covered under this Agreement. CITY will have free access at
all reasonable times to such records, and the right to examine and audit the same and to make
transcript therefrom, and to inspect all program data, documents, proceedings and activities.
CONSULTANT will retain such financial and program service records for at least three (3) years
after termination or final payment under this Agreement.
27. INSURANCE.
A. Before commencing performance under this Agreement, and at all other times this
Agreement is effective, CONSULTANT will procure and maintain the following
types of insurance with coverage limits complying, at a minimum, with the limits
set forth below:
Type of Insurance Limits
Commercial general liability: $1,000,000
Professional Liability $1,000,000
Workers compensation Statutory requirement
B. Commercial general liability insurance will meet or exceed the requirements of
the most current ISO -CGL Form. The amount of insurance set forth above will
be a combined single limit per occurrence for bodily injury, personal injury, and
property damage for the policy coverage. Liability policies will be endorsed to
name CITY, its officials, and employees as "additional insureds" under said
insurance coverage and to state that such insurance will be deemed "primary"
such that any other insurance that may be carried by CITY will be excess thereto.
Such insurance will be on an "occurrence," not a "claims made," basis and will
not be cancelable or subject to reduction except upon thirty (30) days prior written
notice to CITY.
C. Professional liability coverage will be on an "occurrence basis" if such coverage
is available, or on a "claims made" basis if not available. When coverage is
provided on a "claims made basis," CONSULTANT will continue to renew the
insurance for a period of three (3) years after this Agreement expires or is
terminated. Such insurance will have the same coverage and limits as the policy
that was in effect during the term of this Agreement, and will cover
CONSULTANT for all claims made by CITY arising out of any errors or
omissions of CONSULTANT, or its officers, employees or agents during the time
this Agreement was in effect.
D. CONSULTANT must furnish to CITY duly authenticated Certificates of
Insurance evidencing maintenance of the insurance required under this Agreement
and such other evidence of insurance or copies of policies as may be reasonably
Agreement No. 4548
required by CITY from time to time. Insurance must be placed with insurers with
a current A.M. Best Company Rating equivalent to at least a Rating of "AXII."
Certificate(s) must reflect that the insurer will provide thirty (30) day notice of
any cancellation of coverage. CONSULTANT will require its insurer to modify
such certificates to delete any exculpatory wording stating that failure of the
insurer to mail written notice of cancellation imposes no obligation, and to delete
the word "endeavor" with regard to any notice provisions.
E. Primary Policies. All policies required above are to be primary and non-
contributing with any insurance or self - insurance programs carried or
administered by CITY.
F„ Self- Insured Retention/Deductibles. All policies required by this Agreement must
allow CITY, as additional insured, to satisfy the self - insured retention ( "SIR ")
and deductible of the policy in lieu of the CONSULTANT (as the named insured)
should CONSULTANT fail to pay the SIR or deductible requirements. The
amount of the SIR or deductible is subject to the approval of the City Attorney
and the Finance Director. CONSULTANT understands and agrees that
satisfaction of this requirement is an express condition precedent to the
effectiveness of this Agreement. Failure by CONSULTANT as primary insured to
pay its SIR or deductible constitutes a material breach of this Agreement. Should
CITY pay the SIR or deductible on CONSULTANT's behalf upon the
CONSULTANT's failure or refusal to do so in order to secure defense and
indemnification as an additional insured under the policy, CITY may include such
amounts as damages in any action against CONSULTANT for breach of this
Agreement in addition to any other damages incurred by CITY due to the breach.
G. Should CONSULTANT, for any reason, fail to obtain and maintain the insurance
required by this Agreement, CITY may obtain such coverage at
CONSULTANT's expense and deduct the cost of such insurance from payments
due to CONSULTANT under this Agreement or terminate pursuant to Section 16.
28. USE OF SUBCONTRACTORS. CONSULTANT must obtain CITY's prior written
approval to use any consultants while performing any portion of this Agreement. Such approval
must approve of the proposed consultant and the terms of compensation.
29. INCIDENTAL TASKS. CONSULTANT will meet with CITY monthly to provide the
status on the project, which will include a schedule update and a short narrative description of
progress during the past month for each major task, a description of the work remaining and a
description of the work to be done before the next schedule update.
30. NOTICES. All communications to either party by the other party will be deemed made
when received by such party at its respective name and address as follows:
in
If to CONSULTANT: If to CITY:
City of El Segundo
Paolucci Communication Arts
2516 Via Tejon, Suite 114
Palos Verdes, CA 90274
Agreement No. 4548
El Segundo, CA
Attention: Erika Wolter Attention: City Manager
Any such written communications by mail will be conclusively deemed to have been received by
the addressee upon deposit thereof in the United States Mail, postage prepaid and properly
addressed as noted above. In all other instances, notices will be deemed given at the time of
actual delivery. Changes may be made in the names or addresses of persons to whom notices are
to be given by giving notice in the manner prescribed in this paragraph.
31. SOLICITATION. CONSULTANT maintains and warrants that it has not employed nor
retained any company or person, other than CONSULTANT's bona fide employee, to solicit or
secure this Agreement. Further, CONSULTANT warrants that it has not paid nor has it agreed
to pay any company or person, other than CONSULTANT's bona fide employee, any fee,
commission, percentage, brokerage fee, gift or other consideration contingent upon or resulting
from the award or making of this Agreement. Should CONSULTANT breach or violate this
warranty, CITY may rescind this Agreement without liability.
32. THIRD PARTY BENEFICIARIES. This Agreement and every provision herein is
generally for the exclusive benefit of CONSULTANT and CITY and not for the benefit of any
other party. There will be no incidental or other beneficiaries of any of CONSULTANT's or
CITY's obligations under this Agreement.
33. INTERPRETATION. This Agreement was drafted in, and will be construed in accordance
with the laws of the State of California, and exclusive venue for any action involving this
agreement will be in Los Angeles County.
34. ENTIRE AGREEMENT. This Agreement, and its Attachments, sets forth the entire
understanding of the parties. There are no other understandings, terms or other agreements
expressed or implied, oral or written. There is one (1) attachment to this Agreement. This
Agreement will bind and inure to the benefit of the parties to this Agreement and any subsequent
successors and assigns.
35. RULES OF CONSTRUCTION. Each Party had the opportunity to independently review this
Agreement with legal counsel. Accordingly, this Agreement will be construed simply, as a whole,
and in accordance with its fair meaning; it will not be interpreted strictly for or against either Party.
36. SEVERABILITY. If any portion of this Agreement is declared by a court of competent
jurisdiction to be invalid or unenforceable, then such portion will be deemed modified to the
extent necessary in the opinion of the court to render such portion enforceable and, as so
modified, such portion and the balance of this Agreement will continue in full force and effect.
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37. AUTHORITY/MODIFICATION. The Parties represent and warrant that all necessary
action has been taken by the Parties to authorize the undersigned to execute this Agreement and to
engage in the actions described herein. This Agreement may be modified by written amendment.
CITY's executive manager, or designee, may execute any such amendment on behalf of CITY.
38. ACCEPTANCE OF FACSIMILE SIGNATURES. The Parties agree that this Agreement,
agreements ancillary to this Agreement, and related documents to be entered into in connection
with this Agreement will be considered signed when the signature of a party is delivered by
facsimile transmission. Such facsimile signature will be treated in all respects as having the
same effect as an original signature.
39. CAPTIONS. The captions of the paragraphs of this Agreement are for convenience of
reference only and will not affect the interpretation of this Agreement.
40. TIME IS OF ESSENCE. Time is of the essence for each and every provision of this
Agreement.
41. FORCE MAJEURE. Should performance of this Agreement be prevented due to fire, flood,
explosion, acts of terrorism, war, embargo, government action, civil or military authority, the
natural elements, or other similar causes beyond the Parties' reasonable control, then the
Agreement will immediately terminate without obligation of either party to the other.
42. STATEMENT OF EXPERIENCE. By executing this Agreement, CONSULTANT
represents that it has demonstrated trustworthiness and possesses the quality, fitness and capacity
to perform the Agreement in a manner satisfactory to CITY. CONSULTANT represents that its
financial resources, surety and insurance experience, service experience, completion ability,
personnel, current workload, experience in dealing with private consultants, and experience in
dealing with public agencies all suggest that CONSULTANT is capable of performing the
proposed contract and has a demonstrated capacity to deal fairly and effectively with and to
satisfy a public CITY.
[Signatures on next page]
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Agreement No. 4548
IN WI'FNESS WHEREOF the parties hereto have executed this contract the day and year
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Agreement No. 4548
Exhibit A
SCOPE OF WORK AND BUDGET SUMMARY
SCOPE OF WORK: MONTH 1
Research + Communication Strategy
PCA to conduct a discovery kick -off phase and formal communication strategy review for the City of El
Segundo. Included in this scope of work are interviews with key city officials, site tours and competitive
analysis. All research will be collected, presented and analyzed for guidance around the branding and
creative process.
• Research
• Site Tours
• Competitive Analysis
• Market Research Report
Budget: $5,000
SCOPE OF WORK: MONTH 2
Brand Identity Platform
PCA to develop the brand identity platform for the City of El Segundo. This platform will then inform the
larger graphic and design direction. The branding work will account for and incorporate all necessary
connections to the anticipated company profiles as well as their target markets, demographic and
psychographic traits. In addition, PCA will create a positioning statement for the City of El Segundo to
define its unique offering while condensing the language direction for the project to creative taglines,
headlines and general community lexicon. The brand identity platform will include direction for
photographic style and primary graphic elements that will support future marketing materials, as well as
the look and feel of the place /experience as shown in conceptual digital and print "ad" direction,
website, collateral and brochure direction and single -page style guide.
• Positioning /Brand Voice
• Naming review
• Story (initial community and developer story)
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• Logo
• Style Guide (brand guidelines)
- Positioning /Brand Voice
- Font and color palette (RGB/ CYMK/ Pantone)
- Logo treatments
- Graphic elements
- Photo selection /style
Budget: $15,000
ONGOING SCOPE: MONTHS 3 —12
(Work to be completed based on the final marketing plan, launch sequence and defined priorities. All work to be
completed by the end of year one's contract.)
Online Presence And Reputation Management (Public Relations)
Formal plan will be drafted. Services include all media documents creation, program campaign kick -off
event, support of select testimonial groups, editorial outreach, meetings and story development.
Set -up and on -going management of a comprehensive social media program for the City of El Segundo
to convey lifestyle, promote events and communicate project detail /milestones. PCA to make
recommendations on appropriate social media channels to explore during project kickoff and then
present a formal plan to client.
• Weekly /daily posts to Facebook, Twitter Page and /or other recommended outlets
• Launch of project voice and online Program with larger participation programs
• Written concept plan and strategies proposal
• Manage ongoing discussions and responses for daily interaction of social media channel
• Continue to network with other Facebook leads that will help drive traffic Facebook advertising
management and strategic segmentation for ads insertion
Creative, Design Web Presence & Collateral
All design, copywriting and final production of creative assets needed to launch the year one campaign.
Items to include:
Micro Website: Scope of Work: Up to 10 pages. Includes all design, art direction, PSD creation and web
development into DRUPAL based CMS. Web friendly, not responsive web design. Includes creative
content and copy writing to complete the micro -site as well as integration of key photography and video
assets into the site.
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Design for Handouts Associated to All Creative Programs: Scope of Work: Design for invites, e.card,
flyers and other signage or onsite displays for events, press kit and other collateral needed to execute
the full reputation management program.
Select Ad Buys, if Needed, Does not include hard cost of media buys: Scope of Work: Media Planning &
Research, Ad production, Programming, Design Review, Updates, Proofs, Cross - Creative Testing, Project
Management and Coordination.
Photo Shoot
Photography and Video: Scope of Work: PCA will art direct and shoot project specific photography to
complete the year one launch of the campaign — including images for website and select creative
collateral. Agency anticipates shooting three to five "hero lifestyle" shots as well as location, geography
and key filler images to complete the campaign launch. All images will have unlimited usage and rights
for the client's campaign. PCA will art direct the shots as well as manage all secondary permitting and
model selections.
NOTE: Formal job costs estimates will be prepared for all model and prop expenses.
Account Management
Account Coordination: Scope of Work: All meeting time, travel time and associated clerical work
needed to manage the account. Includes event coordination time, press events and other specific
efforts tied to the reputation management program.
*The above cost projections do not include necessary outside purchases such as printing, media, or
other hard costs. PCA charges a 25% mark -up on outside purchases such as printing, with the exception
of print media, to offset time associated with preparing specs, selection of paper stock, manage bid
process, review bluelines /match prints, attend press checks.
PCA will endeavor to utilize locally owned companies for outsourced work products.
Budget: $8,000 Per Month (Months 3 —12)
TO I AIL C ff�EA11lV11:: IBU II::)GE 1 1=:01: PCA YEAR ONE: $100,000
Agreement No. 4548
PHASIIII 1111.
YEAR 2 — SUGGESTED BUDGET
Print & Online Ad Campaign Design, Production & Programming 10%
o Design, planning, and scheduling around all advertising initiatives
Microsite, Interactive, Website, Possible APP 15%
o Creative concept, art direction, and programming for a 5 -6 page
whisper campaign
Social Media 10%
o Setup an on -going management system of a comprehensive social
media program to convey lifestyle + work benefits
Online Presence & Reputation Management (Public Relations) 30%
o Continued support
Ad Buyouts 35%
o Print buys, Online Ad Buys, Outdoor and Select Broadcast
Total Budget = $200,000
YEAR 3 — SUGGESTED BUDGET
Print & Online Ad Campaign Production & Programming 10%
o Continued support of strategic media plan
Microsite & Phase Two Website 15%
o Complete build -out of site plan and architecture development
Guerilla Marketing 15%
o Develop thought - provoking concepts to generate a buzz around
rebranding efforts and that provide customer feedback
Online Presence & Reputation Management (Public Relations) 25%
o Continued support
Ad Buyouts 35%
o Print Buys, Online Ad Buys, Outdoor and Select Broadcast
Total Budget = $150,000