CONTRACT 5272C Amendment CLOSED Agreement No. 5272C
AMENDMENT TO
AGREEMENT NO. 5272 BETWEEN
THE CITY OF EL SEGUNDO AND
THE PHELPS GROUP
THIS AMENDMENT ("Amendment") is made and entered into this 14th day of August, 2017,
by and between CITY OF EL SEGUNDO, a general law city and municipal corporation existing
under the laws of California("City"), and THE PHELPS GROUP, a California Corporation
("Consultant").
1, Pursuant to Section 34 of the Agreement, Section 1(C) is amended to increase the
amount of the Agreement by Five Hundred and Sixty Five Thousand Dollars
($565,000), so that the City agrees to pay Consultant a total sum not to exceed Six
Hundred and Fifty Thousand Dollars ($650,000) for Consultant's services through
September 30, 2018, as described in the attached Exhibit"C."
2. 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.
3. Except as modified by this Amendment, all other terms and conditions of Agreement
No. 5272 will remain the same.
[SIGNATURES ON FOLLOWING PAGE]
1
Agreement No. 5272C
IN WITNESS WHEREOF, the parties hereto have executed this Amendment the day and
year first hereinabove written.
CITY OF EL SEGUNDO, THE PHELPS GROUP
a genet•" W Ci a California Corporation
Wci
........................ ............. .........
4Greg (-" -pent Wes Watling,
it 'I,
Chief Financial Officer
'c
City anager
ATTEST:
�6
('.�ty Clerk
APPROVED AS TO FORM:
Mark D. Henlek-)
City Attorney
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Agreement No. 5272C
Phel
All Communications. One Voice.
City y o i Seglundo
Integrated Marketing Communications
Scope of Work
FY17 (August — September 2017)
FY18 (October 2017 — September 2018)
Prepared for Barbara Voss
July 27, 2017
®2017 Phelps
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Agreement No. 5272C
Phelps All Communications.
One Voice.
The following Scope of Work (SOW)details services and deliverables based on our current understanding of
your marketing needs and goals. This document is intended to align our planned services on your behalf and to
provide a budget estimate for required efforts, in order to achieve defined objectives and deliverables.
I.Situation Analysis
The City of EI Segundo is currently engaged in marketing and branding efforts aimed to drive awareness and
interest in support of two initiatives: new business attraction ("NBA")and hospitality and tourism ("HT").The
ultimate goal being to stimulate related business-and visitor-serving businesses and increase tax revenue.
Marketing support Is needed to increase the momentum of the NBA efforts to date and develop a strong
foundation and plan for HT.
II. Marketing Goals
NBA:
• Highlight the competitive advantages of doing business in EI Segundo to potential targets
• Grow awareness of the city's offerings among brokers, developers and targeted business industries
• Build positive word-of-mouth and endorsements from influencers
HT:
• Establish EI Segundo as a"go-to"destination for LAX-bound travelers and Angeleno day-trippers, complete
with the latest in hotels, restaurants, retailers and attractions
• Increase interest in the amenities of the greater community by business travelers
• Build positive word-of-mouth and endorsements from influencers
Ill. Target Audiences
Primary Target: Commercial and industrial real estate brokers, current and potential business owners,foreign
direct investment
Secondary Target: business travelers, LAX-bound tourists,Angelenos
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One Voice.
IV. Integrated Marketing Services
Phelps has outlined the following impactful and budget conscious integrated marketing tactics for August 1,
2017 through September 30,2018.
Public and Media Relations
A strategic approach is needed to bring EI Segundo top-of-mind to key reporters and influencers In Los
Angeles and beyond for NBA and HT.With so many great stories to be told; outlets and angles can be
tailored to capture the attention of the journalists and influencers,while keeping EI Segundo considered
for future stories. Media relations can be utilized to tell multiple stories across a variety of outlets.
Press Materials:
Refresh and update key press materials, as needed.
o Industry-specific one sheets and media fact sheets
o Gather assets such as photos,videos,graphs, logos
o Create press releases, media alerts and new business announcements
Media Lists:
Phelps will refine targeted media lists for use in strategic and proactive outreach to the consumer and
trade media in Los Angeles and other key markets.The agency's tools include Cision, a media
database and editorial calendar subscription service; ProfNet,which provides daily leads from working
journalists looking for resources; and Buzzstream, an influencer search database.
Media Pitches:
Develop timely, compelling and newsworthy pitches, both angle and outlet focused. Optimize immediate
story prospects and cultivate longer lead media opportunities.
Events,Local Media FAMs and Relationship Building:
Develop and execute 3-5 local media and influencer events/FAMs
Pursue possible partnership opportunities for international and national media FAMs
Deliverables: Monthly reporting of media outreach efforts and status, recap of coverage results with
channel metrics
Includes purchase of 5-10 broadcast clips(up to a maximum of$750),
Budget: $10,000 per month (14 months)
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Agreement No. 5272C
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One Voice.
Paid Search
• Develop a campaign focused on LA and key markets throughout California and other states,
with agreed upon search terms for NBA(directing to elsegundobusiness.com)and HT audience
when HT website is live
• Includes discovery of competitive spend, strategy and creative,goal setting, copywriting,
performance monitoring and ongoing optimization
• KPIs for NBA are inquiry form completions, SOAR email newsletter sign-ups, Smart Business
Move guide pdf downloads
• KPIs for HT are TBD
Deliverables: Monthly performance reporting
Service Budget: $2,000 per month(NBA: 14 months); $2,000 per month(HT: estimated 9 months)
Paid Media Budget: $4,000 per month(NBA: 14 months);$4,000 per month (HT: estimated 9 months)
* Paid Social
• HT-focused paid Facebook campaign,to commence when HT site is live
• Includes discovery of competitive spend, strategy and creative,goal setting, copywriting,
development and management of image library(existing photo assets and purchase of up to
$250 royalty-free stock images), targeted performance monitoring and ongoing optimization
Deliverables: Monthly performance reporting
Service Budget:$2,000 per month(estimated 9 months)
Paid Media Budget: $1,000 per month(estimated 9 months)
* Owned Social
NBA-and HT-focused Facebook and Llnkedln campaign
Includes topic recommendations, copywriting, photo/video asset management, monthly
calendaring, daily/semi-daily posting, ongoing engagement monitoring
Deliverables: Monthly content calendar and performance reporting
Budget: $2,000 per month(14 months)
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One Voice.
• SOAR Email Newsletter
• Content strategy, copywriting, photo asset management, updating of existing layout for each
issue with new content, list management, link tagging for tracking,email blasting, monitoring
and reporting for each issue
• Includes email distribution hard costs($5 per send +$.015 per email)
Budget: $2,500 each(12 issues)
• Website Management
• Update key facts and Information as needed on El SegundoBusinese.org and new HT site
• Ongoing website functionality monitoring and troubleshooting on both sites
• NBA site hosting(elsegundobuslness.com)at$150 per month, according to current hosting
agreement
• Consulting on development of new HT site
• Transfer of HT site hosting to Phelps,as needed
o Separate HT site hosting agreement to be developed at time of launch with fee to be
determined based on site size and traffic. Up to$150/month included in budget below.
Budget: $2,000 per month(NBA: 14 months); $2,000 per month (HT: estimated 10 months)
• HT Research, Brand Positioning, Communications Plan
• Stakeholder and target discovery:
0 6 stakeholder Interviews(EDAC HT task force,city officials, hotels,
restaurants/retell/attractions, arts, residents)
■ Note: Client to provide potential participant list and venue, and facilitate invites
o Competitive research
o Third party research on audience and hospitality/tourism trends
o Online survey/Intercept-3 target audiences: business and leisure travelers,Angelenos
• Includes online survey hard costs
• Brand positioning and key messaging:
o Final report of research findings to be developed including key messaging points for
each target audience, communicating the brand proposition and arranged In hierarchy
o Includes up to two client presentations of same
• Communications plan:
o Express customer Journey with key touchpoints along the way that will inform, engage
and inspire our targets
o To include recommended communication tactics that will best deliver our new creative
message and determine gaps In terms of consumer perceptions and behaviors to
assess how our campaign can motivate consumers to consider El Segundo
Deliverables:Written research report and up to two client presentations of same,written
communications plan.To be completed by 9/30/17.
Budget: $25,000(Stakeholder and Target Discovery); $5,000(Brand Positioning and Key Messaging);
$3,000(Communications Plan)
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Agreement No. 5272C
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One Voice.
• HT Creative Concepting and Collateral
• Creative concepting for HT look and feel, based on brand positioning and leveraging existing EI
Segundo logo and assets
• Develop one EI Segundo HT-focused map/brochure
o Final execution TBD.WIII be a combination of map including all tourism destinations
and areas of interest(hotels, restaurants, retail,attractions, points of interest, parking,
etc.)and listings of events and visitor amenities
o To be coordinated with stakeholders and city officials
o Includes 1-2 concepts, based on client input, and 3 rounds of review
Note: Client to provide complete business list and contact Information. Does not
Include printing or distribution.
Deliverables: One print-ready layout and one pdf version for posting to HT site and electronic use. To be
completed by 9/30/17.
Budget: $12,000
• Account Leadership, Strategy and Management
• Account management of all activities pertaining to the above referenced services including team
management, client meetings, recommendations, communications, correspondence, budget
management, estimating and scope development for planned Initiatives
• Ongoing strategic counsel for all marketing efforts
• Stewardship of the brand to ensure consistent and appropriate messaging, content and
environment
• Attendance with client at stakeholder and committee meetings, as needed
• Regular status meetings and reporting
Budget: $8,000 per month (14 months)
• Event Management
• Includes management of press conferences, partner events and Champions of Business(2017
&2018)
• Champions of Business:
o Creative updating and execution of 5 smalls(Save the Date, Invitation, Sold Out,
Sponsor Thank You, Event Thank You); event digital&physical signage design;
program design and event program collaboration with committee
• Does not include hard costs,printing or new creative design/graphics for Champions of
Business 2018
Budget: $25,000
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Agreement No. 5272C
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One Voice.
V. Measurement and Assessment
Program elements have built-in measurements in order to assess those components that are most
successful, Measurement and reporting will include the following:
• Earned media placements and readership: Recap of coverage and reach in key online sites and
blogs, national and regional magazines, newspapers and any broadcast segments
• Social media and paid search metrics and reporting; impressions, clicks CTR, CPC,
engagement rate, most viewed/searched terms, recommendations for optimization
VI.Client Participation
A key benefit of Phelps is the personal approach, responsiveness and commitment to excellence that we
provide our clients. Our strong,talented team of marketing experts service our clients' needs across all
disciplines of an integrated marketing communications plan.To meet the project goals, we anticipate the
following client participation:
• Access: express with your team the importance of working with us, encourage your associates to
proactively provide resources, time, knowledge, ideas and vision
• Availability: marketing is deadline oriented, please set aside time to be available, provide approvals and
decisions, as needed
• Alerts: keep us apprised of anything that may materially affect the success of the project
• Brainstorming: bring all your ideas to the table,they could translate into marketing concepts
• Feedback: always let us know immediately if there is something we can improve upon and we request your
response to our client satisfaction surveys to allow us to continuously improve our processes and
relationships on your behalf
• Over communication: provide us with plenty of information on your organization at all times, it will help us
create a more attractive and stronger picture of your brand
• Respect: mutual consideration of confidential and other proprietary materials and approaches
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Agreement No. 5272C
Plhe'l�ps, All Communications,
One Voice.
VII. Budget
Based on the scope outlined, the following budget is recommended:
FYI(August—September 2017):
Public&Media Relations: $20,000
Paid Search: $12,000
Owned Social: $4,000
SOAR Newsletter: $5,000
Website Management: $4,000
Stakeholder and Target Discovery: $25,000
Brand Positioning and Key Messaging: $5,000
Communications Plan: $3,000
Creative Concepting and Collateral: $12,000
Account Leadership, Strategy and Management: $12,000
Event Management: $15,000
TOTAL:$117,000
FY18(October 2017—September 2018):
Public&Media Relations: $120,000
Paid Search: $126,000
Paid Social: $27,000
Owned Social: $24,000
SOAR Newsletter: $25,000
Website Management: $44,000
Account Leadership, Strategy and Management: $72,000
Event Management: $10,000
TOTAL: $448,000
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Agreement No. 5272C
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One Voice.
Terms: Services to be billed monthly,with Net 30 terms, per the terms of the Professional Services
Agreement.
All services related to M 9(October 1,2018-September 30,2019) not specifically listed in this
document will be billed separately under another scope to be determined.
This is a budget allocation recommendation. The amount of additional research, strategy sessions, revisions and timing, will
impact the budget, Budget assumes rounds of revisions as defined herein. It is flexible based on client requirements, timeline
and deliverables,Any changes to scope may Incur additional budget and impact schedule.
Incidentals and hard costs are not included, unless as specified. Incidentals may include materials, research, market data,
stock photography, fonts,photo shoots,production crews, talent voiceover, edit bay fees,language translation, webtools, e-
communicatlon distribution, shipping, delivery, travel, printing, tax, third-party costs, and other related expenses.Any
incidental exceeding$500 will be estimated separately for approval.
VIII. Acceptance and Signature
This Scope of Work may be signed in counterparts, each of which shall be deemed an original. This Scope of
Work is governed under by the terms and conditions of the Professional Services Agreement entered into by
and between the parties.
The contents of this document are considered confidential in nature and protected under The Phelps Group as
proprietary information. Any use of this material without consent or engagement is strictly prohibited.
The parties have caused this Scope of Work to be executed by their duly authorized representatives as
identified below.
CITY OF EL SEGUNDO THE PHELPS GROUP(DBA PHELPS)
Authorizing Authorizing
Name Name
Title Title
Date Date
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