CONTRACT 5584 Professional Services Agreement CLOSED Agreement No. 5584
Agreement No. _(City Clerk asslynsJ_
PROFESSIONAL SERVICES AGREEMENT
BETWEEN
� THE CITY OF EL SEGUNDO AND
IGNITED LLD
This AGREEMENT is made and entered into this 11th day of October, 2018, by
and between the CITY OF EL SEGUNDO, a municipal corporation and general law city
("CITY") and IGNITED, a Limited Liability Company ("CONSULTANT"). The parties
agree as follows:
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 one hundred twenty-five thousand dollars ($1.25,000.00) 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 attached Exhibit "A,"
which is incorporated by reference,
2. SCOPE OF SERVICES.
A. CONSULTANT will perform services listed in the attached Exhibit "A,"
which is incorporated by reference.
B. CONSUI TANT 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
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cure any shortcomings to CITY's satisfaction. Costs associated with curing the
deficiencies will be borne by CONSULTANT.
4. PAYMENTS. For CITY to pay CONSULTANT as specified by this Agreement,
CONSULTANT must submit a detailed invoice to CITY which lists the hours worked and
hourly rates for each personnel category and reimbursable costs (all as set forth in
Exhibit "A") the tasks performed, the percentage of the task completed during the billing
period, the cumulative percentage completed for each task, the total cost of that work
during the preceding billing month and a cumulative cash flow curve showing projected
and actual expenditures versus time to date.
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. FAMILIARITY WITH WORK.
A. By executing this Agreement, CONSULTANT agrees that it has:
i. 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.
7. TERM. The term of this Agreement will be from November 5, 2018 to November 5,
2019. Unless otherwise determined by written amendment between the parties, this
Agreement will terminate in the following instances:
A. Completion of the work specified in Exhibit "A";
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B. Termination as stated in Section 15.
8. TIME FOR PERFORMANCE.
A. CONSULTANT will not perform any work under this Agreement-until:
i, CONSULTANT furnishes proof of insurance as required under
Section 22 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.
9. 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 (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.
1 Q.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 in the order in which the Exhibits appear below:
A. Exhibit: A: Scope of Work, Budget and Proposal for Services
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.
11.TAXPAYER IDENTIFICATION NUMBER. CONSULTANT will provide CITY with a
Taxpayer Identification Number.
12.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.
13.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
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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.
14.TERMINATION.
A. Except as otherwise provided, CITY may terminate this Agreement at any
time 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's own cost; CITY
will not be obligated to compensate CONSULTANT for such work.
D. Should termination occur, all finished or unfinished documents, data,
studies, 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.
15.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.
16.PUBLICATION OF DOCUMENTS. Except as necessary for performance of service
under this Agreement, no copies, sketches, or graphs of materials, including graphic art
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work, prepared pursuant to this Agreement, will be released by CONSULTANT to any
other person or public CITY without CITY's prior written approval. All press releases,
including graphic display information to be published in newspapers or magazines, will
be approved and distributed solely by CITY, unless otherwise provided by written
agreement between the parties.
17.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, except
for such loss or damage arising from CITY's sole negligence
or willful misconduct.
H. 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, except for such loss or damage arising from
CITY's sole negligence or willful misconduct. 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.
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 22, and any
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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.
18.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.
19.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 it is 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.
20.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.
21.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:
Tvrae of Insurance Limits
Commercial general liability: $2,000,000
Professional Liability $1,000,000
Business automobile liability $1,000,000
Workers compensation Statutory requirement
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B. Commercial general liability insurance will meet or exceed the
requirements of the most recent 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
endorsement must be reflected on ISO Form No. CG 20 10 1185 or 88, or
equivalent. 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, Automobile coverage will be written on ISO Business Auto Coverage Form
CA 00 0106 92, including symbol 1 (Any Auto).
E. CONSULTANT will 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 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"AMI."
F. 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 145.
22.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.
23.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
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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,
24.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:
If to CONSULTANT, If to CITY:
Ignited City of EI Segundo —Police Department
2150 Park Place, Suite 100 348 Main Street
EI Segundo, CA 80245 EI Segundo, CA
Attention: Bree Bandy Attention: Lt. Bermudez
Phone: (310) 773-3132 Phone: (310) 524-2253
Email: bbandy@igniteduse.com Email: jbermudez@elsegundo.org
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, notires will be
deemed given at the time of actual delivery. Changes may he 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.
25.CONFLICT OF INTEREST. CONSULTANT will comply with all conflict of interest
laws and regulations including, without limitation, CITY's conflict of interest regulations.
26.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.
27.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 aniy of
CONSULTANT's or CITY's obligations under this Agreement.
28.INTERPRETATION. This Agreement was drafted in and will be construed in
accordance with the laws of the State of Califoinia, and exclusive venue for any a-,iron
involving this agreement will be in Los Angeles County.
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29.COMPLIANCE WITH LAW. CONSULTANT agrees to comply with all federal, state,
and local laws applicable to this Agreement.
3a.ENTIRE AGREEMENT. This Agreement, and its Exhibit(s), sets forth the entire
understanding of the parties. There are no other understandings, terms or other
agreements expressed or implied, oral or written. This Agreement will bind and inure to
the benefit of the parties to this Agreement and any subsequent successors and
assigns.
31.RULES OF CONSTRUCTION. Each Parry 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.
32.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,
33.AUTHORITYIMODIFI CATION. 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.
34.ACCEPTANCE OF ELECTRONIC 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 electronic (.pdf) or facsimile transmission. Such
electronic or facsimile signature will be treated in all respects as having the same effect
as an original signature.
35.CAPTIONS. .The captions of the paragraphs of this Agreement are for convenience
of reference only and will not affect the interpretation of this Agreement.
36.TIME IS OF ESSENCE. Time is of the essence for each and every provision of this
Agreement.
37.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.
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38.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. 5584
Agreement No.____[City Clerk assigns]_,_,
IN WITNESS WHEREOF the parties hereto have executed this Agreement the
day and year first hereinabove written.
CITY EL. E UNDO IGNITED LLC
Bree ndy
Greg Ba
n,4,
`
Cit VP, Brand Management & O rations
ATTEST®
...............
Tracy eae ,
City Clerk
APPROVED AS TO FORM.
Markf. Hensley,
City Attorney
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EXHIB1� Agreement No. 5584
ryas%l A, X, Nor
CUENT
EI Segundo Police Department ReOsed IPropos,a: ~~rArai. IP ojeft 19,26,15
APPRr�ACH
The EI Segundo Police Department(ESPD) is seeking a .a _m t; ronsuiting and marketing agency to help
develop a recruitment strategy and cornmunication p -pact new officers and cadets to join
the force.
The department is facing some serious headwinds in it- efforts:
• Significant competition from other police force- =--
• Other South Bay police departments offer a be-i— --7�censation plan.
• Total compensation programs that aren't best of creed among the competition.
® Negative momentum among the force due is - - -.een POA and City Council.
• High cost of living in EI Segundo:too expens; - ,vn, driving long commutes.
• By 2024, 27 officers will reach retirement age.
• It takes time(6-months-1.5 years for lateral officers and up to 2 years for new officers)to be
join the force creating strain on the system and resources
The City Council has been evaluating a range of economic incentives to help address this challenge,They
recently approved several financial recruiting incentives, up to$25,000 effective through September
2020 officers of all levels.
We believe the EI Segundo Police Department needs more- z. tonuses or an ad campaign.To leapfrog
other police departments,we believe the force needs to change the conversation about ESPD. The
conversation and perception need to go from negative, "a sinking ship",to quote a recent article,to be a
model of a progressive, innovative police force.
To accomplish these objectives,we will use the Ignited Process to identify opportunities to strategically
and authentically communicate the strengthens of the EI Segumclo Police Department.
Please note: Per our conversation,this proposal covers strategy, creative ideation, creative
development and media oversight(inclusive of planning, buying, coordinating vendors, reporting and
optimizing). This proposal does not include deploying any paid media. ESPD has agreed to pay media
vendors directly out of a separate budget during the terms of this relationship.
PHASE 1: IMMERSE
Assessment: Under the guidance and recommendation of Chief Whalen, Ignited would conduct an
abbreviated Ethnographic research study—interviewing up to ten (10)current officers,officers who
have moved,or people who could be Police Officer(Lateral/Academy Graduate) and Police Officer
Trainee prospects.This will provide a base understanding of the landscape,strengths of the force,and a
foundation for us to build out a strategic communications framework—focused on increasing the overall
awareness of the EI Segundo Police Department while encouraging people to apply for a police officer
position.
Agreement No. 5,584
In addition, Ignited will review any qualitative or quantita _- duta such as demographic
reports, current vision, mission, and values statements t`- olive Department has to inform
future phases.
HM,SE 2L, INVESTIG;A"fI iNSGH.T
Strategic Development: With a baseline understanding of officers think,feel and believe
to be the strengths of the EI Segundo Police Department. '-,- -elop a communications/
messaging framework to support the upcoming officer recrw
Communications/Messaging Framework.
Primary focus: Lateral Officers
Based on your guidance,we will focus our efforts (t= _ t) on Lateral Officers.To reach
them most effectively,we will develop a communications framework based on an in-depth
understanding of their motivations, barriers, and r- _�Lo tunities.This will enable us to
layer in demographic, psychographic, attitudinal, a� .-__••:umic variables to ensure we use
the right language at the right time,to the right pers�_-, °°° order to increase the likelihood of our
program having the maximum impact we seek(increase the number of qualified applications
month-over-month).This will allow us to layer in some of the values you spoke to us about—
community,family, culture and brother-sisterhood.
Secondary focus: Non-lateral Officers
While the focus will be on Lateral Officers,we do not-we- to: alienate other officers. We
understand the power and potential of creating a strong a-d Supportive environment for all
officers,therefore, we'll do our best to find ways to er^ ,,e-them and convey just how
important they are in attracting the highest caliber of officers to ESPD.This will include
highlighting the rational and emotional benefits why you are/should join the force, key reasons
to believe why choosing the ESPD is the best option for career advancement and reinforce the
community they are working hard to serve.
Internal and external communications approach.
Internally
We will develop a set of content(visual poster and internal communications)for you to share/post for
officers at ESPD to see what we are doing and help them get on board with our campaign. In our
experience,the more the team (internal stakeholders) is on board; the more effective buzz we'll be able
to get.Word-of-mouth is the most effective and cheapest way to spread the word. We'd like to explore
with you ways to create an officer ambassador program to give officers a place they can go
(online/offline)to get the latest information on our recruiting efforts.
Externally
We will develop an approach with key content pillars (based on your values, personality traits, etc.)that
specifically convey the right message to the right audiences at the right time and place to move them
through the conversion funnel (Awareness building(Increasing receptivity to our message),
Consideration (what's in it for me), leading to someone applying; and ultimately getting the job.
Agreement NO.
��"w�,�
Knowing it ta kessevem| nnorths (to over ayea dbeforesomec�� = _ -�t! nb,weneed tnens urewe
mapout the most effectiveway tocommunicatevviththemoI
period cftime 1omaximize
interest/ onsideration.
|tisworth noting, Ignited will focus onthe communications ch-?;- ~ —,notberesponsible for
the length oftime htakes someone tomove through the prmce-� they are qualified for the
position.
PHASE 3.IDEA
Creative Campaign Development: Create acreative campaign ��� - . ''� begin with the
development ofacreative brief and end increative concepts (i� �� /'sua|s'1agUneoptions)for
use inchannels such asdigital and social.
VVewill develop acreative brief tospark 3distinctly unique cnpa' +sthat could 6ebrought tu
life across digital,video and social and print. Cnestiuede|iverab'c' one external campaign as
well as a set ufinternal materials (e.g., posters).
Our process includes developing 3high level concepts,each with awrite-up and key visual ortwo.VVe
will then present these with the aim of narrowing down to one. Once we have the approved direction,
xvewill then develop the necessary assets.
PHASE 4/ IMPLEMENTATION
Production:Once acampaign ischosen,vvewill determine the asse-_ '*=�e�j (based on the
recommended media plan as well as budget) and produce them, i.e.,'he production of a video, building
ofalanding page.
Media Oversight and Analytics
Ongoing media management inclusive of paid media planning and buV;In.,g, 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 channelsthey
frequent,where they look for jobs,and other related behaviors. 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,we would focus on cligiial media channels such as
mobile and social. We would also provide targeting recommendations to make sure weare reaching the
right audience(ex. Police Officers in the Los Angeles, Orange,San Bernardino,and Ventura counties).
Note:Targeting could be tailored based on more granular segments and creative messaging.
Once a plan is approved,we implement the plan and continuously monitor based on established Key
Performance Indicators.Within digital,wealso optimize based on various levers (creative,targeting,
bids,etc.)We will also deliver report monthly including tracked media delivery and performance with
accompanying insights and recommendations.
Agreement No. 5x584
BUDGET&TIMING
IN SCOPE:
DESCRIPTION,, ,w....,.,�,w ,., „ ..n., ,� ,, �. �m�, w _.., . „ .,. •...e„ "'",,,:Ir ,.•...T,.ESTIMATE
PHASE I IMMERSE
Assessment $4,900
*Based on officer o'voilabifity
PRASE 2 INVESTIGATE-INSIGHT
Messaging Framework development $ 17,100
Internal and external communications approach
for Lateral Officers
PHASE 3 IDEA
Creative Campaign Development 4 weeks $ 28,000
PHASE 4 IMPLEMENTATiON
Production (Video(s) &Landing Page) 4-5 weeks $30,000
Media Oversight and Analytics—Fee's 9°rr.;'' °^•: $45,000
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OUT OF SCOPE:
DESCRiPTION TIMING ESTIMATE
PAID MEDIA
ESPD will pay
vendors directly out of a separate budget. Ignited 9 morins $50,000
recommends ..._..........._
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a media budget of$50,000-$75,000 for a 9-month $75,000
period.This can be scaled.
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