Loading...
CONTRACT 5272F Amendment CLOSED Agreement No. 5272F SIXTH AMENDMENT TO AGREEMENT NO, 5272 BETWEEN THE CITY OF EL SEGUNDO AND 9TH WONDER—LOS ANGELES, LLC. DBA THE PHELPS GROUP T1418 SIXTH AMENDMENT("Amendment") is made and entered into this 18th day of October,2018,by and between CITY OF EL SEGUNDO,a general law city and municipal corporation existing under the laws of California("City"),and 9TH WONDER- LOS ANGELES, LLC dba THE PHELPS GROUP,a California Corporation ("Consultant"), The parties agree as follows: 1. Pursuant to Section 34 of the Agreement, Section 1(C) is amended to add additional work as set forth in attached Exhibit A to this amendment which is incorporated by reference. City will compensate Consultant for such services in an amount not to exceed five hundred ninety-six thousand five hundred dollars ($596,500). 2. On October 10, 2018, the consultant notified the City that it was sold and is now named 9TH Wonder— Los Angeles, LLC. According to the attached Exhibit B which is incorporated by this reference. 3. . The term of this amendment is October 1, 2018 to September 30,2019. 4. This Amendment may be executed in any number of counterparts, each of which will w be an original, but all of which together constitutes one instrument executed on the same date. 5. Except as modified by this Amendment, all other terms and conditions of Agreement No. 5272 will remain the same. [SIGNATURES ON FOLLOWING PAGE] i { l Agreement No. 5272F IN WITNESS WHEREOF, the parties hereto have executed this Amendment the day and year first hereinabove written. CITY OF EL SEGUNDO, 91h Wonder,- Los Angeles, LLC. dba The Phelps Group a general city a California Corporation'' Greg Car u , Breck Templeton, City 11 ge w Chief Financial Officer ATTEST: Tracy Weaver, City Clerk APPROVED AS TO FORM: Mark D. Hensley, I City Attorney �s " 2 Ex +' 1��� Agreement No. 5272F Phel All Communications p City of El Segundo Integrated Marketing Communications Scope of Work FY19 (October 2018—September 2019) Prepared for Barbara Voss August 27, 2018 ©2018 Phelps Agreement No. 5272F Phelps U a InIIiuii WIf tlii,DI 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. (.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 raise awareness among key HT targets and roll out the 2017-18 "Start Here" campaign. 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 III. 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, sports enthusiasts 12121 Bluff Creek Dr,Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com @i 2017 Phelps Agreement No. 5272F Phelps Il ` ii ui111m a Jikin IV. Integrated Marketing Services Phelps has outlined the following impactful and budget conscious integrated marketing tactics for October 1, 2018 through September 30, 2019. • 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. 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: • Concierge Program • Elite Yelp Event • Steller Event • Develop and execute 3-5 local media and influencer events/FAMs • Pursue possible partnership opportunities for international and national media FAMs • Additional timely event support as needed 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). • Display Banners Creative Production A. Creative Concepting Phelps will develop campaign concepts with a distinct look and feel indicative of our"Start Here" positioning. Development includes: • Concept, design and presentation of up to two creative directions to bring the positioning to life • Incorporating brand tone and attitude 12121 Bluff Creek Dr.Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com CO 2017 Phelps Agreement No. 5272F Phelps 0 Develop visuals and messaging to identify the focus of the brand personality and visual direction Add additional typography and color palette to complement the brand identity Deliverables: Up to two(2)creative concepts to choose from Client Requirements: Provide timely feedback and approvals Scope: Up to two rounds of revisions on chosen creative direction B. Campaign Creative Development Understanding the media channels, and once the creative concept and key art are locked in, the campaign will be versioned into multiple sizes for digital placement. Based on our current knowledge and understanding of goals, Phelps proposes that campaign development will include: Copywriting Phelps will develop all required copy including headlines and CTAs for the selected campaign. Deliverables: copy deck for all ad sizes Client Requirements: Provide timely feedback and approvals Scope:Two (2) copy versions for testing,two rounds of feedback Digital Display Ad Units Development of one static display ad unit concept for required sizes with analytic tracking Deliverables: designed banners and static.jpgs Client Requirements: Provide timely feedback and approvals Scope: HTML banners, sized as noted above,with up to(1) round of design revisions Paid Media 0 Paid Search o Develop a campaign focused on LA with agreed upon search terms for NBA (directing to the"new" elsegundobusiness.com) and HT audience when HT website is live o Includes discovery of competitive spend, strategy and creative, goal setting, copywriting, performance monitoring and ongoing optimization o KPIs for NBA are inquiry form completions, SOAR email newsletter sign-ups, Smart Business Move guide pdf downloads o KPIs for HT are TBD M Paid Social o HT-focused paid Facebook or Instagram campaign, to commence when HT site is live o Includes discovery of competitive spend, strategy and creative, goal setting, copywriting, management of image library (existing photo assets and selection of royalty-free stock images), targeted performance monitoring and ongoing optimization 0 Display Banners Campaign Execution 12121 Bluff Creek Dr.Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com CD 2017 Phelps Agreement No. 5272F Phelps iii O , c o Includes discovery of competitive spend, media strategy, and goal setting o Manage and optimize spend for efficiency o Performance monitoring and ongoing performance optimizations o Tracking implementation Deliverables: Monthly performance reporting Paid Media Hard Costs: HT$120,000 (estimated 12 months), NBA $48,000(estimated 12 months). Total: $168,000 0 Owned Social • NBA- and HT-focused Facebook and/or Linkedln campaign, depending on audience • Includes topic recommendations, copywriting, photo/video asset management, monthly calendaring, semi-daily posting, ongoing engagement monitoring Deliverables: Monthly content calendar and performance reporting • HT Newsletter strategy and list-building • Communications strategy development, including target recommendations, CTA recommendations and content ideas • Recommendation on how to build the subscriber list • Email template design and copywriting, up to 10 event emails. 0 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) M Website Management • Update key facts and information as needed on EI SegundoBusiness.org and visitelsegundo.org • Ongoing website functionality monitoring and troubleshooting on both sites • HT City Map • Develop one EI Segundo HT-focused map/brochure o Will 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 2 rounds of revisions ■ Note: Client to provide complete business list and contact information. Does not include printing or distribution. 12121 Bluff Creek Dr.Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com @ 2017 Phelps Agreement No. 5272F Phelps 1411 u i luii,. uli,yr.i ,, Deliverables: One print-ready layout and one pdf version for posting to destinationelsegundo.com and electronic use. • 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 • Champions of Business Event • Champions of Business: o Creative updating and execution of 5 emails (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 or printing for Champions of Business 2019 • Video production including concept, script development, shooting and editing. Note: this project will be funded by event sponsorships and scoped separately. • Contingency Budget • Phelps will set aside a small bucket of hours for each Hospitality and Tourism and New Business Attraction to accommodate on going account needs not described above. This budget can be used for one-off requests, PowerPoint presentations or otherwise unforeseen marketing needs that arise throughout the fiscal year. 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 12121 Bluff Creek Dr.Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com @ 2017 Phelps Agreement No. 5272F Phelps All V villi"II II IiVildVull ',f;il,llill'IIY;: d..hiii WI"ok! 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 VII. Budget Based on the scope outlined, the following budget is recommended: FY18 (October 2019—September 2019): Campaign Creative Production Creative production for digital campaign banner ads,incl.copywriting and design $30,000 Media Spend Media hard cost $120,000 (Google.Instagram,Twitter,Facebook,programmatic) Media Strategy&Reporting,ongoing Ongoing budget,performance monitoring and goal setting,copywriting,asset management $48.000 and optimizing for target audience. Newsletter strategy,list-building,10x send Communications strategy development,list-building plan,"Events&Updates"email template $35,000 design and content development,up to 10 event emails. Website management,updates Ongoing website functionality monitoring,updates and hosting internally to then transition to $12,000 communications staff City Map Map to include all tourism destinations and areas of interest(hotels,restaurants,retail,attractions, $18,000 points of interest,parking,etc.)and listings of events and visitor amenities. Owned Social Media Strategy, Facebook and Instagram:topic recommendations,copywriting,asset management,calendaring, $6.000 Management,Analytics dailylsemi-daily posting,ongoing engagement monitoring and monthly reporting to client.Transition to communications staff. Public Relations Main client contact for public relations efforts;responsible for coordination of pr team members, $54,000 creating,updating and implementing press materials and monitoring coverage,ongoing pitch planning and writing,press release and media alert writing,coordinating to post latest coverage on website.Press conference and event planning/attendance,as needed.Ongoing relationship building with all EI Segundo stakeholders. Main contact for client;responsible for coordination of all team members,leadership and brand $36,000 Project&Account Management/Strategic Planning strategy of overall account;facilitating all new and ongoing projects,attendance with client at stakeholder and committee meetings,finances,regular status meetings and reporting. Total(including$10,000 contingency) $369,000 12121 Bluff Creek Dr.Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com Ccs 2017 Phelps Agreement No. 5272F Phelps IIII 7 1111llllilll'lli"I,;,dlr,yl'I'r NV. II I I I uu II i i it I I i IIII u l I I I I. ul lolm iLlll VVI I I Y tl! i or I .II I u II. I.II l I. I I i II I II I I I Ili l i I I ii ull 1Ii i I d I I I I III II I I I III m I M1 11 �Idlh I, I i I .i I I lu a u i I I r li m l I I VI uul � o f I IIII 1 I I I I I IY � I � o li i„I i, 1 i i i iii r. 6 I i i 1 V I IIIwI n N I i I) I Yi yl II .) Y I V I 11( i Id IIN IIII �I I III N „II I it I I II .IIIII�N�141 I I � I , I IP I II 19 I, I h L N 1. , �41 911,aLII�P, II„I�I,N�h,ILIIi�Irul,IoN..x...Vo.M1lmud�I111�111R1„IVIIVILY%dI�ILaNIV�IIViIIVIryI NIIIIIIIIIImIi,vlJlpllly MWIIII,,.P,I�IM1I�111�1}�,IM1I,r,I�II�Uu11,,1,1„ a tili...,�1.h1,,llulll.�II II,I�Y9Nvl Pi %�V„ u �I �Id V �IIU�P ( I , III,, ggIII �Il�iilillll 4 +�VVu., I,i,Mn,R�1 Pv111Il,l,l.rir!14 l�w....414�1.1..�11 ��IIxI�VIblU�6lNIVlIuV„b416Ilaom111111111I�,.,,,rI..IN��,I,.,,,1„�u1ul Website management,updates Ongoing website functionality monitoring,updates and hosting internally to then transition $12,000 to communications staff SOAR Business Newsletter Development Content strategy,copywriting,asset management,list management,layout updating,link tagging $12,500 &Analytics for GA tracking,blasting,monitoring and reporting for each.Goal is list building,increased traffic. Reduce sends to 6x year and focus rest of budget on list building.Attract broader base of businesses.To then transition to communications staff. Event Collateral Champions of Business(2019)Creative Concepting;Design and Execution of 5 Emails $25,000 (Save the Date,Invitation,Sold Out,Sponsor Thank You,Event Thank You);Event Digital &Physical Signage;Program design,to decrease event detail coordination with committee. Medla Spend Media hard cost $48,000 (Google,Instagram,Twitter,Facebook.programmatic) Media Strategy&Reporting,ongoing Ongoing budget,performance monitoring and goal setting,copywriting,asset management and $24,000 optimizing for target audience. Owned Social Media Strategy, Facebook and Linkedln:topic recommendations,copywriting,asset management,calendaring, $6,000 Management,Analytics daily/semi-daily posting,ongoing engagement monitoring and monthly reporting to client.To then transition to communications staff. Public Relations Main client contact for public relations efforts;responsible for coordination of pr team members, $54,000 creating,updating and implementing press materials and monitoring coverage,ongoing pitch planning and writing,press release and media alert writing,coordinating to post latest coverage on website.Press conference and event planning/attendance,as needed.Ongoing relationship building with all EI Segundo stakeholders. Project&Account Management/Strategic Planning Main contact for client;responsible for coordination of all team members,leadership and brand $36,000 strategy of overall account;facilitating all new and ongoing projects,attendance with client at stakeholder and committee meetings,finances,regular status meetings and reporting. Total(including$10,000 contingency) $227,500 TOTAL BUDGET: $596,500 Terms: Services to be billed monthly,with Net 30 terms, per the terms of the Professional Services Agreement. All services related to FY19 (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 ad'dit'ional 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- communication distribution, shipping, delivery, travel, printing, tax, third-party costs, and other related expenses.Any incidental exceeding$500 will be estimated separately for approval. 12121 Bluff Creek Dr.Playa Vista,CA 90094 1 P 310.752.4400 1 phelpsagency.com @ 2017 i'helps Agreement No. 5272F 9thWonder October 10,2018 City of EI Segundo, Please let this letter serve to explain the relationship between The Phelps Group and 91hWonder. On April 16,2018,The Phelps Group, DBA Phelps was sold through an Asset Purchase Agreement to Fogarty&Klein, Inc. DBA The Company of Others("The Company"). At this time Phelps essentially became the new LA branch of The Company,The Company of Others-Los Angeles, LLC("The Company—LA"),to continue to service Phelps clients using existing Phelps staff. At the time of acquisition the clients were notified of the sale and of the new capabilities available to them now that Phelps had joined The Company's network of offices. On October 9,2018,The Company announced it would be changing its name to 9thWonder. The Company -LA has been renamed 9thWonder—Los Angeles, LLC. If you have any questions or need any more information please feel free to give me a call at 310-752-4400 x4222. Sincerely,/ Myles Watling Controller 12121 Bluff Creek Drive I Suite 200 1 Playa Vista,CA 90094 1 310.752.4400 1 9thwonder.com