HomeMy WebLinkAboutItem 4.3 Parks Mktg and Promo Plan
STAFF REPORT CITY CLERK
File #920-10
CITY COUNCIL
DATE:January 15, 2013
TO:
Honorable Mayor and City Councilmembers
FROM:
Joni Pattillo, City Manager
SUBJECT:
Parks and Community Services Marketing and Promotions Plan – Consultant
Services Agreement
Prepared by Ann Mottola, Heritage and Cultural Arts Manager
EXECUTIVE SUMMARY:
The Fiscal Year 2012-2013 Parks and Community Services budget includes funding for the
development of a marketing and promotions plan. Staff is recommending BW Research
Partnership as a consultant to conduct market research and develop a comprehensive written
marketing and promotions strategy for the Department.
FINANCIAL IMPACT:
The total fee for services in the proposed Agreement will not exceed $57,000. Sufficient funding
is available in the Parks and Community Services budget to approve the Agreement with BW
Research Partnership.
RECOMMENDATION:
Staff recommends that the City Council adopt a Resolution approving an Agreement with BW
Research Partnership to develop a comprehensive written marketing and promotions plan for
the Parks and Community Services Department.
Submitted By Reviewed By
Director of Parks and Assistant City Manager
Community Services
DESCRIPTION:
In the Fiscal Year 2012-13 budget, the City Council authorized funding for Staff to develop a
comprehensive written marketing and promotions plan for the Parks and Community Services
Department. This plan is specific to the Parks and Community Services in that it will assist in
defining and maximizing the target audience for programs and activities; identify potential
program alignment needs; evaluate the Department’s current marketing tools; and, provide a
strategic marketing and promotions plan.
ITEM NO. 4.3
Page 1 of 2
In November 2012 Staff issued a Request for Proposals for consulting services for the project.
Six proposals were received by the deadline. A selection committee, made up of Staff from the
City Manager’s Office and Parks and Community Services Department, reviewed the proposals
and interviewed three firms.
Staff is recommending BW Research Partnership due to their prior experience with similar
projects with public agencies. Additionally they have a strong consulting team with a balance of
research and marketing expertise.
The scope of work for professional services includes the following: facilitating a demographic
assessment including executive and stakeholder interviews; conducting a statistically valid
quantitative phone survey to measure the effectiveness of the Department’s current marketing
outreach; identify areas to potentially align programs with community interests; and audit the
Department’s current communications and marketing methods. Additionally the Consultant will
prepare a final written marketing plan and train Department Staff to the plan. The draft
Marketing and Promotions Plan will be presented to the Parks and Community Services
Commission for input, and finally to the City Council for final approval.
The not-to-exceed amount for the services is $57,000. The proposed Consultant Services
Agreement, prepared with the City Attorney and approved by BW Research Partnership, is
included as Exhibit A to the Resolution (Attachment 1). Additional detail of the professional
services is Exhibit A to the Consultant Services Agreement.
NOTICING REQUIREMENTS/PUBLIC OUTREACH:
A copy of the Staff Report was sent to BW Research Partnership.
ATTACHMENTS:
1. Resolution Approving an Agreement with BW Research Partnership,
with the Agreement attached as Exhibit A to the Resolution
2. Proposal from BW Research Partnership
Page 2 of 2
RESOLUTION NO. xx - 13
A RESOLUTION OF THE CITY COUNCIL
OF THE CITY OF DUBLIN
* * * * * * * * *
APPROVING AN AGREEMENT WITH BW RESEARCH PARTNERSHIP
FOR DEVELOPMENT OF A PARKS AND COMMUNITY SERVICES DEPARTMENT
MARKETING AND PROMOTIONS PLAN
WHEREAS
, the Fiscal Year 2012-2013 Parks and Community Services Budget includes
funding for the Parks and Community Services Department to develop a marketing and
promotions plan; and
WHEREAS
, the City distributed a Request for Proposals for development of the plan and
six proposals were received by the deadline; and
WHEREAS
, the City interviewed and screened three of the firms whose proposals were
most responsive to the City’s needs; and
WHEREAS,
the qualifications and proposed services of BW Research Partnership and
their sub-consultant Full Capacity Marketing, Inc., are appropriate for the work proposed.
NOW, THEREFORE, BE IT RESOLVED
that the City Council of the City of Dublin
attached hereto as Exhibit A)
hereby approves the Agreement (with BW Research Partnership
to develop a Parks and Community Services Department Marketing and Promotions Plan, in an
amount not to exceed $57,000.
BE IT FURTHER RESOLVED
that the City Manager is authorized to execute the
agreement.
th
PASSED, APPROVED AND ADOPTED
this 15 day of January, 2013, by the following
vote:
AYES
:
NOES
:
ABSENT
:
ABSTAIN
:
______________________________________
Mayor
ATTEST
:
_______________________________________
City Clerk
ATTACHMENT 1
CONSULTING SERVICES AGREEMENT BETWEEN
THE CITY OF DUBLIN AND
BW RESEARCH PARTNERSHIP
THIS AGREEMENT for consulting services is made by and between the City of Dublin (“City”) and
BW Research Partnership (“Consultant”) as of January 15, 2013.
Section 1. SERVICES. Subject to the terms and conditions set forth in this Agreement, Consultant
shall provide to City the services described in the Scope of Work attached as Exhibit A at the time and
place and in the manner specified therein. In the event of a conflict in or inconsistency between the terms
of this Agreement and Exhibit A, the Agreement shall prevail.
1.1 Term of Services. The term of this Agreement shall begin on the date first noted above
and shall end on June 30, 2013, the date of completion specified in Exhibit A: Proposal to
Develop a Parks and Community Services Marketing Plan (“Exhibit A”), and Consultant
shall complete the work described in Exhibit A prior to that date, unless the term of the
Agreement is otherwise terminated or extended, as provided for in Section 8. The time
provided to Consultant to complete the services required by this Agreement shall not affect
the City’s right to terminate the Agreement, as provided for in Section 8.
1.2 Standard of Performance. Consultant shall perform all services required pursuant to this
Agreement in the manner and according to the standards observed by a competent
practitioner of the profession in which Consultant is engaged in the geographical area in
which Consultant practices its profession. Consultant shall prepare all work products
required by this Agreement in a substantial, first-class manner and shall conform to the
standards of quality normally observed by a person practicing in Consultant's profession.
1.3 Assignment of Personnel. Consultant shall assign only competent personnel to perform
services pursuant to this Agreement. In the event that City, in its sole discretion, at any
time during the term of this Agreement, desires the reassignment of any such persons,
Consultant shall, immediately upon receiving notice from City of such desire of City,
reassign such person or persons.
1.4 Time. Consultant shall devote such time to the performance of services pursuant to this
Agreement as may be reasonably necessary to meet the standard of performance
provided in Section 1.1 above and to satisfy Consultant’s obligations hereunder.
Section 2. COMPENSATION. City hereby agrees to pay Consultant a sum not to exceed $57,000
notwithstanding any contrary indications that may be contained in Consultant’s proposal, for services to be
performed and reimbursable costs incurred under this Agreement. In the event of a conflict between this
Agreement and Consultant’s proposal, attached as Exhibit A, regarding the amount of compensation, the
Agreement shall prevail. City shall pay Consultant for services rendered pursuant to this Agreement at the
time and in the manner set forth herein. The payments specified below shall be the only payments from
City to Consultant for services rendered pursuant to this Agreement. Consultant shall submit all invoices to
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EXHIBIT A
City in the manner specified herein. Except as specifically authorized by City, Consultant shall not bill City
for duplicate services performed by more than one person.
Consultant and City acknowledge and agree that compensation paid by City to Consultant under this
Agreement is based upon Consultant’s estimated costs of providing the services required hereunder,
including salaries and benefits of employees and subcontractors of Consultant. Consequently, the parties
further agree that compensation hereunder is intended to include the costs of contributions to any pensions
and/or annuities to which Consultant and its employees, agents, and subcontractors may be eligible. City
therefore has no responsibility for such contributions beyond compensation required under this Agreement.
2.1 Invoices. Consultant shall submit invoices, not more often than once a month during the
term of this Agreement, based on the cost for services performed and reimbursable costs
incurred prior to the invoice date. Invoices shall contain the following information:
Serial identifications of progress bills; i.e., Progress Bill No. 1 for the first invoice,
etc.;
The beginning and ending dates of the billing period;
A Task Summary containing the original contract amount, the amount of prior
billings, the total due this period, the balance available under the Agreement, and
the percentage of completion;
At City’s option, for each work item in each task, a copy of the applicable time
entries or time sheets shall be submitted showing the name of the person doing
the work, the hours spent by each person, a brief description of the work, and
each reimbursable expense;
The Consultant’s signature.
2.2 Monthly Payment. City shall make monthly payments, based on invoices received, for
services satisfactorily performed. City shall have 30 days from the receipt of an invoice
that complies with all of the requirements above to pay Consultant.
2.3 Final Payment. City shall pay the last 10% of the total sum due pursuant to this
Agreement within sixty (60) days after completion of the services and submittal to City of a
final invoice, if all services required have been satisfactorily performed.
2.4 Total Payment. City shall pay for the services to be rendered by Consultant pursuant to
this Agreement. City shall not pay any additional sum for any expense or cost whatsoever
incurred by Consultant in rendering services pursuant to this Agreement. City shall make
no payment for any extra, further, or additional service pursuant to this Agreement.
In no event shall Consultant submit any invoice for an amount in excess of the maximum
amount of compensation provided above either for a task or for the entire Agreement,
unless the Agreement is modified prior to the submission of such an invoice by a properly
executed change order or amendment.
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2.5 Fees. Fees for work performed by Consultant by phase of project shall not exceed the
amounts shown on the following fee schedule:
Phase 1: Demographic Assessment $11,905
Phase 2: Quantitative Survey $17,600
Phase 3: Communications Audit $12,715
Phase 4: Marketing Plan & Staff Training $14,780
2.6 Payment of Taxes. Consultant is solely responsible for the payment of employment taxes
incurred under this Agreement and any similar federal or state taxes.
2.7 Payment upon Termination. In the event that the City or Consultant terminates this
Agreement pursuant to Section 8, the City shall compensate the Consultant for all
outstanding costs and reimbursable expenses incurred for work satisfactorily completed as
of the date of written notice of termination. Consultant shall maintain adequate logs and
timesheets in order to verify costs incurred to that date.
2.8 Authorization to Perform Services. The Consultant is not authorized to perform any
services or incur any costs whatsoever under the terms of this Agreement until receipt of
authorization from the Contract Administrator.
Section 3. FACILITIES AND EQUIPMENT. Except as set forth herein, Consultant shall, at its sole
cost and expense, provide all facilities and equipment that may be necessary to perform the services
required by this Agreement. City shall make available to Consultant only the facilities and equipment listed
in this section, and only under the terms and conditions set forth herein.
City shall furnish physical facilities such as desks, filing cabinets, and conference space, as may be
reasonably necessary for Consultant’s use while consulting with City employees and reviewing records and
the information in possession of the City. The location, quantity, and time of furnishing those facilities shall
be in the sole discretion of City. In no event shall City be obligated to furnish any facility that may involve
incurring any direct expense, including but not limited to computer, long-distance telephone or other
communication charges, vehicles, and reproduction facilities.
Section 4. INSURANCE REQUIREMENTS. Before beginning any work under this Agreement,
Consultant, at its own cost and expense, shall procure "occurrence coverage" insurance against claims for
injuries to persons or damages to property that may arise from or in connection with the performance of the
work hereunder by the Consultant and its agents, representatives, employees, and subcontractors.
Consultant shall provide proof satisfactory to City of such insurance that meets the requirements of this
section and under forms of insurance satisfactory in all respects to the City. Consultant shall maintain the
insurance policies required by this section throughout the term of this Agreement. The cost of such
insurance shall be included in the Consultant's bid. Consultant shall not allow any subcontractor to
commence work on any subcontract until Consultant has obtained all insurance required herein for the
subcontractor(s) and provided evidence thereof to City. Verification of the required insurance shall be
submitted and made part of this Agreement prior to execution.
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4.1 Workers’ Compensation. Consultant shall, at its sole cost and expense, maintain
Statutory Workers’ Compensation Insurance and Employer’s Liability Insurance for any
and all persons employed directly or indirectly by Consultant. The Statutory Workers’
Compensation Insurance and Employer’s Liability Insurance shall be provided with limits of
not less than ONE MILLION DOLLARS ($1,000,000.00) per accident. In the alternative,
Consultant may rely on a self-insurance program to meet those requirements, but only if
the program of self-insurance complies fully with the provisions of the California Labor
Code. Determination of whether a self-insurance program meets the standards of the
Labor Code shall be solely in the discretion of the Contract Administrator. The insurer, if
insurance is provided, or the Consultant, if a program of self-insurance is provided, shall
waive all rights of subrogation against the City and its officers, officials, employees, and
volunteers for loss arising from work performed under this Agreement.
An endorsement shall state that coverage shall not be canceled except after thirty (30)
days' prior written notice by certified mail, return receipt requested, has been given to the
City. Consultant shall notify City within 14 days of notification from Consultant’s insurer if
such coverage is suspended, voided or reduced in coverage or in limits.
4.2 Commercial General and Automobile Liability Insurance.
4.2.1 General requirements. Consultant, at its own cost and expense, shall maintain
commercial general and automobile liability insurance for the term of this
Agreement in an amount not less than ONE MILLION DOLLARS ($1,000,000.00)
per occurrence, combined single limit coverage for risks associated with the work
contemplated by this Agreement. If a Commercial General Liability Insurance or an
Automobile Liability form or other form with a general aggregate limit is used,
either the general aggregate limit shall apply separately to the work to be
performed under this Agreement or the general aggregate limit shall be at least
twice the required occurrence limit. Such coverage shall include but shall not be
limited to, protection against claims arising from bodily and personal injury,
including death resulting therefrom, and damage to property resulting from
activities contemplated under this Agreement, including the use of owned and non-
owned automobiles.
4.2.2 Minimum scope of coverage. Commercial general coverage shall be at least as
broad as Insurance Services Office Commercial General Liability occurrence form
CG 0001 (ed. 11/88) or Insurance Services Office form number GL 0002 (ed. 1/73)
covering comprehensive General Liability and Insurance Services Office form
number GL 0404 covering Broad Form Comprehensive General Liability.
Automobile coverage shall be at least as broad as Insurance Services Office
Automobile Liability form CA 0001 (ed. 12/90) Code 8 and 9 (“any auto”). No
endorsement shall be attached limiting the coverage.
4.2.3 Additional requirements. Each of the following shall be included in the
insurance coverage or added as an endorsement to the policy:
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a. City and its officers, employees, agents, and volunteers shall be covered
as additional insureds with respect to each of the following: liability arising
out of activities performed by or on behalf of Consultant, including the
insured’s general supervision of Consultant; products and completed
operations of Consultant; premises owned, occupied, or used by
Consultant; and automobiles owned, leased, or used by the Consultant.
The coverage shall contain no special limitations on the scope of
protection afforded to City or its officers, employees, agents, or
volunteers.
b. The insurance shall cover on an occurrence or an accident basis, and not
on a claims-made basis.
c. An endorsement must state that coverage is primary insurance with
respect to the City and its officers, officials, employees and volunteers,
and that no insurance or self-insurance maintained by the City shall be
called upon to contribute to a loss under the coverage.
d. Any failure of CONSULTANT to comply with reporting provisions of the
policy shall not affect coverage provided to CITY and its officers,
employees, agents, and volunteers.
e. An endorsement shall state that coverage shall not be canceled except
after thirty (30) days' prior written notice by certified mail, return receipt
requested, has been given to the City. Consultant shall notify City within
14 days of notification from Consultant’s insurer if such coverage is
suspended, voided or reduced in coverage or in limits.
4.3 Professional Liability Insurance. Consultant, at its own cost and expense, shall
maintain for the period covered by this Agreement professional liability insurance for
licensed professionals performing work pursuant to this Agreement in an amount not less
than ONE MILLION DOLLARS ($1,000,000) covering the licensed professionals’ errors
and omissions.
4.3.1 Any deductible or self-insured retention shall not exceed $150,000 per claim.
4.3.2 An endorsement shall state that coverage shall not be suspended, voided,
canceled by either party, reduced in coverage or in limits, except after thirty (30)
days' prior written notice by certified mail, return receipt requested, has been given
to the City.
4.3.3 The policy must contain a cross liability or severability of interest clause.
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4.3.4 The following provisions shall apply if the professional liability coverages are
written on a claims-made form:
a. The retroactive date of the policy must be shown and must be before the
date of the Agreement.
b. Insurance must be maintained and evidence of insurance must be
provided for at least five years after completion of the Agreement or the
work, so long as commercially available at reasonable rates.
c. If coverage is canceled or not renewed and it is not replaced with another
claims-made policy form with a retroactive date that precedes the date of
this Agreement, Consultant must provide extended reporting coverage for
a minimum of five years after completion of the Agreement or the work.
The City shall have the right to exercise, at the Consultant’s sole cost and
expense, any extended reporting provisions of the policy, if the Consultant
cancels or does not renew the coverage.
d. A copy of the claim reporting requirements must be submitted to the City
prior to the commencement of any work under this Agreement.
4.4 All Policies Requirements.
4.4.1 Acceptability of insurers. All insurance required by this section is to be placed
with insurers with a Bests' rating of no less than A:VII.
4.4.2 Verification of coverage. Prior to beginning any work under this Agreement,
Consultant shall furnish City with certificates of insurance and with original
endorsements effecting coverage required herein. The certificates and
endorsements for each insurance policy are to be signed by a person authorized
by that insurer to bind coverage on its behalf. The City reserves the right to
require complete, certified copies of all required insurance policies, at any time.
4.4.3 Subcontractors. Consultant shall include all subcontractors as insureds under its
policies or shall furnish separate certificates and endorsements for each
subcontractor. All coverages for subcontractors shall be subject to all of the
requirements stated herein.
4.4.4 Variation. The City may approve a variation in the foregoing insurance
requirements, upon a determination that the coverages, scope, limits, and forms of
such insurance are either not commercially available, or that the City’s interests
are otherwise fully protected.
4.4.5 Deductibles and Self-Insured Retentions. Consultant shall disclose to and
obtain the approval of City for the self-insured retentions and deductibles before
beginning any of the services or work called for by any term of this Agreement.
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During the period covered by this Agreement, only upon the prior express written
authorization of Contract Administrator, Consultant may increase such deductibles
or self-insured retentions with respect to City, its officers, employees, agents, and
volunteers. The Contract Administrator may condition approval of an increase in
deductible or self-insured retention levels with a requirement that Consultant
procure a bond, guaranteeing payment of losses and related investigations, claim
administration, and defense expenses that is satisfactory in all respects to each of
them.
4.4.6 Notice of Reduction in Coverage. In the event that any coverage required by
this section is reduced, limited, or materially affected in any other manner,
Consultant shall provide written notice to City at Consultant’s earliest possible
opportunity and in no case later than five days after Consultant is notified of the
change in coverage.
4.5 Remedies. In addition to any other remedies City may have if Consultant fails to provide
or maintain any insurance policies or policy endorsements to the extent and within the time
herein required, City may, at its sole option exercise any of the following remedies, which
are alternatives to other remedies City may have and are not the exclusive remedy for
Consultant’s breach:
Obtain such insurance and deduct and retain the amount of the premiums for such
insurance from any sums due under the Agreement;
Order Consultant to stop work under this Agreement or withhold any payment that
becomes due to Consultant hereunder, or both stop work and withhold any payment,
until Consultant demonstrates compliance with the requirements hereof; and/or
Terminate this Agreement.
Section 5. INDEMNIFICATION AND CONSULTANT’S RESPONSIBILITIES. Consultant shall
indemnify, defend with counsel selected by the City, and hold harmless the City and its officials, officers,
employees, agents, and volunteers from and against any and all losses, liability, claims, suits, actions,
damages, and causes of action arising out of any personal injury, bodily injury, loss of life, or damage to
property, or any violation of any federal, state, or municipal law or ordinance, to the extent caused, in whole
or in part, by the willful misconduct or negligent acts or omissions of Consultant or its employees,
subcontractors, or agents, by acts for which they could be held strictly liable, or by the quality or character
of their work. The foregoing obligation of Consultant shall not apply when (1) the injury, loss of life, damage
to property, or violation of law arises wholly from the negligence or willful misconduct of the City or its
officers, employees, agents, or volunteers and (2) the actions of Consultant or its employees,
subcontractor, or agents have contributed in no part to the injury, loss of life, damage to property, or
violation of law. It is understood that the duty of Consultant to indemnify and hold harmless includes the
duty to defend as set forth in Section 2778 of the California Civil Code. Acceptance by City of insurance
certificates and endorsements required under this Agreement does not relieve Consultant from liability
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under this indemnification and hold harmless clause. This indemnification and hold harmless clause shall
apply to any damages or claims for damages whether or not such insurance policies shall have been
determined to apply. By execution of this Agreement, Consultant acknowledges and agrees to the
provisions of this Section and that it is a material element of consideration.
In the event that Consultant or any employee, agent, or subcontractor of Consultant providing services
under this Agreement is determined by a court of competent jurisdiction or the California Public Employees
Retirement System (PERS) to be eligible for enrollment in PERS as an employee of City, Consultant shall
indemnify, defend, and hold harmless City for the payment of any employee and/or employer contributions
for PERS benefits on behalf of Consultant or its employees, agents, or subcontractors, as well as for the
payment of any penalties and interest on such contributions, which would otherwise be the responsibility of
City.
Section 6. STATUS OF CONSULTANT.
6.1 Independent Contractor. At all times during the term of this Agreement, Consultant shall
be an independent contractor and shall not be an employee of City. City shall have the
right to control Consultant only insofar as the results of Consultant's services rendered
pursuant to this Agreement and assignment of personnel pursuant to Subparagraph 1.3;
however, otherwise City shall not have the right to control the means by which Consultant
accomplishes services rendered pursuant to this Agreement. Notwithstanding any other
City, state, or federal policy, rule, regulation, law, or ordinance to the contrary, Consultant
and any of its employees, agents, and subcontractors providing services under this
Agreement shall not qualify for or become entitled to, and hereby agree to waive any and
all claims to, any compensation, benefit, or any incident of employment by City, including
but not limited to eligibility to enroll in the California Public Employees Retirement System
(PERS) as an employee of City and entitlement to any contribution to be paid by City for
employer contributions and/or employee contributions for PERS benefits.
6.2 Consultant No Agent. Except as City may specify in writing, Consultant shall have no
authority, express or implied, to act on behalf of City in any capacity whatsoever as an
agent. Consultant shall have no authority, express or implied, pursuant to this Agreement
to bind City to any obligation whatsoever.
Section 7. LEGAL REQUIREMENTS.
7.1 Governing Law. The laws of the State of California shall govern this Agreement.
7.2 Compliance with Applicable Laws. Consultant and any subcontractors shall comply with
all laws applicable to the performance of the work hereunder.
7.3 Other Governmental Regulations. To the extent that this Agreement may be funded by
fiscal assistance from another governmental entity, Consultant and any subcontractors
shall comply with all applicable rules and regulations to which City is bound by the terms of
such fiscal assistance program.
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7.4 Licenses and Permits. Consultant represents and warrants to City that Consultant and
its employees, agents, and any subcontractors have all licenses, permits, qualifications,
and approvals of whatsoever nature that are legally required to practice their respective
professions. Consultant represents and warrants to City that Consultant and its
employees, agents, any subcontractors shall, at their sole cost and expense, keep in effect
at all times during the term of this Agreement any licenses, permits, and approvals that are
legally required to practice their respective professions. In addition to the foregoing,
Consultant and any subcontractors shall obtain and maintain during the term of this
Agreement valid Business Licenses from City.
7.5 Nondiscrimination and Equal Opportunity. Consultant shall not discriminate, on the
basis of a person’s race, religion, color, national origin, age, physical or mental handicap or
disability, medical condition, marital status, sex, or sexual orientation, against any
employee, applicant for employment, subcontractor, bidder for a subcontract, or participant
in, recipient of, or applicant for any services or programs provided by Consultant under this
Agreement. Consultant shall comply with all applicable federal, state, and local laws,
policies, rules, and requirements related to equal opportunity and nondiscrimination in
employment, contracting, and the provision of any services that are the subject of this
Agreement, including but not limited to the satisfaction of any positive obligations required
of Consultant thereby.
Consultant shall include the provisions of this Subsection in any subcontract approved by
the Contract Administrator or this Agreement.
Section 8. TERMINATION AND MODIFICATION.
8.1 Termination. City may cancel this Agreement at any time and without cause upon written
notification to Consultant.
Consultant may cancel this Agreement upon thirty (30) days’ written notice to City and
shall include in such notice the reasons for cancellation.
In the event of termination, Consultant shall be entitled to compensation for services
performed to the effective date of termination; City, however, may condition payment of
such compensation upon Consultant delivering to City any or all documents, photographs,
computer software, video and audio tapes, and other materials provided to Consultant or
prepared by or for Consultant or the City in connection with this Agreement.
8.2 Extension. City may, in its sole and exclusive discretion, extend the end date of this
Agreement beyond that provided for in Subsection 1.1. Any such extension shall require a
written amendment to this Agreement, as provided for herein. Consultant understands and
agrees that, if City grants such an extension, City shall have no obligation to provide
Consultant with compensation beyond the maximum amount provided for in this
Agreement. Similarly, unless authorized by the Contract Administrator, City shall have no
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obligation to reimburse Consultant for any otherwise reimbursable expenses incurred
during the extension period.
8.3 Amendments. The parties may amend this Agreement only by a writing signed by all the
parties.
8.4 Assignment and Subcontracting. City and Consultant recognize and agree that this
Agreement contemplates personal performance by Consultant and is based upon a
determination of Consultant’s unique personal competence, experience, and specialized
personal knowledge. Moreover, a substantial inducement to City for entering into this
Agreement was and is the professional reputation and competence of Consultant.
Consultant may not assign this Agreement or any interest therein without the prior written
approval of the Contract Administrator. Consultant shall not subcontract any portion of the
performance contemplated and provided for herein, other than to the subcontractors noted
in the proposal, without prior written approval of the Contract Administrator.
8.5 Survival. All obligations arising prior to the termination of this Agreement and all
provisions of this Agreement allocating liability between City and Consultant shall survive
the termination of this Agreement.
8.6 Options upon Breach by Consultant. If Consultant materially breaches any of the terms
of this Agreement, City’s remedies shall included, but not be limited to, the following:
8.6.1 Immediately terminate the Agreement;
8.6.2 Retain the plans, specifications, drawings, reports, design documents, and any
other work product prepared by Consultant pursuant to this Agreement;
8.6.3 Retain a different consultant to complete the work described in Exhibit A not
finished by Consultant; or
8.6.4 Charge Consultant the difference between the cost to complete the work
described in Exhibit A that is unfinished at the time of breach and the amount that
City would have paid Consultant pursuant to Section 2 if Consultant had
completed the work.
Section 9. KEEPING AND STATUS OF RECORDS.
9.1 Records Created as Part of Consultant’s Performance. All reports, data, maps,
models, charts, studies, surveys, photographs, memoranda, plans, studies, specifications,
records, files, or any other documents or materials, in electronic or any other form, that
Consultant prepares or obtains pursuant to this Agreement and that relate to the matters
covered hereunder shall be the property of the City. Consultant hereby agrees to deliver
those documents to the City upon termination of the Agreement. It is understood and
agreed that the documents and other materials, including but not limited to those described
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above, prepared pursuant to this Agreement are prepared specifically for the City and are
not necessarily suitable for any future or other use. City and Consultant agree that, until
final approval by City, all data, plans, specifications, reports and other documents are
confidential and will not be released to third parties without prior written consent of both
parties.
9.2 Consultant’s Books and Records. Consultant shall maintain any and all ledgers, books
of account, invoices, vouchers, canceled checks, and other records or documents
evidencing or relating to charges for services or expenditures and disbursements charged
to the City under this Agreement for a minimum of three (3) years, or for any longer period
required by law, from the date of final payment to the Consultant to this Agreement.
9.3 Inspection and Audit of Records. Any records or documents that Section 9.2 of this
Agreement requires Consultant to maintain shall be made available for inspection, audit,
and/or copying at any time during regular business hours, upon oral or written request of
the City. Under California Government Code Section 8546.7, if the amount of public funds
expended under this Agreement exceeds TEN THOUSAND DOLLARS ($10,000.00), the
Agreement shall be subject to the examination and audit of the State Auditor, at the
request of City or as part of any audit of the City, for a period of three (3) years after final
payment under the Agreement.
Section 10 MISCELLANEOUS PROVISIONS.
10.1 Attorneys’ Fees. If a party to this Agreement brings any action, including an action for
declaratory relief, to enforce or interpret the provision of this Agreement, the prevailing
party shall be entitled to reasonable attorneys’ fees in addition to any other relief to which
that party may be entitled. The court may set such fees in the same action or in a
separate action brought for that purpose.
10.2 Venue. In the event that either party brings any action against the other under this
Agreement, the parties agree that trial of such action shall be vested exclusively in the
state courts of California in the County of Alameda or in the United States District Court for
the Northern District of California.
10.3 Severability. If a court of competent jurisdiction finds or rules that any provision of this
Agreement is invalid, void, or unenforceable, the provisions of this Agreement not so
adjudged shall remain in full force and effect. The invalidity in whole or in part of any
provision of this Agreement shall not void or affect the validity of any other provision of this
Agreement.
10.4 No Implied Waiver of Breach. The waiver of any breach of a specific provision of this
Agreement does not constitute a waiver of any other breach of that term or any other term
of this Agreement.
Consulting Services Agreement between January 15, 2013
City of Dublin and BW Research Partnership Page 11 of 13
10.5 Successors and Assigns. The provisions of this Agreement shall inure to the benefit of
and shall apply to and bind the successors and assigns of the parties.
10.6 Use of Recycled Products. Consultant shall prepare and submit all reports, written
studies and other printed material on recycled paper to the extent it is available at equal or
less cost than virgin paper.
10.7 Conflict of Interest. Consultant may serve other clients, but none whose activities within
the corporate limits of City or whose business, regardless of location, would place
Consultant in a “conflict of interest,” as that term is defined in the Political Reform Act,
codified at California Government Code Section 81000 et seq.
Consultant shall not employ any City official in the work performed pursuant to this
Agreement. No officer or employee of City shall have any financial interest in this
Agreement that would violate California Government Code Sections 1090 et seq.
Consultant hereby warrants that it is not now, nor has it been in the previous twelve (12)
months, an employee, agent, appointee, or official of the City. If Consultant was an
employee, agent, appointee, or official of the City in the previous twelve months,
Consultant warrants that it did not participate in any manner in the forming of this
Agreement. Consultant understands that, if this Agreement is made in violation of
Government Code §1090 et.seq., the entire Agreement is void and Consultant will not be
entitled to any compensation for services performed pursuant to this Agreement, including
reimbursement of expenses, and Consultant will be required to reimburse the City for any
sums paid to the Consultant. Consultant understands that, in addition to the foregoing, it
may be subject to criminal prosecution for a violation of Government Code § 1090 and, if
applicable, will be disqualified from holding public office in the State of California.
10.8 Solicitation. Consultant agrees not to solicit business at any meeting, focus group, or
interview related to this Agreement, either orally or through any written materials.
10.9 Contract Administration. This Agreement shall be administered by Ann Mottola,
Heritage and Cultural Arts Manager("Contract Administrator"). All correspondence shall
be directed to or through the Contract Administrator or his or her designee.
10.10 Notices. Any written notice to Consultant shall be sent to:
Josh A. Williams
President, BW Research Partnership, Inc.
2725 Jefferson Street, Suite 13
Carlsbad, CA 92008
Any written notice to City shall be sent to:
Joni Pattillo, City Manager
City of Dublin
100 Civic Plaza
Consulting Services Agreement between January 15, 2013
City of Dublin and BW Research Partnership Page 12 of 13
Dublin, CA 94568
10.11 Integration. This Agreement, including the scope of work attached hereto and
incorporated herein as Exhibit A, represents the entire and integrated agreement between
City and Consultant and supersedes all prior negotiations, representations, or agreements,
either written or oral.
CITY OF DUBLIN CONSULTANT
____________________________ ______________________________
Joni Patillo, City Manager Josh W. Williams
Attest:
____________________________
Caroline Soto, City Clerk
Approved as to Form:
____________________________
John Bakker, City Attorney
J:\wpd\Mnrsw\114\001\Forms\standard consultant agreement.doc
Consulting Services Agreement between January 15, 2013
City of Dublin and BW Research Partnership Page 13 of 13
EXHIBIT A
SCOPE OF SERVICES
.
J:\wpd\Mnrsw\114\001\Forms\standard consultant services agreement.doc
onsulting Services Agreement between January 15, 2013
City of Dublin and BW Research Partnership Exhibit A Page 1 of 1
Consulting Services Agreement between [DATE]
City of Dublin and ______________--Exhibit B Page 1 of 1
Proposal to Develop a
Parks and Community
Services Marketing Plan
2725JeffersonStreet,Suite13
Revised and Presented to the City
Carlsbad,CA92008
of Dublin
50MillPondDrive
Wrentham,MA02093
January 3, 2013
P(760)7309325
F(888)4579598
bwresearch.com
twitter.com/BW_Research
facebook.com/bwresearch
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
TC
ABLE OF ONTENTS
Cover Letter ....................................................... 1
Scope of Work.................................................... 3
Phase 1: Kick-Off and Data Gathering for the Audience Demographi
Phase 2: Quantitative Survey ...................................
Phase 3: Evaluation of Current Marketing Tools .................
Phase 4: Marketing and Promotions Plan: Primary & Secondary Targ
Qualifications.................................................... 10
Project Team ...................................................
Timeline............................................................ 17
Budget .............................................................. 19
References ....................................................... 21
City of Solana Beach, California ...............................
City of San José, California ...................................
City of San Diego ................................................................
Town of Danville, California ...................................
City of Springfield, Oregon ....................................
County of Tulare, California ...................................
Centralina Council of Governments, North Carolina ..............
City of Cleveland and Cuyahoga County, Ohio ....................
i
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
CL
OVERETTER
BW Research Partnership, Inc. (BW Research) is excited to presen
City of Dublin to conduct its Parks and Community Services Marke
Research is a full-service research and consulting firm speciali
customer, and stakeholder research for public entities and is te
Marketing, a long-time partner of BW Research, an insightful ful
communications consulting firm specializing in developing market
and plans for a wide range of clients. BW Research has brought t
exceptional consultants with complementary areas of expertise to
solution for this project. As a small firm with a cadre of exper
can offer big-firm experience with the access to principals and
boutique firm.
Along with Full Capacity Marketing, BW Research will subcontract
Group (telephone data collection) to create the project team. BW
assembled this specific team because of each member's unique yet
sets. As a result, the BW Research Team will achieve all of the
exceed expectations with regard to its deliverables and recommen
The BW Research Team has a long history of providing accurate, t
information to help its clients make informed decisions with dat
ability to connect the dots, meet tight deadlines, and engage a
stakeholders has been repeatedly commended by our partners at th
local levels.
The BW Research TeamÓs depth of experience and expertise makes u
qualified to conduct DublinÓs Parks and Community Services Plan,
Extensive experience designing and administering market research studies for
clients that yield reliable and objective results and inform on-
marketing, and communication strategies;
Specific experience conducting parks and recreation market research and
marketing plans for cities including work for the cities of San Jose, Portland,
San Diego;
An understanding of the changing environment for gathering reli
from residents, customers, and stakeholders and devising a research plan to
maximize participation and gather feedback from those who are ty
less likely to be involved in a survey process;
Experience completing research in surrounding cities and in the Greater East
Bay Area. BW Research worked with the Town of Danville in 2007 and is cu
working with them again and has also worked with the Town of Laf
conducted regional research projects in the Greater East Bay com
Skilled at implementing mixed-method research projects incorporating both
quantitative and qualitative research methods that result in high cooperation
1
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
rates and designing sampling plans that ensure representative an
results;
Applied expertise evaluating current marketing tools and designi
successful brand messaging, positioning, and strategy campaigns that build
awareness and improve market penetration;
Proven experience providing analysis and actionable conclusions and
recommendations that empower our clients based on the research findings. BW
ResearchÓs studies have helped to support higher levels of resid
satisfaction and the development of more effective marketing cam
The proposed scope of work for this study is built upon methodol
developed and improved over the last ten years, but is also dyna
of the project allows us to adapt as we apply the findings of ea
successive component in the project. The project scope also allo
opportunity to start broad in its goals and plans and become mor
more about the key customer segments within the community.
The BW Research Team has a thorough understanding of the goals o
are excited to put our experience and passion for research to wo
Should you have any questions or need additional information, pl
directly at (760) 730-9329 or jwilliams@bwresearch.com. As Co-Founder and President,
I am authorized to contractually bind the firm.
Best,
Josh Williams, President - BW Research Partnership, Inc.
2
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
SW
COPE OF ORK
PHASE 1: KICK-OFF AND DATA GATHERING FOR THE AUDIENCE
DEMOGRAPHIC ASSESSMENT
Prior to beginning the project, BW Research and FCM will meet wi
representatives in-person to go over the research objectives for
the content for the survey and marketing and promotions plan. Du
BW Research Team kick-off meeting, will review the previous rese
City and any other relevant documents to help inform the current
BW Research believes in empowering its clients with information
and qualitative research to better serve their customers and com
are the research experts, we recognize that our clients are the
their community. As such, we will look to city staff to help inf
discussion guide content by working with us to refine the resear
study during our initial kick-off meeting.
A key component in this first phase of the study, BW Research will complete up to 10
executive interviews with stakeholders and target customers to help provide context
the audience demographic assessment. The purpose of the intervie
perceptions and attitudes regarding the Department and the resou
services provided by the three divisions, Heritage & Cultural Ar
Community Services, and the Parks & Facilities Development. This
stakeholders and target customers will be a critical tool in dev
survey instrument, getting buy-in from key decision makers early
target audiences are identified and profiled within the first ph
secondary research assessment will provide demographic and quant
the key customer segments while the executive interviews will pr
qualitative descriptions of key audiences and customers within t
potential barriers that will be tested in the survey.
A comprehensive secondary research process will be undertaken to
audience demographic assessment and key target segments profile. The thorough
analysis of existing demographic data will include sources such
Census, American Community Survey, and EMSI population data. The
Team will work with DublinÓs project management team to define t
Community Services DepartmentÓs target audiences and evaluate an
program use and participation by various target groups. This ana
and profile key current customer segments and underdeveloped pot
segments as well as our expectations of growth and change over t
The analysis of the CityÓs target customer demographics will als
development of the sampling plan for the quantitative survey.
Another key component in the initial phase of the research is th purpose
of the site visit is to develop a more complete understanding of the resources,
facilities, and programs available to DublinÓs Parks and Communi
The site visit will also be used to assess how the current marke
3
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
revised and developed based on the available capacity at the fac
offered by DublinÓs Parks and Community Services Department.
Deliverable: A memo describing the demographic profile of Dublin and more i
its key customer segments for the Parks and Community Services D
memo will also include the key findings and analyses that were d
executive interviews and the site visit. Lastly, the memo will
recommendations for the sampling plan and survey instrument in t
project.
Total Cost Phase 1: $11,905
PHASE 2: QUANTITATIVE SURVEY
For the second phase of the project, BW Research recommends a mi
quantitative telephone survey of 400 or 600 residents that utili
phone calling. The results of the quantitative survey will be us
audience demographic assessment from Phase 1 and identify potent
alignment by assessing current and potential customersÓ opinions
expectations, and barriers. The survey will also provide a valua
communications usage and preferences as well as a measure of cur
resources, facilities and programs by the Parks and Community Se
Questionnaire Design
Through an iterative process, BW Research will work with the Cit
survey instrument that meets all the research objectives of the
BW Research are experts in designing surveys and writing unbiase
easily understood by respondents yet provide the maximum level o
In developing the instrument, BW Research will utilize technique
biases in survey research and minimize potential sources of meas
the survey.
Sampling Method
For the sampling plan, BW Research has extensive experience deve
representative samples based on the research objectives and targ
study. For this study, the research team proposes conducting a s
representative telephone survey of 400 or 600 residents that inc
and listed samples and land line and cell phone calling. The sam
be to utilize a mixed-method sampling plan that incorporates bot
(RDD) methodology (listed and unlisted land line and now cellula
sample of residents (listed land line and cell phone numbers) kn
City or known to be a cell phone number and provide an online su
would prefer to complete online rather than over the phone.
The RDD methodology is based on the concept that all residents w
cellular telephone have an equal probability of being called and
the survey. The cellular RDD is based off the billing address of
and thereby includes numbers regardless of their area code or pr
4
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
supplements the RDD methodology and includes both land lines and
allow for targeted calling to demographic groups of residents ty
in traditional telephone survey research (such as residents 18-3
mixed-method approach will keep the overall project costs low wh
representative sample of residents.
1
With a total adult population of approximately 34,541, Dublin is a diverse community
with sizeable segments in the following demographic groups;
Asian community (over 25% of the total population),
Young adult community (over 25% of the total population between
20 and 34),
Older adult community (over 10% of the total population 60 year
and
Hispanic or Latino community (over 10% of the total population)
BW Research recommends a sample size between 400 and 600 complet
The sample size of 400 provides a margin of error of +/-4.87%, g
of confidence. Meaning 19 times out of 20 the survey results wil
what they would be if every adult in Dublin answered a given que
of 600 provides an overall margin of error of +/- 3.97%, given a
confidence, but more importantly provides greater reliability wh
populations within the community, such as residents 50 years and
one of the CityÓs parks in the last 30 days. If the focus of the
profile, we would recommend the sample size of 400. If the City
delving into and reliably profiling certain target segments, BW
recommend the larger sample size of 600.
BW Research would be happy to discuss the methodological nuances
costs and benefits of different approaches in further detail dur
or kick-off meeting for the project.
Data Collection
BW Research will team with IHR Research Group for telephone data
on this project. The principals at BW Research have worked with
on more than 250 telephone surveys. IHR has highly trained inter
supervisors and consistently follows sophisticated sampling plan
edge of innovative sampling techniques to overcome the inherent
telephone interviewing. IHR is an active member in the Marketing
(MRA) and follows their code of marketing research standards as
standards and ethics set forth by the Council of American Survey
Organizations (CASRO).
Overall, the advantages of a telephone survey over a mail survey
1
Source: 2007 to 2011 American Community Survey 5-Year Estimate
5
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
the time needed for data collection is much shorter than for ma
it almost always has a higher response and cooperation rate tha
we can minimize self-selection biases by monitoring the demogra
respondents who complete the survey and implementing techniques
representativeness of the various demographic groups in the City
we can administer a more advanced survey instrument, with skip
randomization to minimize position bias.
IHR does not use predictive dialers, which are computers that ma
in a delay from the time the respondent answers and says ÐHelloÑ
interviewer gets on the line. By not using predictive dialers, I
respondents hang up or get frustrated and refuse to speak with t
higher cooperation rate than can be achieved by most telephone d
In addition to the on-going training they receive as IHR Researc
interviewing staff assigned to the project will be involved in a
training and briefing session. BW Research will be involved in t
with IHR Research supervisors, to train all interviewing staff o
project before going into the field.
BW Research will pre-test the survey instrument to ensure that a
questions are easily understood by respondents. IHR Research uti
monitoring system to allow BW Research and IHR Research supervis
interviews during pre-testing so that any necessary changes can
efficiently. The pre-test also allows us to test the effectivene
in gaining participation and maximizing the response rate for th
Interviews will be conducted from 5:00 pm to 9:00 pm Monday thro
10:00 am to 2:00 pm on Saturday and Sunday to ensure that reside
who are not at home during the week have an opportunity to parti
does not recommend calling any earlier than 5:00 on weekdays to
representativeness of results. Residents that are home all day Î
not work or are retired but do not participate in activities out
very different sub-group that should not be targeted in a repres
Throughout data collection, four to five callbacks will be made
BW Research will be in contact with IHR Research on a daily basi
interviewer training and survey pre-test and receiving updates o
basis to monitor the demographics and geographic distribution of
complete the survey.
Language Translation and Interviewing
If requested, BW Research can translate the survey and conduct i
languages other than English. According to the five-year (2007 t
Community Survey estimate, 10.5 percent of DublinÓs population s
than Ðvery well.Ñ Based on Census figures, Asian and Pacific Isl
a little over half of the population that speaks English less th
6
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Indo-European languages and Spanish. BW Research would be happy
pros and cons of translating the survey and conducting interview
than English, such as Cantonese, Mandarin, or Spanish during the
kick-off meeting for the project. The additional scope would inc
$1,000 to $3,000 dollars depending on the language and the exten
we would need to complete to get a relevant sample size of lingu
respondents.
Data Processing, Analysis, and Written Report
The team at BW Research is comprised of experts in the field wit
processing and analysis. We hold ourselves to extremely high qua
and evaluate each project individually to find the best way to p
Research will check all data for accuracy and completeness prior
analysis. We will also code any verbatim, qualitative responses
enhance the analysis.
BW Research will examine the demographic characteristics of resp
universe of residents 18 years and older from the latest Census
Decennial or American Community Survey) prior to conducting any
will allow BW Research to assess whether the data should be weig
accurately represent the universe of residents and increase the
results.
Collecting demographic information at the end of the survey from
us the ability to look at cross-tabulations of the data for ever
whether differences exist among specific sub-groups of residents
such as by presence of children in the household, length of resi
ethnicity.
Topline Report and Meeting
Within one week of completing data collection, BW Research will
Dublin with a preliminary topline report of the results, which i
summary of the survey data. BW Research will also meet with the
discuss the initial findings and any specific requests for the c
report.
Market Research Report Î Audience Demographic Assessment & Surve
The team at BW Research strives to provide our clients with reli
actionable results. We spend considerable time interpreting the
the research findings into meaningful conclusions and recommenda
research objectives of the study. We believe it is our job to co
readers and the City of Dublin representatives who need to take
of the study.
BW Research is committed to producing research products that:
Are concise and focused on applying the research;
7
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Are produced for the appropriate audience;
Are visually appealing and easy to view on the web;
Empower staff and officials to have ongoing use of their data.
BW Research prides itself on selecting the most appropriate meth
results of the study. We choose the best combination of narrativ
displays, and tables to highlight the results. BW Research striv
information in our reports that illustrates a point or shows a f
objectives. We will not include crosstabulation tables in a repo
report. We only include charts and tables that tell a story or w
relevant to the research objectives emerged. The report will inc
audience demographic assessment and the survey results.
Deliverables: Survey instrument, topline report, and market research report.
deliverables would build upon the first two phases of the projec
and qualitative assessment of residents and key customer segment
foundation for the third and fourth phases of the study includin
profile and identified barriers and obstacles for any marketing
Total Cost Phase 2: $17,600
PHASE 3: EVALUATION OF CURRENT MARKETING TOOLS
FCM will conduct a comprehensive communications audit to evaluat
and communications tools, to determine the quality and value of
objectives and goals. The audit consists of the following elemen
An inventory of all collateral materials, website(s), social me
eMarketing tools.
An evaluation of all messaging to determine if communication pl
to engage target audiences.
An analysis of new and current customer awareness methods.
A baseline search engine optimization assessment of the organiz
website(s) using key word searches to determine organic search e
rankings.
Review of web analytics compared to benchmark data.
Social media accounts including branding/skin, type and quality
engagement results, and engagement ratios.
Social media management tools and data.
eMarketing methods including messaging, frequency, open rates,
conversions to calls to actions.
Profile of opt-in registrants.
8
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Optional: mystery shopping to determine staff ability to engage
customers, and other internal departmentÓs ability to refer appr
Deliverable: Communications audit Î This audit will provide a comprehensive
assessment of how the Department is communicating with the resid
also the connectivity with specific key customer groups. The aud
opportunities for improving marketing and communications to resi
customer segments. The audit will also identify key metrics that
from the first three phases of the study, to guide marketing and
decisions today and in the future as city resident and customer
Total Cost Phase 3: $12,715
PHASE 4: MARKETING AND PROMOTIONS PLAN: PRIMARY & SECONDARY
TARGETS - SCP
FCM will conduct a strategy session with the Department Manageme
the results of the Communications Audit, and establish clearly d
audiences, and market segments. Current internal processes for m
communications, and outreach would be identified, along with a d
would use the market research results from the initial project p
results to available benchmark data, to develop a comprehensive
plan would include the following elements:
1) Overall objectives and goals with identified targets and metr
2) Identified target audiences and market segments.
3) Key messages for each target audience to include specific, me
action and value propositions for engagement.
4) Communication mediums to reach target audiences based on comm
preferences as identified in the market research phase. These el
include social media, mobile marketing, eMarketing, partnership
other internal departments or outside organizations, collateral
buys, and/or public relations.
5) Tactical execution plan with key action steps and timelines.
FCM will conduct a strategy session to review the marketing plan
Management team and refine based on customer feedback. Upon plan
FCM will work with the Department Management team to develop a Ð
training to engage key stakeholders outlined in the marketing pl
activities.
Deliverable: Marketing and promotions plan, training, and timeline. The fin
will encapsulate the findings from all four phases of the study
step directions for a marketing and promotions plan for the Depa
Total Cost Phase 4: $14,780
9
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Q
UALIFICATIONS
BW Research Partnership, Inc. (BW Research) has brought together
exceptional consultants with complementary areas of expertise to
solution for the study. As a small firm with a cadre of expert c
can offer big-firm experience with the access to principals and
boutique firm.
BW Research will serve as the prime consultant on the project an
Full Capacity Marketing, Inc. (FCM), and IHR Research Group to c
team. BW Research has assembled this specific team because of ea
unique yet complementary skill sets. As a result, the BW Researc
of the projectÓs objectives and exceed expectations with regard
BW Research is a full-service research firm specializing in publ
non-profit organizations, government agencies, and corporations
answers to empower effective decision making. We provide researc
secondary research, qualitative research (e.g., focus groups, st
and quantitative research (e.g., telephone, mail, and web survey
Research is a small business (certified through the State of Cal
General Services) with offices in Carlsbad, California and Wrent
BW ResearchÓs principals each have over ten years experience dev
resident public opinion, customer, and stakeholder research.
Incorporated in 2003, FCM is a national woman-owned California c
offices in San Diego, California and Washington, D.C. FCM recent
consecutive International Davey Award which recognizes outstandi
communications work among small, global firms. FCM is a change a
organizations use private sector principles as a catalyst to bui
strategic partnerships. The end result has garnered FCMÓs custom
in additional funding, and put FCM on the radar screen as a bran
state, and local government agencies. FCM is a Woman Business En
Owned Small Business/Economically Disadvantaged Woman-Owned Smal
Small Local Business Enterprise, Small Business Enterprise/Micro
and Disadvantaged Business Enterprise.
IHR Research Group was founded in 1976 and specializes in high q
telephone data collection and related support services at a reas
Research Group currently maintains two officesÏone in Southern C
Las Vegas, Nevada. IHR maintains approximately 150 interviewing
a staff of more than 300 interviewers, including a staff of bili
Interviewers represent a wide range of ages and cultural backgro
equal opportunity employer.
The BW Research TeamÓs depth of experience covers all the key ar
successful project:
Extensive experience designing and administering market research studies for
clients that yield reliable and objective results and inform on-
marketing, and communication strategies;
10
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Specific experience conducting parks and recreation market research and
marketing plans for cities including work for the cities of San Jose, Portland,
San Diego;
An understanding of the changing environment for gathering reli
from residents, customers, and stakeholders and devising a research plan to
maximize participation and gather feedback from those who are ty
less likely to be involved in a survey process;
Experience completing research in surrounding cities and in the Greater East
Bay Area. BW Research worked with the Town of Danville in 2007 and is cu
working with them again and has also worked with the Town of Laf
conducted regional research projects in the Greater East Bay com
Skilled at implementing mixed-method research projects incorporating both
quantitative and qualitative research methods that result in high cooperation
rates and designing sampling plans that ensure representative an
results;
Applied expertise evaluating current marketing tools and designi
successful brand messaging, positioning, and strategy campaigns that build
awareness and improve market penetration;
Proven experience providing analysis and actionable conclusions and
recommendations that empower our clients based on the research findings. BW
ResearchÓs studies have helped to support higher levels of resid
satisfaction and the development of more effective marketing cam
PROJECT TEAM
The project team that BW Research is proposing for the City of D
and dynamic. The BW Research Team has the applied experience of
organization with the level of customer service that is more oft
boutique consulting firm. The BW Research Team is committed to t
work collaboratively with the City of Dublin on all aspects of t
BW Research
Josh Williams Î President, BW Research Î Project Manager
As Co-Founder and Principal Researcher at BW Research Partnershi
responsible for the firmÓs resident opinion research, workforce
development research, and voter and political feasibility studie
and directing the day to day operations of the firm.
Mr. WilliamsÓ work has included numerous resident research proje
agencies, including parks and recreation studies, city satisfact
planning, public safety research, transportation studies, and co
including product testing and market sizing.
11
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Prior to founding BW Research, Mr. Williams was Director of Rese
coast-based research firm. While there, Mr. Williams directed or
research projects over a six-year period with an aggregate budge
dollars.
With a passion and deep understanding of resident and economic d
research, Mr. Williams has been a keynote speaker on resident an
development research topics at several conferences and summits,
lecturer at different universities on applied research methods.
Mr. Williams is well-versed in a wide array of sophisticated qua
analyze data and, more importantly, provide clear directions for
research findings. Mr. Williams received his B.A. in Internation
George Washington University and his M.A. in Economics from Cali
University, Long Beach. Mr. Williams also teaches economics on o
College and serves as Vice President of the Executive Board for
Community Services.
Philip Jordan Î Vice President, BW Research
Philip Jordan is the Vice President and Principal of BW Research
adept project manager and analytical problem-solver, employing m
identify issues and solutions for clients. For his public sector
often require secondary data and extensive qualitative research.
communication skills and is an expert at presenting complex info
of audiences.
Prior to founding Green LMI in 2009 (and merging with BW Researc
Jordan was the Director of the San Diego and Imperial Region Cen
where he provided training and skill gap analysis to the nine co
region. His research focused primarily on economic and workforce
managing the Center, Mr. Jordan was a consultant for Mass Insigh
firm in Boston, Massachusetts focused on international competiti
and voter research, and was an Associate at Bingham McCutchen wh
real estate, environmental, and aviation law. Philip is a publis
lecturer at San Diego State University.
Jaime Lynn Barrah Î Director of Research, BW Research
As Co-Founder and Principal Researcher at BW Research Partnershi
Barrah specializes in research methodology, data analysis, inter
development of clear and concise research deliverables. Ms. Barr
providing clients with the information needed to answer question
efforts, and improve their communities through high quality rese
deliverables.
Prior to founding BW Research, Ms. Barrah worked as the Associat
at the same west coast-based research firm where Mr. Williams wa
there, Ms. Barrah directly managed over 150 research projects du
tenure, including design, management, analysis, and presentation
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
BarrahÓs work includes projects for cities, counties, libraries,
districts, transportation agencies, school districts, universiti
workforce development agencies, financial institutions, corporat
consultants.
Ms. Barrah is also an experienced institutional researcher who s
working in the California community college system. A published
received her B.A. in Psychology from the University of Californi
in Industrial and Organizational Psychology from California Stat
Bernardino.
Veronica Williams Î Chief Technology Officer, BW Research
As Co-Founder and Chief Technology Officer at BW Research, Veron
responsible for designing, developing, and maintaining the firmÓ
including Internet surveys, relational databases, and dynamic we
Williams is also responsible for all graphic design work that th
deliverables, surveys, or communication pieces.
Ms. Williams specializes in developing both the front-end user i
of scalable and reliable web applications. In the last twelve mo
programmed over 10 web surveys and developed an interactive tool
results.
Prior to founding BW Research, Ms. Williams worked as the senior
BAX Global, where she supervised the web applications team and e
international websites and data retrieval systems were working a
Williams has also been the lead developer on several application
to provide data to different audiences.
Ryan Young Î Research Analyst, BW Research
As a Research Analyst at BW Research, Mr. Young supports the fir
resident and customer research, workforce and economic developme
market research.
Prior to joining BW Research, Mr. Young worked as a Project Cont
Forest Service/PNW Research Station and Higher Education Policy
Research Assistant, and Graduate Teaching Assistant/Instructor f
University System.
Mr. Young received his B.A. in Psychology from Chapman Universit
Public Policy from Oregon State University.
Full Capacity Marketing
Celina Shands Gradijan Î President/CEO, Full Capacity Marketing
FCM is led by Celina Shands Gradijan, a former American Marketin
Marketer of the Year and a two-time Women Who Mean Business fina
B.S in Business and Marketing and has over 25 years experience a
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
facilitator. Her private sector experience with Fortune 500 comp
building systematic approaches in the public sector, finding cre
shrinking budgets, and aligning staff around organizational obje
is a sought-after keynote speaker and trainer at national and st
conferences. Prior to FCM, Celina held multiple executive level
communications positions including Levi Strauss, various Califor
agencies, and the County of San Diego. She is well versed in all
marketing, and communications including brand strategies, market
relations, media buying, creative design, advertising, web devel
strategic planning, and consensus building and facilitation. Cel
television shows and served as editor-at-large for magazines and
Michele Killman Î Senior Brand Manager, Full Capacity Marketing
Michele is responsible for qualitative and quantitative research
planning and brand strategies. SheÓs held multiple executive lev
with Apple Computer, Inc., Merchandising Avenue, and Elemental S
is a graduate from the University of California, San Diego, and
in marketing and communications. She will support FCMÓs presiden
solutions and meeting attendance.
Donna Ryals Î Senior Account Manager, Full Capacity Marketing
Donna is a Cum Laude graduate in Business Administration and Mar
Meredith College in Raleigh, NC. For the past twelve years, Donn
marketing management positions including California Quivers, Inc
Market Intelligence Division and Family Health International. He
and implementation of eMarketing campaigns, brand strategies, pu
planning, and marketing and communications plans. Donna manages
for FCM and ensures that project details are on time and on budg
Rebecca Tall Î Senior Account Manager, Full Capacity Marketing
Rebecca is a graduate in Business Administration and Marketing f
University and the Recipient of the prestigious Presidential Sch.SheÓs held
marketing management positions for the past seven years includin
City Farmers Nursery in San Diego. RebeccaÓs skill sets include
buying, public relations and marketing and communications plans.
Microsoft Office Suite: MS Project, MS FrontPage, PageMaker, Ado
Acrobat, Photoshop, SPSS Statistical software, Decision Software
(Dot Net Nuke), Sugar CRM Systems, PHP editor and is aCEMA Certi
Rebecca manages client relationships for FCM and supports the We
background in Flash, Php, Dot Net Nuke 4, ASP, SiteStudio.
Ivan Freaner Î Creative Design Director, Full Capacity Marketing
As FCMÓs Creative Design Director, Ivan has been immersed in the
creative field for the past ten years, and has taught digital de
Photoshop, Illustrator, and Color Theory for New York University
large-scale design projects, eMarketing and advertising campaign
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Football League, Hugo Boss, Nordstrom, RightGin, 3G Technologies, American
Express, BET - Black Entertainment Television, AIG Insurance (Mé
PETCO.com,Mrs.Dash.com, SkyMall.com and St. Yves. IvanÓs creativ
specialties include logo identities, brand guidelines, print, en
PowerPoints, interactive Websites with eCommerce and social medi
campaigns. Ivan is fluent in Spanish and French and is a graduat
Arts College in San Diego, CA.
Kathy Doucette Î Senior Web Developer, Full Capacity Marketing
Kathy is responsible for the development and implementation of F
and web applications. She has worked in the high-tech industry f
Unisys, Tandem, and Progress Software with client application in
and support management. Kathy interfaces with marketing and desi
design concept, marketing messages and desired functionality is
professional, well performing site. She is proficient in XHTML/C
Access, MS SQL, PHP, Dreamweaver, Fireworks, Photoshop, and Flas
worked on multiple outreach campaigns developing user-friendly a
websites and is experienced in web design, content management sy
design, code development, hosting, social networking integration
optimization, and database design.
Chris Kausel Î Senior Web Developer, Full Capacity Marketing
As a classically trained MIT graduate, Chris has over 14 years o
expertise. He has served as Sr. UI Analyst and Developer and Web
Uptake.com,Ambassadors, LLC and AvantGo. Chris is aclient-facing engineer w
strong business acumen and exceptional skills in analysis, devel
creative, platforms and software. Chris is proficient in XHTML/C
Access, MS SQL, PHP, Dreamweaver, Fireworks, Photoshop, Illustra
administration, MySQL administration, CVS and stays current with
development tools. He is a seasoned developer with LAMP / CakePH
JavaScript / Prototype / script.aculo.us, Flash / ActionScript.
creative side of the house with extensive graphics and illustrat
sprite development and icons, AV editing (photo editing w/Photos
w/Final Cut, audio mixing/mastering w/Logic Pro), and copy writi
IHR Research Group
Lynn Stalone Î Partner, IHR Research Group
Ms. Stalone joined IHR Research Group in 1980 and was named part
more than 25 years experience in the marketing research industry
involved in all aspects of marketing research including qualitat
experimental methodologies. For the past 15 years, Lynn has mana
services and client liaison for the firm, as well as the day-to-
collection and support services division. Ms. Stalone attended C
Fullerton with a double major of Biology and Marketing and has c
with annual courses in various areas of the field.
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Ms. Stalone is an active participant in the research community.
positions in the Marketing Research Association, including Chapt
Southern California and volunteers on several task force groups.
AAPOR, MRA and AMA. Ms. Stalone has been awarded the Professiona
Certification (PRC), Expert Level by the MRA.
Telephone Interviewing Staff, IHR Research Group
IHR Research Group employs a permanent staff of market research
interviewing staff is specifically trained in market research da
substantial investment in training before new interviewers begin
and throughout their employment with the firm. Interviewer candi
screened for phone manner, clarity of voice, vocabulary, and com
aptitude. Once hired, interviewers are trained extensively, incl
for the staff which focus on topics such as probing techniques,
answers verbatim, controlling difficult interview situations, et
wide range of ages and cultural backgrounds, including a large n
English-Spanish. IHR is an equal opportunity employer. Unlike ma
collection firms, IHR does not use temporary staffing agencies f
16
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
T
IMELINE
Below is our estimated timeline for the project. Based on the in
RFP, the BW Research Team estimates it will take approximately f
complete the entire project. For illustration purposes, we have
of Tuesday, January 22, 2012 and have provided the City with one
time to review each of the deliverables. The BW Research Team is
final version of the marketing plan will be ready for adoption b
18, 2013. Our confidence comes from completing numerous projects
aggressive schedules than the one proposed. Please feel free to
commitment to project timelines with our clients.
Project Task Estimated Dates
Phase 1: Demographic Assessment
Project Kick-Off Meeting January 22
Review of Background Research and Population Demographics Januar
Data Gathering for Audience Demographic Assessment January 28 Î
Recruit and Schedule Executive Interview Participants January 28
Develop Discussion Guide for Executive Interviews January 28 Î F
Site Visit (One Day in the Following Window) Feb 1 Î Feb 8
City Review of Discussion Guide Feb 1 Î Feb 7
Revisions, if needed, to Finalize Discussion Guide Feb 7 Î Feb 8
Conduct up to 10 Executive Interviews by Phone Feb 11 Î 15
Deliver Memo from Phase 1 to City Feb. 20
Phase 2: Quantitative Survey
Develop Sampling Plan for the Survey Feb 15 - 19
Develop Survey Draft Feb 15 - 19
City Review of Draft Survey Feb 20 - 26
Revisions, if needed, to Finalize Survey Content Feb 26 - 27
Program and Pre-test the Survey Feb 27 - 28
Revisions, if needed, based on Pre-Test Mar 1 - 4
Conduct 400 Telephone Interviews with Residents Mar 4 - 12
Compile, Process, and Analyze the Survey Data Mar 12 - 14
Prepare an Initial Question-by-Question Summary of the Survey Re
Phone Meeting with City to Discuss Findings Mar 18 - 22
Develop Market Research Report of Findings Mar 18 - 27
City Review of Report Mar 28 Î Apr 3
Revisions, if needed, to Finalize Report Apr 3 Î 4
Deliver Market Research Report to City Apr 5
Phase 3: Communications Audit
Initial Online Meeting with Project Team - Preparation and Meeti
Finalize Timeline for Phases 3 and 4 and Communication Processes
Conduct Communications Audit Mar 20 Î Apr 5
Review of All Collaterals & Messaging Across All Mediums
Website Review and SEO Baseline Analysis & Analytics
Review of Social Media Accounts
eMarketing & Technology Assessment
Analysis & Report Apr 8 - 19
Analysis & Report Draft 1
City Review of Report Apr 19 Î Apr 25
Revisions, If Needed, to Finalize Report Apr 25 - 26
Deliver Analysis & Report to City Apr 29
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Phase 4: Marketing and Promotions Plan
Marketing & Tactical Execution Plan with Metrics Apr 29 Î May 17
Draft 1 Marcomm Plan
City Review of Plan May 9 Î May 15
Revisions, If Needed, to Finalize Plan May 15 - 16
Deliver Plan to City May 17
Presentation from All Four Phases:
Present Plan and Key Findings to Management Team May 20 -31
Presentation of Plan and Refinements
Development of Live Your Brand Training Materials May 20 -31
Training Development
Review Training Materials with Management Team & Refine
Prepare and Facilitate Training
Presentation of Results Î All Other Audiences TBD
Remain Available to Answer Questions Related to the Research Ong
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
B
UDGET
Below is our fixed-fee to complete the entire project. BW Resear
of Dublin with the costs associated with conducting the Parks an
Marketing Plan Project. The fixed-fee estimate includes up to si
presentations and a quantitative telephone survey up to 15 minut
as the project parameters do not change from those proposed (e.g
length of survey, method of data collection), the costs will not
spends more hours on the project than originally estimated.
TasksCost
Phase 1 - Demographic Assessment
Project Kick-Off Meeting$750
Data Gathering for Target Segment Demographic Assessment$2,250
Recruit and Schedule Executive Interview Participants$930
Develop Discussion Guide for Executive Interviews$1,500
Site Visit Preparation and Completion$925
Conduct up to 10 Executive Interviews by Phone$1,350
Produce Memo from Phase 1 & Project Analysis$1,950
Travel to Onsite$1,500
Phase 1 Project Management$750
Phase 1 - Not to Exceed11,905$
TasksCost
Phase 2 - Quantitative Survey
Develop Sampling Plan & Survey Instrument$1,750
Programming Survey$975
Pre-testing, Training, & Monitoring for Telephone Survey$750
Conduct 400 Telephone Interviews with Residents$9,500
Compile, Process, and Analyze Survey Data with Toplines & Cross-
Prepare Initial Report of Findings$2,750
Phase 2 Project Management$750
Phase 2 - Not to Exceed17,600$
TasksCost
Phase 3 - Communications Audit
Communication Audit Preparation and Meeting$350
Finalize Timeline & Processes$375
Review of All Collaterals & Messaging Across All Mediums$2,000
Website Review and SEO Baseline Analysis & Analytics$1,760
Review of Social Media Accounts$1,320
eMarketing & Technology Assessment$660
Analysis & Communications Audit Report Draft 1$2,000
Final Report & Onsite Meeting$2,100
Travel to Onsite$900
Phase 3 Project Management$1,250
Phase 3 - Not to Exceed12,715$
19
Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
TasksCost
Phase 4: Marketing Plan & Staff Training
Marketing & Tactical Execution Plan with Metrics$3,720
Review Draft and Finalize$2,800
Presentation of Plan with Refinements$2,100
Training Development$1,760
Review Training Materials with Management Team & Refine$350
Prepare and Facilitate Training$2,100
Travel to Onsite$700
Phase 4 Project Management$1,250
Phase 4: Not to Exceed14,780$
Phases 1 - 4 $57,000
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
R
EFERENCES
BW Research has designed and conducted over 300 research studies
and not-for-profit agencies. Our team has a thorough understandi
study and its principals have direct experience conducting simil
agencies. We suggest that you contact any of our previous or cur
better assessment of the quality of our work and our commitment
deliverables. Although the references below provide a sense for
of our experience, we will be happy to provide dozens of additio
CITY OF SOLANA BEACH, CALIFORNIA
Project: Market Research and Marketing and Communications Plan
Contact: Dave Ott, City Manager, (858) 720-2431
Project Description: The City of Solana Beach worked with BW Res
Capacity Marketing to survey Solana Beach residents and merchant
Solana Beach FirstÑ Campaign. The resident survey was designed t
current satisfaction with the shopping and dining opportunities
as well as their campaign awareness. FCM services included facil
teams in brand strategy; marketing and communications plan; and
development for Shop Solana Beach.
CITY OF SAN JOSÉ, CALIFORNIA
Project: Parks, Recreation, and Neighborhood Services Resident R
Contact: Rafael Gomez, Project Manager, (408) 793-5571
Project Description: BW Research completed two resident opinion
the City of San JosÓs Department of Parks, Recreation, and Neig
The Greenprint Study was comprised of 1,000 telephone surveys an
residentsÓ overall parks and recreation priorities for the City
residentsÓ current use and satisfaction with parks and outdoor r
and walkways, and indoor recreational activities.
Six hundred residents were interviewed for the second survey, wh
residentsÓ current use, satisfaction, and priorities for San Jos
recreation facilities. Both surveys were offered in English, Spa
Research developed separate comprehensive reports for each proje
presenting the findings in the near future.
CITY OF SAN DIEGO
Project: Parks and Recreation Needs Assessment & Planning Survey
Contact: Mary Wright, Deputy Director Planning Division (Grantvi
(619) 236-7258
Howard Greenstein, Park Designer (Parks and Recreation Needs Ass
(619) 525-8233
Project Description: In 2008, BW Research worked with the City o
Jones and Stokes (planning consultant) on a community planning s
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Grantville Redevelopment Area (small area of approximately 12,00
support the development of a Master Plan. In 2011, BW Research w
of San Diego on a parks and recreation needs assessment survey w
more prominent Community Planning Areas. The research identified
priorities of residents in the different Community Planning Area
and recreation resources, facilities and services.
TOWN OF DANVILLE, CALIFORNIA
Project: Senior Parks and Recreation Needs Assessment
Contact: Marcia Somers, Previously Assistant Town Manager in Dan
became City Manager for Los Altos, (650) 947-2740
Project Description: BW Research completed a comprehensive senio
recreation needs assessment for the Town of Danville. The main r
the project was to understand the parks and recreation needs, op
behaviors of DanvilleÓs senior community to ensure that adequate
as the TownÓs senior population continues to grow. The study was
community workshops with residents, a Town council workshop, a s
representative telephone survey of residents, and executive inte
services to seniors within the community. Following an aggressiv
project was completed in three and a half months.
BW Research is currently working with the Town of Danville on an
development study of the Town and the surrounding region.
CITY OF SPRINGFIELD, OREGON
Project: FireMed Market Research
Contact: Bart Noll, Director, (541) 744-3375
Project Description: BW Research worked with the City of Springf
research of its FireMed ambulance service program to identify th
people decide to join, or not join, FireMed and identify future
increase FireMed membership. BW Research utilized a mixed method
sampling techniques to capture the most representative data, inc
random-digit dial methodology and a supplemental listed telephon
cell phones) and Internet panel to ensure representativeness of
of age.
As a result of our recent research and recommendations for the C
OregonÓs FireMed Program, FireMed had its biggest percentage gai
since 1993, with a substantial cut in their marketing budget and
economy.
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Parks and Community Services Marketing Plan: Proposal
Presented to the City of Dublin
Additional References for Full Capacity Marketing
COUNTY OF TULARE, CALIFORNIA
Contact: Adam Peck, Executive Director, (559) 713-5213
Services: Executive team facilitation; communications audit; mar
strategy; marketing and communications plan; redesigned website;
Live your Brand training.
CENTRALINA COUNCIL OF GOVERNMENTS, NORTH CAROLINA
Contact: Laura S. Mundell, Director, (704)-348-2720
Services: Communications audit; brand strategy; marketing and co
website development; social media integration.
CITY OF CLEVELAND AND CUYAHOGA COUNTY, OHIO
Contact: Allison Motz, Executive Director, (216)-548-2014
Services: Created all marketing materials; negotiated cause-mark
public relations activities; project management from start to fi
deploy the brand strategies.
23