HomeMy WebLinkAbout2007-03-30; Carlsbad Tourism Business Improvement District; 0307-17; Destination Analysts for Positioning StudyCARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT
AGENDA BILL
TITLE:AB# 0307-17
MTG. 3-30-07
POSITIONING STUDY
DEPT. ADMIN
SERVICES
SELECTION OF THE WRIGHT GROUP AND
DESTINATION ANALYSTS FOR
ORIGINATOR
JUNSEL
RECOMMENDED ACTION:
Adopt Resolution No. 2007-3 authorizing the selection of the Wright Group and Destination
Analysts to perform the positioning study.
ITEM EXPLANATION:
At its January 9, 2007 meeting, the Carlsbad Tourism Business Improvement District
(CTBID) Board of Directors authorized the distribution of a request for proposal (RFP) for a
positioning study. The RFP was distributed on Tuesday, January 9, 2007, and was due
back to staff on January 30, 2007. The following five firms responded to the RFP:
• North Star Destination Strategies
• Destination Analysts
• Miriello Grafico
• West Third Group
• The Wright Group
i
A subcommittee of the CTBID Board reviewed the RFPs for firm and staff qualifications,
experience and expertise, responsiveness, cost and any value added services. Upon
completion of the review process, the committee recommends The Wright Group to be the
lead consultant on the project with Destination Analysts being recommended to perform the
on-line survey portion of the project.
The Wright Group is a marketing consultancy with an expertise in finding innovative
solutions to marketing strategy and branding problems through the use of qualitative
research and brainstorming. Destination Analysts is a marketing research firm specializing
in the travel and tourism industry. The CTBID Board Subcommittee recommends that
through the combination of the innovation marketing approach of The Wright Group and the
expertise in tourism of Destination Analysts make the combination the best value to the City
to perform the positioning analysis.
ENVIRONMENTAL IMPACT:
This action does not approve any projects that will have a physical adverse affect on the
environment so it falls within the general rule under CEQA that this is not a project (CEQA
Regulation 153789(b)).
PAGE 2 OF AGENDA BILL NO. 0307-17
FISCAL IMPACT:
The CTBID 2006-07 budget includes a line item for contractual services to be determined in
the amount of $168,205. The cost for The Wright Group's portion of the project is $70,000
and the cost for Destination Analysts portion of the project is $25,000. Sufficient funds are
available in the current budget to cover these costs.
EXHIBITS:
1. Resolution No. 2007-3
2. Agreement with The Wright Group
3. Agreement with Destination Analysts
DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2409, email cqerh@ci carlsbad.ca us
EXHIBIT 1
1 RESOLUTION NO. 2007-3
2 A RESOLUTION OF THE CARLSBAD TOURISM BUSINESS
IMPROVEMENT DISTRICT (CTBID) BOARD OF DIRECTORS
AUTHORIZING THE SELECTION OF THE WRIGHT GROUP
4 AND DESTINATION ANALYSTS TO PERFORM A
POSITIONING STUDY
5
6 WHEREAS, the Carlsbad Tourism Business Improvement District (CTBID) was
7 formed by the City Council of the City of Carlsbad, California on November 15, 2005; and
8 WHEREAS, the CTBID Board of Directors has all of the powers, duties and
9 responsibilities provided to it under the Parking and Business Improvement Area Law of 1989,
10 Section 36500 et seq. of the Streets and Highway Code, and Chapter 3.37 of the Carlsbad
11 Municipal Code; and
12 WHEREAS, the powers of the CTBID Board of Directors include the ability to contract
13 for services directly related to tourism promotion and marketing of the City of Carlsbad as a
14 travel destination; and
15 WHEREAS, the CTBID Board of Directors intends to undertake a marketing program
16 designed to increase tourism activities within the City of Carlsbad; and
17 WHEREAS, the CTBID Board of Directors further intends to contract for services to
18 perform a positioning study; and
19 | WHEREAS, the Wright Group and Destination Analysts have been determined to be the
20 most qualified to conduct the positioning study; and
21 WHEREAS, sufficient funds are available in the 2006-07 budget.
22 NOW, THEREFORE, BE IT RESOLVED by the Bbard of Directors of the Carlsbad
23 Tourism Business Improvement District, as follows:
24 1. That the above recitations are true and correct.
2. That the firms the Wright Group and Destination Analysts are selected to perform
the positioning study.
26 3. The agreement between the Wright Group and the CTBID and Destination Analysts
and the CTBID are hereby approved and the Board Chair and Clerk are hereby
27 authorized and directed to execute said agreements.
28
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the3^ day of
2007, by the following vote to wit:
AYES:
NOES:
ABSENT:
APRIL SHUTE
Chairperson
ATTEST:
Pro Tern Clerk of the
Carlsbad Tourism Business Improvement District
-2-
EXHIBIT 2
AGREEMENT FOR POSITIONING STUDY
The Wright Group
THIS AGREEMENT is made and entered into as of the 30th day of March .
2007 by and between the CARLSBAD TOURISM BUSINESS IMPROVEMENT
DISTRICT, ("CTBID"), and The Wright Group, a Corporation . ("Contractor").
RECITALS
A. CTBID requires the professional services of a company that is
experienced in positioning.
B. Contractor has the necessary experience in providing professional
services and advice related to positioning
C. Selection of Contractor is expected to achieve the desired results in an
expedited fashion.
D Contractor has submitted a proposal to CTBID and has affirmed its
willingness and ability to perform such work.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants
contained herein, CTBID and Contractor agree as follows:
1. SCOPE OF WORK
CTBID retains Contractor to perform, and Contractor agrees to render, those services
(the "Services") that are defined in attached Exhibit "A", which is incorporated by this
reference in accordance with this Agreement's terms and conditions.
2. STANDARD OF PERFORMANCE
While performing the Services, Contractor will exercise the reasonable professional
care and skill customarily exercised by reputable members of Contractor's profession
practicing in the Metropolitan Southern California Area, and will use reasonable
diligence and best judgment while exercising its professional skill and expertise.
3. TERM
The term of this Agreement will be effective for a period of one year from the date first
above written.
4. TIME IS OF THE ESSENCE
Time is of the essence for each and every provision of this Agreement.
5. COMPENSATION
The total fee payable for the Services to be performed during the initial Agreement term
will be Seventy Thousand dollars ($70,000). No other compensation for the Services will
be allowed except for items covered by subsequent amendments to this Agreement
CTBID Attorney Approved Version #11 28 06
EXHIBIT 2
The CTBID reserves the right to withhold a ten percent (10%) retention until CTBID has
accepted the work and/or Services specified in Exhibit "A".
Incremental payments, if applicable, should be made as outlined in attached Exhibit "A".
6. STATUS OF CONTRACTOR
Contractor will perform the Services in Contractor's own way as an independent
contractor and in pursuit of Contractor's independent calling, and not as an employee of
CTBID. Contractor will be under control of CTBID only as to the result to be
accomplished, but will consult with CTBID as necessary. The persons used by
Contractor to provide services under this Agreement will not-be considered employees
of CTBID for any purposes.
The payment made to Contractor pursuant to the Agreement will be the full and
complete compensation to which Contractor is entitled. CTBID will not make any
federal or state tax withholdings on behalf of Contractor or its agents, employees or
subcontractors. CTBID will not be required to pay any workers' compensation insurance
or unemployment contributions on behalf of Contractor or its employees or
subcontractors. Contractor agrees to indemnify CTBID within thirty (30) days for any
tax, retirement contribution, social security, overtime payment, unemployment payment
or workers' compensation payment which CTBID may be required to make on behalf of
Contractor or any agent, employee, or subcontractor of Contractor for work done under
this Agreement. At the CTBID's election, CTBID may deduct the indemnification amount
from any balance owing to Contractor.
7. SUBCONTRACTING
Contractor will not subcontract any portion of the Services without prior written approval
of CTBID. If Contractor subcontracts any of the Services, Contractor will be fully
responsible to CTBID for the acts and omissions of Contractor's subcontractor and of
the persons either directly or indirectly employed by the subcontractor, as Contractor is
for the acts and omissions of persons directly employed by Contractor. Nothing
contained in this Agreement will create any contractual relationship between any
subcontractor of Contractor and CTBID. Contractor will be responsible for payment of
subcontractors. Contractor will bind every subcontractor and every subcontractor of a
subcontractor by the terms of this Agreement applicable to Contractor's work unless
specifically noted to the contrary in the subcontract and approved in writing by CTBID.
8. OTHER CONTRACTORS
The CTBID reserves the right to employ other Contractors in connection with the
Services.
9. INDEMNIFICATION
Contractor agrees to indemnify and hold harmless the CTBID and its officers, officials,
employees and volunteers from and against all claims, damages, losses and expenses
CTBID Attorney Approved Version #11 28.06
EXHIBIT 2
including attorneys fees arising out of the performance of the work described herein
caused by any negligence, recklessness, or willful misconduct of the Contractor, any
subcontractor, anyone directly or indirectly employed by any of them or anyone for
whose acts any of them may be liable.
The parties expressly agree that any payment, attorney's fee, costs or expense CTBID
incurs or makes to or on behalf of an injured employee under the CTBID's self-
administered workers' compensation is included as a loss, expense or cost for the
purposes of this section, and that this section will survive the expiration or early
termination of this Agreement.
10. BUSINESS LICENSE
Contractor will obtain and maintain a City of Carlsbad Business License for the term of
the Agreement, as may be amended from time-to-time.
11. ACCOUNTING RECORDS
Contractor will maintain complete and accurate records with respect to costs incurred
under this Agreement. All records will be clearly identifiable. Contractor will allow a
representative of CTBID during normal business hours to examine, audit, and make
transcripts or copies of records and any other documents created pursuant to this
Agreement. Contractor will allow inspection of all work, data, documents, proceedings,
and activities related to the Agreement for a period of three (3) years from the date of
final payment under this Agreement.
12. OWNERSHIP OF DOCUMENTS
All work product produced by Contractor or its agents, employees, and subcontractors
pursuant to this Agreement is the property of CTBID. In the event this Agreement is
terminated, all work product produced by Contractor or its agents, employees and
subcontractors pursuant to this Agreement will be delivered at once to CTBID.
Contractor will have the right to make one (1) copy of the work product for Contractor's
records.
13. COPYRIGHTS
Contractor agrees that all copyrights that arise from the services will be vested in CTBID
and Contractor relinquishes all claims to the copyrights in favor of CTBID. <
14. NOTICES
The name of the persons who are authorized to give written notices or to receive written
notice on behalf of CTBID and on behalf of Contractor under this Agreement.
CTBID Attorney Approved Version #11 28 06
EXHIBIT 2
ForCTBID:
Name: Cheryl Gerhardt
Title: CTBID Staff
Department: Administrative Services
City of Carlsbad
1635 Faraday Ave.
Carlsbad, CA 92008
Phone No. (760) 602-2409
For Contractor:
Name_
Title
Judith Wright
President
Address 1261 Lattie Lane
Valley. CA 94961-3407
Phone No. 415-388-1515
Each party will notify the other immediately of any changes of address that would
require any notice or delivery to be directed to another address.
15. CONFLICT OF INTEREST
CTBID will evaluate Contractor's duties pursuant to this Agreement to determine
whether disclosure under the Political Reform Act and CTBID's Conflict of Interest Code
is required of Contractor or any of Contractor's employees, agents, or subcontractors.
Should it be determined that disclosure is required, Contractor or Contractor's affected
employees, agents, or subcontractors will complete and file with the CTBID Clerk those
schedules specified by CTBID and contained in the Statement of Economic Interests
Form 700.
Contractor, for Contractor and on behalf of Contractor's agents, employees,
subcontractors and consultants warrants that by execution of this Agreement, that they
have no interest, present or contemplated, in the projects affected by this Agreement.
Contractor further warrants that neither Contractor, nor Contractor's agents, employees,
subcontractors and consultants have any ancillary real property, business interests or
income that will be affected by this Agreement or, alternatively, that Contractor will file
with the CTBID an affidavit disclosing this interest.
16. GENERAL COMPLIANCE WITH LAWS
Contractor will keep fully informed of federal, state and local laws and ordinances and
regulations which in any manner affect those employed by Contractor, or in any way
affect the performance of the Services by Contractor. Contractor will at all times observe
and comply with these laws, ordinances, and regulations and will be responsible for the
compliance of Contractor's services with all applicable laws, ordinances and regulations.
Contractor will be aware of the requirements of the Immigration Reform and Control Act
of 1986 and will comply with those requirements, including, but not limited to, verifying
the eligibility for employment of all agents, employees, subcontractors and consultants
that the services required by this Agreement.
CTBID Attorney Approved Version #11 28 06
EXHIBIT 2
17. DISCRIMINATION AND HARASSMENT PROHIBITED
Contractor will comply with all applicable local, state and federal laws and regulations
prohibiting discrimination and harassment.
18. DISPUTE RESOLUTION
If a dispute should arise regarding the performance of the Services the following
procedure will be used to resolve any questions of fact or interpretation not otherwise
settled by agreement between the parties. Representatives of Contractor or CTBID will
reduce such questions, and their respective views, to writing. A copy of such
documented dispute will be forwarded to both parties involved along with recommended
methods of resolution, which would be of benefit to both parties. The representative
receiving the letter will reply to the letter along with a recommended method of
resolution within ten (10) business days. If the resolution thus obtained is unsatisfactory
to the aggrieved party, a letter outlining the disputes will be forwarded to the CTBID
Manager. The CTBID Manager will consider the facts and solutions recommended by
each party and may then opt to direct a solution to the problem. In such cases, the
action of the CTBID Manager will be binding upon the parties involved, although nothing
in this procedure will prohibit the parties from seeking remedies available to them at law.
19. TERMINATION
In the event of the Contractor's failure to prosecute, deliver, or perform the Services,
CTBID may terminate this Agreement for nonperformance by notifying Contractor by
certified mail of the termination. If CTBID decides to abandon or indefinitely postpone
the work or services contemplated by this Agreement, CTBID may terminate this
Agreement upon written notice to Contractor. Upon notification of termination,
Contractor has five (5) business days to deliver any documents owned by CTBID and all
work in progress to CTBID address contained in this Agreement. CTBID will make a
determination of fact based upon the work product delivered to CTBID and of the
percentage of work that Contractor has performed which is usable and of worth to
CTBID in having the Agreement completed. Based upon that finding CTBID will
determine the final payment of the Agreement.
Either party upon tendering thirty (30) days written notice to the other party may
terminate this Agreement. In this event and upon request of CTBID, Contractor will
assemble the work product and put it in order for proper filing and closing and deliver it
to CTBID. Contractor will be paid for work performed to the termination date; however,
the total will not exceed the lump sum fee payable under this Agreement. CTBID will
make the final determination as to the portions of tasks completed and the
compensation to be made.
20. COVENANTS AGAINST CONTINGENT FEES
Contractor warrants that Contractor has not employed or retained any company or
person, other than a bona fide employee working for Contractor, to solicit or secure this
CTBID Attorney Approved Version #11 28 06
EXHIBIT 2
Agreement, and that Contractor has not paid or agreed to pay any company or person,
other than a bona fide employee, any fee, commission, percentage, brokerage fee, gift,
or any other consideration contingent upon, or resulting from, the award or making of
this Agreement. For breach or violation of this warranty, CTBID will have the right to
annul this Agreement without liability, or, in its discretion, to deduct from the Agreement
price or consideration, or otherwise recover, the full amount of the fee, commission,
percentage, brokerage fees, gift, or contingent fee.
21. CLAIMS AND LAWSUITS
By signing this Agreement, Contractor agrees that any Agreement claim submitted to
CTBID must be asserted as part of the Agreement process as set forth in this
Agreement and not in anticipation of litigation or in conjunction with litigation. Contractor
acknowledges that if a false claim is submitted to CTBID, it may be considered fraud
and Contractor may be subject to criminal prosecution. Contractor acknowledges that
California Government Code sections 12650 et seq., the False Claims Act applies to
this Agreement and, provides for civil penalties where a person knowingly submits a
false claim to a public entity. These provisions include false claims made with deliberate
ignorance of the false information or in reckless disregard of the truth or falsity of
information. If CTBID seeks to recover penalties pursuant to the False Claims Act, it is
entitled to recover its litigation costs, including attorney's fees. Contractor acknowledges
CTBID Attorney Approved Version #11 28 06
EXHIBIT 2
that the filing of a false claim may subject Contractor to an administrative debarment
proceeding as the result of which Contractor may be prevented to act as a Contractor
on any public work or improvement for a period of up to five (5) years. Contractor
acknowledges debarment by another jurisdiction is grounds for CTBID to terminate this
Agreement.
21. JURISDICTIONS AND VENUE
Any action at law or in equity brought by either of the parties for the purpose of
enforcing a right or rights provided for by this Agreement will be tried in a court of
competent jurisdiction in the County of San Diego, State of California, and the parties
waive all provisions of law providing for a change of venue in these proceedings to any
other county.
23 SUCCESSORS AND ASSIGNS
It is mutually understood and agreed that this Agreement will be binding upon CTBID
and Contractor and their respective successors. Neither this Agreement or any part of it
nor any monies due or to become due under it may be assigned by Contractor without
the prior consent of CTBID, which shall not be unreasonably withheld.
24. ENTIRE AGREEMENT
This Agreement, together with any other written document referred to or contemplated
by it, along with the purchase order for this Agreement and its provisions, embody the
entire Agreement and understanding between the parties relating to the subject matter
of it. In case of conflict, the terms of the Agreement supersede the purchase order.
Neither this Agreement nor any of its provisions may be amended, modified, waived or
discharged except in a writing signed by both parties.
AUTHORITY
The individuals executing this Agreement and the instruments referenced in it on behalf
of Contractor each represent and warrant that they have the legal power, right and
actual authority to bind Contractor to the terms and conditions of this Agreement.
CONTRACTOR
(sign here) C7 (sign here)
t(prmt (pnnt name/title)
;— i^ hr - *-s-&c*/=- (.c^-x ,,„.., ^,
J - F~ ^ *^*~ & w»«..<*fT-C><W..7 - (e-mail address)(e-mail address)
CTBID Attorney Approved Version #11 28 06
'1
EXHIBIT 2
CTBID
Carlsbad, California
CTBID Board Chair
?AINE M. W&QD
CTBID Clerk
ATTEST:
If required by CTBID, proper notarial acknowledgment of execution by contractor
must be attached. If a Corporation. Agreement must be signed by one corporate
officer from each of the following two groups.
*Group A.
Chairman,
President, or
Vice-President
**Group B.
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or
assistant secretary under corporate seal empowering the officer(s) signing to bind the
corporation.
APPROVED AS TO FORM:
RONALD R. BALL, CTBID General Counsel
By:
City Attorney f6
CTBID Attorney Approved Version #04 01 02
EXHIBIT A
abby stokes Judith wright brendan hickey
January 30, 2007
Positioning Study
c/o Cheryl Gerhardt
Administrative Services Department
City of Carlsbad
'1635 Faraday Avenue
Carlsbad, CA 92008
Via e-mail
Dear Cheryl:
Thank you for the opportunity to present this proposal. It would be a privilege to work
with you on the Carlsbad Positioning Study.
I have read and agree to be bound by the terms and conditions of the RFP. My only
question about the contract is obtaining a City of Carlsbad Business License. I presume
this is very straightforward, and as our business is registered in the state of California,
we anticipate no tax issues.
This study is a great project for The Wright Group, and I feel certain we can identify key
insights and develop clear positioning and development recommendations for Carlsbad.
Again, thank you for this opportunity to propose. I will call to follow up.
Sincerely,
Judith Wright "
www wright-group.com
judith@\vnght-group com brendan@\vnght-group com abby@\vnght-group com
1261 Lattie Lane Mill Valley, CA 94941-3407 T 4153881515 F 4153889713
Carlsbad Positioning Study Project Overview
The city wishes to grow its tourism sector and wants to identify a positioning for Carlsbad
that will attract tourists. In order to achieve this, we recommend the following steps:
Objectives Methodology Specifications
1,Immersion
To identify insights and ideas from key stakeholders
Data sharing,
phone briefing
and m-person
Work Session
Stakeholders' eg
General Managers
of key resorts/hotels,
CTBID members,
local newspaper
editor, etc
2A, Customer Insight
Understand why Carlsbad tourists have chosen to come
Understand their approach to travel and leisure in general
and how this frames their choice of a trip to Carlsbad
Understand what other destinations they most relate to,
including the relationship they have with Carlsbad
Identify key insights from which to generate positioning ideas
30 Intercept
Interviews
10 In-depth
Interviews
Carlsbad tourists
28. Prospect Insight
Understand why tourists have chosen to go to Solano Beach,
Del Mar, Laguna Beach, etc , but not Carlsbad
Understand their awareness and perceptions of Carlsbad
Identify barriers we need to address in positioning ideas for
Carlsbad
30 Intercept
Interviews in
surrounding
towns
Tourists in surroundm
towns
3. Interactive Innovation Presentation
The Wright Group presents conclusions and
recommendations from our research including a range of
Carlsbad positioning directions and development ideas •
Work Session Stakeholders
Methodology:
1, Immersion
Prior to starting research, we will hold a phone orientation to: bring us up to date on
current thinking; review any relevant previous research; discuss project goals and
concerns in-depth; discuss possible Carlsbad claims of distinction; identify possible
positioning ideas; discuss surrounding and competitive destinations' positionings;
understand the city's plans for future development; identify ideal tourist locations for
intercept research; review current customer profiles, competitive data; and discuss any
other relevant information.
The day before we start our customer and prospect research we will hold an in-person
Work Session meeting where we work with key stakeholders to understand all
perspectives. By bringing key issues to light at the start of the project, this ensures that
each stakeholder feels that they have been heard and their perspectives have been
addressed in the research. We would ask relevant questions, including:
• What associations do you want tourists to have when they think of Carlsbad?
• What is the ideal personality for Carlsbad? What do you want Carlsbad to
stand for?
• What types of experiences would you want tourists to have when visiting
Carlsbad?
We will want to stimulate positioning thinking and use techniques to encourage that. For
example, "Projective Faces" would be a useful technique for developing strategically
grounded positioning and development ideas. We expose stakeholders to a range of
pictures of people who represent potential Carlsbad tourists. Each participant selects a
picture and brings the person to life by giving them a name, occupation, approach to
vacations, and so forth. Once the person has been brought to life, we explore their
possible feelings about Carlsbad, what the barriers to coming to Carlsbad are, and what
we could communicate that would be motivating to this person. From this we derive
candid statements that can form the basis of positioning concepts.
^PF'""5"?!fr 4JL. .jsa
2. Customer Insight Prospect
Intercept Interviews
Intercept interviews are the optimum methodology to help us understand why tourists
have chosen Carlsbad. By interviewing tourists as they are experiencing Carlsbad, we
can connect with their perceptions of Carlsbad in an immediate way, and are more likely
to uncover great insights into what Carlsbad offers. We can also discuss:
• Why they have chosen to come to Carlsbad
• Whether their expectations have been met or not
• What they love about Carlsbad
• How it compares to other destinations
• Other destinations they consider comparable
• What they have done while in Carlsbad
• How they have spent their money
• Whether they have purchased any mementos of their vacation
• Trips outside of Carlsbad that they have taken
• What surprises they have experienced in Carlsbad
• What is unique about Carlsbad
• What improvements they hope Carlsbad will make over the next ten years, and
so forth.
We can shadow and observe them as they connect with Carlsbad on the most tangible
and personal levels. We will have their ear, and vice versa, as they interact with
Carlsbad. Through these interviews we will understand what symbols, icons and
experiences are expected, anticipated and experienced. We will also observe and
analyze other tourists' behaviors to develop insights into the unique benefits of visiting
Carlsbad.
We should select intercept locations that are representative of Carlsbad's tourist
destinations and lodging choices. This would include recruiting tourists from hotels and
shadowing and interviewing them as they experience Carlsbad by doing what they plan to
do. Detailed specifications and locations would be developed upon project approval.
Each of these thirty intercept interviews will last approximately 20 minutes to half an hour.
In-depth Interviews
We will invite those intercept participants that we find most promising to an in-depth
interview in a hotel suite. We will hold 10 in-depths, and they will last approximately one
hour each. During these interviews, we will fully explore our tourists' relationship with
Carlsbad and use projective techniques to help us unearth fresh learning and insights.
These techniques help us get the most from our research participants. Examples of
some techniques we might consider include:
wri'p|iit croup
Market Restructuring
In this exercise, we ask participants to place competitive destinations along the spectrum
of opposing viewpoints, to ascertain their relative positions, strengths and weaknesses.
Destinations:
Carlsbad Solano Beach Del Mar
Laguna Beach Rancho Santa Fe San Diego
Palm Springs Las Vegas Santa Barbara
Place viewpoint cards on opposite ends on the table:
• More Relaxing/More Exciting
• More To Do/Less To Do
• More Fun/Less Fun
• Premium / Value or Luxury/Basic
• More My Kind of Place / Less My Kind of Place
• Changing in a Positive Way/Changing in a Negative Way
• Unique and Distinctive/Commonplace, Unsurprising
Ask respondents about each viewpoint:
• What does it mean to be ?
• What is required to be at this position (for the positive ones)?
• What does it take to be a leader in this area?
Place all competitive destination cards on table, and ask respondents to place them along
a spectrum between these opposing viewpoints, probing:
• Why are they placed there?
• What does this say about them?
• What makes one better than the other?
Destination Personification:
We believe consumers perceive and experience a destination on various levels:
1. The level of skills (obvious, factual attributes)
2. The level of personality (the emotional, affective aspects of a destination)
3. The level of relationship (how consumers relate to a destination, and how they feel the
destination relates to them)
To help us get to the second and third levels, we use Destination Personification, where
participants imagine Carlsbad as a person who has just walked into the room We ask
participants to think of who this person is, and to describe him/her. Probe: male/female,
what wearing, how behaving, personality, occupation, where live, kinds of friends.
Describe potential relationship with this person, what role might they have in your life.
Repeat for competitive destinations and compare.
Unfinished Stories
We ask respondents to complete a story, probing the feelings and emotions of the people
and experiences they are describing:
Issue: Customer Image
David and Jane went to Carlsbad on a long weekend break. Looking at them, you'd say
they're the type of people who
Issue: Emotional Connection
Claire always feels something special when she visits Carlsbad. Describe what Claire
feels and why she feels that way.
Analysis and Interpretation
We cannot impose a position on the city of Carlsbad, it needs to grow from our learning.
Our positioning recommendations need to feel authentic to Carlsbad and, ideally, it needs
to fit with Carlsbad more than any other destination. All of this research will enable us to
identify the essence of the Carlsbad brand.
We will complete this in-depth analysis of the research and develop a comprehensive
Power Point presentation. The insights and positioning ideas that we identify will be
presented in a worksession-type ideation meeting that we call an Interactive Innovation5"1
Presentation Session.
3, Interactive Innovation Presentation
The goals of our Interactive Innovation5"1 Presentation Session are for stakeholders to:
• Believe in our conclusions and recommendations
• Build on our positioning ideas
• Embrace the positioning recommendations and be motivated to make them a
foundation of future programs
• Identify how the city should evolve to better deliver on the. vision of these new
positionings
An Interactive Innovation5"1 Presentation generally includes approximately eight
participants and two Wright Group members, and lasts about five hours. Judith Wright
and Abby Stokes would act as facilitators of our presentation. We would personally
manage the process and ensure that participants are comfortable and stimulated, so that
they may do their best work.
As well as presenting our conclusions and recommendations, we would use our insights
from the research as springboards for the team to ideate from. We will also select or
create techniques to stimulate creative, directed thinking.
Analysis Beyond This Session
The Wright Group will analyze and interpret the outcome of this session and create a
document that provides a written account of the most promising positioning and
development ideas that have been generated. The project output is expected to
culminate with between one and three final recommended positionings.
Briefing a Design Agency '
The Wright Group can team with a design agency to realize the vision. We have worked
with numerous talented companies. The M-Line in San Francisco have much tourism and
municipal experience, we have worked with them for over ten years. Scout Creative in
Encinitas also comes highly recommended.
Community Involvement (Optional)
During the Immersion phase, we may wish to invite the Carlsbad community to participate
in our research. We could build a survey website that allows residents to tell us:
• What is distinctive about Carlsbad, as a place to live and work?
• What is distinctive about Carlsbad, as a place to relax and vacation?
• What do you believe makes Carlsbad great?
• When guests visit you, what do they most enjoy about Carlsbad?
• What are Carlsbad's must-do's?
• How would you describe the quality of life in Carlsbad?
• How would you describe Carlsbad's personality?
This method will build community involvement and provide interesting insights from
residents.
Project Team
Our three founding partners would run this project. Judith would be the day-to-day
contact and Project Director.
Judith is President of The Wright Group, a marketing consultancy with an
expertise in finding innovative solutions to marketing strategy and branding problems
through the use of qualitative research and brainstorming. Judith loves the challenges
and stimulation of her work, and has more than 20 years' experience in positioning,
communication, new product development, attitudinal segmentation and brand equity,
extension, and revitalization work. She has over fifteen years' experience applying an
anthropological framework to the study of consumer behavior.
Judith started her career in advertising in England (Redheads Advertising), then enjoyed
consulting positions in New York for eight years with Dunham & Marcus (marketing
consultants) and Kane, Bortree & Associates (a positioning and new product development
shop). For the past fourteen years, she has been in San Francisco: first as Vice
President of Planning at Freeman Marketing (a new product and advertising agency) and
then as a Partner at The B/R/S Group (marketing counsel, qualitative research). She
launched The Wright Group at the turn of the new century. Judith gained her BA in
Marketing (1st class Honors) from Hull Business School, England and her MA in Product
Innovation from the Royal College of Art, London, England.
Hickey is the Creative Director and a founding partner of The Wright Group.
He brings keen insights and a very readable immediacy to our analyses. Brendan began
writing concept copy some 20 years ago in New York, where he met and began working
with Judith before signing on with The Wright Group at its inception. Brendan gained his
BA in English and Psychobiology from Oberlin College.
Abigail Stokes is a Vice President at The Wright Group and has worked with Judith for
over fifteen years. Abby brings tremendous charisma and energy to all her projects.
Whether moderating groups or facilitating ideation sessions, she draws on her acting and
improvisational skills (Yale Drama School, National Theater Institute) to keep participants
engaged and the ideas flowing.
One of the fascinations of their work is the diversity of categories that The Wright Group
works in. They have a wealth of experience in the automotive and retailing sectors, travel
and tourism, emerging technology and applications, packaged goods and financial
services. The Wright Group have worked on the positioning strategy for numerous
brands, including American Express, Disney, Microsoft, Nestle and Toyota. We have a
solid base in the travel category, including work with Avis, Budget, Cendant, GPTMC,
Marriott Hotels, Oakland Airport, RCI and Singapore Airlines.
Recent positioning projects include:
For The Platinum Guild International
• Develop a new positioning direction that equates platinum with today's conception of
love
For Budget Rent-A-Car
• Identify the key values shared by Budget's best customers so that we can develop the
optimum positioning for Budget Rent-A-Car
For GAP
• Develop positioning platforms for babyGAP and GAP Kids, including in-depth
executional guidelines for translating the positioning into advertising and in-store
merchandising
For GPTMC
• Develop a positioning for the city of Philadelphia that gives consumers a new
appreciation of the city
For Bally Total Fitness
• Develop the positioning for a new weight loss program concept
For a private investment group
• Develop the positipning for a new therapeutic health spa and healing center
For Yosemite National Institutes
• Identify the optimum positoning for YNI in order to maximize the Institutes' fundraising
potential
References
Deborah Diamond
Director of Research, Greater Philadelphia Tourism Marketing Corporation
Work: 215 599 0231
Deborah@gptmc.com
The Wright Group has worked with Deborah on two projects. The first project (2004)
combined intercept interviews and in-depth interviews with tourists, and brainstorming
with the GPTMC team. The second was a focus group project a few months ago.
Becky Alseth
Sr. VP of Marketing, Avis Budget
Work: 973 496 4328
Becky.Alseth@AvisBudget.com
We have worked with Becky, on numerous projects, for over ten years.
Carlsbad Brand Customer Study Costs
30 Carlsbad intercept interviews @ $700 = $21,000
10 in-depth interviews @ $1,500 = $15,000
30 prospect intercept interviews @$700 = $21,000
Interactive Innovation3171 Presentation Session =$ 7.000
Total $64,000
These prices include all project management; development of the screener
questionnaires, writing the intercept and interview guides; preparation of stimulus for the
interviews; facilitating the Immersion Work Session, all interviewing including incentives
for the in-depth interviews; debriefs following the interviews; compiling detailed analysis
and interpretation in a comprehensive final presentation document including writing of
between 1-3 recommended positioning concepts; facilitating the Interactive Innovation5111
Presentation Session; and all other administrative expenses. All costs are +/-10%. They
do not include filming fees (if used); out-of-pocket expenses for food and location rental
for our worksession meetings (if incurred); fees for the community survey website
(optional method); shipping, or travel expenses. This fee will be billed in two installments,
50% at the beginning of the project, due upon receipt and a final bill after the project is
completed, due within 30 days.
Carlsbad Positioning Timing
Week
1-2
3-4
5-7
8
9-10
Major Activities
Orientation, develop screener and
stimulus mate'rials
Conduct Immersion Work Session
Interviews, 10-ln-depth Interviews,
interview guide and any techniques or
, 30 Carlsbad tourists Intercept
30 prospect Intercept Interviews
Detailed analysis and interpretation of research, identify positioning
recommendations; develop Power Point Interactive Innovation5"1
Presentation document
Facilitate Interactive Innovation®"1 Presentation Session
Final revision and document
Cheryl, thank you for the privilege of presenting this proposal. The prospect of working
with you on this study is very exciting. I'll call to follow up.
Sincerely,
Judith Wright
10
EXHIBITS
AGREEMENT FOR POSITIONING STUDY
Destination Analysts
THIS AGREEMENT is made and entered into as of the 30th day of March ,
2007 by and between the CARLSBAD TOURISM BUSINESS IMPROVEMENT
DISTRICT, ("CTBID"), and Destination Analysts, a Corporation . ("Contractor").
RECITALS
A. CTBID requires the professional services of a company that is
experienced in positioning.
B. Contractor has the necessary experience in providing professional
services and advice related to positioning
C. Selection of Contractor is expected to achieve the desired results in an
expedited fashion.
D. Contractor has submitted a proposal to CTBID and has affirmed its
willingness and ability to perform such work
NOW, THEREFORE, in consideration of these recitals and the mutual covenants
contained herein, CTBID and Contractor agree as follows:
1. SCOPE OF WORK
CTBID retains Contractor to perform, and Contractor agrees to render, those services
(the "Services") that are defined in attached Exhibit "A", which is incorporated by this
reference in accordance with this Agreement's terms and conditions.
2. STANDARD OF PERFORMANCE
While performing the Services, Contractor will exercise the reasonable professional
care and skill customarily exercised by reputable members of Contractor's profession
practicing in the Metropolitan Southern California Area, and will use reasonable
diligence and best judgment while exercising its professional skill and expertise.
3. TERM
The term of this Agreement will be effective for a period of one year from the date first
above written.
4. TIME IS OF THE ESSENCE
Time is of the essence for each and every provision of this Agreement.
5. COMPENSATION
The total fee payable for the Services to be performed during the initial Agreement term
will be Twenty Five Thousand dollars ($25,000). No other compensation for the
Services will be allowed except for items covered by subsequent amendments to this
CTBID Attorney Approved Version #11 28 06
EXHIBITS
Agreement. The CTBID reserves the right to withhold a ten percent (10%) retention until
CTBID has accepted the work and/or Services specified in Exhibit "A".
Incremental payments, if applicable, should be made as outlined in attached Exhibit "A".
6. STATUS OF CONTRACTOR
Contractor will perform the Services in Contractor's own way as an independent
contractor and in pursuit of Contractor's independent calling, and not as an employee of
CTBID. Contractor will be under control of CTBID only as to the result to be
accomplished, but will consult with CTBID as necessary. The persons used by
Contractor to provide services under this Agreement will not be considered employees
of CTBID for any purposes.
The payment made to Contractor pursuant to the Agreement will be the full and
complete compensation to which Contractor is entitled. CTBID will not make any
federal or state tax withholdings on behalf of Contractor or its agents, employees or
subcontractors. CTBID will not be required to pay any workers' compensation insurance
or unemployment contributions on behalf of Contractor or its employees or
subcontractors. Contractor agrees to indemnify CTBID within thirty (30) days for any
tax, retirement contribution, social security, overtime payment, unemployment payment
or workers' compensation payment which CTBID may be required to make on behalf of
Contractor or any agent, employee, or subcontractor of Contractor for work done under
this Agreement. At the CTBID's election, CTBID may deduct the indemnification amount
from any balance owing to Contractor.
7. SUBCONTRACTING
Contractor will not subcontract any portion of the Services without prior written approval
of CTBID. If Contractor subcontracts any of the Services, Contractor will be fully
responsible to CTBID for the acts and omissions of Contractor's subcontractor and of
the persons either directly or indirectly employed by the subcontractor, as Contractor is
for the acts and omissions of persons directly employed by Contractor. Nothing
contained in this Agreement will create any contractual relationship between any
subcontractor of Contractor and CTBID. Contractor will be responsible for payment of
subcontractors. Contractor will bind every subcontractor and every subcontractor of a
subcontractor by the terms of this Agreement applicable to Contractor's work unless
specifically noted to the contrary in the subcontract and approved in writing by CTBID.
8. OTHER CONTRACTORS
The CTBID reserves the right to employ other Contractors in connection with the
Services.
9. INDEMNIFICATION
Contractor agrees to indemnify and hold harmless the CTBID and its officers, officials,
employees and volunteers from and against all claims, damages, losses and expenses
CTBID Attorney Approved Version #11 28 06
EXHIBITS
including attorneys fees arising out of the performance of the work described herein
caused by any negligence, recklessness, or willful misconduct of the Contractor, any
subcontractor, anyone directly or indirectly employed by any of them or anyone for
whose acts any of them may be liable.
The parties expressly agree that any payment, attorney's fee, costs or expense CTBID
incurs or makes to or on behalf of an injured employee under the CTBID's self-
administered workers' compensation is included as a loss, expense or cost for the
purposes of this section, and that this section will survive the expiration or early
termination of this Agreement.
10. BUSINESS LICENSE
Contractor will obtain and maintain a City of Carlsbad Business License for the term of
the Agreement, as may be amended from time-to-time.
11. ACCOUNTING RECORDS
Contractor will maintain complete and accurate records with respect to costs incurred
under this Agreement. All records will be clearly identifiable. Contractor will allow a
representative of CTBID during normal business hours to examine, audit, and make
transcripts or copies of records and any other documents created pursuant to this
Agreement Contractor will allow inspection of all work, data, documents, proceedings,
and activities related to the Agreement for a period of three (3) years from the date of
final payment under this Agreement.
12. OWNERSHIP OF DOCUMENTS
All work product produced by Contractor or its agents, employees, and subcontractors
pursuant to this Agreement is the property of CTBID. In the event this Agreement is
terminated, all work product produced by Contractor or its agents, employees and
subcontractors pursuant to this Agreement will be delivered at once to CTBID.
Contractor will have the right to make one (1) copy of the work product for Contractor's
records.
13. COPYRIGHTS
Contractor agrees that all copyrights that arise from the services will be vested in CTBID
and Contractor relinquishes all claims to the copyrights in favor of CTBID.
14. NOTICES
The name of the persons who are authorized to give written notices or to receive written
notice on behalf of CTBID and on behalf of Contractor under this Agreement.
CTBID Attorney Approved Version #11 28 06
EXHIBITS
For Contractor:
Name Dave Bratton
Title President
Address 1737 Union Street
San Francisco, CA 94123
Phone No. 415-307-3283
ForCTBID:
Name: Cheryl Gerhardt
Title: CTBID Staff
Department: Administrative Services
City of Carlsbad
1635 Faraday Ave.
Carlsbad, CA 92008
Phone No. (760) 602-2409
Each party will notify the other immediately of any changes of address that would
require any notice or delivery to be directed to another address.
15. CONFLICT OF INTEREST
CTBID will evaluate Contractor's duties pursuant to this Agreement to determine
whether disclosure under the Political Reform Act and CTBID's Conflict of Interest Code
is required of Contractor or any of Contractor's employees, agents, or subcontractors.
Should it be determined that disclosure is required, Contractor or Contractor's affected
employees, agents, or subcontractors will complete and file with the CTBID Clerk those
schedules specified by CTBID and contained in the Statement of Economic Interests
Form 700
Contractor, for Contractor and on behalf of Contractor's agents, employees,
subcontractors and consultants warrants that by execution of this Agreement, that they
have no interest, present or contemplated, in the projects affected by this Agreement.
Contractor further warrants that neither Contractor, nor Contractor's agents, employees,
subcontractors and consultants have any ancillary real property, business interests or
income that will be affected by this Agreement or, alternatively, that Contractor will file
with the CTBID an affidavit disclosing this interest.
16. GENERAL COMPLIANCE WITH LAWS
Contractor will keep fully informed of federal, state and local laws and ordinances and
regulations which in any manner affect those employed by Contractor, or in any way
affect the performance of the Services by Contractor. Contractor will at all times observe
and comply with these laws, ordinances, and regulations and will be responsible for the
compliance of Contractor's services with all applicable laws, ordinances and regulations.
Contractor will be aware of the requirements of the Immigration Reform and Control Act
of 1986 and will comply with those requirements, including, but not limited to, verifying
the eligibility for employment of all agents, employees, subcontractors and consultants
that the services required by this Agreement
CTBID Attorney Approved Version #11 28 06
EXHIBITS
17. DISCRIMINATION AND HARASSMENT PROHIBITED
Contractor will comply with all applicable local, state and federal laws and regulations
prohibiting discrimination and harassment.
18. DISPUTE RESOLUTION
If a dispute should arise regarding the performance of the Services the following
procedure will be used to resolve any questions of fact or interpretation not otherwise
settled by agreement between the parties. Representatives of Contractor or CTBID will
reduce such questions, and their respective views, to writing. A copy of such
documented dispute will be forwarded to both parties involved along with recommended
methods of resolution, which would be of benefit to both parties. The representative
receiving the letter will reply to the letter along with a recommended method of
resolution within ten (10) business days. If the resolution thus obtained is unsatisfactory
to the aggrieved party, a letter outlining the disputes will be forwarded to the CTBID
Manager. The CTBID Manager will consider the facts and solutions recommended by
each party and may then opt to direct a solution to the problem. In such cases, the
action of the CTBID Manager will be binding upon the parties involved, although nothing
in this procedure will prohibit the parties from seeking remedies available to them at law.
19. TERMINATION
In the event of the Contractor's failure to prosecute, deliver, or perform the Services,
CTBID may terminate this Agreement for nonperformance by notifying Contractor by
certified mail of the termination. If CTBID decides to abandon or indefinitely postpone
the work or services contemplated by this Agreement, CTBID may terminate this
Agreement upon written notice to Contractor. Upon notification of termination,
Contractor has five (5) business days to deliver any documents owned by CTBID and all
work in progress to CTBID address contained in this Agreement. CTBID will make a
determination of fact based upon the work product delivered to CTBID and of the
percentage of work that Contractor has performed which is usable and of worth to
CTBID in having the Agreement completed. Based upon that finding CTBID will
determine the final payment of the Agreement.
Either party upon tendering thirty (30) days written notice to the other party may
terminate this Agreement. In this event and upon request of CTBID, Contractor will
assemble the work product and put it in order for proper filing and closing and deliver it
to CTBID. Contractor will be paid for work performed to the termination date; however,
the total will not exceed the lump sum fee payable under.this Agreement. CTBID will
make the final determination as to the portions of tasks completed and the
compensation to be made.
20. COVENANTS AGAINST CONTINGENT FEES
Contractor warrants that Contractor has not employed or retained any company or
person, other than a bona fide employee working for Contractor, to solicit or secure this
CTBID Attorney Approved Version #11 28 06
EXHIBITS
Agreement, and that Contractor has not paid or agreed to pay any company or person,
other than a bona fide employee, any fee, commission, percentage, brokerage fee, gift,
or any other consideration contingent upon, or resulting from, the award or making of
this Agreement. For breach or violation of this warranty, CTB1D will have the right to
annul this Agreement without liability, or, in its discretion, to deduct from the Agreement
price or consideration, or otherwise recover, the full amount of the fee, commission,
percentage, brokerage fees, gift, or contingent fee.
21. CLAIMS AND LAWSUITS
By signing this Agreement, Contractor agrees that any Agreement claim submitted to
CTBID must be asserted as part of the Agreement process as set forth in this
Agreement and not in anticipation of litigation or in conjunction with litigation. Contractor
acknowledges that if a false claim is submitted to CTBID, it may be considered fraud
and Contractor may be subject to criminal prosecution. Contractor acknowledges that
California Government Code sections 12650 et seq., the False Claims Act applies to
this Agreement and, provides for civil penalties where a person knowingly submits a
false claim to a public entity. These provisions include false claims made with deliberate
ignorance of the false information or in reckless disregard of the truth or falsity of
information. If CTBID seeks to recover penalties pursuant to the False Claims Act, it is
entitled to recover its litigation costs, including attorney's fees. Contractor acknowledges
that the filing of a false claim may subject Contractor to an administrative debarment
proceeding as the result of which Contractor may be prevented to act as a Contractor
on any public work or improvement for a period of up to five (5) years. Contractor
acknowledges debarment by another jurisdiction is grounds for CTBID to terminate this
Agreement.
22. JURISDICTIONS AND VENUE
Any action at law or in equity brought by either of the parties for the purpose of
enforcing a right or rights provided for by this Agreement will be tried in a court of
competent jurisdiction in the County of San Diego, State of California, and the parties
waive all provisions of law providing for a change of venue in these proceedings to any
other county.
23. SUCCESSORS AND ASSIGNS
It is mutually understood and agreed that this Agreement will be binding upon CTBID
and Contractor and their respective successors. Neither this Agreement nor any part of
it nor any monies due or to become due under it may be assigned by Contractor without
the prior consent of CTBID, which shall not be unreasonably withheld.
24. ENTIRE AGREEMENT
This Agreement, together with any other written document referred to or contemplated
by it, along with the purchase order for this Agreement and its provisions, embody the
entire Agreement and understanding between the parties relating to the subject matter
of it. In case of conflict, the terms of the Agreement supersede the purchase order.
CTBID Attorney Approved Version #11 28.06
EXHIBIT 3
Neither this Agreement nor any of its provisions may be amended, modified, waived or
discharged except in a writing signed by both parties.
25. AUTHORITY
The individuals executing this Agreement and the instruments referenced in it on behalf
of Contractor each represent and warrant that they have the legal power, right and
actual authority to bind Contractor to the terms and conditions of this Agreement.
CONTRACTOR CTBID
Carlsbad, California
RRAfNE M. WOOD
CTBID Clerk
7 /(sign here)
5" i n Iva 1103
(print name/title)
(e-mail address)
If required by CTBID, proper notarial acknowledgment of execution by contractor
must be attached. If a Corporation. Agreement must be signed by one corporate
officer from each of the following two groups.
*Group A.
Chairman,
President, or
Vice-President
**Group B.
Secretary,
Assistant Secretary,
CFO or Assistant Treasurer
Otherwise, the corporation must attach a resolution certified by the secretary or
assistant secretary under corporate seal empowering the officer(s) signing to bind the
corporation.
CTBID Attorney Approved Version #11 28.06
EXHIBITS
APPROVED AS TO FORM:
RONALD R BALL, CTBID General Counsel
By:
Deputy City Attorney
CTBID Attorney Approved Version #04 01 02
8
EXHIBIT A
DESTINATION ANALYSTS
SCOPE OF SERVICES
Destination Analysts, Inc. is a San Francisco-based marketing research firm specializing
in the travel and tourism industry. Founded by Convention & Visitor Bureau veterans in
2003, the company aims to provide destination marketing organizations with affordable
marketing intelligence so that they may maintain effective tourism marketing and
advertising strategies.
To effectively develop a positioning concept testing survey, we will need to have
communication with the Wright Group (early and often in the process), to make sure that
the end product appropriately tests and validates the results of their work. We already
have methods and concepts in place for this type research, but expect that they would
have a different approach to positioning, so we would hope to work closely with them
throughout the project. We will participate in the Interactive Innovation Presentation
Session where the Wright Group will present their findings and the various positioning
statements. This will give us background on the work done by the Wright Group and
provide us with the positioning statements to be used in the survey.
Online Regional Travelers Survey: Destination Analysts will conduct a survey of
frequent leisure travelers who live in the Southern California/Nevada/Arizona Region.
The survey will contain approximately 25 questions, and the sample would be collected
from Destination Analysts' sample provider research panel (Authentic Response, Inc.)
and administered online at Destination Analysts' website (or our survey hosting provider,
WebSurveyor).
The Survey will test and validate several positioning statements that were previously
developed by the Wright Group. Destination Analysts will draft this survey and, upon
consultation with the client, make revisions. We will then implement the tool online and
collect the sample. The Data will then be analyzed and integrated into a final report.
Survey Sample Size: 600 fully completed surveys.
Deliverables: We would provide a report and PowerPoint presentation of
findings, which could be delivered in a webinar or similar environment. If you
would like a set of cross-tabulations for additional analysis, we would
happily provide these as well.
Timing: The entire process should take under 6 weeks to complete.
Cost:
Regional Travel Survey $23,000
Additional Discovery Research (not to exceed) 2,000
TOTAL $25,000