HomeMy WebLinkAbout2015-09-16; Carlsbad Tourism Business Improvement District; 09-15-120; Adopt Resolution Selecting Civilian, Inc. as Agency to Provide Outside Interactive (Digital) MarketingCARLSBAD TOURISM
BUSINESS IMPROVEMENT DISTRICT (CTBID)
AGENDA BILL
AB# 09-15-120
ADOPT RESOLUTION SELECTING CIVILIAN,
CTBID
INC. AS THE AGENCY TO PROVIDE OUTSIDE
STAFF
MTG. 9-16-15
INTERACTIVE (DIGITAL) MARKETING
GENERAL
SERVICES TO CARLSBAD CONVENTION
COUNSEL
AND VISITORS BUREAU AND APPROVING
AMENDMENT NO. 1 TO THE CARLSBAD
TOURISM BUSINESS IMPROVEMENT
DISTRICT CONTRACT WITH CARLSBAD
CONVENTION AND VISITORS BUREAU FOR
OUTSIDE INTERACTIVE (DIGITAL)
MARKETING SERVICES
RECOMMENDED ACTION:
1. Carlsbad Tourism Business Improvement District ("CTBID") Board Adopt Resolution 2015-
6 selecting Civilian, Inc. as the agency to provide outside Interactive (digital) marketing
services to Carlsbad Convention and Visitors Bureau, a not for profit public benefit
corporation doing business as VisitCarlsbad ("VisitCarlsbad") as recommended by the
CTBID board advisory committee.
2. CTBID Board Adopt Resolution 2015- 7 amending contract with Carlsbad Convention and
Visitors Bureau, a not for profit public benefit corporation doing business as VisitCarlsbad
and appropriating additional funding for outside Interactive (digital) marketing services.
ITEM EXPLANATION:
CTBID contracts with VisitCarlsbad to provide tourism marketing services for Carlsbad. This
includes the operation of the visitor center, public relations and digital marketing. In the past, the
digital marketing portion of the contract has been contracted out by VisitCarlsbad to Mindgruve,
Inc. As part of the VisitCarlsbad contract with the CTBID for FY 2016, the CTBID Board
requested that a Request for Proposal (RFP) be issued for Interactive (digital) marketing services
and that the top 3 proposals be presented to the CTBID Board in July for the CTBID Board to
select the company to provide these services.
VisitCarlsbad issued the RFP in May 2015 with proposals due no later than June 30, 2015. Five
proposals were received. On July Su', the VisitCarlsbad Board met and interviewed the five
DEPARTMENT CONTACT: Cheryl Gerhardt 760-602-2753 cheryl.gerhardt@carlsbadca.gov
FOR CLERK USE ONLY.
BOARD ACTION: APPROVED
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CONTINUED TO DATE SPECIFIC
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DENIED
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CONTINUED TO DATE UNKNOWN
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CONTINUED
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RETURNED TO STAFF
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WITHDRAWN
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OTHER -SEE MINUTES
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AMENDED
0
agencies that submitted proposals. Some of the areas that were considered by the VisitCarlsbad
Board were the agency's understanding of the digital space, their experience in the tourism
industry and pricing. Based on review of the proposals and interviews of the agencies, the
VisitCarlsbad Board selected the following three agencies to be forwarded to the CTBID Board for
its consideration: Tower33 Digital, Inc., Civilian, Inc., and Experiences for Mankind.
Each of the three agencies presented to the CTBID Board at its August 11 board meeting. At the
conclusion of the presentations, the CTBID Board appointed Tim Stripe, Ulrich Samietz, and
Larry Magor to a CTBID Board temporary advisory committee (advisory committee) to make a
recommendation to the CTBID Board at its September 16 meeting.
The advisory committee met with each of the three agencies on September 1 and further
reviewed their qualifications. Based on this review the advisory committee is recommending to
the CTBID Board that Civilian, Inc. be selected as the provider of outside Interactive (digital)
marketing services to VisitCarlsbad at an annual cost of $450,000.
If the CTBID Board moves forward with the selection of Civilian, Inc. for the provision of outside
digital marketing services to VisitCarlsbad at an annual cost of $450,000, this action will create a
deficit to the existing VisitCarlsbad's contract for outside interactive digital marketing. The CTBID
will need to amend VisitCarlsbad's contract and provide additional funding for outside Interactive
(digital) marketing services by Civilian, Inc.
FISCAL IMPACT:
The CTBID contract with VisitCarlsbad for FY 2016 includes $218,113 for outside interactive
marketing. Therefore, additional funding of $231,887 from CTBID (via a contract amendment) to
VisitCarlsbad for outside Interactive (digital) marketing services is needed. As of July 1, 2015,
the CTBID has a fund balance of $537,049 which is available to appropriate for additional
VisitCarlsbad outside Interactive (digital) marketing services.
ENVIRONMENTAL IMPACT:
This action does not qualify as a project under the California Environment Quality Act ("CEQA")
and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b).)
EXHIBITS:
1. Resolution 2015- 6 selecting Civilian, Inc. as the agency to provide outside Interactive (digital)
marketing services to VisitCarlsbad as recommended by the CTBID board advisory
committee.
2. Resolution 2015- 7 amending FY 2015-16 CTBID contract with VisitCarlsbad and
appropriating additional funding for outside Interactive (digital) marketing services.
3. Amendment No. 1 to CTBID - VisitCarlsbad contract
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EXHIBIT 1
RESOLUTION NO. 2015-6
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
SELECTING CIVILIAN, INC. TO PROVIDE OUTSIDE
INTERACTIVE (DIGITAL) MARKETING SERVICES TO
CARLSBAD CONVENTION AND VISITORS BUREAU, A NOT
FOR PROFIT PUBLIC BENEFIT CORPORATION, DOING
BUSINESS AS VISITCARLSBAD FOR FY 2015-16
WHEREAS, on July 2, 2015, the Board the Carlsbad Tourism Business Improvement
District (CTBID) entered into an agreement with Carlsbad Convention and Visitors Bureau, a not
for profit public benefit corporation, doing business as, VisitCarlsbad (VisitCarlsbad) to provide
tourism marketing services for Carlsbad for FY 2015-16; and
WHEREAS, as part of the VisitCarlsbad contract with the CTBID , the CTBID Board
requested that a Request for Proposal (RFP) be issued for outside Interactive (digital) marketing
services and that the top three proposals be presented to the CTBID Board to select the company
to provide these services; and
WHEREAS, proposals from Tower33 Digital, Inc., Experiences for Mankind, and
Civilian, Inc. were presented to the CTBID Board at its August 11 Board meeting.
WHEREAS, the CTBID Board appointed a three member temporary advisory committee
to make a recommendation at its September 16'h Board meeting.
WHEREAS, the CTBID Board temporary advisory committee recommended Civilian,
Inc. be selected as the agency to provide outside Interactive (digital) marketing to VisitCarlsbad
in FY 2015-16.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That the CTBID Board selects Civilian, Inc. to provide outside Interactive (digital)
marketing services to VisitCarlsbad in an amount not to exceed $450,000. Since this
amount of $450,000 is greater than the original amount budgeted in the CTBID —
VisitCarlsbad FY 2015-16 contract, the selection of Civilian, Inc, is contingent upon
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the successful amendment to increase the budgeted amount, in an amount not less
than $231,887, for outside Interactive (digital) marketing services in the FY 2015-16
CTBID — VisitCarlsbad contract.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the day of
2015, by the following vote to wit:
AYES:
NOES:
ABSENT:
TIM STRIPE
Chair
ATTEST:
BARBARA ENGLESON
Pro Tern Clerk of the
Carlsbad Tourism Business Improvement District
-2-
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EXHIBIT 2
RESOLUTION NO. 2015-7
RESOLUTION OF THE BOARD OF DIRECTORS OF THE
CARLSBAD TOURISM BUSINESS IMPROVEMENT DISTRICT,
AUTHORIZING THE CHAIRPERSON TO EXECUTE
AMENDMENT NO. 1 TO THE AGREEMENT WITH THE
CARLSBAD CONVENTION AND VISITORS BUREAU, A NOT
FOR PROFIT PUBLIC BENEFIT CORPORATION, DOING
BUSINESS AS, VISITCARLSBAD
WHEREAS, The City Council of the City of Carlsbad adopted Ordinance No. NS-778
enacting Chapter 3.37 of the Carlsbad Municipal Code on November 15, 2005 thereby creating
the Carlsbad Tourism Business Improvement District (CTBID); and
WHEREAS, the primary purpose of the CTBID is to promote tourism and provide
services to visitors to the City of Carlsbad; and
WHEREAS, the City Council has authorized the Board of Directors of the CTBID to
conduct the business of the CTBID in the time, place and manner that best suits the needs of the
Board of Directors of the CTBID, subject to the control of federal, state and local laws governing
the activities of a Business Improvement District; and
WHEREAS, the City Council has provided the Board of Directors with the ability to
contract for services necessary to carry out the purpose of the CTBID; and
WHEREAS, the Board of Directors of the CTBID entered into an agreement on July 2,
2015 with the Carlsbad Convention and Visitors Bureau, a not for profit public benefit
corporation, doing business as, VisitCarlsbad (VisitCarlsbad) to promote tourism and provide
services to visitors for FY 2015-16; and
WHEREAS, VisitCarlsbad and the Board of Directors of the CTBID have negotiated
and agreed to a supplemental scope of work and fee schedule as shown in Exhibit 3A.
NOW, THEREFORE, BE IT RESOLVED by the Board of Directors of the Carlsbad
Tourism Business Improvement District, as follows:
1. That the above recitations are true and correct.
2. That subject to review and approval of Amendment No. 1 by the CTBID General
Counsel, the Chairperson is hereby authorized to execute Amendment No. 1 to the
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FY 2015-16 Agreement between CTBID and VisitCarlsbad to provide for increase
funding, in an amount not less than $231,887, to provide additional Interactive
(digital) marketing services related to tourism promotion.
3. That $231,887 be appropriated from CTBID Fund Balance to the CTBID —
VisitCarlsbad FY 2015-16 contract for Miscellaneous Professional Services - outside
Interactive (digital) marketing services.
PASSED, APPROVED, AND ADOPTED at a regular meeting of the Board of
Directors of the Carlsbad Tourism Business Improvement District on the day of
2015, by the following vote to wit:
AYES:
NOES:
ABSENT:
TIM STRIPE
Chair
BARBARA ENGLESON
Clerk of the
Carlsbad Tourism Business Improvement District
-2-
EXHIBIT 3
AMENDMENT NO. 1 TO AGREEMENT WITH CARLSBAD CONVENTION AND VISITORS
BUREAU FOR PROMOTION OF TOURISM AND VISITOR SERVICES
This Amendment No. 1 is entered into and effective as of the day of
, 2015, amending the agreement dated July 2, 2015 (the
"Agreement") by and between the Carlsbad Tourism Business Improvement District (CTBID), and
Carlsbad Convention and Visitors Bureau, a not for profit public benefit corporation, doing
business as, VisitCarlsbad (hereinafter VisitCarlsbad or "Contractor") (collectively, the "Parties")
for tourism and visitor promotion programs and services.
RECITALS
A. On July 2, 2015, the Parties executed the original Agreement for professional
services relating to the promotion of tourism in Carlsbad for the period of July 1, 2015 through
June 30, 2016; and
B. After a competitive solicitation for outside Interactive (digital) marketing services
was completed by VisitCarlsbad, the Board of Directors for CTBID selected Civilian, Inc., to
provide outside Interactive (digital) marketing services to VisitCarlsbad in an amount not to exceed
cost of $450,000, which exceeds the amount in the FY 2015-16 CTBID — VisitCarlsbad contract
budgeted amount by $231,887; and
C. The Parties desire to alter the Agreement's scope of work to and fee schedule,
which is attached hereto and incorporated herein by this reference as Exhibit "A", Scope of
Services and Fee.
NOW, THEREFORE, in consideration of these recitals and the mutual covenants
contained herein, CTBID and VisitCarlsbad agree as follows:
1. In addition to those services contained in the Agreement, as may have been
amended from time to time, VisitCarlsbad will provide those additional services described in
Exhibit "A".
2. City will pay VisitCarlsbad for all work associated with those additional services
described in the attached Exhibit "A" in an amount not -to -exceed Two Hundred Thirty One
Thousand Eight Hundred and Eighty -Seven dollars ($231,887).
3. VisitCarlsbad completed all work described in the attached Exhibit "A" by June 30,
2016.
4. All other provisions of the Agreement, as may have been amended from time to
time, will remain in full force and effect.
5. All requisite insurance policies to be maintained by VisitCarlsbad pursuant to the
Agreement, as may have been amended from time to time, will include coverage for this
Amendment.
City Attorney Approved Version 1/30/13
EXHIBIT 3
6. The individuals executing this Amendment 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 Amendment.
CONTRACTOR CITY OF CARLSBAD, a municipal
corporation of the State of California
By: By:
(sign here) Tim Stripe, CTBID Chairperson
(print name/title)
ATTEST:
By:
(sign here) BARBARA ENGLESON
Pro Tern Clerk of the CTBID
(print name/title)
If required by City, 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 Group B
Chairman, Secretary,
President, or Assistant Secretary,
Vice -President 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:
CELIA A. BREWER, General Counsel
BY:
Sr. Assistant General Counsel
City Attorney Approved Version 1130/13
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The uncommon agency
for the common good.
This Scope of Services document is structured as follows:
Section 1.0 Background
Section 2.0 Scope of Work
Section 3.0 Compensation & Schedule
1.0 Project Area / Background
The Agency shall provide services related to marketing and communications focusing on
increasing occupancy for Visit Carlsbad.
2.0 Scope of Work & Schedule
This scope of services assumes Agency will perform digital marketing, social media and
website maintenance for Visit Carlsbad in a manner consistent with the contents of Visit
Carlsbad Request for Proposal and Agency's response to Visit Carlsbad Request for Proposal
for 1 fiscal year period ending June, 2016.
Visit Carlsbad will authorize specific tasks, services and projects via formal estimate approval,
which will document the compensation and expenditure level, any required associated expenses,
task schedule and milestones, deliverables, any subcontractors and any other terms, goals, or
terms and conditions applicable to the specific project.
Description of Services. The services may include, but are not limited to, the following:
MEDIA PLACEMENT SERVICES
Task I Media Buy Strategy
Task 1.1 Utilize secondary and Client provided researrh to clearly define target audiences to align
communication objectives.
Task 1.2 Work with Visit Carlsbad staff to create a comprehensive digital media strategy that fulfills
goals and objectives of Visit Carlsbad RFP.
Task 1.3 Develop media strategy to incorporate exposure across digital, social and
emerging media platforms.
Task II Media Buy Plan
Task 2.1 Perform analysis to identify specific media platform, projected reach and identify
opportunities to increase awareness/brand recognition.
Task2.2 Identify most effective media platforms (digital).
Task2.3 Proposed media buys, analysis, projections and estimated costs.
Task 2.4 Obtain audience information, size and format information for selected media
partners.
Task III Media Buys/Strategy
Task 3.1 Work with Client and Agency team to determine and develop best method for
tracking conversions online (i.e Conversion Rate Estimator or white labeled
database development).
Task 3.2 Recommend media campaign to reflect objectives of the communication message
and appropriately support creative.
Task 3.3 Media buy schedules to include selection analysis, projected reach and estimated
cost.
Task 3.4 Obtain prior approval from Visit Carlsbad staff for all proposed media buys.
Task 3.5 Confirm proposed & placed media buys to achieve program projections.
Task 3.6 Produce media buy schedules based on most current ratings or audience
information.
Task 3.7 Negotiate added value for all media placements.
Task 3.8 Provide insertion orders to appropriate media partners.
Task 3.9 Monthly reporting to Visit Carlsbad and Stakeholders.
CREATIVE & DIGITAL DEVELOMENT SERVICES
Task I Creative Development
Task 1.1 Utilize Client provide feedback (regarding direction) develop creative content to
support the 2015 Shoulder Season media plan.
Task 1.2 Execute revisions and finalizes creative executions following Client review
(assumes 2 rounds of revisions are included within each scope of work).
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Task II Content Development
Task 2.1 Provide content to support digital media plan for selected media outlets as needed
(example is content development for social media marketing).
Task 2.2 Execute revisions to content and finalize following Client review (assumes 2
rounds of revisions are included within each scope of work).
Task 2.3 Provide content to selected media outlets following Client approval.
Task III Website Maintenance
Task 3.1 Create transition plan to migrate VisitCarlsbad.com from management by former
Agency to Civilian management.
Task 3.2 Ongoing management of VisitCarlsbad.com to include the following: manage and
implement minor content and code changes as needed including adding pixels for
campaigns.
Task 3.3 Ongoing review of website traffic to review trends and opportunities.
Task IV SEO
Task 4.1 Review of current SEO keywords used by Visit Carlsbad.
Task 4.2 Following review of current keywords, develop suggested keywords for SEO use.
Task 4.3 Following Client approval of proposed keyword list, update existing Client
website with keywords.
Task V Email Marketing
Task 5.1 Creation of copy and design for 2 email messages (for the fiscal year period).
Final deliverable is two email messages.
Task 5.2 Review of analytics/response rate for each email message (deployment list for
each email to be determined).
Task VI Social Media
Task 6.1 Provide media by and creative to produce appropriate media messages for
dissemination to social media (examples include use of Twitter, Facebook and
other social media tools as appropriate).
Task 6.2 Provide Client analytics/report of all social media efforts on a monthly basis.
ACCOUNT MANAGEMENT SERVICES
Task I Account Management
Task 1.1 Schedule and lead new Client kick-off meeting with the Agency and Client.
Task 1.2 Creation of "transition' plan to carry Client from previous Agency of Record to
working with Civilian (outlining timelines and tasks to be executed by all parties).
Task 1.3 Work with Client and Agency team to determine and develop best method for
tracking conversions online (i.e Conversion Rate Estimator or white labeled
database development).
Task 1.4 Provide ongoing strategic counsel to Client ensuring goals of Visit Carlsbad are
kept forefront.
Task 1.5 Provide and review ongoing digital campaign analytics to Client on a regular basis
(to reflect past performance in addition to suggested optimizations).
Task II Project Management
Task 2.1 Creation and management of project estimates associated with individual agency
deliverables, which will be produced (ensuring Client approval is received prior to
individual job kick-off).
Task 2.2 Creation and management of timelines associated with all creative and media
deliverables (to include keeping Client aware of touch points and milestones for
each project).
Task 2.3 Work with Client to gain alignment on goal/deliverable to b created/executed
prior to individual agency job kick-off.
Task 2.4 Facilitate ongoing Client status meetings to ensure Client is aware of progress and
timeline associated with each agency deliverable.
FINANCIAL MANAGEMENT SERVICES
Task I Financial Management
Task 1.1 Review and reconcile media invoices against insertion orders.
Task 1.2 Provide ongoing financial reconciliation of all open projects to Client.
Task 1.3 Produce monthly invoices to Client outlining the Agency fees separate from
accrued media hard costs.
3.0 Compensation & Schedule
Work shall commence immediately upon execution of a Master Agreement between the Agency
and Client. Prior to commencement of each individual project, Client to approve project
estimate provided by the Agency (agency fees to be estimated at a flat hourly rate of
$150.00/hour). The total estimated fiscal yearly spend will be $450,000.
Scope of Services Total. Spend
Paid Media 411
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Media Management $34,200
Project Management $9,000
Analytics & Reporting
$9,000
Creative Development
$27,000
Content Development
$9,000
Website Maintenance
$6,000
Social Media Marketing
$24,000
Email Marketing $18,000
SEO
Hosting
$12,000
$2,400
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Total $450,000