HomeMy WebLinkAbout2013-11-05; City Council; 21399; Approval Agreement Business Consulting ServicesCITY OF CARLSBAD - AGENDA BILL 1
AB# 21,399 APPROVAL OF A PROFESSIONAL SERVICES AGREEMENT
WITH DEVELOPMENT COUNSELLOR'S INTERNATIONAL
FOR BUSINESS OUTREACH CONSULTING SERVICES
DEPT. DIRECTOR ^S^d
MTG. 11/5/13
APPROVAL OF A PROFESSIONAL SERVICES AGREEMENT
WITH DEVELOPMENT COUNSELLOR'S INTERNATIONAL
FOR BUSINESS OUTREACH CONSULTING SERVICES
CITY ATTORNEY
DEPT. CED
APPROVAL OF A PROFESSIONAL SERVICES AGREEMENT
WITH DEVELOPMENT COUNSELLOR'S INTERNATIONAL
FOR BUSINESS OUTREACH CONSULTING SERVICES CITY MANAGER /^fj!^
RECOMMENDED ACTION;
That the City Council ADOPT City Council Resolution No. 2013-247 approving a professional services
agreement with Development Counsellor's International for business outreach consulting services in an
amount not to exceed $106,720.
ITEM EXPLANATION:
On July 18; 2013, the economic development staff released a Request for Proposals (RFP) for business
outreach consulting services. The RFP solicited in-depth, technical expertise to further the Council's
economic development goals of helping existing businesses grow and bringing new businesses to
Carlsbad by developing a business outreach program. This program will increase the visibility and
knowledge of Carlsbad among business leaders in our cluster industries and will increase awareness of
Carlsbad's business environment regionally, nationally, and globally.
Five proposals were received and ranked by a selection committee composed of city staff members and
regional partners. Proposals were evaluated based on proposed services and methodology, overall
response to request, best value, related experience of the firm and project team and client reference
information. Based on these criteria the selection committee has chosen Development Counsellor's
International (DCI) as the consultant to lead this effort. Their team has extensive experience in helping
both municipalities and economic development organizations meet their strategic goals of brand
identity.
The city has negotiated a professional services agreement with DCI and is recommending approval of
the attached agreement to initiate the business outreach consulting services.
The scope of work includes:
• Develop a strategic, public relations based business outreach plan to leverage earned media in
target strategic and industry markets to promote Carlsbad as a world-class city in which to do
business in Southern California.
• Execute the strategic plan in a way that increases the city's visibility, specifically its business
clusters, programs, activities, and quality of life.
• Track business outreach achieved through targeted messaging.
This agreement includes project deliverables, timelines and milestones including periodic reporting and
presentations to the project team. It provides for a one year term.
DEPARTMENT CONTACT: Christina Vincent, 760-602-2712, christina.vincent(5)carlsbadca.gov
FOR CITY CLERKS USE ONLY.
COUNCIL ACTION: APPROVED A. CONTINUED TO DATE SPECIFIC •
DENIED CONTINUED TO DATE UNKNOWN •
CONTINUED • RETURNED TO STAFF •
WITHDF(AWN • OTHER-SEE MINUTES •
AMENDED •
Page 2
FISCAL IMPACT:
DCI and the city have negotiated a budget not to exceed $106,720 to perform the consulting services
outlined in the Professional Services Agreement. This amount includes $92,400 for consulting services
and $14,320 for reimbursable expenses (travel, etc.). Economic development staff would manage the
project on behalf of the city. During the FY 2013-14 budget process, City Council approved funding a
business outreach program. Economic development has sufficient funds for this agreement.
ENVIRONMENTAL IMPACT:
Pursuant to Public Resources Code section 21065, this action does not constitute a "project" within the
meaning of CEQA in that it has no potential to cause either a direct physical change in the environment,
or a reasonably foreseeable indirect physical change in the environment, and therefore does not
require environmental review.
EXHIBITS:
1. City Council Resolution No. 2013-247
2. Professional Services Agreement with Development Counsellor's International.
7^
9
10
EXHIBIT 1
1 RESOLUTION NO. 2013-247
2 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD,
CALIFORNIA, APPROVING A PROFESSIONAL SERVICES AGREEMENT
^ WITH DEVELOPMENT COUNSELLOR'S INTERNATIONAL FOR
4 BUSINESS OUTREACH CONSULTING SERVICES.
5 WHEREAS, the City Council has established a strategic goal of implementing a
^ talent attraction program and developing a business outreach program to help existing
7
businesses grow and attract new businesses; and
WHEREAS, the city requires technical and in-depth expertise in strategic
economic development marketing on a nationwide scale that will showcase Carlsbad as a world
11 ciass employment hub with innovative industry leaders; and
12 WHEREAS, a request for proposals for professional services was issued on July
18, 2013 and a total of five (5) proposals were received; and
WHEREAS, the selection committee reviewed all proposals and rated
Development Counsellor's International as the top professional services provider because they
were considered most experienced, had the greatest analytical capacity to complete the work
18 and presented an approach that best addressed city's goals and objectives; and
19 NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Carlsbad,
20
California, as follows that:
21
1. The above recitations are true and correct
22
That the professional services agreement with Development Counsellor's
23
24 International is hereby approved.
25 3. That the City Manager is hereby authorized and directed to execute the
professional services agreement with Development Counsellor's International for said business
27
13
14
15
16
17
outreach consulting services.
28
1 PASSED, APPROVED AND ADOPTED at a Regular Meeting of the City Council of the City
2 of Carlsbad on the S^^ day of November, 2013, by the following vote to wit:
3
4
5
6
7
8
9
10
II
12
13
14
17
AYES: Council Members Hall, Packard, Wood, Blackburn and Douglas.
NOES: None.
ABSENT: None.
ATTEST:
16 BARBARA ENGLESON, ^Clerk
18 ^Of
19
20
21
22
23
24
25
26
27
28
this Agreement. The City reserves the right to withhold a ten percent (10%) retention until City
has accepted the work and/or Services specified in Exhibit "A".
Incremental payments, if applicable, should be made as outlined in attached Exhibit "B".
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 City. Contractor will be
under control of City only as to the result to be accomplished, but will consult with City as
necessary. The persons used by Contractor to provide services under this Agreement will not
be considered employees of City for any purposes.
The payment made to Contractor pursuant to the Agreement will be the full and complete
compensation to which Contractor is entitled. City will not make any federal or state tax
withholdings on behalf of Contractor or its agents, employees or subcontractors. City 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 City within
thirty (30) days for any tax, retirement contribution, social security, overtime payment,
unemployment payment or workers' compensation payment which City 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 City's election. City 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 City.
If Contractor subcontracts any of the Services, Contractor will be fully responsible to City 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 City. 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 City.
8. OTHER CONTRACTORS
The City reserves the right to employ other Contractors in connection with the Services.
9. INDEMNIFICATION
Contractor agrees to indemnify and hold harmless the City and its officers, officials, employees
and volunteers from and against all claims, damages, losses and expenses 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 City incurs or
makes to or on behalf of an injured employee under the City'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 ofthis Agreement.
10. INSURANCE
Contractor will obtain and maintain for the duration of the Agreement and any and all
amendments, insurance against claims for injuries to persons or damage to property which may
City Attorney Approved Version 1/30/13
arise out of or in connection with performance of the services by Contractor or Contractor's
agents, representatives, employees or subcontractors. The insurance will be obtained from an
insurance carrier admitted and authorized to do business in the State of California. The
insurance carrier is required to have a current Best's Key Rating of not less than "A-:VH". OR
with a surplus line insurer on the State of California's List of Eligible Surplus Line Insurers
(LESLI) with a rating in the latest Best's Key Rating Guide of at least "A:X".
lO-l Coveraoes and Limits.
Contractor will maintain the types of coverages and minimum limits indicated below, unless Risk
Manager or City Manager approves a lower amount. These minimum amounts of coverage will
not constitute any limitations or cap on Contractor's indemnification obligations under this
Agreement. City, its officers, agents and employees make no representation that the limits of
the insurance specified to be carried by Contractor pursuant to this Agreement are adequate to
protect Contractor. If Contractor believes that any required insurance coverage is inadequate.
Contractor will obtain such additional insurance coverage, as Contractor deems adequate, at
Contractor's sole expense.
10.1.1 Commercial General Liabilitv Insurance. $1.000.000 combined single-limit
per occurrence for bodily injury, personal injury and property damage. If the submitted policies
contain aggregate limits, general aggregate limits will apply separately to the work under this
Agreement or the general aggregate will be twice the required per occurrence limit.
10.1.2 Automobile Liabilitv. (if the use of an automobile is involved for
Contractor's work for City). $1,000,000 combined single-limit per accident for bodily injury and
property damage.
10.1.3 Workers' Compensation and Employer's Liabilitv. Workers' Compensation
limits as required by the California Labor Code. Workers' Compensation will not be required if
Contractor has no employees and provides, to City's satisfaction, a declaration stating this.
10.1.4 Professional Liabilitv. Errors and omissions liability appropriate to
Contractor's profession with limits of not less than $1,000,000 per claim. Coverage must be
maintained for a period of five years following the date of completion of the work.
I I If box is checked. Professional Liability
City's Initials Contractor's Initials Insurance requirement is waived.
10.2. Additional Provisions. Contractor will ensure that the policies of insurance required under
this Agreement contain, or are endorsed to contain, the following provisions:
10.2.1 The City will be named as an additional insured on Commercial General
Liability which shall provide primary coverage to the City.
10.2.2 Contractor will obtain occurrence coverage, excluding Professional
Liability, which will be written as claims-made coverage.
10.2.3 This insurance will be in force during the life of the Agreement and any
extensions of it and will not be canceled without thirty (30) days prior written notice to City sent
by certified mail pursuant to the Notice provisions of this Agreement.
10.3 Providing Certificates of insurance and Endorsements. Prior to City's execution of this
Agreement, Contractor will furnish certificates of insurance and endorsements to City.
City Attorney Approved Version 1/30/13
10.4 Failure to Maintain Coverage. If Contractor fails to maintain any of these insurance
coverages, then City will have the option to declare Contractor in breach, or may purchase
replacement insurance or pay the premiums that are due on existing policies in order to
maintain the required coverages. Contractor is responsible for any payments made by City to
obtain or maintain insurance and City may collect these payments from Contractor or deduct the
amount paid from any sums due Contractor under this Agreement.
10.5 Submission of Insurance Policies. City reserves the right to require, at anytime, complete
and certified copies of any or all required insurance policies and endorsements.
11- 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.
12. 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 City
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.
13. OWNERSHIP OF DOCUMENTS
All work product produced by Contractor or its agents, employees, and subcontractors pursuant
to this Agreement is the property of City. 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 City. Contractor will have the right to make one (1) copy
of the work product for Contractor's records.
14. COPYRIGHTS
Contractor agrees that all copyrights that arise from the services will be vested in City and
Contractor relinquishes all claims to the copyrights in favor of City.
15. NOTICES
The name of the persons who are authorized to give written notices or to receive written notice
on behalf of City and on behalf of Contractor under this Agreement.
For Citv
Name Christina Vincent
Title Economic Development Mgr.
Department CED
For Contractor
Name Andrew Levine
Title President
Address 215 Park Avenue South
City of Carlsbad
Address 1635 Faraday Ave.
Carlsbad. CA 92008
New York, NY 10003
Phone No. 212-725-0707
Email Andy.levine@aboutdci.com
Phone No. 760-602-2712
City Attorney Approved Version 1/30/13
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.
16. CONFLICT OF INTEREST
Contractor shall file a Conflict of Interest Statement with the City Clerk in accordance with the
requirements of the City of Cartsbad Conflict of Interest Code. The Contractor shall report
investments or interests in all four categories.
17. 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 whose services are
required by this Agreement.
18. DISCRIMINATION AND HARASSMENT PROHIBITED
Contractor will comply with all applicable local, state and federal laws and regulations prohibiting
discrimination and harassment.
19- 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 City 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 City Manager. The City 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
City 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.
20. TERMINATION
In the event of the Contractor's failure to prosecute, deliver, or perform the Services, City may
terminate this Agreement for nonperformance by notifying Contractor by certified mail of the
termination. If City decides to abandon or indefinitely postpone the work or services
contemplated by this Agreement, City 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 City and all work in progress to City address contained in this Agreement.
City will make a determination of fact based upon the work product delivered to City and of the
percentage of work that Contractor has performed which is usable and of worth to City in having
the Agreement completed. Based upon that finding City 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 City, Contractor will assemble the work product
and put it in order for proper filing and closing and deliver it to City. Contractor will be paid for
City Attorney Approved Version 1/30/13
work performed to the termination date; however, the total will not exceed the lump sum fee
payable under this Agreement. City will make the final determination as to the portions of tasks
completed and the compensation to be made.
21. 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 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. City 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 ofthe fee, commission, percentage, brokerage fees, gift, or contingent fee.
22. CLAIMS AND LAWSUITS
By signing this Agreement, Contractor agrees that any Agreement claim submitted to City 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 City, it may be considered fraud and Contractor may be subject to cnminal
prosecution. Contractor acknowledges that California Government Code sections 12650 et seg..
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 City 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 City to terminate this Agreement.
23. 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.
24. SUCCESSORS AND ASSIGNS
It is mutually understood and agreed that this Agreement will be binding upon City 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 City, which shall not be unreasonably withheld.
25. 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.
City Attorney Approved Version 1/30/13
26. 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
Development Counsellor's International
CITY OF CARLSBAD, a municipal
corporation of the State of California
By:
(sign here) / (sign here)
Carolyn Nepo, CFO
(print name/title)
(print name/title)
By:
City Manager
ATTEST:
BARBARA ENGLESON
City Clerk
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
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:
CELIA A. BREWER, City Attorney
BY:
istant City Attorney
City Attorney Approved Version 1/30/13
26. 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
Development Counsellor's International
CITY OF CARLSBAD, a municipal
corporation of the State of California
By:
(sign here)
Andrew Levine/President
City Manager
(print name/title)
ATTEST:
By:
(sign here) BARBARA ENGLESON
City Clerk
(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
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:
CELIA A. BREWER, City Attorney
ssistant City Attorney
City Attorney Approved Version 1/30/13
UNIFORM FORM CERTIFICATE OF ACKNOWLEDGMENT
(Within New York State)
State of New York)
County of Manhattan) ss.:
On the 29th day of October in the year 2013 before me, the undersigned personally appeared
Carolyn Nepo, personally known to me or proved to me on the basis of satisfactory evidence to
be the individual(s) whose name(s) is (are) subscribed to the within instrument and acknowledged to me
that he/she/they executed the same in his/her/their capacity(ies), and that by his/her their signature(s)
on the instrument, the individual(s), or the person upon behalf of which the individual(s) acted,
executed the instrument.
Signature and Office of individual taking acknowledgment
iiOZ 'SZ 'QQd 8M|dxa uo|8S|Uiiuo3 Aw
AiunoQ suaano u| pauiieno
8l.69ZZ9Vlf«^0 ON
)|J0A MON oieiS - oilQ^d AJ8)ON
oaiNiouvw vNNvor
UNIFORM FORM CERTIFICATE OF ACKNOWLEDGMENT
(Within New York State)
State of New York)
County of Manhattan ) ss.:
On the 24th day of October in the year 2013 before me, the undersigned, personally appeared
Andrew Levine, personally known to me or proved to me on the basis of
satisfactory evidence to be the individual(s) whose name(s) is (are) subscribed to the within
instrument and acknowledged to me that he/she/they executed the same in his/her/their
capacity(ies), and that by his/her their signature(s) on the instrument, the individual(s), or the
person upon behalf of which the individual(s) acted, executed the instrument.
Signature and Office of individual taking acknowledgment
CAROLYN NEPO
NOTARY PUBLIC-STATE OF NEW YORK
No. 01NE6n7340
Qualified In Nassau County
My Commission Expires ^Jlfj
Exhibit "A"
Scope of Services
1) Putting a Strategic Marketing and Public Relations Plan in Place
Discoverv Stage: 360-Deqree Assessment of Carlsbad
DCI will take a 360" view of the city to determine the top assets and advantages your local business
community and key partners think the city should be promoting; examine important background
information and existing research; uncover outsiders' perceptions of the city, including how the media
is portraying your community; analyze how you are presenting yourself through your outward-facing
marketing material; and examine what marketing activities have been the most successful for your
community to date. DCI would begin by taking an intensive look at your product within the context of
best practices in economic development marketing across the country. The process includes 5 key
activities:
a) A Two-Day Immersion Tour: Spending time on the ground in Carisbad allows our team
to get a sense of the community, meet with key economic development players and
private sector employers, tour companies in your target industries, and meet with your
local and regional team. In all, we would conduct 10-15 interviews, including phone
interviews as needed.
b) A Review of Existing Research: DCI conducts an examination of key Carlsbad
background, including target industry and labor studies, your economic development
strategy, the city's most recent business survey report, analyses of your competitor cities
and regions, and any other relevant economic studies conducted previously.
c) A Media Audit: DCI's "Winning Strategies" consistently finds that executives' perceptions
of potential business locations are heavily influenced by news articles and rankings. With
this in mind, DCI will:
• Review Articles Prominently Mentioning Carlsbad in the Past 12 Months:
DCI looks at key national stories to understand how the community is being
portrayed and current perceptions of the city.
• Review of Carlsbad's Rankings: Corporate decision makers and skilled
professionals all indicate that a community's rankings are a major factor for them
in deciding where to locate businesses and live. DCI will take a look at how
Carisbad stacks up in top rankings.
d) A Marketing Audit: DCI will conduct an in-depth review of how Carisbad portrays itself in
the city's own marketing materials, providing ideas and feedback based on our
knowledge of best practices in economic development marketing and findings from
"Winning Strategies."
• The Carlsbad Brand: A review of the city's brand, logo and tagline.
• Marketing Collateral: Analysis of the city's marketing material, such as
brochures, one-pagers, maps and industry sector overviews.
• Carlsbad's Economic Development Web Presence: A well-organized,
informative online presence is critical to business attraction, so DCI will examine
City Attorney Approved Version 1/30/13
your website for SEO, content and the features site selectors say are most
important.
• Social Media Channels: DCI will assess Carisbad's social media presence,
including Facebook, Twitter, Linkedin, YouTube, and other outlets, to ensure the
city is making the most of these platforms.
e) A Review of Marketing Events and Activities: To make recommendations for future
marketing and media relations strategies, DCI will examine the city's past and present
events and activities, including site selection outreach and relationship building and lead
generation.
Development Stage: Creating a Winning Marketing and Media Relations Plan
Based on the findings and research from the Discovery Stage, we will use the insight and information
gathered to develop and design the core elements of a marketing and media relations plan that will
be provided to the City of Carisbad in a Power Point presentation to you and your key stakeholders,
along with a supporting document outlining the plan. DCI will work with Carisbad to incorporate your
feedback into the final presentation and document. The plan will include the following 4 deliverables:
a) Story Ideas: DCI would determine 4-6 key themelines and story ideas for Carisbad's top
industry sectors that will resonate most strongly with the media, including trade, regional,
international and national media, making a compelling case for journalists to explore
these stories and trends. The eariier interviews from the discovery stage with private
sector business leaders and the company/city tours will play a pivotal role in developing
these story ideas.
b) Key Messages: Based on the research and background from the discovery phase, DCI
will develop talking points for city leaders that support the key themelines. These key
messages will reframe any real or perceived negative issues, such as the high cost of
housing in the area and California's image as a place to do business, and will also
incorporate proof points and background messaging from your key regional partners,
such as the San Diego Regional Economic Development Corporation and the North
County Branding Project. In addition, these messages will showcase Carisbad's assets in
the context of the San Diego metro region, Southern California and the state as a whole.
c) A "Most Wanted" Media List: We would work with the City of Carisbad and its
marketing partners to pinpoint 75-100 media outlets that are most important to penetrate
with Carisbad's marketing messages. Likely categories would include:
• Business magazines such as Forbes, Fortune, The Economist, Fast Company,
WIRED and Bloomberg BusinessWeek
• Major national newspapers such as The Wall Street Journal, USA Today and
The New York Times
• Top online outlets including CNNMoney.com, The Huffington Post and The
Daily Beast
• National and international broadcast outlets, including FOX News, CNBC and
BBC
• International business media such as Asahi Shimbun, Financial Times and Die
Welt
City Attorney Approved Version 1/30/13
• Trade press within the City of Carisbad's target industries, such as Genetic
Engineering News, Outdoor Magazine, and Cleantech Magazine
• Regional outlets that are nearby and those that are key for Carisbad key
industry sectors, including the Orange County Register, Los Angeles Times,
Boston Globe and Salt Lake Tribune
• Key outlets read by site selection consultants and corporate executives, such as
Area Development, Site Selection and IndustryWeek
d) Public Relations Tactics: It's hard to know the exact strategies DCI will recommend for
the marketing and media relations plan, but given Carisbad's goals and our broad
experience in marketing places similar to the community, we'll likely recommend and
execute a number ofthe key public relations tactics outlined in the next section, designed
to elevate the city's profile in its target industry sectors to a business audience.
2) Executing the Strategic Marketing and Media Relations Plan
DCI will likely recommend the implementation of a combination of the following six public relations
activities designed to yield significant returns for the City of Carisbad. These tactics - along with
specific deliverables - are described in the pages that follow:
a) Proactive/Reactive Editorial Placement: Delivering Your Story to the Right
Journalists: With the combination of aggressive proactive pitching and reactive
responses to media inquiries, we will literally be telling the Carisbad story with a heavy
emphasis on the city's key target industries, on a daily basis.
DCI can also assist the City of Carisbad in maximizing press conferences related to
major announcements for the city's businesses community to make the most of these
events. We also have experience in developing other major publicity events that can help
attract the attention of regional and national media.
Deliverables: Carisbad featured in 6-8 stories in a range of "most wanted" media outlets
by DCI continually approaching target journalists with tailored story ideas highlighting the
community's business advantages. DCI will respond swiftly to journalist requests with
relevant information.
b) Press Trips: Bringing the Best to Carlsbad: We recommend the following activities
within the nine-month execution of the public relations program:
• Conducting a Trade Industry or Foreign Inbound Press Trip: For the first year of
the program, DCI recommends focusing on one key target industry, such as life
sciences or sports manufacturing, and bringing in 4-6 trade reporters who cover that
sector. Another option is to target several countries that represent the city's top
foreign trade partners and invite 4-6 of these international journalists to Carisbad to
cover several of your top industry sectors. We would work with you to determine the
specific hook, targeting and enticing the reporters to visit, and then hosting the trip.
• Arranging Individual Media Visits: We would focus on securing individual visits by
1-2 top-tier media, working with Carisbad to develop a customized itinerary to suit the
media's story angle.
• Leveraging TourismA/isitor Group Visits: Carisbad is a top destination for many
journalists who cover travel and lifestyle. DCI will leverage our partnership with Visit
Carisbad to determine when key reporters will be visiting in order to maximize these
journalists' trips and showcase the city's business assets and key industries.
City Attorney Approved Version 1/30/13
10
Deliverables: Visits to the community by a projected 5-7 journalists from a mix of top-tier
and trade/foreign media outlets, resulting in 3-5 articles.
c) Media Tours: Taking Carlsbad's Story on the Road
DCI would work closely with the City of Carisbad to choose appropriate spokespeople
and take specific business stories directly to the doorsteps of top-tier business, daily and
trade media outlets in key markets.
Specifically, we recommend a media tour to:
Los Angeles: Given the proximity of Carisbad to the Greater L.A. region, and the fact that
many of the top news outlets in the country have bureaus there, including CNBC, FOX
News, The Wall Street Journal, and The New York Times, DCI suggests a media tour to
the city with 2-3 of Carisbad's top spokespeople, such as the mayor and a C-level
executive from a company in one of your key target industries, to take your community's
story directly to these reporters.
For the media tour, DCI would provide all necessary briefing documents, handle all
logistics and accompany the tour.
Deliverables: Arrange one media tour Los Angeles with an expected 3-5 media
appointments. Conduct diligent follow-up with each editor/reporter to pursue specific story
ideas discussed during the interview.
d) Bylined Pieces and Op-eds: Telling Carlsbad's Story in Your Own Words
Some of the top national media outlets, trade industry publications and magazines read
by site selection consultants accept bylined pieces and op-ed articles, especially if they're
written by a high-profile executive or public sector leader, such as a mayor or governor.
DCI would research editorial calendars to uncover opportunities for the City of Carisbad,
then work with your communications team to determine the topic that would best position
the community and its key industries in the outlet. We would then conduct any
background interviews as needed and craft the first draft of the bylined article to fit within
the outlet's parameters, making revisions with your feedback and input. Working with the
publication's editors, we would gather all the background needed, including photographs,
and follow up to ensure that the story appears.
Over the course of your program, we would assist Carisbad in creating up to 2 bylined
stories or op-eds that would be a fit for the publication's audience and focus.
Deliverables: Identify several opportunities in trade or national media outlets for bylined
articles and op-eds. Develop up to 2 bylined stories or op-eds that reflect positively on the
Carisbad region or one of its key industries.
e) Digital Media Tactics: Sharing Carlsbad's Story Through Digital Platforms and
Social Networks
A quick analysis of your website and social media presence reveals that the City of
Carisbad is very well connected on numerous networks and platforms. Given that the city
would like to focus on marketing Carisbad to corporate executives, skilled professionals
and visitors through a strategic marketing, PR and media relations campaign, with a
special emphasis on its target industry clusters, DCI would work with your marketing and
communications team to develop 2-3 big ideas for refining your current approach to best
connect with these key audiences, allowing them to engage with the city's "brand" and
ultimately drive more visitors to your website.
To develop specific strategic recommendations, DCI will conduct a digital media audit in
our Stage II: Discovery Phase, outline above. From this, we'll generate 2-3 creative ideas
that the city can partner with DCI to implement, such as:
• Leveraging your target industry PDFs to create infographics, then "socializing" them
on Facebook, Twitter and infographics sharing sites;
• Developing a creative Twitter campaign designed to engage your target audience,
capture their attention and share key content;
City Attorney Approved Version 1/30/13
11
• streamlining navigation on your website, so information most important to corporate
executives is easy to find;
• Creating digital press releases that can be widely distributed via PR Newswire, a
news distribution service for the media, consumers and investors.
Deliverable: Deliver 2-3 strategic recommendations for digital and social media
engagement and partner with the City of Carisbad, where appropriate, to implement
them.
f) Play-Back: Leveraging Media Results at Home and Beyond
When successful media stories have been generated, it is vital that they be leveraged for
maximum exposure and gain. Positive media coverage should be shared with:
• The City of Carisbad's citizens, city council and mayor, its key marketing partners,
the local/regional news media and top members of the business community.
• Targeted corporate executives, location advisors and other key decision makers that
the marketing program is seeking to influence.
• Companies that are trying to recruit talent to your region.
These results can be shared in public/private meetings, via e-mail or postal mail directly
to target audiences, in collateral materials, on your website and through the local news
media.
We are aware of the enormous importance of "playing back" media results and will work
closely with the City of Carisbad's communications team to maximize the impact of
editorial placements.
Deliverable: Identify creative means of "play-back" with media results to key internal and
external audiences.
City Attorney Approved Version 1/30/13
12
"EXHIBIT "B"
INCREMENTAL PAYMENT SCHEDULE
The Contractor will be paid a maximum of ninety-two thousand four hundred dollars ($92,400) for all work
necessary to carry out the requirements of this agreement as noted in section 3 of the recitals. The
Contractor shall be paid within 30 days for work accomplished, in response to invoice, and invoices are
expected to be received monthly in the amount of $7,500 for professional fees plus $200 for documented
fixed program expenses. The final 10% percent will be paid, not to exceed the maximum amount provided
in this agreement, upon acceptance ofthe work and services to be provided in Exhibit A, and within 30
days after receipt of invoice.
In addition. Contractor may receive up to a maximum of fourteen thousand three hundred twenty dollars
($14,320) for reimbursable travel expenses which shall include transportation, lodging, meals and
incidental expenses such as tips. The City will not reimburse the cost of alcoholic beverages.
Reimbursement for tips will not be made in excess of 20%. All reimbursable expenses shall be
documented with detailed receipts accompanying the invoice.
City Attorney Approved Version 1/30/13
13