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HomeMy WebLinkAbout2022-01-18; City Council; ; Approval of a Memorandum of Understanding by and among the 78 Corridor Cities for Sharing Costs of Innovate78 Marketing Services Meeting Date: Jan. 18, 2022 To: Mayor and City Council From: Scott Chadwick, City Manager Staff Contact: David Graham, Chief Innovation Officer david.graham@carlsbadca.gov, 760-434-5992 Matt Sanford, Economic Development Manager matt.sanford@carlsbadca.gov, 760-607-2923 Subject: Approval of a Memorandum of Understanding by and among the 78 Corridor Cities for Sharing Costs of Innovate78 Marketing Services Districts: All Recommended Action Adopt a resolution approving the memorandum of understanding by and among the 78 Corridor cities for cost-sharing of professional services to market the 78 Corridor cities. Executive Summary An updated memorandum of understanding is needed to continue the Innovate78 partnership among the 78 Corridor cities to jointly fund the collaborative marketing of the cities for economic development purposes. The Innovate78 partnership was previously an agreement between the cities of Carlsbad, Escondido, Oceanside, San Marcos and Vista to contract with the San Diego Regional Economic Development Corporation for economic development collaboration and marketing purposes. The staffs of all five cities have agreed to present a new structure to their cities’ respective elected officials that includes an enhanced membership in the San Diego North Economic Development Corporation and additional services and a direct economic development marketing contract from a qualified firm to be managed by the five cities. The key elements of this proposal are included in the memorandum of understanding (Exhibit 1). At its January 10 meeting, the City Council’s Economic Development Subcommittee recommended that the City Council follow staff’s recommendation to approve the memorandum of understanding by and among the 78 Corridor cities for the cost-sharing of professional services for marketing. This action would be consistent with previous actions by the City Council, and the anticipated approvals of the other Innovate78 cities. Jan. 18, 2022 Item #5 Page 1 of 26 Discussion Background Innovate78 began in 2012 when the mayors of the cities of Carlsbad, Escondido, Oceanside, San Marcos and Vista began to work together to promote the economic interests of the cities along State Route 78, now known as the 78 Corridor. With so much interconnectivity and dependency on one another for businesses, jobs, and opportunities, it was and remains economically advantageous to present the 78 Corridor as one unified region. The five cities funded a study and an economic development strategy to collaboratively execute economic development programs and initiatives that would benefit all five cities. In 2014, the five cities formalized a memorandum of understanding to jointly fund a contract for execution of this strategy. The Innovate78 collaboration has proven to be successful and has leveraged the greater power of a combined geographic region to attract and expand businesses, support workforce growth, and strategically support key sectors. Through this initiative, businesses can access the following resources: • Data and information about the 78 Corridor cities through the Innovate78-branded website and social media • Connections to higher education through efforts like manufacturing roundtables and events with higher education institutions • Assistance in applying for state funding and incentive programs such as the Cal Competes tax credit • Economic development staff contact information when businesses are contemplating moving based on expansion or contraction needs • Access to information on regional programs such as MetroConnect1 and the SDG&E Economic Development Rate • Startup and entrepreneurial information and events that bring together the startup community along the 78 Corridor to link founders with funders Innovate78 has achieved several specific milestones over the past several years including launching the Startup78 Initiative, hosting North County’s first San Diego Startup Week event and creating the first comprehensive COVID-19 business resource guide for North County at the start of the pandemic. New hybrid approach The San Diego Regional Economic Development Corporation was the contractor for Innovate78 from 2014 to October 2021, when its most recent contract extension expired. The cities conducted a comprehensive review of the goals and objectives of Innovate78 in response to the scope of the impact of the COVID-19 health emergency. Before the contract expired, staffs of the five cities evaluated options to present to their city’s respective city councils. On May 11, 2021 the City Council was presented with the COVID-19 Inclusive Recovery Assessment and Implications report that has guided the shift from an economic response to 1 MetroConnect, the flagship program of World Trade Center San Diego, provides small- and medium-sized companies with resources to engage in global markets. Jan. 18, 2022 Item #5 Page 2 of 26 COVID-19 to a response and recovery phase. That assessment included a recommendation to continue sub-regional collaborations like the Innovate78 partnership. Based on the research and review of Innovate78 by staffs from the five cities, City of Carlsbad staff presented options to the City Council’s Economic Development Subcommittee on Oct. 18. Four general approaches to the future of Innovate78 were presented: • Terminate the Innovate78 partnership • Engage San Diego Regional Economic Development Corporation to continue providing services • Procure a new contractor to provide the services formerly provided by the Regional Economic Development Corporation • Develop a hybrid approach based upon the history of the initiative and the economic development objectives of the five cities The subcommittee expressed support for staff pursuing the hybrid approach and presenting it to the full City Council for its consideration. The hybrid approach includes: • The San Diego North Economic Development Corporation, a different non-profit focused solely on the North County, creating an Innovate78 tier of membership to provide services like those currently provided by the Regional Economic Development Corporation • Giving the five cities more status and influence in decision-making at the San Diego North Economic Development Corporation, since they drive economic development in north county • Bifurcating the Innovate78 management activities from marketing and communication activities • Procuring a marketing and communications firm managed by the five cities to develop and execute the regional economic development promotion The hybrid approach recognizes that the Innovate78 collaboration has grown and matured. It draws upon the growing sub-regional capacity of the San Diego North Economic Development Corporation and its focus on the North County. It also has the ancillary benefit of strengthening North County’s economic development capacity by investing in a sub-regional organization. The results of this discussion and the next steps were sent to the City Council in a memorandum on Oct. 28, 2021 (Exhibit 2). Staff have worked with counterparts in the 78 Corridor cities to develop a hybrid approach proposal to the Innovate78 collaboration for the City Council’s consideration. The 78 Corridor cities released a request for proposals for marketing activities to support Innovate78 in September 2021 and had 17 firms respond with proposals. After careful evaluation, interviews and analysis, the staffs of the 78 Corridor cities recommend contracting with JPW Communications to execute services in support of the Innovate78 initiative. The initial agreement would be for a term of two years. The scope of services would be for marketing and communications activities for an amount not to exceed $100,000 annually, to be shared equally among all five cities for an individual city contribution not to exceed $20,000 per contract year. This amount is within the current budget committed by all five cities toward the Jan. 18, 2022 Item #5 Page 3 of 26 Innovate78 partnership, and the Carlsbad share is budgeted in the budget for fiscal year 2021- 22. The memorandum of understanding between the 78 Corridor cities that has been in place since 2014 outlines the financial and collaborative responsibilities of each city to jointly support Innovate78. It established that the five cities would rotate through two-year terms managing the funds and contract payments as the designated contract holder. Under the terms of the proposed memorandum of understanding: • The City of Oceanside will manage the contract with JPW Communications for the required services for the fiscal years 2021-22 and 2022-23, in keeping with the normal rotation of the contract • Each city will contribute an equal financial share for JPW Communications’s work • The length of the proposed contract is two years • Each city would contribute $20,000 a year The City of Oceanside would collect the budgeted funds from the 78 Corridor cities and make the required payments to JPW Communications during the designated period, as outlined in the memorandum of understanding. Each of the 78 Corridor cities would receive equal benefit from the joint marketing proposed by JPW Communications. The Economic Development Subcommittee and staff recommend this hybrid option. Options Option 1: Approve the memorandum of understanding by and between the 78 Corridor cities for cost-sharing for professional services to market the five cities. This option is consistent with nearly a decade of collaboration amongst the five cities. Outcomes from this option include: • Would leverage the geographic and financial resources of the 78 Corridor to promote economic development • Continuing the successful partnership and collaboration that supports the sub-regional business ecosystem • Marketing of the 78 Corridor cities would be a collaborative effort • The city would need to pay $20,000 a year, and would assume the role of contract holder when its turn came Option 2: Deny the approval of the memorandum of understanding by and between the 78 Corridor cities for cost-sharing for professional services to market the five cities. This option would put an end to nearly a decade of collaboration with the 78 Corridor cities in jointly promoting the region. Outcomes from this option include: • Potential savings of $20,000 by not contributing to the joint marketing contract • There would be no structure to continue the professional services to jointly market the sub-region • The City of Carlsbad could face potential disadvantage in promotion with four cities jointly sharing resources and Carlsbad relying solely on its own resources Jan. 18, 2022 Item #5 Page 4 of 26 The Economic Development Subcommittee and staff recommend Option 1 because it is consistent with the history of economic development collaboration along the 78 Corridor and would contribute to the city’s economic development goals. Fiscal Analysis The total annual cost to the City of Carlsbad for the proposed services as established in the memorandum of understanding would be up to $20,000 annually. This cost is in alignment with what was included in the budget. Next Steps Should the City Council approve the proposed agreement and MOU, the City Manager would execute the memorandum of understanding on behalf of the City of Carlsbad. Staff would then continue to work in collaboration with staff from the 78 Corridor cities to jointly market the 78 Corridor region for current and prospective businesses and provide collaborative support to businesses in need of assistance. Environmental Evaluation This informational report does not constitute a “project” within the meaning of the California Environmental Quality Act under California Public Resources Code Section 21065 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. Public Notification This item was noticed in keeping with the Ralph M. Brown Act and it was available for public viewing and review at least 72 hours before the scheduled meeting date. Exhibits 1. City Council resolution 2. Oct. 28, 2021 City Council memorandum Jan. 18, 2022 Item #5 Page 5 of 26 RESOLUTION NO. 2022-023 A RESOLUTION OF THE CITY COUNCIL OF THE CITY OF CARLSBAD, CALIFORNIA, APPROVING A MEMORANDUM OF UNDERSTANDING BY AND AMONG THE 78 CORRIDOR CITIES FOR COST-SHARING OF INNOVATE78 MARKETING SERVICES AND AUTHORIZING THE CITY MANAGER TO EXECUTE THE MEMORANDUM OF UNDERSTANDING EXHIBIT 1 WHEREAS, in 2012, the mayors of the cities of Carlsbad, Escondido, Oceanside, San Marcos, and Vista, California, known as the 78 Corridor cities, began to collaborate on economic; and WHEREAS, the goal of this collaboration has been to elevate the 78 Corridor cities' competitiveness in marketing the 78 Corridor as a destination for innovative businesses and to assist in the expansion, attraction, and retention of innovative companies; and WHEREAS, the 78 Corridor cities, including the City ofCarlsbad, have found mutual benefit from the collaboration; and WHEREAS, in 2014, the 78 Corridor cities adopted a memorandum of understanding to jointly fund collaborative economic development efforts, calling the partnership lnnovate78; and WHEREAS, since 2014, the 78 Corridor cities have maintained a memorandum of understanding for cost-sharing of lnnovate78 services provided by San Diego Regional Economic Development Corporation; and WHEREAS, in 2021, staff from each of the 78 Corridor cities evaluated the current and future economic development needs of the cities, which led to the development of options for consideration by their respective elected bodies; and WHEREAS the 78 Corridor cities have found the lnnovate78 partnership to be valuable and the staff analysis identified advantages to evolving the existing model into a hybrid approach; and WHEREAS, a hybrid approach has been recommended, with economic development support services being provided by the San Diego North Economic Development Council, and the marketing services being provided by a professional marketing and communications firm collectively managed by the partner cities; and WHEREAS, the City of Oceanside released a request for proposals for lnnovate78 marketing services, received 19 qualified responses and, through rigorous evaluation, the 78 Corridor cities selected a marketing firm to execute lnnovate78 marketing services, and Jan. 18, 2022 Item #5 Page 6 of 26 MEMORANDUM OF UNDERSTANDING BY AND AMONG THE CITIES OF CARLSBAD, ESCONDIDO, OCEANSIDE, SAN MARCOS AND VISTA FOR FUNDING OF MARKETING FOR THE INNOVATE78 ECONOMIC DEVELOPMENT INITIATIVE This Memorandum of Understanding (“MOU”) is made and entered into on ________ ___, 2022 by and among the cities of Carlsbad, Escondido, Oceanside, San Marcos and Vista (individually “City” and collectively, “78 Corridor Cities” or “Cities”). RECITALS A.Beginning in January 2022, the 78 Corridor Cities will adopt a new model for execution of Innovate78 economic development strategies through enhanced memberships with the San Diego North Economic Development Council (SDNEDC) in the amount of $20,000 per City per year. Prior to this, the Cities had contracted with the San Diego Regional EDC for all activities related to Innovate78. B.In September 2021, the 78 Corridor Cities released a Request for Proposals (“RFP”) for marketing and communications services to support the Innovate78 work to be performed by the SDNEDC. Seventeen marketing firms responded to the RFP, and after careful evaluation and interviews, the Cities wish for JPW Communications to provide marketing services to support the Innovate78 initiative. C.The 78 Corridor Cities have been managing contracts related to Innovate78 on a rotating basis. The City of Oceanside will manage the contract with JPW Communications for the required services. Each City will contribute an equal financial share to compensate JPW Communications based on the terms set forth in this MOU. D.The City of Oceanside has engaged JPW Communications for marketing and communications services for Innovate78 pursuant to the attached Professional Services Agreement (“PSA”), which is incorporated herein by this reference. The work to be provided by JPW Communications is set forth in the Scope of Work included with the PSA. NOW, THEREFORE, in consideration of these recitals and the mutual covenantscontained herein, the five Cities agree as follows: A.JPW Communications Professional Services Agreement Attachment A Jan. 18, 2022 Item #5 Page 8 of 26 The 78 Corridor Cities want to execute a two-year agreement as of January 1, 2022 which will become effective upon the complete execution of this MOU by each of the five Cities. The two-year Professional Services Agreement with JPW Communications will be managed by the City of Oceanside. Performance of the JPW PSA is intended to result in furthering the Innovate78 Economic Development Initiative as described in the PSA. For that work, JPW Communications will receive an annual total base contract amount of one hundred thousand dollars ($100,000), assuming the full expense allotment is used (“Contract Price”). The City of Oceanside makes no representation regarding the completeness, or quality of the work that JPW Communications will produce under the PSA. In directing JPW Communications pursuant to the PSA, the City of Oceanside will, when reasonably possible, provide direction based on the consensus of all Cities. If consensus is not obtained after a consultation period with all 78 Corridor Cities within thirty days (30) days, and if the Cities have not acted collectively to amend or terminate this MOU or the PSA, the City of Oceanside reserves the right to provide direction to JPW Communications to assure that its efforts are not stopped, stalled or otherwise delayed. B. Cooperative Efforts For JPW Communications to successfully carry out the scope of work for marketing for the Innovate78 Economic Development Initiative, each City must: (1) provide JPW Communications with information about the city, its community, its businesses, and its other attributes; (2) make available to JPW Communications representatives from city government, civic groups, business groups and others comprising the city; (3) identify venues within the city for meetings, (4) participate in meetings with JPW Communications and other 78 Corridor Cities for the development and refinement of elements of the Innovate78 Economic Development Initiative; and (5) otherwise participate in the development of the Innovate78 Economic Development Initiative in the manner described in the Scope of Work. C. Term This MOU shall be effective as of the first date written above and shall continue in full force and effect unless sooner terminated as provided in Section 4 of this MOU, below. D. Termination Should any City wish to terminate this MOU, the City desiring to terminate this MOU shall provide written notice of such intention of termination to the 78 Corridor Cities at least fifteen (15) days in advance of the termination date. Upon the expiration of the fifteen (15)-day Jan. 18, 2022 Item #5 Page 9 of 26 notice period, each City’s rights and obligations to the other City as set forth shall cease and be of no further force or effect. E. Payments for Funding the JPW Communications PSA To fund the JPW PSA, each City will allocate and pay to the City of Oceanside on or before July 1 of each calendar year in which the agreement between JPW Communications and the City of Oceanside is in effect the sum of twenty thousand ($20,000), representing one-fifth of the Contract Price (“City Contract Share”). The City of Oceanside will hold the City Contribution for each City, and collectively use those City Contributions to make payments due to JPW Communications under the Professional Services Agreement. Should it be determined that a change in the Scope of Work is advisable which will require a change in funding in the base Contract Price as detailed in the Scope of Work, the City of Oceanside shall notify the 78 Corridor Cities of the service changes (“Services”) and the price for those services (“Cost”). With that notice, the City of Oceanside will provide the 78 Corridor Cities with a proposed Addendum to the Professional Services Agreement (“Services Agreement Addendum”) describing the Additional Services to be provided at the Supplemental Cost. Based on those materials, each City will be asked to execute an addendum to this MOU (“MOU Addendum”) to enable the City of Oceanside to fund the Services. Should each City execute the MOU Addendum, then within ten (10) days thereafter: each City shall transfer to the City of Oceanside a sum equal to one-fifth of the Supplemental Cost; and the City of Oceanside will execute the Services Agreement Addendum. Following the completion or termination of the Professional Services Agreement, the City of Oceanside shall determine if any amount is left unexpended from the collective City Contributions and shall return to each 78 Corridor City a sum equal to one-fifth of that amount. F. Trademark and Copyright of Works The 78 Corridor Cities recognize that JPW Communications will generate graphics, taglines and other materials (“Works”) which may require a trademark, copyright, or similar registry to be protected under Federal or State law, which shall be obtained by JPW Communications, or its subcontractor, for the benefit of the 78 Corridor Cities. The 78 Corridor Cities acknowledge that each, as an owner of a trademark, will responsible to police infringing uses of its trademark. If the 78 Corridor Cities do not enforce its trademark rights or otherwise fail to maintain quality control over the trademark (i.e. a naked license), trademark rights may be lost. This is also true regarding the responsibility to police infringing uses of their copyrights. The 78 Corridor Cities agree that they will reasonably police their intellectual property rights and promptly take reasonable steps to prevent infringing and unauthorized use of their trademarks Jan. 18, 2022 Item #5 Page 10 of 26 and copyrights. Upon learning of a potential infringement or unauthorized use, the 78 Corridor Cities shall meet, discuss and select an appropriate course of action to reasonably prevent infringement or unauthorized use of their intellectual property rights. G. Miscellaneous The terms of this MOU are intended by the parties as a final expression of their agreement with respect to such terms as are included in this MOU and may not be contradicted by evidence of any prior and/or contemporaneous agreement. This MOU specifically supersedes any prior written or oral agreement between the parties. This MOU may be executed in one or more counterparts, each of which shall be deemed an original, but all of which together shall constitute one and the same instrument. IN WITNESS WHEREOF, the parties hereto have executed this Assignment on the date first above written. CITY OF VISTA CITY OF ESCONDIDO By:_____________________________ By:_____________________________ Patrick Johnson, City Manager Sean McGlynn, City Manager ATTEST: ATTEST: Kathy Valdez, City Clerk Zack Beck, City Clerk By:____________________________ By:_____________________________ APPROVED AS TO FORM: APPROVED AS TO FORM: Darold Pieper, City Attorney Michael R. McGuinness, City Attorney By:____________________________ By:_____________________________ (Signatures continue on next page). Jan. 18, 2022 Item #5 Page 11 of 26 Document no. 21-D0789-1 12/15/2021 (15) CITY OF OCEANSIDE PROFESSIONAL SERVICES AGREEMENT PROJECT: INNOVATE78 MARKETING THIS AGREEMENT, dated December 15 , 20_2.1for identification purposes, is made and entered into by and between the CITY OF OCEANSIDE, a municipal corporation, hereinafter designated as II CITY11, and JPW Communications, LLC, hereinafter. designated as "CONSUL TANT. 11 ' NOW THEREFORE, THE PARTIES MUTUALLY AGREE AS FOLLOWS: 1. SCOPE OF WORK. The project is more particularly descri~ed as follows: Marketing and communications activities to support the Innovate78 regional economic development initiative (Attachment A). 2. INDEPENDENT CONTRACTOR. CONSULT ANT'S relationship to the CITY shall be that of an independent contractor. CONSULTANT shall have no authority, express or implied, to act on behalf of the CITY as an agent, or to bind the CITY to any obligation whatsoever, unless specifically authorized in writing by the City Engineer. The CONSUL TANT shall not be authorized to communicate directly with, nor in any way direct the actions of, any bidder or the construction contractor ·for .this project without the prior written authorization by the City Engineer. CONSUL TANT shall be solely responsible for the performance of its employees, agents, and subcontractors under this Agreement, including the training of each employee regarding the rights and responsibilities of an employer and employee for any potential discrimination or harassment claim under state or federal law. CONSULT ANT shall report to the CITY any and all employees, agents, and consultants performing work in connection with this project, and all shall be subject to the approval of the CITY. 3. WORKERS' COMPENSATION. Pursuant to Labor Code section 1861, the CONSUL TANT hereby certifies that the CONSULT ANT is aware of the provisions of Section 3700 of the Labor Code which require every employer to be insured against liability for Workers' Compensation or to undertake self-insurance in accordance with the provisions of that Code, and the CONSULT ANT will comply with such provisions, and provide certification of such compliance as a part of this Agreement. 4. LIABILITY INSURANCE. Jan. 18, 2022 Item #5 Page 14 of 26 Innovate78 Marketing 4.1. CONSULTANT shall, throughout the duration of this Agreement maintain comprehensive general liability and property damage insurance, or commercial _ general liability insurance, covering all operations of CONSULTANT, its agents and employees, performed in connection with this Agreement including but not limited to premises and automobile. 4.2 CONSULTANT shall maintain liability insurance in the following minimum limits: Comprehensive General Liability Insurance (bodily injury and property damage) Combined Single Limit Per Occurrence General Aggregate Commercial General Liability Insurance (bodily injury and property damage) General limit per occurrence General limit project specific aggregate Automobile Liability Insurance $2,000,000 $ 4,000,000* $2,000,000 $4,000,000 $ 2,000,000 *General aggregate per year, or part thereof, with respect to losses or other acts or omissions of CONSUL TANT under this Agreement. 4.3 If coverage is provided through a Commercial General Liability Insurance policy, a minimum of 50% of each of the aggregate limits shall remain available at all times. If over 50% of any aggregate limit has been paid or reserved, the CITY may require additional coverage to be purchased by the CONSULTANT to restore the required limits. The CONSUL TANT shall also notify the CITY'S Project Manager promptly of all losses or claims over $25,000 resulting from work performed under this contract, or any loss or claim against the CONSULTANT resulting from any of the CONSULTANT'S work. 4.4 All insurance companies affording coverage to the CONSULT ANT for the purposes of this Section shall add the City of Oceanside as "additional insured" under the designated insurance policy for all work performed under this agreement. Insurance coverage provided to the City as additional insured shall be primary insurance and , other insurance maintained by the City of Oceanside, its officers, agents, and employees shall be excess only and not contributing with insurance provided pursuant to this Section. 2 Jan. 18, 2022 Item #5 Page 15 of 26 Innovate78 Marketing 4.5 All insurance companies affording coverage to the CONSULT ANT pursuant to this agreement shall be insurance organizations admitted by the Insurance Commissioner of the State of California to transact business of insurance in the state or be rated as A-X or higher by A.M. Best. 4.6 CONSULTANT shall provide thirty (30) days written notice to the CITY should . any policy required by this Agreement be cancelled before the expiration date. For the purposes of this notice requirement, any material change in the policy prior to the expiration shall be considered a cancellation. 4. 7 CONSULT ANT shall provide evidence of compliance with the insurance requirements listed above by providing, at minimum, a Certificate oflnsurance and applicable endorsements, in a form satisfactory to the City Attorney, concurrently with the submittal of this Agreement. 4.8 CONSULT ANT shall provide a substitute Certificate of Insurance no later than thirty (30) days prior to the policy expiration date. Failure by the CONSUL TANT to provide such a substitution and extend the policy expiration date shall be considered a default by CONSUL TANT and may subject the CONSUL TANT to a suspension or termination of work under the Agreement. 4.9 Maintenance of insurance by the CONSUL TANT as specified in this Agreement shall in no way be interpreted as relieving the CONSULT ANT of any responsibility whatsoever and the CONSULT ANT may carry, at its own expense, such additional insurance as it deems necessary. 5. PROFESSIONAL ERRORS AND OMISSIONS INSURANCE. Throughout the duration of this Agreement and four (4) years thereafter, the CONSULTANT shall maintain professional errors and omissions insurance for work performed in connection with this Agreement in the minimum amount of Two Million Dollars ($2,000,000.00). CONSULT ANT shall provide evidence of compliance with these insurance requirements by providing a Certificate of Insurance. 6. CONSULTANT'S INDEMNIFICATION OF CITY. To the greatest extent allowed by law (including, without limitation, California Civil Code section 2782.8), CONSULT ANT shall indemnify and hold harmless the CITY and its officers, agents and employees against all claims for damages to persons or property arising out of CONSULTANT'S work, including the negligent acts, errors or omissions or wrongful acts or conduct of the CONSULTANT, or its employees, agents, subcontractors, or others in connection with the execution of the work covered by 3 Jan. 18, 2022 Item #5 Page 16 of 26 lnnovate78 Marketing this Agreement, except for those claims arising from the willful misconduct, sole negligence or active negligence of the CITY, its officers, agents, or employees. CONSULTANT'S indemnification shall include any and all costs, expenses, attorneys' fees, expert fees and liability assessed against or incurred by the CITY, its officers, agents, or .employees in defending against such claims or lawsuits, whether the same proceed to judgment or not. Further, CONSULTANT at its own expense shall, upon written request by the CITY, defend any such suit or action brought against the CITY, its officers, agents, or employees founded upon, resulting or arising from the conduct, tortious acts or omissions of the CONSULTANT. CONSULTANT'S indemnification of CITY shall not be limited by any prior or subsequent declaration by the CONSULTANT. 7. OWNERSHIP OF DOCUMENTS. All plans and specifications, including details, computations and other documents, prepared or provided by the CONSULT ANT under this Agreement shall be the property of the CITY. CONSUL TANT shall provide all such documents in electronic, editable fonnat upon request by the CITY. The CITY agrees to hold the CONSULTANT free and harmless from any claim arising from any use, other than the purpose intended, of the plans and specifications and all preliminary sketches, schematics, preliminary plans, architectural perspective renderings, working drawings, including details, computation and other documents, prepared or provided by the CONSULTANT. CON~UL TANT may retain a copy of all material produced under this Agreement for the purpose of documenting CONSUL TANT' s participation in this project. 8. COMPENSATION. CONSULTANT'S compensation for all work perfonned in accordance with this Agreement, shall not exceed $100,000 per contract year. No work shall be perfonned by CONSULTANT in excess of the total contract price without prior written approval of the CITY. CONSUL TANT shall obtain approval by CITY prior to performing any work that results in incidental expenses to CITY. The five Innovate78 cities (Carlsbad, Escondido, Oceanside, San Marcos and Vista) will contribute an equal financial share of $20,000 per city to c01npensate JPW Communications, with the City of Oceanside serving as contract manager, based on the terms set forth in the attached MOU. 9. TIMING REQUIREMENTS. Time is of the essence in the perfonnance of work under this Agreement and the timing requirements shall be strictly adhered to unless otherwise modified in writing. All work shall be completed in every detail to the satisfaction of the Innovate78 cities within two years. 10. ENTIRE AGREEMENT. This Agreement comprises the entire integrated under- standing between CITY and CONSUL TANT concerning the work to be performed 4 Jan. 18, 2022 Item #5 Page 17 of 26 Innovate78 Marketing APPROVED AS TO FORM: By:~ U'~ NOTARY ACKNOWLEDGMENTS OF CONSULTANT MUST BE ATTACHED. !:\City Attorney\Professional Services Agreement Short Form (Design Professionals).doc 6 Jan. 18, 2022 Item #5 Page 19 of 26 Attachment A Innovate78 Marketing Activities JPW Communications Scope of Work The five cities along the 78 Corridor (Carlsbad, Escondido, Oceanside, San Marcos and Vista) wish to retain JPW Communications for marketing activities to support the Innovate78 regional economic development initiative. This work includes the following activities: Research & Audit Conduct audit of current key messages, outreach materials and target audiences; review survey results and other provided data in support of economic development opportunities. Leverage previous research to provide insights and recommendations. (Estimated 80 hours @ blended rate of $150/hr): $12,000 Strategic Planning Update overarching marketing strategy to tactical level, defining operational objectives and marketing campaign objectives separately; define segmented target audiences; determine best strategies for reaching targets and recommend methods of campaign delivery with impression projections based on separate media budget. NOTE: Leveraging strategic plan previously developed by JPW. (Estimated 60 hours @blended rate of $150/hr): $9,000 Program of Work Develop three creative concepts for a long-term marketing effort, based on strategic framework and refine one selected concept. Concepts will include positioning statement, headlines and initial copywriting of a single outreach piece. Deliver complete media and marketing plan workflow for how creative will be delivered, what mediums win be used, projected placement performance with total impressions and cost per mille (thousand impressions). (NOTE: any approved media buys to be purchased directly. Media placed through JPW is subject to 20% placement fee.) (Estimated 120 hours@ blended rate of $150/hr): $18,000 Implementation Toolkit Once concept is finalized, JPW will create an implementation toolkit with all needed collateral pieces which may include folder, one-sheets, brochure or pitchbook, presentation deck, digital ads, print ads, social media graphics and posts with all imagery and copywriting. Content development will include blogs, photography, video concept, scripting, scouting, storyboarding, on-site production, post-production, motion graphics, sound and final story packages for active distribution. Complete execution of marketing and media plan, placement of all media, posting of all social media content per content calendar, and administration of any direct digital campaigns including Google ads, Facebook ads and Y ouTube promotions. (Estimated 326 hours @ blended rate of $150/hr): $48,900 Jan. 18, 2022 Item #5 Page 21 of 26 Evaluation Attachment A Innovate78 Marketing Activities JPW Communications Scope of Work Provide recommended goals for measurement and key performance indicator standards for ongoing implementation. Set up analytics dashboard, provide monthly performance reports with insights and recommendations for ongoing optimization. (Estimated 80 hours@ blended rate of $150/hr): $12,000 Total $99,900 2 Jan. 18, 2022 Item #5 Page 22 of 26 Exhibit 2 Jan. 18, 2022 Item #5 Page 23 of 26 Jan. 18, 2022 Item #5 Page 24 of 26 Jan. 18, 2022 Item #5 Page 25 of 26 Jan. 18, 2022 Item #5 Page 26 of 26