Title
A Resolution Of The City Commission Of The City Of Hollywood, Florida, Authorizing The Appropriate City Officials To Negotiate And Execute An Agreement Between The Highest Ranked Firm And The City Of Hollywood To Provide Branding, Marketing And Public Relations Services In An Estimated Annual Amount of $100,000.00.
Body
Staff Recommends: Approval of the Attached Resolution.
Explanation:
The Office of Public Affairs and Marketing is seeking to engage the services and enter into an agreement with a qualified firm to plan and execute a multi-phased marketing/public relations campaign for the City that includes research, branding, advertising, web-based marketing, creative services and collateral development, as well as public and community relations.
The City of Hollywood Marketing Plan will be research based, innovative and strategic with measurable outcomes focused on attracting private investment, creating new jobs, promoting tourism, recruiting businesses (corporate, industrial and retail), creating a brand identity and increasing community engagement.
The selected qualified firm would provide branding, marketing and public relations services in three (3) planned phases, Phase 1 - Market Investigation, Phase 2 Brand Development & Marketing Plan and Phase 3- Creation & Placement of Advertising, Monitoring & Reporting.
On August 28, 2015, Request for Proposals (RFP) Number 4479-15-RD was electronically advertised via BidSync in accordance with the City’s Purchasing Ordinance, Section 38.42(A).
RFP-4479-15-RD was opened at 3:00 p.m. on October 1, 2015, and resulted in the following ten (10) responses:
Ambit Advertising and Public Relations
Fort Lauderdale, Florida
Aqua Marketing & Communications, Inc.
St. Petersburg, Florida
Fahlgren, Inc. d/b/a Fahlgren Mortine
Fort Lauderdale, Florida
Iconologic
Atlanta, Georgia
Matrix 2, Inc.
Miami, Florida
Myriad
Los Angeles, California
Quest Corporation of America, Inc.
Tampa, Florida
Redevelopment Management Associates, LLC
Pompano Beach, Florida
Upscale Events by Mosaic, LLC
Fort Lauderdale, Florida
Wilesmith Advertising / Design
West Palm Beach, Florida
The evaluation of the proposals was based upon the following evaluation criteria as established in the RFP: Experience in successful marketing/ branding campaigns as demonstrated in part by results of similar projects/services provided for other similar clients; qualifications as demonstrated by the qualifications of staff who will be assigned to the account and the firm’s abilities to perform the scope of services; strategic analysis and creative approach as demonstrated through examples of prior work; ability to show measurable results and creative use of technology; cost proposal as proposed for three phases in year one (1) and fee schedule for subsequent optional renewal periods; knowledge of the City and understanding of the overall marketing needs of the City; and Local Preference.
On October 19, 2015, the proposals were evaluated by a five (5) member committee representing the Office of the City Manager, Office of Public Affairs and Marketing and the Hollywood Community Redevelopment Agency (CRA).
The proposal submitted by Iconologic was deemed to be non-responsive.
The nine (9) responsive proposals received were evaluated and the scores were compiled to arrive at the following rankings, (highest score), first choice to ninth choice:
Wilesmith Advertising / Design 433
Fahlgren, Inc. d/b/a Fahlgren Mortine 403
Aqua Marketing & Communications, Inc. 397
Ambit Advertising and Public Relations 363
Redevelopment Management Associates, LLC 355
Matrix 2, Inc. 323
Quest Corporation of America, Inc. 303
Myriad 261
Upscale Events by Mosaic, LLC 246
After all Proposals received were evaluated and scored, the Evaluation Committee recommended that the proposals be short-listed to the three (3) highest ranked firms as follows:
1. Wilesmith Advertising/Design
2. Fahlgren, Inc. d/b/a Fahlgren Mortine
3. Aqua Marketing & Communications, Inc.
After an evaluation of the RFP responses, the Evaluation Committee recommended that the three (3) highest ranked proposers by score be scheduled to make an oral presentation to the Evaluation Committee.
On November 5, 2015, the three (3) highest scoring firms made oral presentations to the Evaluation Committee.
The three (3) oral presentations were evaluated, but were not ranked as the evaluation committee requested that additional questions be submitted to the references submitted by Wilesmith Advertising/Design and Aqua Marketing & Communications, Inc. and to also request additional RFP documentation from the City of Dunedin and the City of West Palm Beach for the committee’s review.
On November 20, 2015, the Evaluation Committee met to further review and evaluate the three (3) oral presentations and the additional documentation and information provided and rank the proposers 1, 2 or 3 and the scores were compiled to arrive at the final rankings, (lowest score), first choice to third choice.
It is the recommendation of the Evaluation Committee to rank the three (3) highest scoring firms as follows:
1. Wilesmith Advertising / Design
2. Aqua Marketing & Communications
3. Fahlgren, Inc. d/b/a Fahlgren Mortine
The amount of fees to be paid for services provided shall be an estimated $80,000.00 to $100,000.00 annually.
Funding for this agreement has been provided and is available in the Office of Public Affairs and Marketing FY 2016 budget in the Contractual Services Account Number 57.1137.00000.590.003117.
The RFP document provides for an initial agreement term of one (1) year, with two (2) additional one (1) year renewal options.
Award is subject to the City’s receipt and approval of all insurance certificates required by the City’s Risk Manager, along with a signed Statement of Hold Harmless and Indemnity in favor of the City.
Recommended for inclusion on the agenda by:
Wazir A. Ishmael, City Manager
Matthew Lalla, Director, Financial Services
Raelin Storey, Director, Office of Public Affairs and Marketing
Joel Wasserman, Director, Procurement Services