TO: Mayor Thomas J. Weisner
FROM: Clayton Muhammad, Director of Communications and Public Information
DATE: August 15, 2013
SUBJECT: title
A Resolution Authorizing the Professional Services Contract with North Star Destination Strategies, Inc., Nashville, Tennessee for Marketing and Brand Development in an amount of $138,000 plus Reimbursables
body
PURPOSE:
Attached is a resolution authorizing the execution of a professional services agreement with North Star Destination Strategies, Inc. Pursuant to the attached agreement, North Star Destination Strategies, Inc. will provide the City of Aurora with Marketing and Branding Services to identify a clear, strong brand identity for the City of Aurora for a fee of $138,000 plus Reimbursables.
BACKGROUND:
This Professional Service Contract is the result of the Request for Proposal process which was authorized by the Finance Committee on May 14, 2013. North Star Destination Strategies, Inc. was selected through this competitive process in which six firms were evaluated with North Star Destination Strategies, Inc. being the recommended most qualified firm.
The competitive process included an initial review of submitted proposals by members of the Mayor's Business Roundtable (letters of support for the overall Marketing & Branding Initiative are included as attachment: Letters of Support) and an invitation was given to four of the firms to advance to the interview and evaluation phase of the process.
During the interview and evaluation phase, firms presented a proposed scope of work for Aurora to an interview team that consisted of two (2) members of the Mayor's Business Roundtable and three (3) city staff members. In addition, a cross-section team of twenty-two (22) community members were invited to evaluate the presentations. Evaluators ranged from students to seasoned professionals in marketing and communications.
Presentations were rated in four categories: Project Experience, Personnel Experience & Qualifications, Approach, and Responsiveness. Scores were submitted by both the Interview Team and the Evaluators and averaged (see attachment: Marketing & Branding Evaluation Chart). After scoring was finalized, fees were opened by the Interview Team and merged accordingly.
In all categories, North Star was rated the highest by all aforementioned parties. The proposal submitted by North Star is included as an attachment and expands on their many achievements in this field and their knowledge as an industry leader in municipal branding with over 150 municipal clients.
DISCUSSION:
The proposal and the refined Scope of Work (see attachment: Scope of Work) from North Star Destination Strategies, Inc. describes in detail the tasks which they will undertake to assist the City of Aurora in achieving its goal of identifying a clear, strong brand identity that represents the varied attributes of the city with variation of business, resident and visitor recruitment. The objective of the effort is to have a unifying message that will produce tangible increases in economic development, commercial development, overnight lodging, and tourism.
To achieve this goal North Star will assist the City by performing a number of tasks as detailed in the Scope of Work. Those tasks and some highlighted sub-tasks are as follows:
- Education And Buy-In
- Research and Planning
- Community Research: including situation analysis, research and planning audit, communication and media audit, familiarization tour, key stakeholder interviews, stakeholder focus groups, vision survey, brand barometer, undercover interviews, social media imagery exercise, Tapestry residential and regional profile
- Consumer Research: including customer mapping, online brand monitoring, top business prospects, Tapestry consumer profile, qualitative perception study, quantitative perception study, consumer and non-consumer awareness and perception study
- Competitor Research: including competitive positioning review, competitive perception review
- Insights/Brand Positioning Statement
- Creativity/ Brand Concept And Logo
- Written Creative Concepts
- Logo and Graphic Identity Look
- Brand Narrative
- Graphic Brand Standards Guide
- Action/Recommended Marketing Strategy
- Final Presentation
- Evaluation
- 12 month check-up on brand performance
- Consultant/Client Coordination
- Wayfinding and Signage Design
- Character Workshop
- Wayfinding and Signage Design Program
IMPACT STATEMENT:
It is not anticipated that the approval of this professional service contract will have an impact to other City Departments.
RECOMMENDATIONS:
Staff recommends approval of the resolution authorizing the professional services contract with North Star Destination Strategies, Inc., Nashville, Tennessee for Marketing and Brand Development in an amount of $138,000 plus reimbursables.
ATTACHMENTS:
Resolution and Proposal
Letters of Support
Marketing & Branding Evaluation Chart
cc: Alderman O'Connor, Chairman
Alderman Schuler
Alderman Mervine
Alderman Peters, Alternate