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TO: Mayor Richard C. Irvin
FROM: Clayton Muhammad, Director of Community Relations
DATE: February 15, 2019
SUBJECT:
A ratification of payment to Point B communications for public relations, marketing, branding and communications services for services rendered in 2018 from balances of the 2018 budget.
PURPOSE:
As the City transitioned under Mayor Irvin’s administration, the need for a refreshed and regional brand upgrade was a top priority. During Mayor Irvin’s first State of the City Address in 2018, the unveiling of the new THERE’S SOMETHING HAPPENING HERE was unveiled. The purpose was beyond just public relations and well into the economic development branding locally, regionally and nationally. The City secured the services of Point B Communications to assist with the existing process.
BACKGROUND:
After discussions with a number of marketing and public relations entities, the City met with Point B Communications to discuss its successful marketing strategies for other municipalities and economic development arms. Point B conducted a research forum with the City of Aurora, Invest Aurora, the Aurora Regional Chamber of Commerce, the Quad County African-American Chamber of Commerce, the Aurora Regional Hispanic Chamber of Commerce and the Aurora Area Convention and Visitors Bureau to begin to assess a comprehensive approach to branding Aurora.
After working to revive the City’s current brandprint developed in 2015, Point B provided:
• Strategic services including brand positioning, brand hierarchy, competitive analysis, over-arching market approach, goal setting and general strategic consultation.
• Media services including research, negotiation, insertion order development, placement verification, ongoing optimizations, call screening and one-off POV development.
• Creative services including concept development, copywriting, creative direction, art direction, graphic design & production, and interactive design & production.
• Production management services including cost estimating, establishing print specifications, bid procurement, sourcing of premiums, press checks, photographic reproduction and lettershop oversight.
DISCUSSION:
The Point B 2018 costs of $92,221.18, which includes aforementioned work and a monthly retainer to assist with services, will be paid for using balances from the 2018 budget. Account numbers include: Marketing Projects (101-1025-419.32-20) and Public Relations and Economic Development Initiatives (353-4433-437.73-20). If there are additional projects in 2019, they will come before council prior to beginning the process.
IMPACT STATEMENT:
In 2015 after an extensive rebranding process, the City of Aurora approved a new brand, including a new logo. In an effort not to duplicate those efforts but to establish a marketing approach in concert with area economic development partners and under the direction of a company with proven results, that initial brand was rejuvenated and a new focus on the entirety of Aurora was put into place, allowing for a modern regional approach to marketing Aurora. Using an already approved budget and filling in the gaps of service as a result of staff turnover, Point B communications assisted in the process throughout 2018 to provide a firmer foundation for the years to come.
RECOMMENDATIONS:
It is respectfully requested that the City Council authorize the approval ratifying payment to Point B Communications.
cc: Finance Committee
CITY OF AURORA, ILLINOIS
RESOLUTION NO. _________
DATE OF PASSAGE ________________
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A Resolution Ratifying Payment to Point B Communications for Public Relations, Marketing, Branding and Communications Services for Services Rendered in 2018.
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WHEREAS, the City of Aurora has a population of more than 25,000 persons and is, therefore, a home rule unit under subsection (a) of Section 6 of Article VII of the Illinois Constitution of 1970; and
WHEREAS, subject to said Section, a home rule unit may exercise any power and perform any function pertaining to its government and affairs for the protection of the public health, safety, morals, and welfare; and
WHEREAS, ratification of payment to Point B Communications for services rendered in 2018 is needed; and
WHEREAS, funds for the 2018 services will be paid out of the 2018 budget; and
WHEREAS, the 2018 budget has funds available in accounts: 101-1025-413.32-20 and 353-4433-437.73-20.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Aurora, Illinois, as follows: Payment ratification to Point B Communications for 2018 services rendered in the amount of $92,221.18 is hereby approved.