HomeMy WebLinkAboutStaff Report 3312
City of Palo Alto (ID # 3312)
City Council Staff Report
Report Type: Consent Calendar Meeting Date: 12/17/2012
City of Palo Alto Page 1
Summary Title: Approval of Additional Funds for Contracts with Riezebos
Holzbaur Design Firm
Title: Approval of Amendment One to Contract with Riezebos Holzbaur
Group to Add $37, 212 for Design Work for the Library and Administrative
Services Departments for a Total Not to Exceed Amount of $121,212
From: City Manager
Lead Department: Administrative Services
RECOMMENDATION
Staff recommends that Council approve Amendment One to Contract S12144615 with Riezebos
Holzbaur Group LLC (vendor) to add $37,211.50 for design work for the Library and
Administrative Services Departments for a total contract amount not to exceed $121,211.50.
(See Attachment A)
DISCUSSION
The Library Department would like the consultant to work on brand development to create a
positive image for the Library that will resonate with residents, which is also consistent with
City of Palo Alto branding. The services will include a plan for use, a style guide, as well as
additional support with web services and social network points of contact with the public to
ensure brand consistency. These services will create a greater sense of unity throughout the
library system in its messaging, outreach, and marketing efforts.
The Administrative Services Department would like the consultant to do a brief redesign of the
Long Range Financial Forecast document in FY 2013, followed by a more comprehensive
overhaul of the document the following year
Several departments have been utilizing the consultant for design work, including Community
Services (the Enjoy Catalog), the City Manager?s Office (City branding), and Utilities. The
combined compensation for these services is already $84,000. Therefore the proposed
additional work for the Library and Administrative Services Departments requires Council
approval.
City of Palo Alto Page 2
RESOURCE IMPACT
The compensation required for the above referenced contracts will come out of the FY 2012
funds available In the Library and ASD Budgets. No additional funds will be required.
POLICY IMPLICATIONS
This recommendation does not represent any change to existing City policies.
ENVIRONMENTAL REVIEW
Contracts to design City publications do not constitute projects under the California
Environmental Quality Act. Therefore, no environmental assessment is needed.
Attachments:
Attachment A: Contract Amendment 1 for S12144615 Riezebos Holzbaur (PDF)
AMENDMENT NO. 1 TO CONTRACT NO. S12144615
BETWEEN THE CITY OF PALO ALTO AND
RIEZBOS HOLZBAUR GROUP
This Amendment No. 1 to Contract No. S12144615 (“Contract”) is entered into
December 10, 2012 by and between the CITY OF PALO ALTO, a California chartered municipal
corporation (“CITY”), and RIEZBOS HOLZBAUR GROUP, a California corporation, located at
847 Sansome Street, 3rd Floor, San Francisco, California, Telephone: (415) 983-3700
(“CONTRACTOR”).
R E C I T A L S:
WHEREAS, the Contract was entered into between the parties for the provision of
Pollution Prevention Public Outreach and Graphic Design Support; and
WHEREAS, the parties wish to amend the Contract;
NOW, THEREFORE, in consideration of the covenants, terms, conditions, and
provisions of this Amendment, the parties agree:
SECTION 1. Section 5 is hereby amended to read as follows:
“ 5. COMPENSATION FOR ORIGINAL TERM. CITY shall pay and CONTRACTOR agrees to accept as not
to exceed compensation for the full performance of the Services and reimbursable expenses, if any:
The total maximum lump sum compensation of dollars ($ ); OR
The sum of dollars ($ ) per hour, not to exceed a total maximum compensation amount of
dollars ($ ); OR
A sum calculated in accordance with the fee schedule set forth in Exhibit C, not to exceed a total
maximum compensation amount of One Hundred Twenty One Thousand, Two Hundred Eleven
Dollars and Fifty Cents ($121,211.50).. . .”
SECTION 2. Section 7 is hereby amended to read as follows:
“7. INVOICING. Send all invoices to the CITY, based on the specific project. Attention: Project Manager for
PublicWorks, Julie Weiss, Environmental Compliance, 2501 Embarcadero Way, Palo Alto, CA 94303 Email:
Julie.Weiss@CityofPaloAlto.org , Telephone: (650) 329-2117; Project Manager for Libraries, Monique le
Conge Ziesenhenne, Director, 270 Forest Avenue, Palo Alto, CA 94301, Email:
Monique.leconge@cityofpaloalto.org , Telephone (650)329-2403; and Project Manager for Administrative
Services, Nancy Nagel, Senior Financial Analyst, 250 Hamilton Avenue, Palo Alto, CA 94301, Email
Nancy.Nagel@CityofPaloAlto.org , Telephone: (650) 329-2223. Invoices shall be submitted in arrears for
Services performed. Invoices shall not be submitted more frequently than monthly. Invoices shall provide a
detailed statement of Services performed during the invoice period and are subject to verification by CITY.
CITY shall pay the undisputed amount of invoices within 30 days of receipt.
. . .”
1 Revision July 25, 2012
2 Revision July 25, 2012
SECTION 3. The following exhibit(s) to the Contract is/are hereby amended to read
as set forth in the attachment(s) to this Amendment, which are incorporated in full by this reference:
a. Exhibit “A” entitled “Scope of Services”.
b. Exhibit “C” entitled “Compensation”.
SECTION 4. Except as herein modified, all other provisions of the Contract,
including any exhibits and subsequent amendments thereto, shall remain in full force and effect.
IN WITNESS WHEREOF, the parties have by their duly authorized representatives
executed this Amendment on the date first above written.
CITY OF PALO ALTO
____________________________
City Manager
APPROVED AS TO FORM:
_____________________________
Senior Asst. City Attorney
RIEZBOS HOLZBAUR GROUP
By:___________________________
Name:_________________________
Title:________________________
Attachments:
EXHIBIT "A": SCOPE OF SERVICES
EXHIBIT "C": COMPENSATION
EXHIBIT A
SCOPE OF SERVICES
1. Public Works Project - Pollution Prevention Public Outreach and Graphic Design
Support
Introduction
To fulfill its responsibilities as an operator of the Regional Water Quality Control Plant
(RWQCP), and as a co-permittee in the Santa Clara Valley Nonpoint source Pollution Control
Program, the City of Palo Alto is required to develop and administer a series of pollution
prevention and outreach programs targeting residents, businesses and industry to reduce the
quantity of pollutants entering the sewer and storm drain systems. Outreach is directed by City of
Palo Alto staff within the Public Works Department, Environmental Compliance Division for the
RWQCP. The RWQCP is owned and operated by the City of Palo Alto, but is funded by and
provides service to its six partner agencies: East Palo Alto Sanitary District, Los Altos, Los Altos
Hills, Mountain View, Palo Alto, and Stanford.
Because lower South San Francisco Bay has been listed as an impaired water body, the RWQCP
public outreach program must be effective and search for new opportunities to inspire behavior
change in target groups.
I. Scope of Work
Task 1–Develop Integrated Outreach Strategies and Materials
Examples of RWQCP audiences include: residents regarding less-toxic pest control and
correct disposal of pesticides, pharmaceuticals, mercury-containing products, vehicle fluids
and other potential water pollutants; businesses and industry regarding plastics elimination,
expanded use of recycled water for irrigation and toilet flushing and environmental
compliance requirements; other government agencies that the City collaborates with to
achieve water pollution goals.
The consultant shall assist the Environmental Compliance Division with developing integrated
outreach strategies and materials for audiences primarily within the RWQCP service area.
Specifically the consultant shall:
a) Develop an annual outreach plan working with project manager at the start of each
calendar year–unless otherwise specified– incorporating traditional and new media.
b) Develop, enhance and maintain the RWQCP’s new social media components to include:
i) Facebook–responses will be performed primarily by RWQCP staff. Account
access must be available to several RWQCP staff for flexibility in responding.
The consultant will assist with account maintenance, troubleshooting and
related training for staff and assume at least one message each per week;
ii) Assist staff in exploring and possibly integrating the use of Twitter, blogs,
social networks, video sharing sites, interactive online media, games and other
methods as feasible given staff time resources;
c) When practical and relevant, incorporate the effective use of community-based social
marketing (CBSM) defined as “the systematic application of marketing along with other
concepts and techniques to achieve specific behavioral goals for a social good” to foster
behavior change
d) Create traditional outreach materials and provide graphic design services to include:
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i) Utility bill inserts, print ads, factsheets, newspaper articles, displays,
brochures
ii) Promotional items for schools, special events, and businesses.
iii) Customized illustrations and artwork for a variety of formats (displays,
brochures).
iv) High-resolution photographs with a regional context (e.g., local wildlife, Bay
habitats).
v) Images, charts and graphs clearly explaining complicated information or a
compelling call to action
vi) Videos and animated images for theater and online advertising
vii) Movie making, including story and script development, animation and
graphics
e) coordinate with in-house and outside printers.
Any artwork designed for this contract shall become the property of the City of Palo Alto.
Task 2– Advertising Administration
The consultant shall assume administrative responsibilities for the placement and payment of
advertising. The consultant shall:
a) Establish $25K of the total contract amount for advertising in local theaters, papers,
and other venues. Printing of any materials will be paid for separately by RWQCP
unless otherwise negotiated.
b) Receive approval for all ads and ad scheduling by the project manager before
placement
c) Interact with advertising venues to schedule and confirm ad placement and duration
of run
d) Ensure accurate billing and timely payment
e) Provide a balance of the ad budget with each billing cycle and copies of paid invoices
itemizing where ad placement occurred
f) Upon request, the consultant will provide a detailed report on ad placement in each
outreach venue listing which ads ran, total run dates and costs.
g) Upon request, place ads and/or utilize creative materials not designed by the
consultant for outreach material production as needed. Administrative fees for
placement of these ads shall not exceed those that are for ads designed by the
consultant.
Task 3–Web Content
The consultant shall assist RWQCP staff in developing and maintaining web content and
creative elements for the RWQCP www.cleanbay.org website which services the RWQCP
service area, and for the RWQCP information on the City of Palo Alto website
www.cityofpaloalto.org which services Palo Alto residents and businesses solely. Technical
maintenance of both websites is performed by staff in addition to an existing contractor for
www.cleanbay.org.
Task 4– Media Relations
The consultant shall:
a) work closely with RWQCP staff to cultivate relationships with media within its
service area with the goal of increasing local media coverage about water pollution
prevention. Because the RWQCP’s service area is confined to a small geographic
location outreach strategies and media contacts must be appropriately targeted and
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timed to avoid conflict with other Bay Area agency pollution prevention programs
and to complement regional media and outreach efforts.
b) work with staff to develop and maintain a comprehensive outreach resource list that
includes local community newsletters and outreach opportunities specific to the
RWQCP service area.
II. Samples
The bidder is required to:
a) submit at least five (5) samples of work relevant to the scope of work specified in this
proposal.
In addition, the Consultant shall provide a minimum of two examples each of:
b) Audience Research – identifying the various segments of a population and the
issues/concerns of each plus the best ways to reach and engage them.
c) Multi-cultural marketing – adapting campaigns to address the interests and concerns
of various cultural and socio-economic groups
d) Marketing and distribution plans
e) Goal tracking
The consultant may be asked to assess the audience awareness level via focus group studies
and/or an analysis with the City and its Partner Agency. The consultant shall work with staff
to then develop appropriately targeted outreach and campaign strategies and measurable
evaluation criteria for each campaign or program.
III. Environmentally Preferable Practices and Green Business Certification
The City is a Santa Clara County Certified Green Business. The City encourages the
businesses it works with to adopt environmentally preferable practices and to that end the
consultant:
a) will maximize the use of environmentally preferable printing practices such as using
vegetable-based inks, sourcing of (and printing on) at least 30% post consumer
recycled content paper and preferably 100% post-consumer content processed
chlorine-free.
b) will place the recycled-content logo and paper specifications (e.g., “Printed on 100%
post-consumer recycled content, process chlorine free paper”) on all printed
materials.
c) Preference will be to Certified Bay Area Green Businesses
http://www.greenbiz.ca.gov/ or to those who are actively enrolled in the program
with the intention of completing certification within twelve months of the award of
contract.
2. Libraries Project – Library Branding
Palo Alto’s residents are progressive, affluent, influential, intellectual, and the City consists of a
diverse community of people of all ethnicities and backgrounds. One of the challenges of
branding the City of Palo Alto Library is understanding how we can appeal to this audience. In
order to create a positive image for the Library that will resonate with residents, CONSULTANT
proposes to create a unique and original brand for the Library.
CONSULTANT shall provide the following services:.
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Brand Development
BRAND SURVEY
CONSULTANT will conduct an internal brand survey in which it will survey City of Palo Alto
Library employees to find out what they think about the Library’s identity and evaluate whether
they like it or dislike it, as well as why or why not.
STRATEGIC DEVELOPMENT
Utilizing the findings from the internal brand survey, CONSULTANT will come up with several
options for brand positioning and develop core messages for the City of Palo Alto Library.
VISUAL DEVELOPMENT
Upon selection of a core message, CONSULTANT will begin development of the visual identity
of your brand, including the logo and visual look and feel, as well as creation of brand guidelines
for specific design applications. Deliverable will include a City of Palo Alto style guide.
Brand Launch
CREATIVE SERVICES
Design of touchpoints as specified in the cost proposal.
WEB REFRESH
Utilizing the look and feel of the refreshed City of Palo Alto Library identity, CONSULTANT
will provide page assets to the Client to ensure brand consistency (as specified in the cost
proposal).
Brand Maintenance
AS-NEEDED CREATIVE SERVICES
Ongoing, as-needed custom design services
Every interaction the City of Palo Alto Library has with its audience is called a “touchpoint.”
Touchpoints are defining moments of truth, each one is responsible for crafting your identity. The
task of CONSULTANT is to help the City of Palo Alto Library to capitalize on these moments of
truth and to present the strongest public identity
possible. The first step is to identify the Library’s touchpoints and determine which are the
Librarys highest priority touchpoints. Based on our assessment of the City of Palo Alto thus far,
we have identified the following existing touchpoints:
• Website
• Brochures
• Flyers
• Signage
• Letterhead
• Banners/Posters
• Facebook
Our goal is to work closely with the City of Palo Alto Library to improve upon each of these
touchpoints as itemized in the cost proposal, Library’s core brand message is effectively
conveyed, and apply the Library’s new visual identity cohesively and consistently.
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3. Administrative Services Project – Long Range Financial Forecast Document and Budget
Book Cover 2012-2013
Introduction:
The Administrative Services Department prepares annual Proposed and Adopted Budget
documents, as well as a Long Range Financial Forecast. The department needs
assistance in updating the cover of the Budget document, and in overhauling the format
of the entire Long Range Financial Forecast (LRFF).
The CONSULTANT shall complete two phases of work for the Administrative Services
Department.
Phase I
In phase one, the CONSULTANT shall update the format of the Long Range Financial
Forecast as well as update the Budget document cover. The following steps are
envisioned:
Explore a range of creative concepts for both documents.
The Long Range Financial Forecast is a 4-color document of approximately 30
pages.
Present two distinct creative concepts to the City for selection.
Allow up to two rounds of client edits.
Produce both the Long Range Forecast document and the Budget cover according
to the designs approved by the City, after receiving the text and/or other content
from the City team.
Phase I will take place in the December 2012 to February 2013 timeframe, so as to allow
presentation of the Long Range document to the City Council in February.
Phase II
Phase II will take place in 2013 and will involve a more complete revision of the LRFF
format than occurred in Phase I, and/or a continuation and completion of the Phase I
revision. Whereas Phase I comprises a format update, Phase II will comprise a format
overhaul. Similar steps are envisioned:
Explore a range of creative concepts for the LRFF document
Present up to two distinct concepts to the City team
Implement a layout based on the concept(s) selected by the City team.
Present revised layouts to the City.
Edit and fine-tine the layouts according to feedback from the City.
Produce the LRFF document according to the new layout, after receiving the text
and/or other content from the City team.
EXHIBIT C
SCHEDULES OF FEES
CITY shall pay CONTRACTOR according to the following rate schedules. The maximum amount of
compensation to be paid to Contractor, including both payment for services and reimbursable expenses,
shall not exceed One Hundred Twenty One Thousand Two Hundred Eleven Dollars and Fifty Cents
($121,211.50). Any services provided or hours worked for which payment would result in a total
exceeding the maximum amount of compensation set forth herein shall be at no cost to City.
1. Public Works Project - Pollution Prevention Public Outreach and Graphic Design
Support; Detail Rate Schedule
1. Final Total $84,000.00
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2. Libraries Project – Library Branding; Detailed Rate Schedule
Task I – Brand Development
Service: Fee
Brand Survey $600.00
Core Message Development $1,900.00
Visual Development (Logo, Look, Feel) $7,500.00
Style Guide $2,800.00
Total $12,800.00
Task II – Brand Launch
Service: Fee
Collateral System $7,500.00
(Envelope, Letterhead, templates)**
Web Refresh $93/hr
Total $7,500.00
Task III – As-Needed Brand Maintenance
Service: Fee
Take One Flyer $1,000 Per Flyer
Brochures $2,000 Per Brochure
Poster $2,500.00 Per Poster
Postcards $850.00 Per Postcard
Total $4,000.00
2. Final Total (All Three Tasks) $24,300.00
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3. Administrative Services Project – Long Range Financial Forecast Document and Budget
Book Cover 2012-2013; Detail Rate Schedule
Phase I – Brief Redesign of Long Range Financial Forecast Document, FY 2013-
2023
Task I - Long Range Financial Forecast Document Fee $1,125.00
Creation of 1 concept for 30-page Long range Financial Forecast 4-color interior, and
cover designs. Includes up to 1 round of client edits
Task II Fee $1,562.50
Production of 30-page Long range Financial Forecast interior and cover. Final deliverable
will be a print-ready high resolution pdf file.
Task III – Budget Book Cover Fee $350.00
Creation of 2 concepts for Budget Book cover. Includes up to 1 round of client edits.
Final deliverable will be a print-ready high resolution pdf file.
Phase I Total (All Three Tasks) $3,037.50
Phase II – Complete Redesign of Long Range Financial Forecast Document, FY
2014-2024
Task I - Long Range Financial Forecast Document Fee $3,500
Creation of 1 concept for 30-page Long range Financial Forecast 4-color interior, and
cover designs. Includes up to 1 round of client edits
Task II Fee $5,200
Production of 30-page Long range Financial Forecast interior and cover. Final deliverable
will be a print-ready high resolution pdf file.
Phase II Total (Two Tasks) $8,700
Contingency for Phases I and II: $1,174
TOTAL: $12,911.50