HomeMy WebLinkAbout0383.000•
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.AJn& 21. 1990
THE HONOAASlE COY COUNCIL
Palo Alto, ear~orria
12
Apploval. d Contract for Requitmef1l Advertisioo Services: Auslir>-Knight Advertising,
Inc.
Members d I1e Council:
Attached for Counci! approval. is an agreement w~h Auslir>-Knig/'( Advertising. Inc. for
recruilmef1( advertising seMces covering a 1Ine-year period begiming .uy 1, 1990.
Discussion
Each year I1e City place. approxima!ely $75,000 10 $95,000 d recruilmert adverflsing
n newspapers, journals and professional buIIelins, An advertising agency is usee! 10
provide copyrighIing seMces, layou and artwork for dsplay ads, media and
organiza1ional' researCh and ad placement
Agency compensallon is mainly derived "om media commissions d 15 percent. The
orly direct agency charges hcurred by I1e City are producflOfl charges for display
ads req.Jiring carMra·ready ma!eriaI, non-commissionable local advertising iocaI
advertising charges and charges lor posIage. !elepl1one and messenger service.
Ausfin..KnighI was seleded as I1e proposed provider d recru~ment advertising services
alIer I1e City reviewed proposals from Itvee additional. bklding companies, The
compat\ies submitting proposals were BSA. r.c,: HfI Advertising; and Bernard Hodes
Advertising. Alter evalualiog "'" scope d services and production charges from 1he
four companieS, Austin-Knigl-t was seTecled based on f1e IOIIowing oonsiderations:
1. A welJ.establislled wack record d outstanding service 10 1he City.
2. The aIJoTIIy 10 provide requested services at competitive cost
3. A fully staffed local office within 1he Bay AIea.
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Page Two
Services and expenses under the proposed agreemert win be lor a hee-year period
COITVTlefldng .Aly 1. 1990, subject 10 the Courd annual appropriatioo of funds lor
fiscal )ears 1991-1992 and 1992-1993. Funding lor recruitmert advertising lor ~sca1
year 1990-1991 has been proviCoo i'l 1ha 1990-91 Budget
Staff recommends that Courd authorize !he Mayor 10 execute I!1e attached Agreement
with Auslin-Kn;ght Advertising, re. for recruitment advert1sing services.
~ submitted,
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AGREEMENT
BV T~S AGREcMENl WAD(.'.NO €~T£F!EO INTO..".. TKE _____________ ,._____________ OA y Of' _____ _
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~'f AoNO ee'r'NUJiIi llE Qr'( Of PAlO A!..l'O Il'iU\E!NA.F;EPi RtfE-f:lRfD ro"'$ Cny, ,,"'to {41 S} """")«, AntlL!aJg!!~or»<'Ulail.-.-___ ") __________ ------------
(ADCR£SS) _LO....sllll..21ZlilDiLSboreJina~)T" _~a ",,"JHl>~J;A ____ "'Pj M.9QQ __ ",><ONE) 331-56QlL
,~IEAErNAFTE~ .REf£AflFO 1O.(S CONTRA.CTOR). IN C~$jDEAATMJN 01' D-lEIR MV1'JA.L COVFJI/ilN7S" THE PARTIES HEAElO AGREE AS FOllOWS
• CQ.NTRACTOR 'SI-W.-l ~'i(DE OR f1JRNI'S!-< l'f'f-fO\.lOWINC S?E.CIf"IEfJ SER'.'lCtS ,m(1,OR ",,,,n: Rli'.I..$ Sf>i:CIfIEO I'N. EXHIBIT ~S_ .
AT fACIi[tl HEF\E'O ,&.NO INCQR.POFV. TFO KEl'IlErto e._ THIS R[fERENCE
Servfces relited to tne copywriting and ~laceme~t of recr~itment adYertising including
media selection and ancl11iary ser~1ces as required in accordance with attached
[xhibits A , C incorporated hereiR by this refere~ce~
o Additional te~s: Tbis contra~t is fo~ a tenm of 3 years; p~ovided however. that t~is
contract shall be terminated not later than June 30t~ of iny fiscal year fa w~ich City's
• EXHIBITS THE FOUOWlr-IG ... n.tDtE1) EXH:aITS I'lEREB'( "'A£ IIIAOE PAAT Of" TtflS A{l~EWE"OT Counc i 1 does no t budget and
Exhibft A. Scope of Sen.-ices appropriate funds for payme~ts to
E~hibit B. Compensation becQrne due under t~is contract ~uring
Ex~ibit t. R~~earch Capabilities any s~b~equent fi&eal year.
• TERMS THE SEJ'I\lICE!. ANOiOf' MA nRi.t.l.S FURNtSrl£D UNC)£A n"ns .-.i3r1Eo.i"NT SHALL CQl,MIliCE ~ -.-l...uJ..t __ lL...1..~90 _______________ -_
lIND SKAU BE COMPLETED BEFORE 2~_~ ___ )0.. l_~_L ______________ _
• COMPENSATION FDA THE F'...K_lPER.FORt.\<lNCE Of ll<..(S "G.REE'~NT Cit". wi 11 pay Contractor in accordance with
iJ CIT"tSHAU.." .... yCONTAACfOf'!.. Attached EKhibit B under paragraph entitled C~ts.
Compensation under t~is Agree~£nt shall not e~ceed
o CON"T"AACTORSHAL..l..PAYCrTY; $95 .. 000 annually ... specific costs are more partfclilarl.1
de>cribed in EX~1bit B.
• PAYMENT RECORD [DEFA,fCTME,,"T LlSf: ~E\I£hSE S'i:I£)
• CITY ACCOUNT NUMBER:
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~-=;!2-4Jq-31 2o=--=--==-J-----_-= ____ : ____ --------=~ _______ -------~Ls 9!r.QlJ~ ____ ~Iil!.. 11' _ ~~ ___ -
• GENERAL TERMS ANO CONDITIONS AAE lInUDED ON 80n. SlDeS 'OK 1HlS DOC"""",.
"WIS _~G-IlEE:.tENor SHAll BECOME EFfECl'W'E upaN ITS APP.'iOVAl AND EXH:l,f'nON' BY C~" !III wm*E-SS THE"RFOF", rKE PARTlfS Hi\1If EXECUTED THIS
,l.GREEMfNifm: DAY, WONTH, AND \'EAR F~ rfflIT!'a1 AIlJ\tE
WlUI BARMlEl&, ccf(tAAClO'I i;re!!S 10 ,w:kmni1'y, ~t'\(j Jr1(! Mtc harmleSS CITY, ~ ~I;er;, ~er,~" 'InC ~m\llo'if.as. wJm M)' and 11\ tlt1nanCS, claims \jI1\lbiii\)' t:I
W. ~LU""'!, i1c'\j~nu Wr,mWiJT tkoil~h, Ci)l.Ise(! b)' J)r i"iSjnll 0111 of COI\jTRACfOR S, rts '.Il'fice-I'S", iQenrs" il1' rmplcry*S-' r\eg11:.lerl1 acl'.i, erT!l~ or nmr5~itln~" aT wrltrui
miS(oo(iuct" QI' C(ln()LiCl \nr Whitt! the la ... impo~ ;:!r~c1 rl.lbllrt, o~ CONTRACTOR 1ft the 1l~:la;'TldrlCe ilr f,uTilr! to pt'-:-()nT, INs ~r€E:Ylenl )y crn.tmtlC'f()q"
£IfTTRE lGRUMElR This iIjlrW'lleru aaa_thtlc,Oll5_D_(;\l..nIl.iiUl.ll~_!I!l...ttlt.if..\..'Bri&_JJ..;aCI repre'io€~IIM-el'l1ire iili.reeme-iil tlE~' ... ~r !he p¥lfes lllith le~ III til! ~U'Chillte:
IITld SoaT/! or f!1e oP!Quj~ment.. malerials 01" !?lPllnes rs ~a)'ment It)!" SofnIICe-s lII~Ch may be IhIi! s"bfl"Cl af till! C(lrtlaL1 M jlri,;lr a~eer:ler.l'$, ~'erent.f!IGn!. stalements.
~\ltali\l<l'S iIl'\C urmrtl~ingl'i wl'lt~r arat IJl" .,..r1t"~1\ a~ S\lptlW'~ hert1)y
• PAOJECl MANAGER ANOREPR£SENTAm'EFORCIT'i'
NAJ.lE Jea rli.....n...~,, __ ..§..Qoda T iL.. ___________________________ _ ~:r~~_~¥~d-----
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EXH1E'HA
SCOPE OF SERVICES
ACCOUNT SERVICES
These basic services include placerr'l_ent of City's recruitment ads in newspapers ... trade
pl1b~X:ations. community bofietins and organizational newsIl'lters" 1fedia ptmning..
bask research. maintenaoce of rate contracts and o-verall management of the City ac
rount will be handled primarily by Pat Thompson, Account Manager. llarbara Shaw,
Sr. YlCe PresidentJRegiona11{anager "",ill be mvolved v.rith the overall supervision/
management of this account
In addition. Contractoc shan provide the fonoV\-ing:
COPYINRITING
Copywriting foe weekly recruitment ads is at no charge. Copywriting fo< brochures,
flyers or any other type of program is estimated prio< to implementing the project
Olarges foe this type of wock are agreed upon by City PRIOR to any work being initi
ated.
RESEARCH
Contrac";or shaD provide ba.qc media and market research relevant to recruitment ad
vertising at no charge to the Gty of Palo Alto. The Contractor has research capabilities
describ..'d in Exhibit C. These servi,-es snail be maintained by the Coniracto< during the
term of this agreement.
SPECIAL PROJECTS
Contraclo< agrees 10 perform spedal 0< complex projects wrucn in ,-olve the use of
outside senices Of data bases when directed to do so and when approved in advance
by the Contract Coordinalor. Examples of spedal 0< exlr.o<dinary projects are: Em
ployee Referral programs~ po fair advertising and related premium..c;, signs, posters~
fly ... "I"s; audio-visual maferials~ ('ampus recruitmenf maferials/publications; minority
recruitment programs; radio~ lV~ direct maIl" billro.ardc;, and fheafer advertisL'1g. These
are all considered a parl of the recruiEmenJ advertising sphere. '\Alritten quotations shaD
be glven to Contract C()()Cdinator bef.ore any proi~-t or work is initiated.
MONTHLY REPORT
ContradOr 'II'lill pro\r}de the City ""'ith a spe..i.al monthly report, util!.zing the format the
Gfy hac; submitted, listing all relevant inloCInation rt?gardingjob titles, ne1A"Spapers/
pu'blications, Tequl:sition numbers and departments in vcXved, together ';o\.;th the total
costs incurred during thaI month. There is no charge to the Gty fo< this repocl
EQUIPMENT
As part of the Se<v1ces hereunder, Cor-lfaeM snall provide \Q the City an .utomatic 3M
2110 Fax machine at no char{;e to the Ory of Palo Alto. This incIudi;""S an'} maintenance
the equipment may need dunng the next three years.
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o EXH1FJT B
COMPENSATION
BILLING
A list of a.Il advertisements ....... ith estimated costs shaU be sent w(>ekly to Contract Coor
dinator. In addition, tearsheets '""1.11 be sent to Con !Tact Coordir.aJor on a weekly basIs
as procl olrun and as the-y appeared in a gi'\'en publicatlon. Contractor shan bill media
and proclucOo.."1 charges and an other services perfor-med under this agreement on a bf
weekly basis and ,n charges are due net 3Q days.
COMPENSATION
For the full performance of this Agreement City s"halJ pay Contradoc a sum not to
exceed l':"mety-Fi.e Thousand Dollars ($95,000.00) per year through the term of this
agreement as folloi-\o"S:
1. City shall be billed foc actual costs foe recn.ritment advertising, as authorized by t.he
Contract Coocdinator for actual commisslonable charges by the pllblicatloDS as fol
lows: Space C'OSt express :handling,. production and applicable salC5 fax,. if any. There
""ill be no charfe by Contractor for corrunissionable I:i'ledia spaceJ because the media
discounts the cnarges ro Contractor.
2. Non-comm.issionable space v.'111 be billed at a marked-up rate to n-"'i1ecf a 15% com
missionable gross cha!'ge.
3.. Production costs on special projects~ other than normal print advertisin,& shaD be as
follows: Costs k>c arh\.~Ofk are $SO/hour for layout and paste-up time. $70/hour f.()f
design time. This includes odginal art,. preparation of ca.mera-ready ads, type specifi
cat:ior\ and layou.t. Written quotations shan be given bef~)-re any work is ffiitiated and
approval to begin work mu..q be obtained from the Contract Coordfnator_
4.. Oty shall reimburse Contractor for actual C'OSlS of incidental expenses such as post
age, telephone and messenger S€rvi<:es.
5. Any special or extrrord'mary PI,]ject.s which require Contractor to uttliu outside
services or data bases shall 'be billed at a cost mutually agreed to by Contra:CK)c and
Contract Coordinator in writing at the time the project is pre-approved.
6. ContraclOi' shall notify th.z Contract Coo·rdinator-when the aty ha.5 reached an an
nua1 expenditure of approximatE:ly $75,000.00 in order to eliminate the possibility-of
exceeding the amount of iliis Agreement.
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AUSTIN KNIGHT
MEDIAIRESEARCH UNIT
EXHIBITC
PAGEIOF4
The Austin Knigh! Media/Research Unit is equipp<.>d to handle aU comprehensive
research projects. The capabmties of the Media Re'Search Unit are divided into k>ur
categories:
1. MARKET RESEARCH
1. Market Research
2. Media Research
1. Minorily/Affi.rmaHve Action Media Research
4.. MisceUaneo-uslSpecialized Projects
A. On-Line Databases -Through subs£ription or free access
Examples: Nexus, Lexus, Media On-Line, MEIE (!\f"lCrocompu!er Electronic information
Excharge) and others.
OnvIi Ou-line Darabase Directory
Publication providing a comprehensive listing of ewry av"ilable dat;base foe research
po.!1'pOSeS. Updated annually.
Busin.ess 11l.formatio1J So Ilrees
Gulde '" seJected business books and referenoe sources.
B. The Media
NeW>papers and trade publications often provide specific, detailed infClrn1a60n such as
employment trends~ marketing infonnation. surveys, salary revieW\'S~ competitive infor
lJ'I.ation and other specifics to the market or industry covered by each publication. This
inJaCInation is frequently updaled and kept 00 file in our extens;,-e media lib.-ary.
Th.,,'''Ough on-line databases~ b~iness information sources and our e~fensive media
h1>rary, Austin Knight is able to disseminate specific. detaiW Wocmaoon such as em
ployment trends, marketing infonnation.. sunreys. salary re1rie"W"'S. competitive infOf"ma
fun and other specifics of man y industries.
.. -\nnuar In4usrry BUYeT·s Guides
Published by!rade publications annually and pro>ide in-depth cocporate listings on
selected industries.
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N"tion411',,,,dL lIn.d Professional Associarwu
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EXHIBrrc
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Annual listing of industry trade organiza~Km.<;, (.ontacts and member~jp information
foe all aspects 01 industry. Also indu;les details on publications rmagazines, nev.-sM
lers' published by each oeganizaoon in <>rder 10 reach members. Updated annuany.
A,.,stiPl lVIigbt DatQ.ba~
Agency database contains a variety of reports and projects done ft."lC all client.;;, including
very s;pecialized information.,. competitive Wonnation.., calendars of trade conferences
a.."'ld even~ job fairs and specifk recruitment marketing information..
2. MEDIA RESEARCH
Austin Knighfs media research is able 10 provlde listings 01 majo< industry trade publi
cations including information on circulation ana.lysis~ editorial profiles, editorial calen
dars and adv..-using rates.
Oul' media research extends beyond the realm of standard pubIlcatlons and endeavocs
k> identify other effective recruitment vehicles: indus fry, trade and professional news-
letters, radio. direct mail lists, outOOoc, etc.
Placing advertising In or buying the direct mail lists of association ne",sIeUers is a
pro\Ten method 01 reaching the hlgher-l~€'l professional who is not actively St't.'king
a new position.
Media sun~eys are another useful tool to delennine which media are mos! frequently
.. earl. listened to or watcl-.ed by )"our employees. \"{e prepare ilie survey and you send
a copy to each 01 your employees. The media your employees utilize ".-ill be very simi
lar to that 01 your target market
A. Print
Afedi!J On-line Database Access
UsfIng 01 rnajot' industrial trade publications inc1ud1ng edi~ona1 proftles, editorial caI
endars~ advertising rates and circulation figures.
LUS/,1yn Diucfory of Publ;cations
ReferO::'nce 'bo;X)k provides listings of every publication -magaZines, nt."""'"'Spa.rers and
journals publisned.t least twke a montlt in tlte u.s. and Canada. Updated annuany.
BPAlM<?mbcrsnip Benifits
Aus.tin Knlghl is a member of the Bu... ... mess Publication Ac;scx..;ation and is entitled to
receIve audit reports foe all trade publications which bekmg to the BP.A. Audit state
ments cont.lln inIormation about each magazine's circulation and re~s.hip. They
are upda ted in June and December of every year.
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V.arious Me4ill Directories
EXHIBITC
PAGE3OF4
The agency has, on file, national. state l.nd kx::a1 media directc..r.es to locate and inves.ti
gale all ttpes 0{ media.
B. Broadcast
Arbitro," RlIting Servia
As subscribers 10 the full service 0{ Arbitron Radio Rating Books, the agency also re
ceives detailed information on radio Ii5tenership~ trends in radio, audience profiles,
market profiles .. Network TV Ratings Surveys, etc., as well as ac(ess to all existing
Arbitron set'\'k;!s.
CcuncJ1 On CgTeer Development For Minorities
Various publicaoons list minority eruoJ\ment figures foe colleges and universities,
minority trade and fraternal associations .. etc.
Afediamarker GJlid~
Prov'.de5 audience infocmation and cost estima tes for all types 0{ broad<ast and print
media. Updated quarterly.
Computer RMJU -FD-r Broadcast Buys
The agency o{ten requests reach/frequency runs done by local stations or representa
tives prior 10 placing a radio buy to determine if the schedule will provide tM maxi
mum reiiich and frequency against the target audience. Radio buys can be refrned to
prO\ide tM maximum efficien<.-y based on the I€SUlts 0{ these runs.
3. MINORITY/AFFIRMATIVE ACTION MEDIA RESEARCH
Austin Knighl has implemented more than two do7-"", minority I affrrmative action
recruItment advertising programs f-or its clients. These programs are !allored k> the
elien!'. specifk goals and targefed towards blacks, women, tM handicapped and other
minOrity groups wIthin the 'wopriate induslTie<.
Austin Knigh! is prepared 10 develop such. program, ublizing minority trade publica
tions .. associations. newsletters ... j:>b fairs and coJ)eges.
Austin Knigh! is fully cognizant of the various law5 relaling to Nondiscrimination in
Employmenl. such as:
• Equal Employment Opportunity Act 1972
• Equal P. Y Act 1963
• Civil Righls Act (Title VII)
• Age DL<crimination in Employment Act 1%7
• Rehabilitation Act 1973
• Vlelnam-ERA Veteran~s ReadjustII1 . .ent Assisfance Act 1974
We-h.1ve also .assisted clients in de\'eloping efleclivt EfO/AA Frograms.
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Bun-ell's Black Ml!dia. Directory
o EXHlBITC
PAGE4OF4
National directocy olb!ack medla -ne\\'Spapersl m.agazines. broadcast ----on a national
and local basis. Updated annually.
Bu.rrelt"s Hispa11ic Media Dirrctory
National directocy 01 Hispank media --nevvspapers, magazines, broadcast -on a na
tional and local basis. Updated annually.
Burrell's WOmt1l'S Media Directory
National directo<y for women's media. Updated annually.
Hispa.k Market F.ct Book
Delatled information on every majo< Hispanic market in the country. inchKfing popula-
60n figures~ newspaper coverage, audlence profiles. etc.
Bl.ckbook -1988
Annual listing ol major black trade associations, C'0nventions, including black media
information.
4. MISCt:LLANEOUSlSPECIALlZED PROJECTS
The Research Department will frequen~y custom-<iesign a proje<."t to define 5peci.'k
needs on a cocpocate level Examples of thls type of research indud.e the foIlo~i.ng:
A. Focus Groups
Focus groups drawn fr<Xll eiU,er the client's employees or outside sources can
be u6-lized in determining everything from st>-ength of ad copy kl perception of
the corporation.
B. Telephone Surveys
Telephone surveying is it: useful research tool in determining the attihldes and motiva
tors ol the target aud~ence. This type of research can )ieId valuable information con
cerning your image as an employer as wen as the competition·s. ar.d the type of recru'it
ment advertising lo which the target audience is receptive.
Austin KrUght is fully prepared and willing 10 institu te any type of specialized research
in order to better focus and target our clients' recruitment advertiSing efforts... Vole rec
ommend and encourage the use of such research tools as a way to fully utilize the .ser
vices of Austin Knight and to improve the overall effe(:tiv('nt.">Ss of your ado;rertising.
C. Client SurveysIMedia Surveys
A media survey conducted \\oith key client personnel can provide us v.ith valuable
infot'D'taoon roncemIng reading" listening and vie ...... ing habits that can help U'S refine
(our medi. planning.
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