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HomeMy WebLinkAbout0320.093I - ~" , , ," ': . { " 2 ... Tune 3, 199) THE HONORABLE CITY COtmCIL Palo Alto; C~lifornia A,,'Oendrnent pf Contract for. Rer,;x_uitment Advertising Services; Austin.=. Knight Aavertisin~Jnc. Members of the Council: Attached for Council approval is an amendment to the existing agreement with Austir.-:Knight Advertising, Inc~ for recl"uitme;;t advertising services for an additional one-year period through June 30, 1994. Each year the City places approximately $75,000 to $95,000 of recruit~ent advertising in ne~spaper6, journals and professiona~ l:oulletins. An advertising agency is used to provide copywriting services, layout and. art'Work for display ads; medIa and org3nizational research and ad placement. Austin-Knight is the current contractor and has provided excellen~ service for the past thre.e. years. This amendment will provide fo!' or.e additional year of service before rebidding in ~~~4. Age.ncy compensat.ion is derived fro=. media cOmlr,issions of 15 percent. The only direct agency charges incurred by the City are production charges for display ads requiring ca:'ll.era-ready materia.l, non-conunissionable loca.l advertising charges and .,;harges for postage, "t.elephcne and r:essenger service. The total amount -of t.be ar,cndment "fiill n-ot -exceed $70,000 in fiscal year 1993-94. ~~r.ding is provided in the 1993-94 proposed interim budget. Staff recommends that Council approve and authorize the Mayor to execute the attached Amendment no. 1 to the existing Agreement with ... I\.ustin-Kp.ight A-dvertis ing. Inc. for recruitment advertising services during fiscal year 1993-94, not to exceed a total of $70 /000 ... Respcctfuily submitted, '0turr! '~~IIL JAY t... ROUNDS Director of Human Resources Ma.r.Z:lger CMR: 320: 93 \ • ! " .: .. ~!.:--: .r . ... I ~ - .. ~ NC. 1 TO CO~CT NO. S0014167 BE'l'WI!lDI CITY OF PALO ALTO AND AUSTIN mIGB:T INCOR.POP.A= YOR ADVERTISING SnVlCES THIS AME~1JMENT to Ccntra~t No, SQ014187 mad~ and ente£ed into this ___ day of June z 1993, by and between the CITY OF PALO ALTO, a municipal corporation af California, hereinafter referred t.o as "CITY J II' and AUSTIN KNIGHT I NCORPC'RATED {Taxpayer Identification NUITIDer 94-24E1270}. a California Corporatie'n, with offices at 100 Shoreline Highway. Sausalito, CA 94966. hereinafter refez:red to as "CONTRACTOR"; WHEREAS. into between CITY related to che advertisingi and RECZTALS: Contract No. 50014187 was previously entered and CONTR.~CTOR for the provision of services copywri ting and placement of recrlli tment WHE:RE..~ I the parties may agree to amend said agreemer:lt to from time to time; NOW, THEREFORB 1 in consideration of their reutual covenants, the parties hereto agree as follows: ~_±.9J!-1.. The following paragraphs c,f Contract No. SG0~4~~7 are hereby amended to read as follows: a. Paragraph 1. "illN'I'R.P..Qr9J~.. Cor;.tractor shall provide or furnish the following specified services and/or materials specified ~n Exhibits ~, Band C, attached hereto ar.d incorporated herein. by this ref~rence; Services rela.ted to the copywri ting and placement of recruitment. advertising including .G:ledia selection and ancillary services as required in accordanc~ with Exhibits A and C. " b. Paragraph 3. ~.I.ERY..s. The term of Contract 80014.187 is hereby extended to June 30. 1994, unle~s sooner terminated as provided herein.- c. Par..lgraph 4. ~QQMPENSATIQ~. Compensation for the full performance of this Agreeme!1t: City shall pay Contractor in accordance with £xhibit S, under paragraph entitled Compensation. Compensation under this Agreement shall not exceed Seventy Thousand Dollars ($70,000) annually. Specific costs are lI'ore particularly described in Exhibit 1 - B. Adm.inistration fees far ad place.":,,ent are specifically waived. II d. Paragraph 6 ~ ~CITY ACCOL~ ~~R: $70,000 ar~u~lly.- 002'32430-3120 SBC7ION.£~ The: follo ..... ing exhibits to CO:1tract. No. are hereby amended to read as set forth in the following attached to this A.'11endrnent and incorpcr-3.ted in full refere:lce: a. Bxhibit -A" entitled ·Scope of Services"; b. Exhibit "B~ entitled ~Compensation·j and 50014167 exhibits by this c. Exhibit lie!' entitled "Media/Research unit~. SBCTION provislons of and force and effect. 3. Except as herein rnodified~ all other exhibits to said agreerneut shall remain in full IN WITNESS WHEREOF, the part.ies hereto have exec:u':.ed this Amendment the day and year first above written. A'ITEST: City Clerk: APPROVED AS TO FORM: Senior ~~st. City Attorney APPROVED: City Manager Director of Finance AP PROVED AS TO CONTENT: Director of Human Resources 2 CITY OF PALO ALTO Mayor AUSTIN KNIGHT INCORPORATED By: [I s «,\.14; It-a:_ ~--,,-II.!..(-, __ _ Taxpayer Identification No. 94-2461270 I I i , Attachments: EXHIBIT "A": EXHIBIT -3": EXHIBIT lie": o Scope of Ser~ices Compensation Austin Knight Media/Research Ur'.it ------ I ; - EXHIBIT A SCOPE OF SERVICES ACCOUNT SERVICES These bask services indud~ pla.cement of City's recn.litm.ent ads in r.ev .. 'spap..?rs, trade publications, com."'nuruty bulJeftns and organizational newsletie;s, Medi.l plan..."'...ing., basic research,. maintt'r.ance of rate contracts and Qv~rall ma.nagement of the Cit)' account will be harLdled primarily 'by Pat T},ompsonI ACi.:ount Manage:-. Barbara Shaw, Sr. Vice President lBusiness Development "'ill be involved ..... riLI-). the overali supeni­ sion/managelIlent of Utis account. In addition,. Contractor shall provide the (cUm .... ing: COP)1'1'jUTING Copy ...... :riting for weekly n:cruitment c1n'" is at Ill) charge. Copyv.:riting for brochur{'s, fly­ ers or any other type of progr-d..?Jl is estimated prior to implementing the project. Charges for this type of ...... ork are agreed upon by City PR10R to i?:1.Y wrxk be~ng initiated. RESEARCH Contractor shall provide cas:c media and market res.ean:.h relevant to recruitment advertising at no charge to the City of Palo Alto. The Cc,nrractar has re5€arcr. capabili­ ties des....-ribed in Exhibit C. These serviCE'S shall be maintained I:-y the. Contractor during the term of this agreement SPEGAL PROJECTS Contractor agrees to perform spedal or complex projects v,hL::h ir.\"olve the use of out­ side services or data bases l ... ·hen drrected to do so and whe!1 approved;n adva"'1("E' by the Contract Coordinator. Examples of special or e:...traordtnary pwjeC"ts are: Employee Referral progrQl1ls,job fair advertising and r€la~~d premiums, si8T1S, p()5~erS, fI~.,=rs; audio-visual materials, campus recruitment materials/publIcations; mir.orit:' recr..lit­ mEnt programs; radio, T\~ direct mall, billboards, and theater advertising. These are all considered part of the recruitment advertiSing sphere. "\Vritten quotations &hall be given to the Contract Coordinater before any project or work is initiated. MOl\'THLY REPORT Contractor will pro .... ide Ll-te City ...... -ith a sp>..'dal Monthly report utilizing the format the City has submitted, listing all relevant info:mation regarding job titles, ne'N'Spapers/publications, requisition numbers and departments involved, together with the total costs incuned during that month There is no charge to the City for th.is report EQUIPME!'I.'T 2110 Fax machine at no charge to the City of Palo Alto. n'lis includes any maintenance the equipment may need during the next year --"'_x_M"'_'~'"'-L " ~ - EXHIBIT !l COMPENSATION A list of all aavertiseme.."1ts, with estimated costs s.haH be x:nt " ... et:kly to COL,tract Coot'dinator.ln addition, tearsheets ¥\oill be ~nt to Contract Coordina~or on a weekJy basis iL<; proof of run and as they appeared in a given pl.l.b!Jcation. Contrac!or sha.ll bILl media and production ch.:u:ges and all other services pcrformed under this agreement on a weekIybasis and all charges are due net 30 days. COMPENSATION For the full performa."lce of this I'-.gre€ment, City shall pay Contractor a sum not to exceed Seventy Thcusa,'·''',d Dollars ($70J OOO) p~r year through the tenn of this agreement as follows: 1. City shalJ be billed for actual costs for recruitment adverti::ing.. as author.zt:::d by L>-te Contract Coordinator for actual commiss!onable: charges by the pUbliot:ons as fel­ lows' Space C:lst, :=XpTeSS handling.. production artd applicable sales tax, if any. There will be no charge by Contractor for conunissionable media space, because the media di.sc:ounts the charges to ContrKtor. 2. Non<ommlSs.icmab!e spac~ "',;ill be billed at a marked-up rate to reflect a 1~';'c com­ rnissionable gross charge. 3. Production costs on special projt:';::ts, other than n-:mTla! print ad-.:ertising, shall be as follows· Costs for artwork are $50/hour for layout and paste-up time. S70(hour for design time. llis includes original art. preparation of camera-ready ads, type speCIfi­ cation, and layout \"'ritten quotations shall be given before any work is initiated and approval ta b€g:irc w<;'lrk mus~ be obtained from L~e Cmtract Coordinatc·r. 4. Gry shall relffibur-se Cor.trador for .actual costs of incident"l t:xp~nsE'S such as postage, telephone and messenger services. s. Any special or extraordinary projects which require Conhactor t'J utilize outside ser­ Y;.ces or da~ base; shall be billed at a cost mutually agreed to by Contractor and Con lrat.i Coordinator in writing at the time Lhe pfoJject is preapproved 6. Contractor shall notify the Con!ract Coordinator when the City has rf:at.hed an annu­ al expenditure of approximately $60,000 in order to elimma!o:: the possibility of exceeding the amount of this Agreement -1 , , , i · I • • -, - __ ~ __ IIf_J!M_",~ ... AUSTIN KNIGHT MEDIA/RESEARCH UNIT EXHIBIT C PAGE 1 OF 4 The Austin Knight Media/Research Un.it is eq-ilipped to handle all comprehensiv;,:­ ro2Search projeC"'.s. Th~ capabilities of the Media Research Unit a..-e divided into four categories: 1. Milrket Research 2. ~(edi .. Research 3. Minority/Affinnative Action ~fedia Research 4. Miscdlaneous/Spec.ializfd Projects 1. MARKET RESEARCH A. O,,·Line Dafabases--Through subscription or free access Examples: Nexus, Le.xu.s. Media On-Line, MErE {f..,ucrocomputer Electrmcic Information Exchange) and others. Omni On-Line Database Direr-tory Publication providing a comprehensive listing of every available database f()t" research purposes. Uddated ann.ually Busi,-...ess Inforrr..o.tion. Sources Guide to selected business books and reference socrces. B. The Media NeW<.;.papers and trade publication.~ often pro'i.ide sped fie, detailed information such as employment trends,. marketing mformation,. sun"ey&, salary reviews, competitive infor­ mation and other spedfics to the market or industry covered by E'ach pubLcatian. This infonnation is frequently updated and kept on file in our extensive media library. Through on-line databases,. business information sources and our ex:ensiv-.: media library, Austin Knight is able to disseminate specific, detailed information such as employment trends, marketing infonr.ation, surveys, sa!ary reviews, competitive infor­ mation and other specifics of n,any industries. Annual Industry Buyer's Guides Published by trade publication annually and provi.de in-depth cC'rpor2te listings on selected industries. · . . " , - Na.tional Tradz and ProjessiolW.! Ass.ociaf'ion.s EXHIBIT C PAGE 2 OF ~ Annual listing of industry trade organizations, ccnL1.cts and membership information for all aspects of industry. Also indude:s details On pllb!ica~ons (magazines, newslet­ ters) published by each orga.n.ization in order to re~ch mEmbers. Updated annually Austin Knight Da ta/;as.! Agency database contains a variety of reports and Froje..'U done for all client'>, indud­ ing very specialized infonnation, competitive information, calendars of trade confer­ ences and events, job f?.irs and specific recruitrnent markfting infcrmation. 2. I\IEDIA RESEARCH Austin Knight'"s Il''tedia research is able to provide listings of major industry trade publi­ cations including infonnation on drculation analysi.s, editori31 profiles, edrtoria! (alen­ dars and advertising rates. Our media research extends beyond L"l-te re31m of s~dI1dard publicabon5 and ended.\/ors to identify other effect:lve recruitment vehicles: industry, trade and professional newsletters, radio, direct mai11ists, Clutdoor, etc. P1aci.~g advertising m or buying the direct mail b::.;:S of association newsletters is a proven method of readung the higher-le ... .-eI professional who is not actively seeking a new posi tion. r .... 1edia surveys are another usefui tool to detennir,f:' \ ... ·hich !!1-edia are most frequently read .. listened to or watched by your employees. \\'e prepare m€ survey and you ser.d a copy to each of your employees. The media your e:npIoyees utilize '-"ill be very simi!a. to that of your target market. A. PRINT Medin On-Line Database Access Listing of major industria! trade plibhcanons including editoriai profiles, editorial cal­ endars, advertising rates and circulation figures. lMSI-"Jjer Dire<tory oj Publimtums Reference book provides listings of every pubiication-magazin€s, nEwspapers and journals published at least t......-iCf' a month in the C.S and Canada. l:pdated arl.Ilualiy. BPNMemhership Benefits Austin Knight is a member of the Buslness Publication Ass(xiation and is entitled to receive audit fcraB trade publications ,·,;hicn belcns to the BP,t,. AudJt stat€m.enLc; con· run information about each magazine's c.. .. -irculatiafl and reader5hip. "Ibey are updated in June a.nd December of evel)' year i I I ! I- I - Various Media Directories EXHmIT C PAGE 3 OF 4 Tr.e agency has, on file, national, state and local media directories to lcx:.'!te and investi­ gate all types of media B. BROADCAST Arbitron Rating Service As subscribers to the full sen;ce of Arbitron Radho Ratmg Bcok.c., the agency abc rece-ives detailed infcmnation on radio listenership, tn:nds in radio, audience profiles, market profiles, Netv.rork TV Rati..'1g Surveys, etc., as well as access to all existing Arbitron services. Council On Career De,"elopment For Minorities Various publif"...ations list IlliJl.ority enrollment figures for c:;)lIeges and universities" minority trade and fraler.;al associations, etc. Mediamarket Guide Pro\-'ides audience irJorrrlanor'o. and cost estimat;::s. for aH t:pes of broadcast and print media. Updated quarterly. Computer Runs -For Broadcast Buys The agem ... "Y oHen requests reach/frequency runs done by k.cFlJ Std:ti'Jfl5 or representa~ tives prior to placing a radie-buy to determine if the schedule 't ... -iil provide the maxi­ mum reach and frequency aga[nst the target audlence. Radio bu).'s can be refmed to provide the maximum effidenc), based on me results of these runs. 3. MlNORlTYfAFFIRMATIVE ACTION MEDIA RESEARCH Austir. Knight has impleme::1ted rr.ore than t..'\.'O dClen minority./ affirnutive action r"2LTLuttrLent advertising Frograms for it'S clients. Inese programs are ta.ilon:d to the client's specific gIJals and targeted ~owards blacks, \"'omen, the dj~,,\BLED and other minority groups \'.'ithin the appropriate industries. Austin Knight is prepared to develDp such a program, uhlizing minority publications, assodations~ newsletters, job fairs and colleges. Austin Knight is fully'cogrlizant of the various laws relating to :-,.~ ondlscrimLI'1iilion in Employm~l.t. such as: • Equal Employment Opporturuty Act 1972 • Equal Pay Act 1963 • GV1! Rights Act (1iUe \ 1[) .. Ag-e DLscrimination in Employment Act 1967 • Renabilitation Ad 1973· Vietnam-ERA. • Veteran's Readjustrnent j.l..ssistance Act 1974 • The Americans with Dl~bilities Act 1990 \Ve have also assisted clients:n developing effective EEO/ AA Programs. L ,~;~~~,. v .'-;. ':." _.r. ,'~"'.~::,", ·J;'i~}'r .--'--'.--.--~-~,- :-."'. '-,'. - Bunel1.'s Black lv1edin Director;! EXHISITC P,~GE40f4 National directory of black media-newspapers, rnag2'.zines, broadcast--on a nationd and lccal basis. Vpda,ed annually Bunell's Hispanic "'redia Directory National directory of Hispanic media-newspapers; magazines, bro .. dcast--------on a national and local basis. Updated an.."1ually. Burrell's tVomer.'s .Vfed~ Directory National directory for women's media Updated annually. Hispanic }"JJlrk£t Fact Book D€:tailed infoml3.tion on every major HispaniC' m.1rket in the country, including FQPula­ lion figures, newspap€r coverage, audienc~ profiles, etc. SOlckOOak-1988 Annual listing of major black trade aS51..).:..-ialions, conventions, including black media infonnation. 4. MISCELLANEOUS/SPECIALIZED PROJECTS The Research Department ",!ill frequently custorn-design a project ~o define specific needs on a corporate l€veL Exarnpks of this type of research include the foliQv.:ing: A. Focus Groups Focus gro1..<pS dra ..... '!"i fJ."Om either we client's employees or o"..llside stJUrcf'S can J::.e u':::med 1."1 defenninlng everything from streng'll-" of ad capy to perception of t:\e co:poration. B. Telephone Surveys Telephone su!"\o'eying is a ll"iefuJ research toclln detennining the attitudes and motiva­ tors of the tar~t audience. This type of researc.t-" can yield valuable information con­ cerning your image as an employer as weU as the competitJ.on's, and the type ot recruit­ ment adverlisingto which the target audience is receptive. Austin Knight is fully prepared and v.iHtng to instihJte any type of specia!iz.ed re5eardl in order to better focus and target our clients' recruitmEnt advJ:::rtising efforts. ViE recorn­ me!ld and encourage the use of such research tools as a way to fuE)' utilize lhe services of Austin Knight and to improve the overall effectiveness of your advertising C. Client Surveys/Media Surveys A media survey conducted ...... riL.~ key client personrld can pro .... ide us with valuable iruormation concem.ing reading, listening and viewiIlg habits that can help LIS rd:ine our media planning.