HomeMy WebLinkAbout0368.094r
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July 7, 1994
THE HONORABLE CITY COUNCIL
Palo Alto, California
3
~~oval of Aqre~ent for Reo~uitro9nt Advertising Serviaes~
Austin-Knight Advertising. Inc.
Members of the Council:
'l'his report recommends approval of recruitment advc:::tisillg services
with Austin-Knight AdV"ertising~ Inc. providing the City of palo
}\l to with recxuitment advertising and collatE.'ral servLces for a
three-year period beginning July 11, 1994. Funding for recruitment
advertising and production charges is provided in the 1994 -95
Budget.
hc.ks..!:QlIru:!
Each year the City places approximately $35 r OOO to $45,000 of
recruitment advertising in nCIi,'apapers l j0u:rnals and professional
bulletins. An advertising ~gency is used to provide copyright
services, layout and artwork for display ads; media and
organizational research and ad placement. On an as-needed basis,
the agency also provides design and artwork for collateral projects
such as recruitment brochures; flyers; employee :t"ecognition
posters 1 employment applications, etc.
Agency compensation if! derived from media commissions of 15
percent. The only direct 'agency charges incurred by the City are
production charges for display ads requiring camera-ready mat'erial,
non-commissionable local advertising charges and charges for
postage, telephone and messenger service.
Requ'$'st for p:t"op0sals were sent to the follcwing seven agencies:
Bernard Hodes Advertising, Human Resout"ces Advertising; Inc.,
Austin Knight Advertising, BSA Advertising, The Hamel Group,
Advance Recruiting and Fraser Advertising. The four agencies
submitting proposals wel;e Austin -KnJ"ght Advertising, Fraser
Advertising, The Hamel Group, and Advance Recl."uitlllcnt Advertising.
CMR:J68:94
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Page TWo
After evaluating the scope of services and product ion charges from
the four com,.,oanics, three companies.. Austin~Knight, Fraser
Advertising, and The Hamel Group met RFP .l'cquirements and made
pl'eaentations to staff, The following table offers a comparison of
services and costs.
Coat/Su"Vice AUBtin-Xnight
Compa r t.on::v"--f_Advert i 81 ng
Hedia~ Paid 15t
Agency
'lobe HaJlI.Bl
Group
15\
Praser
Advertiaing
15%
I~c~o~~~,~~is~s~i~o::n,-___ ~ __________ ~~ ___________ +-___________ ~
Produr.tion
Chat"gesj
Ad Display
$6" SO/inch
Stats $20
$60!hour
(did not quote
on per inch
$12/inch
Stats $30
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Production
Chc\l"qes/
Collateral
_p~ec~8 ____ __
Cop)owr i till 9
tor Collateral
Projects
$30/hotlr
$30/hour
$60/hour No Quote -
to be quoted
on project
basis -----+"-==-"---
$60/hour
1------,--------'-1---
No Quote -
to be quoted
on p:t'oject
basis --+ '-=-----1/
Yes Yes No Fully staffed
local office -------+-------+-----------+--------11
FAX
Installation
No Charge No Cha:t"ge No Charge
Ba.sed on the above data, Austin Knight Advertising offered the
lo....·eat rates for display ad production charges and col1at'~ral
p:rojects. In addition to the above comparative data. Aus'tin-Knight
was sel~cted based upon the following considerations:
1. Referen-=c checks or past history of excellent service.
CMR:368:94
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The ability to provide requested services on a
competitive basis.
A fully staffed local office \.,.ithin the Bay Area.
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Page Three
Sel'vices and expensea under the proposed agreement will be for a
thre-e~year period commencing .July 11, 1994~ Bubject to the
Council's annua.l appropriation of !unds tor fiscal years 1995-96
and 1996-97. Funding for recruitme:ll ~dvertising for fiscal year
1994-95, has been provided in the Budget.
Staff' recomfflends t.hat Council authorize the Mayor to execute the
attached Agreement with Austin·Knight Advertising, Inc. for
recruitment advertising services.
Respectfully 8ub.llitted.
V~t0'-L/ '/ruUU"v
, JEI\lIINE HARTIN
"'st~':ager of Employment
Ij'). .(" (, l;. ,,! ) 7 """'C)
J/\:( ,C: ROUNDS
Director of HUman Resources
~~.~,
BERNARD M, STROJ~'
Assistant City Hanagel'
Attachment
CMR:368:94
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~~ r AGREEMENT .c
BY THIS AGREEMENT ""AOf ANO H,rrEA~~~IOOl-I THE ~ _____ • ______ DAV()( ._. ______ _
No. _
I i!-VM'05UWEENTHE CITY OF PALOALTO~.Fu;~"'FTERREFEArlEDtOAS ClfY,A.'Kl (liA"" (1) AlIs~mLlru;Q=at<L _______ "_ W ________ " ________________ -!41S) __
C.\OOflEsSJ ~t....h~_m6--.l.O.1!....s.b.o.re1io..e...llity-.I~n', ..satlSAliJ o • CA (lIf', ....i49.~ ~rIQ'Ei :111:::5.6.00 __
fl1ERE!'rAFle,q A[FtMf.O ro II" CO,," TRACTOR) IN CONSI~AAT~ Of TH~ 1A:M'".JIu.'-!. co .... tN.AlIlS TKf P ..... ·Ul{S ~:(R.l TO A.GRi [ "'S 1'000lCWS
• CONTRACTOR S1W.L PROviDe OR HJ$V'.sH THE f'(XlOWiNG ~Cl~IE(l SEFll'I';eS IMJOR l.tATeRl~S:S.l'(C~:W-~ t:l('~,,! A ,.~ .
• UTA.cmOItERETOAA'OINCQfIP<r.>.AT[OH[REINS,(THiSIIEF[AEHC€ Services related to the C()pywr1 Ung an<l plac€,r,ent 0
recflJftment advertising including media selection alld ancil1iary servi<:es as reQu~red in
accordance with attached EXhibits A & C incorported herein by this reference.
• Additional ~: This contract is for a term of 3 years; provided ~owever, th>t this contrac
shall be ternllrtated not later than June 30th of any fiscal year ~n .... hic.h City's Council does
not budget and appropriate flJnd's for payments to becOPle due uTlder this r.-ontrac-t dUrl'"9 any
• EXHIBITS n:e fo...lOWL'.'G An .... Ctj[O EXN1SlIS H1:AE8~ AR( J.V.~ ~AAT ~ THi:) "'G~£i"'t:111 subst:!qvent fi sCt\) yea r.
£xhibit A, Scope of Services
Exhibit B, Compensation
Exhibit C, Austin Knight Media/Research Una
• TERMS THE SfflVIC~S .A.No.oo ~ATEAIALS fURNI<;lo;EC~'OEA THt;.A(;.~EEUlNT $K.I.u C()"W!"'~ 0-< _Ju 1), !~ }_~_~~ .. __ _
ANO SHAll BE COOP1.E.IEO e.EFORe ~n..L_3.QJ2..91 _____________ _
• COMPENSATION fDA nlUUtl PfRfOO'J-\h'CE o~ TI'":l~""GAHVfNT C f ty .... ·ill pay Contl'.ac tor t n ('ICcord~ net> wi th
OCJ C.iTYSHAt.LPAYOONTRACTOR Attached Exhibit 8 under paragraph entitled Costs.
Compensation under thi:i Agree:':ent sha11 not txceed o (;C\VlAACTCfI$l-'.Altf'A~Clty S45~lOO annLlal1y. specifiC cos.ts are r....,r~ particulady
described ill hhibit B.
• PA YMEN T R ECOR [I \O.<f'AAT~gor us£ RfS.e RSE StDo'
• CITY ACCOUNl NUMBER:
REYCOOE-----------""""--"] '-'0>;"0, ----
~a~~)12;---=-=-~"-:_~ -~ ---
• GENERAL TERMS AND CONDITIONS AR' INClUDED",. 80m ,",0" 0""'$ OO:.U,,"EN'
THIS MRWWO SHAll &fCOMc EffeCTIVE Uf'<li<r ITS AI'PHJVAl },!iO ~~fClITIOr.,-f,\' ClFY. 1.1,' W~H;!5S THE~EOI H,t F''''~ll~S H"vr [r!(:lITfO )HIS
AGReeMENT TH~ DAY. MONTH. AND }'EAA ilMr WRHTHi A&")Vt
HOf 0 HARJI4LESS. coulAAt:IOR ~1t?S 1(l..mITlOiI~, !l!~!rod.and r/doj I\,!rln.ns C IT)' I\~ o.'!ar. ~;;fI':S "oj t,,"{,"':'-'HS ~<J)1 1'1 k~ Ii> O! ... ~·>~~ W-,~ (( kl ~:i cA
.an)! ild!llrt, ~,.odif19 wroogfiil ~Ih, C~lM.j boJ ()r .a'j~~"i (lit. 01 COI'ITRACTOFt 5 ~I-on<t'~. ~·'U !Y ~"";-:'J .. tH t'.t--)c_~ ltI~ tll",'\ c' 'C>_':"l,~,",,"":i (Il .'.:-:.,t
n"II$Co>Mlitt, v<<<~1 kif Ittl~h l/"o<' ~/j Im~!l:1)(:1 /<,It>f\;I:1 (11 OONHt,I,i.:TOR ~, 11'-<:' 1-.f.1.,y~"« tv 111,"11" N:"!.yr., I~ ,~·tt.*,.t~/ CV'ITAA~IOR
[1fT11!':: AGR EEMEI(T, 1"1'11$ 2~mmt'f11 i..1"51~t.Ltr~~"lS_w..Jbt.(t.t!~~ f'''''tV.'_ I~-t t-"·Vt ~>"'tl~ bt";",·u.\ tr'lt Dl~.n I\~ 1t1{".t{t ~_I~I f'l.'l'c>.J1ct
arid Si~ olille ~ .. "~<il. INt!lloll~ 01 $~W.H Of P-'!,m.o,'~ lor SlI'o",tS .... n.ct1 'N)' t-.f t~>! $~-t,.-t\( oIl~i W,!1}rt }Jo F':'; ~ • .iu.,.,(t.a fl;..'nt".Y:~)··1-I-~'!'~*,-"·~S.
1IeQOti.!ti(o(.$ alld Uo'XlerU~ IItltthtr rw.ll OIIlrtf1tll are $\lptrstC(.;! ~UD"I
., PROJECT MANAGER AAORf:AAES!mATrvEr~CITY
II~E J €a ni n. Ma r..,t",i n"--___ _
OE~r Human Resources
P.o. sox 10250
PtJ.O A\, TO. CA 94503 T,"_, H15L32902534. __ _
• INVOICING SENO"'lll~S TO Tt1f cnv. An ... PA()..'~Cl "".).N,'GER
• CITY OF PALO ALTO APPROVALS: {ROUTE FOR SIGN,'nJ"E'SACCO'l:WK> TO tI,'[JMfURS I'. IJ'f'A:l"AL ooxes &lO,\'j
. flX9Ii«l I '" _
jWY ()[p.i.,nIHI~(·J---r~~ fU,"f P.e.'>1 f1ij5ii-~A~~-----. --~-~-l-':~-------~---------F.;~,Yjs-~-ic~';'1-R.l.o:\~V~J;;.;:-1-;ill
":F """" COO .Fool.'WTY "}~E.SS-"'''''U~' -r ~ __ ,,-JJ;: ~~'" .,(>0."0'''"''''", ~~~ A1CoM'-'.0N"';;;"'i~-'::1-------_J
:~~=-_______________ 1" """ "",",,_ .. "'0''''" __
em MA."I.G~R ± "'-''I"tJo:: -~ ---ur;&l/l;>: ------(~Arl;)';.~{Y-~
_______ ~ ____ -__ --------~ ________ ~ ~ ___ ~ ____ J
RelAiN GREI:NCO"V
FOR YOUR: f Ilf: S. CONTRACTOR
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SCOPE OF SERVICES
ACCOUNT SERVICES
These basic servicCi include pl~cement of City's recruitment ads in newspapers, trade public-ations, community
bulletins and organi7.8tional newsletters. Media planning, basic research. maintenance of rate contracts and
overall management of the City occount wid be handled primarily by Pat Thompson, Account Manager.
Barbara Shaw, Sr. Vice PresidentlBLlsiness Development will 'be involved with the overall supervision/manage ..
ment ofthts account.
In addition; Contractor shall proyidethc following:
COPYWRITING
CQpywriting: for wet:!dy recruitment ads is at no charge. Copywritfng for brochures, flyers or any other type of
program is estirmlled prior to implementing the project. 'Charges fOT this type of,"'Ork are agreed upon by CHy
PRlOR to any v.'OTk being initialed.
RESEARCH
Contractor slH~B provide bastc incdia an1 market research relevant to recruitment adve.rthing at no charge 10
the City of Palo Alto. The Contractor has research cap<:bililies described in Exhibit C. These servjces shall }:Ie
msintained by the Contractor during the tenn of this agreement,
SPECIAL PROJECTS
Contractor agrees to perform special or complex projects which involve Ihe use of outside-service-s. or data
bases when directed to do so and when approved in advance by the Contract Coordinator. Examples of special
or el(traordinary projects are: Employee Referral programs, job fair advertising and rdated premiums, signs,
posters .. flyers; audto.visual materials, campus recmitment rnaterialslpubtications; minority recruitment pro·
grana .. radio, Tv, direct mail, bHlboard's, and Iheater advcrtising. These are all considered part oflhe recruit·
ment advertising sphere, \Vritten quotations shall ~ gh'cn to the Contrzct Coordinator before any project or
'WOrk is initialed.
MONTHLY REPORT
Contractor will provtde the City with a special monthly report utiiizing th e format the City has submitted, list ..
ing all relevant infonmuion regarding job tilles, newspaperslpublications, requisitton numbers and departments
involved, together with the total costs incurred during that month and year to date. There is no charge to the
City for this report.
EQUIPMENT
2110 Fax machine at no charge to the City of Palo Alto. This i!l.cludes any maintenance the equipment may
need during the term of the contract.
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COMPENSATION
futimatC<! costs will be given beforeplacem."1 of ads and senllo Conlracl Coordinalor. Contraclor sh,1I bill
media and produclion charges and.1l Olhu services performed under Ihis agreemenl 011. weekly basis and all
charge< .re due nel 30 daY', T •• "heeL!, as proof of run, as Ihey ap",arcd in a given publicalion will be
attached to t11e j nYOi ceo
COMPENSATION
for tn. full performance oflh;s Agreement, City shall pay Conlractor a sum nollo exceed $45,000 per year
through I"',term of this agreemenlas follows:
I. City shall be billC<! for actual cosls for recruilmenlad'/ertising,,, aUlhorized by Ihe Contracl Coordinator
for sCNal oommi~io)lab!e charges by tlle publications as follows.: Space cosf, e"press handling, produclion and
applic-abJ: sales tax} if a r.y. There will be no charge by Contractor for commissionable media space, ~cause
lhe media dlscounls the cha rgcs to Conflac!Or.
2. NOIH:'ommissiol1able spact wfll be billed at a marked·up rate to rerrret a t,5% commissionable gross charge.
3. Production Ch3<g.es for display Ilds wtH be $75 for ads up fo and including 2 column" 6 inches. Larger ads
will be 59.S0 p"r column inch,
4. Production c.osts on special projects olher than normal print advertising shall be as foHows: Costs for art
\\\)fk are .s.30.OOfilotlr fat Jayout and pasle-up time, S30.00lhour for design time. Th is includes original art,
prtparation of camera-n:ady ads, type spccificatiorl, and layout. Writlen quotations shall be given her am any
'w'"Ork is inilialed and approval 10 begin work must be obtained from the Conttact CoordiMlor.
s. City shall reimburse Contractor for Berna' costs of incidental expenses such as postage, telephone, and mes
senger service-so
6. Any Special or extraordinary proje<:ts which require Contractor fo utilize outside serviC(s or data bases shall
be billed at .. ('..()st mUfually 1Igreed to by Contraclor and Conlrnct Coordinator in writing at the time the project
i, preappro\'ed.
7. COnlTactor shall Mtify tile Contract Coordinator when Ihe City has rcach<::d an annual expendih:m~ of
appro.'"(lmately $40,000, in order to e'im;na!e the possibility of exceeding the amount Oflhis Agreement.
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AUSTIN KNIGHT
MEDIA/RESEARCH UNIT
EXHIBITC
PAGE IOF4
ThtAwtin KniSh. M,dia/R,search Unit is «joipped to handle aU comprehensive research projects. The cap"
biliti~ of the ~fedl. Rc"arth Unit ere divided Int. four categories:
1. Market Re seart;h
2. ~kdia Rc,.."h
3. Minority/Aft'irmalt't·c Action Media Res(".'H'ch
4. MjK(I'anNli$/SpcoCi~liZfd Projccts
1, MARKET RESEARCH
A. On·une Databases-Through subscription or free access
ExampJ<.: Nex\l$, 1..<'"', Medi. On· Line, MEIE (Microcomputer Electronic Informal;"n Exchange) and othe ....
Omlti On-line Dalo'>ase Di~(tory
Publication providrng 8 romprthensive listing of ever)' available dalabase for research purposes, Updated
annually.
B","rm Ill/omIQlion &u~ts
Guide to selected busine .. books 8l1d reference $()"rces.
B. The Media
N~spapeN and trade IHlbHcaliorls often provide specific, dculilcd informa:ion slIch as employment trends,
marketing jnrormalion, surveys:, salary reviews, competitive information, and oiher specifics 10 the mar}:el or
industry oovutd by each publicalion. This inrormation is rrequcntfy updated and kepi on file in our t)x.tensive
mcdia library.
Through-on·line databases, business information sources, and our extensiv.: media library, Austin Knight is
able to dissemirlSle specific, dttsiltd inromHHion such AS employmenl trends, marketing informalton, surveys,
salary reviw's, rompetili\'c informalion, and other spe.cifics of many indusiries.
A""uallndUJlryBu}'tys'Oufrfts
Published by ltade publications annually and proYide in.deplh corporate listings on setecled industries.
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Naffonal Trode and Profe$sional Associaficm$
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EXHIBIT C
PAGE 2 OF 4
AnnUAl listing orindustry trade organizalions, conlracls, and membership information roo' all &sPC~ts of indus.
tIy. Also includes deta lis on publica!ions (magazine-s, f}C\I,:,s,lct'lers) published by tach orgini7..3fion ill order 10
reach members. Updated annu, liy.
Aus/in KnIght Dafabase
Agency data'Mse (ontains a wriety of reports and projcels done for aU clienls, including Vtry $pedaliud
informat1on, competitive infonnalion, calendars Oflt3de conf(r¢ncC's and event s. job fairs. and s,lXC:ific: r«ruH·
rnent mmeUng mfonnation.
2. MEDIA RESEARCH
Auslin Knight\: media research is able 10 pIoYid'e listings of major indumy lrade publicatiolls-including infor
mation on circulation analysis, edttorial profiles. edilorial ;;afcridars. end 'scS\"crti.sing rates.
Our media research extend's beyond t'l)e realm of slandard publicalions .and cTrdta\'ors to idC'nlify olhC'r efi'hliH::
recruitment vehic!es: in<iuslry. trade, and proJes~jonal newslt"lIers, radio. direct nujl lists, out<l'oor, Nc.
Placing advcrtising in or buying the direct mail lisls of aS~(lCj!llion 11ewstr:HcfS is a proven method of rt.aching
the higner.levcl professional who is not aCfivcly seeking a new PO.loilioll.
Media surveys aTt another use(\Jlloo! to determine which media arc mosl frcquC'"nllr rca\\lislC'ncd 10 or
watcht<l by your employees. Wc prepare Ihc suryey and you s~nd a copy to each of)'our employee-s. The TllC'dia
your ."mp!oyc,e.s utilize wir! be very similar 10 InJt of your largcl markN.
A. Print
Media On-Line Database Access
Listing oflTVljor industrial trade publications including editorial ptOflles, editonal calendars, ad"'crtisFng !<lIeS,
and circulation figures. .
IMSIAyer Direclory of Pubiicallons
Reference book providC'-s listings of every pubtication-····magazines. newspaJ)(:fs. and journals p\Jb~ished -at least
twic-e a month in fhe US. and Canada. Updated annually.
BPAIMembership Benefifs
AUSlin Knight is a member of the Business P~blicalion As.socil:ltion and is cnlitled to rc."Cet\'e audit rcports. fot
all trade publications which belong to tllc BPA. Audit slatcmenls contain inrOrm-1lion about each maga7.inc·s
circulation and readersh'lp. They arc updated in June and December of c\'ery )'c<lr.
I1lrious Media Directories
The agency has, on fife, national, Slate. and local media direc-!ofie-s ~o locate <In:d invts-ligJte all types of media.
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B. Broadcast
Arbllron Ratlng Service
As subscribers to the full servtce of Arbitron Radio Rating Books, the agency also r«eivcs detailed inform!·
tion on radio Jistenership, trends in radio, audience profiles, market profites, Network TV Raiings Swve),s.
etc., as well as access to all existing Atbitron services.
Council On Career Development For Minorities
Variow pubHcations list minority tnrollment figures for colleges and universilies, minority trade and rraternal
associations. etc.
Medlamarket Gilide
Provides audience information and cost eS!imales for all types of broad cas! and prinl media. Updaled quaftC'rI).'.
Computer Runs--For Broadcast BUyG
The agency often requests reach/frequency runs done by local stations (lr representatives prior to placing 8
radio buy to determine ifthe schedule wilt provlde the maximum reach and frequency agaiJlSllhe target audio
ence. Rad io buys can be refined 10 provide the maximum effi-: ienc), based on lh e re su rls of Ih esc runs..
3. MINORITY/AFFIRMATIVE ACTION MIWIA RESEARCH
Austin Knight has impl<:'menfed more than two dozen minDrlty/affinna!ive action recruitment adverlising pro·
grc1ms for its clients. These programs are tailored to the client's specific goals and targeted towards bJad:::s,
women. Ole handicapped. and other minority gro\Jps within the appropriate industries,
Auslin Knight is prepared to develop silch a program, utiltzing minority trade publications, associations,
newsletters. job f.irs, and colleges,
Austin Knight is fully (oguizant of the various laws rclating 10 Nondiscrimination in Emp!oymenf, such 8S:
• Equal Pay ACI, 1963
• Civil Rights Act {TIlle' VII). 1964
• Age Discrimination in Employment Act, 1967
• Equa1 Employment Opportunily Act, 1972
• RehabmtationAcl.1973
• Viclnam·ERA Veleran's l\eadjuslmenl Assistance ACI, 1974
• The Americans wilh Disabililies Aci. 1990
• Civil Righi Act, 1991
We have also assisted clicn!s in developing effective EEO/AA Programs.
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EXIIIOJT C
PAGE40F4 '
Burrell s Blad Media Directory
National dirtc10ry ofbl.ck me<lia-newspape". magazines. broadc.st-on a nation. I and local basis, Updated
annually.
Burrells Hispanic Media Directory
Nalional dire.clory ofWspanic media-newspapers, magazines, broadcast-<m a national ~nd locat basis.
Updated annually,
Burrell s Jlbmen ~ Media Directory
~~ National dirc.ctory f.or women's media. Updated annually,
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Yi .\.} Hispanic Markel Fact Book
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Detailed information on e\'ery major Hispanic market in the country. including populalion figures:, newspaper
coverage, a\Jdicnce profiles, etc.
Blackbaok--J988
Annual listing of major black trade a!>Socia!ions, conventions, includillg black media information.
4. MISCELLANEOUS/SPECIALIZED PROJECTS
The Research Department will frequently cuslom~design a project to define sJ>tcifi<: needs on. a corporate
le-itl. Exarnpks. of Ihis type of research include the following:
A. Focus Groups
Focus groups drawn from either the c!ient 9s employees or outside sources can be utilized in delermining every~
thing from strength of ad copy to perception of tho corporation.
B. Telephone Surveys
Te!ephone surveying ;s a useful research 1001 in detem1ining the attitudes and moli~'ators of the target audi
ence. This type ofresearch can yield valuable' information conceming your image as ail employer as \oVC1I as
the competition's, and the type of recruitment advcftising to which the target audience b recept'lvc.
Austin Knight is fully prepared and willing 10 institute any type of specializ.ed research in order to better focus
and target our clients' recruitment advertising eff'ons, We re<:ommend and encourage the use of such research
tools as a way to fully utilize the services of Austin Knight alld to 'improve the over-oil( effectiveness of your
advertising.
C. Client Surveys/Media Surveys
A media survey conducted with key client personnel can provide us with valuabl::-information <:onceming
reading, li!ltening. and viewing habits that can help us refine.our media planning.
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