Loading...
#11-5725 Change Order #2 (Lou Hammond & Associates, Inc.) Co ler County Purchasing Department Adnuristrative Services Division Change Modification Form Purchasing ® Contract Change Request ❑ Work Order Modification Contract#: 11- Change#: 2 PO/Work Order#: n/a Project Name: Public Relations and 5725 Marketing Program for the Collier County Museum Project#: n/a Project Manager: Ron Department: Museum Contractor/Firm Name: Lou Hammond Jamro Original Contract/Work Order Amount $ 152,000.00 12113111; 16F5 Original BCC Approval Date; Agenda Item# Current BCC Approved Amount $ 152,000.00' Last BCC Approval Date; Agenda Item # Current Contract/Work Order Amount $ 152,000.00 SAP Contract Expiration Date (Master) Dollar Amount of this Change $30,000.00 19.74% Total Change from Original Amount Revised Contract/Work Order Total $182,000.00 19.74% Change from Current BCC Approved Amount Cumulative Changes $30,000.00 19.74% Change from Current Amount Completion Date, Description of the Task(s) Change, and Rationale for the Change Original completion date: n/a Last approved completion date: n/a Revised completion date (includes this change): n/a Number of days added : n/a Each step on the contract modification checklist form has been reviewed prior to me submitting for approval RJ (this box must be initialed by Project Manager) ❑ Add new task(s) ❑ Change task(s) ❑ Delete task(s) ® Other(specify): Add services for Museum Provide a detailed and specific explanation of the requested change(s)to the task(s)and/or the additional days added: 1. The budget in the current agreement, $152,000 for the Tourism Department. This change order is to add the Collier County Museum to the original agreement to develop a Public Relations and Marketing Program for the Museum. 2. Provide detailed rationale for the requested change: The Collier County Museum is not included in the original agreement. 3. Provide explanation why change was not anticipated in original scope of work: n/a 4. Describe the impact if this change is not processed: Museum will not be able to use the budget amount for public relations and marketing. Type of Change/Modification El 1. Planned/Elective ❑ 2. Unforeseen conditions/circumstance ❑ 3. Quantity or price adjustment ❑ 4. Correction of error(s) ® 5. Value added ❑ 6. Schedule adjustment Change Requested By ❑ Contractor/Consultant ❑ Owner ® Using Department ❑ Design Professional ❑ Regulatory Agency (specify): ❑ Other(specify): Purchasing Professional Participated in Negotiation of Change/Modification: ❑Yes EI No Revised:5/16/12 Approved by: Date: ,o I. 12 Name an Tit -. -: Jamro, Museum Director Reviewed by: Date: ///ZNllZ Procurement Strategi is Name: Diana De L on, Contract Technician Revised:5/16/12 CHANGE ORDER CHANGE NO. 2 CONTRACT NO. 11-5725 BCC Date: 12/13/2011 Agenda Item: 16.F.5 TO: Lou Hammond & Associates Inc, 39 East 51 Street,NY 10022 DATE: Z12(0f13 PROJECT NAME: Public Relations and Marketing Program for Collier County Museum PROJECT NO.: n/a Under our AGREEMENT dated December 13, 2011 You hereby are authorized and directed to make the following change(s) in accordance with terms and conditions of the Agreement: Add the Collier County Museum to the Lou Hammond Contract for Public Relations and Marketing program for approximately $30,000 annual amount. FOR THE: Additive Sum of: Thirty Thousand Dollars, $30,000 . Original Agreement Amount $152,000.00 Sum of Previous Changes $0 This Change Order Add $30,000.00 Present Agreement Amount $182,000.00 The time for completion shall be increase by n/a calendar days due to this Change Order. Accordingly, the Contract Time is now n/a calendar days. The substantial completion date is n/a and the final completion date is n/a Your acceptance of this Change Order shall constitute a modification to our Agreement and will be performed subject to all the same terms and conditions as contained in our Agreement indicated above, as fully as if the same were repeated in this acceptance. The adjustment, if any, to the Agreement shall constitute a full and final settlement of any and all claims of the Contractor arising out of or related to the change set forth herein, including claims for impact and delay costs. IN WITNESS WHEREOF,the Contractor and the County have each, respectively, by an authorized person or agent, hereunder set their hands and seals on the date(s) indicated below. Accepted: frih,.,,,tv„ Z(, , 20 (3 OWNER: { BOARD OF 0 TY OMMISSIONERS ATTEST: COLLI' ' C fI Y, ' LORIDA By: vi n 1 � Wight E;Brpck Clerk i •rgia .Willer, Esq., Chairwoman to 41s�1c ii u rqv j. BY: AIL.:dr.4..s 410F1.411, Christina Aparian, Project Manager Collier County Museum CONTRACTOR: Lou Hammond & Associates, Inc. DEPART ENT DIRECTOR By: B : Terence Gallagher Ron Jamro, Collier County Museum Approved as to form and DIVISION ADMINISTRATOR Legal sufficiency: 41/ II I � Ae • By: tev- Camel!, ublic Services Division Assistant Co! ty Att rney PROCUREMENT STRATEGIST y P. Pepin Name BY Dia a DeLeon, CPPB, Purchasing paradi . Collier County Museums Marketing Proposal 2012-2013 Prepared By: Paradise Advertising & Marketing, Inc. September 2012 poroot f Overview With years of experience and award-winning work for destination, attraction, tourism and museum clients around the world, Paradise Advertising & Marketing, Inc. is fully equipped to handle all marketing, advertising and public relations needs for the Collier County Museums. Paradise truly understands and caters to the needs of tourism industry clientele and has used its clout and knowledge to foster important connections with media, industry professionals, and more.This combined with an experienced PR staff in our Naples office, as well as a full marketing team in St. Petersburg, Paradise offers the talent, expertise and insight to develop and execute a successful campaign for the museums. Paradise has previously represented the Collier County Museums on two occasions and this knowledge combined with our experience in Collier County (through the CVB and other clients), plus in-depth relationships with VISIT FLORIDA and media, sets Paradise apart as the agency that will achieve results for Collier County Museums. Goals: • To increase visitation to all currently opened museums (5) • Provide awareness for currently opened museums, their exhibits and events. Objectives: • Develop an overall brand for all the museums • To increase name and brand awareness to prospective visitors • To increase visitation of each museum on a continuous basis. Strategies: • Reach out to tourists and feeder markets outside of Collier County. The bulk of tourism • marketing should be aimed at tourists after they have arrived in Collier County • Target local residents and snowbirds with primary emphasis on Collier County • Market to a year round audience including locals and tourists • Develop a brand that will promote all five museums while recognizing the individual museums. paadi1f • Use media that reaches a multitude of targets including leisure, residents and niche marketing. Ideally, media would reach a combination of targets simultaneously. • Develop partnerships with media, municipalities, merchants associations, retailers and industry. • Use Public Relations to expand the brand message and reach both outside and inside of Collier County. Targets Paradise will target: • Collier County residents • Visitors to Collier County, while they are in the marketplace • The tertiary audience is visitors to Collier County, before they arrive in the marketplace. Additionally, we will target key niche markets such as: — History/cultural enthusiasts — Leisure group markets with an emphasis on seniors porooifo Branding What Branding Is Although logos, taglines, color schemes, etc. are important tools for defining a brand, they are not the brand. A "brand" is what you mean in the mind of the target/consumer. That meaning should be expressed through everything you do. Why We Brand We brand to take a position in the market place. Today's consumers have a myriad of choices, competing with our efforts. So staking a claim and defining what we are versus other choices helps the consumer make a decision. Consumers are making decisions and drawing conclusions all the time, regardless of our efforts. So if you aren't actively attempting to define and promote your brand, it's likely happening to some degree anyway—without you. How We Brand First, we create a positive definition of ourselves (based on what we know the consumer already believes). Then every element of our communication (advertising, public relations, design, etc.) and every consumer "touch point" (times and places where the consumer experiences or relates to the brand) needs to reflect the brand and carry the branding message. Beyond ubiquity, brands must also be conveyed consistently. Once-time shots do little to firmly establish long-term success. The Collier County Museums Brand Paradise will structure and maintain an appealing brand and corresponding messaging that encompasses all County Museum properties. Working with museum staff, we will identify branding issues, collect input and adjust branding as required. paraoug, Marketing • Paradise will introduce a positioning strategy to market and promote all five County Museums to a year-round audience of local residents and visitors, while recognizing the distinctive features of each individual facility • Using its experience with other tourism-related clients, Paradise will capitalize on heritage-tourism to reach domestic and international prospects, tourists, feeder markets, and niche interest markets outside of Collier County, focusing on the summer and shoulder season • Utilize various leisure, arts, travel, family, senior and upscale area lifestyle publications to reach a combination of target audiences simultaneously • Promote the Museums' signature events (Old Florida Festival, Marjory Stoneman Douglas Festival, Viva Florida 500) to tourists prior to, and during their stay in Collier County • Implement an Internet-based marketing and search engine strategy utilizing current technologies and practices • Initiate cross-marketing efforts to parents and teachers to boost awareness and visitation for the Museums' various school programs. Advertising • Conceptualize, design, produce, and place all print, broadcast and online advertising, including graphics, art direction, mechanical production, copy writing, scripts, photography, printing and other creative services • Negotiate all costs with production vendors, oversee production, and monitor quality of the project • Work on the Museums' behalf to negotiate costs and place all advertising within the budget perimeters • Supply finished creative materials to the media • Provide news clipping services to evaluate results. paradiø Account Service • To keep in constant communication, Paradise schedules regular monthly meetings with all of our clients and will do so with Museum staff to plan media strategies, evaluate exposure and traffic in the media, and determine tasks to be accomplished. Paradise also has experienced staff at its Naples office • Assist the Museums with developing various ideas, events and promotions to enhance visitation and revenue-generating possibilities • Present signed estimates for billable time, creative services and miscellaneous expenses for approval, before costs are incurred • Verify bills and invoices from various vendors. Public Relations Situation Paradise has had the pleasure of working with Collier County Museums to support their marketing initiatives for many years. While Paradise supported Collier County Museums' PR efforts, there has been a major increase in media coverage leading to increased attendance. Paradise is also able to service the museums with an experienced public relations staff in our Naples office. The following plan and budgets are based on a continuation on the same level of service that the museums are currently receiving. With the upcoming Winter and Spring exhibits and events, there may be further opportunities that can be leveraged for earned media coverage and grassroots communications. Objectives In support of Collier County Museums, Paradise will utilize its marketing expertise and local knowledge of key businesses, politicians, hospitality, media, etc. to: • Increase momentum of marketing efforts • Entice local residents and seasonal visitors to visit the museums paroolf0 Strategy To support the objectives of the campaign, Paradise will devise a campaign that utilizes key messages, public relations, social marketing and sales tools development in order to target local residents and seasonal visitors to visit upcoming exhibitions, events and the museums in general. • Paradise will establish a comprehensive public relations plan, including messaging, targets, strategic tactics and more • Public relations objectives will accurately reflect the Museums' mission and marketing goals • Public relations strategies will assist in fostering relationships with community leaders, the hospitality industry, retailers, merchants associations through constant communication and emphasis on the Museums' importance as a local cultural resource and tourist destination • Use established relationships with key tourism influencers including Naples Marco Island Everglades CVB, local chambers of commerce, government representatives, VISIT FLORIDA, and others to increase reach. Execution Supporting the goals and objectives of the campaign, Paradise proposes the initial public relations ideas to create attention for the museums in the media and with key publics, therefore raising awareness among potential visitors. The Public Relations program for Collier County Museums will consist of Media Relations, Grassroots Outreach, and Event Recommendations/Support. As public relations must be approached pragmatically, the plan is meant to serve as a guideline for PR activity: Media Relations Media Relations for Collier County Museums will include research, drafting/editing media materials, posting materials online, distributing releases and information to targeted media, and following-up with proactive media relations calls as appropriate. In addition to the components below, Paradise will maintain consistent contact with Collier County Museums to regularly identify new opportunities for editorial coverage. Efforts will also include monitoring and researching industry/market news and trends as well as targeted publications/reporters and corresponding editorial calendars. Paradise will constantly explore opportunities for features and inclusion in stories about the area to ensure appropriate information is kept in front of key media through crafted pitches and story ideas. • Produce all necessary creative writing for press releases, media alerts, story pitches, electronic updates, and appropriate agency contact with broadcast, social and print media • Develop media list and media kit content for distribution paroolfei • Develop and circulate press releases and public service announcements to television and radio outlets to promote the launching of new exhibitions and programs, guest speakers, highlight education programs, and promote the Museums' activities, with special emphasis on the Viva Florida 500 celebration, the Old Florida Festival, and other signature events throughout the year • Produce and distribute newsworthy items to targeted media representatives for quality editorial content • Follow editorial leads from VISIT FLORIDA, Naples Marco Island Everglades CVB, and other visitor-building resources to obtain additional coverage in local newspapers, guest publications, and the broadcast media • Collect and catalog all clippings, with potential use of Paradise's clipping service. Distribute event announcements to calendar listing publications and sections, including: • Old Florida Festival • Naples Fine Art & Folk Festival • Marjory Stoneman Douglas Festival • National Museum Day • Various museum exhibits Pitch newsworthy events/happenings to applicable media, such as: • Old Florida Festival • Naples Fine Art & Folk Festival • Marjory Stoneman Douglas Festival • Business brief announcements • Museum exhibits • New hires, promotions, board appointments, etc. Initial media targets to include: • Local newspapers • Leisure/travel/business long-lead media such as Visit Florida • Tourist publications and visitor guides statewide and in Collier and Lee Counties • History, travel and general consumer media in Florida and regionally(national where relevant) • Niche markets (nationally and possibly internationally) 1. ifø r Grassroots Outreach Grassroots campaigns for Collier County Museums consist of cultivating relationships and delivering news and information on occurrences and events to targeted constituents, businesses and organizations. The key purpose is to generate leads/referrals/traffic. Continually exploring and identifying opportunities for cooperative initiatives, Paradise will recommend strategies for facilitating relationships with grassroots targets, such as: • Collier County Hotel Marketing Directors • Collier County Hotel Concierge Managers • Collier County Attractions Marketing Managers • Naples Transportation and Tours • Conventions and Visitors Bureaus • Chambers • Visit Florida Event Recommendations/Support Event Recommendations/Support for Collier County Museums consist of development of strategies and specific recommendations for event marketing and associated activities. Paradise is available to plan and coordinate events upon approval by Collier County Museums. Paradise is also qualified to provide ideas for exhibits, if needed. Web Content Management/Social Media Paradise will support Collier County Museums' website and social media content once granted access. This will include creating and uploading content to the website and social media avenues such as upcoming exhibits, events, press coverage, etc. Analysis As part of the ongoing activities, it is important that the agency and client maintain a full understanding of any changes that will affect the campaign and the status of the agency's activities. Paradise will: • Coordinate and attend regular meetings/conference calls • Provide reports of editorial coverage and other key public relations activities including editorial analysis porad iJ Collier County Museums Proposed Budget 2012-2013 • PR Fee $30,000.00 Proposed PR plan attached. Monthly fee $2,500 • Agency Fee $90,000.00 (per year for production and other out-of-pocket expenses billed at gross, reflecting a commission of 15%) Total Budget: $120,00.00 Notes: • All Creative for collateral material, website landing page, E-blast and other production will be estimated to Client for prior written approval • All media and outside vendor costs will be billed at net • Services for creative and production assistance will be estimated in writing for prior client approval • All agency activities will be based upon a written plan reviewed and approved by the Client • No work or expenses will be executed or incurred without review and estimate approval from the Client • The agency will provide copies of signed estimates along with all vendor invoices with all media and production billing • Billing will occur on a monthly basis and per Client's billing protocols • Additional fees for media clipping service will be presented and approved by Client prior to use Please note: Paradise agrees to handle the Collier County Museums account provided that the agency handles all aspects of the account, including Public Relations.