Agenda 12/13/2011 Item #16F512/13/2011 Item 161.5.
EXECUTIVE SUMMARY
Recommendation to approve the award of RFP # 11 -5725 to Lou Hammond
and Associates, Inc. for Tourism Public Relations Services and authorize
the Chairman to sign Agreement # 11 -5725 in the amount of $152,000
annually to include a revised termination notification period of sixty (60)
days following County Attorney Office approval.
OBJECTIVE: Approve recommendation of RFP Selection Committee for
Tourism Public Relations Services to contract with Lou Hammond and
Associates, Inc.
CONSIDERATIONS: Notices of RFP #11 -5725 were distributed to 275 e-mail
addresses on July 27, 2011 and nine (9) firms responded on the due date of
August 24, 2011. Each responding firm presented their credentials for Public
Relations Services in proposals submitted on DVD. The responses were
reviewed by each of the selection committee members independently and results
were discussed in public at selection committee meetings on Sept 15 & 23, 2011
in the County Purchasing Department. The Selection Committee was composed
of the following: Jack Wert, Tourism Director, JoNell Modys, PR &
Communications Manager, Nancy Olson, Parks & Recreation, Ron Jamro,
County Museum Director, Bob Pfeffer, Sales and Marketing Manager Marriott
Marco Island, Elaine Hamilton, Executive Director of the United Arts Council of
Collier County, and Jack Curran from the Purchasing Department as a non-
voting facilitator. The firms were ranked using the published point system
included in the RFP document. After discussion by the committee and public
comment, the ranking system placed Lou Hammond and Associates, Inc. as the
# 1 ranked firm.
The agreement provides for Lou Hammond and Associates, Inc. to perform
tourism Public Relations services for an initial two (2) years with two additional
one (1) year renewal periods at the County's sole discretion. Public Relations
services are to include the typical services outlined in Exhibit "A" attached to this
agreement.
A monthly service fee of $11,000 ($132,000 annually) covers all agency staff
services such as client services. Out of pocket expenses shall not exceed
$20,000 per year for a total agreed upon price of $152,000 per year.
Due to the number of assignments and scheduled projects in the scope of work
for this Public Relations vendor, staff and the vendor request a change in the
standard termination period of thirty (30) days to sixty (60) days.
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12/13/2011 Item 16.F.5.
FISCAL IMPACT: The approved FY 12 Fund 184 budget for Public Relations
Services has sufficient funding for this contract.
LEGAL CONSIDERATIONS: The County Attorney's Office proposes to modify
Paragraph 21 of the County's standard agreement. The Agreement currently
provides that additional items and /or services may be added to the contract upon
satisfactory negotiation of price by the Contract Manager and the Contractor.
The recommendation is to add language that requires any additional services or
items to be added in compliance with the Purchasing Policy. This is the intended
meaning of this provision; however the language will be modified to specifically
require compliance.
21. ADDITIONAL ITEMS /SERVICES. Additional items and /or services may
be added to this contract
in compliance with the Purchasing Policy.
This item has been reviewed by the County Attorney's Office, requires majority
vote, and is legally sufficient for Board action. — CMG
ADVISORY BOARD RECOMMENDATION: This item was recommended for
approval by the Tourist Development Council (8 -0) at its regularly scheduled
meeting on November 28, 2011.
GROWTH MANAGEMENT IMPACT: There is no impact to the Growth
Management plan with this action.
RECOMMENDATION: That the Board of County Commissioners approves of
the award of RFP # 11 -5725 to Lou Hammond and Associates, Inc. for Tourism
Public Relations Services and authorizes the Chairman to sign Agreement # 11-
5725 in the annual amount of $152,000 to include a revised termination
notification period of 60 days following County Attorney Office approval.
SUBMITTED BY: Jack Wert, Tourism Director
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12/13/2011 Item 16.F.5.
COLLIER COUNTY
Board of County Commissioners
Item Number: 16.F.5.
Item Summary: Recommendation to approve the award of RFP # 11 -5725 to Lou
Hammond and Associates, Inc. for Tourism Public Relations Services and authorize the
Chairman to sign Agreement # 11 -5725 in the amount of $152,000 annually to include a revised
termination notification period of 60 days following County Attorney Office approval.
Meeting Date: 12/13/2011
Prepared By
Name: GreenKelly
Title: Tourist Development Tax Coordinator,Tourism
11/29/2011 11:54:42 AM
Submitted by
Title: Director - Tourism,Tourism
Name: WertJack
11/29/2011 11:54:44 AM
Approved By
Name: WoodLyn
Title: Contracts Specialist,Purchasing & General Services
Date: 11/30/2011 1:02:42 PM
Name: Wertlack
Title: Director - Tourism,Tourism
Date: 11/30/2011 1:16:24 PM
Name: CarnellSteve
Title: Director - Purchasing /General Services,Purchasing
Date: 11/30/20114:49:03 PM
Name: GreeneColleen
Title: Assistant County Attorney,County Attorney
Date: 11/30/20115:06:14 PM
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Name: KlatzkowJeff
Title: County Attorney,
Date: 12/1/20119:53:12 AM
Name: FinnEd
Date: 12/2/2011 12:54:38 PM
Name: OchsLeo
Title: County Manager
Date: 12/2/2011 1:37:49 PM
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12/13/2011 Item 16.F.5.
12/13/2011 Item 16.F.5.
A G R E E M E N T #11-5725
for
Collier County Tourism Department Public Relations Assistance
THIS AGREEMENT, made and entered into on this day of F 2011 by
and between Lou Hammond & Associates, Inc. authorized to do business in the State of
Florida, whose business address is 39 East 51st Street, New York, NY 10022, hereinafter
called the "Contractor" and Collier County, a political subdivision of the State of Florida,
Collier County, Naples, hereinafter called the "County ":
WITNESSETH:
1. COMMENCEMENT. The contract shall be for a two (2) year period, commencing on
the date of approval by the Board of County Commissioners, and terminating twenty
four (24) months thereafter.
The County may, at its discretion and with the consent of the Contractor, renew the
Agreement under all of the terms and conditions contained in this Agreement for two
(2) additional one (1) year periods. The County shall give the Contractor written notice
of the County's intention to extend the Agreement term not less than ten (10) days prior
to the end of the Agreement term then in effect.
2. STATEMENT OF WORK. The Contractor shall provide services in accordance with
Exhibit "A" Scope of Services, the terms and conditions of RFP #11 -5725 and the
Contractor's proposal referred to herein and made an integral part of this agreement.
This Agreement contains the entire understanding between the parties and any
modifications to this Agreement shall be mutually agreed upon in writing by the
Contractor and the County project manager or his designee, in compliance with the
County Purchasing Policy and Administrative Procedures in effect at the time such
services are authorized.
3. THE CONTRACT SUM. The County shall pay the Contractor for the performance of
this Agreement an estimated annual amount of one hundred fifty two thousand dollars
($152,000.00), based on a monthly service fee of eleven thousand dollars ($11,000.00) per
month ($132,000.00 per annum) plus travel and out of pocket expenses not to exceed
twenty thousand dollars ($20,000.00) per year. Payments shall be made to the
Contractor not more frequently than once per month upon receipt of a proper invoice,
upon approval by the Tourism Director or his designee, and in compliance with
Chapter 218, Fla. Stats., otherwise known as the "Local Government Prompt Payment
Act ".
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12/13/2011 Item 16.17.5.
3.1 Payments will be made for services furnished, delivered, and accepted, upon receipt
and approval of invoices submitted on the date of services or within six (6) weeks after
completion of contract. Any untimely submission of invoices beyond the specified
deadline period is subject to non - payment under the legal doctrine of "laches" as
untimely submitted. Time shall be deemed of the essence with respect to the timely
submission of invoices under this agreement.
3.2 Travel and Reimbursable Expenses shall be estimated and approved in advance in
writing by the County. Travel expenses shall be reimbursed at actual cost in accordance
with Collier County Resolution # 2006 -40 Travel Expenses for Persons Conducting
Official Tourism Business and Section 125.0104 Fla. Stats. Contractor's travel time will
be included in the monthly service fee.
Reimbursable items other than travel expenses shall include telephone long- distance
charges, fax charges, photocopying charges, shipping and postage. Reimbursable items
will be paid only after Contractor has provided all receipts. Contractor shall be
responsible for all other costs and expenses associated with activities and solicitations
undertaken pursuant to this Agreement.
4. SALES TAX. Contractor shall pay all sales, consumer, use and other similar taxes
associated with the Work or portions thereof, which are applicable during the
performance of the Work.
5. NOTICES. All notices from the County to the Contractor shall be deemed duly served
if mailed or faxed to the Contractor at the following Address:
Lou Hammond & Associates
39 East 51st Street
New York, NY 10022
Attention: Lou Hammond, Chairman
Tel: 212- 308 -8880
All Notices from the Contractor to the County shall be deemed duly served if mailed or
faxed to the County to:
Collier County Government Center
Purchasing Department
3327 Tamiami Trail, East
Naples, Florida 34112
Attention: Steve Carnell, Purchasing /GS Director
Telephone: 239 - 252 -8371
Facsimile: 239- 252 -6584
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12/13/2011 Item 16.F.5.
The Contractor and the County may change the above mailing address at any time upon
giving the other party written notification. All notices under this Agreement must be in
writing.
6. NO PARTNERSHIP. Nothing herein contained shall create or be construed as creating
a partnership between the County and the Contractor or to constitute the Contractor as
an agent of the County.
7. PERMITS: LICENSES: TAXES. In compliance with Section 218.80, F.S., all permits
necessary for the prosecution of the Work shall be obtained by the Contractor. Payment
for all such permits issued by the County shall be processed internally by the County.
All non - County permits necessary for the prosecution of the Work shall be procured
and paid for by the Contractor. The Contractor shall also be solely responsible for
payment of any and all taxes levied on the Contractor. In addition, the Contractor shall
comply with all rules, regulations and laws of Collier County, the State of Florida, or the
U. S. Government now in force or hereafter adopted. The Contractor agrees to comply
with all laws governing the responsibility of an employer with respect to persons
employed by the Contractor.
8. NO IMPROPER USE. The Contractor will not use, nor suffer or permit any person to
use in any manner whatsoever, County facilities for any improper, immoral or offensive
purpose, or for any purpose in violation of any federal, state, county or municipal
ordinance, rule, order or regulation, or of any governmental rule or regulation now in
effect or hereafter enacted or adopted. In the event of such violation by the Contractor
or if the County or its authorized representative shall deem any conduct on the part of
the Contractor to be objectionable or improper, the County shall have the right to
suspend the contract of the Contractor. Should the Contractor fail to correct any such
violation, conduct, or practice to the satisfaction of the County within twenty -four (24)
hours after receiving notice of such violation, conduct, or practice, such suspension to
continue until the violation is cured. The Contractor further agrees not to commence
operation during the suspension period until the violation has been corrected to the
satisfaction of the County.
9. TERMINATION. Should the Contractor be found to have failed to perform his
services in a manner satisfactory to the County as per this Agreement, the County may
terminate said agreement for cause with a sixty (60) day written notice; further the
County may terminate this Agreement for convenience with a sixty (60) day written
notice. The County shall be sole judge of non - performance.
10. NO DISCRIMINATION. The Contractor agrees that there shall be no discrimination as
to race, sex, color, creed or national origin.
11. INSURANCE. The Contractor shall provide insurance as follows:
A. Commercial General Liability: Coverage shall have minimum limits of $500,000 Per
Occurrence, Combined Single Limit for Bodily Injury Liability and Property Damage
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12/13/2011 Item 165.5.
Liability. This shall include Premises and Operations; Independent Contractors;
Products and Completed Operations and Contractual Liability.
B. Professional Liability: Coverage shall have minimum limits of $500,000 per
occurrence each claim and in the aggregate
C. Workers' Compensation: Insurance covering all employees meeting Statutory
Limits in compliance with the applicable state and federal laws.
The coverage must include Employers' Liability with a minimum limit of $500,000 for
each accident.
Special Requirements: Collier County Government shall be listed as the Certificate
Holder and included as an Additional Insured on the Comprehensive General Liability
Policy.
Current, valid insurance policies meeting the requirement herein identified shall be
maintained by Contractor during the duration of this Agreement. Renewal certificates
shall be sent to the County ten (10) days prior to any expiration date. There shall be a
thirty (30) day notification to the County in the event of cancellation or modification of
any stipulated insurance coverage.
Contractor shall insure that all subcontractors comply with the same insurance
requirements that he is required to meet. The same Contractor shall provide County
with certificates of insurance meeting the required insurance provisions.
12. INDEMNIFICATION. To the maximum extent permitted by Florida law, the
Contractor shall indemnify and hold harmless Collier County, its officers and
employees from any and all liabilities, damages, losses and costs, including, but not
limited to, reasonable attorneys' fees and paralegals' fees, to the extent caused by the
negligence, recklessness, or intentionally wrongful conduct of the Contractor or anyone
employed or utilized by the Contractor in the performance of this Agreement. This
indemnification obligation shall not be construed to negate, abridge or reduce any other
rights or remedies which otherwise may be available to an indemnified party or person
described in this paragraph.
This section does not pertain to any incident arising from the sole negligence of Collier
County.
13. CONTRACT ADMINISTRATION. This Agreement shall be administered on behalf of
the County by the Tourism Department.
14. CONFLICT OF INTEREST: Contractor represents that it presently has no interest and
shall acquire no interest, either direct or indirect, which would conflict in any manner
with the performance of services required hereunder. Contractor further represents that
no persons having any such interest shall be employed to perform those services.
Page 4 of 18
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12/13/2011 Item 16.F.5.
15. COMPONENT PARTS OF THIS CONTRACT This Contract consists of the attached
component parts, all of which are as fully a part of the contract as if herein set out
verbatim: Contractor's Proposal, Insurance Certificate, RFP #11 -5725, Specifications and
Exhibit "A" Scope of Services.
16. SUBJECT TO APPROPRIATION. It is further understood and agreed by and between
the parties herein that this agreement is subject to appropriation by the Board of County
Commissioners.
17. PROHIBITION OF GIFTS TO COUNTY EMPLOYEES. No organization or
individual shall offer or give, either directly or indirectly, any favor, gift, loan, fee,
service or other item of value to any County employee, as set forth in Chapter 112, Part
III, Florida Statutes, Collier County Ethics Ordinance No. 2004 -05, and County
Administrative Procedure 5311. Violation of this provision may result in one or more of
the following consequences: (a) Prohibition by the individual, firm, and/or any
employee of the firm from contact with County staff for a specified period of time; (b)
Prohibition by the individual and/or firm from doing business with the County for a
specified period of time, including but not limited to: submitting bids, RFP, and /or
quotes; and, (c) immediate termination of any contract held by the individual and/or
firm for cause.
18. IMMIGRATION LAW COMPLIANCE. By executing and entering into this agreement,
the Contractor is formally acknowledging without exception or stipulation that it is fully
responsible for complying with the provisions of the Immigration Reform and Control
Act of 1986 as located at 8 U.S.C. 1324, et seq. and regulations relating thereto, as either
may be amended. Failure by the Contractor to comply with the laws referenced herein
shall constitute a breach of this agreement and the County shall have the discretion to
unilaterally terminate this agreement immediately.
19. OFFER EXTENDED TO OTHER GOVERNMENTAL ENTITIES. Collier County
encourages and agrees to the successful proposer extending the pricing, terms and
conditions of this solicitation or resultant contract to other governmental entities at the
discretion of the successful proposer.
20. AGREEMENT TERMS. If any portion of this Agreement is held to be void, invalid, or
otherwise unenforceable, in whole or in part, the remaining portion of this Agreement
shall remain in effect.
21. ADDITIONAL ITEMS /SERVICES. Additional items and /or services may be added to
this contract in compliance with the Purchasing Policy.
22. DISPUTE RESOLUTION. Prior to the initiation of any action or proceeding permitted
by this Agreement to resolve disputes between the parties, the parties shall make a good
faith effort to resolve any such disputes by negotiation. The negotiation shall be low
attended by representatives of Contractor with full decision - making authority and by
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12/13/2011 Item 161.5.
County's staff person who would make the presentation of any settlement reached
during negotiations to County for approval. Failing resolution, and prior to the
commencement of depositions in any litigation between the parties arising out of this
Agreement, the parties shall attempt to resolve the dispute through Mediation before an
agreed -upon Circuit Court Mediator certified by the State of Florida. The mediation
shall be attended by representatives of Contractor with full decision - making authority
and by County's staff person who would make the presentation of any settlement
reached at mediation to County's board for approval. Should either party fail to submit
to mediation as required hereunder, the other party may obtain a court order requiring
mediation under section 44.102, Fla. Stat.
Any suit or action brought by either party to this Agreement against the other party
relating to or arising out of this Agreement must be brought in the appropriate federal
or state courts in Collier County, Florida, which courts have sole and exclusive
jurisdiction on all such matters.
23. KEY PERSONNELIPROJECT STAFFING: The Contractor's personnel and
management to be utilized for this project shall be knowledgeable in their areas of
expertise. The County reserves the right to perform investigations as may be deemed
necessary to insure that competent persons will be utilized in the performance of the
contract. The Contractor shall assign as many people as necessary to complete the
project on a timely basis, and each person assigned shall be available for an amount of
time adequate to meet the dates set forth in the Project Schedule. The Contractor shall
not change Key Personnel unless the following conditions are met: (a) Proposed
replacements have substantially the same or better qualifications and/or experience, (b)
that the County Tourism Director is notified in writing as far in advance as possible. The
Contractor shall make commercially reasonable efforts to notify Collier County within
seven (7) days of the change. The County Tourism staff retains final approval of
proposed replacement personnel.
24. ORDER OF PRECEDENCE: In the event of any conflict between or among the terms of
any of the Contract Documents, the terms of the Request for Proposal and/or the
Contractor's Proposal, the Contract Documents shall take precedence. In the event of
any conflict between the terms of the RFP and the Contractor's Proposal, the language
in the RFP would take precedence.
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12/13/2011 Item 16.F.5.
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 and year first
above written.
BOARD OF COUNTY COMMISSIONERS
ATTEST: COLLIER COUNTY, FLORIDA
Dwight E. Brock, Clerk of Courts
By:
Dated:
(SEAL)
First Witness
TType /print witness namet
Second Witness
TType /print witness names
Approved as to form and
legal sufficiency:
QountyAttorney
Print Name
Fred W. Coyle, Chairman
Lou Hammond & Associates, Inc.
0
Contractor
Signature
Typed signature and title
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12/13/2011 Item 161.5.
Exhibit A
Agreement #11 -5725
"Collier County Tourism Department Public Relations Assistance"
Scope of Services
The Collier County. Tourism Department, on behalf of the Naples, Marco Island, Everglades Convention and
Visitors Bureau (CVB), is the official tourism marketing and management organization for Collier County,
Florida. The CVB is the marketing arm of the Tourism Department within Collier County government.
The scope of work for the Contractor will be to create and implement an effective out of market media relations
strategy that may include but not be limited to the following:
For Collier County, the Contractor will develop a media grid of agreed -upon, targeted outlets for the
destination's key niche segments. The Contractor will then craft pitch angles and story ideas customized
for the audience. Examples include:
• Weddings: Develop a trend story on destination weddings in eco- friendly settings. Highlight
proximity to Everglades and profile great natural location options, such as the Naples Botanical
Gardens.
• Spa: In conjunction with April's National Stress Awareness Month, provide a sampling of stress
reducing packages and treatments from the area's top spas. Offer a sampling of at -home relaxation
tips from spa directors at leading facilities, such as the Spa at the Ritz Carlton Naples and The
Golden Door Spa at Naples Grande Beach Resort.
• Cuisine: Promote the healthy benefits of seafood with tips and recipes from some of the Collier
County's top chefs on how eating healthy doesn't have to mean sacrificing flavor.
The Contractor will utilize the segmented media grid to track responses and plan additional tactical
outreach such as desksides and media visits.
In addition to working on a daily basis with the print and Web media, the Contractor implements a
proactive campaign directed to the broadcast media. Agency personnel are continually researching and
reviewing programs on network and cable TV as well as shows in syndication that may be appropriate
for THE CONTRACTOR's clients.
The Contractor focuses efforts on morning shows, talk shows, cable networks such as Travel Channel,
Food Network, HGTV, Wealth TV, Bravo, etc. and more. In the past year alone, the Contractor has
placed its clients on news shows such as NBC's "Today" Show, CBS's "Early Show ", ABC's "Good
Morning America, and prime -time programming such as "The Bachelorette ", "Top Chef', "Iron Chef',
"House Hunters International ", "Four Weddings ", "Man Vs. Food" and "Entertainment Tonight ", among
others.
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12/13/2011 Item 16.F.5.
As the network morning shows continue to utilize representatives from top travel media outlets such as
Conde Nast Traveler, Bon Appetit and Travel + Leisure as experts for in- studio trend interviews, THE
CONTRACTOR works closely with the outlets' publicists and editors to provide regular, current
information.
THE CONTRACTOR offers additional media - friendly services as well such as THE CONTRACTOR's
innovative weekly "Value Blast ", along with THE CONTRACTOR's agency's media website,
www.louhammond.com which, unlike other agencies, is designed to promote THE CONTRACTOR's
clients, rather than promote ourselves. These efforts continue to make THE CONTRACTOR an
invaluable resource for the media.
THE CONTRACTOR clients also have the advantage of the agency's extensive computerized database
of 40,000+ contacts in dozens of categories, which include the following:
• North American newspapers — travel editors, lifestyle editors, syndicated columnists, calendar
listings
• North American consumer magazines- travel/lifestyle, bridal, cuisine, eco, family, culture, outdoor
and more
• Regional U.S. lifestyle magazines- primarily where there is airlift, i.e. Atlanta, Baltimore, Boston,
Charlotte, Chicago, New York, Philadelphia, etc.
• Trades- event, travel, culinary, meeting & hospitality
• Business journals - national, regional
• TV /radio- outreach to national morning shows, cable shows, national talk shows and PWevening
magazines
• Websites and blogs- travel, lifestyle, family, culinary, outdoor, adventure
• 1,000+ freelance list by specialty category
• Top bloggers, 15 categories
• Florida drive- market media
As part of its media mailing services, the agency creates an addendum for each client, which includes
personnel and other non -media contacts the client wants to reach with its materials. These contacts can
be adjusted as the client sees ft.
Releases for Collier County could f o c u s on:
• Special anniversaries and events, e.g. The upcoming 65th anniversary of Everglades National
Park in 2012
• Packages, packages, packages, e.g. creating a special "One and Only 11 /11 /11 on the Paradise
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12/13/2011 Item 16.F.5.
Coast" package round -up with special packages themed with ones, such as a week -long,
inclusive offering priced at $1,111.11.
• Eco efforts such as a release created around bird - watching and the Great Florida Birding Trail.
THE CONTRACTOR suggests a newsworthy tie -in with the Audubon Corkscrew Swamp
Sanctuary and The Audubon Society's 15th Annual Great Backyard Bird Count
• Cultural offerings- Highlight "Celebrate the Arts" month in November and corresponding shows,
events and activities.
• Cuisine updates -- updates on new restaurants, chef accolades, recipes and trends. THE
CONTRACTOR would recommend a release specifically timed to coincide with the celebration of
National Culinary Arts Month in July.
• Destination success stories — distribute releases highlighting positive tourism business trends,
including hotel occupancies, REVPAR, airport traffic, etc. Also release annual and seasonal
forecasts when positive business trend information is available.
• Partner updates (new hotels, exhibits, restaurants, etc.)
• Awards and Accolades
In addition to the above, THE CONTRACTOR recommends releases tailored to a calendar of events,
with emphasis on particular seasons and holidays. These are times when media are particularly
looking for news and special offerings. A sampling timeline of releases could include the following:
January
Valentine's Day packages /romance
February
2011 Calendar of Events
March
Spring Fling Opportunities on the Paradise Coast
April
Stress -Free Honeymooning in Paradise
May
Summer Family Travel
June
Cooking in Paradise During National Culinary Arts month
July
Groups and Conference Facility Updates
August
Fall for the Paradise Coast with Special Values, Events
September
Make it a Spooktacular Halloween on the Paradise Coast
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12/13/2011 Item 16.F.5.
October
Celebrate the Arts in the Paradise Coast
November
Holiday Offerings in Paradise
December
2012 Outlook
All releases are optimized to enhance search engine pickup. Wherever possible we recommend having
imagery available to support the release, including video where possible. THE CONTRACTOR can
imbed video links to emailed releases to help support the story.
THE CONTRACTOR will operate an aggressive Collier County News Bureau. The bureau will be
staffed and equipped to pitch the media proactively and respond 24- hours -a -day to inquiries, refer
coverage opportunities to the appropriate parties, give advice on trends and developments and provide
current information. In effect, THE CONTRACTOR will provide a fully- staffed extension of your own
media team to help you to be execute activities for which you may not previously have had the time or
staff to utilize.
Actions will include:
• Alerting the media to news, developments and opportunities
• Maintaining a fact file, electronic image and video library
• Handling media inquiries, referring to client as necessary
• Providing current information and news
• Researching editorial calendars to facilitate placements
• Reviewing potential media visits
• Maintaining computerized, updated listings of journalists with their specific interests;
continuing regular contact to maximize enthusiasm, providing information as necessary.
• Developing and presenting high- impact story ideas
• Providing the client with clips of all media coverage
In order to be ahead of the trends for THE CONTRACTOR's clients, the Contractor has instituted a
highly successful agency -wide release program. Ongoing, a release is developed featuring a timely,
compelling topic, incorporating news and packages from across THE CONTRACTOR's client roster.
Media appreciate this information as they feature a cross - section of travel- oriented clients specifically
tailored to a particularly theme. These releases have garnered outstanding results and THE
CONTRACTOR will incorporate Collier County into as many appropriately themed agency -wide
releases as possible.
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12/13/2011 Item 165.5.
Each of THE CONTRACTOR's staff is well -read and well - informed when it comes to the latest trends.
All are assigned leading national and regional newspapers, magazines, websites and broadcast outlets to
review on a daily basis and share the resulting information with the entire agency. This practice helps us
to be fully aware of what the media is covering and new opportunities. THE CONTRACTOR then shares
these opportunities with THE CONTRACTOR's clients, resulting in outstanding coverage.
It is also important to be well prepared in advance to meet media needs. Most major publications
schedule feature and roundup stories far in advance and follow an editorial calendar. THE
CONTRACTOR obtains these calendars and compiles a master, computerized editorial calendar which
reflects client strengths. Each month the agency produces a list of upcoming placement opportunities
and deadlines ensuring that clients are properly presented for all opportunities, including special sections
relating to Travel, Florida, Events /Festivals, Cuisine, Culture, Events/Festivals, Family, etc.
As part of THE CONTRACTOR's efforts, the agency updates its media website with the latest client
information and releases, providing an online news bureau. THE CONTRACTOR will also post
materials on THE CONTRACTOR's Facebook site and tweet about news from THE CONTRACTOR's
Twitter handle with 1,500+ followers.
THE CONTRACTOR's goal for Collier County will be to take the considerable assets it already has,
including a beautiful, natural location, an outstanding arts and cultural scene, abundant shopping and
culinary options, a diverse array of hotel accommodations, and a convenient airport serviced by multiple
carriers, and creatively amplify its voice in the marketplace.
One of THE CONTRACTOR's major functions will be to participate actively in the Collier County
marketing process. This will include being involved in the strategic planning process and participating
in key tourism meetings and events. As part of this effort, THE CONTRACTOR will regularly share THE
CONTRACTOR's learning gleaned from THE CONTRACTOR's participation in industry events and
THE CONTRACTOR's ongoing monitoring of industry trends.
THE CONTRACTOR has an agency of seasoned professionals and the agency takes a team approach to
the account management process, using the specialized skills of key staff members. The account staff
includes former journalists and executives with extensive experience in all facets of destination public
relations including proactive media outreach, special events, promotional partnerships, social media and
broadcast publicity, among others.
THE CONTRACTOR believes in senior staff involvement to ensure quality on all accounts. Each team
includes a vice president's active supervision and participation, as well as the personal involvement of
Lou Hammond as an informed participant. The team meets with Lou on a regular basis to review
marketing plans and progress for each client.
THE CONTRACTOR has fostered a culture of creativity and success with procedures including agency -
wide brainstorming that brings the brainpower and resources of the entire company to bear on each
individual client. A monthly point's incentive system rewards teams and individuals who are delivering
the most impactful results for their clients.
Investing in THE CONTRACTOR's people is a priority for the company, not only to ensure THE
CONTRACTOR's quality performance, but to intellectually engage THE CONTRACTOR's employees.
THE CONTRACTOR believes that there is such a thing as a complete education and THE
CONTRACTOR encourages a spirit of lifelong learning through participation in company- sponsored
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educational seminars with reputable organizations such as PRSA; tutorials by industry experts; and paid
continuing education.
In addition, THE CONTRACTOR designates company "chairs," individuals who own a particular topic
and whose duty it is to share this information companywide. Chair topics include social media, family
travel, culinary, and the impact of the green movement on PR, among others.
Communication and advance planning is the key to a successful agency - client relationship and also the
best way to guarantee an account is performing well and is both on track and on- deadline. With THE
CONTRACTOR, the CVB will never wonder what its agency is doing. We will provide a 12 -month
program and timeline of activities in cooperation with the Director of Public Relations. In addition, no
releases or other materials will be disseminated without written client approval.
We will also make introductions to agency clients where synergy would be helpful to both, present new
promotional ideas, research award and recognition programs, and look for opportunities to market the
destination that can be implemented by THE CONTRACTOR.
Below please find an example of a client who particularly benefited from THE CONTRACTOR's
forward thinking and innovative, multi -media approach to experience a "break- through" in its tourism
efforts:
Destination public relations efforts will center on "big picture" messages and news, but will
necessarily involve the mention and promotion of individual resorts, hotels, attractions, tour
operators, retail establishments, restaurants, museums, etc. as appropriate to effectively illustrate the
message. The Public Relations Agency will assist the CVB with researching and compiling new and ""M
newsworthy information for the creation of these regular destination releases. The Agency must be
willing and able to effectively represent the entire destination as needed
A destination is more than simply the acres that define a region. While destinations may be blessed with
unique gifts, to be successful as a destination requires the thoughtful coming together of hoteliers, airlines,
City Fathers, attractions, festival planners, tour operators and so on who have a stake in attracting visitors.
Interests may diverge, but it is crucial that those invested in the success of tourism to Collier County- your
destination partners- be confident of the marketing strategy.
THE CONTRACTOR has developed many successful partner outreach programs for destination clients. The
agency will take the time to immerse itself in the market and become well- versed on the offerings of Collier
County's partners. This first -hand knowledge is an invaluable step in gaining partner confidence and
participation. It is also important to demonstrate the value of the partner's relationship with the CVB and
ensure that the results of the partner's efforts in providing information or media hospitality are always shared.
Following are THE CONTRACTOR's suggestions for our overall approach to getting buy -in from
stakeholders:
Hot Tius —Media Leads
The agency will provide a valuable service for Collier County's partners by providing ongoing "Hot Tip"
media leads for placement opportunities. As THE CONTRACTOR is constantly pitching story ideas and
receiving requests for information and assistance from the top media, THE CONTRACTOR will create an e-
mail blast to be sent to appropriate partners to provide them with detailed information on the outlet, the
opportunity, deadline and directions on how to respond (directly to the agency or to the media outlet
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itself). THE CONTRACTOR will then provide the information received from THE CONTRACTOR's
partners to the media outlet, and follow up to ensure placement.
Value Blastsffwitter
Collier County's constituents will be included in this weekly communique that has received media
acclaim for its timeliness and content. Value has become the "hot" news for all media outlets. Wanting
to take advantage of this need, THE CONTRACTOR created the concept of Value Blasts where clients'
value offerings are highlighted. Additionally, THE CONTRACTOR will include partners in THE
CONTRACTOR's Twitter @ LouHammondPR tweets which reach 1400+ followers.
THE CONTRACTOR will provide quarterly "Hot Techniques" documents that Collier County can share
with its constituents. These documents will provide important information on the most effective public
relations tools and methods available today. Past topics have included blogs, press release optimization,
green travel, Facebook fans, social media crisis management and how to build an app.
The agency will distribute the following resource guides to the Collier County team and its constituents
on an annual basis:
• 2012 Travel Industry Meeting Booklets
This book will contain •a listing of some 139 important worldwide travel industry
meetings with dates, locations, topics and contact information.
• 2012 Calendar of Ho&i =
This year -long calendar outlines major North American holidays with
corresponding deadlines for editorial coverage of related news.
• 2012 Hotel/Tourism Award Listings
This book is a compilation of 64 significant opportunities for hotel/tourism awards
and 22 surveys; information provided includes criteria, deadlines and contact names
for entries.
Familiarity with the fundamentals of public relations and expertise in handling press inquiries, contacts
and crisis management are vitally important to a destination's tourism network. We will coordinate
seminars to benefit Collier County and its constituents. The seminar is designed for people who can
benefit by learning from public relations experts and are staged in a central location convenient for
multiple tourism and economic development partners. Participants also receive an update on the public
relations program.
THE CONTRACTOR currently creates weekly, monthly and quarterly newsletters for a variety of clients.
These newsletters contain a mix of destination updates, partner news, and promotions, supported by
appropriate imagery. THE CONTRACTOR will work with the CVB to create a monthly newsletter for
the destination with services including:
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• Newsletter template design (if needed)
• Story research, writing, editing
• Inclusion of photography
• Distribution to CVB database, supplemented by the agency's media database.
THE CONTRACTOR believes in having a consistency in look and content with regular monthly sections
such as a message from the CVB President, a partner spotlight and, perhaps a guest commentary that can
also be rotated amongst industry partners.
THE CONTRACTOR recommends utilizing Constant Contact as a creation and distribution service for
the newsletter unless the CVB already has a system/format already in place.
THE CONTRACTOR will assist the CVB in the creation of the in- market newsletter. It will be important
to stress opportunities for their involvement in the CVB's activities and utilize the newsletter to outline
upcoming events and opportunities with deadlines for participation.
Speaking of vision, THE CONTRACTOR strongly adheres to the maxim that "seeing is believing" and
that personal experience by the media is the best way to garner significant feature coverage. However,
great care and experience are required to determine who the story- producers are and who are the
imposters —those wishing to enjoy a "ride ". THE CONTRACTOR's agency firmly believes hospitality
is worth what the agency and client make it worth through a program of investigative review to assure
potential candidates meet the standards needed to produce meaningful results. THE CONTRACTOR
believes media candidates can be divided into three categories:
• Premium media who have a reputation for placement and whose outlets meet the criteria to
reach appropriate audiences.
• Reliable journalists with assignment letters, or if on staff, from publications /outlets which are
beneficial to the destination for positive coverage.
• Questionable media with limited outreach or a reputation that is inappropriate for the
destination. Through THE CONTRACTOR's many years in the business, THE
CONTRACTOR knows how to handle these individuals in a discerning manner.
The important issue is to know the media personally, as THE CONTRACTOR does, and to make
individual judgments on each and every journalist requesting a visit. Further, it is essential that a
Visiting Journalist Program (VJP) be developed and monitored monthly to ascertain placement timing.
Knowing who has traveled and where and when placements can be expected, delivers an organized
approach that maximizes value for visits granted.
With a solid VJP system in place, THE CONTRACTOR will effectively and professionally support the
CVB to target media visits that garner significant feature coverage. THE CONTRACTOR will:
• Aggressively encourage the right journalists to visit the destination
• Review requirements /requests and anticipated results with client approvals
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• Work with an airline partner to secure airline tickets
• Assist client with itinerary arrangements
• Forward press materials
• Monitor and report results
Each individual press trip request is submitted to the client with the agency's press request form,
outlining the journalist's affiliation, audience reach and special interests as well as agency
recommendation and remarks. A client signature authorizes the agency to proceed with the trip.
In addition, there are a great many top media who, by company policy, are not allowed to participate in
sponsored visits. These include national publications such as Conde Nast Traveler and Travel+
Leisure, as well as newspapers such as USA Today and The New York Times. This does not stop us,
however. What this means is that THE CONTRACTOR works all the more to reach out to this media
and encourage them to consider why they should arrange a visit on their own. Through one -on -one
contact, THE CONTRACTOR lets them know that THE CONTRACTOR respect their policies, but make
a compelling case about the destination and its news value. THE CONTRACTOR offers assistance with
fact checking, photography and source material to help them create their stories.
While "seeing is believing" is the key motto for media visits, "being seen" is also key when it comes to
client interaction with the media. As such, THE CONTRACTOR ensures time spent in market for events
or on the road is maximized and organizes media interviews and deskside meetings as client executives
and representatives travel and as schedules permit. Agency researches media interest, schedules
interview, briefs interviewee on interviewer's interests and follows up to ensure publication or airing.
An integrated social media campaign can help Collier County build brand equity and credibility, engage
customers, attract events, reach goals, track metrics and conversation trends, among other benefits. THE
CONTRACTOR will advise regarding best practices to use social media sites effectively given the
synergy between the various communication channels ( i.e., an iPhone image can be posted to Flickr, a
Facebook page and then tweeted). Across all social media platforms, agency can also monitor to
evaluate, track/measure conversations.
• Social Networks: THE CONTRACTOR will support the presence on relevant social networks such
as Facebook for the Naples, Marco Island, and Everglades- Paradise Coastal brand to launch direct -
to- consumer incentives, online events, contests and communication to increase fans. Promotions can
be customized and targeted to both the peak leisure season and slower season as need dictates.
Agency can also develop a content calendar and engage experts, offering tips and answering
questions as needed. Agency will also monitor fans and coverage.
Microblogging: Agency will provide Collier County with tips and suggested course of action to
leverage micro blogging sites such as Twitter, developing a content calendar as necessary. Agency
can create exclusive promotions /incentives for followers and engage those followers through
experts, live events and conferences. Agency can monitor topics and retweets through TweetBeep
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and other tracking outlets, as well as link Tweets between Facebook, YouTube, etc. as desired.
THE CONTRACTOR will also feature Collier County and its partners on its own Twitter page,
which is comprised of a ready network of some 1500+ top media and industry followers. Some
THE CONTRACTOR tweets receive dozens of click- throughs immediately following their posting
and tweets are often re- tweeted. We know that Twitter postings have led to stories in Hotels and
Conde Nast Traveler. Inclusion in agency's weekly "Value Blast" (assortment of agency -wide
travel deals), specifically tailored for Twitter distribution, is also offered where applicable.
• Blois: In addition to the myriad "citizen journalists" blogging every day, major media companies
and individual journalists have launched their own blogs, segmented by niche topics, to capture
the growing online audience. Collier County will benefit from THE CONTRACTOR's established
relationships and proven results with these key media bloggers who have been carefully chosen in
some 20 segmented topics (e.g. events, family, food, etc).
One tactic to reach this group could be an exclusive blog specific group press trip in which the
participants would be encouraged to post and tweet on their experiences in real time. The agency
has worked closely with influential bloggers such as Johnny Jet on these types of visits.
Agency will monitor coverage and reviews, responding to noteworthy blog posts as agreed upon
by the client to help manage perceptions within the online community and become part of blog
conversation with transparent messaging at the authority's direction as well. Agency can serve as
an advisor regarding best practices for establishing its own blog, if desired, including proper
language, tone and frequency of posts, as well as offering direction on linking blog updates to
client Facebook page and other social media outlets.
• Wikiu dia: Agency will work with Collier County to ensure that any copy produced on its
tourism is correct, helping to implement any revisions if necessary. Agency, at client direction,
can also create entries.
• Video Sharing: Video sharing Web sites such as YouTube, Yahoo! Video and Google Video
allow users to distribute video clips to the masses. With the proper distribution, consumers
interested in learning more about Collier County can easily find related videos online. Agency
can develop a distribution strategy and schedule consisting of appropriate video sharing Web
sites and "tagging" with the goal of achieving a viral effect, measuring viewers as necessary.
THE CONTRACTOR can also develop and execute giveaways and promotional contests with
online video components to engage enthusiasts and encourage pass- along. Agency can integrate
videos with client Facebook page as well.
• Photo Sharing: Web sites like Flickr, Zoomr and Picasa enable marketers to share and post
images with several audiences, including media. THE CONTRACTOR can support Collier
County capitalizing on current photo- sharing trends, with tactics ranging from the upload of high -
impact photography and strategic "tagging" and "geotagging" of online photos, to participation in
relevant online groups and the execution of online photos contests, all the while measuring
viewers as necessary.
• Apps, Smart phones, Web 2.0 Tool Development: THE CONTRACTOR will assist in
concepting and developing personalized apps that interface with smart phone technologies. We
will seek to work with new geo- gaming opportunities such as Foursquare and SCVNGR as well.
THE CONTRACTOR can also support Podcast development as well as other Web 2.0 tools.
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• Ongoing Social Media Efforts: THE CONTRACTOR will provide ongoing counsel on how to
build the Naples, Marco Island and Everglades brand through social media, keeping abreast of all
new developments. Agency is also to help strategize and integrate all social media efforts, linking
each outlet to the other.
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