Loading...
HomeMy WebLinkAboutItem 08Date: July 18, 2011 Proposed Action Item No. PROFESSIONAL SERVICES AGREEMENT WITH ARNETT MULDROW & ASSOCIATES LTD. FOR THE PREPARATION OF BUSINESS MARKETING STRATEGY Staff recommends adoption of the following motion: Move to approve the attached agreement for professional services with Arnett Muldrow & Associates LTD. Passage of this motion will result in retaining Arnett Muldrow & Associates to prepare a Business Marketing Strategy for the City Overview The EDC's Marketing Subcommittee (Comms. Matasosky, Brantly, Longie, Tushie, and at -large member Clinton Kennedy) received four proposals in response to the RFP for creation of a business marketing strategy as outlined in the EDC's 2011 -2013 Strategic Plan for Economic Development. Three firms were interviewed by the Subcommittee and consensus was reached on a recommended firm at the Subcommittee's June 23r meeting. The full EDC considered this recommendation at their July 6 meeting and agreed with Subcommittee's recommendation to recommend to the City Council that Arnett Muldrow & Associates based in Greenville, South Carolina be retained to develop Lakeville's business marketing strategy. Arnett Muldrow & Associates is a planning, economic development, community branding, and historic preservation firm located in Greenville, South Carolina. They have a wide range of experience from around the country doing marketing and branding for municipalities and understand the economic development implications of a solid business marketing strategy. Although the City is not required to select the lowest bid for this type of project, Arnett Muldrow & Associates was the least expensive proposal. They have agreed to a total project cost not to exceed $30,900. Community Development Block Grant dollars will be used to pay for the business marketing strategy. Primary Issues to Consider • Why is the City undertaking this initiative? It is one of the primary goals of the City's approved 2011 -13 Strategic Plan for Economic Development. Supporting Information • Copy of Proposed Professional Service Agreement and Attachments David L. Olson Community and Economic Development Director Financial Impact: $ 30,900 Budgeted: Y/N Y Source: CDBG Funds PROFESSIONAL SERVICES AGREEMENT AGREEMENT made this day of , 2011, by and between the CITY OF LAKEVILLE, a Minnesota municipal corporation ( "City ") and ARNETT MULDROW & ASSOCIATES LTD., a South Carolina corporation ( "Consultant "). IN CONSIDERATION OF THEIR MUTUAL COVENANTS THE PARTIES AGREE AS FOLLOWS: 1. CONTRACT DOCUMENTS. The contract consists of the following documents. In the event of conflict among the documents the conflict shall be resolved by the order in which they are listed with the document listed first having the first priority and the document listed last having the last priority: A. This Professional Services Agreement B. Request for Proposals: Business Marketing Strategy, dated May 18, 2011 ( "RFP ") C. Consultant proposal dated June 2, 2011 2. SCOPE OF SERVICES. The City retains Consultant to provide professional services to develop and outline an implementation plan for a business marketing strategy in accordance with the Contract Documents. 3. COMPENSATION. Consultant shall be paid by the City on an hourly basis in accordance with the hourly rates setforth in the Consultant's Proposal but not to exceed $26,400 and reimbursable expenses not to exceed $4,500. The not to exceed fees shall not be adjusted if the estimated hours to perform a task, the number of estimated required meetings or any other estimate or assumption is exceeded. The City will normally make payment within 35 days of receipt of a properly itemized invoice. 4. CHANGE ORDERS. All change orders, regardless of amount, must be approved in advance and in writing by the City. No payment will be due or made for work done in advance of such approval. 5. DOCUMENTS. The City shall be the owner of all documents, reports, studies, analysis and the like prepared by the Consultant in conjunction with this Agreement. 6. COMPLIANCE WITH LAWS AND REGULATIONS. In providing services hereunder, Consultant shall abide by all statutes, ordinances, rules and regulations pertaining to the provisions of services to be provided. 7. STANDARD OF CARE. Consultant shall exercise the same degrees of care, skill, and diligence in the performance of the services as is ordinarily possessed and exercised by a professional Consultant under similar circumstances. No other warranty, expressed or implied, is included in this Agreement. City shall not be responsible for discovering deficiencies in the accuracy of Consultant's services. 158545v01 RNK:07 /07/2011 8. INDEMNIFICATION. The Consultant shall indemnify and hold harmless the City, its officers, agents, and employees, of and from any and all claims, demands, actions, causes of action, including costs and attorney's fees, arising out of or by reason of the execution or performance of the work or services provided for herein and further agrees to defend at its sole cost and expense any action or proceeding commenced for the purpose of asserting any claim of whatsoever character arising hereunder. 9. INSURANCE. Consultant shall secure and maintain such insurance as will protect Consultant from claims under the Worker's Compensation Acts, automobile liability, and from claims for bodily injury, death, or property damage which may arise from the performance of services under this Agreement. Such insurance shall be written for amounts not less than: 158545v01 RNK:07 /07/2011 Commercial General Liability Automobile Liability Excess/Umbrella Liability 2 $1,000,000 each occurrence /aggregate $1,000,000 combined single limit $2,000,000 each occurrence /aggregate The City shall be named as an additional insured on the general liability and umbrella policies. The Consultant shall secure and maintain a professional liability insurance policy. Said policy shall insure payment of damages for legal liability arising out of the performance of professional services for the City, in the insured's capacity as Consultant, if such legal liability is caused by a negligent act, error or omission of the insured or any person or organization for which the insured is legally liable. The policy shall provide minimum limits of $1,000,000 with a deductible maximum of $100,000. Before commencing work the Consultant shall provide the City a certificate of insurance evidencing the required insurance coverage in a form acceptable to City. 10. INDEPENDENT CONTRACTOR. The City hereby retains the Consultant as an independent contractor upon the terms and conditions set forth in this Agreement. The Consultant is not an employee of the City and is free to contract with other entities as provided herein. Consultant shall be responsible for selecting the means and methods of performing the work. Consultant shall furnish any and all supplies, equipment, and incidentals necessary for Consultant's performance under this Agreement. City and Consultant agree that Consultant shall not at any time or in any manner represent that Consultant or any of Consultant's agents or employees are in any manner agents or employees of the City. Consultant shall be exclusively responsible under this Agreement for Consultant's own FICA payments, workers compensation payments, unemployment compensation payments, withholding amounts, and/or self-employment taxes if any such payments, amounts, or taxes are required to be paid by law or regulation. 11. SUBCONTRACTORS. Consultant shall not enter into subcontracts for services provided under this Agreement without the express written consent of the City. Consultant shall comply with Minnesota Statute § 471.425. Consultant must pay Subcontractor for all undisputed services provided by Subcontractor within ten days of Consultant's receipt of payment from City. Consultant must pay interest of 1.5 percent per month or any part of a month to Subcontractor on any undisputed amount not paid on time to Subcontractor. The minimum monthly interest penalty payment for an unpaid balance of $100 or more is $10. 12. ASSIGNMENT. Neither party shall assign this Agreement, nor any interest arising herein, without the written consent of the other party. 13. WAIVER. Any waiver by either party of a breach of any provisions of this Agreement shall not affect, in any respect, the validity of the remainder of this Agreement. 14. ENTIRE AGREEMENT. The entire agreement of the parties is contained herein. This Agreement supersedes all oral agreements and negotiations between the parties relating to the subject matter hereof as well as any previous agreements presently in effect between the parties relating to the subject matter hereof. Any alterations, amendments, deletions, or waivers of the provisions of this Agreement shall be valid only when expressed in writing and duly signed by the parties, unless otherwise provided herein. 15. CONTROLLING LAW/VENUE. This Agreement shall be governed by and construed in accordance with the laws of the State of Minnesota. In the event of litigation, the exclusive venue shall be in the District Court of the State of Minnesota for Dakota County 16. COPYRIGHT. Consultant shall defend actions or claims charging infringement of any copyright or patent by reason of the use or adoption of any designs, drawings or specifications supplied by it, and it shall hold harmless the City from loss or damage resulting there from. 17. PATENTED DEVICES, MATERIALS AND PROCESES. If the contract requires, or the Consultant desires, the use of any design, devise, material or process covered by letters, patent or copyright, trademark or trade name, the Consultant shall provide for such use by suitable legal agreement with the patentee or owner and a copy of said agreement shall be filed with the City. If no such agreement is made or filed as noted, the Consultant shall indemnify and hold harmless the City from any and all claims for infringement by reason of the use of any such patented designed, device, material or process, or any trademark or trade name or copyright in connection with the services agreed to be performed under the contract, and shall indemnify and defend the City for any costs, liability, expenses and attorney's fees that result from any such infringement. 18. RECORDS. The Consultant shall maintain complete and accurate records of time and expense involved in the performance of services. 19. MINNESOTA GOVERNMENT DATA PRACTICES ACT. Consultant must comply with the Minnesota Government Data Practices Act, Minnesota Statutes Chapter 13, as it applies to (1) all data provided by the City pursuant to this Agreement, and (2) all data, created, collected, received, stored, used, maintained, or disseminated by the Consultant pursuant to this Agreement. Consultant is subject to all the provisions of the Minnesota Government Data Practices Act, including but not limited to the civil remedies of Minnesota Statutes Section 13.08, as if it were a government entity. In the event Consultant receives a request to release data, Consultant must immediately notify City. City will give Consultant instructions concerning the release of the data to the requesting party before the data is released. Consultant agrees to defend, indemnify, and hold City, its officials, officers, agents, employees, and volunteers harmless from any claims resulting from Consultant's officers', agents', city's, partners', employees', volunteers', assignees' or subcontractors' unlawful disclosure and/or use of protected data. The terms of this paragraph shall survive the cancellation or termination of this Agreement. 158545v01 3 RNK:07 /07/2011 20. TERMINATION OF THE AGREEMENT. The City may terminate this Agreement or any part thereof at any time, upon written notice to the Consultant, effective upon delivery including delivery by facsimile. In such event, Consultant will be entitled to compensation for work performed up to the date of termination based upon the payment terms of this Agreement. 21. NOTICES. Any notice required by this Agreement shall be made in writing to the address specified below: 158545v01 RNK:07/07/2011 City of Lakeville Attention: David Olson, Community Development Director 20195 Holyoke Avenue Lakeville, Minnesota 55044 Fax: 952- 985 -4475 Arnett Muldrow & Associates, Ltd. Attention: Tripp Muldrow, AICP /President 1931 North Pleasantburg Drive P.O. Box 4151 Greenville, South Carolina 29608 Fax: 864 - 233 -0950 CITY OF LAKEVILLE ARNETT MULDROW & ASSOICATES, LTD. BY: BY: Mark Bellows, Mayor Its AND: Dated: , 2011. Charlene Friedges, City Clerk Dated: , 2011. 4 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION June 22, 2011 Mr. Adam Kienberger Economic Development Specialist City of Lakeville 20195 Holyoke Avenue Lakeville, Minnesota 55044 Dear Mr. Kienberger: Thank you so much for the chance to interview with Lakeville this morning. It was a pleasure talking with you and the Economic Development Commission. Please accept this note as a revision to our fee proposal outlining that we would complete the project for a not to exceed fee of $26,400 plus expenses billed at cost not to exceed an estimated $4,500 for a total project cost not to exceed $30,900. Please also note that we would like to include an initial reconnaissance visit in lieu of one of the follow up visits per our discussion this morning for a total number of five visits. Tri ,p Muldrow, AICP President Arnett Muldrow & Associates, Ltd. tripp @arnettmuldrow.com ARNETT CO & ASSOCIATES PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION June 2, 2011 Mr. Adam Kienberger Economic Development Specialist City of Lakeville 20195 Holyoke Avenue Lakeville, Minnessota 55044 Dear Mr. Keinberger: AR N ETT & ASSOCIATES Arnett Muldrow & Associates, Ltd. is pleased to submit this proposal for the development of a Business Marketing Strategy for Lakeville, Minnesota. We are a unique firm in that we come from the community marketing and branding angle as a planning and economic development firm and NOT an advertising agency. This experience helps us understand the unique characteristics of local government and community marketing that relies on collaboration, consensus, and buy in from many partners in order to be successful. Moreover, since we are not an advertising agency, we do not make commissions from ad placements and ongoing "retainer" contracts but rather try to equip the community to be "empowered" to implement its marketing strategy using local resources and talent. To date, we have completed community marketing and branding studies for over 200 communities in twenty-seven states including work in nearby Anoka. We invite you to review our credentials and proposed scope of work. We would also welcome the opportunity to discuss in more detail how our team's unique qualifications and demonstrated experience can prove valuable to efforts to implement the goals and policies of the EDC's 2011 -2013 Strategic Plan for Economic Development. We look forward to hearing from you. Sincerely, Tripp Muldrow, AICP President Arnett Muldrow & Associates, Ltd. tripp@arnettmuldrow.com PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION Project Understanding A R N ETT & ASSOCIATES • The City of Lakeville has identified five goals of the Business Marketing Strategy that include recruitment, retention, market differentiation, positive image for internal pride and external recognition, and a partnership strategy for implementation. Each of these elements is core to a successful marketing strategy. In fact, they operate hand in hand. Without a retention message, existing businesses feel left out. Without a message that resonates with local citizens, a community fails to engender pride to carry the message forward. • The current City of Lakeville website identifies the city as the "Southern Gateway to the Twin Cities." While this message may be accurate, it implies that Lakeville is a place to pass through on the way to your "actual" destination: Minneapolis /St. Paul. Arnett Muldrow recently completed a marketing initiative for Albany, California, a community immediately next to Berkeley on San Francisco's East Bay. Their tagline was the "Northern Gateway to Alameda County." This tagline failed to acknowledge that the community had stunning bayfront views across to the Golden Gate Bridge, that it was a relatively small community amidst a vibrant urban setting. The new tagline, "The Urban Village by the Bay," gave pride to the community, reinforced its strong planning ethic that has maintained a small town atmosphere amidst an urban setting, and acknowledged that the community was part of a very well known region. • The marketing arena is changing dramatically and Lakeville acknowledges this by wanting strategies that address site selectors, social media coupled with hands on traditional techniques. We take a balanced view of traditional face -to -face and grassroots marketing and couple it with extensive experience with new trends in social media. The community must maintain a balanced approach and not sink too much investment into the next "fad" only to see it replaced with new technology in a few short years. • Site selectors have to quickly navigate to pertinent information. The messaging is effective insofar as it gets them first to the data they need. They will quickly cull through thousands of communities that fail to meet the broadest criteria. Lakeville will need something to differentiate itself once it lands on shortlists for prospects. A quick review of peer community websites reveals that although each community is different, the economic development look and feel of the sites is remarkably similar. In this regard, Lakeville should be unique. • We respect the fact that Lakeview does not want to redesign its logo. Our recent experience developing the marketing and branding strategy for West Des Moines, Iowa was quite similar. The community had a logo that had been deployed on everything from gateway signs to the city's water towers. What West Des Moines needed was not a new logo but a new message. Arnett Muldrow created the "Positioned, Perfectly" campaign that emphasized the city's five target industries, the city's strategic location in the Des Moines metro, and included a locals pride campaign that will allow for citizens to participate in the marketing effort. PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION Firm Credentials and Experience At Arnett Muldrow & Associates, we are committed to making better communities. Based in Greenville, South Carolina, Arnett Muldrow & Associates was created in 2002 to help communities that want to rebuild their aging downtown, reinvigorate their urban neighborhoods, and create economic development opportunities in growing metropolitan areas. Our team of professionals has worked in communities large and small from St. Albans, Vermont to Pleasanton, California. We are a four- person firm that focuses on client service. OUR SERVICES Town Planning • Downtown master plans • Special district and neighborhood master plans • Commercial corridor plans and redevelopment guidelines Economic Development • Retail market assessment for downtowns, commercial districts and sites • Community partnership development for revitalization and economic development • Economic and community development strategies and financing plans • Tax Increment District Redevelopment Plans Community Branding and Marketing • Community and downtown image packages including logos and taglines • Marketing plans including collateral material and web pages • Wayfinding and environmental sign concepts Historic Preservation • Historic preservation planning • Creation of local and National Register historic districts • Design guideline documents and overlay districts OUR PROCESS We work very closely with our clients to define the planning issues for their communities. Whether our solutions focus on an economic development strategy, retail market research, urban design, or historic preservation — we craft a custom process for each community built around three strategies: Commitment to Stakeholder Involvement — Without the involvement of key stakeholders including the public, a project is destined for the dusty shelf. Our public process depends on listening to our clients and we're not afraid to use creative methods to hear what they have to say. Economic Solutions — Any plan can offer a vision for the future of a community. At Arnett Muldrow & Associates, we back the vision with thorough and thoughtful research into the economics that lead to implementation. Our research typically includes detailed retail market assessment and demographic analysis followed by real marketing solutions because getting the word out can be as important as crafting the plan. Plans that Get Implemented — All of our planning efforts include detailed implementation strategies and action plans that detail the who, what, how, and when for every plan recommendation. PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 ARNETT & ASSOCIATES WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION Community Marketing and Branding Experience Arnett Muldrow has emerged as one of the nation's leaders specializing in marketing and branding for communities in the context of creating economic vitality. Unlike a typical advertising or marketing agency, we are a planning firm that understands the complexities of community issues. Our branding and marketing efforts combine the sensitivity of planning with the expertise of a professional graphic artist and marketing specialist. Our experience speaks for itself: • Speakers at the National Main Street Conference on Community Branding in 2005 Albuquerque, 2007 Seattle, 2009 Chicago, and 2010 in Oklahoma City. We have conducted seven national sessions on community branding at the conclusion of the 2010 conference. • Speakers at the Iowa, North Carolina, South Carolina, Virginia, Vermont, Maine, Illinois, and Wisconsin Main Street Conferences and the 2008 Destination Downtown Conferences (MS, LA, and AR) on community branding. • The Virginia Main Street Program selected Arnett Muldrow & Associates to teach the Main Street 101 course on community marketing and branding. • Mississippi, Iowa, and Vermont's Main Street Programs have selected Arnett Muldrow to conduct Main Street manager training on community branding at its annual managers meeting. • The Downtown Promotion Reporter, a national trade publication on marketing downtowns, has named Ben Muldrow a "branding guru" in a 2004 article on community logos and conducted a follow up article featuring Arnett Muldrow's work in 2010. • The National Trust for Historic Preservation has used Arnett Muldrow & Associates for branding services in Macon, Georgia and Detroit, Michigan and we have continued to work with the National Trust for Historic Preservation on branding packages for regional heritage corridors in Arkansas and Kentucky. • The Virginia Main Street Monitor published an article written by Tripp Muldrow concerning the importance of place recognition as conveyed through consistent messages and branding materials. • To date we have completed logo and marketing plans for over 100 communities in nineteen states: AR, VA, MD, WI, IA, MN, VT, MS, MO, NC, DE, SC, GA, LA, AR, IL, MI, KY, WV, and CA. Much of our work is for local governments that do not have unlimited budgets for marketing and branding. We recognize the limitations that this places on implementation and prepare creative solutions to deal with these issues. We know the "tricks of the trade" to develop affordable but highly effective products. We are committed to producing quality. In addition, we have a proven track record of follow through with variety of implementation options. Some of our recommendations have gone on to become major marketing initiatives for communities including a recent film for the Atchafalaya National Heritage Area and a major campaign for Staunton, Virginia launched in Washington, DC. Our clients have included Main Street Programs, Towns and Cities, Chambers of Commerce, and Economic Development Agencies. PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 ARNETT & ASSOCIATES WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION Key Personnel As a four- person firm, Arnett Muldrow relies on its experienced principals to conduct all of its marketing work. We do not "farm out" our work to subconsultants and Lakeville can expect a consistent staffing plan throughout the effort. Three of the four professionals in the firm will be involved in the project. For Lakeville Tripp Muldrow will be the primary point of contact for the project. Tripp will serve as the project manager. Tee Coker and Ben Muldrow will work hand in hand with Tripp. This turnkey approach allows us to be "lean and mean" in our budgeting for these projects saving communities money while providing exceptional one -on -one service. Resumes for all three team members accompany this proposal. References Naomi A. Hamlett, AICP Community and Economic Development Planner City of West Des Moines 4200 Mills Civic Parkway Post Office Box 65320 West Des Moines, Iowa 50265 -0320 515.273.0770 Naomi.Hamlett@wdm-ia.com Bob Wilson, Executive Director The Electric Building 308 Pearl Street, Suite 101 Jackson, MS 39201 601.944.0331 bobwilson@msmainstreet.com Multiple Marketing/Branding Projects Throughout Mississippi Pam Bowman Communications Coordinator City of Anoka 2015 First Avenue North Anoke, Minnesota 55305 763.576.2725 pbow man , c i. an oka. mn. us PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 A R N ETT & ASSOCIATES WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION Scope of Work AR N ETT & ASSOCIATES Task One: Information Gathering and Background Review Arnett Muldrow will review all existing marketing and economic development efforts for Lakeville including the 2010 EDC Strategic Plan for Economic Development, 2010 Business Survey Executive Summary, relevant maps and charts, the conclusions of the EDC Features, Advantages, Benefits (FAB) exercise (upon its release). We will also review other print and media materials, such as the City website, conference and trade show attendance data, and program documents as provided by the Client. Task Two: Project Kickoff and Stakeholder Input (Client Meeting One) The Arnett Muldrow team will conduct a three -day work session in Lakeville that will involve input regarding both the market research for the community as well as research into what makes the Lakeville "brand." The kickoff trip will involve the following: 1. A preliminary meeting will be held with members of the Economic Development Commission and City staff to review the project scope, schedule and deliverables. 2. We recommend that Lakeville engage a Steering Committee of key staff and citizen stakeholders from Lakeville. This steering committee will provide guidance to the Arnett Muldrow team and periodically evaluate the progress of the marketing plan. While the Economic Development Commission will play a primary role in this effort, partners in the community will bear key teaming responsibilities to ensure that the marketing message is launched. 3. We will conduct reconnaissance of Lakeville as well as a detailed photo- shoot. All of the photos will become the property of the Client and can be used to assist in the ongoing implementation of the marketing campaign to come later in the process. Many communities have found this professional quality photo library to be a valuable addition to the services we provide. 4. Our team will conduct up to twenty-five leadership interviews and roundtable workshops (which may occur over the duration of the project) to assess community leaders' perspectives on the how the community is currently marketed and perceived. We try to talk with key property owners, business and building owners, and leaders of community groups. We will work closely with the Steering Committee to identify the people to be interviewed but will rely on the Client to set the appointment times with the interviewees. We have found that one -on -one meetings allow for candid and frank discussions of issues (while also potentially engaging naysayers in a positive way). 5. We will meet with selected community and business groups themselves to garner input and share progress on the effort. We will work closely with the Client to determine which individuals and groups to meet with. Typically these meetings include professionals in real estate, civic groups, and targeted industry groups. We will conduct up to seven group roundtable discussions with these groups. PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION AR N ETT & ASSOCIATES Task Three: Draft Marketing Strategy Report and Presentation (Client Meeting Two) Arnett Muldrow will issue a draft market strategy report and make a presentation of findings to date to the EDC, the Steering Committee, City Council, and other parties as selected by the Client. The draft report will include a synopsis of input to date and will include an outline of preliminary marketing strategies and branding concepts. Task Four: Marketing Strategy Refinement/Resource Development Arnett Muldrow will assess input and direction provided during task two to refine selected marketing concepts and to begin developing additional resources. The resource development process will incorporate the brand and its various media applications in copyrightable, well- designed economic development marketing pieces for the community We recognize that public agencies have limited budgets and that many communities have local talent to help implement brand recommendations. To that end, we will provide the Client with all of the brand documents (including all copyrights) for future use. We will provide three key resources for Lakeville. The first is a Marketing Style Guide that will show all of the appropriate uses of the brand including templates for ad layouts for use by Lakeville. The second is a digital resource package with ALL relevant images, graphics and applications for economic development marketing. The third resource is a digital tracking guide to gauge the effectiveness of the online strategy. Task Five: Resource Review Visit (Client Meeting Three) The Arnett Muldrow team will return to Lakeville to review progress to date, work on refinements to marketing pieces and begin work on the preliminary implementation techniques with both the Staff and the Steering Committee. This meeting will also afford us the opportunity to have an digital media workshop with the client team to evaluate tools, explain how they work, make determinations of which digital marketing directions to take, and formulate those into the implementation strategy. Task Six: Implementation Strategy The marketing and branding recommendations will be presented in an implementation matrix that we call a "Strategy Board" that identifies publications, flight times and sequences, measurement objectives, and key messaging for each target. The "Strategy Board" condenses the entire marketing plan to one easy -to- use sheet that will prioritize the tools and tactics to implement the marketing message. We will provide both an initial one -year action agenda and ongoing action items to implement the marketing effort. The implementation strategy will also include the development of a monitoring system and performance measures. Task Seven: The Promotion and Implementation Workshop (Client Visit Four) The Arnett Muldrow team will return to Lakeville for an intensive promotion and implementation workshop that will involve a staff and Steering Committee review of all of the materials, the strategy board, the implementation and monitoring techniques, and the cost estimates and flight times and sequences for each segment of the marketing strategy. PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 WWW.ARNETTMULDROW.COM FAX 864.233.0840 CITY PLANNING ECONOMIC DEVELOPMENT COMMUNITY BRANDING HISTORIC PRESERVATION Project Deliverables: Our hourly rates are as follows: Tripp Muldrow $110 Ben Muldrow $110 Tee Coker $85 ARNETT & ASSOCIATES 1. Marketing concepts and messaging for the community 2. Print collateral designs, such as ads and brochures; 3. Web page skin redesign and web marketing concepts; 4. Ad templates and concepts; 5. Other collateral pieces as desired by Lakeville (we like to keep this open -ended so that any custom products you need can be developed); 6. All related photography in digital format; 7. Digital resource package with all deliverables in a variety of file formats; 8. Marketing Style Guide for implementation; 9. Marketing PowerPoint presentation; 10. Copyright release granting ownership of all designs to the City of Lakeville; 11. Marketing ad placement strategy; 12. Draft flight schedule for all media; 13. Implementation strategy board outlining first, next, and final steps for the marketing implementation plan. Project Timeline Arnett Muldrow is available to start work on the project in late July 2011 with expected completion by October 28, 2011. These dates are subject to change based on the needs and schedule of Lakeville but are used to illustrate when each task could be completed on an aggressive schedule. Project Budget Tasks one through seven of the project can be completed for a not to exceed cost of $26,400 plus of travel expenses for six person trips billed at cost with no markup. This price does not include advertising costs for ad placement. Hours Per Task: Task One: Information Gathering and Background Review 12 Task Two: Project Kickoff and Stakeholder Input (Client Meeting One) 72 Task Three: Draft Marketing Strategy Report and Presentation (Client Meeting Two) 48 Task Four: Marketing Strategy Refinement/Resource Development 40 Task Five: Resource Review Visit (Client Meeting Three) 36 Task Six: Implementation Strategy 24 Task Seven: The Promotion and Implementation Workshop (Client Visit Four) 32 PO BOX 4151 GREENVILLE, SC 29608 PHONE 864.233.0950 WWW.ARNETTMULDROW.COM FAX 864.233.0840 Tripp Muldrow, AICP PRINCIPAL Tripp Muldrow is an accomplished urban planner with experience covering a broad range of areas in the planning field. Tripp's particular talents lie in understanding how planning and urban design concepts apply to economic development policies and strategies. He has coordinated commercial corridor business associations, developed and implemented historic preservation policies, and authored downtown market studies, tourism plans, and economic development master planning efforts. Tripp is a skilled public facilitator and talented writer. He is equally comfortable conducting public meetings, facilitating community groups, writing technical reports and distilling complex technical information for general audiences. He has served on the faculty of the South Carolina Mayor's Institute for Community Design and has been guest speaker at the Wisconsin Main Street Conference, the Virginia Downtown Development Association, the North Carolina Main Street Conference, and the 2005 and 2007 National Main Streets Conference. In 2004, Tripp was selected as part of an eighteen person Kellogg Foundation Grant delegation to County Mayo Ireland to study sustainable tourism and community development. Tripp is also committed to his own community where he has served President of the South Carolina American Planning Association, a board member of Community Builders (formerly the SC Downtown Development Association), a commissioner for the Greenville Housing Authority, and on the Board of Regents for Leadership Greenville. Tripp is currently a Planning Commissioner with the City of Greenville. Education Professional Memberships Summary of Experience ARNETT American Planning Association American Institute of Certified Planners & ASSOCIATES Bachelor of Arts, Clemson University (1993) Master of City and Regional Planning, Clemson University (1996) 2002 - Present — Arnett Muldrow & Associates Principal, Greenville, SC Performs downtown and community master planning with specialization in economic development and market analyses. 2000 -2002 — MCA Urban Planning Director of Urban Planning, Greenville, SC Managed the Urban Planning program at MCA a division of the 35- person Architecture firm located in Greenville, South Carolina. 1998 -2000 — LDR International, Inc. Project Manager /Associate, Columbia, MD Managed planning projects in cities across the Southeast including Columbia, SC; Macon, GA; Gulf Shores, AL; and Newport News, VA. Coordinated economic development plans for master planning efforts. 1995 -1998 — City of Greenville Economic Development Specialist, Greenville, SC Responsible for planning in the City's West End district, a once declining neighborhood that has emerged as the City's arts and education district. Also worked with commercial corridor planning and historic preservation planning for the city. POST OFFICE BOX 4151 GREENVILLE, SC 29608 864.233.0950 www.arnettmuldrow.com Tee Coker, MCRP Tee Coker is an urban planner with experience covering a broad range of areas in the planning field. His particular talents lie in understanding how planning and design concepts apply to economic development policies and strategies. Tee has contributed to Arnett Muldrow projects in six states. These include community branding charrettes, downtown market studies, economic development plans, and downtown and neighborhood master plans. Tee is a talented writer whose academic background provides him the ability to synthesize information and provide concise analyses of complex situations. He is also comfortable conducting public meetings, facilitating community groups, performing stakeholder interviews, writing technical reports and distilling technical information for general audiences. As a recent graduate of Clemson University's Master of City and Regional Planning program, Tee brings to bear knowledge of current urban planningpractices and technologies. He is skilled in Geographic Information System (GIS) software, Adobe graphic design software, and is pursuing LEED -Green Associate certification to further his knowledge of sustainable neighborhood development. As a graduate student, Tee helped develop design guidelines for two Greenville neighborhoods, which he then presented before the City Planning Commission. Tee is also a community volunteer, a member of Saint Andrews Presbyterian Church, as well as an avid hiker, weight lifter, and visual artist. Education • • • • Bachelor of Arts, History, Furman University (2001, Magna Cum Laude, Phi Beta Kappa) Master of Arts, History, Clemson University (2005) Master of City and Regional Planning, Clemson University (2010) Professional Memberships American Planning Association South Carolina Chapter of American Planning Association South Carolina Chapter of U.S. Green Building Council Summary of Experience 2010- Present — Arnett Muldrow & Associates Professional Planner, Greenville, SC Performs branding, downtown, and community master planning with specialization in economic development and market analysis. 2009 -2010 — Arnett Muldrow & Associates Planning Intern, Greenville, SC Performed market analyses, developed profess- ional reports, conducted community research, and contributed to planning team in dozens of planning projects. 2008 -2009 — Clemson University Graduate Assistant, Clemson, SC Performed historic research and facilitated recruitment of prospective students. Ben Muldrow PRINCIPAL ARNETT & ASSOCIATES Ben Muldrow is a talented graphic artist with experience in a wide variety of marketing applications. He provides community identity and branding services for communities across the United States. Ben has worked on a number of projects specializing in the development of city and neighborhood identities, wayfinding strategies, and promotional marketing material. His experience and portfolio includes a commission by the National Trust for Historic Preservation to complete citywide and regional heritage tourism strategies in Arkansas, Kentucky, and Macon, Georgia. The Downtown Promotion Reporter, a national trade publication on marketing downtowns, called Ben a "branding guru" in a 2004 article on community logos. Ben has been a speaker at the 2004 and 2007 National Main Streets Conference on community branding. Ben is active in the community serving the South Carolina Design Arts Partnership, the Friends of Paris Mountain and the local Boy Scouts of America. Education Summary of Experience Bachelor of Arts, University of South Carolina (2000) 2002 - Present — Arnett Muldrow & Associates Director of Community Imaging, Greenville, SC Provides graphic design and marketing material for Arnett Muldrow & Associates and their clients. April 2001-April 2002 — ShowCase Marketing Art Director Developed City Marketing Department Directed Minor League Sports Marketing Program Maintained Creative Department Archiving System Created collateral for 17 clients in continuous relationships. April 2001 -Nov 2001- NewSouth Communications Strategic Branding Manager Managed all print and sales collateral Maintained and redesigned Intranet and Internet sites Developed web growth plans, and inventory control strategies Rebuilt sales support structure and cut overall printing costs October 1999- May 2000 - Gillespie Agency Art Director Produced Ads for Bellsouth Mobility, Ducane Grills, and twelve other clients. Kept track of external expense File Preparation for external outputs Photo Shoot management and prop selection May 1998 - October 1999- College of Engineering, USC Art Director Managed quarterly publications and yearly publication budget Designed internal and external advertising Organized news events and developed promotions for them Maintained the Mac network and handled hardware and software upgrades POST OFFICE BOX 4151 GREENVILLE, SC 29608 864.233.0950 www.arnettmuldrow.com Contact: Adam Kienberger Economic Development Specialist City of Lakeville 20195 Holyoke Avenue Lakeville, MN 55044 (952) 985 -4425 akienberger City of Lakeville Request for Proposals: Business Marketing Strategy Dated: May 18, 2011 Responses Due: June 3, 2011 Lakeville Business Marketing Strategy RFP Introduction: As a successful and progressive community, the City of Lakeville provides the foundation for healthy neighborhoods and prosperous businesses by investing in quality and efficient services, effective partnerships, and citizen participation. The City's commitment to well - planned development enhances the distinctive and high quality of life enjoyed by our residents. As the southern gateway to the Twin Cities, Lakeville offers the advantages of being part of a metropolitan area while providing a family - friendly small town atmosphere with outstanding recreational and cultural opportunities. The Economic Development Commission (EDC) is a citizen advisory group that updates a strategic plan every three years which employs long -term strategies to encourage business development and promote economic development in Lakeville. Lakeville has historically lacked a consistent and focused branding and marketing plan for business attraction and retention. Past efforts have tended to be mostly reactionary as opportunities have presented themselves and funding was available. The number one goal from the EDC's 2011 -2013 Strategic Plan for Economic Development is to: "Create a marketing plan that has a clear message, is flexible, adequately funded, creative, aggressive, and targeted that communicates Lakeville's values, is broad and sector specific based on good information." The City of Lakeville is seeking responses to this RFP to develop and outline an implementation plan for a business marketing strategy to target corporate site selectors, business decision makers, and the general business community about why Lakeville should be a top choice for locating and growing a business. A facilitated visioning session was held with the EDC in the fall of 2010 to help guide the vision and ultimately served as the outline for the 2011 -2013 Strategic Plan for Economic Development. The results of this internal analysis can be found within the Strategic Plan document. This session produced the following vision of the EDC: • "Lakeville is recognized as a unique and attractive community where people of all ages want to live, learn, work and enjoy and where businesses choose to locate due to an attractive business climate." The EDC is currently conducting a Features, Advantages, Benefits (FAB) exercise and will provide the results to the selected consultant upon completion. 2 Business Marketing Strategy: The City of Lakeville has identified the following five goals and outcomes of the Business Marketing Strategy: Goal 1: Recruit new businesses by targeting and engaging corporate site selectors and other "decision makers ". Outcome: Lakeville's brand is recognized by corporate site selectors and business location "decision makers ". Lakeville is a "front of mind" consideration for businesses looking to relocate or expand. Ultimately this will lead to the attraction of new businesses and jobs for Lakeville. Goal 2: Grow and retain existing businesses. Outcome: Existing businesses realize the benefits of staying and growing within Lakeville and feel a sense of pride and loyalty to remaining in Lakeville. Businesses feel valued and appreciated within the community. Goal 3: Differentiate Lakeville from other suburban communities /target markets by promoting distinctive attributes that demonstrate value. Outcome: Creation of a unique and creative branding campaign that is relevant to viable and identified targets that raise the brand awareness of Lakeville as a place to do business. Goal 4: Convey a positive and relevant brand image of Lakeville both inside and outside of the community. Outcome: Lakeville is recognized as a desirable place to do business. Please note that the City is not seeking a new City logo be developed as a part of this process. Goal 5: Identify local community partners and stakeholders that can share and promote a unified message. Outcome: Multiple partners share a message that is consistently conveyed to both new and existing businesses the partners come in contact with. 3 Proposal: Scope of Service: At a minimum the study should provide a report containing 1. Analysis of existing marketing materials and programs including but not limited to: a. Print and media materials b. Website c. Conference and trade show attendance d. Business retention strategies and programs 2. Suggested marketing strategies to help meet the goals outlined in the goal section of this RFP including but not limited to: a. Print and media materials b. Website c. Social media d. Other miscellaneous promotional materials 3. A detailed implementation cost analysis of each component of the recommended marketing strategies that can be used to identify and plan for a comprehensive marketing budget. a. Identify one -time and annual recurring costs All proposals should include: 1. Tasks to be accomplished and the amount of budget hours for each task and subtask. a. This will be used as a work plan and managing tool for basis of budgeting. 2. Identify deliverables. a. Key milestones of project b. Level of City staff participation c. Status meetings identified through work plan 3. Detailed cost estimate of the study, including professional hourly rates and multipliers and estimated service /task hours with a "not to exceed cap ". Other expenses related to the completion of the study will be discussed on a case -by- case basis. Preferred pricing will identify fixed cost bids with a menu of necessary and optional services. All proposals are subject to the following conditions: 1. Federal Funds. This project is being funded in whole or in part with federal Community Development Block Grant ( "CDBG ") funds through the U.S. Department of Housing and Urban Development ( "HUD "). The Firm selected through this RFP will enter into a contract with the City of Lakeville and must agree to federal funding provisions as attached in Exhibit A. 4 2. Conflict of Interest. The proposer must identify any potential conflict of interest it may have providing the services contemplated by this RFP. Statement of Qualifications: The following will be considered minimal contents of the proposal: 1. Goals, objectives, and project tasks to demonstrate the responder's view of the project and exhibition of responder's knowledge of local government marketing and branding. 2. Outline of respondent's background and experience with particular emphasis on public sector marketing and branding. a. Provide contact list for at least three (3) references in support of the background and experience. 3. Knowledge of print, website, and social media advertising and promotion 4. Experience working with local governments. 5. Identify key personnel to conduct the project. No change in key personnel assigned to the project will be permitted without approval of the City. City Provided Supporting Documentation: • 2010 City Council /EDC Questionnaire Results • 2010 Approved 2011 -2013 EDC Strategic Plan for Economic Development ■ 2010 Business Survey Executive Summary ■ Demographic data: http: / /stats.metc. state. mn. us /profile /detail.aspx ?c = 02395614 • Lakeville map ■ Lakeville Industrial Parks map: http: / /www. ci.lakeville.mn.us/ departments / departmentspdf /IndustrialParks.pdf ■ Lakeville City website: www.lakevillemn.gov (main) www.lakevillebusiness.com (Community & Economic Development webpage) Characteristics of Lakeville: • 38 square miles ■ -60% developed • 55,000+ residents • - 18,700 households • 1,000+ businesses o Mostly small to medium sized businesses ( <100 employees) o Growing office /industrial and home -based business sectors • High educational attainment of residents (44% have a bachelor's degree +) • Median household income $94,212 • Median age is 34.8 • Freeway access Requirements and Final Product: • A business marketing strategy plan document o All documents, plans, work completed under this proposal will become the property of the City of Lakeville upon completion. • Coordination meetings with City staff ■ Up to 3 public presentations to City Council and other advisory committees Evaluation Criteria: 5 Proposals will be evaluated on the following factors with equal weight given to each one. The City of Lakeville has the right to reject any or all proposals without explanation. (Total points possible — 100) ■ Proposer's ability and capacity to meet all Request for Proposals conditions and expectations as solely determined by the City's selection committee. (10 points) ■ The proposal meets the goals as outlined in the Request for Proposals (10 points) ■ Value and price for services offered (10 points) ■ Ability to complete the job in the time allotted (no later than October of 2011) (10 points) ■ Prior satisfactory conclusion of similar work or evidence of specific experience regarding marketing and branding strategies (10 points) ■ Stated and demonstrated understanding of the scope of work being sought (10 points) ■ A creative and unique approach to the proposal (40 points) Because consulting services require the expenditure of funds, the City Council will make the final determination of whether to authorize funds for this project The City does not guarantee selection of any vendor and reserves its right to reject all proposals. Furthermore, the City may or may not accept the lowest price quotation and reserves the right to select the proposal which best meets its needs and selection criteria. RFP Timeline: RFP Issue date — May 18, 2011 Proposals due — June 3, 2011 Interview consultant finalists — TBD City Council approval selecting consultant — TBD Submission Deadline: ■ Six (6) hard copies of proposal and one (1) electronic version on CD or via email including all attachments and supplemental information delivered to Lakeville City Hall no later than 4:30 p.m. on June 3, 2011: Adam Kienberger Economic Development Specialist City of Lakeville 20195 Holyoke Avenue Lakeville, MN 55044 • All questions by prospective responders regarding this RFP should contact: Adam Kienberger akienberger@lakevillemn.gov 952- 985 -4425 • All potential respondents to this RFP will be notified if there are any substantial changes to this document made during the submittal period. 6