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HomeMy WebLinkAbout2014-03-17-Resolutions 14-075_Alice's Rd Corridor - Marketing SupportTHE CITY OF WAUKEE,IOWA RESOLUTION 14-075 APPROVING FLYNN WRIGHT MARKETING SUPPORT EFFORTS IN THE NAME AND BY THE AUTHORITY OF THE CITY OF WAUKEE,IOWA WHEREAS,the City of Waukee,Dallas County,State ofIowa,is a duly organized Municipal Organization;AND, WHEREAS,related to marketing efforts for the Alice's Road Corridor,Flynn Wright has submitted a Marketing Support Efforts document for City Council consideration;AND, WHEREAS,the Marketing Support Efforts include development of a virtual marketing library, marketing video,and Alice's Road Corridor website design and hosting;AND, WHEREAS,City staff recommends approval of the Flynn Wright Marketing Support Efforts; NOW THEREFORE BE IT RESOLVED by the City Council of the City of Waukee that the Flynn Wright Marketing Support Efforts,attached hereto as Exhibit A,is hereby approved with the understanding that costs will reflect actual costs of Flynn Wright given that a portion of work is to be done by Confluence. BE IT FURTHER RESOLVED that the Mayor of Waukee is hereby authorized to sign and execute a contract with Flynn Wright for services as proposed. Passed by the City Council of the City of Waukee,Iowa,and approved the 17'11 day of March, 2014. Attest: YdutA tP·/)~_ Rebecca D.Schuett,City Clerk ROLL CALL VOTE Shane Blanchard Brian Harrison Casey L.Harvey Shelly Hughes Rick Peterson AYE X X X NAY ABSENT ABSTAIN X X Marketing Support Efforts March 2014 1408 Locust Street,Des Moines,Iowa 515.243.2845 Overview As development moves forward,it's critical that this new area be in the best position for successful outreach and awareness.This effort will need to be all-encompassing and include promotion impactful enough to secure residential,retail and businesses as well as successfully highlight the story,general development and structure of the area. By working collaboratively with the City of Waukee and Confluence,Flynn Wright already has a solid understanding of the vision for this critical community asset.Our team also understands the importance to effectively promote the area and build pride within central Iowa and the City of Waukee.After constructing a cohesive brand image and name,our team is now in a perfect position to support the City of Waukee's effort to present this area to a variety of external audiences. Based on current discussions,following are Flynn Wright's initial recommendations to develop key marketing materials.Estimates have been provided for each section specific to development and time for the creation of the marketing materials.As work is defined,Flynn Wright will supply specific estimates for each deliverable,including outside expenses as needed. Thank you for the opportunity to continue working on this incredible project.We've enjoyed being a part of the team,and look forward to bringing this vision forward. Marketing Efforts -Overview Following are the specific materials we feel are necessary for successful presentations and communications efforts.There could be others that emerge from our work that we would present separately.We understand the immediate need for these deliverables and are in a position to get to work right away for the City of Waukee,while keeping on task and remaining cognizant of budget parameters. Virtual Marketing Library An immediate need is the creation of a variety of "sales/presentation sheets"that can be used interchangeably as handouts and email communication.Flynn Wright envisions a series of individual sheets that can work collectively as well as individually for a customized grouping.These sheets will be developed as templates for the City Of Waukee to manage and update as the development evolves. This estimate is for concept time,copyrighting,project management,and design for an in-house print- ready version of each template that can be used in color and black and white. As an example,we will create a "map"template for a variety of uses.It will have a creative header/footer and utilize the color palette determined.We will include some necessary copy and any specifics regarding the area map and its uses,timelines,etc.We will work with Confluence and the City to place the initial map on the template and provide those files.Moving forward,when the map needs updated,someone internally can replace the map with the new version and save that version to the City's FTP site for all to access the most recent map. For another example,we envision a template document that speaks to the story behind the development to help communicate that vision and sell the area(s).This template will likely have much more copy than the map template,but also will be used in a variety of areas.The template will be designed with images,again using the color palette for the area to connect the entire suite of documents with a consistent design.While the images for this template might not change,it's possible that the copy will need to be updated or revised for various audiences.We will build the template so that this copy can easily be changed by anyone at the City. We will work with the City to identify and create 12 templates for ongoing use.We will provide these templates in both press-ready PDF files as well as Word documents. A separate estimate for hard costs Oncluding photography and any printing)can be provided once the type of sheets is determined. Agency efforts:$8,000 Foflowing this initial group of work,our team will estimate a variety of options for future sheets as needed.Those could range from $350-850 for additional templates/sheets,depending on the level of information to create/write and the content of each sheet. Video Presentation We believe there is an opportunity to put the story into a short (2-4 minute)video that is used for presentations,trade shows,speaking engagements,website enhancements,social media,developer communication and promotion,involvement,etc.We will craft this story using powerful images that can be used for a variety of marketing platforms.This can become a primary marketing/communications tool and includes concepting,copy and delivery.This outlook is for a 2014 version.We also envision a 2015 version that would be estimated separately once known assets are determined. Agency efforts:$8,700 Dedicated Webpage As this external announcement takes shape,it's imperative that we drive interested people to a website for immediate and consistent information.The website we've discussed would be a static website,with a link to and from the Waukee homepage.It would exist as its own site and have appropriate links, images and details as well as key contact information.It will have an admin tool for quick copy updates and reflect the impactful nature of the development and mirror the template sheets created.The site will be built in the platform of .Net 4.0 and we will work with your team on connecting with your current host provider and supplying server capacity guidelines,or hosting this through Flynn Wright while keeping everything else in place. Agency efforts:$14,000 Plus $SO/month for hosting fees (assuming standard traffic and hosting parameters) Additionally,our team can also support a variety of other efforts specific to the launch of the area.These weren't specifically requested for this particular estimate/outlook and can be visited separately,but we would like the opportunity to discuss these efforts,the plan for each and how our team might be able to best support the City: Launch efforts -press conference and community outreach Press material development (press kit) Spokesperson message development Media relations outreach and interview coordination Media monitoring and coverage reports Timeframe The client would like for work to begin on March 13 and be complete for presentations and events in May. Our first step would be to meet to discuss firm deliverablcs,content available and other necessary assets needed (photography,production,etc.).Our team will then get to work on timelines and deliverables that the City can expect.We can hold frequent update meetings/calls and determine well in advance the structure and outlook for deadlines and client presentations. Budget Outlook Once we determine each piece of this scope of work,Flynn Wright will provide updated estimates which can also include production/printing information.Client approvals commence work and detailed invoicing reflects the estimate.We believe in no surprise invoices,no "miscellaneous"fees,and our team adheres to billinq cycles and details that work best within your systems and processes. Thank you again for the opportunity to work with you and your team,and especially for considering Flynn Wright for this scope of work!