HomeMy WebLinkAbout2014 Lawn Care Education: Robyn Egloff Design, submittal �� | �� design, `
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PROPOSAL
February 26, 2014
To: City ofBozeman Public Works Department
RE: Direct Solicitation for Proposal — Lawn Care and Riparian Area Education and Outreach Program
1. Name, address and contact information ofthe consultant.
robyneg|offdesign, inc. (red, inc.)
35UUBergamot Court
Bozeman, MT59715
Robyn Eg|off— President, Creative
408'209'8888. robyneg|offdes|gnLayehoozom
Kendra CeUenUne— Project Manager, Media Buyer
408'570'8813. kendreceUent|neLdgme|icom
Becky Edwards— Public Relations
408'570'9427. beckyLdsunsnowcreet|vezom
2. Project Management Chart.
CLIENT
Brian Heaston/
City of Bozeman
PROJECT MANAGER
manages every project,the conduit from the
agency to client'keeps work flowing/on budgeU
on time,takes assignments from the client
CREATIVE OUTREACH/
design,prod tion,
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MEDIA
�� EDUCATION
print vendor scuivi paid media research,
robyn eg�o��es�gn. �nc
3. Qualifications and experience of individuals performing the tasks.
robyn egloff design, inc. is a full-service, graphic design shop founded in 2008 by Robyn Egloff. Robyn
has 13+years of experience in creative services, including graphic design, art direction, and production
management. Previous clients include Big Sky Resort, First Interstate Bank and Travel Montana (now the
Montana Office of Tourism). Her time working at a successful advertising agency brought a full
understanding of how brand identity and development are created and executed from start to finish and
applied across all mediums.
Robyn's current client list includes the City of Bozeman Public Works Department, City of Bozeman Solid
Waste Division, Great Falls Clinic, Zone 4 Magazine, Center for Large Landscape Conservation and
National Parks Conservation Association Yellowstone Field Office. In addition, she contracts work
through MercuryCSC(formerly Mercury Advertising)where she works on clients such as First Interstate
Bank, Montana Office of Tourism, and Southeast Montana Tourism Region.
Services included are brand development, brand identity(including logo and stationery package), logos,
annual reports, catalogs, brochures,web development, interactive media,advertising and print bidding
and purchasing.
Kendra Callantine& Company is a marketing and media consulting firm formed in 2013 by Kendra
Callantine. Kendra has over 20 years of experience in comprehensive project management, brand
identity and media buying. A fourth generation Montanan, Kendra encompasses over a decade of
experience working with Montana media and local organizations through her work at MercuryCSC and
currently as a consultant.
Kendra's client roster includes current and former clients such as: City of Bozeman Public Works
Department, City of Bozeman Solid Waste Department, City of Bozeman Office of Sustainability, Great
Falls Clinic, Montana Office of Tourism, Southeast Montana Tourism Region, Bozeman Chamber and
Visitors Bureau, Big Sky Resort, First Interstate Bank and Big Sky Chamber and Visitors Bureau,among
others.
Kendra has established relationships with media sales and managers for local and regional television,
radio and print outlets, as well two decades of experience with printing companies and project
management.
Sun Snow Creative is a communications and advocacy consulting firm founded in 2010 by Becky
Edwards. Becky has over a decade of high-level public relations and marketing experience. Her in-
house experience in the marketing department at Simms Fishing Products and as Public Relations
Executive for the Montana Office of Tourism during her tenure at MercuryCSC, provided her with a
wealth of experience creating a brand identity, honing her strategic communication skills, and effectively
strategizing communication campaigns and driving that message to consumers through traditional
earned media as well as interactive social media.
Becky's current and previous clients include: City of Bozeman Public Works Department, Resource
Media, Gallatin Association of Realtors, CoolWorks, Gardiner Gateway Project, Partners Creative,
Western Conservation Foundation, Bozeman Ice Festival,Whitefish Legacy Partners, City of Bozeman
Office of Sustainability and Montana Conservation Voters, among others.
Becky has extensive experience creating and implementing communications plans with large-scale
government agencies. During her tenure with the Montana Office of Tourism while at MercuryCSC,the
public relations plan she spearheaded resulted in a leap of ROI from $5 million to $14 million in
equivalent earned media value in just three years.
Robyn, Kendra and Becky are all available via phone, email and for meetings as needed.
4. No more than eight typewritten single-spaced pages that fully describe the consultant's detailed
proposal to meet the overall purpose of the grant contract, its task descriptions, and deliverables.
PURPOSE: The goal of the 319 grant is to develop an education and outreach(E/O)program to promote
understanding of lawn care and riparian area Best Management Practices(BMPs)in the Bozeman area.
The program shall be targeted to specific property owners and land managers that have the potential to
substantially reduce nonpoint source pollution through BMP implementation.
Proposed Approach:
red, inc. recommends developing two clear education and outreach efforts centered around reducing
point source contaminants to address two distinct needs: promote healthy lawn care practices which
reduce nutrient loading to Bozeman waterways (which also promotes stormwater system health), and the
other focused on educating property owners regarding riparian area buffers and their pollution-filtering
benefits, and enhance their usage.
These two outreach efforts have very different audiences:the lawn care outreach effort targets all
Bozeman property owners,the latter focused on land owners directly adjacent to waterways within the
City of Bozeman boundary.
The city-wide lawn care outreach effort aims to educate and promote best practices regarding
implications of snowmelt and stormwater runoff as nutrients, soil sediment, grass clippings, pet feces,
etc. are washed into city streets and into the stormwater system. Within the `old town' of Bozeman,
stormwater pipes flow directly into Bozeman Creek with no filtration system, in the newer subdivisions
there are settling ponds which offer a margin of filtration, however many contaminants still migrate into
waterways. A general, city-wide public outreach effort will not only increase awareness for improving
water quality in our local waterways, but also promote awareness of low visibility infrastructure: the
stormwater system. As the City of Bozeman makes the transition to a full-fledged utility to manage and
maintain stormwater,the community and city staff will benefit from additional education surrounding
stormwater and its direct implication to all local waterways,especially the East Gallatin River.
Riparian buffer education and outreach will be targeted to property owners adjacent to flowing waters
within City of Bozeman property boundaries. Large landowners such as sod farms, city parks and golf
courses will be the focus, however specific property owners, irrespective of size,who are identified as
potential champions and/or who have visibly apparent issues with riparian area degradation,will also be
targeted in outreach efforts. Outreach and education efforts will be centered on offering best practice
suggestions and general information regarding the importance of healthy riparian buffers relating to
water quality.
red, inc.will coordinate with the City of Bozeman to evaluate current educational materials, make
alterations if needed, and create new materials as necessary. Since grant funds are limited,we will
create our plan with efficiency to ensure that all aspects of each campaign are as value-packed as
possible. Possible new materials may include a rack card for lawn care best practices, general
stormwater health awareness, and examples of riparian area buffers and the positive effects these have
on water quality. In addition to hard copy materials, red, inc. also recommends creating a page within the
City of Bozeman Water Resources and Conservation website to direct traffic and to locate more
information.
Large components of each outreach effort will be partnerships with other water quality groups with a
vested interest in the Bozeman community. These groups will be integral in not only assisting in creating
best practices for stormwater health and riparian areas, but also in continuing to dispense materials and
messages that are created as a result of these two outreach efforts. Such groups include: Greater
Gallatin Watershed Council,Gallatin Valley Land Trust,Trout Unlimited, Montana Outdoor Science
School, Gallatin Local Water Quality District, and more.
TASK 1 — PROJECT PLANNING AND COORDINATION
DESCRIPTION:Contractor shall research and identify land management uses in the greater Bozeman
area that have the potential to substantially reduce nonpoint source pollution through BMP
implementation. Targeted land uses may include golf courses,sod farms, the City of Bozeman's public
parks, Montana State University property, local school property, and other commercial and residential
properties.
From the list of identified land uses, Contractor shall contact a minimum of ten property owners and land
managers about current land management practices to guide the development of the education and
outreach program described in Task 2, and to solicit participation in the education and outreach
program.
Proposed Approach:
At the conclusion of a print, online and earned media outreach effort, red, inc. will assist COB with
holding an education outreach roundtable. Specific attendees such as golf courses, landscape
companies, HOAs and neighborhood committees will be targeted specifically, however the meeting will
be advertised to the community and media and open to the public.
Outreach to riparian area landowners will be much more targeted. Talking points and a general
information rack card will be created as well as a `hit list' of contacts including private landowners, golf
courses, City Parks, etc. Individual visits may be utilized, and a smaller, invite-only roundtable will be held
with COB staff and riparian buffer experts (possibly Montana Trout Unlimited). The focus of the visits and
roundtable will be educating landowners on best practices.
Task 1 Funding:
319 Funds $2,000
Non-Federal Match $2,000
Proposed Allocation of Funding:
Apply 100% of 319 funds and $1,000 of match to fund the efforts of red, inc./consultant($3,000).
Remaining $1,000 match to be in-kind time for Brian Heaston and other city staff as appropriate.
Task 1 Deliverables:
1)A list of specific individuals, organizations, schools, and universities, municipalities and other entities
that were identified and contacted for participation in the education and outreach project.
2)Summary of meeting notes with each contacted property owner and/or land manager. Additionally
attendees acquiring information such as general knowledge of subject matter as well as campaign
effectiveness will complete surveys.
3) red, inc. will assist in organizing, planning, prepping COB staff and contacting media regarding each
roundtable event. red, inc. will work with COB staff on contacting riparian area property owners on an
individual basis as well.
TASK 2 — EDUCATION AND OUTREACH PROGRAM
DESCRIPTION:Contractor shall develop an education and outreach program targeted to property
owners and land managers identified in Task 1. Contractor shall coordinate with local water quality
protection groups, including the Greater Gallatin Watershed Council, the Gallatin Local Water Quality
District, and Montana State University Extension Water Quality, and other stakeholders in developing the
education and outreach program. Contractor shall obtain DEQ's approval in writing for any contracted
services related to the development of the education and outreach program.
Contractor shall ensure that participants receive background information on NPS pollution in the
Bozeman area,proposed solutions, and BMPs for proper lawn care and riparian restoration through
presentations and printed handouts.Additional outreach may include direct mailings, on-site visits, web-
based presentations, or other media-outlet presentations. Contractor shall provide resources for
participants interested in pursuing BMP implementation.
Proposed Approach:
Two specific outreach efforts will be created to increase exposure and awareness of stormwater health
as it relates to lawn care runoff, and riparian buffers positive impact on waterway health. red, inc. will first
identify partners such as Trout Unlimited, GGWC, Gallatin Valley Land Trust,and more and work with
COB staff and experts from partnership groups to determine best talking points/messaging for each
outreach effort.
For the citywide lawn care/stormwater health outreach effort, a print, online, earned media and collateral
campaign will be developed with a respective budget. The timing will be focused on spring/early
summer of 2014,with a possible smaller push in fall/early winter 2014. Immediately after the outreach
effort ends in media outlets (early summer 2014), COB will hold the educational roundtable for general
community attendance as well as a media opportunity. red, inc. will assist in creating a survey and
gathering information from attendees, as well as assisting COB staff with creating a presentation and
talking points. red, inc. will utilize existing materials as much as possible to economize the project. A
collateral piece will be created with a specific risk and call to action regarding best practices for lawn
care and resultant water quality implications.
The riparian outreach and education will be much more sniper-style and targeted to large groups such
as City Parks and golf courses, but not limited to these groups. Specific general landowners near
waterways within city boundaries will also be contacted.A sheet of talking points will be created and
used during initial contact with land owners (possibly in person). Information will be logged and analyzed
from these meetings, and a more comprehensive collateral piece including best practices for creating
riparian buffers will be created and disseminated during a larger roundtable discussion. Again, red, inc.
will assist in creating a survey to be administered during this roundtable to acquire more information
from attendees. As with the lawn care campaign, red, inc. will identify and engage possible partner
organizations to expand reach.
Task 2 Funding:
319 Funds $7,000
Non-Federal Match $7,000
Proposed Allocation of Funding:
Apply 100% of 319 funds and $5,000 of non-federal match to fund the efforts of red, inc./consultant
($13,000). Remaining $1,000 match to be in-kind time for Brian Heaston and other city staff as
appropriate.
Task 2 Deliverables:
1)A list of individuals, organizations, agencies, and other entities participating in the education and
outreach program.
2)A draft copy(ies) of each educational material(s) produced to be reviewed by the DEQ Project
Manager.
3)A final version of each educational material(s) produced in electronic and hard copy format.
4) Presentation agendas, photos,surveys,talking points and attendee sign-in sheets
TASK 3 — PROJECT EFFECTIVENESS EVALUATION
DESCRIPTION:Contractor shall monitor the effectiveness of education and outreach activities through
follow-up surveys with project participants. Contractor shall work with the DEQ Project Manager and
partner groups to prepare a survey that captures the level of participation,subject awareness, and the
likeliness of BMP implementation.
Proposed Approach:
red, inc.will work with COB staff to coordinate two roundtable discussions/community education events.
These events will follow two educational outreach efforts focused on lawn/landscaping
runoff/stormwater contaminants and riparian area health. Surveys will be prepared and presented to
attendees to gather information as well as gauge success of outreach efforts. Additionally, red, inc.will
provide website metrics associated with the dedicated web page at Bozeman.net to gauge
engagement.
Task 3 Funding:
319 Funds $1,000
Non-Federal Match $2,000
Proposed Allocation of Funding:
Apply 100% of 319 funds and 100% of non-federal match to fund the efforts of red, inc./consultant
($3,000). Remaining $1,000 match to be in-kind time for Brian Heaston and other city staff as
appropriate.
Task 3 Deliverables:
1)A draft copy of the survey for review by DEQ Project Manager.
2)A final copy of the survey.
3)Survey results and summary of project effectiveness to be included in Final Report prepared
for Task 4,Contract Administration.
TASK 4— PROJECT ADMINISTRATION
DESCRIPTION:Contractor shall oversee and be accountable for the completion of all tasks. Contractor
shall prepare and submit attachment B-billing statements,status reports, annual reports, and a final
report(details are listed below). Contractor shall maintain regular contact as defined by the DEQ project
manager.
Proposed Approach:
red, inc.will work with COB staff to complete billing on a monthly or quarterly cycle,whichever COB and
the DEQ administrator prefer. Additionally, red, inc. will work in close consort with COB staff to ensure
DEQ has final approval of all outreach materials and has electronic copies of all materials created. Red,
inc. will work with COB staff to create a project-end report summarizing the entire outreach and
education effort and data evaluating its effectiveness, as well as quarterly report documenting status,
completed tasks and next objectives.
Task 4 Funding:
319 Funds $0,000
Non-Federal Match $3,000
Proposed Allocation of Funding:
Apply $2,000 of non-federal match to fund the efforts of red, inc./consultant($2,000).
Task 4 Deliverables:
Contractor shall submit to DEQ the following deliverables as described in the Task 4. Description: Status
Reports,Annual Reports,Attachment B-Billing Statement and a Final Report. Contractor shall ensure that
all reports are written clearly, and require only a minimal amount of editing by the DEQ project manager.
5. Proposed general time schedule, including start and completion dates for each primary task required
of the grant contract.
red, inc. proposes that outreach to the community and private land owners commence during the spring
and early summer months,when we are experiencing,typically,the highest stormwater runoff.
Additionally most property owners are commencing with spring yard cleanup and outdoor"cleanup"
activities that can effect what flows to the stormwater system.
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Outreach Effort for Lawn Care Education Possible Autumn Lawn Care
(Print media,online media,collateral) Campaign
Roundtable-end of June or
early July
Outreach Effostfor Riparian Education,
(;Collateral)
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Survey data:
Reviewed,......
campaign
summaries
complete end.
of July
Once the contract is awarded,we will meet with key individuals to gather additional information and
begin the planning process for the proposed outreach efforts.
The outreach effort for lawn care education will begin with a print and online campaign starting in early
to mid-April and will run through the month of June. Print ads will run in the Bozeman Daily Chronicle on
a rotating insertion schedule, online ads will run in the Bozeman Magpie and OutsideBozeman.com
during the months of April, May and June. Collateral efforts may include a statement staffer printed and
distributed in the City of Bozeman utility bills in May and a rack card that will be available to the public
and distributed at the roundtable held at the end of June or in early July.
The outreach effort for lawn care education will culminate in a roundtable held the end of June or
beginning of July.
Riparian outreach efforts to property owners will begin in April or early May and will continue through
June,with personal contact and conversations with select property owners. A rack card will be created
for sharing with property owners and partner organizations. It will also be available at the roundtable.
The roundtable event will be held the end of July.
At the end of July, a completed survey and outreach summary will be completed.
Depending on available funding,we propose to push additional outreach effort towards the public
regarding Autumn leaf care and stormwater health as we head into the winter months. This would
potentially begin in September and may run through October.
6. Billable rates for individuals performing tasks and estimated costs for production of creative materials
or media buys proposed
All billable services will be billed out at a rate of$75/hour. Media will be marked up at an industry standard
rate of 15%. Other outside services (photography, printing, etc.)will be marked up at an industry standard
rate of 30%.
Estimated costs:
Media (print and online)_ $3,280
Collateral (statement stuffer and rack cards)_ $1,948
Additional hard costs (psa recording, photography, etc.)_ $300-1,000
Estimated consulting, project management, production and creative costs= $14,772-15,472
7.A completed and signed Non-Discrimination Affirmation Form
Completed and signed Non-Discrimination Affirmation Form is signed and included with this proposal.
NON-DISCRIMINATION AFFJRMATJON FORM
1
,•Jnamc of enlity suihnu�ilhngi hereby a gins it will not disci iminate
on the basis
of race, coW, req.i, iuon, creed, , , ape, ma.rital status,rq ;tieNraal Origin„ or bec•aA.G"roe
f actual or perceived sexual fientation, �rider Wentlity or disability In the,performalrlee of
word eTform"I for the city of Bozeman, its a contract is awarded to it.and also recognizes the
eventual contract,if awarded, will contain a provision prohi iti.:li discrimination as described,
above and that this prohibition shall apply to the liii�ring and treatment, of the
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