HomeMy WebLinkAbout10. PSA Nest
Commission Memorandum
REPORT TO: Honorable Mayor and City Commission
FROM: Brian Heaston, Project Engineer Craig Woolard, Public Works Director
SUBJECT: Authorize the City Manager to sign a Professional Services Agreement with The Nest Collective, LLC for Public Works Department Public Relations Services.
MEETING DATE: October 6, 2014
AGENDA ITEM TYPE: Consent RECOMMENDATION: Authorize the City Manager to sign a Professional Services Agreement with
The Nest Collective, LLC for Public Works Department Public Relations Services.
BACKGROUND: The Public Works Department (PWD) requires professional public relations services
to develop and implement communications strategies, including marketing and branding, for various PWD divisions. Timely and consistent public communications inform city residents of PWD issues,
projects, and services that may impact or benefit the community. Effective public communications are a
crucial element in not only building, but maintaining, the public trust. Professional public relations services play a vital role in the PWD’s mission to continue serving the community at a high level of
service.
A request for proposals for public relations services was publicly advertised in the Bozeman Daily
Chronicle on July 13, 2014 and also advertised on the City website. Three responses were received and evaluated. Upon review and deliberation of the proposals, The Nest Collective, LLC was selected as the lowest most-responsible service provider per the City’s adopted purchase policy.
A professional services agreement (PSA), scope of work, and fee have been negotiated and agreed to by the parties as provided in the attachments to this memorandum. The PSA runs for a term of one year;
however, annual extensions are allowed if mutually agreed by the parties, but in no case will the agreement extend beyond a three year period.
UNRESOLVED ISSUES: None.
ALTERNATIVES: As suggested by the City Commission.
FISCAL EFFECTS: Approved FY’15 PWD division budgets provide funding for the scope of
services agreed to in the PSA. A cost not-to-exceed $70,000, as further described in the PSA, is provided
for the initial annual term of the agreement. Scope and fee for extended annual terms will be agreed to before extending the agreement.
Attachments: PSA w/Scope of Services attachment
Report compiled on: September 22, 2014
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City of Bozeman Public Works Department
Professional Services for Public Relations
Attachment A - Scope of Services
the nest collective
www.thenestbzn.com | 406-209-6868
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Attachment A: Scope of Services - The Nest Collective, LLC | 2
Scope of Services
The Nest Collective is a team of communications professionals with over 50 years
combined experience developing and executing high-level communications plans.
Please see our exact experience below as it relates to each component of the Scope
of Services.
Scope of Services: Item 1
Development of an over-arching strategic communications plan for the PWD.
Through our individual businesses, and as The Nest Collective, we’ve personally
developed and executed many high-level strategic communications plans
for governmental agencies, private companies, and non-profit organizations.
Several examples include: the Montana Office of Tourism, whereby we created
a public relations strategy and department from the ground up, taking the
return on investment from $5 million dollars to $15 million dollars in only three
years. Additionally, our members brainstormed and developed conservation
communication strategies for national and state-wide conservation organizations
such as Resource Media (examples of which can be described privately however
due to contract confidentiality agreements cannot be written into a public document),
the American Fly Fishing Trade Association (Tintina Mine Opposition, Clean Water
Act), Whitefish Legacy Partners (Legacy Lands Campaign), Western Conservation
Foundation (examples of which can be described privately however due to contract
confidentiality agreements cannot be written into a public document) and the City of
Bozeman Public Works Department.
Scope of Services: Item 2
On-going support and continued development of the Bozeman Street
Report including preparing creative materials, media buys, weekly radio
announcements, social media, and interactive web content.
The Nest Collective developed the Bozeman Street Report in coordination with the
PWD to better inform residents and visitors to Bozeman of closures and delays from
construction and infrastructure maintenance projects. We created the logo, executed
media buy outlets and strategies, coordinated and recorded radio spots, managed
web content and created and scheduled social media posts. The Nest Collective
possesses extensive experience in all of these areas thanks to our work with the
Great Falls Clinic (creative materials and radio spots) and with Resource Media and
AFFTA (social media content/scheduling and website management).
Scope of Services: Item 3
On-going support and continued assistance with the Solid Waste division single-
stream recycling service media campaign, and other services such as compost
and brush pickup, including preparing creative materials, media buys, radio
announcements, social media, web content, and equipment/supplies advertising.
The Nest Collective was tasked with developing a marketing strategy to increase
solid waste and recycling customers and increase program awareness and revenue.
We created a cohesive strategy that included print media, online media, radio, radio
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sit-ins, PR efforts, partnerships and environmental marketing to raise awareness of
the City of Bozeman’s Solid Waste Division and services. Solid Waste customers, and
especially Single-Stream Recycling customers, have increased in the past 18 months
due to our efforts.
Scope of Services: Item 4
Developing marketing and branding for the Water Conservation division
including logo and slogan creation, website development, community surveys,
assisting with education and outreach materials/campaigns, public engagement,
media buys, and equipment/supplies advertising.
The Nest Collective has been involved in the IWRP and the beginning stages of
the water conservation program for the last 12 months, assisting in steering the
development of the program. We’re eager to continue to assist this new outreach
and educational effort. With our work developing conservation strategies and
programs with Whitefish Legacy Partners and Western Conservation Foundation, we
understand the need for community investment and the importance of partnerships.
We have extensive history with creating new marketing and branding strategies
through work with the City of Bozeman Better Bozeman Project (logo, communication
platform), the Center for Large Landscape Conservation (logo, brand platform,
website development), District 7 Human Resources Development Council (brand
platform, print advertising, outreach materials, website development) and Great Falls
Clinic (brand platform, print campaign, outreach, media buys, equipment/supplies
advertising), survey development (AFFTA and Resource Media) and social media
development and equipment advertising (COB Single-Stream Recycling truck wrap).
Scope of Services: Item 5
Assisting the Stormwater division with public engagement activities including
education and outreach material/campaign development, community events,
website development, MS4 discharge permit compliance issues, and stormwater
utility enhancement.
The Nest Collective has been working with the PWD regarding developing a
preliminary outreach and education program for Stormwater for the last 12 months.
The Nest has extensive experience working with the Department of Environmental
Quality and the Environmental Protection Agency, including a large working
knowledge of MS4 discharge permits, compliance issues, watershed health as well
as the history of the City of Bozeman’s stormwater system and the trajectory the
upgraded utility will move towards. Additionally, The Nest has worked extensively
with water quality organizations such as Trout Unlimited (national and the Montana
chapter), the Greater Gallatin Watershed Council, Blue Water Task Force and more.
Scope of Services: Item 6
Assisting the Streets division with public engagement activities including
education and outreach material/campaign development for streets division
services such as fall leaf pickup, snow plowing, and spring cleanup.
The Nest Collective developed a suite of proactive, engaging collateral pieces
and print ad campaigns and online to promote leaf clean up, sidewalk shoveling
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and snowplowing for PWD that dovetailed with messaging from the Bozeman
Street Report. We are keen to continue that effort and develop new strategies
to communicate the importance of property management that positively effects
neighbors and residents.
Scope of Services: Item 7
Assisting the Engineering division with public engagement activities including
education and outreach material/campaign development for issues such as
sidewalk snow removal, sidewalk trip hazard removal, SID creation community
outreach, development review procedures, floodplain mapping, capital projects
construction, and long-range infrastructure planning.
The Nest Collective has a comprehensive history of critical thinking and strategy
development regarding issue-based projects. Thanks to our previous work with
the PWD, we are already familiar with SID creation and have assisted in outreach
regarding the Story Street SID. Additionally, we possess in-depth knowledge of
floodplain mapping and issues with current inaccuracies on the FEMA map as well
as floodplain insurance changes and rate increases. We have also been consulting
with the current PW Director regarding long-range infrastructure planning and
incorporating outreach and education to this forecasting.
Scope of Services: Item 8
Assisting the Water and Sewer division with public engagement activities
including education and outreach material/campaign development for issues
such as smart water metering, water meter replacement, backflow prevention,
leak detection and repair, hydrant flushing, sewer flushing, and sewer service
root intrusion.
The Nest Collective greatly enjoyed working with the Water and Sewer department
for the past WaterFest event, as well as learning about the smart metering program.
With our previously detailed experience, we are well-equipped to continue outreach
and education efforts.
Scope of Services: Item 9
Assisting the Water Treatment division with public engagement activities
including education and outreach material/campaign development for issues
such as drinking water supply, drinking water quality, municipal watershed
health, drought preparedness, and municipal watershed projects.
On the heels of a successful Water Treatment Plant ribbon cutting, The Nest
Collective already has a considerable working knowledge of the water treatment
plant and the cutting-edge technologies such as the membrane filtration system and
the flocculation tanks now featured in the $40 million plant. Additionally, The Nest
has been working intimately with the US Forest Service to develop a communications
strategy regarding the Bozeman Municipal Watershed (BMW). Our goals here are
twofold: to deliver logistical information regarding the eventual forest management
and thinning project that will (likely) commence within the next 12 months, as well
as provide greater awareness to the Bozeman community regarding the origins of
drinking water and the opportunity to become better stewards of these public lands.
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Scope of Services: Item 10
Assisting the Water Reclamation division with public engagement activities
including education and outreach material/campaign development for issues
such as watershed health and discharge permit compliance.
With our background and awareness of MS4 discharge permits and non-point-
source issues, we are well-equipped to develop and deliver appropriate messaging
regarding our water reclamation facility as well as the stormwater utility.
Scope of Services: Item 11
Preparation of media releases and continuous engagement with local media
outlets.
We have over 15 years of experience writing and disseminating media releases
not only for the City of Bozeman but also for the Montana Office of Tourism, AFFTA,
Whitefish Legacy Partners, Partners Creative, MercuryCSC, Business for Montana’s
Outdoors, and many more. We have been working closely with the Bozeman media
on behalf of the PWD for the last 16 months.
Scope of Services: Item 12
Identification and coordination with community partners and stakeholder groups
to assist the overall effectiveness of PWD public communications.
The Nest Collective is pleased to have worked with existing partners to the PWD, and
is looking forward to developing new alliances. The USFS, Gallatin Valley Land Trust,
Greater Gallatin Watershed Council, Trout Unlimited and the Gallatin Association of
Realtors are all examples of collaborators during the past 16 months of work with the
PWD. We look forward to the opportunity to grow this list in numbers and depth.
Scope of Services: Item 13
Additional public communication and outreach activities as required by the PWD.
Since The Nest Collective has been under contract to provide marketing and
communications assistance for the Solid Waste Division and the Bozeman Street
Report, our team has repeatedly gone above and beyond to assist in any additional
projects as assigned by the PWD. Examples include the IWRP, BMW, landfill, and
many more. We look forward to continuing this dedication to PWD.
Proposed approach to developing an over-arching strategic communications plan for the
PWD.
While the City of Bozeman Public Works Department provides the vital cogs of any
community— streets, sidewalks, drinking water, refuse services, sewer systems and
more—residents tend to simply consider these efforts as “givens.” More often than
not, Bozemanites notice their city’s infrastructure only when it inconveniences them:
the “annoying” construction project that alters their commute. That “dangerous”
pothole that causes a bike wreck. A “frustrating” water outage. In short, a negative
conversation is too often the only one about Public Works.
The Nest Collective adamantly believes in changing that narrative within the Bozeman
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community. Drawing from our extensive experience in effective communications, our
proposed strategic communications plan will broadcast the PWD’s successes, as well
as being transparent and proactive when things go awry, to the Bozeman community
in a positive, proactive, and engaging manner. Bozeman recently won several
awards in popular magazines such as Outside for being the most desirable mountain
community to play and raise a family in. Without clean water, bike-friendly streets, and
easy services like single-stream, curbside recycling, Bozeman would not be such an
attractive destination. By telling these positive infrastructure stories to our community
in an informative and inspiring way, we will garner more investment in the PWD, and
in turn swell the pride of our community. When there are utility tax increases, such as
stormwater, citizens will understand that they are paying to make our community better.
Overall, we believe these stories will help will help the community see that the things
they often take for granted are actually important community assets, and that their
maintenance is exactly what makes our community so ideal.
The first step in developing our strategic communications plan is a period of
“discovery.” Our team will meet with directors and supervisors of the PWD, unearthing
stories and issues worth telling. We’ll catalog all of these opportunities to engage the
community in a comprehensive GAANT chart, highlighting the best outreach methods
while setting appropriate timelines. With our GAANT chart complete, we can look
at a glance at a large-scale plan of ALL of PWD’s stories, programs, opportunities
and issues, giving us the insight to efficiently (and effectively) roll out messaging
strategies.
Using what we’ve learned in the discovery phase, we’ll also craft a consistent,
appealing brand for the PWD—one that both engages and reassures citizens. By
setting brand guidelines, we’ll ensure that all PWD communications adhere to
one voice and style that both resonates with residents, and remains stable and
recognizable as PWD, no matter what media platform.
As for media platforms, The Nest Collective is well aware that our community tax
dollars support the PWD budget. Our strategic communication plan will prioritize
conservative media buying as well as a proactive earned media component.
Since The Nest has already worked with PWD on the Bozeman Street Report and
other issues, we’ve built healthy relationships with all local media outlets. These
relationships will be key as we earn positive editorial stories and simple engagement
on PWD issues. Low-cost and no-cost will lead our discussions as we craft our
communications plan.
The Nest has already proven that the PWD’s outreach can be both inexpensive and
effective, allowing us to do more with limited dollars. Our plan would continue to
create change without overspending, inspired by the success of past efforts like
social media portals and outreach (Bozeman Street Report as well as posts to City
of Bozeman social media pages), radio sit-ins, media releases, and non-traditional
marketing like the chalk art surrounding WaterFest. We will once again capitalize on
our partnerships with other groups to broaden our message (Gallatin Valley Land
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Trust, Greater Gallatin Watershed Council, etc.), as well as editorial columns (such
as Craig Woolard’s Bozeman Daily Chronicle column as well as Becky Edwards’
Bozeman Magpie column and quarterly BDC conservation column).
Studies prove that a “layered” communication technique results in exponentially
better message retention, so we will judiciously evaluate and execute media buys
and campaigns to speak to citizens on multiple levels. In that vein, The Nest has
been very successful with the Solid Waste Department as well as the Bozeman
Street Report in utilizing media buys in print, online, radio spots and statement
stuffers to effectively reach residents in a variety of different methods. As we develop
our strategic communications plan, we will once again incorporate these proven,
effective methods.
Furthermore, we believe that to engage our community, the PWD needs to be a
visible part of that community. We’ve already raised public awareness for water
conservation with the Music On Main Water Station, as well as the high quality of
our city drinking water and its origins. To that end, our strategic communication
plan will include placing PWD at the heart of important hometown events like the
Homecoming Parade, the Farmer’s Market, Catapalooza and Pecha Kucha nights. We
will also rely on our event-planning acumen to plan City-specific events, capitalizing
on the success of our Better Bozeman Project.
In crafting our communications plan, we will take into account not only Bozeman
citizens, but another crucial audience: partners of the PWD. In the past, the PWD has
forged several partnerships with large-scale governmental agencies as well as local
and state politicians. For instance, The Bozeman Municipal Watershed project is just
one instance of PWD collaborating with a governmental agency for positive change.
We will help PWD communicate with groups such as these to partner on these
engagement opportunities to ensure consistent messaging. Other opportunities exist
with the Environmental Protection Agency, the Department of Environmental Quality,
Montana Department of Transportation and many more.
To grow these mutually beneficial partnerships further, our plan would include
provisions to help PWD to factor in communication with local, state and federal
politicians regarding developments and projects within the PWD. Ensuring awareness
of PWD projects and efforts to continue to improve the Bozeman community to
these public servants is a feather in their caps as well as the PWD’s. An example
of such communication was the new water treatment facility ribbon cutting event,
which The Nest organized and executed. This event drew a crowd of over 60 with
representation from the City of Bozeman Mayor as well as representatives from both
senator’s offices.
All of these strategies and skills will combine to create a solid, comprehensive
plan for the PWD. But to simplify our guiding philosophy: we will craft our strategic
communication to expose the good the PWD does on a daily basis—things like
smart water metering, innovations in the GIS department, an award-winning water
treatment plant. We feel our work with the PWD has already created a friendlier, more
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transparent voice for infrastructure, helping the public create positive associations
about where their tax dollars go. We look forward to capitalizing even further on that
momentum.
As our Discovery Phase progresses, we can better determine the most appropriate
course of action for the PWD. Please see our GAANT chart on the following page for
more specifics on our methods, timing and tasks.
TOPLINE TASKS
· Discovery
· Communications Plan Development (GAANT chart with detail)
· Review of goals from GAANT chart on a monthly basis
· Methods to measure effectiveness
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Attachment A: Scope of Services - The Nest Collective, LLC | 9City of Bozeman - Public Works Department - Proposed Scope of Work TimelineSUMMERFALLWINTERSPRINGScope of ServicesJuneJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchAprilMayItem 1Development of an over-arching strategic communications plan for the PWD. Item 2On-going support and continued development of the Bozeman Street Report including preparing creative materials, media buys, weekly radio announcements, social media and interactive web content. (Will continue to run May through September for construction communication)On-going support and continued development of the Bozeman Street Report…Item 3On-going support and continued assistance with the Solid Waste division…On-going support and continued assistance with the Solid Waste division single-stream recycling service media campaign, and other services such as compost and brush pickup, including preparing creative materials, media buys, radio announcements, social media, web content, and equipment/supplies advertising. (Compost May/June, Recycling late summer and fall)On-going support and continued assistance with the Solid Waste division…Item 4Developing marketing and branding for the Water Conservation division including logo and slogan creation, website development, community surveys, assisting with education and outreach materials/campaigns, public engagement, media buys, and equipment/supplies advertising. (Survey to start asap upon award of contract, balance of project to be scheduled and coordinated upon survey completion)Item 5Assisting the Stormwater division with public engagement activities including eduation and outreach material/campaign development, community events, website development, MS4 discharge permit compliance issues, and stormwater utility enhancement. (We will capitalize on the draft outreach and education plan The Nest has been working on with COB staff. Ongoing and dependent on individual project and communication needs)Item 6Assisting the Streets division with public engagement activites including eduation and outreach material/campaign development for streets division services such as fall leaf pickup, snow plowing, and spring cleanup. (Snowplowing October through February and potentially March dependent on weather, Fall Leaf Pickup October/November dependent on weather, Spring Cleaning in May. Other activities based on need)Assisting the Streets division with public engagement activities…item 7Assisting the Engineering division with public engagement activities including education and outreach material/campaign development for issues such as sidewalk snow removal, sidewalk trip hazard removal, SID creation community outreach, development review procedures, floodplain mapping, capital projects construction, and long-range infrastructure planning. (Sidewalk snow removal communication November through February depending on weather, sidewalk trip hazard removal spring and summer, the balance of the scope is ongoing and dependent on individual project and communication needs)Item 8Assisting the Water and Sewer division with public engagement activities including education and outreach material/campaign development for issues such as smart water metering, water meter replacement, backflow prevention, lead detection and repair, hydrant flushing, sewer flushing, and sewer service root intrusion. (BMW Communication Plan development and implementation. Ongoing and dependent on individual project and communication needs)Item 9Assisting the Water Treatment division with public engagement activities including education and outreach material/campaign development for issues such as drinking water supply, drinking water quality, municipal watershed health, drought preparedness, and municipal watershed projects. (Ongoing and dependent on individual project and communication needs)Item 10Assisting the Water Reclamation division with public engagement activities including education and outreach material/campaign development for issues such as watershed health and discharge permit compliance. (Ongoing and dependent on individual project and communication needs)Item 11Preparation of media releases and continuous engagement with local media outlets. (Communication with regional media will continue to build upon well established relationships. Ongoing and dependent on individual project and communication needs)Item 12Identification and coordination with community partners and stakeholder groups to assist the overall effectiveness of PWD public communications. (Ongoing and dependent on individual project and communication needs)Item 13 Additional public communication and outreach activities as required by PWD. (Ongoing and dependent on individual project and communication needs)115
Attachment A: Scope of Services - The Nest Collective, LLC | 10
Proposed Annual Budget
The Nest Collective will charge an hourly rate of $75 regardless of the task, service
performed or individual working on the project/assignment. Outside costs such
as media and printing are marked up at an industry standard rate of 15% unless
otherwise negotiated or paid directly to the media outlet by the client.
The budget chart below shows what a budget of $70,000 may look like based on the
Scope of Services outlined and does not include projects or campaigns not included in
the Scope of Services. Once we begin the discovery phase of each Scope of Services
item, firm budgets, campaign materials and timelines will be created.
Scope of Services Time*
Paid
Media Printing Total
1. Development of an over-arching strategic communications plan for the PWD.$3,750
(50 hrs)
$0 $0 $3,750
2. On-going support and continued development of the Bozeman Street
Report including preparing creative materials, media buys, weekly radio
announcements, social media, and interactive web content.
$5,250
(70 hrs)
$15,000 $50 $20,300
3. On-going support and continued assistance with the Solid Waste division single-
stream recycling service media campaign, and other services such as compost
and brush pickup, including preparing creative materials, media buys, radio
announcements, social media, web content, and equipment/supplies advertising.
$2,750
(36 hrs)
$2,500 $500 $5,750
4. Developing marketing and branding for the Water Conservation division
including logo and slogan creation, website development, community surveys,
assisting with education and outreach materials/campaigns, public engagement,
media buys, and equipment/supplies advertising.
$7,000
(93 hrs)
$3,000 $2,200 $12,200
5. Assisting the Stormwater division with public engagement activities including
education and outreach material/campaign development, community events,
website development, MS4 discharge permit compliance issues, and stormwater
utility enhancement.
$3,000
(40 hrs)
TBD TBD $3,000
6. Assisting the Streets division with public engagement activities including
education and outreach material/campaign development for streets division
services such as fall leaf pickup, snow plowing, and spring cleanup.
$2,200
(30 hrs)
$800 $0 $3,000
7. Assisting the Engineering division with public engagement activities including
education and outreach material/campaign development for issues such as
sidewalk snow removal, sidewalk trip hazard removal, SID creation community
outreach, development review procedures, floodplain mapping, capital projects
construction, and long-range infrastructure planning.
$3,000
(40 hrs)
$800 $200 $4,000
8. Assisting the Water and Sewer division with public engagement activities
including education and outreach material/campaign development for issues
such as smart water metering, water meter replacement, backflow prevention,
leak detection and repair, hydrant flushing, sewer flushing, and sewer service
root intrusion.
$3,000
(40 hrs)
TBD TBD $3,000
9. Assisting the Water Treatment division with public engagement activities
including education and outreach material/campaign development for issues
such as drinking water supply, drinking water quality, municipal watershed health,
drought preparedness, and municipal watershed projects.
$3,000
(40 hrs)
TBD TBD $3,000
10. Assisting the Water Reclamation division with public engagement activities
including education and outreach material/campaign development for issues
such as watershed health and discharge permit compliance.
$3,000
(40 hrs)
TBD TBD $3,000
11. Preparation of media releases and continuous engagement with local media
outlets.
$3,000
(40 hrs)
TBD TBD $3,000
12. Identification and coordination with community partners and stakeholder groups
to assist the overall effectiveness of PWD public communications.
$3,000
(40 hrs)
TBD TBD $3,000
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13. Additional public communication and outreach activities as required by the
PWD.
$3,000
(40 hrs)
TBD TBD $3,000
Proposed Annual Budget for the Completion of Scope
Generally Described in this RFP.
$44,950
(600 hrs)
$22,100 $2,950 $70,000
* Hours have been rounded.
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