HomeMy WebLinkAboutR-2018-175 City Authorizing to Execute An Agreement w/ MAD 4 Marketing Incorporated for Advertising Services for City Rebranding Efforts Related to RFP NO. 18-015 in Amount not to exceed ($200.000.00 RESOLUTION NO. 2018-175
A RESOLUTION OF THE CITY COMMISSION OF THE CITY OF DANIA
BEACH, FLORIDA, AUTHORIZING THE PROPER CITY OFFICIALS TO
EXECUTE AN AGREEMENT WITH MAD 4 MARKETING
INCORPORATED FOR ADVERTISING SERVICES FOR CITY
REBRANDING EFFORTS RELATED TO REQUEST FOR PROPOSAL (RFP)
NO. 18-015 IN AN AMOUNT NOT TO EXCEED TWO HUNDRED
THOUSAND DOLLARS ($200,000.00); PROVIDING FOR CONFLICTS;
FURTHER, PROVIDING FOR AN EFFECTIVE DATE.
WHEREAS, the City Commission approved a new City logo and slogan at the
November 14, 2017 City Commission meeting; and
WHEREAS, at the January 9, 2018 Community Redevelopment Agency (CRA) Board
meeting, members of the CRA Board, which also act as members of the City Commission,
requested that the CRA assume responsibility for the rebranding initiative; and
WHEREAS, on February 26, 2018, the CRA Board conducted a workshop to discuss the
rebranding concepts, implementation plan, budget and also discussed a desire to promptly
implement the rebranding initiative; and
WHEREAS, at the February 27, 2018 City Commission meeting, the City Commission
adopted Resolution No. 2018-031, approving a new logo, seal, tagline, brand statement, brand
standards and rebranding plan; and
WHEREAS, at the March 27, 2018 City Commission meeting, the City Commission
adopted Resolution No. 2018-043 authorizing funding to implement the rebranding initiative;
and
WHEREAS, on June 12, 2018, the City Commission adopted Resolution No. 2018-082
authorizing the advertisement for Advertising Services related to the Rebranding Initiative; and
WHEREAS,the City posted and advertised Request for Proposal ("RFP")No. 18-015 on
the City of Dania Beach's website, Demand Star and in the Sun-Sentinel newspaper on
September 17, 2018; and
WHEREAS, the bid opening was held on Friday, October 5, 2018 at 10:30 a.m.; and
WHEREAS, seven(7)bidders submitted their respective bids; and
WHEREAS, the Selection Committee held a review meeting on October 12, 2018 at
10:00 a.m. at City Hall to evaluate the seven proposals received; and
WHEREAS, the most responsive bidder was Mad 4 Marketing, Inc., a company which
has a proven track record of providing advertising services to public and private entities; and
WHEREAS, the Selection Committee recommended awarding the bid to Mad 4
Marketing, Inc., and negotiating an agreement with Mad 4 Marketing, Inc., subject to City
Commission approval; and
WHEREAS, at the October 23, 2018 City Commission Meeting, the City Commission
approved Resolution No. 2018-157, authorizing the bid award for RFP No. 18-015 to Mad 4
Marketing, Inc. for advertising services related to City rebranding efforts; and
WHEREAS, approval of Resolution No. 2018-157 authorized City and CRA officials to
negotiate an Agreement with Mad 4 Marketing, Inc.; and
WHEREAS, City and CRA officials have negotiated an agreement with Mad 4
Marketing, Inc. for advertising services in an amount not to exceed One Hundred Thousand
Dollars ($100,000.00); and
WHEREAS, the contract further provides for reimbursable procurement expenses for
media buys in an amount not to exceed One Hundred Thousand Dollars ($100,000.00) with City
Manager, CRA Executive Director or designee advance written approval; and
WHEREAS, City and CRA staff recommend execution of a contract with Mad 4
Marketing, Inc. for advertising services related to City rebranding efforts attached as Exhibit"A"
and made a part of and incorporated into this Resolution by this reference;
NOW,THEREFORE,BE IT RESOLVED BY THE CITY COMMISSION OF THE
CITY OF DANIA BEACH,FLORIDA:
Section 1. That the above "Whereas" clauses are ratified and confirmed as being true
and correct, and they are made a part of and incorporated into this Resolution by this reference.
Section 2. That the proper City officials are authorized to execute an Agreement with
Mad 4 Marketing, Inc., in an amount not to exceed One Hundred Thousand Dollars
($100,000.00) for advertising services and a not to exceed amount of One Hundred Thousand
Dollars ($100,000.00) for reimbursable procurement expenses for media buys with advanced
written approval by the City Manager, CRA Executive Director or designee.
Section 3. That funding is planned and appropriated in the Promotional Activities
Branding Initiative Account No. 001-18-00-519-48-15.
2 RESOLUTION#2018-175
Section 4. That all resolutions or parts of resolutions in conflict with this Resolution
are repealed to the extent of such conflict.
Section 5. That this Resolution shall be in full force and take effect immediately
upon its passage and adoption.
PASSED AND ADOPTED on December 11, 2018.
ATTEST:
THOMAS SCHNEIDER, CMC a LORI LEWELLEN
CITY CLERK MAYOR
q�tISH�1
APPROVED AS TO FO AND CORRECTNESS:
(f/ )ni �V�
THOMAS A SBR
CITY ATTORNEY
3 RESOLUTION#2018-175
AGREEMENT BETWEEN
THE CITY OF DANIA BEACH
AND MAD 4 MARKETING,INC.
This is an Agreement (the "Agreement") entered into on 2018 by and
between the City of Dania Beach, Florida, a Florida municipal corporation, (the "City") with an
address of 100 West Dania Beach Boulevard, Dania Beach, Florida 33004, and Mad 4
Marketing, Inc., a Florida corporation (the "Contractor"), with a mailing address of 5255 NW 33
Avenue, Fort Lauderdale, FL 33309, to perform advertising and marketing services in connection
with City rebranding efforts.
In consideration of the mutual covenants, terms and conditions contained in the Agreement, and
for other good and valuable consideration, the adequacy and receipt of which are acknowledged
and agreed upon, the parties agree to the following:
1. Scone of Services/Deliverables.
The Contractor agrees to perform advertising and marketing services in connection with City
rebranding efforts (the "Project"), in accordance with the Scope of Services, which is attached as
Exhibit"A", and made a part of and incorporated into this Agreement by this reference. The
Request for Proposal (RFP No. 18-015) issued by the City and Consultant's response to it are
both incorporated by this reference into this Agreement.
2. Term/Commencement Date.
This Agreement shall become effective upon execution by both parties and shall remain in effect
through November 30, 2019, unless earlier terminated in accordance with Paragraph 8. The City
Commission has the sole option to renew the agreement annually for up to a maximum of one (1)
additional one (1) year period in an amount not to exceed Two Hundred Thousand Dollars
($200,000.00) for such additional renewal period.
3. Compensation and Payment.
3.1 The Contractor shall be compensated a total of One Hundred Thousand Dollars
($100,000.00)payable in twelve (12)monthly installments. Eleven(11)installments shall be in
the amount of Eight Thousand Three Hundred Thirty-Four Dollars ($8,334.00). The twelfth and
final installment shall be in the amount of Eight Thousand Three Hundred Twenty-Six Dollars
($8,326.00).
3.2 The Contractor shall also be reimbursed for media buy expenses not to exceed One
Hundred Thousand Dollars ($100,000.00)with the CRA Director's advance written approval.
3.2 The Contractor shall invoice the City on a monthly basis as specified in the Scope of
Services.
3.3 The City shall pay Contractor in accordance with the Florida Prompt
Payment Act.
4 RESOLUTION#2018-175
3.4 Any necessary additional work, as determined by City, which is not covered by the Scope
of Services, shall not be undertaken without a written amendment to the Agreement executed by
both parties in advance of any work.
3.5 Consultant shall submit its invoices in the format and with supporting documentation as
may be required by City.
3.6 If a dispute should occur regarding an invoice submitted, the City Manager, CRA
Executive Director or designee may withhold payment of the disputed amount and may pay to
the Contractor the undisputed portion of the invoice. Upon written request of the City Manager,
CRA Executive Director or designee, the Contractor shall provide written documentation to
justify the invoice. Any compensation disputes shall be decided by the City Manager whose
decision shall be final.
4. Subcontractors.
4.1 The Contractor shall be responsible for all payments to any subcontractors
and shall maintain responsibility for all work related to the Project.
4.2 Any subcontractors used for the Project must have the prior written
approval of the City Manager, or the CRA Executive Director or their respective designees.
5. City's Responsibilities
The City will:
5.1 Furnish to Contractor, at the Contractor's written request, all available maps,
plans, existing studies, reports and other data pertinent to the services to be
provided by Contractor, in possession of the City.
5.2 Arrange for access to and make all provisions for Contractor to enter upon
real property as required for Contractor to perform services as may be
requested in writing by the Contractor.
6. Contractor's Responsibilities
The Contractor shall exercise the same degree of care, skill and diligence in the performance of
the Scope of Services as is ordinarily provided by a contractor under similar circumstances. If at
any time during the term of this Agreement or within one year from the completion of the
Project, it is determined that the Contractor's deliverables are incorrect, defective or fail to
conform to the Scope of Services of the Project, upon written notification from the City Manager
or CRA Executive Director, the Contractor shall at Contractor's sole expense, immediately
correct the work.
7. Conflict of Interest.
5 RESOLUTION#2018-175
To avoid any conflict of interest or any appearance of a conflict, Contractor shall not, for the
term of this Agreement, provide any contracting services to any private sector entities,
developers, corporations, real estate investors, etc., with regard to any issues adversarial to the
City. For the purposes of this section "adversarial" shall mean any development application
where the City of Dania Beach, Florida or the Dania Beach Community Redevelopment Agency,
or City or CRA staff is recommending denial or denied an application, administrative appeal or
court action in which the City or CRA is a party.
8. Termination.
8.1 The City Manager, CRA Executive Director or designee without cause may terminate
this Agreement upon ten(10) days' written notice to the Contractor, or immediately for cause.
Contractor may terminate with ten(10) days' written notice to the City.
8.2 Upon receipt of the City's written notice of termination, Contractor shall stop work on the
Project unless directed otherwise by the City Manager or the CRA Executive Director or their
respective designees.
8.3 In the event of termination by the City,the Contractor shall be paid for all work accepted
by the City Manager or CRA Executive Director or designees up to the date of termination,
provided that the Contractor has first complied with the provisions of Paragraph 8.4.
8.4 The Contractor shall transfer all books, records, reports, working drafts, documents,
maps, and data pertaining to the Project to the City, in a hard copy and electronic format within
fourteen(14) days from the date of the written notice of termination or the date of expiration of
this Agreement.
9. Insurance.
The Contractor shall secure and maintain throughout the duration of this Agreement insurance of
such type and in such amounts as required by the City Manager, or CRA Executive Director or
designees. Certificates of Insurance for any required insurance shall be provided to the City at
the time of execution of this Agreement and certified copies are to be provided if requested. Each
policy certificate shall be endorsed with a provision that not less than thirty (30) calendar days'
written notice and shall be provided to the City before any policy or coverage is cancelled or
restricted.
Contractor shall provide,pay for and maintain in force at all times during the term of this
Agreement, such insurance, including General Liability, Workers' Compensation and
Automobile Liability insurance as stated below:
9.1 Certificates of Insurance must be delivered to the Risk Manager of the City. All
Certificates of Insurance must clearly identify the contract to which they pertain,
including a brief description of the subject matter of the contract. If coverage is not
provided, then Contractor is responsible for prompt notice to the City Manager, CRA Executive
Director or designee. Insurance policies for required coverages shall be issued by companies
authorized to do business under the laws of the State of Florida and any such companies'
RESOLUTION#2018-175
financial ratings must be no less than A-VII in the latest edition of• the "BEST'S KEY RATING
GUIDE", published in the A.M. Best Guide. In the event that the insurance carrier's rating shall
drop, the insurance carrier shall immediately notify the City in writing.
9.2 Coverages shall be in force while all services required to be performed
under the terms of this Agreement are being performed. In the event insurance certificates
provided to the City indicate that the insurance shall terminate and lapse during the term of this
Agreement, then in that event, the Contractor shall immediately furnish a renewed Certificate of
Insurance as proof that equal and like coverages for the period of the Agreement is in effect. The
Contractor and any subcontractor of the Contractor shall not perform or continue any services
pursuant to the Agreement, unless all coverages remain in full force and effect. Any delay in the
services caused by a lapse in coverage shall be non-excusable, shall not be grounds for an
extension, and will be subject to any other applicable provisions described in this Agreement,
concerning Contractor or any subcontractor delay.
9.3 Insurance Requirements. The below coverages are minimum limit
requirements. Umbrella or Excess Liability policies are acceptable to provide the total required
liability limits, as long as the Risk Manager of the City reviews and approves in writing the
insurance limits on each of the policies. The City must approve any changes to these
specifications and has the right to review and amend coverage requirements. The Contractor
shall be held responsible for any modifications, deviations, or omissions in these insurance
requirements. Contractor shall be responsible for any deductible or self-insured amounts.
9.3.1. Commercial General Liability insurance to include bodily injury, broad
form property damage, blanket contractual liability, and personal injury with limits of no
less than One Million Dollars ($1,000,000.00)per occurrence, combined single limit for
bodily injury liability and property damage liability.
SPECIAL PROVISIONS AS TO GENERAL LIABILITY INSURANCE: (to be confirmed
on or attached to the Certificate of Insurance)
• The CITY and CRA are to be added as Additional Named Insureds;
• Additional named insured coverage shall be no more restrictive than Insurance
Services Office (ISO) form CG 2037 (07 04);
• Contractor's insurance shall be primary and non-contributory;
• Waiver of Subrogation in favor of the City and CRA;
• Copy of Additional Named Insured Endorsement or other endorsements may be
attached to the Certificate.
9.3.2 Workers' Compensation insurance to apply for all employees in
compliance with the "Workers' Compensation Law" of the State of Florida and all applicable
federal laws, for the benefit of the Contractor and its employees.
9.3.4 Professional Liability Insurance in an amount of not less than One Million Dollars
($1,000,000.00)per occurrence, single limit.
7 RESOLUTION#2018-175
9.3.5 Automobile Liability with minimum limit of Five Hundred Thousand
Dollars ($500,000.00) combined single limit.
9.3.6 The Contractor shall provide the Risk Manager of the City
Certificates of Insurance for coverage and policies required by this Agreement. Such policies
and coverage shall not be affected by any other policy of insurance which the City or the CRA
may carry in their own names.
9.3.7 In no event shall the Contractor be permitted to utilize in the prosecution of the
services, the following:
i) any employee, subcontractor or subcontractor employee,who is exempted or purported
to be exempt from Workers' Compensation insurance coverage; or
ii) any employee, subcontractor or subcontractor employee,who will be covered by an
employee leasing arrangement.
10. Nondiscrimination.
During the term of this Agreement, Contractor shall not discriminate against any of its
employees or applicants for employment because of their race, color, religion, sex, or national
origin, and agrees to abide by all federal and state laws regarding nondiscrimination.
11. Indemnification.
11.1 Contractor shall defend, indemnify, and hold harmless the City,the CRA,
and their respective officers, agents and employees, from and against any and
all demands, claims, losses, suits, liabilities, causes of action,judgment or
damages, arising out of, related to, or any way connected with Contractor's
performance or non-performance of any provision of this Agreement
including, but not limited to, liabilities arising from contracts between the
Contractor and third parties made pursuant to this Agreement. Contractor
shall reimburse the City and the CRA for all of its expenses including
reasonable attorney fees and costs incurred in and about the defense of any
such claim or investigation and for any judgment or damages arising out of,
related to, or in any way connected with Contractor's performance or non-
performance of this Agreement.
11.1 The provisions of this section shall survive termination of this Agreement.
12. Notices/Authorized Representatives.
Any notices required by this Agreement shall be in writing and shall be deemed to
have been properly given if transmitted by hand-delivery, by registered or
certified mail with postage prepaid return receipt requested, or by a private postal
service, addressed to the parties (or their successors) at the following addresses:
8 RESOLUTION#2018-175
For the City: City Manager
City of Dania Beach, Florida
100 West Dania Beach Boulevard
Dania Beach, Florida 33004
With a copy to: Rickelle Williams, Executive Director
Dania Beach Community Redevelopment Agency 100 West Dania Beach Boulevard
Dania Beach, Florida 33004
For The Contractor: Christine Madsen, President
Mad 4 Marketing, Inc.
5255 NW 33 Avenue
Fort Lauderdale, FL 33309
13. Governing Law.
This Agreement shall be construed in accordance with and governed by the laws of the State of
Florida. Exclusive venue for any litigation arising out of this Agreement shall be in the Circuit
Court of Broward County, Florida.
14. Attorney Fees and Waiver of Jury Trial.
14.1 All claims, counterclaims, disputes and other matters in question between City and
Contractor arising out of, relating to or pertaining to this Agreement, or the breach of it, or the
services of it, or the standard of performance required in it, shall be addressed by resort to non-
binding mediation as authorized under the laws and rules of Florida; provided, however, that in
the event of any dispute between the parties, the parties agree to first negotiate with each other
for a resolution of the matter or matters in dispute and, upon failure of such negotiations to
resolve the dispute, the parties shall resort to mediation.
14.2 If mediation is unsuccessful, any such matter may be determined by litigation in a court
of competent jurisdiction for any legal action arising out of or pertaining to this Agreement shall
be the Circuit Court for the Seventeenth Judicial Circuit in and for Broward County, Florida, or
the federal District Court in the Southern District of the United States. Each party further agrees
that venue of any action to enforce this Agreement shall be in Broward County, Florida. In any
litigation, the parties agree that they each waive any trial by jury of any and all issues. In the
event of any litigation which arises out of, pertains to, or relates to this Agreement, or the breach
of it, or the standard of performance required in it, each party shall bear its own attorney fees and
costs.
15. Entire Agreement/Modification/Amendment.
9 RESOLUTION 42018-175
15.1 This document contains the entire Agreement of the parties and supersedes any prior oral
or written representations. No representations were made or relied upon by either party, other
than those that are expressly set forth in this Agreement.
15.2 No agent, employee, or other representative of either party is empowered to modify or
amend the terms of this Agreement, unless executed with the same formality as this document.
16. Ownership and Access to Records and Audits.
16.1 All records, books, documents, maps, data, deliverables,papers and financial information
(the "Records")that result from the Contractor providing services to the City under this
Agreement shall be the property of the City.
16.2 The City Manager and CRA Executive Director or designees shall, during the term of this
Agreement and for a period of three (3) years from the date of termination of this Agreement,
have access to and the right to examine and audit any Records of the Contractor involving
transactions related to this Agreement.
16.3 The City may cancel this Agreement for refusal by the Contractor to allow access by the
City Manager, or CRA Executive Director or designees to any Records pertaining to work
performed under this Agreement that are subject to the provisions of Chapter 119, Florida
Statutes.
16.4 All submissions become the property of the City and will not be returned to the
Contractor. The City will hold all submissions in confidence unless otherwise required by law.
The Contractor is aware that the City is a "public body" as defined in Florida Statutes, Section
119.011(2) and that it is subject to Florida Statutes, Section 119.0701(2)(a), and the related
provisions of the Florida Public Records Law.
16.5 Contractor agrees to keep and maintain public records in Contractor's possession or control
in connection with Contractor's performance under the Agreement. Contractor additionally agrees
to comply specifically with the provisions of Section 119.0701,Florida Statutes. Contractor shall
ensure that public records that are exempt or confidential and exempt from public records
disclosure requirements are not disclosed, except as authorized by law, for the duration of the
Agreement,and following completion of the Agreement until the records are transferred to the
City.
16.6 Upon request from the City custodian of public records,Contractor shall provide the City
with a copy of the requested Records or allow the Records to be inspected or copied within a
reasonable time at a cost that does not exceed the cost provided by Chapter 119,Florida Statutes,or
as otherwise provided by law.
16.7 Unless otherwise provided by law,any and all records,including but not limited to
reports, surveys,and other data and documents provided or created in connection with the contract
are and shall remain the property of the City.
10 RESOLUTION#2018-175
16.8 Upon completion of the Agreement or in the event of termination by either parry, any and
all public records relating to the contract in the possession of the Contractor shall be delivered by
the Contractor to the City Manager or CRA Executive Director or designees, at no cost to the City
or CRA,within seven(7)days.All such Records stored electronically by Contractor shall be
delivered to the City or CRA in a format that is compatible with the City's information
technology systems. Once the public records have been delivered upon completion or termination
of the contract,the Contractor shall destroy any and all duplicate public records that are exempt or
confidential andexempt from public records disclosure requirements.
16.9 Any compensation due to Contractor shall be withheld until all records are received as
provided in this Agreement.
16.10 Contractor's failure or refusal to comply with the provisions of this section shall result in
the immediate termination of the Agreement by the City.
Pursuant to Section 119.0701(2)(a), Florida Statutes:
IF THE CONTRACTOR HAS QUESTIONS REGARDING THE
APPLICATION OF CHAPTER 119, FLORIDA STATUTES, TO THE
CONTRACTOR'S DUTY TO PROVIDE PUBLIC RECORDS RELATING
TO THE CONTRACT, THE CONTRACTOR MUST CONTACT THE
CRA CUSTODIAN OF PUBLIC RECORDS.
Custodian of Records: TOM SCHNEIDER, CRA SECRETARY
Mailing Address: 100 W. Dania Beach Boulevard
Dania Beach, Florida 33004
Telephone number: 954-924-9800, Ext. 3623
Email: tschneider(fi,daniabeachfl.gov
17. Nonassignability and Subcontracting.
This Agreement shall not be assignable or subcontracted by Contractor in whole or in part unless
such assignment is first approved in writing by the City Manager, CRA Executive Director or
designees. The City is relying upon the apparent qualifications and personal expertise of the
Contractor, and such firm's familiarity with the City's circumstances and desires.
18. Severability.
If any term or provision of this Agreement shall to any extent be held invalid or unenforceable,
the remainder of this Agreement shall not be affected, and each remaining term and provision of
this Agreement shall be valid and enforceable to the fullest extent permitted by law.
11 RESOLUTION#2018-175
19. Independent Contractor.
The Contractor and its employees and agents shall be and remain
independent contractors and not agents or employees of the City or CRA with respect to all of
the acts and services performed by and under the terms of this Agreement. This Agreement shall
not in any way be construed to create a partnership, association or any other kind of joint
undertaking, enterprise or venture between the parties.
20. Compliance with Laws.
The Contractor shall comply with all applicable laws, ordinances, rules, regulations, and lawful
orders of public authorities relating to this Agreement.
21. Waiver
The failure of either party to this Agreement to object to or to take affirmative action with
respect to any conduct of the other which is in violation of the terms of this Agreement shall not
be construed as a waiver of the violation or breach, or of any future violation, breach or wrongful
conduct.
22. Survival of Provisions
Any terms or conditions of either this Agreement that require acts beyond the date of the term of
the Agreement, shall survive termination of the Agreement, and shall remain in full force and
effect unless and until the terms or conditions are completed and shall be fully enforceable by
either party.
23. Prohibition of Contingency Fees.
The Contractor warrants that it has not employed or retained any company or
person, other than a bona fide employee working solely for the Contractor, to
solicit or secure this Agreement, and that it has not paid or agreed to pay any
person(s), company, corporation, individual or firm, other than a bona fide
employee working solely for the Contractor, any fee, commission, percentage,
gift, or any other consideration, contingent upon or resulting from the award or
making of this Agreement.
24. Counterparts
This Agreement may be executed in several counterparts, each of which shall be deemed an
original and such counterparts shall constitute one and the same instrument.
IN WITNESS OF THE FOREGOING, the parties have set their hands and seals the day and
year first above written.
CITY:
12 RESOLUTION#2018-175
ATTEST: CITY OF DANIA BEACH,FLORIDA
a Florida Municipal Corporation
THOMAS SCHNEIDER, CMC LORI LEWELLEN
CITY CLERK MAYOR
Dated: , 2018.
APPROVED FOR FORM AND CORRECTNESS:
THOMAS J. ANSBRO ROBERT BALDWIN
CITY ATTORNEY CITY MANAGER
13 RESOLUTION#2018-175
WITNESSES: CONTRACTOR:
MAD 4 MARKETING, INC,
A Florida Corporation
By:
Signature
PRINT Name PRINT Name
Signature Title
PRINT Name
STATE OF FLORIDA
COUNTY OF BROWARD
The foregoing instrument was acknowledged before me on 2018 by
as of Mad 4
Marketing, Inc. a Florida corporation, on behalf of the corporation. He/she is personally known
to me or has produced , as identification.
NOTARY PUBLIC
My commission expires: State of Florida
14 RESOLUTION#2018-175
EXHIBIT "A"
SCOPE OF SERVICES
Items identified in the following scope of services will be prepared,managed and executed by
the Contractor. The duties will be performed with the approval of the City Manager, orCRA
Executive Director or designees,together with City and CRA staff in compliance with all City
financial, operational and risk management requirements.
Strategic Planning/Campaign Development
• Through meetings and discussions with key stakeholders, gain an understanding of:
o The internal environment and goals of your organization
o The external business, economic and competitive environment
• Conduct a Communications Audit where our planning and creative teams review all existing
internal and external communications materials, including traditional materials/promotions
• Conduct a website audit with recommendations for improvements
• Conduct a social media scan, identifying rogue pages and issues with ownership
• Develop a creative brief based on the key learning from the above activities that encompasses
the brand attribute messages
• Develop creative concept options, key messaging options, and elevator speech options for
review and client approval
• Develop a campaign strategy and timeline, using the approved creative concepts
• Establish and maintain a strong relationship with the Greater Fort Lauderdale Convention&
Visitors Bureau("GFLCVB")
• Create and maintain similar opportunities with other tourism and economic development
Organizations.
Creative Design & Production
• Develop a unified look that will resonate with your audiences and provide consistency of
communication in look and tone to reinforce your brand
• Provide creative development for the approved concepts
• Execute production of ad campaign creative including:
o print ready artwork
o video production for digital advertising
o branded social media posts
o digital banner ads
o email campaigns
o web design
Media Planning and Buying
The media planning process includes the following steps:
1. Identify or confirm the City of Dania Beach target audiences based on media research, client
input and tourism data
2. Define the geographic targets to locate and focus our efforts where the ROI is likely to be the
highest
3. Competitive Analysis
15 RESOLUTION#2018-175
• Consider ad spending trends for key competitive set
• Analyze competitive media expenditures primary target geographies
4. Determine the media objectives and strategies
5. Review the current and recent media plans to assure a smooth transition and to build on past
success
6. Evaluate the many media options available
• Analyze the media for core target audience delivery and cost efficiency
• The media environment must be congruent with the values and image of the City of
Dania Beach
7. Explore prospective "partnerships"with key media and invite them to submit proposals
8. Determine the optimal media mix and flighting tactics
• Present a comprehensive media recommendation including rationale, supporting
research, budget summary and detailed media flowcharts (updated throughout the year)
9. Reserve a contingency fund for opportunistic buys
10. Make necessary plan revisions based on feedback
11. Finalize rate negotiation and merchandising (added value)packages
12. Maintain buys with vigilance, always looking for ways to improve or upgrade the schedules.
Mad 4 Marketing will execute the following tasks:
• Media and market research which adds guidance for target identification and strategic direction
• Platform neutral media planning, negotiation, buying
• Online tracking, optimization and campaign maintenance
• Performance verification, invoice auditing, reconciliation and billing
• Budget management and full disclosure to the City of Dania Beach
Research and Analytics
Mad 4 Marketing will use ongoing research of audience behavior and consumer direction to:
• Develop personas of different targets (e.g. residents, businesses,visitors)
• Understand actions that indicate buying behavior
• Identify what makes them act
Tracking and measuring all campaigns and activities are key. This will include:
• Setting baseline for analytics
• Using tracking pixels on website and digital assets
• Monitoring website analytics during all campaigns to see what is most effective and optimize
accordingly
• Reviewing registrations, attendance, etc. for event marketing
• Monitoring social media insights and activity for social campaigns
Reporting will include:
• Monthly SEO reports on general website analytics
• Campaign reporting during and after campaigns
• Summary report that includes top-level metrics and optimization actions, as well as
recommendations for future campaigns based on learning
16 RESOLUTION#2018-175
Website Updates
Mad 4 Marketing will use the results of their website usability audit to make updates to the site
in order to keep the content fresh and inviting, improve general usability, feature upcoming
events, and drive traffic. These updates will be ongoing and will be determined by need and
timing.
Search Engine Optimization
SEO efforts will be based on the results of an SEO audit that will be conducted in month one of
our agreement. The recommendations from the audit will be implemented over time, as well as
additional items identified by the analytics reporting that is done monthly. All activities and
results will be documented and reviewed with PIO on a monthly basis.
Social Media
Mad 4 Marketing will support the City of Dania Beach Social Media efforts by doing the
following:
• Develop a monthly content calendar in support of organic growth and paid campaigns
• Work on taking control of rogue pages and merging pages where possible
• Monitoring replies, requests and insights
• Working with the PIO to respond to, and maximize engagement
• Develop brand ambassadors through user generated content
Working with Public Relations Firm
Mad 4 Marketing will work with Quest Corporation(PR Firm) on the following initiatives:
• Developing a survey to City staff as a means of discovery
• Development of a Digital Media Toolkit including .com pages for promotions
• Create a shot list for additional photography that may be needed
• Taking ownership of rogue social media profiles
• Develop co-op advertising opportunities with business partners
• Translating key messages into other languages
• Coordinate trade media with GFLCVB, Visit Florida, etc.
• Extensive social media efforts
• Other items as they are identified
Account Services
The account services team will support the City of Dania Beach in the following ways:
• Set up project management portal in Basecamp where all communication, assets, and project
updates/action items will be shared and documented/tracked
• Facilitate/attend all meetings and phone conferences (including CRA or City Commission
meetings as needed)
• Send out conference reports after all meetings recapping what was discussed and action items
that resulted from the meeting
• Share project status reports on campaigns that are running
• Work seamlessly with Quest Corporation or any other firm that is hired to support the
marketing
and advertising efforts
• Manage vendor relationships for outside printing,production, or other initiatives
17 RESOLUTION#2018-175
Fees: Pricing for each category is as follows:
Category Cost Monthly Retainer
Strategic Planning/Campaign Development $ 12,000.00 $1,000.00
Creative Design/Production $ 36,000.00 $3,000.00
Media Planning/Placement $ 7,500.00 $ 625.00
Research and Analytics $ 9,000.00 $ 750.00
Website Updates $ 5,000.00 $ 416.67
Search Engine Optimization $ 9,500.00 $ 792.00
Social Media $ 12,000.00 $1,000.00
Account Services $ 9,000.00 $ 750.00
Media Budget Media Bas) $100,000.00 N/A
Total $200,000.00 $8,334/month
18 RESOLUTION#2018-175