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HomeMy WebLinkAboutContract 33496 CITY SECRETARY CONTRACT NO. STATE OF TEXAS § § KNOW ALL BY THESE PRESENTS: COUNTIES OF TARRANT § DENTON AND WISE § CONTRACT FOR PROFESSIONAL SERVICES This Contract is made by the City of Fort Worth,Texas,a municipal corporation situated in Tarrant, Denton and Wise Counties, Texas,hereinafter called "City," and The Work Group and Joseph Paul Sturiale,a Texas Joint Venture,composed of The Work Group,Inc.and Joseph Paul Sturiale, hereinafter called "Consultants," both parties acting herein by and through their duly authorized representatives: 1. Scope of Services. The specifics of such services are to plan and execute a marketing and public information program to fulfill the City's Residential Recycling Campaign to Combat Contaminated Recycling Materials as described in the City's Request for Proposal No.DEM05-09:RECYC-EDU attached as Exhibit A and fully incorporated as part of this Contract.The Joint Venture shall also perform such services as further described in the Joint Venture Agreement attached as Exhibit B and fully incorporated and made a part of this Contract. 2. Term. The term of this Contract shall commence upon the date of full execution by City and Consultants,and shall expire two(2)years to the date of execution,unless terminated earlier as provided herein. 3. Compensation. a. The amount to be paid to Consultants for all services performed hereunder shall not exceed$209,668,hereinafter"Consultants' Fee." The Consultants'Fee shall include all expenses 1 5/l/06 05-11-06 A,0 900 IN YEi incurred by Consultant on an hourly and expense basis as set out in the fee schedule(s)as Exhibit C attached and incorporated herein in the accomplishment of Section 1, Scope of Services. b. It is understood that this Contract contemplates the provision of full and complete services for this project, including any and all necessary changes or contingencies to complete the work as outlined in the Scope of Services, for the fee described in this Section 3.a. Any service deemed necessary by the Consultants, but beyond the stated Scope of Services must be expressly authorized in writing by the City PRIOR to implementation of that service. c. Consultant shall be issued payment by the City according to the invoice(s)properly submitted pursuant to Section 1. Consultants hereby forever waives any and all claims against the City for improper payment to the one of the parties to the Joint Venture. Consultant acknowledges that the not to exceed amount of this Contract shall not be waived despite any conflict or dispute of payment between the two parties to the Joint Venture. 4. Data. The City has a right to and shall be the sole proprietor of any and all data compiled,analyses performed and presentations and reports drafted by the Consultants in the fulfillment of the terms of this Contract for Professional Services. 5. Termination. a. City may terminate this Contract at any time for any cause by notice in writing to Consultants. Upon the receipt of such notice,Consultants shall immediately discontinue all services and work and the placing of all orders or the entering into contracts for all supplies, assistance, facilities and materials in connection with the performance of this Contract and shall proceed to cancel promptly all existing contracts insofar as they are chargeable to this Contract. If the City terminates this Contract under this Section 6.a.,the City shall pay Consultants for services actually s� 2, 2 � ,. performed in accordance herewith prior to such termination, less such payments as have been previously made, in accordance with a final statement submitted by Consultants documenting the performance of such work. b. In the event no funds or insufficient funds are appropriated and budgeted by City in any fiscal period for any payments due hereunder,City will notify Consultants of such occurrence and this Contract shall terminate on the last day of the fiscal period for which appropriations were received without penalty or expense to City of any kind whatsoever,except as to the portions of the payments herein agreed upon for which funds shall have been appropriated and budgeted. City has informed Consultants that, concurrently with approval of this Contract,City will appropriate and budget 100% of the funds specified in this Contract, so that all funds will be appropriated and budgeted prior to the commencement date of this Contract. C. Upon termination of this Contract for any reason,Consultants shall provide the City with copies of all completed or partially completed documents prepared under this Contract. 7. Indemnification. Consultants shall release,defend,indemnify and hold harmless City and its officers, agents and employees from and against all damages, injuries (including death), claims, property damages (including loss of use), losses, demands, suits, judgments and costs, including reasonable attorney's fees and expenses, in any way arising out of, related to,or resulting from the performance of the work or caused by the negligent act or omission of Consultant,its officers,agents,employees,or subcontractors. 8. Independent Contractor. 3 5/1/06 Consultants shall perform all work and services hereunder as independent contractors and not as an officer,agent or employee of the City. Consultants shall have exclusive control of,and the exclusive right to control,the details of the work performed hereunder and all persons performing same and shall be solely responsible for the acts and omissions of its officers,agents,employees and subcontractors. Nothing herein shall be construed as creating a partnership or joint venture between the City and the Consultants,its officers,agents,employees and subcontractors;and the doctrine of respondeat superior shall have no application as between the City and the Consultants. 9. Disclosure of Conflicts. Consultants warrant to the City of Fort Worth that it has made full disclosure in writing of any existing or potential conflicts of interest related to the services to be performed hereunder. Consultants further warrant that it will make prompt disclosure in writing of any conflicts of interest that develop subsequent to the signing of this Contract. 10. Right to Audit. Consultants agree that the City shall,until the expiration of three(3)years after final payment under this Contract,have access to and the right to examine any pertinent books,documents,papers and records of the Consultants involving transactions relating to this Contract. Consultants agree that the City shall have access during normal working hours to all necessary facilities and shall be provided adequate and appropriate workspace in order to conduct audits in compliance with the provisions of this section. The City shall give Consultants reasonable advance notice of intended audits. Consultants further agree to include in all its subcontractor agreements hereunder a provision to the effect that the subcontractor agrees that the City shall,until the expiration of three(3)years after final payment under the subcontract, have access to and the right to examine any directly 4 5/l/06 c.L 'i� pertinent books,documents,papers and records of such subcontractor involving transactions to the subcontract,and further that City shall have access during normal working hours to all subcontractor facilities and shall be provided adequate and appropriate workspace in order to conduct audits in compliance with the provisions of this paragraph. City shall give subcontractor reasonable advance notice of intended audits. 11. Prohibition of Assignment. No party hereto shall assign,sublet or transfer its interest herein without the prior written consent of the other party, and any attempted assignment, sublease or transfer of all or any part hereof without such prior written consent shall be void. 12. Choice of Law;Venue. This Contract shall be construed in accordance with the internal law of the State of Texas. Should any action, whether real or asserted, at law or in equity, arise out of the terms of this Contract;venue for any action arising under the terms and conditions of this agreement shall lie in the state courts located in Tarrant County,Texas or the United States District Court for the Northern District of Texas,Fort Worth Division. 13. Severability of Provisions. If any of the Provisions contained in this Contract shall be held,for any reason,to be invalid, illegal,or unenforceable in any respect, such invalidity, illegality,or unenforceability,shall be construed as if such invalid,illegal,or unenforceable provision had never been contained herein. 14. Sole Agreement. This Contract constitutes the sole and only agreement of the parties hereto and supersedes any prior understanding or written or oral agreements between the parties respecting the subject matter. 5 5/1/06 15. M/WBE Consultants have committed to sixty-four percent (64%) Minority/Women Business Enterprise participation on the Contract. 16. Notices. All notices required or permitted under this Contract may be given to a party personally or by mail,addressed to such party at the address stated below or to such other address as one party may from time to time notify the other in writing. Any notice so given shall be deemed received when deposited in the United States mail so addressed with postage prepaid: CITY: DEPARTMENT OF ENVIRONMENTAL MANAGEMENT,KIM MOTE CITY OF FORT WORTH 1000 THROCKMORTON STREET FORT WORTH,TEXAS 76102 CONSULTANTS: Russel CeBallos, President The Work Group 159 North Riverside Drive C Fort Worth, TX 76111 17. Parties Bound. This Contract shall be binding upon the successors and assigns of both parties in like manner as upon the original parties. 6 5/l/06 1 h J'J•. I' S H r11 e •:J. U.I EXECUTED on this,the day of 2006. CITY OF FORT WORTH THE WORK GROUP, INC. AND JOSEPH PAUL STURIALE,A TEXAS JOINT VENTURE TH O I�J�Pj INC Lib atson,A sistant City Manager Russel CeBallos,President APPROVED AS TO FORM AND LEGALITY: JOSEPH PAUL STURIALE Christa R.Lo z,Assistant Ci Attorney //"seph4Q]Sturiale,Owner Attest: Marty Hendrix,City Secretary - -O�-�— ILI 0 Contract Aut orizatioA 8 I-L Date 7 5/l/06 n r STATE OF TEXAS COUNTY OF TARRANT This instrument was acknowledged before me on-- , � by The Work Group,Inc.and Joseph Paul Sturiale,that is a part of The Work Group,Inc.and Joseph Paul Sturiale,a Texas Joint Venture. [Seal] TRACEY 111. MCVAY G Lis'. MlCOMN-i-SSIONEXPIR4" September 11,2007 Notary Pub c in and for �.�.�....,.,, The State of Texas 1 Notary's Name(Printed): �Q My commission expires: 8 5/1/06 Page 1 of 2 City of Fort Worth, Texas Mayor and Council Communication COUNCIL ACTION: Approved on 3/7/2006 DATE: Tuesday, March 07, 2006 LOG NAME: 52JOINTVENTURE REFERENCE NO.: G-15109 SUBJECT: Authorize Execution of a Contract with the Work Group and Joseph Paul Sturiale Joint Venture for Public Relations and Advertising Services RECOMMENDATION: It is recommended that the City Council authorize the City Manager to execute a contract with The Work Group and Joseph Paul Sturiale Joint Venture for public relations and advertising services. The contract amount is $209,668. DISCUSSION: The City of Fort Worth is experiencing a high contamination rate in curbside recycling. The most current recycling audit revealed a contamination rate of 31%. To combat the contamination problem, a public relations and advertising campaign will be launched to raise awareness of the types of items that can be recycled in the city's program. The Department of Environmental Management issued a Request for Proposal # DEM05-09:RECYC-EDU on September 6, 2005, for public relations and advertising services. On October 6, 2005, proposals were received from four firms: Joseph Paul Sturiale The Work Group BDS Technologies, Inc. Project Partners Two proposals were selected for further negotiation. One met the need for the public relations and one met the need for advertising. Staff negotiated with The Work Group and Joseph Paul Sturiale and as a result, a Joint Venture contract was created between the two firms. The Joint Venture will plan and execute a two- year marketing and public information campaign. Under the terms of the contract, the Joint Venture will provide the following services to the City: strategy planning and message development, public relations consultation, media relations, negotiation and purchase of services related to advertising schedules. The campaign will include: production of a cable TV spot; radio sponsorship and script development; two English and two Spanish billboard designs; one church bulletin for distribution; a direct mail piece; four newspaper ads; development of a recycling bingo game; benchmarking with other cities on recycling programs and statistics; design of a recycling cart sticker, development of citizens annual report format, create a media kit, and design a door hangtag. The contract not-to-exceed amount is set at $209,668.00. Anticipated expenditures in FY 2005-06 are $137,362.00 and $ 72,306.00 FY 2006-07. The contract amount does not include the actual costs of printing, purchasing of airtime or newspaper ads, or production of materials. Purchase of these items will be brought to Council for approval at a later time. http://www.cfwnet.org/council_packet/Reports/mc_print.asp 5/15/2006 Page 2 of 2 The Joint Venture is in compliance with the city's M/WBE Ordinance by committing 64% for minority participation. FISCAL INFORMATION/CERTIFICATION: The Finance Director certifies that funds for FY2005-06 are available in the current operating budget, as appropriated, of the Solid Waste Fund. TO Fund/Account/Centers FROM Fund/Account/Centers PE64 533010 0525009 $209,668.00 Submitted for City Manager's Office by; Libby Watson (6199) Originating Department Head: Brian Boerner(6647) Additional Information Contact: Michael Gange (6647) http://www.cfwnet.org/council_packet/Reports/mc_print.asp 5/15/2006 EXN18��" A- FORTWORTH REQUEST FOR PROPOSAL PACKAGE CIN OF FORT WORTH ENVIRONMENTAL MANAGEMENT DEPARTMENT 1000 THROCKMORTON FORT WORTH, TEXAS 76102 RESIDENTIAL RECYCLING CAMPAIGN TO COMBAT CONTAMINATED RECYCLING MATERIALS September 6, 2005 PROJECT: DEM05-09:RECYC-EDU t FORTWORTH TABLE OF CONTENTS 1.0 REQUEST FOR PROPOSAL 1.1 Project Description 1.2 Interpretation of Request for Proposal Documents 1.21 Addendum to Proposal 1.22 Proposal Submittals 1.3 Opening of Proposals 1.4 Proposal Evaluation Criteria 1.5 General Requirements 1.6 Conflicts&Questions 1.7 Contract Time 1.8 Award of the Project 1.9 Reservations 2.0 PROPOSAL DOCUMENTS 2.1 Proposal Document Checklist 2.2 Acknowledgment of Receipt of Request for Proposal Addendum(a) 2.3 Minority and Women Business Enterprises Project Goal 2.4 Project Description/Scope of Work 2.4.1 Two-Year Educational Advertising and Public Relations Campaign (including a marketing plan) 2.4.2 Conduct Research of Other Cities 2.4.3 Bingo Recycling Game Prototype 2.5 Proposal Summary Signature Sheet 2.6 Cost Estimate for Two Year Campaign by Categories 2.7 Costs Chart Summary by Project 2.8 Qualifications of Provider 2.8.1 Reference/Prior Work Experience Documentation 2.9 Vendor's Compliance to State Law 3.0 ATTACHMENTS AND REFERENCES 3.1 Recycling Program Summary 3.2 Current Climate 3.3 Recycling Study 3.4 Analysis and In-Depth Study 3.5 Addendum A—Color Map of Contaminated Areas 3.6 Addendum B—Other Cities Recycling Initiatives:Survey Chart 1 FORT�_ 1.0 REQUEST FOR PROPOSAL Project Number: DEM05-09:RECYC-EDU 1.1 PROJECT DESCRIPTION The City of Fort Worth is soliciting proposals for the design of a two-year recycling education campaign to resolve high levels of contamination (unacceptable items) in the City's curbside recycling program. Campaign design will include writing a marketing plan, recommending strategy, tactical method recommendations, providing research, art design, media plan, timeline, and production of two recycling bingo game board prototypes. The project duration is close to two years in length. [A more detailed Project Description is included in Section 2.4.] Proposal documents, addenda, drawings, and specifications may be obtained electronically at the City of Fort Worth, Department of Environmental Management's Web site. The URL address is: www.fortworthgov.org/dem/bids.htm A Pre-Proposal Meeting to answer any questions will be held on September 19, 2005 at 10:00 a.m. in the 7t' Floor Conference Room, Environmental Management Dept., 908 Monroe Street, Fort Worth, TX. Attendance is not required nor mandated for completion of this Proposal. 1.2 INTERPRETATION OF REQUEST FOR PROPOSAL DOCUMENTS A written request for an interpretation of the Request for Proposal may be made to the Department of Environmental Management, by either fax or email, (Fax: 817-392-6359, Attn: Suzanne Sweeton; Email: Suzanne.sweeton(aD-fortworthgov.org at any time through September 29, 2005. The person submitting the request will be responsible for its prompt delivery. 1.2.1 ADDENDUM TO PROPOSAL The City, as a formal addendum, will issue any interpretation of the Proposal Documents. A copy of each addendum will be posted on the Web site: www.fortworthgov.org/dem/bids.htm It is the responsibility of the Proposer to obtain any project addenda. All addenda must be submitted with the Proposal in Section 2.2. The City will not be responsible for any other explanations or interpretations. 2 1.2.2 PROPOSAL SUBMITTALS Each Contractor should submit a proposal for all items to complete the project or the entire proposal may be considered non-responsive and rejected. In case of ambiguity or lack of clarity, the City reserves the right to adopt the most advantageous construction, thereof to the City or to reject the proposal. Proposals must be submitted in a sealed envelope, addressed to and received at City Hail, City of Fort Worth Purchasing Division, 1000 Throckmorton, Lower Level, Fort Worth, Texas 76102 no later than 1:30 p.m. on Thursday, October 6, 2005. The project number DEMOS-09:RECYC-EDU must be clearly marked on the envelope and the statement"PROPOSAL DOCUMENTS ENCLOSED, DELIVER TO PURCHASING DIVISION BEFORE 1:30 p.m. ON THURSDAY, OCTOBER 6, 2006" written in the lower left-hand comer of the envelope in which the documents are delivered. If the documents are placed in an envelope that is contained inside another envelope, the statement shall be placed on the outermost envelope. Any Proposal Documents not properly marked or not received in the proper place by the proper time will be considered non-responsive. NO FAXED PROPOSALS WILL BE ACCEPTED 1.3 OPENING OF PROPOSALS The Document entitled "Proposal Summary" in each proposal submitted will be opened and read aloud at 2:00 p.m. on Thursday, October 6, 2005, in the Fort Worth City Council Chambers. The proposals shall be handled so as to avoid the disclosure of the remainder of their contents to competing offers and so as to keep such contents secret during negotiations. All proposals will be open for public inspection after project award, but trade secrets and confidential information in the proposals will not be open to public inspection. The Proposal Documents submitted in accordance with this Request for Proposal shall remain valid for sixty (60) days after the due date. 1.4 PROPOSAL EVALUATION CRITERIA Proposals will be evaluated by qualitative measures and will be weighted as follows: FACTOR MAXIMUM WEIGHT Creative marketing plan with unique strategy and tactics for a 2-year advertising and public relations campaign, 60 points media plan and timeline Total cost of proposal for value based on the 2-year 25 points campaign Minority/Women Business Enterprise Participation 15 points Contractor's qualifications 10 points Qualifications of contractor's personnel or sub-contractor 5 points Contractor's work history with City or other municipalities 5 points or counties TOTAL 1 120 points 3 The City will select the most highly qualified Provider responding to the request based on the above criteria. The highest overall score will determine the City's first choice for the project award. 1.5 GENERAL REQUIREMENTS All Providers must comply with City Ordinance 7278 as amended by City Ordinance 7400 (Fort Worth City Code Sections 17-66 to 17-67) prohibiting discrimination in employment practices. 1.6 CONFLICTS & QUESTIONS Questions regarding this Request for Proposal should be e-mailed or faxed immediately to the following person. Type in subject liner "Question for RFP Recycling." Suzanne Sweeton, Public Education Coordinator Department of Environmental Management City of Fort Worth 1000 Throckmorton Fort Worth, TX, 76102 E-Mail Address: suzanne.sweetonCa--)fortworthgov.oE Fax: 817-392-6359 1.7 CONTRACT TIME The projects shall commence upon contractor receipt of City Notice to Proceed and shall be finished on or before September 1, 2007. 1.8 AWARD OF PROJECT The City will notify the Provider and will issue an award notice which authorizes work to begin and invoices to be paid. 1.9 RESERVATIONS The City reserves the right to reject any or all proposals and waive any or all formalities. 4 2.0 PROPOSAL DOCUMENTS 2.1 PROPOSAL DOCUMENT CHECKLIST All Proposal Documents, including this Checklist, must be completed in full and submitted in a sealed envelope, in the requested order, or the proposal may be considered as a responsive submittal. Initial if Included 2.1 Proposal Document Check List (this page) 2. 2 Acknowledgement of Receipt of Request for Proposal Addendum(a) 2.3 Request for M/WBE Project Goal 2.4.1 Two-year Educational Advertising & Public Relations Campaign 2.4.2 Conduct Research Other Cities 2.4.3 Bingo Recycling Game Prototypes Timeline Delineating Steps — from concept development, prototypes, production, packaging and piloting 2.5 Proposal Summary Signature 2.6 Cost Estimate for Two-year Campaign by Categories 2.7 Cost Chart Summary by Project 2.8 Qualifications of Provider 2.8.1 References/Prior Work Experience Documentation 2.9 Vendor's Compliance to State Law I understand that failure to submit all of these items may cause my submittal to be considered responsive. Name Title Company 5 2.2 ACKNOWLEDGEMENT OF RECEIPT OF REQUEST FOR PROPOSAL ADDENDUM Check if applicable The undersigned acknowledges receiving or obtaining the following addendum(a)to the Request for Proposals from Environmental Management's Web site www.fortworthgov.org/dem/bids.htm and has attached all addenda following this page. (Add lines if necessary). Addendum Number 1 (Date received) Addendum Number 2 (Date received) Addendum Number 3 (Date received) Check if applicable The undersigned acknowledges the receipt of no addenda to the Request for Proposals. 6 2.3 REQUEST FOR MINORITY and WOMEN BUSINESS ENTERPRISES (M/WBE GOAL) The MWBE Ordinance applies to this Request for Qualifications thus requiring the submittal of a Minority/Women Business Enterprise (M/WBE) Utilization Plan, hereinafter referred to as Plan. The Plan must detail the steps taken to achieve MIWBE participation including but not limited to firms contacted, type of work discussed, criteria for sub-contractor selection, etc. The plan must address each subcontracting opportunity available that may include outside consulting services (including research), outside graphics support services, etc. Printing Services will NOT be included as a Sub-Contracting opportunity, as these services will be provided under a separate contract with the City and will be paid directly by the City. The plan must also include the point of contact (including name and title) that will be designated as responsible for implementing the Plan, reporting on the status of Plan (monthly and annually) and performing liaison duties to the City as it relates to all M/WBE issues during the Contract term. The Provider may utilize a joint venture arrangement with a M/WBE firm. In a joint venture, the Provider may count the M/WBE portion of the joint venture toward meeting the Plan commitment (i.e., if proposed goal is 40% and joint venture is 20% then separate M/WBE must be used for the remaining 20% not for the entire 40%). If a joint venture is proposed, the Joint Venture Eligibility Form must be completed and submitted with the proposal (see attached). All M/WBE firms must be currently certified or in the process of being certified by the North Central Texas Regional Certification Agency (NCTRCA), or Texas Department of Transportation (TxDot), Highway Division and located in the nine county marketplace. For the purpose of determining Contract compliance under the M/WBE Ordinance, businesses listed as MBE or WBE within the Plan must be certified as such prior to a recommendation for award being made to the City Council. If during the course of work under the Contract a change of any of the MBE or WBE firms identified in the original Plan is needed then a Change Request must be submitted to the City of Fort Worth—MIWBE Office and the change approved by same. All subcontracting and supplier opportunities directly attributed to this Contract from M/WBE firms, inclusive of 1St, 2"d, 3rd tiers, etc. sub-contractors and suppliers may be included in the Plan commitment. It is the sole responsibility of the Provider to report and document all M/WBE participation dollars irrespective of tier level. The Provider will be given credit toward the M/WBE plan when the M/WBE performs a commercially useful function. The successful Provider will be required to submit executed contractual agreements (i.e., Master Service Agreements) or letters of intent prior to receiving the Contract Documents. Failure to submit the MWBE Plan will render the proposal non-responsive. The M/WBE plan will be part of the weighted selection criteria. 7 2.3 REQUEST FOR MINORITY and WOMEN BUSINESS ENTERPRISES (M/WBE GOAL) The MWBE Ordinance applies to this Request for Qualifications thus requiring the submittal of a Minority/Women Business Enterprise (M/WBE) Utilization Plan, hereinafter referred to as Plan. The Plan must detail the steps taken to achieve M/WBE participation including but not limited to firms contacted, type of work discussed, criteria for sub-contractor selection, etc. The plan must address each subcontracting opportunity available that may include outside consulting services (including research), outside graphics support services, etc. Printing Services will NOT be included as a Sub-Contracting opportunity, as these services will be provided under a separate contract with the City and will be paid directly by the City. The plan must also include the point of contact (including name and title) that will be designated as responsible for implementing the Plan, reporting on the status of Plan (monthly and annually) and performing liaison duties to the City as it relates to all M/WBE issues during the Contract term. The Provider may utilize a joint venture arrangement with a M/WBE firm. In a joint venture, the Provider may count the M/WBE portion of the joint venture toward meeting the Plan commitment (i.e., if proposed goal is 40% and joint venture is 20% then separate M/WBE must be used for the remaining 20% not for the entire 40%). If a joint venture is proposed, the Joint Venture Eligibility Form must be completed and submitted with the proposal (see attached). All M/WBE firms must be currently certified or in the process of being certified by the North Central Texas Regional Certification Agency (NCTRCA), or Texas Department of Transportation (TxDot), Highway Division and located in the nine county marketplace. For the purpose of determining Contract compliance under the M/WBE Ordinance, businesses listed as MBE or WBE within the Plan must be certified as such prior to a recommendation for award being made to the City Council. If during the course of work under the Contract a change of any of the MBE or WBE firms identified in the original Plan is needed then a Change Request must be submitted to the City of Fort Worth—M/WBE Office and the change approved by same. All subcontracting and supplier opportunities directly attributed to this Contract from M/WBE firms, inclusive of 1St, 2"d, 3rd tiers, etc. sub-contractors and suppliers may be included in the Plan commitment. It is the sole responsibility of the Provider to report and document all M/WBE participation dollars irrespective of tier level. The Provider will be given credit toward the M/WBE plan when the M/WBE performs a commercially useful function. The successful Provider will be required to submit executed contractual agreements (i.e., Master Service Agreements) or letters of intent prior to receiving the Contract Documents. Failure to submit the MWBE Plan will render the proposal non-responsive. The M/WBE plan will be part of the weighted selection criteria. 8 2.4. PROJECT DESCRIPTION/SCOPE OF WORK—3 PARTS 2.4.1 TWO-YEAR EDUCATIONAL ADVERTISING AND PUBLIC RELATIONS CAMPAIGN TO COMBAT CONTAMINATION IN RECYCLE CARTS Goal: Reduce contamination from nearly 40%to 15% over a two year period, while at the same time encourage participation in the City's recycling program. Target Audience: The target audience for all projects is adult citizens of Fort Worth who speak either English or Spanish; therefore messages must be represented in both languages. (exception —children's bingo game.) Design a non-traditional educational advertising and public relations campaign about Fort Worth's residential curbside recycling. The primary, and only focus, of the campaign is to reduce current levels of recycling contamination* being found in the City's single- stream**weekly residential recycle program, specifically in the blue recycle carts. Create a marketing plan and slogan or tag-line message. The City will be responsible for providing: data identifying areas in the City of highest contamination, costs associated with Spanish translations, media buys, postage, distribution, printing or mass manufacturing of any materials for residents. Awarded Proposer shall provide a project timeline for use in the campaign. This timeline is to be updated monthly after commencement of project until finished. The project timeline shall include meetings, scheduled tasks, deliverables, revisions/approval stages, and responsible party. The completion of each task must be associated with a project deliverable document or concept. Deliverable documents may be final art design on CD-ROM or email.. (The two year period is approximately mid-November 2005—September 30, 2006; and October 1, 2006—September 1, 2007.) [See Section 2.6 Cost Estimate for Two-year Campaign for more details of this project.] For Proposal: See following page. 'Recycling contamination: The percent of incorrect and unacceptable items being found in residents' recycle carts at the recycling facility such as plastic sacks,yard waste, food waste,toys,oil,clothes, etc. Currently the contamination is approximately 40%which is considered unacceptable.The City does not receive reimbursement for contaminated recycled materials, and it must pay additional to have items taken to and disposed of in a landfill. **Single-stream: all recycled items are randomly placed into cart by resident; no separation of paper, plastics, or metals; items not bagged; placed loose in cart. 9 2.4.1 Continued . . . For Proposal: 1) Provide a project timeline by quarter(i.e. first quarter-November/December/January) over a two year period with associated tasks followin_g this page bound within the proposal package. The two year period is mid-November 2005-September 30, 2006; and October 1, 2006- September 1, 2007. 2) In narrative format; maximum of 3 pages, minimum 12 pt font size, describe campaign strategies, tactics, media plan (not a media schedule) following this padre bound within the proposal package Graphic representations may be submitted, but certainly not required. If_graphics are used they will be an addition to the 3 narrative pages which is acceptable. 2.4.2 CONDUCT RESEARCH (in Excel, one city per page) comparing Fort Worth's recycling contamination problem to U.S. cities having a population of 300,000+ that collect recycling materials by means of a weekly curbside single-stream recycling program. There is a maximum of 20 cities with this population criteria, but some may not be "single- stream."Total count of comparable cities could be as low as 10 cities. The City will provide information to be derived from survey. The maximum number of questions to be asked each city is ten (10). Long distance phone calls will be necessary to obtain this information. Summary research results of maximum 20 cities will be presented in narrative format with supporting Excel spreadsheet detail. Due date on this project is six(6) weeks after Notice to Proceed has been issued to contractor. For Proposal: Provide itemized costs for: 1) an estimated 10 cities, 2) 15 cities and 3) 20 cities following this page bound within the proposal package. (Only one of the three categories will be selected in this two-year project.) For purposes of cost estimate in RFP Section 2.6 chart, report one figure- the highest cost for 20 cities. 10 2.5 PROPOSAL SUMMARY SIGNATURE TO THE CITY OF FORT WORTH: The undersigned hereby proposes to furnish the labor, materials, management oversight, and any other items or services necessary to perform consulting, research, advertising, public relations, and marketing. Detailed Scope of Work is attached hereto (Section 2.3 and 3.0). Contractor equipment and personnel are capable of performing each type of procedure listed in the Project Data either with in house resources or through subcontracts. All Proposal Documents have been submitted in one sealed envelope. This Proposal Summary and the accompanying Proposal Documents are intended to be complete and will remain valid for sixty(60) days from the date of submittal. PROVIDER: BY: (Company Name) (Print or type name of signatory) (Address) (Signature) (City, State, Zip) Title (print or type) FAX: Phone: EMAIL: 11 2.6 COST ESTIMATE FOR TWO-YEAR CAMPAIGN Cost and value is an important element in award this project (See Section 1.4, page 3 of this RFP for award criteria.) For Proposal. Identify and itemize costs for year one and year two followina this pa4e bound within the proposal packasge in cate4orjes such as, but not limited to: administration, creative, art production, cable production, public relations, special events, slogan development media relations, monthly timeline, media plan, miscellaneous, etc. Also, itemize each project cost in chart in Section 2.7 Total Proiect Budget is to include the following only if specific tasks are recommended by Proposer. Administration, consultation/meetings with the City on phone or on location, media or printers' consultation, creative development including English and Spanish languages, art production through to camera-ready stage art, copywriting, art and copy revisions (plan on five revisions for copywriting and art for each printed piece and the bingo game board(s), press checks, media plan development, display materials, research, logistical coordination, on-camera talent, voice/over talent, talent auditions, talent contracts,talent payments, editing, videotape or dubs, production and all costs of making the prototype games including packaging, slogan or tag line development, writing print specs, writing game specs, presentation and special event coordination and support, special event logistics, media relations, writing any media releases, general targeted community relations, ethnic liaison services, courier, and long distance phone calls. If mass distribution is in the campaign, include bulk mail services costs (note: postage costs will be paid by the City). The contractor will act as liaison with printers and perform press checks. Cost shall be a "tum-key" cost and include contractor time for consulting with City staff or the contractor's consulting with outside agencies, sub-contractors, service providers, game prototype materials, or CD-ROMS. All art is to be supplied to the City and/or printer on CD-ROM using either InDesign CS or Illustrator eps or ai. Also, contractor is to write printing specs for each print project and include a pdf for press document. [For specs: 10-15% or more post-consumer recycled paper is required for all print pieces. The Recycle chasing arrow icon and date must appear on each proposed print piece.] The City Will Provide: Spanish translation, Spanish language proofing, Spanish language art layout proofing, purchase of print media, mass manufacturing, printing and/or print bidding, rentals, photography and/or props, media buys, sales tax, mass mail costs. Zip code or other geographical boundaries of high contamination in the City will be provided along with appropriate addresses, if needed. Payment to Contractor Negotiable—recommend invoices be submitted and paid upon completion of specific tasks or receipt of deliverables of either in monthly or quarterly increments. Purchase order number must appear on all invoices. Itemize project costs in chart on next page. 12 2.7 COSTS CHART SUMMARY BY PROJECT: Two Year Campaign* i "a.9'•z^` i.rt..,y- =yrcm�alu' .x gp` +%+�`'ra -..�,. '.� '}T,�iyhm '-'cy�rt.• rR - n��'' 1. YEAR ONE: Write marketing Include proposed plan, identify canWign message, timeline in the develop campaign pieces, implement RFP j.: 2. Conduct other cities' research, Due b wKs. atter prepare report receipt of Notice to (Use 20-cities estimate) $ Proceed 3. Game Prototypes (2): Due 3 mos. atter Name and design game, write receipt of Notice to directions, prototype production, $ Proceed create packaging, bids, vendor list, and pilot of games 4. YEAR TWO: ** Continue (Range**) XyJUUUUkXXXXA marketing plan, strategy, develop XXXXXXXXXXXX timeline, evaluate, revise plans if From: $ XXXXXXXXXXXX needed XXXXXXXXXXXX ✓) �• M. ._..� i 1� 2. f Sl. £��.. � � 1.•Jar ,^ c3 �.li.�'t� r. � .. �i Total: *** $*** XXXXXXXXXXXX XXXXXXXXXXXX Note: Above figures should not include any printing, media purchases, manufacturing, distribution or mass postage costs. *The two year period is 1) approximately mid-November 2005—September 30, 2006; and 2) October 1, 2006—September 1, 2007. ** Cost estimates should be presented with a ceiling for the first year and a range in the second year. ***Add first year cost plus the highest figure in the second-year range to get one total cost. 13 2.8. QUALIFICATIONS OF THE PROVIDER Provider shall identify its company name, address, telephone number(s), email and FAX number(s) for the local office as well as the headquarters. Provider shall attach a copy of its current Statement of Qualifications (5-page maximum, 12 pt type minimum). Document Provider's experience in marketing, advertising, public relations, research, corporate communications, logo development or package designs. Within the Statement of Qualifications the Provider should: Submit a brief resume (one page maximum, 12 pt type minimum) of each professional person who will be assigned to this contract. Identify key persons by name and title, company he/she works for full-time or self-employed, and describe the primary work assigned as well as the percentage of time each person will devote to this contract. [Note: State if each person is employed by you or whether he/she will be contracted out as an independent hire.] 14 2.9. REFERENCES)WORK EXPERIENCE DOCUMENTATION Please provide copies of reference letters from clients or a client list. Prior Work Experience Contractor shall submit a brief summary (one page maximum) of project(s) that have been performed for the City of Fort Worth, other municipalities or counties. Identify the city department, key contact person(s), including the Manager of the project, by name and title, when the project was performed and describe the primary scope of worts for the project(s) and associated costs. 15 2.9 VENDOR'S COMPLIANCE TO STATE LAW The following information is required by the City of Fort Worth in order to comply with provisions of state law, TEXAS GOVERNMENT CODE§2252.001, State or Political Subdivision Contracts for Construction, Supplies, Services; Bids by Nonresident. Every bidder shall affirmatively state its principal place of business in its response to a bid invitation. Failure to provide the required information shall result in your bid being declared non- responsive. Bidders'cooperation in this regard will avoid costly time delays in the award of bids by the City of Fort Worth. For this reason, each bidder is encouraged to complete and return in duplicate,with its bid, the Statement of Residency Form, but in any event the low bidder shall submit this information within five (5) business days after the date of receipt of notification of apparent low bidder status from the Purchasing Division of the Finance Department Failure to provide all required information within this designated period shall result in the apparent low bidder being considered non-responsive, and the second low bidder being considered for award. TEXAS GOVERNMENT CODE§2252.001 defines a Texas"resident bidder' as a bidder whose principal place of business*is in the state of Texas, including a contractor whose ultimate parent company or majority owner has its principal place of business in the state of Texas. TEXAS GOVERNMENT CODE§2252.001 defines a"Nonresident bidder" as a bidder whose parent company or majority owner does not have its principal place of business*in the state of Texas. Bidders complete company name: State your business address in the space provided below if you are a Texas Resident bidder: State your business address in the space provided below if you are a Nonresident bidder: "The State Purchasing and General Services Commission defines Principal Place of Business as follows: Principal Place of Business in Texas means, for any type of business entity recognized in the State of Texas,that the business entity: Has at least one❑ permanent office located within the State of Texas,from which business activities other than submitting bids to governmental agencies are conducted and from which the bid is submitted, and Has at least one❑employee who works in the Texas office Form prepared by: (Name) (Title) (Date) 3.0 ATTACHMENTS and REFERENCES The City of Fort Worth has attached a history of the recycling program, current climate of program, recent recycling study findings and a contamination analysis report. 3.1 RECYCLING PROGRAM SUMMARY HISTORY In 1995, a citizens' solid waste advisory committee made 17 recommendations that became Fort Worth's solid waste master plan to meet the city's needs through 2015. Some recommendations were implemented immediately; others were tested successfully in a 1998 pilot program that studied once-a-week, carted garbage collection in 8,000 households. As city waste collection contracts neared expiration in 2002, the City faced the likelihood of higher garbage rates without major program changes. In addition, curbside recycling participation and volume had fallen off in recent years, raising the specter of increased long-term landfill costs. In 2003, the City of Fort Worth implemented the new Solid Waste Management program pattemed after the federal "Pay-as-you-Throw" program. Basically, residents pay for the quantity of garbage they throw away, similar to paying for only the utilities one uses. Residents are currently charged monthly for service by the size of garbage cart they select — $ 11.45 for the smallest cart, $16.45 for the middle-size cart, and $21.45 for the largest cart. If a resident recycles more, a smaller trash cart may be adequate, thereby reducing their monthly sanitation bill. The City also receives a revenue share from its recycle processor, which in tum, is used to keep monthly fees charged to residents as low as possible. Overall, the new program has resulted in significant improvements to the management of recycling and garbage in Fort Worth's single-family residential units. Since March 30, 2003, the City of Fort Worth has realized: • An increase in its residential recycling rate from 6%to over 20% by volume • An increase in its residential recycling participation rate (carts on curb) from approximately 38%to approximately 85% every week 17 • The diversion of more than 45%of the total waste stream from its Type I Landfill— a standard municipal solid waste landfill • Nearly$2 million in recycling revenue sharing (after processing costs are deducted) from our recycle processor. This revenue is placed back in the solid waste budget and is used to keep residential collection fee as low as possible. • The appropriate deposition of the bulk portion of its solid waste (26% of the waste stream) sent to a Type IV Landfill—a construction demolition landfill, accepting no putrescibles. Through the use of an effective education campaign, a volume-based disposal system and a stringent enforcement protocol, the City of Fort Worth has been able to realize a significant reduction in its overall solid waste contract and a reduction of charges to more than 93% of its subscribers. Additionally, through the effective management of its waste stream, a longer life has been realized at the City's landfill. 3.2 CURRENT CLIMATE For the recycling program to be effective, residents must only place approved recyclable material into the recycling cart. Non-approved recyclable materials, such as food, chemicals, other items perceived by residents to be recyclable materials, or other forms of waste must be placed into the regular garbage container. If these items are mixed in with the recyclable materials, the recyclable materials could become contaminated and unsuitable for recycling. The issue is that more and more people are putting non- recyclable waste into the recycling cart and contaminating loads of recycling materials delivered to the recycling processor. Contamination rates have reached nearly 40%. This is an unacceptable level and education efforts must be directed at reducing the contamination level. Additionally, it costs the city three times more to dispose of contaminated materials than if the materials were placed directly in the garbage. 18 3.3 RECYCLING STUDY FINDINGS The City of Fort Worth conducted a research project(May 2005)that addressed the drivers behind residents' behaviors and attitudes about recycling. The objective of the research: • Profile Fort Worth residents attitudes and concems in regards to recycling • Gauge the level residents perceived participation in the recycling program • Identify the key barriers to recycling participation • Collect data and analyze it in an unbiased manner that is representative of the City of Fort Worth residential community Key findings • Almost 90% of the study respondents were at least somewhat familiar with the City of Fort Worth's curbside recycling program • Weekly participants responded that they always recycle everything and residents that live in homes valued at$100,000 or greater are more likely to be `very familiar" with the recycling program • Residents that participate in recycling less frequently and live in homes valued less than $100,000 are less familiar with the recycling program • Residents that live in higher valued homes are more likely to participate on a weekly basis than residents in lower valued homes • Two-thirds of the respondents think they are recycling everything they can while only 50% stated they"know which recyclables are accepted and not accepted in the program • The residents that live in homes valued at less than $100,000 appear to be the biggest violators of contaminating the recycling materials. They are more likely to "totally agree"that using the recycling cart for excess trash is okay (20%) and that recycling companies sort out the recyclables from non-recyclable materials (42%). More than 40% of the Fort Worth residents would recycle much more if there were a direct financial incentive for their household to do so. 19 Study Conclusions • The more familiar a person is with the curbside recycling program the more likely they are to participate in the program. • Small garbage cart usage is highest among residents in homes valued at$100,000 or less, while these same homes are less likely to participate in the recycling program. • There is a sizable amount of people that are misinformed on the recycling program. • Residential homes valued $100,000 or less are a good target market to start educating. 3.4 ANALYSIS AND IN-DEPTH STUDY The City contracted an independent consultant for an in-depth analysis to the issues facing Fort Worth's curbside recycling contamination. The report covers historical data as well as new data through August 31, 2005. Also included is a summary of the Survey from Section 3.3. The analysis, maps, similar city recycling research, recommended approaches and plans of actions may be a beneficial tool for Proposers in creating a platform for this RFP. The full report is as follows: Introduction Since its inception, Fort Worth's recycling program has been an important part of the City's efforts to create a high quality of life for its residents by promoting a cleaner environment. Despite the City's best efforts to educate its citizens about the proper use of the distinctive blue recycling carts, many citizens are still misusing their carts because they do not clearly understand which materials are appropriate for recycling. As a result, the City's most recent contamination rates for recyclable loads have reached as high as 38% and are estimated to have cost the City as much as $40,000 per month in removal charges and lost revenue. During the past decade, the City's Environmental Management Department has produced a variety of excellent educational materials and programs to help citizens understand the importance of recycling and to educate them on the appropriate materials to place in their curbside recycling carts. The programs have included traditional tactics such as printed pieces, videos, and community/school educational programs. They have been supplemented by youth-oriented initiatives that have 20 included creating superheroes and villains that translate the challenges and benefits of recycling in ways that children easily understand. Children have responded favorably to these programs and have proven to be an effective element in encouraging proper recycling. Unfortunately, this has not been true of the City's adults. Much of the city's adult- oriented information/education efforts have fallen on deaf ears. Citizens have been reluctant to comply with recycling guidelines for a variety of reasons. Since the City employs the single stream recycling system, citizen cooperation is the single most crucial element of success. It is this lack of cooperation, which is reflected primarily in the high contamination rates, that has created the challenge the City faces today. It also has created a need and a justification for the City to adopt bold, nontraditional approaches to spark citizen compliance. This is an opportunity that the City cannot afford (literally and figuratively) to miss. Analysis In rounded numbers for July 2005, the recycling program served more than 164,000 single family residences and duplexes, which produced approximately 4,199 tons of materials collected from recycling carts and delivered to Abitibi, the City's recycling contractor, for processing. Of this volume, approximately 2,885 tons were acceptable recyclable materials, as defined under the City's recycling program and processing contract. The remaining materials were rejected and had to be disposed of in area landfills. Since Abitibi pays the City for acceptable recycling materials and charges it to remove contaminated and inappropriate materials, the City lost revenue and incurred costs as a result of contaminated materials in the recycling carts. City officials estimate that it costs three times more to dispose of contaminated materials than if citizens placed the items in their trash and garbage carts. In order to avoid these charges and increase its revenue, the City must bring the load contamination rate to less than 15%, which is the high end of the acceptable range stated in the contract with Abitibi. The key to reaching the acceptable range, which represents a 23 point (60.5%) decrease from the highest recorded contamination level, is the City's ability to change the way citizens are adhering to the program. To accomplish this, the City must address this issue using both "carrot" and "stick" motivational tools. The City is preparing to do both. The carrot will be represented by increased emphasis on holding cart/service rates low and the stick will be represented by penalties incurred through increased enforcement efforts. 21 The education/communications portion of the program will be most effective if it concentrates on three elements: • Combining the points of information (where the recycling information is kept) and decision (where the decisions are made about which materials are recyclable and which are not); • Providing an easy-to-use review piece at the final point of action (the recycling cart); and • Creating a champion within the household to promote recycling. Focusing the program on these elements will help the City to overcome citizens' chief barriers to compliance: • Lack of knowledge/confusion about which materials are appropriate for inclusion in the recycling carts; • The perception that the program is "too much trouble"; • The perception that including inappropriate items in recycling carts does not create major glitches in the system; • The perception that it is acceptable to place overflow non-recyclable materials in the recycling cart because trash carts are full; and • The perception that there is little or no general or personal economic impact from abusing the recycling system. The Program The City will create a drop in contamination rates by creating an information and education program that: • Mixes the points of information (where the recycling information is placed) and decision (where the decision point regarding which materials are recyclable and which are not); • Provides a point of reference at the final point of action (the point where the recyclable materials are deposited into the cart); • Enlists a member of the household to provide ongoing motivation to comply with the system; and • Supports positive behavior by making consumers aware of the benefits of compliance and the consequences for noncompliance. Goal The ultimate goal is to generate more funds for the recycling program. Objectives • Reduce the recycling contamination rate so that it consistently is.within acceptable limits (Less than 15%); • Increase citizen support of and involvement in the recycling program; • Favorably position the issue of recycling in the minds of citizens; and • Increase the perceived value and importance of recycling in citizens who traditionally have viewed the program with skepticism or distain. Strategy The City will reduce the contamination rate and increase public awareness of recycling by creating an education and enforcement program that provides key information at 22 critical points in the recycling process and motivates citizens to comply with program guidelines. Motivation includes positive motivation from one or more family/community members and negative motivation through potential financial consequences for citizens who do not comply. Audiences Fort Worth's citizens can be divided into four categories of participation. There are no current statistics on how Fort Worth's population is divided into these categories: Level 1 Citizens who are deeply committed to recycling/environmental issues. These citizens are well informed about and fully compliant with the recycling program because they think that it is "the right thing to do." Level 2 Citizens who generally comply with program guidelines because they have a favorable perception of recycling. These citizens have a general idea of the types of materials that are recyclable but sometimes include non-recyclable materials in their carts because they do not have a clear understanding of which materials are appropriate and which are inappropriate. Level 3 Citizens who have a generally favorable perception of recycling, who are less motivated to comply but who would comply to a greater extent if they understood the program better and had adequate motivation at the time that they address recycling situations. They are unsure of which materials are appropriate and are less likely to take the time and trouble to comply without some type of outside motivation. In some cases, they are individuals who have located to Fort Worth from cultures or communities that place minimal if any emphasis on recycling. Level 4 Citizens who are adamant against participating in the program. These citizens will not comply for any reason. They include people who: • Simply don't care about the issue; • Have a dislike for or suspicion of the City's involvement in the issue; • Strongly resent having to recycle because it is by government mandate; or • See no value in recycling. In some cases, these citizens have purposefully sabotaged the recycling effort by placing contaminated materials in their recycling carts. A May 2005 survey by the City of its residents indicated the following characteristics about these populations: • Almost 90% of respondents were at least somewhat familiar with the City's recycling program. 23 • Residents who participate weekly in recycling and who live in homes that are valued at $100,000 or greater are more likely to be "very familiar"with the recycling program. • Residents who participate in recycling less than weekly and who live in homes valued under $100,000 are less familiar with the recycling program. • Residents who live in homes valued at more than $100,000 are more likely to participate in recycling on a weekly basis than residents who live in homes valued at $100,000 or less. • Residents who live in homes valued at less than $100,000 appear to be the biggest violators of contaminating recycling materials. They are more likely to "totally agree" that using the recycling cart for excess trash is acceptable (20%) and that recycling companies sort recyclables from non-recyclable materials (42%). • Small garbage cart usage is highest among residents in homes valued at less than $100,000. There are several clusters of these types of homes (valuation less than $100,000) located along 10 pick-up routes that consistently show extremely high contamination rates. Since the households in these areas are the most likely to create a significant drop in the contamination rate if they alter the way they use their recycling cart, we recommend that the program concentrated on these areas during its first year. A map of these 10 areas is attached in Addendum A. The list has been prioritized based on number of residents receiving multiple violation notices and the contamination rates from collection trucks servicing the routes in those areas. In general, the top three priority areas fall into clusters that stretch across the southern part of the city. They are located in areas that contain older, mid-to-lower mid-level homes and tend to have higher non Anglo populations than other parts of the city. They are complemented by the next three priority areas, two of which are in the northern mid- section of the city. These two areas also have mid-to-lower mid-level homes and tend to be in areas that have a high percentage of non Anglo residents. The other area is located in the area that is north of the 1-820 Loop and east of 1-35. This area mixes professionalfindustrial park development with newer mid-level housing that is complemented by long-standing homes and mobile home parks. There appears to be a high Anglo population in this area. Three of the remaining high contamination areas are located primarily in the westem part of the city, two in the South, one in the north. They are adjacent to the top four priority spots. The final area is an irregularly shaped single route that fills the area bordered by 1-30 on the south and Euless-Hurst on the north. We suggest that the areas be treated in clusters to maximize cost efficiencies. As a result, the clusters should include the following areas: • Cluster 1 —Areas 1, 2, 3, • Cluster 2 —Areas 4, 5, 7 Areas 6, 8, 9 and 10 should be treated independently. 24 Based on the preceding criteria, the information program should emphasize its initial efforts among the citizens who are in levels 2 and 3 and who are located in areas that have large numbers of homes valued at less than $100,000 that are located in service areas on routes that show the highest contamination rates. Messages The underlying messages for the educational program should emphasize both the carrot and the stick. Wherever possible, they should emphasize the positive aspects of recycling because they are the ones that are most likely to draw a positive response and spur participation by the people in categories 2 and 3 who are most likely to improve/begin their participation. These include: • Lower service rates (value proposition). Recycling can become a self-sustaining program that raises enough funds to offset its operating costs. • A better overall quality of life for our citizens because we have a cleaner, better and safer city • A cleaner environment for today's residents • A future in which recycling is much more widespread because it is so deeply ingrained from our citizens' childhoods that practicing it is almost second nature. In some cases, residents will be more highly motivated by possible consequences than by benefit/value proposition. These include: • Fines and possible incarceration for habitual misuse of recycling carts • Higher service rates • A lower quality of life • Environmental damage Creative Platform Details to be determined by the implementing agency. The creative platform should be developed by the agency based on input from City staff, recycling-related contractors, and others associated with the City's waste management and recycling programs. Plan of Action The detailed action plan will be developed by the implementing agency. We suggest these guidelines for strategies/tactics that address the greatest challenges facing the City's recycling efforts. These tactics should reflect a nontraditional approach that takes into consideration the City's diverse populations and citizens who are most likely to have an immediate impact on the contamination rate if they can be persuaded to modify their behavior in a positive manner. The plan of action should address the following areas: • Developing a creative approach/theme and information pieces that take advantage of economies of scale in production for city-wide application during latter phases of the program; • Using tactics that trade on and enhance the favorable equity that the City already has in its educational pieces and programs; 25 • Maximizing the reinforcement factor of all of the City' information initiatives and programs by refining existing educational programs and campaigns to reflect the central themes of the new campaign; • Bridging potential time and space barriers between the points of information and decision; • Making the program more meaningful on a personal level by trading on peer endorsement; • Creating a champion in the household to promote recycling awareness and activity; • Distributing information through direct contact, targeted media and mass media that reflect the media usage of specific interest groups; • Taking advantage of free media opportunities; and • Taking advantage of personal contact in a variety of nontraditional venues to promote awareness of and specific aspects of the program. A survey of recycling education programs in communities in the South and Southwestern United States identified the most popular tactics and initiatives in their communities. The results of this survey are listed in Addendum B. In general, the survey revealed that most of these communities rely heavily on the same tactics to educate their citizens about recycling. Almost universally, they employ tactics such as water bill stuffers, periodic direct mail, information booklets delivered with their carts, school presentations/teaching aids and information sheets distributed at civic events. The main difference between these programs lies in their emphasis. For example, the city of Louisville, KY, is emphasizing recycling electronic equipment (computers, printers, etc.). As a result, they have created a campaign around an animated figure, Angus McCircuit, and partnered with the Circuit City Corporation to encourage computer recycling. But their basic tactics have remained consistent with other programs throughout the region. Agency Role The agency should complement the City's in-house resources and capabilities by providing creative/logistical services and expertise. In this way, the City can take advantage of existing resources to promote cost efficiencies. Wherever possible, the City should use its in-house contracting/purchasing resources to bid and coordinate production and distribution, and purchase media. As much as possible, the agency should assume the lead on the implementation of the program so as to minimize its impact on the existing activities and staff of the City. The agency services could include: • Strategic support • Creative capabilities • Design and graphic production to the point of camera-ready art • Press/production checks • Talent scouting • Public/community relations 26 • Program scheduling • Special event staging • Media relations • Coordinating neighborhood-oriented initiatives • Media planning • Administrative/logistics support • Mass research • Other duties as needed to ensure the smooth and successful planning and implementation of the program Timeline The program should be a two-year campaign. In year one, the program should focus primarily on the recycling routes/neighborhoods that have a history of producing the highest rates of contamination. In addition to immediately impacting the existing contamination rate, this strategy will give City leaders an opportunity to test messages and tactics within the program so they can refine it prior to citywide expansion in the second year. A refined timeline and game plan must be developed by the implementing agency. The program's tactical adjustments, expansion, initiatives, creative approach and budget for the second year should be determined during the fourth quarter of this period. The figures should be presented with a ceiling for the first year and a range in the second year. This allows the bidding agencies to size their plans within recommended limits but maintains the flexibility needed to take advantage of unforeseen opportunities. -End- Page 28: Addendum A--Color Map Showing Highest Contaminated Areas Page 29: Addendum B—Other Cities Survey on Curbside Recycling Initiatives 27 Agency Role The agency should complement the City's in-house resources and capabilities by providing creative/logistical services and expertise. In this way, the City can take advantage of existing resources to promote cost efficiencies. Wherever possible, the City should use its in-house contracting/purchasing resources to bid and coordinate production and distribution, and purchase media. As much as possible, the agency should assume the lead on the implementation of the program so as to minimize its impact on the existing activities and staff of the City. The agency services could include: • Strategic support • Creative capabilities • Design and graphic production to the point of camera-ready art • Press/production checks • Talent scouting • Public/community relations • Program scheduling • Special event staging • Media relations • Coordinating neighborhood-oriented initiatives • Media planning • Administrative/logistics support • Mass research • Other duties as needed to ensure the smooth and successful planning and implementation of the program Timeline The program should be a two-year campaign. In year one, the program should focus primarily on the recycling routes/neighborhoods that have a history of producing the highest rates of contamination. In addition to immediately impacting the existing contamination rate, this strategy will give City leaders an opportunity to test messages and tactics within the program so they can refine it prior to citywide expansion in the second year. A refined timeline and game plan must be developed by the implementing agency. The program's tactical adjustments, expansion, initiatives, creative approach and budget for the second year should be determined during the fourth quarter of this period. The figures should be presented with a ceiling for the first year and a range in the second year. This allows the bidding agencies to size their plans within recommended limits but maintains the flexibility needed to take advantage of unforeseen opportunities. -End- Page 28: Addendum A—Color Map Showing Highest Contaminated Areas Page 29: Addendum B—Other Cities Survey on Curbside Recycling Initiatives 28 3.5 ADDENDUM A SH 114 10 2 O N St!t14 SH 121 IL i SH 153 J '9s _ 9`Zd l ES,c'' la OW -�: Bakor Hurst 26th 0 • -~; H 30 �i SAF (—' • Rosodale W. 12 � t� • I • Y � D"�•q0� h'xn i 91' • IH 20 rn 'O • Legend • Contaminated Recyciing ° Freeways Cluster Treatment CFW City Limits Individual Treatment SORT WORTH .�[�,�[�.rn.� F"ding Corraminsdon Study ir.nou£aznasv_rprsavwno+�rrzarxacus Addendum A rnur�6'O.[Y2c I.Afe.wrJ.lt[racn-�reFaru� �crcau�u wrrc nru nn:zo w:x�na.ao r_. r»t�n.c r�^cezrixirn�zrr.[nnortvousartc+ 1 G ;SfIRc C9ti7tUPNITILAL MAlI.4GL11[lli rv.�i.[`ccur"aF 29 m § � k § C.) � 7 � � 2 Cc \ E ) \ & 0 cc k » » 0t 7 7 � m % % t v / 7 k k & k 7 7 it D OE � � R 0 (D o a r _ ± Cc R \ ■ R 2 d k 2 0 co w -Ic2 , EER 0 : f f ) / ap m e c3Cc 22 m 7 a a S 2 $ k § » U ■ EE � @ @ ■ ■ � cc � e � � f : . O / / / / I U 0 i � k f0 ■ - $ ■ > § :3@ / m= ° n ® 2 o C ©CL ® E@ E E E R E § cc @ § § § % m § . 7 m 7 / 7 b -S? 7 © § � 2 2@ x ' o m / 0) U) k k Cl / ® � x x @ 2 w w LL § © \ f \ / m \}±2\\ e o (D �S [� a « E f 22 \}» } ! J v Pepe 1 d 3 FORT WORTH CITY OF FORT WORTH Joint Venture Eligibility Form Fon.attea All questions must be answered,•use NA"tja/�ptplieable Name of City project: �eSi ✓r4-I G 1 QJ I''I a l.C'trvl,pA rq rt A joins vena ne form must be completed oh mO project UP/Bid/Purchasin@;Number: 1.Joint venture information: Joint Venture Name , I /, ,^,�� � � (�G U, ���r i•� � Joint Venture Address ! INS r/ I' of applicable) /v Sy , 2t l�e/2.s J C/C, l�Q fq2+ 0,,)2 f 76m Telephone tl)- 75,9-9j7s Facsimile: E-mail address: Cellular:?l 7-3,07- 91,y 1 9'17-759-131? russet ro,4ro Identify the firms that comprise the joint venture: Please attach extra sheets If addlBonal space Is required to provide detailed explenebm of wort to be peftmed by each firm comprising the Joint ve"Wre M/WBE Firm Non-M/WBE Q same: e- els° R U firm name: f C.N 1�L1 Bq Address: Business Address: T-1. N: . P. -s z, Diz Ela 1 Tut f+le eek c�4 Ci ,start,zip: C' ,state,zip: � WOP-4, 1 K -76 (1 I L,)M i, i Tic `76116 Telephone Facsimile Email Telephone Facs mile itT=7s91.6.7 117- 817--73a-3,4s6 Cellular Cellular 81-7- 73a-087 17.30 $1)-319 -2952- Certification Sts E-mail ads (� a % ' Name of Certifying Agency: 2.Scope of work performed by the Joint Venture: Describe the scope of work of the MIWBE: Describe the scope of work of the non-MMBE: Dokftd:3 Delated-22 Rev._/.:r/03 �I J _V-- Pape 2 of 3 3.What is the percentage of M/WBE participation on this joint venture that you wish to be counted toward meeting the project goal? �D7• S` 'v 4.Attach a copy of the joint venture agreement. 5.List components of ownership of joint venture:(Do not complete if this information is described in joint venture agreement) Profit and loss sharing: S e t✓ �Vr f�Z✓1nQ11� �� c�. Capital contributions,including equipment: 3.V (e�Yticr1 G C Other applicable ownership interests: tV O 1J V- 6. •6.Identify by name,race,sex and firm those individuals(with titles)who are responsible for the day-to-day management and decision making of the joint venture: Financial eu,,.e;,uns � (to u�hAe Acco=Payable and Receivable): Management decisions: _ '�yCA-Ex a. Estimating , --- --------------------- b. Marketing and Sales L j c. Hiring and Firing of management personnel ---------------------------------------------- d. Purchasing of major equipment and/or supplies Supervision of field operations Yr_- w JA-V— WV\.k — G The City's Minority and Women Business Enterprise Office will review your joint venture submission and will have final approval of the M/WBE percentage applied toward the goal for the project listed on this form. NOTE: From and after the date of project award,if any of the participants,the individually defined scopes of work or the dollar amounts/percentages change from the originally approved information, then the participants must inform the City's MNVBE Office immediately for approval. Any unjustified change or deletion shall be a material breach of contract and may result in debarment in accord with the procedures outlined in the City's MMIBE Ordinance. Deleted: i Deleted:3 Deleted:22 Rev.-t.:_103 'I J V Pa e3of3 AFFIDAVIT The undersigned affirms that the foregoing statements are true and correct and include all material information necessary to identify and explain the terms and operation of the joint venture. Furthermore,the undersigned shall agree to provide to the joint venture the stated scope of work, decision-making responsibilities and payments herein. The City also reserves the right to request any additional information deemed necessary to determine if the joint venture is eligible. Failure to cooperate and/or provide requested information within the time specified is grounds for termination of the eligibility process. The undersigned agree to permit audits,interviews with owners and examination of the books,records and files of the joint venture by any authorized representatives of the City of Fort Worth. Failure to comply with this provision shall result in the termination of any may be awarded under the provisions of this joint Deleted:contract which venture's eligibility and may initiate action under Federal, State and/or Local laws/ordinances concerning false statements or willful misrepresentation of facts. Name of MAVBE firm Name of non-MAYBE firm Ve k 6 Name of owner Prmted Name of Owner k S' f owner Signature of Pilhiid Name of Owner PrrwNarne of Owner Signature of owner Signature of owner T e Dam Date (3ZI a Notarization State of County of On this day of--\an 20 before me appeared and al� to me personally known and who,being duly sworn,did execute the foregoing affidavit and did state that they were properly authorized to execute this affidavit and did so as their free act and deed. ES Notary Publicc::)� frw_)�% v ,•p fir., ��. Notary Public y Signature •y �` Commission Expires RE_',� :3 \X'`Deleted:22 ��rurlm Rev. 1 /03 The Work Group and Joseph Paul Sturiale Joint Venture Agreement The following agreement is between The Work Group, Inc., hereafter referred to as The Work Group, and Joseph Paul Sturiale, hereafter referred to as JPS. This agreement establishes a joint venture entity, hereafter known as The Work Group and Joseph Paul Sturiale, to fulfill a contract, hereafter known as the Contract, with the City of Fort Worth, hereafter known as the City, to plan and execute a marketing and public information program to fulfill the City's Residential Recycling Campaign to Combat Contaminated Recycling Materials(DEMO5-09: RECYC-EDU), hereafter referred to as the Campaign. All elements of this Joint Venture Agreement are restricted solely to the elements and activities directly related to the Contract. The Work Group and JPS agree to cooperate as needed to provide the following services and products to the City: • Strategic planning to establish the Plan of Action for the Campaign; • Counsel on the creative aspects of the Campaign; • Coordination of activities, initiatives and production to promote the effective and efficient execution of the Campaign and the administrative responsibilities described in the Contract; • Support services needed to execute the projects and initiatives of the Campaign; • Counsel to assist the City to provide the services and meet its responsibilities described in the Contract; and • Reports, invoices, supporting documentation and related information required by the Contract. Under this Joint Venture Agreement, The Work Group will be responsible for providing to the City invoices with supporting documentation on behalf of the joint venture entity. The provision of these documents, information and invoices by The Work Group, which will be acting on behalf of the joint venture entity, will not impair or preclude the right of The Work Group and/or JPS to individually provide documents, information and invoices directly to the City or to directly receive compensation related to these invoices and documents from the City. The Work Group agrees to provide individually: • Services and products related to the advertising portions of the Campaign, • Services and products related to the direct marketing portions of the Campaign; • Creative and/or production services related to public information and community relations portions of the campaign. The only exception(s)to this clause will be graphics, information materials and presentation pieces that The Work Group and JPS mutually agree can be produced by other entities; • Media planning, negotiating and/or purchasing services related to advertising schedules, as defined by the Contract; and • All products, services and materials defined in the Contract as being the responsibility of The Work Group. JPS agrees to provide individually: • Services and products related to the public information portions of the Campaign; • Services and products related to the internal communications portions of the Campaign; • Services and products related to the media relations portions of the Campaign; • Services and products related to the community relations portions of the Campaign; • All products, services and materials defined in the Contract as being the responsibility of JPS. Joint& Individual Financial Responsibilities The Work Group, acting on behalf of the joint entity, agrees to provide the City with documentation and invoices related to the Campaign. The schedule, format and content for providing this information are defined in the Contract. The Work Group and JPS reserve the right to individually invoice and receive payment from the City for charges, time and/or activities incurred in the planning and execution of their joint and individual responsibilities. The terms and details of these activities are defined in the Contract and/or in this agreement. Effective Date of this Agreement This Joint Venture Agreement will become effective on the date on which the Contract becomes effective. Agreed to: On h f of e or Group: ussel CeBallos, President Date On behalf of Joseph Paul,.*riale L v / Jiseph Paul Sturiale Date v 2 Effective Date of this Agreement This Joint Venture Agreement will become effective on the date on which the Contract becomes effective. Agreed to: On b if70e rk Grou Russel Cella los, President Date On behalf of Joseph Paul SWriale _ l 9 06 Jo Paul Sturiale Da 3 CITY OF FORT WORTH RESIDENTIAL RECYCLING CAMPAIGN TO COMBAT CONTAMINATED RECYCLING MATERIALS Project Number DEM05-09:RECYC-EDU REVISED MARKETING PLAN Submitted December 9, 2005 THE W*-RK ADVERTISING & DESIGN CONTENTS ADVERTISING PLAN page 3 ADVERTISING CAMPAIGN TIMELINE page 13 ADVERTISING COST ESTIMATE page 14 PUBLIC RELATIONS PLAN page 16 PUBLIC RELATIONS COST ESTIMATE page 22 JW ADVERTISING PLAN Overview In order to meet the City's aggressive goals for reducing contamination in the recycling carts from 40%to 15%within a two-year period, The Work Group proposes the following marketing strategy. 1) Focus on the financial benefits of eliminating contamination from the recycling cart. Give consumers a strong What's In It For Me (WIFM)by relating those financial benefits to their own pocketbook. 2) Don't rely solely on neighborhoods where contamination is greatest to provide the aggressive drop in recycling contamination sought by the City. We feel that, though these routes represent a large part of the problem, they also represent the group that will be the most difficult to sway through an education campaign. 3) The Work Group recommends a combination of mass media reaching the entire Fort Worth population supported by targeted marketing to problem neighborhoods. 4) Don't just say no: give people an alternative to contamination of the recycling cart. The Work Group will help the City locate sponsors who will accept recyclable items that don't go into the recycling cart. We will approach companies such as Wal-Mart to support a program to return plastic bags, and Comet Cleaners to accept metal hangers. 5) Implement an educational tool at the point of contamination: the cart itself. ADVERTISING STRATEGY We propose a two-pronged approach that utilizes mass media to reach a city-wide audience, while employing targeted communications to change behavior in specific areas where recycling contamination is highest. 1. Mass Marketing Cable Television Cable television allows you to advertise in prime time, cherry-pick neighborhoods in which your spots will appear,target your audience demographically, and reach an audience base that spends less and less time reading and more time in front of the TV set —all for as little as $20 a spot! Cable television is an effective way to reach both English- speaking and Spanish-speaking audiences in Fort Worth. Media Recommendations: The Discovery Channel,ESPN, E Entertainment Channel, Lifetime, Turner Classic Movies and TBS. Radio Sponsorships of traffic reports,news, weather, etc. will increase message credibility, are surprisingly affordable, and reach an audience already inclined to listen. Media Recommendations: KESS 107.9, THE WOLF 99.5, AMOR 107.1, KLUV 98.7, KZPS 92.5, ESPN Espanol and selected other Hispanic networks Newspaper While newspaper readership is rapidly dropping, it remains an effective tool for reaching those adults who may be most inclined to react favorably to your recycling message. Newspaper is traditionally the best medium for an education message. Media Recommendations: Selected Zoned Editions of the Fort Worth Star-Telegram, La Vida The Black Voice, and neighborhood publications. Church Bulletins Advertising in local church bulletins is an inexpensive way to reach a wide audience who will be inclined to respond favorably to our recycling message. Media Recommendations: target 15 churches 2. Targeted Marketing Cart Sticker We believe that the best opportunity to reduce contamination is at the point of disposal: the recycling cart. We propose that a sticker be placed on the top of the cart that clearly tells the user what is and what is not acceptable. The Work Group has sourced a vendor to apply stickers to recycling carts throughout the city on regular trash days. We believe that, long-term, stickers on the recycling cart will be more effective than pamphlets,booklets or refrigerator magnets in helping citizens to know what items are acceptable for the recycling cart. Outdoor 30-sheet billboards and bus benches allow us to bring our message to targeted neighborhoods, while reinforcing TV and radio messaging. We propose a series of three boards, in English and Spanish, that will rotate throughout neighborhoods where recycling cart contamination is the biggest problem. Media Recommendation: 10 boards to be strategically rotated throughout problem neighborhoods Doorhangers Doorhangers will enable us to "drill down"to specific streets along the city's problem routes. A perforated card at the bottom of the doorhanger will provide a list of accepted recyclables that citizens can keep on their refrigerator to remind them. Direct Mail Inexpensive direct mail postcards will be used to target homes around participating sponsors such as Wal-Mart or Comet Cleaners who will provide alternative recycling choices for plastic bags and hangers. v ADVERTISING PROGRAM COST ESTIMATE YEAR ONE Plan Development $2,000.00* Consultation Services $10,000.00* Slogan $800.00 Photoshoot $3,600.00 Television Spot $25,517.00 Radio Sponsorship Script $500.00 Billboard(2 English, 2 Spanish) $2,474.00 Church Bulletin Ad $1,224.00 Direct Mail(1 design) $1,015.00* Newspaper Ads (2 English, 1 Spanish) $2,732.00 Media Plan $4,000.00 Bingo Game Prototypes $3,084.00 Cart Sticker $832.00 Annual Report $1300.00 Media Kit $4300.00 Truck Signs $500.00 Doorhanger $2,984.00 Total Year One $66,862.00 YEAR TWO Plan Development $2,000.00 Newspaper Ads (2 English, 1 Spanish) $2,732.00 Radio Sponsorship Script $500.00 Billboard(2 English, 2 Spanish) $2,474.00 Media Plan $4,000.00 Consultation Services $5,000.00 Total Year Two $16,706.00 ADVERTISING TIMELINE Quarter 1 Conduct Research of Recycling Programs in 10-20 Cities Evaluate Data Received from Research Develop Comprehensive Marketing Plan for Recycling Messaging Development of Bingo Game Prototypes Quarter 2 Testing of Bingo Game Prototypes Concept and Creative Development of Print and Broadcast Materials Development of Media Plan Produce Billboards Bingo Games Go Into Production Sponsors approached to support Plastic Bags and Hangers Recycling Program Production of Broadcast and Print Materials Broadcast and Print Advertising Breaks Begin PR Blitz Quarter 3 Doorhangers and Direct Mail Break Continue PR uarter 4 Continue PR Evaluate Progress Quarter 5 Re-evaluate the plan Continue PR uarter 6 Revise ads Revise Billboards Continue PR Quarter 7 Quarter 8 Check results PUBLIC RELATIONS PLAN Joseph Paul Sturiale, APR 5121 Turtle Creek Court Fort Worth, TX 76116 817-732-3456 (0)/817-732-6787(0/817-319-2852 (c) paul@thepaologroup.com City of Fort Worth Recycling Cart Contamination Education Program Project Description/Public Relations/Scope of Work Summary The ultimate goal of the PR portion of the information/marketing program is to assist in reducing the recycling contamination rate during the next two years from nearly 40% to 15% or less. To do this, the overall program must create a significant change in how citizens use their recycling bins. Consumers often include contaminating items in their recycling bins because they do not have the information needed to differentiate between items that are and are not appropriate to include in the carts. And even if they know the difference, they sometimes do not comply with the guidelines because they are not sufficiently motivated to do so. We believe that many citizens will comply if they have the correct information conveniently located at the point where and when they make decisions about recyclables. We also believe that another segment of citizens will comply if they have the proper motivation to do so. A significant amount of the desired reduction can be achieved by influencing citizens in the areas of the city that produce the most contamination We can accomplish this by designing the PR portion of the program so that we provide both general and targeted support to the overall media campaign. Thus, we will operate a two-part program: • A general media campaign that reaches all members of the community with information and newsworthy items to encourage recycling • A concentrated information program in the top areas of contamination, as defined by contamination citations along recycling routes. Because of the geography of the routes, the program will tend to focus in areas with high Hispanic and African-American populations. We will weight our outreach program toward females in the target groups. Informal research indicates that the female members of the households are most likely to be involved in separating materials for the recycling program. We believe that we can be most effective if we concentrate our educational program on these people because they are most likely to be the decision-makers. We will touch these females through direct contact with their civic, social, religious and/or community groups. Our M/WBE contractors will make presentations to the groups, host discussions on recycling and deliver take-aways to them so that they will have information items within their homes that remind them of the importance of recycling correctly and provide guidelines to help them comply with the City's program. The nature of the presentations and take-aways will be determined in consultation with City staff and experts on the target communities. By mixing our general PR efforts with a focused outreach program, we can emphasize the importance of recycling to the citizens of the entire community while still concentrating on the households that contain the highest rates of offenders. The Program Strategy: We will create an information/community relations program that influences household behavior through two methods: • Making citizens' decisions easier by providing information that will help to bridge the gap between the points of information and decision • Motivating members of the household to comply with City guidelines Target Audience: Based on City research, the primary audience for the targeted portions of the program is adult citizens in Fort Worth who speak either English or Spanish and who live in households valued at$100,000 or less. These adults fall into four categories: • Citizens who are deeply committed to recychng/environmental issues • Citizens who generally comply with program guidelines because they have a favorable view of recycling. • Citizens who have a favorable view of recycling and who are less motivated to comply,but who will comply if they understand the program better and have adequate motivation when they address recycling opportunities. • Citizens who are adamant against participating in the program. We will focus our PR efforts in the first year on those in the second and third categories because they represent the best opportunity for short-term change in behavior. These adults will be segmented and prioritized based on their location. Messages: Our messages will mirror those used in the advertising/media campaign. The propositions in the messages are: • Value position: Recycling correctly will create lower rates • Penalty position: Recycling incorrectly may mean fines/punitive actions • Moral position: Recycling is the right thing to do. Creative Theme: The PR translation of the campaign theme will be developed in conjunction with the advertising agency. The Pro-Active Outreach Program: We will reach adults through general information vehicles such as news media, group presentations, special events, and educational programs. For the general portion of the program, we will target them through venues such as news stories in general and target media, items in City information vehicles such as City Times, The City Page and the Website, and articles in their neighborhood publications. We will support these efforts and the overall advertising campaign with presentations to neighborhood civic and social groups, and special events like parades and civic events. We also will reach minority citizens through activities included in adult ESL education programs. As part of this effort, our M/WBE subcontractors will use their contacts within the Hispanic and African-American communities to schedule and present programs on recycling. Their targets will include neighborhood associations, and civic, religious, business and cultural groups. We propose to involve two M/WBE specialists who are well experienced with local ethnic media and who have firm ties within the African-American and Hispanic communities. The responsibilities for the M/WBE contractors include: • Assisting in identifying minority-oriented media for inclusion in the project media list • Assisting in preparing news and background materials —for use in ethnic media — that reflect the sensitivities of the target groups • Pitching stories to ethnic print/electronic media that serve the Fort Worth market. Each contractor will be responsible for pitching stories to these media and, where appropriate, to attend media interviews to assist City staff in the media process. Each contractor will be responsible for a minimum of three story pitches/contacts with each media outlet during the initial year of the program. • Assisting in creating a list of civic, social,business and religious groups for the target community group list • Assisting in developing a presentation for the Hispanic and African- American fricanAmerican target groups • Serving as a liaison to these groups to promote the distribution of information to their members. Each M/WBE contractor will be responsible for a minimum of three contacts with each target group during the initial year of the program. • Scheduling presentations at group functions • Making presentations or assisting alternate presenters • Providing timely written updates of their activities and progress. The timetable for these contacts will be established in conjunction with City staff. Part of the minority-oriented portion of the PR program will be incorporated into the responsibilities involved in administering and executing the overall program. Based on this assumption,Joseph Paul Sturiale's program-related responsibilities include: • Administration and operations management of the PR portion of the program, including filing project updates in a timely manner. The frequency and format of these reports will be developed in cooperation with City staff • Client meetings • Providing PR counsel to City staff and The Work Group as appropriate • Coordinating with and assisting The Work Group to develop the program's overall strategic approach and messages • Assisting The Work Group to coordinate creative advertising and public relations materials so that all aspects of the program are consistent and reinforce the central messages and positioning • Serving as a liaison with subcontractors • Developing the overall media target lists • Developing the overall community group target list • Developing the information pieces for the media kit • Producing the media kit • Planning and executing media relations with the general electronic/print media. This includes pitching a minimum of six stories to a minimum of six media outlets that serve Fort Worth. During the first year of the PR effort, we will accomplish the following items (which, in turn, should influence citizens to reduce their amount of recycling contamination by complying with the City's recycling guidelines): • Raise citizens' awareness of/knowledge about the benefits of recycling and the consequences of not recycling correctly • Reinforce the importance of recycling correctly • Provide a direct delivery of information materials into citizens' hands • Provide a very important sense of legitimacy for the recycling effort through the implied/overt endorsement of recycling by the event- sponsoring organizations Bingo Recyclin! Game Testing Summary The bingo-style game could be an important tool in the overall education of citizens about correct and incorrect recycling materials. It can be used as a stand-alone component of the City's general educational activities or as a tool that educational groups can use for children and/or adults in English as a Second Language (ESL) classes. Working in conjunction with the advertising agency,we will conduct testing of the agency's prototype, then coordinate with the agency to refine the game design according to the feedback and test results. We will conduct the tests with groups that reflect the targets established by the City and the advertising agency. Development& Testing Process The process will involve: • Working with City staff and agency account personnel on the content and logistics of the game; • Testing the prototype with appropriate audiences; • Providing a written summary of the test results with appropriate comments and recommendations; and • If appropriate, refining parts of the game based on the test results. Testin We would like to reserve the number of tests for the prototype as a point of discussion with the City. For example, we may agree that it is best to test the game with select target groups, including the attendees at several ESL classes or at community recreation centers in our target areas. But the number of tests in different or same environments should be mutually agreed upon by all participants in the process. Timeline Task Due Date Contract awarded Mid-December Prototype testing From prototype development to mid-January Multicity Research Proiect Summary We will conduct a multicity telephone survey to compare Fort Worth's recycling contamination problem to U.S. cities having a population of 300,000+ in the Southern and Southwestern sections of the country that collect recycling materials by means of a weekly, curbside, single-stream recycling program. The scope of work of this project will involve: • Qualifying a list of cities to identify which ones meet the criteria; • Identifying the primary contact person in each city; • Working with City staff to develop up to 10 questions; • Conducting the survey; and • Creating a summary of results. The summary will include a narrative describing the project, the process involved in executing the project and the results. The narrative will be accompanied by supporting Excel spreadsheets. Estimated costs for conducting the survey will vary based on the number of cities involved. The final number of cities will be negotiated with the City as part of the parameters of the survey. Representative costs for different numbers of cities include: • 10 cities: $1,400 • 15 cities: $1,700 • 20 cities: $2,000 Budget Cost Estimate for Two-Year Public Relations Campaign This is an all-inclusive budget that reflects a "turn-key" fee that covers all public relations contractor time for consulting with City staff and/or with outside agencies, subcontractors and service providers. It also covers all time involved by subcontractors involved in the execution of their responsibilities and consulting with the contractor and City staff as part of those responsibilities. It also covers all time involved in developing strategy, development of public relations-related materials, and all time spent with the advertising agency coordinating messages, materials and activities. The only exceptions to the costs related to the items described above are the costs that the City has said that it will provide in the RFP for this project (DEMOS-09: RECYC-EDU). The proposed budget for Year One of this project includes: Administration $18,000 Public Relations program management 10,800 Administrative support 1,200 Client/Agent meetings 2,000 Plan development 2,000 Logistical coordination 1,100 Out-of-pocket expenses (12 mo.@$75 p.m.) 900 (Couriers, long distance telephone calls, copies, faxes, etc.) Creative Design, Production & Talent $5,000 Strategy development 1,000 Art design &production (includes revisions)for information pieces 500 Presentation development (includes women's take-away content) 2,500 Photographylgraphics 1,000 Public Relations 35,500 Special event/program launch announcement 1,000 Media list development 500 Media relations 4,500 Editorial production 1,500 (Includes in-house City publications& information vehicles) Media kit development &production 1,000 Coordination with City and Council officeholders and staff 1,000 Community liaison services/African-American 13,000 V Community liaison services/Hispanic 1 � .......... ll Research (Based on 20-city list) 2,000 Assemble and qualify target list 250 Conduct survey 800 Create report (narrative &Excel spreadsheet) 400 Presentation of data to City staff 400 Out-of-pocket expenses 150 (Long distance telephone calls, faxing, copying, etc.) Game Testing (Assumes multiple test audiences) $2,500 Audience selection and management 1,500 Audience incentives 500 Test administration 500 Miscellaneous expenses/contingency 7,500 Budget for Year One $70,500 The proposed budget-for Year Two of this project includes: Administration $16,100 Program management 9,600 Administrative support 1,200 Client/Agency meetings 2,400 Plan development 2,000 Out-of-pocket expenses (12 mo.®$75 p.m.) 900 (Couriers, long distance telephone calls, faxes, etc.) Public Relations 32,000 Strategy&planning 2,500 Media list refinement 500 Media relations 3,500 Editorial production 1,000 (Includes in-house City publications &information vehicles) Media kit updating 500 Community liaison services/African-American 12,000 Community liaison services/Hispanic 12,000 Miscellaneous expenses/contingency 7,500 Total budget for year two: $55,600 Year one budget: $70,500 Year two budget: $55,600 Total potential budget: $126,100 Total M/WBE-allocated funds/Years One & Two: 64% Summary of Costs Chart: Two-Year Public Relations Campaign Campaign Cost Estimate Time Estimate Year One $70,500 Upon approval of Mayor/City Council Administrative, Creative to September 30, 2006 Development, Production, Public Relations, Miscellaneous Year Two $55,600 October 1, 2006 - Continue Public Relations Program, September 30, 2007 Refine Strategy and Materials, Evaluate Program Effectiveness Joseph Paul Sturiale Public Relations Management Hourly rates: Administration/planning: $50.00 Writing and editing: $60.00 Media relations: $75.00 Creative $85.00 On-site special event management: $90.00