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PROFESSIONAL SERVICES AGREEMENT
This PROFESSIONAL SERVICES AGREEMENT ("Agreement") is made and
entered into by and between the CITY OF FORT WORTH(the"City"),a home rule municipal
corporation organized under the laws of the State of Texas, and PAVLOV ADVERTISING,
LLC ("Consultant"), a Texas limited liability company. City and Consultant are each
individually referred to herein as a"party"and collectively referred to as the"parties."The term
"Consultant" shall include the Consultant, its officers, agents, employees, representatives,
contractors or subcontractors. The term "City" shall include its officers, employees, agents, and
authorized representatives.
1. Scope of Services.
Consultant hereby agrees, with good faith and due diligence, to provide the City with
professional services for development of a branding strategy to promote the City in its initiative to
foster and promote economic development. Consultant has proposed a framework for initial
development and rollout of such a branding strategy, which proposal is attached hereto as Exhibit
"A"and incorporated herein for all purposes. In order to initate this project,the City wishes to engage
Consultant to develop and deliver a fast-track brand platform, which is more specifically described
in Exhibit "A" under the title "Fast-Track Brand Platform Development: Ideas that Transform",
which includes Steps 1,2, 3 and the Collaborative Branding/Messaging Workshop, as outlined in the
proposal of Exhibit"A" on pages 15-18 (collectively,the "Branding Platform"). Once Consultant
delivers and the City has accepted the Branding Platform,the City and Consultant shall work together
to determine what further services listed in the proposal attached as Exhibit"A"that the City wishes
Consultant to undertake(the"Added Services"). The scope,cost,and invoicing details of the Added
Services must mutually be agreed to and expressed in writing, signed by an authorized representative
of each party, and added as a supplemental exhibit to this Agreement. All work performed by
Consultant under this Agreement shall hereinafter be referred to as the "Services". Consultant shall
perform the Services in accordance with standards in the industry for the same or similar services. In
addition, Consultant shall perform the Services in accordance with all applicable federal, state, and
local laws, rules, and regulations. If there is any conflict between this Agreement and Exhibit "A",
the terms and conditions of this Agreement shall control.
2. Term.
This Agreement shall become effective on the date as of which both parties have executed
it ("Effective Date") and shall expire on September 30, 2020 ("Expiration Date"), unless
terminated earlier in accordance with the provisions of this Agreement or extended by the parties
pursuant to an amendment to this Agreement that is lawfully executed by both parties.
OFFICIAL RECORD
Pavlov Advertising,LLC CITY SECRETARY
Professional Services Agreement—Economic Development Branding Strategy
Page IFT, 01ORTH, TX
3. Compensation.
The City shall pay Consultant $12,500.00 for development and delivery of the Branding
Platform,which amount shall be payable in full within 30 calendar days following completion of
the Collaborative Branding/Messaging Workshop outlined on page 18 of the proposal attached as
Exhibit "A." The City will pay for the Added Services in accordance with the supplemental
exhibit developed for this Agreement in accordance with Section 1. Notwithstanding anything to
the contrary herein,in no event will the City be liable for payment to Consultant for any Services
under this Agreement, including the Branding Platform and the Added Services, in excess of a
total of $60,000.00. Consultant shall not perform any additional Services for the City not
specified by this Agreement unless the City requests and approves in writing the additional costs
for such Services. Notwithstanding anything to the contrary in]Exhibit"A", the City shall not be
liable for any additional expenses of Consultant not specified by this Agreement unless the City
first approves such expenses in writing and the City Council appropriates sufficient funds for that
purpose.
4. Termination.
4.1. Convenience. Either the City or Consultant may terminate this Agreement at any time and
for any reason by providing the other party with 30 days written notice of termination.
4.2 Breach. If either party commits a material breach of this Agreement, the non-breaching
Party must give written notice to the breaching party that describes the breach in reasonable detail.
The breaching party must cure the breach ten (10) calendar days after receipt of notice from the
non-breaching party, or other time frame as agreed to by the parties. If the breaching party fails
to cure the breach within the stated period of time, the non-breaching party may, in its sole
discretion, and without prejudice to any other right under this Agreement, law, or equity,
immediately terminate this Agreement by giving written notice to the breaching party.
4.3 Fiscal Funding Out. In the event no funds or insufficient funds are appropriated by the City
in any fiscal period for any payments due hereunder, the City will notify Consultant of such
occurrence and this Agreement shall terminate on the last day of the fiscal period for which
appropriations were received without penalty or expense to the City of any kind whatsoever,except
as to the portions of the payments herein agreed upon for which funds have been appropriated.
4.4 Duties and Obligations of the Parties. In the event that this Agreement is terminated prior
to the Expiration Date, the City shall pay Consultant for Services actually rendered up to the
effective date of termination and Consultant shall continue to provide the City with Services
requested by the City and in accordance with this Agreern ant up to the effective date of
termination. Upon termination of this Agreement for any reason, Consultant shall provide the City
with copies of all completed or partially completed documents prepared under this Agreement. In
the event Consultant has received access to City information or data as a requirement to perform
Services hereunder,Consultant shall return all City provided data to the City in a machine readable
format or other format deemed acceptable to the City and certify that all City data has been
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Professional Services Agreement—Economic Development Branding Strategy
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removed from Consultant's computers and other electronic devices.
5. Disclosure of Conflicts and Confidential Information.
5.1 Disclosure of Conflicts. Consultant hereby warrants to the City that Consultant has made
full disclosure in writing of any existing or potential conflicts of interest related to Consultant's
Services under this Agreement. In the event that any conflicts of interest arise after the Effective
Date of this Agreement, Consultant hereby agrees immediately to make full disclosure to the City
in writing.
5.2 Confidential Information. The City acknowledges that Consultant may use products,
materials, or methodologies proprietary to Consultant. The City agrees that Consultant's
provision of Services under this Agreement shall not be grounds for the City to have or obtain
any rights in such proprietary products, materials, or methodologies unless the parties have
executed a separate written agreement with respect thereto. Consultant, for itself and its officers,
agents and employees, agrees that it shall treat all information provided to it by the City ("City
Information") as confidential and shall not disclose any such information to a third party without
the prior written approval of the City.
5.3 Unauthorized Access. Consultant shall store and maintain City Information in a secure
manner and shall not allow unauthorized users to access,modify,delete or otherwise corrupt City
Information in any way. Consultant shall notify the City immediately if the security or integrity
of any City information has been compromised or is believed to have been compromised, in
which event,Consultant shall, in good faith, use all commercially reasonable efforts to cooperate
with the City in identifying what information has been accessed by unauthorized means and shall
fully cooperate with the City to protect such information from further unauthorized disclosure.
6. Right to Audit.
Consultant agrees that the City shall, until the expiration of three (3) years after final
payment under this Agreement, have access to and the right to examine at reasonable times any
directly pertinent books, documents, papers and records of the Consultant involving transactions
relating to this Agreement at no additional cost to the City. Consultant agrees that the City shall
have access during normal working hours to all necessary Consultant facilities and shall be
provided adequate and appropriate work space in order to conduct audits in compliance with the
provisions of this section. The City shall give Consultant not less than 10 days written notice of
any intended audits.
7. Independent Contractor.
It is expressly understood and agreed that Consultant shall operate as an independent
contractor as to all rights and privileges granted herein, and not as agent, representative or
employee of the City. Subject to and in accordance with the conditions and provisions of this
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Professional Services Agreement—Economic Development Branding Strategy
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Agreement, Consultant shall have the exclusive right to control the details of its operations and
activities and be solely responsible for the acts and omissions of its officers, agents, servants,
employees, contractors and subcontractors. Consultant acknowledges that the doctrine of
respondeat superior shall not apply as between the City, its officers, agents, servants and
employees, and Consultant, its officers, agents, employees, servants, contractors and
subcontractors. Consultant further agrees that nothing herein shall be construed as the creation
of a partnership or joint enterprise between City and Consultant. . It is further understood that the
City shall in no way be considered a Co-employer or a Joint employer of Consultant or any
officers, agents, servants, employees or subcontractors of Consultant. Neither Consultant, nor
any officers, agents, servants, employees or subcontractors of Consultant shall be entitled to any
employment benefits from the City. Consultant shall be responsible and liable for any and all
payment and reporting of taxes on behalf of itself, and any of its officers, agents, servants,
employees or subcontractors.
8. Liability and Indemnification.
CONSULTANT SHALL BE LIABLE AND RESPONSIBLE FOR ANY AND ALL
PROPERTY LOSS, PROPERTY DAMAGE ANDIOR PERSONAL INJURY, INCL UDING
DEATH, TO ANY AND ALL PERSONS, OF ANY KIND OR CHARACTER, WHETHER
REAL OR ASSERTED, TO THE EXTENT CAUSED BY THE NEGLIGENT ACTS) OR
OMISSION(S), MALFEASANCE OR INTENTIONAL MISCONDUCT OF CONSULTANT,
ITS OFFICERS,AGENTS, SERVANTS OR EMPLOYEES.
CONSULTANT COVENANTS AND AGREES TO, AND DOES HEREBY,
INDEMNIFY,HOLD HARMLESS AND DEFEND THE CITY, ITS OFFICERS,AGENTS,
SERVANTS AND EMPLOYEES, FROM AND AGAINST ANY AND ALL CLAIMS OR
LAWSUITS FOR EITHER PROPERTY DAMAGE OR LOSS (INCLUDING ALLEGED
DAMAGE OR LOSS TO CONSULTANT'S BUSINESS AND ANY RESULTING LOST
PROFITS) ANDIOR PERSONAL INJURY, INCLUDING .DEATH, TO ANY AND ALL
PERSONS, OF ANY KIND OR CHARACTER, WHETHER REAL OR ASSERTED,
ARISING OUT OF OR IN CONNECTION WITH THIS AGPEEMENT, TO THE EXTENT
CAUSED BY THE NEGLIGENT ACTS OR OMISSIONS OR MALFEASANCE OF
CONSULTANT,ITS OFFICERS,AGENTS,SERVANTS OR EMPLOYEES.
9. Assignment and SubcontractinE.
Consultant shall not assign or subcontract any of its duties,obligations or rights under this
Agreement without the prior written consent of the City. If the City grants consent to an
assignment,the assignee shall execute a written agreement with the City and the Consultant under
which the assignee agrees to be bound by the duties and obligations of Consultant under this
Agreement. The Consultant and Assignee shall be jointly liable for all obligations under this
Agreement prior to the assignment. If the City grants consent to a subcontract, the subcontractor
shall execute a written agreement with the Consultant referencing this Agreement under which
the subcontractor shall agree to be bound by the duties and obligations of the Consultant under
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Professional Services Agreement—Economic Development Branding Strategy
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this Agreement as such duties and obligations may apply. The Consultant shall provide the City
with a fully executed copy of any such subcontract.
10. Insurance.
10.1 The Consultant shall carry the following insurance coverage with a company that is
licensed to do business in Texas or otherwise approved by the City:
I. Commercial General Liability with a combined limit of not less than $1,000,000 per
occurrence.
2. Automobile Liability Insurance with a combined limit of not less that $1,000,000 per
occurrence.
3. Professional Liability (Errors & Omissions) in the amount of $1,000,000 per claim and
$1,000,000 aggregate limit.
4. Statutory Workers' Compensation and Employers' Liability Insurance requirements per the
amount required by statute, if applicable.
5. Any other insurance as required by City in writing.
10.2 General Insurance Requirements:
1. All applicable policies shall name the City as an additional insured thereon, as its interests
may appear. The term City shall include its employees, officers, officials, agents, and
volunteers in respect to the contracted Services.
2. The workers' compensation policy shall include a Waiver of Subrogation (Right of
Recovery) in favor of the City of Fort Worth.
3. A minimum of Thirty (30) days notice of cancellation or reduction in limits of coverage
shall be provided to the City. Ten(10) days notice shall be acceptable in the event of non-
payment of premium. Notice shall be sent to the Risk Manager, City of Fort Worth, 1000
Throckmorton, Fort Worth, Texas 76102, with copies to the City Attorney at the same
address.
4. The insurers for all policies must be licensed and/or approved to do business in the State
of Texas. All insurers must have a minimum rating of A-VII in the current A.M. Best Key
Rating Guide, or have reasonably equivalent financial strength and solvency to the
satisfaction of Risk Management. If the rating is below that required, written approval of
Risk Management is required.
5. Any failure on the part of the City to request required insurance documentation shall not
constitute a waiver of the insurance requirement.
6. Certificates of Insurance evidencing that the Consultant has obtained all required insurance
shall be delivered to the City prior to Consultant proceeding with any work pursuant to this
Agreement.
11. Compliance with Laws, Ordinances, Rules and Rep-ulations.
Consultant agrees to comply with all applicable federal, state and local laws, ordinances,
rules and regulations. If the City notifies Consultant of any violation of such laws, ordinances,
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Professional Services Agreement—Economic Development Branding Strategy
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rules or regulations, Consultant shall immediately desist from and correct the violation.
12. Non-Discrimination Covenant.
Consultant, for itself, its personal representatives, assigns, subcontractors and successors
in interest,as part of the consideration herein,agrees that in the performance of Consultant's duties
and obligations hereunder, it shall not discriminate in the treatment or employment of any
individual or group of individuals on any basis prohibited by law. If any claim arises from an
alleged violation of this non-discrimination covenant by Consultant, its personal representatives,
assigns, subcontractors or successors in interest, Consultant agrees to assume such liability and to
indemnify and defend the City and hold the City harmless front such claim.
13. Notices.
Notices required pursuant to the provisions of this Agreement shall be conclusively
determined to have been delivered when (1) hand-delivered to the other party, its agents,
employees, servants or representatives, (2) delivered by facsimile with electronic confirmation
of the transmission, or (3) received by the other party by United States Mail, registered, return
receipt requested, addressed as follows:
TO THE CITY:
City of Fort Worth
Attn: Robert Stums
Economic Development Director
1150 South Freeway
Fort Worth TX 76104
with a copy to the City Attorney
at:
200 Texas St.
Fort Worth, TX 76102
TO CONSULTANT:
Pavlov Advertising,LLC
Attn: Claire Armstrong
3017 West 7th Street
Fort Worth, TX 76107
14. Solicitation of Employees.
Neither the City nor Consultant shall, during the term of this Agreement and additionally
for a period of one year after its termination, solicit for employment or employ, whether as
employee or independent contractor,any person who is or has been employed by the other during
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Professional Services Agreement—Economic Development Branding Strategy
Page 6
the term of this Agreement, without the prior written consent of the person's employer. This
provision shall not apply to an employee who responds to a general solicitation or advertisement
of employment by either party.
15. Governmental Powers.
It is understood and agreed that by execution of this Agreement, the City does not waive
or surrender any of its governmental powers.
16. No Waiver.
The failure of the City or Consultant to insist upon the performance of any term or
provision of this Agreement or to exercise any right granted herein shall not constitute a waiver
of the City's or Consultant's respective right to insist upon appropriate performance or to assert
any such right on any future occasion.
17. Governine Law and Venue.
This Agreement shall be construed in accordance with the laws of the State of Texas. If
any action, whether real or asserted, at law or in equity, is brought on the basis of this Agreement,
venue for such action shall lie in state courts located in Tarrant County,Texas or the United States
District Court for the Northern District of Texas, Fort Worth Division.
18. Severability.
If any provision of this Agreement is held to be invalid, illegal or unenforceable, the
validity, legality and enforceability of the remaining provisions shall not in any way be affected
or impaired.
19. Force Maieure.
The City and Consultant shall exercise their best efforts to meet their respective duties and
obligations as set forth in this Agreement, but shall not be held liable for any delay or omission
in performance due to force majeure or other causes beyond their reasonable control (force
majeure), including, but not limited to, compliance with any government law, ordinance or
regulation, acts of God, acts of the public enemy, fires, strikes, lockouts, natural disasters, wars,
riots,material or labor restrictions by any governmental authority,transportation problems and/or
any other similar causes.
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Professional Services Agreement—Economic Development Branding Strategy
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20. Headinsis Not Controlling.
Headings and titles used in this Agreement are for reference purposes only and shall not be
deemed a part of this Agreement.
21. Review of Counsel.
The parties acknowledge that each party and its counsel have reviewed this Agreement and
that the normal rules of construction to the effect that any ambiguities are to be resolved against
the drafting party shall not be employed in the interpretation of this Agreement or exhibits hereto.
22. Amendments.
No amendment of this Agreement shall be binding i tpon a party hereto unless such
amendment is set forth in a written instrument, and duly executed by an authorized representative
of each party.
23. Entirety of Amement.
This Agreement, including any exhibits attached hereto and any documents incorporated
herein by reference, contains the entire understanding and agreement between the City and
Consultant,their assigns and successors in interest, as to the matters contained herein. Any prior
or contemporaneous oral or written agreement is hereby declared null and void to the extent in
conflict with any provision of this Agreement.
24. Signature Authority.
The person signing this Agreement, and any amendment hereto, hereby warrants that
he/she has the legal authority to execute this Agreement on behalf of the respective party, and that
such binding authority has been granted by proper order, resolution, ordinance or other
authorization of the entity. Each party is fully entitled to rely on these warranties and
representations in entering into this Agreement or any amendment hereto.
25. Counterparts.
This Agreement may be executed in in one or more counterparts and each counterpart shall,
for all purposes, be deemed an original,but all such counterparts shall together constitute one and
the same. An executed Agreement, modification, amendment, or separate signature page shall
constitute a duplicate if it is transmitted through electronic nneans, such as fax or e-mail, and
reflects the signing of the document by any party. Duplicates .are valid and binding even if an
original paper document bearing each parry's original signature is not delivered.
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Professional Services Agreement—Economic Development Branding Strategy
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26. Third Party Beneficiaries.
The provisions and conditions of this Agreement are solely for the benefit of the City and
Consultant, and their lawful successors or assigns, and are not intended to create any rights,
contractual or otherwise, to any other person or entity.
27. Survival.
Section 4.4 (Duties and Obligations of Parites), Section 5 (Confidentiality), Section 6
(Right to Audit), and Section 8 (Liability and Indemnification) shall survive termination of this
Agreement.
28. Prohibition Against Boycotting Israel.
Consultant acknowledges that in accordance with Chapter 2270 of the Texas Government
Code, the City is prohibited from ente&g into a contract with a company for goods or services
unless the contract contains a written verification from the company that it: (1) does not boycott
Israel; and (2) will not boycott Israel during the term of the contract. The terms "boycott Israel"
and "company" shall have the meanings ascribed to those terms in Section 808.001 of the Texas
Government Code. By signing this Agreement, Consultant certifies that Consultant's signature
constitutes written verification to the City that Consultant: (1) does not boycott Israel; and (2)
will not boycott Israel during the term of the Agreement.
29. Immigration Nationality Act.
Consultant shall verify the identity and employment eligibility of its employees who
perform work under this Agreement, including completing the Employment Eligibility
Verification Form (I-9). Upon request by City, Consultant shall provide City with copies of all I-
9 forms and supporting eligibility documentation for each employee who performs work under
this Agreement. Consultant shall adhere to all Federal and State laws as well as establish
appropriate procedures and controls so that no Services will be performed by any Consultant
employee who is not legally eligible to perform such Services. CONSULTANT SHALL
INDEMNIFY CITY AND HOLD CITY HARMLESS FROM ANY PENALTIES,
LIABILITIES, OR LOSSES DUE TO VIOLATIONS OF THIS PARAGRAPH BY
CONSULTANT, CONSULTANT'S EMPLOYEES, SUBCONTRACTORS, AGENTS, OR
LICENSEES. City, upon written notice to Consultant shall have the right to immediately
terminate this Agreement for violations of this provision by Consultant.
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Professional Services Agreement—Economic Development Branding Strategy
Page 9
Executed in multiples this the X rdday of V Yi , 20)1.
AGREED: AGREED:
CITY OF FORT WORTH: PAVLOV ADVERTISING,LLC:
By: L By: QQ� W j—Qe--" _
.Coy, Susan Alanis Name: A 1 I v, Wq (( a, c-
Assistant City Manager Title: e_E 0
Date: / Zz zo I Date:
Contract Compliance Manager: ATTEST:
By signing, I acknowledge that I am the person
responsible for the monitoring and administration
of this contract, including ensuring all
I
ce and reporting requirements. By:
arne:
-
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TitIp:
Name of Employee
Title
ATTE
By: ;�l ~ ao
Mary444�5Citytary
APPROVED AS TO FORM AND LEGALITY:
By:
Peter Vaky
Deputy City Attorney
CONTRACT AUTHORIZATION:
M&C: none required
Form 1295 Certification No.none required "
Pavlov Advertising,LLC t 49CIAL RECORD
Professional Services Agreement—Economic Development Branding Strategy rY SECRETARY
Page 10 I, WORTH,TX
EXHIBIT "A"
PROPOSAL AND SCOPE OF SERVICES
Pavlov Advertising,LLC
Professional Services Agreement—Economic Development Branding Stategy
M
Scope Of Work
At PAVLOV,we take great pride in our ability to produce ideas that transform companies,
organizations and brands.In this case,that transformation will involve building out the messaging
plan specific to Economic Development and the goal established in the Economic Development
Strategic Plan into an engaging,well-understood asset that will drive awareness of Fort Worth as an
exceptional place to live,work and do business.
Below is our understanding and recommended approach for the scope ofwork:
Objective
To build out the messaging plan specific to Economic Development with the goals of establishing Fort
Worth's competitive edge,becoming a hub for creative businesses,and ensuring communityvitality.
Strategies
•Develop a lasting brand strategy that will resonate with target audiences
• Create an appealing,effective creative campaign concept with strategic messaging
•Devise an innovative.marketing plan to generate awareness and engagement
•Launch the campaign,targeting business influencers,job seekers,entrepreneurs,tech and real
estate professionals,and small business owners
Deliverables
•Fast-Track Brand Platform Development
•Brand Discovery
•Brand Essence
•Key Brand Strategy.
•Collaborative Branding/Messaging Workshop
•Creative Development
•Campaign concepts,designs and messaging to support advertising,digital,collateral,video,
PR,social media,and other marketing activities
•Marketing Plan
•Recommended Implementation Tactics
•Touch 6 Direct Marketing Program
•Sales Collateral
•Advertising Media Planning&Placement
•Public Relations
•Social Media(Organic)
•Paid Social Media
•Video
•Blog Posts/Website Articles
•Search Engine Marketing
PAVLOV Advertising,LLC 15
Deliverables
Fast-Track Brand Platform Development:Ideas That Transform
PAVLOV is uniquely qualified to help the City of Fort Worth increase its share of U.S.economic
development and establish its competitive edge.No agency can duplicate the experience we've
gained through our work with Visit Fort Worth,DFW Airport,multiple commercial and residential
real estate clients,and the dozens of other civic,municipal and governmental clients with whom
we've successfully branded and marketed.
PAVLOV delivers ideas that transform organizations and brands.We will do this for the City of Fort
WortYs economic development initiatives to hone your brand into an engaging,well-understood
asset that drives awareness,interest and exploration.We will begin by uncovering your brand
essence-fundamental insights about the City,your audiences,and their motivations.
Brand Platform Step 1: Discovery
To uncover key insights and identify essential and fundamental catalysts for engaging audiences,
PAVLOV will conduct a discovery process to analyze your operations,challenges,and opportunities,
with activities such as:
•Consultation meeting(s)with your leadership/marketingteam
- In-depth review of the Economic Development Strategic Plan and supporting research,data
and recommendations
Review of other(comparable)cities'marketing
Our program will be custom-tailored around your business to identify specific opportunities to
engage target audiences.
Brand Platform Step 2: Defining Your Brand Essence
The foundation of your brand position is the Brand Essence:a framework of qualities and
characteristics that provides an ignition point for communicating your brand(the City of Fort
Worth Economic Development)in terms of identity design,user experience,development strategies,
marketing execution-any aspect of your brand's connection with your audiences.
These qualities are distilled to a single idea that expresses your brand in its purest form:
your Brand Essence.
PAVLOV Advertising,LLC 16
r
BRAND ESSENCE
Roots Function Uniqueness Champions Archetype Purpose Principle
Where do you Whatexactly What makes Wholsyour Whatisyour whatis What are
come from? do you do? you one ofa ideal customer/ personality* your mission? your values?
What is What product/ kind? client? What role(to Whydo you dd What are the
important about service do you How are you Who do you you play in the whatyou do? things you
yourhistory9 provide? differentthan strivetoserve? market? stand for?
others around
you?
Understanding your brand's essence and how it currently serves audiences will help us present(and
market)your brand more persuasively,and position against your competitors more effectively.
Brand Platform Step 3: Key Brand Strategy
Once the Brand Essence is defined,we will consider essential perspectives-or"truths"-relating
to Economic Development,your marketplace,and your audiences,and craft a key brand strategy
to drive marketing efforts.The goal of all our efforts will be to arrive at a specific idea-a Key Brand
Strategy-that will inspire our marketing efforts--and inspire entrepreneurs,business owners,job
seekers,and other target audiences--to put Fort Worth on their short list.
From then on,every marketing element produced will be based on this key brand strategy,clarifying
and reinforcing the brand position.
BUSINESS INSIGHT CULTURAL INSIGHT
How can we separate What trends/ideas in
ourselves from the current society can make
competition and stand out? us more relevant?
r A
BRAND INSIGHT CONSUMER INSIGHT
How can we best What do our customers/clients
exhibit our personality really care about?Ilow do we
and uniqueness? convey our value to them?
PAVLOV Advertising,LLC 17
•
Collaborative Branding/Messaging Workshop
Our branding program will conclude with a collaborative worksho;)meeting.We will present our
findings,reveal our recommendations,answer your questions,listen to your reactions,and guide
your team to consensus about the brand strategy.
We expect to deliver a brand strategy that feels completely correct to you:True to what you know
and believe about your brand,but transformative in how it influences your vision for new ways to
communicate Economic Development in Fort Worth.
All of our results and recommendations in this process will be presented with.pdf and printed copies
for your ongoing reference.
Creative Development:Translating the Brand
This is the"big idea"that translates the brand platform into creative messaging,providing the
foundation for ongoing communications.We will develop creative concepts for your review and
demonstrate how they can be used in a comprehensive campaign.
This is where you will see the brand strategy come to life,with items such as copy/theme lines,ad
designs,digital and collateral concepts that show campaign graphics,images,words and messages.
Our creative development process is as follows:
Creative Brief
A document prepared by the account service team that distills key brand platform elements into a
form that seines as a roadmap for the concept teams.Our creative brief format has been engineered
using industry best practices that help the creative team deliver strategic outcomes.
Concept Development
Concept teams of creative directors,copywriters,art directors and designers collaborate to develop
the big idea,and then apply it to a working campaign structure.This;phase includes everything from
white-paper ideation down to storyboards,scripts,print,outdoor,&rect mail and collateral layouts,
as well as website design and interactive advertising.
Review and Refinement
The creative team conducts an internal review with account service.The concepts are evaluated
against the creative brief and challenged to ensure creative innovation relative to the strategic
direction.
Presentation
We bring only the best concepts for client review and approval.We explain our creative rationale and
give insights into the concept team's exploration process.Sometimes the"big idea"is so clear that we
bring one concept for consideration,but it's more typical that we bringthree or more concepts,with
agency recommendations for the best course of action.
PAVLOV Advertising,LLC 18
•
Rollout
Once the concept and production budgets have been approved,we execute the creative across all
touch points to deliver an integrated campaign.
Marketing Plan
Our teams-marketing,creative,social media,interactive and PR-will collaborate to develop a
12-month marketing plan built around your selected creative campaign concept.Included in the
marketing plan will be specific recommendations for:
•Marketing&Advertising-Tactics and advertising plan using digital,print,direct,and other
activities.
•Website-Proposed strategic and tactical approach to your website,including estimates for
various design&development scenarios.
•Media&Public Relations-Activities to reach business,industry and news media,such as
press releases,story pitches,events,press conferences and other efforts to generate earned
media coverage on the city's economic development efforts.
•Grassroots-Grassroots marketing activities for high-value targets or events.
•Social Media-A coordinated program of activities on business-oriented social media,such as
LinkedIn,Twitter and Facebook.
NOTE.•Marketing Plan estimate coversplan authoring only;execution of individual tactics of the plan
will be estimated separately once plan components are approved.
Recommended Implementation Tactics
"Touch 6" Direct Marketing Program
Maintaining and cultivating your prospect list requires ongoing communications to ensure you
are not forgotten-or that a competitor city does not swoop in to claim share-of-mind with your
prospects."Touch 6"is a year-long direct marketing program that helps keep prospect relationships
active by providing a series of mailers you can use to promote new developments,citywide incentive
programs,workforce&industry partnerships,Fort Worth-based company/industry news,or other
content that reinforces Fort Worth's commitment to supporting economic development.Mailers will
be designed for traditional print and/or email(printing,postage,and purchased mail/email lists will
be estimated separately).
Sales Collateral
Design and development of branded sales collateral pieces for marketing and selling economic
development in Fort Worth on an as-needed basis,such as brochures,listing flyers,sales packets,
folders,signage,mailers,and more.
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Advertising Media Planning and Placement
Planning and placement for digital and traditional media recommendations include:
•Print media-Fort Worth Business Press,Fort Worth Inc., Texas Real Estate Business,
American City&County,Smart Cities Dive, Urban Land,Fast'Company,etc.
•Online media(digital display)-Real Estate BisNow DFW newsletter,GlobeSt.com"Texas
Alert"newsletter,Launch DFW,Dallaslnnovates,Real EstateForum's"Executive Watch,"etc.
Public Relations
Pursue PR and earned media opportunities that are aligned with the City of Fort Wortws Economic
Development key brand strategy.The goals will be to further establish Fort Worth as a competitive,
creative,and attractive place to live,work and do business via third-party credibility and PR editorial
opportunities.Tactics will include:
•Media list-community/neighborhood newsletters,local®ional news media,local&
national business media,social media influencers&blogger s,and targeted national industry
trade media
• 12-month editorial calendar
•Press release development and distribution(appx 2 per quarter)
• Media&influencer relations
Press kit
•Rankings and awards
• Speaking opportunities
•Interviews
•Contributing articles
• Trend stories
•Sponsored content strategy
Social Media (Organic)
Develop and execute a robust program of social media across LinkedIn,Facebook,and Twitter to:
•Generate new likes,followers and brand advocates.
•Create more engagement with existing fans
Generate buzz for developments,neighborhood alignment,small business support,
incentive programs,workforce&industry partnerships,local business profiles and more
•Drive website traffic
•Provide an active and sophisticated brand image
Program management includes creating content,moderating and maintaining social media
pages,sending our in-house social team to gather on-site video and photography,and sharing live,
consistent,and branded visual content across all social platforms.
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Paid Social Media
Utilize Facebook and LinkedIn ads,boosted posts,and sponsored content to reach business
influencers,job seekers,entrepreneurs,tech and real estate professionals,and small business
owners.Custom audiences will be developed and targeted based on:location,age,interests,behaviors
(purchases,intents,etc.),demographics,job titles,company names,etc.Objectives of paid social will
be to:
•Promote specific developments,services or messages based on current needs/priorities
•Aid in recruitment,retainment,and expansion efforts
•Complement organic social and PR campaign
• Increase awareness among specific target audiences
•Generate fast and measurable results
Video
PAVLOV will develop script concepts,source and coordinate video production(including creative
direction)to achieve finished video versions in varying lengths(:05,:15,:30&:90)for broadcast,web,
and/or social&online media.
Blog Posts/Website Articles
Write two(2)to four(4)blog posts or website articles per month,covering topics ranging from small
business trends,best practices for employee management,emerging technologies for start-ups,
attracting and retaining talent,tips for growing your small business,etc.
Search Engine Marketing (SEM)
Build a foundational search marketing presence using text ads through Google Ads in Fort Worth
and Dallas,with branded terms(Eke"Fort Worth small business support,""Fort Worth development
opportunities,""Fort Worth medical innovation district,"etc.)expanding to cover targeted
competitor cities.The proposed monthly paid search investment is based on current volume within
the following sit(6)categories:
1.Business leaders,executives,and CEOs
2.Job seekers and new graduates
3.Entrepreneurs and innovators
4.Developers,investors,and real estate professionals
5.Small business owners
6.Brand terms:i.e.City of Fort Worth,Fort Worth economic development,Fort Worth economy,
Fort Worth development,Fort Worth real estate,Fort Worth small business,etc.
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Cost Estimate
Deliverables Cost
Fast-Track Brand Platform Development $12,500
Creative Development $15,500
Marketing Plan $5,000
"Touch 6"Direct Marketing $9,000
Sales Collateral TBD
Advertising Media Planning and Placement . TBD
Public Relations $3,500/month
Social Media $2,000/month
Paid Social $1,000/month
Video $3,000-$5,000/ea
B1og Posts/Website Articles $500/ea
Search Engine Marketing $6,600/month
Notes:This sample pricing represents the norm for these projects,and can change as the scope of work
is defined.The need for non-agency items or services such as mail lists,postage,external research,
media space,printing,illustrations,photography and video production is not yet known,and will be
estimated(as needed)as concepts take shape.
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