HomeMy WebLinkAboutContract 45906 (2)•
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City Secretary Contract No.
PROFESSIONAL SERVICES AGREEMENT
ROCKET RED LTD.
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
situated in portions of Tarrant, Denton and Wise Counties, Texas, acting by and through FERNANTDO
COSTA, its duly authorized Assistant City Manager, and ROCKET RED, LTD. ("Consultant"), a
Texas Limited Liability Company and acting by and through GAYDEN DAY, its duly authorized
Principal, each individually referred to as a "party" and collectively referred to as the "parties."
CONTRACT DOCUMENTS:
The Contract documents shall include the following:
1. This Agreement for Professional Services
2. Exhibit A — Statement of Work
3. Exhibit B — Payment Schedule
4. Exhibit C — Milestone Acceptance
5. Attachment A — Request for Proposals, including Addendum No. 1
6. Attachment B -- Rocket Red Ltd.'s Response to the Request for Proposals
All Exhibits attached hereto are incorporated herein and made a part of this Agreement for all purposes.
In the event of any conflict between the documents, the terms and conditions of this Professional Services
Agreement shall control.
1. SCOPE OF SERVICES.
Consultant hereby agrees to provide the City with professional services for the purpose of Graphic
Design, Marketing and Branding for Meacham and Spinks Airports. Attached hereto and
incorporated for all purposes incident to this Agreement is Exhibit "A," Statement of Work, more
specifically describing the services to be provided hereunder.
2. TERM.
This Agreement shall commence upon September 1, 2014 ("Effective Date") and shall expire August
31, 2015 unless terminated earlier in accordance with the provisions of this Agreement.
3. COMPENSATION.
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The City shall pay Consultant an amount not to exceed $185,000.00 in accordance with the
�J provisions of this Agreement and the .Payment Schedule attached as Exhibit "B," which is
incorporated for all purposes herein. Consultant shall not perform any additional services for the City
c' 3 not specified by this Agreement unless the City requests and approves in writing the additional costs
for such services. The Cityshall not be liable for anyadditional expenses of Consultant not
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specified by this Agreement unless the City first approves such ezpenses_in writing.
Professional Services Agreement, Rocket Red, Ltd.
OpFIC1AL REWHD ""
CITY SECRETARY
Ft WORTH, 111 ''
a. Total Compensation. Total compensation under this Agreement shall not exceed One Hundred
Eighty Five Thousand Dollars and No Cents ($185,000.00) for all Services performed under this
Agreement to include the total of the graphic design, marketing and branding services and on -
call design services.
Task Order #1 — (Exhibit A) Graphic Design, Marketing and Branding Services Fee. As
compensation for all Services described herein, Consultant shall be paid a fee not to exceed
One Hundred Thousand Dollars and No Cents ($100,000.00), for graphic design, marketing
and branding services for both airports. Future task orders for projects will have individual
contracts. This fee will not be included in the amount renewed on an annual basis.
ii. On -Call Graphic Design, Marketing and Branding Services Fee (Exhibit B). As
compensation for all Services described herein, Consultant shall be paid a fee not to exceed
Eighty Five Thousand Dollars and No Cents ($85,000.00) for on -call graphic design,
marketing and branding services — not to exceed Fifty Thousand Dollars and No Cents
($50,000.00) for Meacham Airport, and Thirty Five Thousand Dollars and No Cents
($35,000 00) for Spmks Airport. On -Call services may be renewed annually for up to four
additional one-year terms.
b. Billing. Project work will be estimated, approved and billed on a project -by -project basis If a
project effort is going to scale across a month or more, Rocket Red, Ltd will bill 50% upon
approval of the project scope and budget. Rocket Red, Ltd will create a Master Budget Excel
spreadsheet that will enable the Aviation Division keep a running total and budget performance
capture The spreadsheet will be updated as needed and shared on a monthly basis.
4. OWNERSHIP OF WORK.
All data, material and documentation originated and prepared for each Airport
shall belong to the City of Fort Worth (City) Aviation Department. All designs including
photographs and any other products that are part of the design resulting from this contract shall
become the property of the City. All final artwork native files shall be provided to the City on USB
drives clearly identifying the project title and delivery date. In accordance with the terms of this
Agreement, the City will have unlimited right and use of all artwork and products
Further, City shall be the sole and exclusive owner of all copyright, patent, trademark, trade secret
and other proprietary rights in and to the Work Product. Ownership of the Work Product shall inure to
the benefit of the City from the date of conception, creation or fixation of the Work Product in a
tangible medium of expression (whichever occurs first). Each copyrightable aspect of the Work
Product shall be considered a `work -made -for -hire" within the meaning of the Copyright Act of 1976,
as amended. If, and to the extent such Work Product, or any part thereof, is not considered a "work -
made -for -hire' within the meaning of the Copyright Act of 1976, as amended, Consultant hereby
expressly assigns, sells and transfers to City all exclusive right, title and interest in and to the Work
Product and all copies thereof, and in and to the copyright patent, trademark, trade secret, and all
other proprietary rights therein, that the City may have or obtain, without further consideration, free
from any claim, lien for balance due, or rights of retention thereto on the part of the City Consultant
shall have no copyright or other intellectual property interest in the Work Product.
Professional Services Agreement, Rocket Red, Ltd. Page 2 of 17
Consultant hereby acknowledges the rights of attribution and integrity conferred by Section 106A(a)
of Title 17 of the U S. Code, (as amended or as it may be amended in the future) Titled ` Visual
Artists Rights Act,' and any other right of the same nature granted by U.S federal, state or foreign
laws and of his/her own free act hereby waives such rights with respect to any and all uses of the
Work Product by City pursuant to this Contract.
5. TERMINATION.
5.1. Written Notice.
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
5.2 Non-annronriation of Funds.
In the event no funds or insufficient funds are appropriated by the City in any fiscal period for
any payments due hereunder, 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 shall have been appropriated
5.3 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 Agreement up to the effective date of termination.
5.4 Breach
Subject to Section 29 herein, either party may terminate this Agreement for breach of duty,
obligation or warranty upon exhaustion of all remedies set forth in Section 29.
6. DISCLOSURE OF CONFLICTS AND CONFIDENTIAL INFORMATION.
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. Consultant, for itself and
its officers, agents and employees, further agrees that it shall treat all information provided to it by
the City as confidential and shall not disclose any such information to a third party without the prior
written approval of the City. 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
Professional Services Agreement, Rocket Red, Ltd. Page 3 of 17
7. RIGHT TO AUDIT.
Consultant agrees that the City shall, until the expiration of three (3) years after fmal payment under
this contract, 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
Contract 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 m order to conduct audits in compliance with the provisions of this section
The City shall give Consultant reasonable advance notice of intended audits.
Consultant further agrees to include in all its subcontractor agreements hereunder a provision to the
effect that the subcontractor agrees that the City shall until expiration of three (3) years after fmal
payment of the subcontract, have access to and the right to examine at reasonable times any directly
pertinent books, documents, papers and records of such subcontractor involving transactions related
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 work space in order to conduct
audits in compliance with the provisions of this paragraph. City shall give subcontractor reasonable
notice of intended audits.
S. 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 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.
9. LIABILITY AND INDEMNIFICATION.
A. LIABILITY - CONSULTANT SHALL BE LIABLE AND RESPONSIBLE FOR ANY AND
ALL PROPERTY LOSS, PROPERTY DAMAGE ANDIOR PERSONAL INJURY,
INCLUDING DEATH, TO ANY AND ALL PERSONS, OF ANY HIND OR
CHARACTER, WHETHER REAL OR ASSERTED, TO THE EXTENT CAUSED BY
THE NEGLIGENT ACT(S) OR OMISSION(S), MALFEASANCE OR INTENTIONAL
MISCONDUCT OF CONSULTANT, ITS OFFICERS, AGENTS, SERVANTS OR
EMPLOYEES.
B. GENERAL INDEMNIFICATION - CONSULTANT HEREBY COVENANTS AND
AGREES TO INDEMNIFY, HOLD HARMLESS AND DEFEND 111E CITY, ITS
OFFICERS, AGENTS, SERVANTS AND EMPLOYEES, FROM AND AGAINST ANY
AND ALL CLAIMS OR LAWSUITS OF ANY KIND OR CHARACTER, WHETHER
REAL OR ASSERTED, 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,
Professional Services Agreement, Rocket Red, Ltd. Page 4 of 17
TO ANY AND ALL PERSONS, ARISING OUT OF OR IN CONNECTION WITH '1'H1S
AGREEMENT, TO THE EXTENT CAUSED BY THE NEGLIGENT ACTS OR
OMISSIONS OR MALFEASANCE OF CONSULTANT, ITS OFFICERS, AGENTS,
SERVANTS OR EMPLOYEES.
C. INTELLECTUAL PROPERTY INDEMNIFICATION. Consultant agrees to assume full
responsibility for complying with all State and Federal Intellectual Property Laws and any other
regulations, including, but not limited to, the assumption of any and all responsibilities for paymg
royalties that are due for the use of other third -party intellectual property works by Consultant.
City expressly assumes no obligations, implied or otherwise, regarding payment or collection of
any such fees or financial obligations. City specifically does not authorize, permit, or condone
the reproduction or use of any intellectual property by Consultant without the appropriate licenses
or permission being secured by Consultant in advance. IT IS FURTHER AGREED THAT
CONSULTANT SHALL RELEASE, DEFEND, INDEMNIFY, AND HOLD HARMLESS
CITY FROM AND AGAINST ANY AND ALL CLAIMS, LOSSES, DAMAGES, ACTIONS,
OR EXPENSES OF EVERY TYPE AND DESCRIPTION, INCLUDING, BUT NOT
LIMITED TO, ATTORNEY'S FEES, TO WHICH THEY MAY BE SUBJECTED ARISING
O UT OF CITY'S USE OR POSSESSION OF THE BRAND BY REASON OFANALLEGED
OR ACTUAL INTELLECTUAL PROPERTY VIOLATION OR OTHER LACK OF
O WNERSHIP, AUTHORSHIP, OR ORIGINALITY. City expressly assumes no obligation to
review or obtain appropriate licensing and all such licensing shall be the exclusive obligation of
Consultant.
10. ASSIGNMENT AND SUBCONTRACTING.
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 this Agreement as such duties and obligations may
apply. The Consultant shall provide the City with a fully executed copy of any such subcontract.
11. INSURANCE.
Consultant shall provide the City with certificate(s) of insurance documenting policies of the
following minimum coverage limits that are to be in effect prior to commencement of any work
pursuant to this Agreement:
11.1 Coverage and Limits
(a) Commercial General Liability
$1,000,000 Each Occurrence
$2,000,000 Aggregate
Professional Services Agreement, Rocket Red, Ltd. Page 5 of 17
(b) Automobile Liability
$1,000,000 Each accident on a combined single limit basis or
$250,000 Bodily injury per person
$500,000 Bodily injury per occurrence
$100,000 Property damage
Coverage shall be on any vehicle used by the Consultant, its employees, agents,
representatives in the course of the providing services under this Agreement. "Any vehicle"
shall be any vehicle owned, hired and non -owned
(c) Worker's Compensation
Statutory limits
Employer s liability
$100,000 Each accident/occurrence
$100,000 Disease - per each employee
$500,000 Disease - policy limit
This coverage may be written as follows:
Workers' Compensation and Employers' Liability coverage with limits consistent with
statutory benefits outlined in the Texas workers Compensation Act (Art. 8308 1.01 et seq.
Tex. Rev. Civ Stat.) and mmimum policy limits for Employers' Liability of $100,000 each
accident/occurrence, $500,000 bodily injury disease policy limit and $100 000 per disease per
employee
(d) Professional Liability (Errors & Omissions)
$1,000,000 Each Claim Limit
$1,000,000 Aggregate Limit
Professional Liability coverage may be provided through an endorsement to the Commercial
General Liability (CGL) policy, or a separate policy specific to Professional E&O. Either is
acceptable if coverage meets all other requirements. Coverage shall be claims -made, and
maintained for the duration of the contractual agreement and for two (2) years following
completion of services provided. An annual certificate of insurance shall be submitted to the
City to evidence coverage.
11.1 Certificates.
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 All policies except Workers' Compensation and Professional Liability shall be
endorsed to name the City as an additional insured thereon as its interests may appear. All
policies shall contain a Waiver of Subrogation for the benefit of the City of Fort Worth. The
term City shall include its employees, officers, officials, agent, and volunteers in respect to the
contracted services Any failure on the part of the City to request required insurance
documentation shall not constitute a waiver of the insurance requirement. 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.
Professional Services Agreement, Rocket Red, Ltd. Page 6 of 17
Such terms shall be endorsed onto Consultant s insurance policies. 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.
12. COMPLIANCE WITH LAWS. ORDINANCES. RULES AND REGULATIONS.
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, rules or
regulations, Consultant shall immediately desist from and correct the violation.
13. 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 including Chapter 17, Article III of the Code of
the City of Fort Worth. 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 from such claim.
14. 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 Fernando Costa
1000 Throckmorton Street
Fort Worth, TX 76102-6311
Facsimile (817) 392-8654
15. SOLICITATION OF EMPLOYEES.
To CONSULTANT:
Rocket Red Ltd.
Attn: Gayden Day
1700 Pacific Avenue, Suite 250
Dallas, TX 75201
Facsimiles (972) 776-0023
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 the term of this
agreement, without the prior written consent of the person's employer.
16. 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.
Professional Services Agreement, Rocket Red, Ltd. Page 7 of 17
17. 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.
18. GOVERNING LAW / VENUE.
This Agreement shall be construed in accordance with the internal 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.
19. 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.
20. FORCE MAJEURE.
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.
21. HEADINGS NOT CONTROLLING.
Headings and titles used in this Agreement are for reference purposes only and shall not be deemed a
part of this Agreement.
22. REVIEW OF COUNSEL.
The parties acknowledge that each party and its counsel have reviewed and revised 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.
23. AMENDMENTS / MODIFICATIONS / EXTENSIONS.
No extension, modification or amendment of this Agreement shall be binding upon a party hereto
unless such extension, modification, or amendment is set forth in a written instrument, which is
executed by an authorized representative and delivered on behalf of such party.
Professional Services Agreement, Rocket Red, Ltd. Page 8 of 17
24. ENTIRETY OF AGREEMENT.
This Agreement, including the schedule of 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.
25. COUNTERPARTS.
This Agreement may be executed 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
instrument.
26. WARRANTY OF SERVICES.
Consultant warrants that its services will be of a professional quality and conform to generally
prevailing industry standards. City must give written notice of any breach of this warranty within
thirty (30) days from the date that the services are completed. In such event at Consultant s option,
Consultant shall either (a) use commercially reasonable efforts to re -perform the services in a manner
that conforms with the warranty, or (b) refund the fees paid by the City to Consultant for the
nonconforming services.
27. MILESTONE ACCEPTANCE.
Consultant shall verify the quality of each deliverable before submitting it to the City for review and
approval. The City will review all deliverables to determine their acceptability and signify acceptance
by execution of the Milestone Acceptance Form, which is attached hereto as Exhibit "C." If the City
rejects the submission, it will notify the Consultant in writing as soon as the determination is made
listing the specific reasons for rejection. The Consultant shall have ten (10) days to correct any
deficiencies and resubmit the corrected deliverable. Payment to the Consultant shall not be authorized
unless the City accepts the deliverable in writing in the form attached. The City s acceptance will not
be unreasonably withheld.
28. IMMIGRATION NATIONALITY ACT.
The City of Fort Worth actively supports the Immigration & Nationality Act (INA) which includes
provisions addressing employment eligibility, employment verification, and nondiscrimination.
Consultant shall verify the identity and employment eligibility of all employees who perform work
under this Agreement. Consultant shall complete the Employment Eligibility Verification Form (I-9)
maintain photocopies of all supporting employment eligibility and identity documentation for all
employees, and upon request, provide City with copies of all I-9 forms and supporting eligibility
documentation for each employee who performs work under this Agreement. Consultant shall
establish appropriate procedures and controls so that no services will be performed by any employee
who is not legally eligible to perform such services. Consultant shall provide City with a certification
letter that it has comphed with the verification requirements required by this Agreement. Consultant
shall indemnify City from any penalties or liabilities due to violations of this provision. City shall
have the right to immediately terminate this Agreement for violations of this provision by Consultant
Professional Services Agreement, Rocket Red, Ltd. Page 9 of 17
29. INFORMAL DISPUTE RESOLUTION.
Except in the event of termination pursuant to Section 4.2, if either City or Consultant has a claim,
dispute, or other matter in question for breach of duty, obligations, services rendered or any warranty that
arises under this Agreement, the parties shall first attempt to resolve the matter through this dispute
resolution process. The disputing party shall notify the other party in writing as soon as practicable after
discovering the claim, dispute, or breach. The notice shall state the nature of the dispute and list the
party's specific reasons for such dispute. Within ten (10) business days of receipt of the notice, both
parties shall commence the resolution process and make a good faith effort, either through email, mail,
phone conference, in person meetings, or other reasonable means to resolve any claim, dispute, breach or
other matter in question that may arise out of, or in connection with this Agreement. If the parties fail to
resolve the dispute within sixty (60) days of the date of receipt of the notice of the dispute, then the
parties may submit the matter to non -binding mediation in Tarrant County, Texas, upon written consent
of authorized representatives of both parties in accordance with the Industry Arbitration Rules of the
American Arbitration Association or other applicable rules governing mediation then in effect. The
mediator shall be agreed to by the parties. Each party shall be liable for its own expenses, including
attorney's fees; however, the parties shall share equally in the costs of the mediation. If the parties
cannot resolve the dispute through mediation, then either party shall have the right to exercise any and all
remedies available under law regarding the dispute. Notwithstanding the fact that the parties may be
attempting to resolve a dispute in accordance with this informal dispute resolution process, the parties
agree to continue without delay all of their respective duties and obligations under this Agreement not
affected by the dispute. Either party may, before or during the exercise of the informal dispute
resolution process set forth herein, apply to a court having jurisdiction for a temporary restraining
order or preliminary injunction where such relief is necessary to protect its interests.
30. SIGNATURE AUTHORITY.
The person signing this agreement 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. The other party is fully entitled
to rely on this warranty and representation in entering into this Agreement.
IN WITNESS WHEREOF, the parties hereto have executed this Agreement in multiples on this the
day of maw_ , 2014.
CITY OF FORT WORTH:
CITY OF FORT WORTH
ROCKET RED, LTD.
By: By:
Fernando Costa
Assistant City Manager
Date: 01/4 Date:
Professional Services Agreement, Rgckerited; LIC
OFFICIAL RECORD
CITY SECRETARY
FtWORTh,TX
Gayden Day
Principal
Page 10 of 17
APPROVED AS TO FORM
AND LEGALITY:
ATT
lvtbk-t
Charlene Sanders
Assistant City Attorney
Mary Ka
City Secretary
CONTRACT AUTHORIZATION:
M&C:
1)---)11N0
Date Approved: k171,Q J q
Professional Services Agreement, Rocket Red, Ltd.
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EXFIIBIT A
STATEMENT OF WORK
Methodology
The discovery and planning phase is where the project plans are documented, the project deliverables and
requirements defined and the project schedule created This phase will involve creating a plan and the
documentation needed to help guide our teams through the execution and closure phases. The plans
created during this phase will help both parties manage time, cost, quality, change risk and related issues.
It will also ensure we deliver the project on time, within schedule and on budget.
Specific to this scope of work, project planning enables us to:
1. Perform marketing and communications audits — inclusive of a Strengths, Weaknesses,
Opportunities and Threats (SWOT) analysis
2. Leverage internal studies, research conducted through interviews and dialogue with
various stakeholders, customers and the community
3. Establish and clearly define short-term objectives and long-term goals
4. Determine metrics for measuring and evaluating success
Proiect Management
All requests for requirements changes will be tracked and managed through our change request forms,
which detail the requested changes, associated costs and affected timelines. Change requests are not
submitted as viable work requests within the agency until the client has provided written approval
indicating a full understanding of the request, associated cost and possible impacts on the schedule.
Annroach to documentation and monthly status renorts
The Account Team lead will provide monthly written status reports to the City. The reports shall include
the following information tracked against the project plan:
1. Summary of tasks completed in previous month
2. Summary of tasks scheduled for completion in the next month
3. Summary of issue status and resolutions
Professional Services Agreement, Rocket Red, Ltd. Page 12 of 17
Monthly Client/Aaencv meeting
These status meetings will be held at least once per month and are coordinated by the account manager.
Ideally, every member of the account and client team participates in the meeting. The account manager
will send a status report to each member of the team prior to the meeting so everyone can review it in
advance.
Proiect Startup
Consultant will use the full measure of the city's resources and affiliations including the Office of
Economic Development, Fort Worth Convention Center, area Chamber of Commerce business and
community leaders, hospitality, hotel and restaurant associations to help:
1. Establish clear, quantifiable goals and performance metrics
2. Identify target audience(s) needs, attributes, must -haves
3. Create a framework for defining the brand identity and market positioning for both airports along
with their services and the overall business development focus
4 Evaluate current programs and resources offered by Fixed -Based Operators (FBO) and facilities
to ensure premium services and arrangements are being offered for guests, passengers pilots and
planes. Prearranged services/rates for: hotels, car services restaurants, resorts (spa/wellness) as
well as area cultural, sports and retail attractions.
5. Facilitate stakeholder interviews, surveys and community focus groups to drive brand strategies
and overall marketing and communication efforts
6. Develop a strategic, integrated marketing plan addressing the needs of the surrounding
communities, airport tenants, FBOs, corporate clientele, business partners, corporate and private
pilots, planes and the public
7. Provide marketing budget, resources available in 2014 and beyond
8. Appoint a Community (Leadership) Advisory Board to gain insight and "buy -in" for short-term
objectives and long-term development goals
Deliverables
1. Develop a branding strategy for each airport.
2. Develop/design a logo for each airport.
3. Develop a color palette, tag line, and brand standards for each Airport.
Professional Services Agreement, Rocket Red, Ltd. Page 13 of 17
A. Conduct meetings with airport staffs to present color palettes and tag lines for staff
input/consideration
B. Prepare a Graphic Communications manual for airports. The manuals will be used by staff
and vendors to ensure that the airport brand is used consistently across all platforms.
C. Consult with website vendor to ensure consistent use of new branding throughout the new
website.
4. Develop marketing brochures for each Airport.
5. Graphic design and branding services for other marketing materials, as requested by the Aviation
Depaient staff.
6. Provide on -call services for graphic design and marketing, as requested by the Aviation
Department staff.
7. Provide Printing services for brochures, direct mail, business cards, envelopes, banners, posters,
etc., as requested by the Aviation Department staff.
8. Provide print ready photographs of each Airport for use in marketing materials (300 dots per inch
(dpi) minimum), as requested by the Aviation Department staff.
Professional Services Agreement, Rocket Red, Ltd. Page 14 of 17
EXHIBIT B
PAYMENT SCHEDULE
NOTES: All prices shall include three (3) concepts for presentation. All design/media
materials must be adaptable for use in the production of print and online ads, web and social
media content posters, flyers, and merchandise. The design/media materials must also be formatted
for reproduction in different sizes (ex. postcards (4 inches by 6 inches), 8% inches by 11 inches and
11 inches by 17 inches) and in both color and black and white. All final approved artwork shall be
provided in high -resolution JPEG or PDF format for printing.
Graphic Design Service
Specifications Price
Airport Logo — for both Airports
Graphic Design/Tri Fold
Brochure
Graphic Design/Tri Fold
Brochure
Graphic Design/Tri Fold
Brochure
Graphic Design/Tri Fold
Brochure
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Posters
Flyers
Rack Cards
Signs
Banners
Photography Services
(Two Location Shoots)
300 dots per inch (dpi)
Total Per Airport Cost
Color and Grayscale (EPS (vector) format)
8.5" x 11" printed two sides/4 color and/or black
and white
8.5' x 11" printed two sides/2 color and/or black
and white
11" x 17" printed two sides/4 color and/or black
and white
11" x 17" printed two sides/2 color and/or black
and white
5" x 7' printed two sides/4 color and/or black
and white
5" x 7' printed two sides/2 color and/or black
and white
4" x 6' printed two sides/4 color and/or black
and white
4" x 6' printed two sides/2 color and/or black
and white
24" x 36"; 4 color
8.5" x 11"; 4 color
9" x 4"; 4 color
12" x 18"; 4 color
3 feet x 10 feet; 4 color or 2 color
High -resolution photography — Photo shoot
Budget for stock images
Retouching @ $150 per hour
$50,000.00 x 2 = $100,000.00
Professional Services Agreement, Rocket Red, Ltd.
$4,750
$4,250
$3,850
$5,625
$5,325
$2,525
$2,100
$1,950
$1,750
$3,350
$2,235
$1,950
$1,250
$2,350
$4,500
$2,240 (max)
$50,000.00
Page 15 of 17
Proposed Cost for On -Call Graphic Design, Marketing and Advertising Services
Total On -Call Services not to exceed $50,000.00 for Meacham Airport
and $35,000.00 for Spinks Airport.
On -Call Services
Advertisement Templates
Graphic Design (as needed)
Marketing/Advertising Campaign
Management
News Releases and Other Media
Relations
Mail House Services
Development of New Media
Rocket Red Hourly Billing Rates
Service
Account Services
PR and Social Media Services
Creative Services
Digital/Interactive Services
Hourly Rate
E-brochures magazine ads, online ads, etc. $150
Not listed in Exhibit A
Direct Mail Campaigns
Video, Motion Graphics
Strategic Consultation
Marketing & Media Planning
Group Account Management
Account Management
Project Management
I Account Coordination
I Print Management
1
Consulting/Media Relations
Copywriting/Editing
Social Media Coordinator
Social Media Manager
Executive Creative Direction
Creative Direction
Art Direction
Design
Photo Retouching
Copywriting
Production Art
Proofreading
Back -End Programming
Front-End/HTML Programming
Flash Programming
Web Design
Web Maintenance
Web Testing
Professional Services Agreement, Rocket Red, Ltd.
$125
$125
$100
N/A
$150
Hourly Rate
$250
$175
$150
$125
$85
$85
$85
$150
$100
$75
$125
$225
$150
$125
$125
$125
$100
$85
$85
$150
$100
$150
$125
$85
$85
Page 16 of 17
EXHIBIT C
MILESTONE ACCEPTANCE FORM
Services Delivered:
Milestone / Deliverable Ref. #:
Milestone / Deliverable Name:
Unit Testing Completion Date:
Milestone / Deliverable Target Completion Date:
Milestone / Deliverable Actual Completion Date:
Approval Date:
Comments (if needed):
Approved by Consultant: Approved by City Department Director:
Signature: Signature:
Printed Name: Printed Name:
Title: Title:
Date: Date:
For Director Use Only
Contracted Payment Amount:
Adjustments, including
penalties:
Approved Payment Amount:
Professional Services Agreement, Rocket Red, Ltd. Page 17 of 17
ATTACHMENT A
REQUEST FOR PROPOSALS
RFP 14-0116, GRAPIIIC DESIGN, MARKETING AND BRANDING
FORTWORTH®
„,
PURCHASING DIVISION
REQUEST FOR PROPOSALS (RFP)
for
GRAPHIC DESIGN, MARKETING AND BRANDING
RFP No. 14-0116
Issued: April 2, 2014
PROPOSAL SUBMISSION DEADLINE:
*******May 8.2014 by 1:30PM Local Time *******
NO LATE PROPOSALS WILL BE ACCEPTED
RESPONSES SHALL BE DELIVERED TO:
CITY OF FORT WORTH PURCHASING DIVISION
LOWER LEVEL
1000 THROCKMORTON STREET
FORT WORTH, TEXAS 76102
A pre -proposal conference will be held on Wednesday,
April 16, 2014 at 10:00 a.m. at Meacham International
Airport, 4201 North Main Street, Suite 200, Fort
Worth, Texas 76106
***********************************************
FOR ADDITIONAL INFORMATION
REGARDING THIS RFP PLEASE CONTACT:
Doris Brent, Contract Compliance Specialist
Doris.Brent@FortWorthTexas.gov
***********************************************
RETURN THIS COVER SHEET WITH
RESPONSE TO:
Doris Brent
Contract Compliance Specialist
Purchasing Division
1000 Throckmorton Street, Lower Level
Fort Worth, Texas 76102
RESPONSES SHALL BE MAILED TO:
CITY OF FORT WORTH PURCHASING DIVISION
LOWER LEVEL
1000 THROCKMORTON STREET
FORT WORTH TEXAS 76102
NAME AND ADDRESS OF COMPANY
SUBMITTING PROPOSAL:
Contact Person:
Title:
Phone: ( )
Email:
Signature:
Printed Name:
Fax: ( )
Will contract be available for Cooperative Agreement use? (See Section 27, page 7) Yes
Acknowledgment of Addenda: #1 #2 #3 #4 #5
No
Request for Proposals
The City of Fort Worth (City) seeks a qualified graphic design, public relations, branding and marketing
firm to assist in the branding of the City's two airports -- Meacham and Spinks Airports. The Airports
seek a clear, iconic visual identity, with supporting components that reflect their mission with strong
graphic design images and complementary advertising and marketing services.
1.0 SUBMISSION OF PROPOSALS
1.1
One (1) original, five (5) copies, and one (1) Compact Disc or flash drive of all Proposal
documents shall be submitted in sealed packages. Proposer's name and address should be
marked on the outside of the envelope. Facsimile transmittals or offers communicated by
telephone will not be accepted or considered. Proposal information that is not submitted
m sealed packages will not be considered.
1.2 Mail or Deliver Resnonses to the Following Address:
City of Fort Worth
Purchasing Division
1000 Throckmorton Street, Lower Level
Fort Worth, Texas 76102
2.0 DELIVERY OF PROPOSALS
Proposals must be received in the City of Fort Worth's Purchasing Division no later than 1:30 p.m.,
May 8, 2014 The submitting Proposer is responsible for the means of delivering the proposals to
the location listed in paragraph 1.2 on time. Delays due to any instrumentality used to transmit
the Proposals including delay occasioned by the Proposer or the City of Fort Worth's internal
mailing system will be the responsibility of the Proposer. Proposals must be completed and
delivered in sufficient time to avoid disqualification for lateness due to difficulties in delivery.
The time and date stamp clock in City of Fort Worth (City) Purchasing Division is the official
clock for determining whether submittals are submitted timely. Late Proposal documents will not
be accepted under any circumstances.
3.0 PROPRIETARY INFORMATION
3.1 If a Proposer does not desire proprietary information in the Proposal to be disclosed, it
is required to identify all proprietary information in the Proposal This identification will
be done by individually marking each page with the words "Proprietary Information" on
which such proprietary information is found. If the Proposer fails to identify proprietary
information, it agrees that by submission of its Proposal that those sections shall be
deemed non-proprietary and made available upon public request
3.2 Proposer's are advised that the City, to the extent permitted by law, will protect the
confidentiality of their Proposals. Proposer shall consider the implications of the Texas
Public Information Act, particularly after the RFP process has ceased and the Contract
has been awarded. While there are provisions in the Texas Public Information Act to
protect proprietary information, where the Proposer can meet certain evidentiary
standards, please be advised that a determination on whether those standards have been
met will not be decided by the City of Fort Worth, but by the Office of the Attorney
General of the State of Texas In the event a request for public information is made, the
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 2 of 24
City will notify the Proposer, who may then request an opinion from the Attorney
General pursuant to 552.305, Texas Government Code. The City will not make a request
of the Attorney General.
4.0 COMPLETION OF RESPONSES
4.1 Information presented in the Proposals will be used to evaluate the professional
qualifications of the Proposer(s) and to determine the Proposer(s) which will be selected
to provide professional services to the City
4.2 Responses shall be completed in accordance with the requirements of this RFP.
Statements made by a Proposer shall be without ambiguity, and with adequate
elaboration, where necessary, for clear understanding.
4.3 Proposals shall be limited to a maximum of ten (10) 8-1/2" by 11" pages (one side
only and including cover letter) using a font size no smaller than 11 point and one inch
margins. The Exhibit pricing sheets shall not be included in the ten (10) page maximum.
5.0 CLARIFICATIONS AND ISSUANCE OF ADDENDA
5.1 Any explanation, clarification, or interpretation desired by a Proposer regarding any part
of this RFP must be requested from Doris Brent, Contract Compliance Specialist, at least
fifteen (15) days prior to the published submission deadline, as referenced in Section 2.0
of this RFP.
5.2 If the City, in its sole discretion, determines that a clarification is required, such
clarification shall be issued in writing. Interpretations, corrections or changes to the RFP
made in any other manner other than writing are not binding upon the City, and Proposers
shall not rely upon such interpretations, corrections or changes Oral explanations or
instructions given before the award of the Contract are not binding
5.3 Requests for explanations or clarifications may be faxed to the City of Fort Worth at
(817) 392-8440 or emailed to Doris.Brent cr,fortworthtexas aov. Emails and Faxes must
clearly identify the RFP Number and Title
5.4 Any interpretations, corrections or changes to this RFP will be made by addendum. Sole
issuing authority of addenda shall be vested in the City of Fort Worth Purchasing
Division. Proposers shall acknowledge receipt of all addenda within the responses.
6.0 WITHDRAWAL OF PROPOSALS
A representative of the company may withdraw a Proposal at any time nrior to the RFP
submission deadline, upon presentation of acceptable identification as a representative of such
company.
7.0 AWARD OF CONTRACT
7.1 It is understood that the City reserves the right to accept or reject any and all Proposals
and to re -solicit for Proposals, as it shall deem to be in the best interests of the City of
Fort Worth. Receipt and consideration of any Proposals shall under no circumstances
obligate the City of Fort Worth to accept any Proposals. If an award of contract is made,
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 3 of 24
it shall be made to the responsible Proposer whose Proposal is determined to be the best
evaluated offer taking into consideration the relative importance of the evaluation factors
set forth m the RFP.
7.2 The City reserves the right to award a single contract or multiple contracts by sections
listed in the Scope of Work
7.3 Tentative Schedule of Events
RFP Release Date
Pre -Proposal Conference
Deadline for Questions
Proposals Due Date
Evaluation & Selection
Contract Negotiations
City Council Consideration
Notice to Proceed (anticipated)
8.0 PERIOD OF ACCEPTANCE
April 2, 2014
April 16, 2014
April 21, 2014, 5:00 PM (Local Time)
May 8, 2014 by 1 30 PM (Local Time)
May 12, 2014 through May 23, 2014
May 28, 2014 through June 12, 2014
June 14, 2014
June 30, 2014
Proposer acknowledges that by submitting the Proposal, Proposer makes an offer that, if accepted
in whole or part by the City, constitutes a valid and binding contract as to any and all items
accepted in writing by the City. The period of acceptance of proposals is one hundred and eighty
(180) calendar days from the date of opening, unless the Proposer notes a different period.
9.0 TAX EXEMPTION
The City of Fort Worth is exempt from Federal Excise and State Sale Tax; therefore, tax must not
be included in any contract that may be awarded from this RFP.
10.0 COST INCURRED IN RESPONDING
All costs directly or indirectly related to preparation of a response to the RFP or any oral
presentation required to supplement and/or clarify a Proposals which may be required by the City
shall be the sole responsibility of and shall be borne by the participating Proposers.
11.0 NEGOTIATIONS
The City reserves the right to negotiate all elements that comprise the successful Proposer's
response to ensure that the best possible consideration be afforded to all concerned.
12.0 CONTRACT INCORPORATION
The contract documents shall include the RFP, the Response to the RFP, the City's Professional
Services Agreement (Attachment B to this RFP) and such other terms and conditions as the
parties may agree.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 4 of 24
13.0 NON -ENDORSEMENT
If a Proposal is accepted, the successful Proposer, hereinafter "Firm," shall not issue any news
releases or other statements pertaining to the award or servicing of the agreement that state or
imply the City of Fort Worth's endorsement of the successful Firm's services.
14.0 UNAUTHORIZED COMMUNICATIONS
After release of this solicitation, Firms' contact regarding this RFP with members of the RFP
evaluation, interview or selection panels, employees of the City or officials of the City other than
the Purchasing Manager, the Minority and Business Enterprise (MBE) Office, or as otherwise
indicated is prohibited and may result in disqualification from this procurement process. No
officer, employee, agent or representative of the Consultant shall have any contact or discussion,
verbal or written, with any members of the City Council, members of the RFP evaluation,
interview, or selection panels, City staff or City s Consultants, or directly or indirectly through
others, seek to influence any City Council member, City staff, or City's Consultants regarding
any matters pertaining to this solicitation, except as herein provided If a representative of any
Firm violates the foregoing prohibition by contacting any of the above listed parties with whom
contact is not authorized such contact may result in the Firm being disqualified from the
procurement process. Any oral communications are considered unofficial and non -binding with
regard to this RFP.
15.0 PROPOSAL EVALUATION PROCESS
15.1 An evaluation committee will evaluate the responses to this Request for Proposals, may
interview one or more firms, and will recommend one to the City Manager. Selection of a
firm may be made without discussion with Firms after proposals are received Proposals
should, therefore be submitted on the most favorable terms
15.2 The City's evaluation panel will review all responsive submittals and select the best
evaluated proposals for further interview.
15.3 The City anticipates selecting the Firm(s) that will be recommended to the City Council
for award of a contract to provide the requested professional services to the City of Fort
Worth.
15.4 The City reserves the right to reject any or all proposals.
16.0 PROPOSAL EVALUATON FACTORS
16.1 Graphic Design, Public Relations and Marketing Experience — 25 points available
16.2 Marketing and Branding Methodology — 25 points available
16.3 Samples of Work 10 points available
16.4 References - 5 points available
16.5 MBE African -American (AA) Commitment —10 points available
16.5 Cost of Services — 25 points available
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 5 of 24
17.0 GENERAL PROVISIONS
The Firm may not assign its rights or duties under an award without the prior written consent of
the City of Fort Worth. Such consent shall not relieve the assignor of liability in the event of
default by its assignee.
18.0 ERRORS OR OMISSIONS
The Firm will not be allowed to take advantage of any errors or omissions in this RFP. Where
errors or omissions appear in this RFP the Firm shall promptly notify the City of Fort Worth
Purchasing Division in writing of such error or omission it discovers Any significant errors,
omissions or inconsistencies in this RFP are to be reported no later than ten (10) days before time
for the RFP response is to be submitted
19.0 TERMINATION
19.1 If this award results in a contract, it shall remain in effect until contract expires, delivery
and acceptance of products and/or performance of services ordered or terminated by the
City with a thirty (30) day written notice prior to cancellation. In the event of termination,
the City of Fort Worth reserves the right to award a contract to next lowest and best
Provider as it deems to be in the best interest of the City of Fort Worth.
19.2 Further, the City of Fort Worth may cancel this contract without expense to the City in
the event that funds have not been appropriated for expenditures under this contract. The
City of Fort Worth will return any delivered but unpaid goods in normal condition to the
Finn.
20.0 TERMINATION. REMEDIES. AND CANCELLATION
Right to Assurance. Whenever the City has reason to question the successful Firm s intent to
perform, the City may demand that the Finn(s) give written assurance of Firm's intent to perform.
In the event a demand is made, and no assurance is given within ten (10) calendar days, the City
may treat this failure as an anticipatory repudiation of the contract.
21.0 CHANGE ORDERS
No oral statement of any person shall modify or otherwise change or affect the terms, conditions
or specifications stated in the resulting contract. All change orders to the contract will be made in
writing by the City of Fort Worth's Financial Management Services Department and approved by
City Council if the dollar amount is over $50 000.00.
22.0 VENUE
The agreements) will be governed and construed according to the laws of the State of Texas.
The agreement(s) is (are) performable in Tarrant County Texas Venue shall lie exclusively in
Tarrant County, Texas.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 6 of 24
23.0 CONFLICT OF INTEREST
No public official shall have interest in this contract in accordance with Vernon's Texas Codes
Annotated, Local Government Code Title 5, Subtitled C., Chapter 171. If any conflict exists,
please complete Attachment C Conflict of Interest Questionnaire
24.0 INSURANCE
The Firm shall carry insurance in the types and amounts for the duration of this agreement as
listed in the Professional Services Agreement, Attachment B to this RFP, and furnish certificates of
insurance along with copies of policy declaration pages and policy endorsements as evidence
thereof.
25.0 CONTRACT CONSTRAINTS AND CONDITIONS
All services shall be provided in accordance with applicable requirements and ordinances of the
City of Fort Worth, laws of the State of Texas, and applicable federal laws.
26.0 INVOLVEMENT OF MINORITY BUSINESS ENTERPRISES (MBE)
26.1 It is the City's policy to involve Minority and Women Business Enterprises (M/WBE's)
in its procurement of professional services. The City's goal on this project is ten (10)
percent (10%) of the dollar volume of the contract for MBE (African -American)
participation. Indicate how the firm intends to meet the goal of 10% by listing the
name(s) of the certified or certifiable MBE (African -American) firms to be involved,
their scope of work and the estimated dollar amount of each firm. These firms must be
certified by the City before a recommendation for award being made to the City Council.
The City of Fort Worth utilizes the North Central Texas Regional Certification Agency
(NCTRCA) as its certifying entity.
26.2 If unable to meet the goal, the response must include a detailed explanation of their
'Good and Honest Efforts" to have done so. The City will not execute professional
services contracts in excess of a $50,000 fee without the goal being met or a good and
honest effort.
26.3 MBE (African -American) participation is part of the selection criteria.
27.0 COOPERATIVE PURCHASING
27.1 Should other governmental entities decide to participate in this contract, Proposers, shall
indicate in their proposals whether they agree that all terms, conditions, specification, and
pricing would apply.
27.2 If the successful Proposer agrees to extend the resulting contract to other governmental
entities, the following will apply Governmental entities within utilizing Contracts with
the City of Fort Worth will be eligible, but not obligated, to purchase material/services
under this contract(s) awarded as a result of this solicitation. All purchases by
governmental entities other than the City of Fort Worth will be billed directly to that
governmental entity and paid by that governmental entity. The City of Fort Worth will
not be responsible for another governmental entity's debts. Each governmental entity will
order its own material/services as needed
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 7 of 24
28.0 PAYMENT
All payment terms shall be "Net 30 Days" unless specified in the proposal.
28.1 The Firm shall invoice no more frequently than monthly for services provided.
28 2 Invoices shall be submitted to the City department that ordered and received the services
provided.
28.3 The Firm shall register for direct deposit payments prior to providing goods and/or
services usmg the forms posted on the City website at
http://www.fortworthtexas.gov/finance.
29.0 INTRODUCTION
All design/media materials must be adaptable for use in the production of print and online
ads, web and social media content, posters, flyers, and merchandise. The design/media
materials must also be formatted for reproduction in different sizes (ex. postcards, 81/4
inches by 11 inches and 11 inches by 17 inches) and in both color and black and white.
29.1 Ownership of Work
All data, material and documentation originated and prepared for each Airport
pursuant to this RFP shall belong to the Aviation Department. All designs,
including photographs and any other products that are part of the design resulting
from this contract shall become the property of the Aviation Department. All final
artwork native files shall be provided to the Aviation Department on USB drives
clearly identifying the project title and delivery date. In accordance with the terms
of any resulting Agreement, the Aviation Department will have unlimited right
and use of all artwork and products.
30.0 SCOPE OF WORK FOR BRANDING BOTH AIRPORTS:
30.1 Development of a branding strategy.
30.1.1 A copy of the City of Fort Worth Communications Handbook will be
made available to the successful Proposer for properly incorporating the
City's logo into design projects
30.2 Develop and design a logo for each Airport.
30.3 Develop a color palette, tag line, brand standards for each Airport.
30.4 Develop marketing brochures for each Airport.
30.5 Graphic Design/Branding Services (complete the Graphic Design Services
Price List - Exhibit A, if applicable)
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 8 of 24
30.5 On -Call Services for Graphic Design and Marketing (complete the On -Call
Services Price List - Exhibit B, if applicable)
30.6 Printing Services (complete the Printing Services Price List - Exhibit C, if
applicable)
30.7 Provide print ready photographs of each Airport for use in marketing materials
(300 dots per inch (dpi) minimum) — provide pricing on the Graphic Design
Services Price List - Exhibit A, if applicable).
31.0 PROPOSAL REOUIREMENTS
31.1 Submission Requirements
All proposals for this RFP must include at least the following sections to be considered
complete and responsive:
31.1.1 Statement of Qualifications
Statement should address the evaluation factors listed above and include:
• Identification of Proposer including the Firm's federal tax identification
number
• Complete contact information
• List of project staff and their relevant qualifications
• Aviation graphic design, advertising and/or marketing experience (if
applicable)
31.1.2 Experience
Description of the Proposer s abilities and experiences in the provision of
services associated with graphic design, advertising, public relations, branding,
marketing and photography. The description should specifically address the
evaluation factors listed above.
31.1.3 Marketing and Branding Methodology
Provide an overview of the Proposer's approach to the creativity, design, project
analysis, project review and approval, and standard project turn around, as well
as any other information the Proposer deems relevant
31.1.4 Samples of Work
PDF Samples of Work shall be included in the response to this RFP. Samples
shall include logos brochures, postcards, stationery packages, online
advertisements, and any other samples the Proposer deems relevant.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 9 of 24
31.1.5 Proposed Price
Proposed price for Graphic Design Services (complete the attached Price List Exhibit A - Graphic Design Services Price List).
Proposed price for On -Call Graphic Design and Marketing Services (complete
the attached Price List — Exhibit B-On-Call Services Price List).
Proposed price for Printing Services (complete the attached Price List — Exhibit
C - Printing Services Price List, if applicable).
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 10 of 24
EXIIIBIT A
Proposed Cost for Graphic Design Services
RFP 14-0116 - Graphic Design, Marketing and Branding
NOTES: All prices shall include three (3) concepts for presentation. All design/media materials
must be adaptable for use in the production of print and online ads web and social media
content, posters, flyers, and merchandise. The design/media materials must also be formatted for
reproduction in different sizes (ex. postcards (4 inches by 6 inches), 8% inches by 11 inches and
11 inches by 17 inches) and in both color and black and white. All final approved artwork shall
be provided in high resolution JPEG or PDF format for printing.
Graphic Design Service
Specifications Price (each)
Airport Logo — for both Airports
Graphic Design/Tri Fold
Brochure
Graphic Design/Tri Fold
Brochure
Graphic Design/Tri Fold
Brochure
Graphic DesignlTri Fold
Brochure
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Posters
Posters
Posters
Flyers
Rack Cards
Signs
Banners
Photography Services
Color and Grayscale (EPS (vector) format)
8.5" x 11" printed two sides/4 color and/or black
and white
8.5 ' x 11" printed two sides/2 color and/or black
and white
11' x 17" printed two sides/4 color and/or black
and white
11' x 17" printed two sides/2 color and/or black
and white
5" x 7' printed two sides/4 color and/or black
and white
5" x 7 ' printed two sides/2 color and/or black
and white
4" x 6' printed two sides/4 color and/or black
and white
4" x 6 ' printed two sides/2 color and/or black
and white
11' x 17" 4 color
18" x 24"; 4 color
24" x 36"; 4 color
8.5" x 11"; 4 color
9" x 4"; 4 color
12" x 18' ; 4 color
3feet x 10 feet; 4 color or 2 color
300 dots per inch (dpi)
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 11 of 24
EXIIIBIT B
Proposed Cost for On -Call Graphic Design, Marketing and Advertising Services
RFP 14-0116 - Graphic Design, Marketing and Branding
On -Call Services I lourly Rate
Advertisement Templates E-brochures, magazine ads, online ads, etc.
Graphic Design (as needed)
Marketing/Advertising Campaign
Management
News Releases and Other Media
Relations
Mail House Services
Development of New Media
Not listed in Exhibit A
Direct Mail Campaigns
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 12 of 24
EDIT C
Proposed Cost for Printing Services
RFP 14-0116 - Graphic Design, Marketing and Branding
Printing Services
8.5"xl 1" Tri Fold Brochure
Specifications — Quantity
Prints two side; 4/4; 100# gloss text 1,000 ea
Price
8.5"xl l" Tri Fold Brochure
8.5"xl 1" Tri Fold Brochure
11 "x17" Tri Fold Brochure
11"x17" Tri Fold Brochure
11"xl 7" Tri Fold Brochure
5' x 7" Direct Mail Postcard
5' x 7" Direct Mail Postcard
4' x 6" Direct Mail Postcard
4' x 6" Direct Mail Postcard
11" x 17" Posters
18" x 24" Posters
24" x 36" Posters
8.5" x 11" Flyers
4" x 9" Rack Cards
12" x 18' Signs
3feet x 10 feet Banner
3 feet x 6 feet Banner
8.5" x 11" Catalog
8 5" x 11' Letterhead
3 5" x 2' Busmess Card
No. 10 Envelope
Large Format Photographic
Printing
Prints two side; 2/2; 100# gloss text 1,000 ea
Prints two side; 1/1; 100# gloss text 1,000 ea
Prints two side; 4/4; 100# gloss text —1,000 ea
Prints two side; 2/2; 100# gloss text 1,000 ea
Prints two side; 1/1; 100# gloss text 1,000 ea
Prints two sides 4/4; 100# gloss cover —1000 ea
Prints two sides 2/2; 100# gloss cover —1000 ea
Prints two sides 4/4; 100# gloss cover —1000 ea
Prints two sides 2/2; 100# gloss cover 1000 ea
4/0; 100# gloss text — 250 each
4/0; 100# gloss text — 250 each
4/0; 100# gloss text — 250 each
4/0; 80# gloss text —1,000 each
4/4; 100# gloss cover — 2,500 each
4/0; 100# dull cover —100 each
4/0; 13 oz vinyl with hems and grommets — 1 ea
4/0; 13 oz vinyl with hems and grommets — 1 ea
4/4; 30 pages saddle stitch; 100# gloss cover;
80# gloss text — 250 each
4/0; 80# smooth white text — 500 each
4/0; 100# smooth white cover — 500 each
4/0; 80# smooth white -- 500 each
4/0 or 4/4; 100# gloss cover — per page price
36 x 48 — one each
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 13 of 24
ATTACHMENT A
CONFLICT OF INTEREST DISCLOSURE REOUIREMENT
Pursuant to Chapter 176 of the Local Government Code, any person or agent of a person who contracts or
seeks to contract for the sale or purchase of property, goods, or services with a local governmental entity
(Le The City of Fort Worth) must disclose in the Questionnaire Foam CIQ (` Questionnaire") the person's
affiliation or business relationship that might cause a conflict of interest with the local governmental
entity Bylaw, the Questionnaire must be filed with the Fort Worth City Secretary no later than seven days
after the date the person begins contract discussions or negotiations with the City, or submits an
application or response to a request for proposals or bids, correspondence or another writing related to a
potential agreement with the City. Updated Questionnaires must be filed in conformance with Chapter
176.
A copy of the Questionnaire Form CIQ is enclosed with the submittal documents. The form is also
available at http://www.ethics.state.tx.us/forms/CIQ.pdf.
If you have any questions about compliance, please consult your own legal counsel. Compliance is the
individual responsibility of each person or agent of a person who is subject to the filing requirement. An
offense under Chapter 176 is a Class C misdemeanor
•
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 14 of 24
CONFLICT OF INTEREST QUESTIONNAIRE
For vendor or other person doing business with local governmental entity
This questionnaire is being filed in accordance with chapter 176 of the Local
Government Code by a person doing business with the governmental entity.
By law this questionnaire must be filed with the records administrator of the
local government not later than the 7th busmess day after the date the person
becomes aware of facts that require the statement to be filed. See Section
176.006, Local Government Code.
A person commits an offense if the person violates Section 176.006, Local
Government Code.
An offense under this section is a Class C misdemeanor.
1. Name of person doing business with Iocal governmental entity.
2.
FORM CIQ
OFFICE USE ONLY
Date Received
Check this box if you are filing an update to a previously filed questionnaire.
(The law requires that you file an updated completed questionnaire with the appropriate filing authority
not later than September 1 of the year for which an activity described m Section 176.006(a), Local
Government Code, is pending and not later than the 7th business day after the date the originally filed
questionnaire becomes incomplete or inaccurate.)
3. Describe each affiliation or business relationship with an employee or contractor of the local
governmental entity who makes recommendations to a local government officer of the local
governmental entity with respect to expenditure of money.
4. Describe each affiliation or business relationship with a person who is a local government
officer and who appoints or employs a local government officer of the local governmental entity
that is the subject of this questionnaire.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 15 of 24
CONFLICT OF INTEREST QUESTIONNAIRE FORM CIQ
For vendor or other person doing business with Local governmental entity Page 2
5. Name of local government officer with whom filer has affiliation or business relationship.
(Complete this section only if the answer to A, B, or C is YES.)
This section item 5 including subparts A, B, C & D, must be completed for each officer with whom the
filer has affiliation or business relationship. Attach additional pages to this Form CIQ as necessary.
A. Is the local government officer named in this section receiving or likely to receive taxable income
from the filer of the questionnaire?
Yes Ll No
B. Is the filer of the questionnaire receiving or likely to receive taxable income from or at the direction
of the local government officer named in this section AND the taxable income is not from the local
governmental entity?
Yes ►J No
C. Is the filer of this questionnaire affiliated with a corporation or other business entity that the local
government officer serves as an officer or director, or holds an ownership of 10 percent or more?
❑ Yes ❑ No
D. Describe each affiliation or business relationship.
6. Describe any other affiliation or business relationship that might cause a conflict of interest.
7.
Signature of person doing business with the governmental entity Date
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 16 of 24
ATTACHMENT B
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
situated in portions of Tarrant, Denton and Wise Counties, Texas, acting by and through Fernando
Costa, its duly authorized Assistant City Manager, and ("Firm"), a
Corporation and acting by and through , its duly authorized
, each individually referred to as a `party" and collectively referred to as the
"parties."
CON '1'RACT DOCUMENTS:
The Contract documents shall include the following:
1. This Agreement for Professional Services
2. Exhibit A — Statement of Work plus any amendments to the Statement of Work
3. Exhibit B — Payment Schedule(s)
All Exhibits attached hereto are incorporated herein and made a part of this Agreement for all purposes.
In the event of any conflict between the documents, the terms and conditions of this Professional Services
Agreement shall control.
1. SCOPE OF SERVICES.
Firm hereby agrees to provide the City with professional services for the purpose of a Graphic
Design, Marketing and Branding for the Meacham and Spinks Airports. Attached hereto and
mcorporated for all purposes incident to this Agreement is Exhibit "A," Statement of Work, more
specifically describing the services to be provided hereunder.
2. TERM.
This Agreement shall commence upon ("Effective Date") and
shall expire on , unless terminated earlier in accordance with the provisions of
this Agreement. [Insert any available options]
3. COMPENSATION.
The City shall pay Firm an amount not to exceed [$insert amount] in accordance with the
provisions of this Agreement and the Payment Schedule attached as Exhibit "B," which is incorporated
for all purposes herein. Firm 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. The
City shall not be liable for any additional expenses of Firm not specified by this Agreement unless the
City first approves such expenses in writing.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 17 of 24
4. TERMINATION.
4.1. Written Notice.
The City or Firm 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 Non-annronriation of Funds.
In the event no funds or insufficient funds are appropriated by the City in any fiscal
period for any payments due hereunder, 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 shall have been appropriated.
4.3 Duties and Oblieations of the Parties.
In the event that this Agreement is terminated prior to the Expiration Date, the City
shall pay Firm for services actually rendered up to the effective date of termination and Firm
shall continue to provide the City with services requested by the City and in accordance with
this Agreement up to the effective date of termination.
5. DISCLOSURE OF CONFLICTS AND CONFIDENTIAL INFORMATION.
Firm hereby warrants to the City that Firm has made full disclosure in writing of any existing or
potential conflicts of interest related to Firm's services under this Agreement. In the event that any
conflicts of interest arise after the Effective Date of this Agreement, Firm hereby agrees immediately to
make full disclosure to the City in writing. Firm, for itself and its officers, agents and employees, further
agrees that it shall treat all information provided to it by the City as confidential and shall not disclose
any such information to a third party without the prior written approval of the City. Firm shall store and
maintain City Information m a secure manner and shall not allow unauthorized users to access, modify
delete or otherwise corrupt City Information in any way. Firm shall notify the City immediately if the
security or integrity of any City information has been compromised or is believed to have been
compromised.
6. RIGHT TO AUDIT.
Firm agrees 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 at reasonable times any directly pertinent books,
documents, papers and records of the Firm involving transactions relating to this Contract at no
additional cost to the City. Firm agrees that the City shall have access during normal working hours to
all necessary Finn 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 Firm reasonable
advance notice of intended audits
Firm further agrees to include in all its subcontractor agreements hereunder a provision to the
effect that the subcontractor agrees that the City shall until expiration of three (3) years after final
payment of the subcontract, have access to and the right to examine at reasonable times any directly
pertinent books, documents, papers and records of such subcontractor involving transactions related 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 work space in order to conduct audits in
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 18 of 24
compliance with the provisions of this paragraph. City shall give subcontractor reasonable notice of
intended audits
7. INDEPENDENT CONTRACTOR.
It is expressly understood and agreed that Firm 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 Agreement, Firm 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. Firm
acknowledges that the doctrine of respondeat superior shall not apply as between the City, its officers,
agents, servants and employees, and Firm, its officers agents, employees, servants, contractors and
subcontractors Finn further agrees that nothing herein shall be construed as the creation of a partnership
or joint enterpiise between City and Firm.
8. LIABILITY AND INDEMNIFICATION.
FIRM SHALL BE LL4BLE AND RESPONSIBLE FOR ANY AND ALL PROPERTY LOSS,
PROPERTY DAMAGE AND/OR PERSONAL INJURY, INCLUDING DEATH, TO ANY AND ALL
PERSONS, OF ANY KIND OR CHARACTER, WHETHER REAL OR ASSERTED, TO THE
EXTENT CAUSED BY THE NEGLIGENT ACT(S) OR OMISSION(S), MALFEASANCE OR
INTENTIONAL MISCONDUCT OF FIRM, ITS OFFICERS, AGENTS, SERVANTS OR
EMPLOYEES.
FIRM 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 FIRM'S
BUSINESS AND ANY RESULTING LOST PROFITS) AND/OR 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
AGREEMENT, TO THE EXTENT CAUSED BY THE NEGLIGENT ACTS OR OMISSIONS OR
MALFEASANCE OF FIRM, ITS OFFICERS, AGENTS, SERVANTS OR EMPLOYEES.
9. ASSIGNMENT AND SUBCONTRACTING.
Firm 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 Firm under which the assignee agrees to be bound
by the duties and obligations of Firm under this Agreement. The Firm 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 Firm referencmg this Agreement
under which the subcontractor shall agree to be bound by the duties and obligations of the Firm under this
Agreement as such duties and obligations may apply. The Finn shall provide the City with a fully
executed copy of any such subcontract.
RFP No. 14-0116, Graphic. Design, Marketing and Branding, Page 19 of 24
10. INSURANCE.
Firm shall provide the City with certificate(s) of insurance documenting policies of the followmg
minimum coverage limits that are to be in effect prior to commencement of any work pursuant to this
Agreement:
10.1 Coverage and Limits
•
(a) Commercial General Liability
$1,000,000 Each Occurrence
$2,000,000 Aggregate
(b) Automobile Liability
$1,000,000 Each accident on a combined single limit basis or
$250,000 Bodily injury per person
$500,000 Bodily injury per occurrence
$100,000 Property damage
Coverage shall be on any vehicle used by the Consultant, its employees, agents,
representatives in the course of the providing services under this Agreement.
"Any vehicle" shall be any vehicle owned, hired and non -owned
(c) Worker's Compensation
Statutory limits
Employer s liability
$100 000 Each accident/occurrence
$100 000 Disease - per each employee
$500 000 Disease - policy limit
This coverage may be written as follows:
Workers' Compensation and Employers' Liability coverage with limits consistent with
statutory benefits outlined in the Texas workers Compensation Act (Art. 8308 — 1.01 et
seq. Tex. Rev. Civ. Stat.) and minimum policy limits for Employers' Liability of
$100,000 each accident/occurrence, $500,000 bodily injury disease policy limit and
$100,000 per disease per employee
(d) Professional Liability (Errors & Omissions)
$1,000,000 Each Claim Limit
$1,000,000 Aggregate Limit
Professional Liability coverage may be provided through an endorsement to the
Commercial General Liability (CGL) policy or a separate policy specific to
Professional E&O. Either is acceptable if coverage meets all other requirements.
Coverage shall be claims -made and maintained for the duration of the
contractual agreement and for two (2) years following completion of services
provided. An annual certificate of insurance shall be submitted to the City to
evidence coverage.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 20 of 24
10.2 Certificates.
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. All policies except Workers' Compensation shall be
endorsed to name the City as an additional insured thereon, as its interests may appear
All policies shall contain a Waiver of Subrogation for the benefit of the City of Fort
Worth. The term City shall include its employees officers officials, agent and volunteers
in respect to the contracted services. Any failure on the part of the City to request
required insurance documentation shall not constitute a waiver of the insurance
requirement. 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. Such terms shall be endorsed onto Consultant's
insurance policies. 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.
11. COMPLIANCE WITH LAWS. ORDINANCES. RULES AND REGULATIONS.
Firm agrees to comply with all applicable federal state and local laws ordinances, rules and
regulations If the City notifies Firm of any violation of such laws, ordinances, rules or regulations, Finn
shall immediately desist from and correct the violation.
12. NON-DISCRIMINATION COVENANT.
Firm, for itself, its personal representatives, assigns, subcontractors and successors in interest, as
part of the consideration herein, agrees that in the performance of Firm'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 Firm, its personal representatives, assigns, subcontractors or successors in
interest, Firm agrees to assume such liability and to indemnify and defend the City and hold the City
harmless from 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: Administration Manager
4201 N Main St Suite 200
Fort Worth TX 76106
Facsimile (817) 392-5400
To FIRM:
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 21 of 24
14. SOLICITATION OF EMPLOYEES.
Neither the City nor Firm 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 the term of' this agreement,
without the prior written consent of the person's employer.
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 of Firm 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 Firm's
respective right to insist upon appropriate performance or to assert any such right on any future occasion.
17. GOVERNING LAW / VENUE.
This Agreement shall be construed in accordance with the internal 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 MAJEURE.
The City and Firm 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 m 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.
20. HEADINGS 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 and revised 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.
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 22 of 24
22. AMENDMENTS / MODIFICATIONS / EXTENSIONS.
No extension, modification or amendment of this Agreement shall be binding upon a party hereto
unless such extension, modification, or amendment is set forth in a written instrument, which is executed
by an authorized representative and delivered on behalf of such party.
23. ENTIRETY OF AGREEMENT.
This Agreement, including the schedule of exhibits attached hereto and any documents
incorporated herein by reference contains the entire understanding and agreement between the City and
Firm, 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 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. The other party is fully entitled to
rely on this warranty and representation in entering into this Agreement.
[SIGNATURE PAGE FOLLOWS]
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 23 of 24
IN WITNESS WHEREOF, the parties hereto have executed this Agreement in multiples this day
of , 2014.
CITY OF FORT WORTH:
By:
Fernando Costa
Assistant City Manager
Date:
ATTEST:
By:
City Secretary
APPROVED AS TO FORM AND
LEGALITY
By:
Assistant City Attorney
[NAME OF FIRM]
By:
Name:
Title:
Date:
ATTEST:
By:
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 24 of 24
WORT
ADDENDUM TO 111E REQUEST FOR PROPOSALS
RFP 14-0116, GRAPHIC DESIGN, MARKETING AND BRANDING
CITY OF FORT WORTH
PURCHASING DIVISION
ADDENDUM NO. 1 DATE ISSUED: April 28 2014
REQUEST FOR PROPOSAL NUMBER: 14-0116
ORIGINAL PROPOSAL SUBMISSION DATE: May 8, 2014 (unchanged)
Addendum No. 1, dated April 28, 2014 is hereby amended to incorporate in full text the
following provisions:
Questions and Answers received at the pre -proposal conference and email are hereby
incorporated, in full text, pages 2-7.
All other terms and conditions remain the same.
JACK DALE
PURCHASING MANAGER
COMPANY NAME*
SIGNATURE*
NOTE: Company name and signature must be the same as on the bid documents.
Questions and Answers (Q&A) for City of Fort Worth
RFP 14-0116
GRAPHIC DESIGN, MARKETING AND BRANDING
Q1. Is the print pricing (Exhibit C) for comparison purposes or are these actual specifications
and quantities the airports will require?
Al. The print pricing requested in Exhibit C is for comparison purposes for this RFP. The selected
vendor may have different specifications and/or quantities as the work progresses with the
airports.
Q2. If the prime vendor is a certified M/WBE, do they still have to meet the City's goal of 10%
of dollar volume for MBE (African -American) participation9
A2. Yes, M/WBE prime vendors must follow the same requirements as non -certified primes as it
relates to this solicitation Therefore, all primes must meet or exceed the 10% MBE African -
American participation requirement. -
Q3.
If the prime vendor is a graphic design firm, can the 10% MBE requirement be met by
hiring an African -American printing company or Public Relations firm?
A3. Prime vendors can select any services or suppliers to meet or exceed the 10% MBE African -
American goal.
Q4. How does the M/WBE compliance work with a joint venture?
A4. John Ventures will receive the maximum points from the M/WBE Office if the Joint Venture
proposal meets the City of Fort Worth's Joint Venture requirements
Does the City of Fort Worth have a joint venture form to provide to firms?
Q5.
A5. Yes, the Joint Venture writeable form is attached to this addendum. The Joint Venture writeable
form must be completed, notarized and submitted with your proposal. Also, a copy of the Joint
Venture Agreement needs to be included with your proposal as well.
Q6. What is the term of the contract for this RFP?
A6. The contract term for this RFP will be one year with options to renew. The number of options has
not been determined.
Q7. Who is the audience for these marketing services?
A7. This is the first project for marketing these airports. Both airports have different markets.
Meacham Airport has focused on corporate business travelers and private plane customers.
Spinks Airport has focused on small plane operators, flight instruction and General Aviation
(GA). The Aviation Department wants to market to pilots, local citizens land developers,
planners of local events, and conventions as well as international and national sports teams.
RFP 14-0116, Graphic Design, Marketing and Branding, Page 2 of 7
Guidance from the selected vendor(s) will be required for accomplishing the marketing goal of
the airports. Spinks Airport would hke to capitalize on the growth of businesses relocating to the
South Fort Worth, Burleson and Crowley areas.
Q8. Will marketing consulting services be required?
A8. Yes, both airports will need consulting help for all services.
Q9. Will social media services be needed?
A9. Yes, the airports look forward to incorporating social media into all aspects of marketing.
Q10. How do the airports expect to benefit by reaching out to developers?
A10. The Spinks Airport especially wants to reach out to developers to build in the area surrounding
the airport. Spinks has land for development.
Q11. How does website development fit into the marketing of the Airports?
Al 1. The City is currently working on a new content management system for the City's website. Once
the airport branding is completed, the selected vendor(s) may be involved in creating pages that
will be incorporated into the City s website format.
Q12. What is the most under-utilized aspect of the airports?
Al2. Marketing to transient (anyone who flies in but is not based at the airport) pilots and corporate
jet pilots worldwide. The airports would like to be marketed as Fort Worth's global connection.
The airports would like the marketing plan to incorporate how our base of on -site customers can
be expanded.
Q13. Can you provide a list of associations the airports belongs to and list any journals,
magazines or other advertising currently used by the airports? What journals, magazines
or online advertising would the airports like to use in the future?
A13. Yes, the Airports are members of AOPA (Aircraft Owners and Pilots Association) and NBAA
(National Business Aviation Association). We currently advertise in Texas Rangers Yearbook,
Airay.com and various aviation industry publications.
Q14. What is the largest aircraft the Airports can accommodate?
A14. Meacham can accommodate a Boeing 787 if it has low fuel and no passengers. Spinks can
accommodate aircraft with single main landing gear weighing up to 12,500 lbs. and aircraft with
dual main landing gear up to 60 000 lbs (Heavier aircraft may be issued a waiver to operate; this
is decided on a case -by -case basis )
RFP 14-0116, Graphic Design, Marketing and Branding, Page 3 of 7
Q15. Who is your closest competitor?
A15. All three local airports (Meacham, Spinks and Alliance) operate separately Each airport has its
own identity. Meacham was founded in 1925 and is one of the oldest airports in the country
Arlington, Grand Prairie and McKinney would be other nearby competitors. Alliance is not a part
of this RFP because they are privately managed
Q 16. What is the distance between the airports?
A16. The distance between the two airports is approximately 19.3 miles. Meacham Airport is
approximately 5 miles from downtown Fort Worth and Spinks Airport is approximately 12 miles
from downtown Fort Worth.
Q 17. How are the airports funded?
A17. The Aviation Department is an enterprise fund. Both airports derive funding from tenant ground
and hangar leases and fuel flowage fees. Funding for the Capital Improvement Projects is
provided by the Texas Department of Transportation (TxDOT) and the Federal Aviation
Administration (FAA) with a percentage match by the Aviation Department.
Q 18. Will there be a need for signage and environmental graphics?
A18. A separate Request for Qualifications for signage recently closed However, there may be a
requirement for some signage as part of the On -Call Services for this RFP.
Q 19. In Exhibit C, Proposed Cost for Printing Services, can you provide quantities for the 8.5x11
Catalog, Business Card, No 10 Envelope and Large Format Photographic Printing?
A19. See the attached revision to Exhibit C showing quantities for the Catalog, Business Card, No. 10
Envelope and Large Format Photographic Printing. The revised Exhibit C will also be posted on
the City website.
Questions received via email:
Q20. Do project samples count towards the 10 page limit for responses?
A20. No, the samples and Exhibits do not count towards the 10 page limit.
Q21. Is there a certain paper type/format (Le. binding/binder, etc.) that is preferred for the
proposal?
A21. No specific type of paper/format or binding is preferred for the proposal.
Q22. Can we use the City's logo in any proposal capacity?
A22. The City's logo may be used in the proposal, however, specifications for use of the City's logo
will not be released until a contract is awarded.
RFP 14-0116, Graphic Design, Marketing and Branding, Page 4 of 7
Q23. What are the City's Pantone® Matching System (PMS) colors?
A23. Consistently accurate color is achieved in print by using the PMS In the City's logo, the words
"Fort Worth" must be printed in PMS 288 (blue ink) in Cheltenham font. The steer head must be
printed in PMS 725 (brown ink). Punters must use these colors. Vendors unable to use the PMS
system must match the PMS colors as closely as possible and receive approval prior to printing.
Q24. Will a sign -in sheet from the pre -proposal conference be made available to firms who are
submitting proposals?
A24. The sign -in sheet from the pre -proposal conference is part of this addendum.
Q25. Will proposal addenda be updated on the City's website?
A25. Yes, all addenda will be posted to the City website.
Q26. Do the responding vendors need to be registered with the State of Texas to respond?
A26. No, responding vendors do not need to be registered with the State of Texas to respond to the
RFP. However, vendors must be registered with the City of Fort Worth upon execution of a
contract.
Q27. Is there a preference for in -state vendors?
A27. No, there is no preference for in -state vendors.
Q28. Have you identified a budget for the project as a whole, it would be useful to know a
ballpark range.
A28. The estimated graphic design, marketing and branding budget for both airports has not been
determined
Q29. Can we assume that "On -call Graphic Design/Marketing Services" and "Printing Services"
would not be included as part of the budget?
A29. The budget will cover all services: graphic design, marketing, branding, on -call graphic design
and printing services.
Q30. Can you provide quantities on the catalog, letterhead, business cards and envelopes?
A30. See revised Exhibit C attached to this Addendum.
Q31. What substrate are the signs printed on? Are they simply printed to cover weight or do they
need to be corrugated plastic, foam core, etc?
A31. Corrugated plastic will be the most common substrate. However, other substrate may be requested.
RFP 14-0116, Graphic Design, Marketing and Branding, Page 5 of 7
Q32. When we run the oversized posters we run them on a photo paper. The photo paper is
thicker than 100 lb. text paper, would that be acceptable other than 100 Ib. text?
A32. Yes, photo paper is an acceptable medium for oversized posters.
Q33. Will the 1/1 printing be in black ink or single color ink?
A33. The 1/1 printing will be black ink only.
Q34. Please confirm that proof of required insurance is to be presented upon awarding of the
contract (prior to work start), and not to be submitted with the RFP response.
A34. A Certificate of Insurance is required upon contract award before a Purchase Order can be
released.
Q35. Surveys and Research:
a. Are there any existing research or benchmark surveys that have been conducted
towards rebranding the airports?
b. If there is research, was this created by a third -party agency or the airport
management and staff?
A35. There is no existing research for marketing the airports.
Q36. Branding Campaign: is the airport management open to focus groups and target audience
or general public involvement during the rebranding research process?
A36. Yes, the airport management is open to focus groups during the rebranding research process.
Q37. Are you open to having your agency develop a media or communications plan?
A37. Yes, the Aviation Department is open to having a media or communications plan developed.
Q38. Who are the stakeholders that are making the decisions on rebranding plans and strategy?
A3 8. The Aviation Department Management Team will be making these decisions.
Q39. Do you currently have an agency of record relationship?
A39. No, there is currently no agency of record relationship.
Q40. Can we get a copy of your previous marketing plan?
A40. There is no previous marketing plan.
RFP 14-0116, Graphic Design, Marketing and Branding, Page 6 of 7
Q41. Do you have to be a local agency from Texas?
A41. There is no local marketing agency from Texas requirement at this time.
Q42. What are the limits on ground transportation?
A42. I assume this is ground transportation from other parts of the City to the airport. If this is the
case, there is a bus route that drops off at the Meacham Airport. As far as we know, there are no
plans for rail service at this time.
Q43. The Wright Amendment expires in October 2014, it will increase nonstop flights for
Southwest Airlines, it is anticipated that this will more than likely affect the private jet
business at Love Field, are you anticipating this growth?
A43. Yes, we anticipate growth as a result of the expiration of the Wright Amendment.
Q44. Should the completed Questionnaire Form CIQ be included in the proposal?
A44. The completed Form CIQ should be included with proposal submission
Q45. Should the Professional Services Agreement be included in the proposal?
A45. The Professional Services Agreement (Attachment B) should not be included in the proposal. It is
attached for the Proposer's review of the City's terms and conditions.
RFP 14-0116, Graphic Design, Marketing and Branding, Page 7 of 7
ATTACHMENT B
ROCKET RED, LTD. RESPONSE TO
REQUEST FOR PROPOSALS
RFP 14-0116, GRAPHIC DESIGN, MARKETING AND BRANDING
4ifr
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
May 08, 2014
City of Fort Worth
Request for Qualifications for: Graphic Design, Marketing and Branding
RFP No : 14-0016
To Whom It May Concern:
We are excited about the possibility of working in tandem with the City of Fort Worth to assist
in the branding of the City's two airports —Meacham and Spinks Airports We believe our
experience in working with city -owned aviation properties, FBOs, MROs, aerospace leaders
and municipalities uniquely qualifies us to meet and even exceed the requirements of the
RFP for graphic design marketing and branding services.
Rocket Red is a woman -owned design, advertising/marketing services and digital interactive
agency specializing in a consultative strategic approach to its clients' work and relationships.
We are recognized as an SBE, HUB and as a M/WBE agency, located in the DEW Metroplex.
We consider ourselves a hybrid agency focusing on nontraditional communications because
we live in an unconventional world. With over 100 years of combined experience, the team at
Rocket Red is full of exceptionally confident, intelligent, creative thinkers. Our wide-ranging
experience brings great perspective to the table, helping guide our strategy to most effectively
and efficiently achieve your goals.
At Rocket Red, we know creating a meaningful brand identity, strategy and complementary
advertising and marketing program is a lot more than delivering a bold font with bright colors
or developing clever headlines, humorous billboards and promotional programs. It's using
insight to build a cohesive message -one that will not only amplify the value the city's airports
deliver to the community, but also attract and engage a wide range of audiences to call
Meacham and Spinks Airports home.
Our goal is to help you achieve your goals as a best -in -class operation as you near your 100th
year celebration. (Boeing's 100th year is also going to be celebrated in 2015 with a global
exhibition tour) As you will see from our experience and bios we meet all of your desired
criteria and requirements. The added bonus —my career started as a radio personality and
private pilot, flying both a Cessna 150 and Piper Tommyhawk for 4-6 hours a day while
delivering traffic reports. Flying has always been a personal passion making this opportunity
all the more interesting.
We look forward to hearing more and to the possibilities of working together.
Regards,
Gayden Day
Principal, Rocket Red
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
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AWARDS Qil I LL
Section 1. Statement of Qualifications
IDENTIFICATION OF PROPOSER AND CONTACT INFORMATION
Rocket Red, LTD (Tax Identification #: 20-3418113
Contact Information:
Gayden Day, Principal
1700 Pacific Ave., Ste. 250, Dallas, Texas 75201
T: (972) 776-0022
F: (972) 776-0023
Email: Gayden@rocketred.com
Years in Business: 23+ years
Rocket Red, LTD
We re a collective of deep thinkers, artistic mavens, exceptional top guns
and cultural connoisseurs, working the cutting edge of digital, experiential,
promotional and social marketing with a twist on the traditional. We develop
and execute ideas, creating relationships through deep levels of engage-
ment between brands and their consumers.
July 4 is a special holiday for Rocket Red as the company's name evolved
from this anthem and a fascination with rockets and, of course, the passion
represented by the color red. Celebrating our nation's birth toward
independence and our emergence as an independent agency breaking
away from the "big boys began in 2005. Prior to that the company's roots
go back 15 years under the name The Day Group, which focused on the
creative and strategy behind the brand.
A few industry accolades - although our client's success is what
really floats our boat!
• 2014 Gold Quill Award, Introduction of NTTA's $20 Starter Tag
• 2013 Web Marketing Association, Outstanding Achievement in
Web Development, Lund International
• 2012 Official Honoree by the 16th Annual Webby Awards,
The Global Report Card
• JCPenney Minority Supplier Development Award
• Winner of two Telly Awards
• "Best of Show" Change Your Perspective/GES Exhibitor Show 2012
• 2011 Obelisk Nominee — Newman Village
• 2010 SAM Awards — Newman Village
ROCKET IV SDI 2
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
ROLE:
• Goal refinement
• Strategy development
• Performance metrics
• Brainstorming — ideation
• Overarching creative
direction
• Formal presentations
ROLE:
• Brainstorming — ideation
• Creative direction
• Formal presentations
• Interactive design
• Experiential design
• Art direction for VIP
promotional signage
ROLE
• Brand management
• Concept generation
• Environmental graphic
design
• Wayfinding signage
• Trade show booth design
• Presentation support
PROJECT STAFF AND THEIR RELEVANT QUALIFICATIONS
Gayden Day, Principal
Gayden has over 30 years of experience in all facets of marketing — serving
as a chief strategist, a rainmaker, a realist and producer. She has developed
her understanding of marketing, sales and operational disciplines firsthand —
working, managing and leading teams within a variety of industries.
Respective to working with municipalities or public -serving organizations,
Gayden has worked closely with the City of Dallas on a variety of programs
during the past decade inclusive of the following departments Aviation
Services (Dallas Executive Airport/Love Field) and Stormwater Pollution
Prevention. Programs developed to support departments include a
multi -pronged approach and integrated campaign efforts inclusive of
print, broadcast, digital OOH, educational programs for respective
ISDs, presentation materials for the business communities as well as
the production of bilingual educational videos and collateral materials.
Additional relevant experience includes client relationships with North Texas
Tollway Authority, Boeing, Bell Helicopter and NASA.
Gayden received her BS Degree (within three years) with a double major in
Journalism and Public Relations and a double minor in Art and Photography
from University of Southern Mississippi in 1978.
Steve Ringer, Creative Director
As Creative Director, Steve is responsible for managing all creative work
produced by Rocket Red. His 20+ year career in advertising has given him
a unique ability to build brands and motivate target audiences across all
disciplines and media With a background in both writing and art direction,
Steve is unique among marketing professionals. He has written, art directed
or managed branding and advertising campaigns for clients such as NTTA,
City of Dallas Aviation Services, Blockbuster, Anheuser-Busch, World Vision,
Pepsi, Microsoft, Adobe, the George W Bush Presidential Center, Hanwha
Surfaces, Grandy's Restaurants and Darling Homes, to name a few Steve
attended the University of Texas where he earned a Bachelor of Science
Degree in Advertising, graduating in 1990,
Michelle Morgan, Art Director
With a diverse background brand development, integrated campaigns
and interactive solutions for a variety of clientele, Michelle is a versatile Art
Director with experience creating solutions for traditional print, web design,
online advertising, email marketing, editorial, event design, direct mail and
social media, as well as commercial and web video
Michelle's experience includes traditional and non-traditional creative
solutions for brands including NTTA Dallas Executive Airport, Love Field,
Texas Instruments, Chronic Disease Fund, TIGI, Berkley Insurance, LaQuinta
SMU, StarLeaf, Lund International, Darling Homes and Express Working Capital.
ROCKET nw
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
ROLE.
• Responsible for consumer
relevance of the brand
communications strategy
• Represents the client
in all advertising
communications through
research -suggested
media buy
• Monitors and interprets
cultural and social trends
Chantel Jones, Account Manager
Chantel currently serves as an account manager and media planner
for several accounts within the agency. In this role, she manages the
administrative and logistic details for clients including estimates, invoices,
master billing statements and account logistics. Additionally, she conducts
secondary research and assists the account teams in the development of
integrated media plans
Prior to joining the team at Rocket Red, Chantel was a Print Media Planner
at The Richards Group, where she developed media plans inclusive of radio,
outdoor, newspaper, magazine and business journals. She worked closely
with the account team to develop target audience profiles highlighting
media consumption, demographics, psychographics, lifestyles and purchase
behaviors using the Mediamark Research & Intelligence (MRI) database.
She also employed media tools such as MRI to direct new business strategy
and planning.
LIST THE NAMES OF THE CERTIFIED MBE (AFRICAN-AMERICAN)
FIRMS TO BE INVOLVED THEIR SCOPE OF WORK AND THE
ESTIMATED DOLLAR AMOUNT OF EACH FIRM.
Focus Communications, Ken Carter
MBE Certification Number: BMDB59729Y0115
As a 34-year-old Dallas -based certified minority -owned marketing and
public relations agency, Focus Communications is a subject matter expert
regarding the local and regional corporate and community base. As a
services provider to national private public and nonprofit sector clients,
the agency understands how to develop a value proposition and marketing
strategy that is well received by the diversified audience(s) both these
airports serve.
Role. As a service provider to the City of Dallas Ken Carter understands
how to work with municipalities and their constituents. He will work in
tandem with Rocket Red to ensure all voices are reflected in the branding
strategy and marketing messages crafted.
5% of Contract
Jeffrey Washington
MBE Certification Number: BMDB58945Y1014
Jeffrey Washington is a Dallas/Fort Worth based freelance photographer
specializing in editorial, portraits, events and weddings. Jeffrey started
his career after graduating from the University of Texas at Arlington with
a Bachelor of Arts in Communication (photojournalism). He later interned
with the Cap Cities/ABC newspaper, working at papers in Michigan, The
Oakland Press; Kansas City, Kansas City Star; and Texas, The Fort Worth Star -
Telegram. He spent 13 years as a staff photographer at The Star -Telegram
before becoming a freelance wedding, portrait and event photographer.
5% of Contract
1. ocxc r nec 4
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
ted
AVIATION GRAPHIC DESIGN, ADVERTISING AND/OR MARKETING
EXPERIENCE (IF APPLICABLE)
During our 23+ years in business, we have crafted thousands of marketing
strategies and multimedia advertising campaigns for some of the most inno-
vative brands worldwide. From TV, print and out -of -home (OOH), to experi
ential, digital and social media marketing, we have a breadth of experience
and expertise that turns client goals into bottom -line realities.
Relevant Experience
• Aviation: American Airlines, Southwest Airlines, Boeing IDS, Boeing BCA/
Dreamliner, Dallas Executive Airport, Love Field, Regal Aviation, Air Shares,
Marquis Jets, NetJets, FBOs-Signature, Pontiac Air Center, Atlantic Aviate and
Jet Aviation, CAVOK Software (lead software developer)
• Municipalities/TxDOT: City of Dallas: Stormwater Pollution Prevention Program,
NTTA
• Trade shows/Special events: NBAA: Boeing, Paris Air Show: NASA Boeing,
MPI• Savoya/Savoya Local/Freeman/GES CES: AMD/Wired/Dell/HP/Microsoft,
SEMA: Lund International SPE/OTC: Halliburton BP/Arco, Shell; World Energy
Congress: Halliburton, Reliant, World Space Congress: Boeing Experience,
Opening Session
• Large scale event production: Texas Sesquicentennial in CBD (45,000 in
attendance); Sprint/Jay Leno San Francisco, Broker's Bash for Top 50 US Real
Estate Brokers West End Grand Opening, Black Tie Event JCPenney Hispanic
Designers Model Search Hundreds of Corporate Events
• Corporate traveler/Destination marketing/Hospitality: Freeman/MPI
Experience Savoya/Savoya Local, Wyndham Jade Virtuoso, LaQuinta, Aloft
• Real estate Bramalea Commercial mixed -use, office, hotel, retail, restaurant,
industrial, residential developments throughout US and Canada, Hurd
Development: The Centrum Aberdeen, Belvedere, Spring Valley Center, Darling
Homes/Frisco Partners: Residential builder, master -plan developer
• Attraction venue: Circuit of the Americas/Formula 1 US Grand Prix, SkyVue in Las
Vegas, 2010 Canadian Olympics Pavilion
• Corporate brands: George W. Bush Presidential Center, AMD, Boeing, HP,
Cisco, IBM Microsoft, Radio Shack, Blockbuster JCPenney, GameStop, Furr's,
Whataburger, Grandy's
• Sports marketing: Relationships with Dallas Mavericks, Texas Rangers, Dallas
Cowboys, Dallas Stars, FC Dallas, Lone Star Park, PGA, LPGA, NASCAR, F1USGP
DOCKET 12SO
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
IDEA
Work with area Film
Commissions and "Dallas"
show's Location Manager, John
Patterson, to negotiate filming
opportunities. Rocket Red can
work with your team to pitch
scenes, props and provide
video clips of potential areas
for filming to bring "a touch of
fame" into play.
IDEA
Celebrate your 100th Year
Anniversary by setting a
"world record" engaging
the community. Tap into
Boeings Global Tour —hosting
their exhibition onsite or by
sponsoring an event in tandem
with their DFW exhibition.
Section 2. Experience
Description of the Proposer's abilities and experiences in the provision of
services associated with graphic design, advertising, public relations, brand-
ing, marketing and photography. The description should specifically address
the evaluation factors listed above.
ROCKET RED CAPABILITIES AND SERVICES
Our core services and capabilities include:
Brand Assessment & Development: A company's brand is the most
valuable asset. We work with existing and emerging brands to help clients
build and manage their brands consistently across channels through
branded experiences that get noticed, used, valued and shared. Building
a connected brand requires creative and strategic thinking, compelling
experiences and the right message targeting the right customer at the
right time and place. We bring brands to life through engaging, persuasive,
actionable and collaborative storytelling that's consistent cohesive and stays
true to your brand personality. When it's done right, it goes well beyond
brand marketing and awareness to programs that inspire the holy grail of
marketing: true audience advocacy.
Graphic Design & Photography: Graphic design, illustration, photography
services for direct response, collateral, brand marketing and consumer -led
campaigns guarantee bottom -line results — especially when integrated with
social media public relations and events We have on -staff photographers
and relationships with photographers skilled in shooting everything from
high fashion to commercial real estate.
Traditional/Non-traditional Advertising. We are media agnostic and can
easily create TV, radio, print, OOH or online media campaigns with diverse
tactical tools coupled with innovative thinking.
Public Relations/Media Relations: Spread the word or spruce up your
image. We do research, planning and execution of highly effective public
relations campaigns with quantitative results. From schedulers and
dispatchers to corporate/private pilots and developers, we understand how
to reach and connect with these audiences to raise your visibility across a
variety of media.
Social Media Marketing: We work with you and your team to tap into, grow
and amplify the two-way conversation naturally happening between you and
your customers. We architect the strategy, create content plans, build and
manage communities, write blogs, produce videos — but most importantly
build a brand engagement where your audience lives — at work and at play.
Market Research: Targeted market research using a variety of tools that fit
your specific needs. Focus groups, surveys, online data collection, crowd
sourcing and more, We gather the data that helps you learn as much as you
can about your customer or potential prospect. Then we analyze it, identify
key issues and help you best utilize the results
RoGKET nen
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
IDEA
Engage with youth programs —
Boy Scouts Girls Scouts and
Young Eagles
CROSS MARKET
STAR-STUDDED EVENTS
The Golden Globes
The Academy Awards
The Grammy Awards
Cannes International
Film Festival
The Sundance Film Festival
The Singapore Yacht Show
Palm Beach International
Boat Show
Paris Fashion Week
Kentucky Derby
The Super Bowl
The Indianapolis 500
The PGA Tours & Championship
The NBA Championship
Media: It's a wide field. From television to pre -roll, digital signage to rich
media banners, out -of -home to social media — and everything in between,
we've created for it, negotiated it and placed it. Senior -level planning
talent supported by industry -standard tools and buyers with local to global
experience. Media buying means negotiation period. We have deep
expertise in the nuances of researching, negotiating and implementing
advertising placement. We take a unique, personal approach to media
planning and buying and provide comprehensive value-added services in a
package designed to meet your specific requirements.
Marketing: Consumer marketing, B2B, web marketing: We'll consult with
you to create the right marketing mix to promote your business.
Interactive Marketing & Online Brand Engagement: We create compelling
stories and experiences through the integration of marketing mediums
which may include the development of the following: responsive websites,
microsites/landing pages, digital audio and video content, social media
campaigns SEM/SEO programs affiliate programs, mobile marketing (SMS)
promotions, educational games, interactive museum displays, web -based
apps and guerrilla marketing campaigns.
Digital Services: We love blazing new trails with our client to integrate
technology to create relevant useful and memorable experiences. From
RFID technology, geo-fencing and augmented reality to digital signage and
app development — we are on it!
We have in-house talent well versed in understanding the importance
of delivering a compelling user -centric experience. Our interactive team
is skilled in frontend and backend development — proficient in: AJAX,
JavaScript, HTML/HTMLS, MVC frameworks such as Zend Framework, CSS
3, jQuery, PHP, MySQL.
Retail Environmental Design & Marketing: Bringing the brand to life in a
memorable way that drives your audience to action. We specialize in the
concept and design of retail environments pop-up retail, kiosks, exhibit and
event experiences marketing centers and mobile marketing vehicles.
Multimedia/Digital Content: High -impact, multilayered 2D and 3D
graphics for a large variety of media and venues, including YouTube
videos, educational and instructional web videos, digital signage content
development, show -opens, DVDs and more.
ROOIGET neo 7
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
Section 3. Marketing and Branding Methodology
Provide an overview of the Proposer's approach to the creativity, design,
project analysis, project review and approval, and standard project turn
around, as well as any other information the Proposer deems relevant.
OUR METHODOLOGY
The discovery and planning phase is where the project plans are docu-
mented, the project deliverables and requirements defined and the project
schedule created. This involves creating a plan and the documentation
needed to help guide our teams through the execution and closure phases.
The plans created during this phase will help both parties manage time,
cost, quality, change, risk and related issues. It will also ensure we deliver the
project on time, within schedule and on budget.
Project planning is the heart of the project life cycle, and tells everyone
involved where you're going and how you're going to get there. Specific to
this scope of work, project planning enables us to:
• Perform marketing and communications audits — inclusive of a SWOT analysis
• Leverage internal studies, research conducted through interviews and dialogue
with various stakeholders, customers and the community
• Establish and clearly define short-term objectives and Tong -term goals
• Determine metrics for measuring and evaluating success
ROCKET RED I METHODOLOGY
SCIENCE
-. DISCOVERY
IP
STRATEGY
DESIGN
-Lissted inA lard :-='�` :�=Jiirkec resew h - 2 - "- Define key, messaging
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-`Goalc_readon ' `: _" D-efine.targe -�- T _-' -::::-.tr Developdesignstrategy
rDevelop key Insig tsh 4..--- P.osluontng '2e-1.— ne and focus
,r^• `.--mot' ..1,
CREATE
- Produce visuals
Develop launch plan
Launch digital/social
strategy
- Prep for Impact
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8
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
STANDARD
TURNAROUND TIMES
Our business is driven by your
deadlines. We make things
happen (when we need to) to
meet your needs. We have
provided a few guidelines for your
review.
Branding Strategy & Market
Positioning 6-8 Weeks
Brand Identity Development
& Refinement
Logo Design
3-4 Weeks
Color Palette 1-2 Weeks
(or in tandem with logo design)
Marketing/Col lateral
Support & Refinement
Brochure/Tri-fold
Direct Mail
Posters
Flyers
Signage
Banners
Advertising
Full Page Ad
2-3 weeks
1-2 weeks
1-2 weeks
1-2 weeks
1-2 weeks
1-2 weeks
1-2 weeks
Public Relations/News Releases
(immediately if needed)
Press Release 3-5 days
ADDRESSING CHALLENGES AND REQUIREMENTS:
TRANSPARENCY & ACCOUNTABILITY MEASURES
We treat your business as though it was ours — our livelihood is dependent
upon it. Our jobs are an open book and our clients are encouraged to
inspect what they expect. We constantly communicate to ensure their goals
are being met and issues are resolved quickly.
Managing project expectations and scope creep
Rocket Red uses a simple methodology for estimating and delivering
Incremental, project -related enhancements or scope changes. All requests
for requirements changes will be tracked and managed through our change
request forms which detail the requested changes, associated costs and af-
fected timelines Change requests are not submitted as viable work requests
within the agency until the client has provided written approval indicating a
full understanding of the request associated cost and possible impacts on
the schedule.
Approach to documentation and monthly status reports
The Account Team lead provides monthly written status reports to the
primary contact for the client. The reports shall include the following
information tracked against the project plan:
• Summary of tasks completed in previous month
• Summary of tasks scheduled for completion in the next month
• Summary of issue status and resolutions
Monthly client/Agency meeting
These status meetings are held at least once per month and are coordinated
by the account manager. Ideally, every member of the account and client
team participates in the meeting The account manager sends the status
report to each member of the team prior to the meeting time so everyone
can review it in advance.
ROCKET nen
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
IDEA
Work with FBOs to host fly -ins
and open houses on a more
regular basis.
IDEA
Engage area schools in model
plane building or rocket
design launch contest held
on the grounds or judged
with exhibition hosted by the
airport(s)
Getting started, Rocket Red's team will want to...
Use the full measure of the city's resources and affiliations including the
Office of Economic Development, DCVB, area Chamber of Commerce,
business and community leaders hospitality, hotel and restaurant
associations to help:
• Establish clear, quantifiable goals and performance metrics
• Identify target audience(s) needs, attributes, must -haves
• Create a framework for defining the brand identity and market positioning for
both airports along with their services and the overall business development
focus
• Evaluate current programs and resources offered by FBOs and facility to ensure
premium services and arrangements are being offered for guests, passengers,
pilots and planes. Prearranged services/rates for: hotels, car services,
restaurants, resorts (spa/wellness) as well as area cultural, sports and retail
attractions.
• Facilitate stakeholder interviews, surveys and community focus groups to drive
brand strategies and overall marketing and communication efforts
• Develop a strategic, integrated marketing plan addressing the needs of the
surrounding communities, airport tenants, FBOs, corporate clientele, business
partners corporate and private pilots, planes and the public
• Provide marketing budget, resources available in 2014 and beyond
• Appoint a Community (Leadership) Advisory Board to gain insight and "buy -in"
for short-term objectives and long-term development goals
ROCKET RE.7 10
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08,2014
Dallas
Executive
► Airport
COMPREHENSIVE
SERVICES:
• Strategic planning
• Creative services
• Print production services
• Corporate
communications
Web/interactive
Direct mail
Media planning/
placement
Advertising - print
Advertising - outdoor
Advertising - radio
Advertising - TV
• Public relations
• Events and promotions
• Translation services
• Community outreach
• Field marketing
Sports sponsorships
• Brand identity
• Logo development
• Market positioning
•
•
•
Dallas Executive Airport
Project Title: Comprehensive Marketing Services
Location: 5303 Challenger Drive, Dallas, Texas 75237
Company/Entity Name. Dallas Executive Airport
Contact Name Jennifer Harvey
Phone Number: 214.671.1296
Email Address: jennifer.harvey2@dallascityhall.com
Key Dates: June 2013 — ongoing
Scope of Project
In 2013, the City of Dallas was seeking proposals from professional
marketing firms to provide a comprehensive marketing strategy, marketing
plan, and marketing consultation service for Dallas Executive Airport (RBD).
Services needed included a combination of research, planning processes,
and technical design using a task order format. The anticipated tasks
included the creation of a unique brand that will differentiate RBD from
regional competitors and increase recognition of RBD throughout the City
of Dallas, North Texas, and the aviation industry.
We have included this as a sample reference because of its direct correlation
to the RFP requirements scope of work and skill sets needed. In a similar
RFP process, Rocket Red was awarded the contract (from a field of 20+
agencies) for the Dallas Executive Airport by the City of Dallas. Over the
past year the agency has conducted a deep dive into the challenges the
airport has faced in the past —identifying opportunities to redefine the
Dallas Executive Airport as a key economic contributor and catalyst to the
redevelopment of Southern Dallas. We have developed a new branding
approach for the Aviation Department inclusive of Dallas Executive Airport,
Love Field and the Heliport. As a part of this process, we have developed
a multi -year marketing plan, launched a new website presence, graphic
design and structural support for NBAA and other trade shows, print ads,
event plans, online banner ad campaigns and newsletter templates.
RE, L XP •TI L • I ITIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
111. DESTINATION MARKETING
Er DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
DATABASE MANAGEMENT
WEBSITE DEVELOPMENT
MULTI -PARTNER PROMOTIONS
d
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAI/LOCAL CO.OPERATIVE
MARKETING
B2B MARKETING TO CORPORATE
TRAVEL PLANNERS
RCICKBT REM 11
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
DALLAS EXECUTIVE AIRPORT
Rocket Red was recently awarded
a multi -year contract as AOR for
NTTA, selected from a field of 18
agencies. Rocket Red is charged
with the responsibility to develop
an all-inclusive strategic marketing
approach to every facet of their
marketing efforts as they relate to
their customer, board members,
partners, municipalities and their
employees.
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COMPREHENSIVE SERVICES:
As AOR, Rocket Red is working with the Department of Aviation Services to reposition the
Dallas Executive Airport as a key economic contributor to the redevelopment of Southern Dallas.
Rocket Red, working in tandem with staff, has developed a comprehensive marketing plan inclusive
of all facets of marketing respective to the facility and the property at -large.
Tr ock r SZ
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
NORTH TEXAS TOLLWAYAUTHORITY
COMPREHENSIVE
SERVICES:
• Strategic planning
• Creative services
• Print production services
• Corporate
communications
• Web/interactive
• Direct mail
• Media planning/
placement
Advertising — print
Advertising — outdoor
Advertising — radio
Advertising —TV
• Public relations
• Events and promotions
• Translation services
• Community outreach
• Field marketing
Sports sponsorships
North Texas Tollway Authority (NTTA)
Project Title: Comprehensive Marketing Services
Location: 5900 West Plano Pkwy., Plano, TX 75093
Company/Entity name. North Texas Tollway Authority
Contact name. Randy Evans, Director of Marketing
Phone number: 214.224.2249
Email address: revans@ntta org
Key Dates: April 2013 — ongoing
Scope of Project
The NTTA is an organization sanctioned by the State of Texas to develop
and maintain high -quality roadways in North Texas NTTA tollways are
designed to relieve traffic congestion and get North Texans around the
region quickly, easily and safely. Most recently, Rocket Red was awarded
a multi -year contract as AOR, selected from a field of 18 agencies.
Rocket Red is charged with the responsibility to develop an all-inclusive
strategic marketing approach to every facet of their marketing efforts as
they relate to their customer board members, partners, municipalities and
their employees.
Over the past year, Rocket Red has conducted a deep dive into the
challenges the NTTA faces in working with existing market and expansion
areas. The agency has met with stakeholders inclusive of internal marketing
and public relations teams, Customer Service and IT. We worked at a
rapid non-stop pace -to assess needs, identify areas of improvement along
with opportunities for redefining the brand and customer experience,
with the ultimate goal of shifting the public's paradigm for what it thinks
about toll roads. Rocket Red also developed an overarching strategic
marketing communications plan for the agency, its respective toll roads and
constituencies.
REQUESTED EXPERTISE AND CAPABILITIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
DATABASE MANAGEMENT
d WEBSITE DEVELOPMENT
Er MULTI -PARTNER PROMOTIONS
d
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAL/LOCALCO.OPERATIVE
MARKETING
B211 MARKETING TO CORPORATE
TRAVEL PLANNERS
-ROCKET REDI
13
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSA_ I MAY 08, 2014
NORTH TEXAS TOLLWAY
AUTHORITY (NTTA)
Rocket Red was recently awarded
a multi -year contract as AOR for
NTTA, selected from a field of 18
agencies. Rocket Red is charged
with the responsibility to develop
an all-inclusive strategic marketing
approach to every facet of their
marketing efforts as they relate to
their customer, board members,
partners, municipalities and their
employees.
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COMPREHENSIVE SERVICES:
As AOR, Rocket Red assists NTTA with strategy, planning and implementation of advertising, digital
and mobile marketing, promotions, public relations and social media in a two-year contract. Rocket
Red is developing a breakthrough, fully integrated campaign to educate and engage North Texas
drivers and tell the Authority's story, which is about more than transportation —it's about construction,
technology, customer service and quality of life for a booming North Texas population.
R OCKeT Re.1.
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
City of Dallas
COMPREHENSIVE
SERVICES:
• Creative services
• Brand identity, refresh
• Print production services
• Corporate
communications
• Web/interactive
• Direct mail
• Media planning/
placement
• Advertising — print
• Advertising — outdoor
• Advertising — radio
• Advertising — TV
• Public relations
• Events and promotions
• Translation services
• Community outreach
City of Dallas, Storm Water Management Program
Project Title: Stormwater Pollution Prevention Program
Campaign/Master Plan
Address 1500 Manila Street Dallas, TX 75201
Company/Entity name. City of Dallas, Storm Water Management Program
Contact name. Sophia Iliadou Harvey, PE/Sr. Engineer Supervisor
Phone number: 214 670 5111
Email address: stormwater@dallascityhall.com
Key Dates: 2008-2009
Scope of Project
The campaign was developed to raise awareness of storm water pollution
prevention as a concern for the businesses and residences within or nearby
the City of Dallas. The campaign's strategy focused on engaging and
educating the public on the definition of storm water pollution and the
difference between the storm drain system and the sanitary sewer system.
The integrated marketing efforts were timed to coincide with summer
outdoor water activities, lawn care and outdoor pesticide treatment. The
campaign has as its slogan ' It Goes With The Flow. Keep It Clean." The
bilingual English and Spanish educational program is multifaceted, featuring
informative newspaper radio transit and billboard advertising, appearances
by Storm Water Management experts at local events, traveling exhibits for
schools and public places, and an educational website.
The campaign also included an outreach program to the area's primary
and secondary school students with multimedia presentations and student
involvement activities. Businesses were encouraged to adopt a stewardship
attitude toward the environment and especially toward potential storm
water pollution. A business recognition program was developed to reward
supportive businesses by acknowledging them as "Dallas Storm Water
Friendly" partners.
We have included this client (worked performed as subcontractor of Verve
Communications) because of the broad scope of work performed and as a
demonstration of precedent in working successfully with the City of Dallas.
We understand how to work with various groups and constituencies to build
advocacy, approval and high levels of engagement.
REQUESTED EXPERTISE AND CAPAB LITIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
Er DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
IB" DATABASE MANAGEMENT
d WEBSITE DEVELOPMENT
MULTI -PARTNER PROMOTIONS
d
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAL/LOCAL CO-OPERATIVE
MARKETING
B28 MARKETING TO CORPORATE
TRAVEL PLANNERS
15
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSA_ l MAY 08, 2014
CITY OF DALLAS
To meet EPA requirements for
permitting, the City of Dallas'
Storm Water Management Division
was challenged to develop a
strategic and creative approach to
establishing an awareness
of storm water pollution prevention
as an issue.
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COMPREHENSIVE SERVICES:
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Rocket Red launched a comprehensive research initiative to fully understand best practices executed
by comparable metropolitan areas. The agency, working in tandem with city engineers, developed
a holistic campaign — designed to heighten public awareness of responsible storm water pollution
prevention practices to improve the cleanliness of Dallas' waterways. The multi -year strategic plan
included the development of educational materials currently used in DISD, business recognition and
community outreach programs, public relations, advertising including print, OOH, web/interactive,
multimedia presentations and radio.
R OCKI T nt
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
Darting
HOMES
COMPREHENSIVE
SERVICES:
• Agency of Record for
over 5 years
• Guide, direct and execute
advertising and marketing
strategies
• Public relations, social
media and community affairs
• Consistently help achieve
sales goals,
• Build community and
realtor relations
• Develop traditional and
digital media campaigns
Darling Homes/Newman Village
Project Title: AOR/Comprehensive Marketing Services
Location: 2500 Legacy Dr # 100, Frisco, TX 75034
Company/Entity name: Darling Homes, Frisco Partners
Contact name. Michael Carter, Vice President, Marketing
Phone number: T: 469.252.2200 I F: 972.624.4106
Email address: mcarter@darlinghomes.com
Key Dates: 2009-2013
Scope of Project
Darl ng Homes, based in Dallas, Texas, celebrated its 25th anniversary last
year and was recently acquired by Taylor Morrison. The homebuilder is the
65th largest homebuilder in the US and is continually recognized as a Top
100 builder; ranked in the top 10 percent in customer satisfaction among
national homebuilders; consistently ranked as one of the "best places to
work in DFW"; recognized by J.D. Power and Associates; and awarded for
their charitable outreach within the communities they build.
We have included this client in the reference section because of the
integrated suite of services they leveraged with the agency. We worked
closely with their marketing and sales teams to develop product and
messaging to attract consumers looking for a more personalized approach
to home design and building.
Rocket Red has been an integral part of
developing their Realtor loyalty, recognition
and rewards program (DFW and Greater
Houston) as well as introducing technology
platforms to meet the needs of a very tech
savvy audience.
The agency was also engaged to concept, design and execute the Discovery
Center experience for Newman Village. This project included the design
of the physical space and customer experience featuring a museum -like
walkthrough.
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
DIGITAL MARKETING
MOST VALUED REALTORS
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
DATABASE MANAGEMENT
WEBSITE DEVELOPMENT
MULTI.PARTNER PROMOTIONS
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAI/LOCAL CO.OPERATIVE
MARKETING
82B MARKETING TO CORPORATE
TRAVEL PLANNERS
ROCKET REn
17
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL MAY 06, 2014
DARLING HOMES
Bob, Bill and Steve Darling, three
brothers who shared a passion
for building homes and turning
dreams into reality, started Darling
Homes, based in Dallas, Texas, 25
years ago. Their standard for fine
craftsmanship and building, with
great attention to homebuyers'
needs, enabled the company to
expand its operations across Dallas/
Fort Worth and the Greater Houston
Metroplex. The homebuilder is
continually recognized as a Top 100
builder; ranked in the top 10 percent
in customer satisfaction among
national homebuilders; consistently
ranked as one of the "best places
to work in DFW"; recognized
by J.D. Power and Associates;
and awarded for their charitable
outreach within the communities
they build.
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Rocket Red has served as the Agency of Record for Darling Homes and Frisco Partners (development
group for Newman Village) for more than five years. We have worked with their team to guide,
direct and execute all facets of their advertising and marketing strategies as well as public relations/
community affairs for both markets. Working together, we have been able to consistently help our
client achieve sales goals, build community and realtor relations, develop effective traditional and
digital media campaigns as well as redefine the customer experience within the community and online.
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
SAVOYA LOCAL
COMPREHENSIVE
SERVICES:
• Creative services
• Brand development,
positioning
• Web/interactive
• Direct mail
• Media planning/
placement
• Advertising — print
• Public relations
• Social media marketing
• Events and promotions
• Trade shows
Savoya Local
Project Title: Company Brand Launch to Event Planners
Location:1845 Woodall Rodgers Fwy Ste 1725 Dallas, TX 75201
Company/Entity name. Savoya Local
Contact name. Michelynne McNeeley, Vice President, Event Production
Phone numbers: D: 214.242 1508 C: 214.287 6007
Email address: michelynne.mcneeley@savoyalocal.com
Key Dates: 2011-2012
Scope of Project
Savoya Local offers the breadth of experience and the local intelligence to
provide the comprehensive, consistent destination management services in
the following markets:
• Dallas • Los Angeles • New York
• Miami • San Diego • Chicago
• Santa Barbara • Las Vegas • London
We have selected this client to demonstrate Rocket Red's understanding
of the corporate travel planner, Destination Management Companies
(DMC) and special event planner audiences. To build market buzz about
the ground logistics/concierge level services expansion into event support,
Rocket Red executed a rolling thunder strategy — leveraging print digital,
social media and dimensional advertising. Rocket Red also recommended
the introduction of an annual promotion to reward (loyalty program)
those who 'say yes" to Savoya's services during the calendar year.
The promotional contest was incentive -based and designed to reward
Savoya's "top/preferred" corporate travel, DMC customer base.
REQUESTED EXPERTISE AND CAPABILITIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
DATABASE MANAGEMENT
1:0" WEBSITE DEVELOPMENT
[vf MULTI -PARTNER PROMOTIONS
NEW PRODUCT/
AMENITY CONCEPTS
REGIONALA.00AL CO.OPERATIVE
MARKETING
B28 MARKETING TO CORPORATE
TRAVEL PLANNERS
ROCKET REi7
19
CITY OF FORT WORTH MEACI-IAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
SAVOYA LOCAL
Savoya Local offers the breadth
of experience and the local
intelligence to provide the
comprehensive, consistent
destination management services
in the following markets: Dallas,
Miami, Santa Barbara, Los Angeles,
San Diego, Las Vegas, New York,
Chicago, London.
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COMPREHENSIVE SERVICES:
To build market buzz and about the ground logistics/concierge level services expansion into event
support, Rocket Red executed a rolling thunder strategy— leveraging print, digital, social media and
dimensional advertising. Rocket Red also recommended the introduction of an annual promotion
to reward (loyalty program) those who "say yes" to Savoya's services during the calendar year. The
promotional contest was incentive -based and designed to reward Savoya's "top/preferred" corporate
travel, DMC customer base.
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
FOI{MULA 1"
UNITED STATES 1 AUSTIN, TEXAS 12012
COMPREHENSIVE
SERVICES:
• Managed global
announcement of event's
return to US
• Managed venue, room
design and visual support
• Scripting, public relations
and media relations
• Integrated marketing and
promotional program
• Built awareness and
consumer interest
• Developed brand, website
presence, collateral
support, promotional
items, sponsorship
packages, press kits
and print ads
Full Throttle Productions: Formula 1 United States Grand Prix
Project Title: Reintroducing F1USGP to America
Location: Austin, TX — Global Outreach
Company/Entity name: Full Throttle Productions:
Contact name. Tavo Hellmund, Former Chairman, F1 USGP
Phone number: 512.264.4662
Email address: tavo_hellmund@yahoo.com
Key Dates: 2009-2012
Scope of Project.
The Formula 1 United States Grand PrixTM 3.4 mile circuit combines modern
features with details reminiscent of legendary tracks from the 1960s.
The multifunctional facility, hosting the Formula 1 United States Grand Prix,
is ideally situated on a 970-acre site in southeast Austin along the SH 130
about two miles from Austin —Bergstrom International Airport with scenic
views of Downtown.
We have included this client in the reference section because the scope of
this project included addressing the overall customer experience within a
mixed used development Rocket Red worked with the founder to develop
the overarching marketing plan to leverage the worlds most exclusive
racing event to serve as a catalyst for the mixed -use space to include the
following attractions: motor sports driving club, innovation business center,
educational and research facilities, broadcast center, special event space
live entertainment amphitheater as well as a boutique hotel high -end retail
and residential components.
REQUESTED EXPERTISE AND CAPABILITIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
DATABASE MANAGEMENT
WEBSITE DEVELOPMENT
MULTI•PARTNER PROMOTIONS
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAL/LOCAL CO-OPERATIVE
MARKETING
B2B MARKETING TO CORPORATE
TRAVEL PLANNERS
f2OCIC_T f2Ef
21
CITY OF FORT WORTH MEACHAMAND SPINKS AIRPORTS I RES'ONSE TO REQUEST FOR PROPOSALI MAY 08, 2014
FORMULA 1 UNITED STATES
Rocket Red worked with the
founder to develop the overarching
marketing plan to leverage the
world's most exclusive racing
event to serve as a catalyst for the
mixed -use space to include the
following attractions: motor sports
driving club, innovation business
center, educational and research
facilities, broadcast center, special
event space, live entertainment
amphitheater as well as a boutique
hotel, high -end retail and residential
components.
Montt), Packago and Collateral
FORMULA r
UNRED STATES IAUSTIN, TEXAS 12012
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For over three years, Rocket Red worked with the founder and event producer of Formula 1 United
States Grand Prix to develop the infrastructure to host this worldwide global event in Austin, Texas —
held in November 2012. Rocket Red executed the global announcement of the event's return to the
US, managing the venue, room design, visual support, scripting, PR and media relations along with
the development of an integrated marketing and promotional program designed to build awareness,
consumer interest and tap into the power of raving fans. While working together, Rocket Red
developed the brand, brand architecture, website presence, collateral support, promotional items,
sponsorship packages, press kits as well as print ads in support of the event.
Naming Rights Program
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
GEORGE W. BUSH
PRESTDENTTAL CENTER
COMPREHENSIVE
SERVICES:
• Agency of Record for
over two years
• Strategic counsel
• Print, environmental,
direct mail
• Special events
• Digital video and
interactive solutions
• Social media
The George W. Bush Presidential Center (Bush Center)
Project Title: Comprehensive Marketing and Digital Services
Location: Dallas, TX — Global Outreach
Company/Entity name. The George W. Bush Presidential Center
Contact name. Ashley Elsey, Former Vice President Marketing
Phone number* 214.789.4418
Email address: ashelsey@gmail.com
Key Dates: 2010-2013
Scope of Project
The George W. Bush Presidential Center (Bush Center) is located on the
campus of Southern Methodist University in Dallas. The Bush Center
is the first Presidential Library facility to host the Presidential Library
and Museum and the Bush Institute, an action -oriented policy institution
under one roof.
We have included this client in the reference section because of an
integrated suite of services they leveraged with the agency and because of
the highly public -facing nature of the project and the Presidential brand.
We have worked closely with the former President First Lady and staff to
develop an engaging brand presence across the physical space of the
Bush Center as well as traditional and digital platforms for the Bush Center,
Museum & Archives and Institute.
Rocket Red has worked with a variety of teams within the organization
to develop solutions for groundbreaking events, exhibition design
and interactive support, event backdrops, wayfinding signage and an
award -winning interactive website.
REQUESTED -EXPERTISE AND. CAPABILITIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
d DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
VENDOR MANAGEMENT
DATABASE MANAGEMENT
WEBSITE DEVELOPMENT
MULTI -PARTNER PROMOTIONS
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAL/LOCAL CO-OPERATIVE
MARKETING
B2B MARKETING TO CORPORATE
TRAVEL PLANNERS
ROCKET RE.7 23
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROFOSA: I MAY 08, 2D14
THE GEORGE W. BUSH
PRESIDENTIAL CENTER
(BUSH CENTER)
The George W. Bush Presidential
Center (Bush Center) is located on
the campus of Southern Methodist
University in Dallas. The Bush Center
is the first Presidential Library facility
to host the Presidential Library and
Museum and the Bush Institute, an
action -oriented policy institution
under one roof.
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Rocket Red has served as the Agency of Record for The George W. Bush Presidential Center for more
than two years. We have worked closely with their team to guide, direct and execute all facets of their
marketing and digital strategies as well as their event and global outreach efforts. We have delivered
creative support and a myriad of print, environmental, digital, direct mail, video and interactive
solutions in support of their annual donor campaign; groundbreaking events, Institute initiatives and
museum storyline.
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS l RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
L. UNIII3r.
INTERNATIONAL
COMPREHENSIVE
SERVICES:
• Rebranded company and
product lines
• Streamlined sales and
marketing strategy
• Developed comprehensive
marketing plan
• Retail packaging/
merchandising/POP
display
• E-commerce
• PR, social media
• Operational support
Lund International
Project Title: Comprehensive Marketing Services
Location: 4325 Hamilton Mill Road, Suite 400, Buford, GA 30518
Company/Entity name: Lund International. Retail Brands AVS and LUND
Contact name. Joe Thompson, Vice President — Marketing
Phone numbers. T: 678.804 3792 j C: 214 675.9357
Email address: jthompson@lundinternational.com
Key Dates: 2013 — ongoing
Scope of Project
Since the early 1930s, Lund International has been a leader and innovator
in the automotive aftermarket accessories industry. The company's brands,
AMP Research, AVS LUND and BELMOR, proudly made in the USA,
continue setting industry standards for functionality, high-performance,
protective and stylish aftermarket automotive accessories
We have included this client in the reference section because we serve
as their outsourced marketing arm, providing them all the talent and
functionality of an in-house team without the burden of the department
overhead In addition to the integrated marketing services we provide, we
also work with the client to identify areas for market growth potential, share
of wallet and new product development. We are deep into the automotive
space and consumer shopping and buying trends related to all things
automotive at retail and online.
We work closely with the company's sales and marketing team as well as
their national retail partners Advance AutoParts, AutoZone, NAPA, 0 Reilly
and PepBoys, e-tailers, Warehouse Distributors and OEs to ensure the
brand, packaging, promotions, POP, digital print and broadcast as well as
tradeshows are executed according to plan and budget. These efforts are
managed against specific KPIs and performance metrics identified for each
program.
2013-2014 Initiatives: The agency is focusing the client on the power of
convergence, brand consistency and messaging across all consumer touch
points We are in the process of developing a scalable platform for an
augmented reality app to enable the client to engage the consumer more
directly. To augment retail sales, we are developing the model to transition
the client to selling direct to consumer.
REQUESTED EXPERTISE AND CAPAB (TIES
BRAND DEVELOPMENT
ADVERTISING & PUBLIC RELATIONS
LOYALTY PROGRAMS
DESTINATION MARKETING
d DIGITAL MARKETING
MARKETING TO PROPERTY DEVELOPERS
g VENDOR MANAGEMENT
d
d
DATABASE MANAGEMENT
WEBSITE DEVELOPMENT
MULTI -PARTNER PROMOTIONS
d
d
NEW PRODUCT/
AMENITY CONCEPTS
REGIONAULOCALCO.OPERATIVE
MARKETING
828 MARKETING TO CORPORATE
TRAVEL PLANNERS
RCICKET REi7
25
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
LUND INTERNATIONAL, INC.
Since the early 1930s, Lund
International has been a leader
and innovator in the automotive
aftermarket accessories industry.
The company's brands, AMP
Research, AVS, LUND and BELMOR,
continue setting industry standards
for functionality, high-performance,
protective and stylish aftermarket
automotive accessories.
alito
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Social Media Management
LUND
INTERNATIONAL
Trade:how Experience
(Design -Graphic, Live Theater Production)
M1A
— � 4L +y
'Out LL
grand Ambassador Program
Retail Packaging
Auto o/a1
aI
Point of Purchase
lundintarnatlond.com
O:Reiuy WRTo PARTS, pEpBars
COMPREHENSIVE SERVICES:
Rocket Red was selected as the Agency of Record for Lund International in January of 2011. Upon
selection, the company reduced the number of marketing and digital agencies from five down to
one. As their single source agency, we serve as their go -to resource for all sales, marketing, PR, social
media and digital initiatives along with support for database/digital asset management, software
migration toward an e-commerce structure, customer service and channel support.
RnCKLT IRM
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
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CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL MAY 08, 2014
INFOGRAPHIC DESIGN
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ROCKET IV SO 28
CITY OF FORT WORTH MEACHAM AND SPINKS AIRPORTS I RESPONSE TO REQUEST FOR PROPOSAL I MAY 08, 2014
[ Rocket Red is an agile, full
service agency dedicated to
delivering results through
knowledge, passion and
speed. The information
provided in this response
addresses qualifications,
relevant experience and
agency capabilities for
providing services as listed in
the REP. ]
TABLE OF CONTENTS
1. Statement of Qualifications 2
2 Experience 6
3. Marketing and Branding Methodology 8
4. Samples of Work 11
5. Proposed Price 29
6. Addendum 33
n0CKBT RISa7
EXHIBIT B
Proposed Cost for On -Call Graphic Design, Marketing and Advertising Services
RFP 14-0116 - Graphic Design, Marketing and Branding
On -Call Services Hourly Rate
Advertisement Templates E-brochures, magazine ads, online ads, etc. $150
1
Graphic Design (as needed)
Marketing/Advertising Campaign
Management
News Releases and Other Media
Relations
Mail House Services
Development of New Media
Rocket Red Hourly Billing Rates
ccount Services
PR and Social Media Services
Creative Services
Digital/Interactive Services
Not listed in Exhibit A
Direct Mail Campaigns
Video, Motion Graphics
Strategic Consultation
Marketing & Media Planning
Group Account Management
Account Management
Project Management
Account Coordination
Print Management
Consulting/Media Relations
Copywriting/Editing
Social Media Coordinator
Social Media Manager
Executive Creative Direction
Creative Direction
Art Direction
Design
Photo Retouching
Copywriting
Production Art
Proofreading
Back -End Programming
Front-End/HTML Programming
Flash Programming
Web Design
Web Maintenance
Web Testing
$125
$125
$100
N/A
$150
$250
$175
$150
$125
$85
$85
$85
$150
$100
$75
$125
$225
$150
$125
$125
$125
$100
$85
$85
$150
$100
$150
$125
$85
$85
1
EXHIBIT C
Proposed Cost for Printing Services -Vendor B
RFP 14-0116 - Graphic Design, Marketing and Branding
8.5"xl 1" Tri Fold Brochure
8.5"xl l" Tri Fold Brochure
8.5"xl l" Tri Fold Brochure
11"x17" Tri Fold Brochure
11"x17" Tri Fold Brochure
11"x17" Tri Fold Brochure
5' x 7" Direct Mail Postcard
5' x 7" Direct Mail Postcard
4' x 6" Direct Mail Postcard
4' x 6" Direct Mail Postcard
11" x 17' Posters
18" x 24' Posters
24" x 36' Posters
8.5" x 11" Flyers
4" x 9' Rack Cards
12" x 18" Signs
3feet x 10 feet Banner
3 feet x 6 feet Banner
8.5" x 11" Catalog
8.5" x 11' Letterhead
3.5" x 2" Business Card
No. 10 Envelope
Large Format Photographic
Printing
Prints two side; 4/4; 100# gloss text 1,000 ea
Prints two side; 2/2; 100# gloss text 1,000 ea
Prints two side; 1/1; 100# gloss text 1,000 ea
Prints two side; 4/4; 100# gloss text 1,000 ea
Prints two side; 2/2; 100# gloss text 1,000 ea
Prints two side; l/1. 100# gloss text 1,000 ea
Prints two sides 4/4; 100# gloss cover — 1000 ea
Prints two sides 2/2; 100# gloss cover — 1000 ea
Prints two sides 4/4; 100# gloss cover — 1000 ea
Prints two sides, 2/2; 100# gloss cover — 1000 ea
4/0; 100# gloss text — 250 each
4/0; 100# gloss text — 250 each
4/0; 100# gloss text — 250 each
4/0; 80# gloss text 1,000 each
4/4; 100# gloss cover — 2,500 each
4/0; 100# dull cover — 100 each
4/0; 13 oz vinyl with hems and grommets —1 ea
4/0; 13 oz vinyl with hems and grommets —1 ea
4/4; 30 pages; saddle stitch; 100# gloss cover;
80# gloss text
4/0; 80# smooth white text
4/0; 100# smooth white cover
4/0; 80# smooth white
Sizes to be determined; 4/0 or 4/4 — per page
price
* Pricing variance between vendors is due to type of equipment in-house (i.e. digital vs. offset printing).
Rocket Red would utilize best pricing per line item to ensure best value for the spend is delivered.
$612
$435
$388
$941
$506
$518
$418
$447
$312
$412
$353
$794
$1,047
$418
$418
$771
$306
$247
$2,000
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 13 of 24
$435
$147
$441
$200
EXIIIBIT C
Proposed Cost for Printing Services -Vendor A
RFP 14-0116 - Graphic Design, Marketing and Branding
Printing Services
8.5"x11" Tri Fold Brochure
Specifications — Quantity
Prints two side; 4/4; 100# gloss text 1,000 ea
Price
$220
8.5"xl 1" Tri Fold Brochure
8.5"xl l" Tri Fold Brochure
11"x17 ' Tri Fold Brochure
11"x17 ' Tri Fold Brochure
11"x17 ' Tri Fold Brochure
5' x 7" Direct Mail Postcard
5' x 7" Direct Mail Postcard
4' x 6" Direct Mail Postcard
4' x 6" Direct Mail Postcard
11" x 17" Posters
18" x 24" Posters
24" x 36" Posters
8.5" x 11" Flyers
4" x 9' Rack Cards
12" x 18" Signs
3feet x 10 feet Banner
3 feet x 6 feet Banner
8.5" x 11" Catalog
8.5" x 11" Letterhead
3.5" x 2' Business Card
No. 10 Envelope
Large Format Photographic
Printing
Prints two side; 2/2; 100# gloss text 1,000 ea
Prints two side; 1/1; 100# gloss text 1,000 ea
Prints two side; 4/4; 100# gloss text —1,000 ea
Prints two side; 2/2; 100# gloss text 1,000 ea
Prints two side; 1/1; 100# gloss text 1,000 ea
Prints two sides 4/4; 100# gloss cover 1000 ea
Prints two sides 2/2; 100# gloss cover 1000 ea
Prints two sides 4/4; 100# gloss cover 1000 ea
Prints two sides 2/2; 100# gloss cover — 1000 ea
4/0; 100# gloss text — 250 each
4/0; 100# gloss text — 250 each
4/0; 100# gloss text — 250 each
4/0; 80# gloss text 1,000 each
4/4; 100# gloss cover — 2,500 each
4/0; 100# dull cover 100 each
4/0; 13 oz vinyl with hems and grommets — 1 ea
4/0; 13 oz vinyl with hems and grommets —1 ea
4/4; 30 pages, saddle stitch; 100# gloss cover;
80# gloss text
4/0; 80# smooth white text
4/0; 100# smooth white cover
4/0; 80# smooth white
Sizes to be determined; 4/0 or 4/4 — per page
price
* Pricing variance between vendors is due to type of equipment in-house (i.e. digital vs. offset printing).
Rocket Red would utihze best pricing per line item to ensure best value for the spend is delivered.
$409
$187
$546
$544
$278
$127
$319
$77
$267
$226
$2,516
$4,723
$200
$226
$143
$130
$87
$1,620
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 13 of 24
$195
$62
$207
$165
EXHIBIT A
Proposed Cost for Graphic Design Services
RFP 14-0116 - Graphic Design, Marketing and Branding
NOTES: All prices shall include three (3) concepts for presentation. All design/media materials
must be adaptable for use in the production of print and online ads, web and social media
content, posters, flyers, and merchandise. The design/media materials must also be formatted for
reproduction in different sizes (ex. postcards (4 inches by 6 inches), 81/2 inches by 11 inches and
11 inches by 17 inches) and in both color and black and white. All final approved artwork shall
be provided in high resolution JPEG or PDF format for printing.
Graphic Design Service
Specifications Price (each)*
Airport Logo — for both Airports
Graphic DesignfTri Fold
Brochure
Graphic Design/Fri Fold
Brochure
Graphic Designfl'ri Fold
Brochure
Graphic Design/Tri Fold
Brochure
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Graphic Design/Direct Mail
Postcard
Posters
Posters
Posters
Flyers
Rack Cards
Signs
Banners
Photography Services
(Two Location Shoots)
300 dots per inch (dpi)
Color and Grayscale (EPS (vector) format)
8.5" x 11" printed two sides/4 color and/or black
and white
8.5 ' x 11" printed two sides/2 color and/or black
and white
11' x 17" printed two sides/4 color and/or black
and white
11' x 17" printed two sides/2 color and/or black
and white
5" x 7 ' printed two sides/4 color and/or black
and white
5" x 7 ' printed two sides/2 color and/or black
and white
4" x 6 ' printed two sides/4 color and/or black
and white
4" x 6 ' printed two sides/2 color and/or black
and white
11' x 17" 4 color
18" x 24"; 4 color
24" x 36"; 4 color
8.5" x 11"; 4 color
9"x4';4color
12" x 18' ; 4 color
3feet x 10 feet; 4 color or 2 color
High -resolution photography — Photoshoot
Budget for stock images
Retouching
* Note: Reducing number of concepts presented per item to 2 concepts would reduce cost by 15%
$9,500
$4,250
$3,850
$5,625
$5,325
$2,525
$2,100
$1,950
$1,750
$2,750
$3,250
$3,350
$2,235
$1,950
$1,250
$2,350
$10,000
$150 per hour
RFP No. 14-0116, Graphic Design, Marketing and Branding, Page 11 of 24
M&C Review
Page 1 of 2
CIL '' GENDA
COUNCIL ACTION: Approved on 8/26/2014
8/26/2014 REFERENCE
NO.:
CODE P
SUBJECT:
**P-11690
Official site of the City of Fort Worth, Texas
FORT WORT II
LOG NAME•
PUBLIC
HEARING:
Authorize Execution of a Professional Services Agreement with Rocket Red, Ltd., in the
Amount Up to $185,000.00 for Professional Services Associated with a Marketing Program
to Generate Business and Increase Revenues at Meacham and Spinks Airports (ALL
COUNCIL DISTRICTS)
13P14-0116 GRAPHIC
DESIGN SERVICES DB
TYPE•
CONSENT
NO
RECOMMENDATION:
It is recommended that City Council authorize the execution of a Professional Services Agreement
with Rocket Red, Ltd., in the amount up to $185,000.00 for Professional Services Associated with a
Marketing Program to Generate Business and Increase Revenues at Meacham and Spinks Airport
DISCUSSION:
The Aviation Department is requesting to enter into a Professional Services Agreement for the
creation of a comprehensive marketing strategy marketing plan and marketing consultation service.
The initial phase, at a one-time cost of $50,000.00 per airport, includes the creation of a branding
strategy, logo, tag line, and brand standards for Fort Worth Meacham International (Meacham) and
Fort Worth Spinks (Spinks) airports that reflects the airports missions and differentiates the airports
from regional competitors. The consultant will create camera-ready advertising brochures flyers,
posters and other documents that will allow the department to present a cohesive message to various
audiences The second phase is to enter into an Agreement for on -call services, in an amount not to
exceed $50,000.00 for Meacham and $35,000.00 for Spinks, with the selected consultant to assist in
development of new media and additional graphic design as needed. The on -call Agreement will be
for one year with four annual renewals.
Meacham and Spinks airports are two of 57 public airports in the North Central Texas Region. It is
important that Meacham and Spinks market themselves in a way that shows airport users that our
airports offer a higher -quality product or service than the competition The Airport Cooperative
Research Program, sponsored by the Federal Aviation Administration (FAA), recently developed a
marketing guidebook for General Aviation (GA) airports. The guidebook provides information on how
marketing an airport can enhance the regional, state and national profiles of GA airports. There are
four goals outlined in the guidebook for creating a marketing plan.
Bring new customers or users to the airport
Gain local, regional, or national recognition to differentiate the airports from competing airports.
Offer the lowest cost alternatives in the area such as lowest airport rates and charges, competitive
ground leases, and lowest rates on aircraft services or fuel.
Offer users a higher quality product or service than the competition. Location, convenience and
safety are among the most important factors for basing an aircraft.
By properly marketing Meacham and Spinks, the Aviation Department seeks to generate additional
revenue so that they can achieve self sustainability as required by the FAA.
The City issued a Request for Proposals (RFP) on April 2, 2014, seeking a consultant to provide
graphic design, branding and marketing services for the airports. The proposals received were
reviewed by an evaluation committee consisting of staff from the Aviation Department. The
committee ranked the proposals based on graphic design, marketing and public relations experience,
http://apps.cfwnet org/council packet/mc review.asp?ID=20116&councildate=8/26/2014 8/28/2014
M&C Review Page 2 of 2
marketing and branding methodology, work samples, references, MBE African -American commitment
and cost of services. The evaluation committee determined that Rocket Red, Ltd. offers the best
overall solution for the Aviation Department.
PRICE ANALYSIS - The services provided under this contract are new to the Aviation
Department. Therefore, there is no direct relationship to allow comparison of current pricing to a
previous contract. Staff reviewed the prices and determined the prices to be fair and reasonable.
ADVERTISEMENT - This Request for Proposal (RFP) was advertised in the Fort Worth Star-
Telearam every Wednesday starting April 2, 2014 through May 7 2014. One hundred nine vendors
were solicited from the purchasing database; nineteen responses were received.
M/WBE OFFICE - Rocket Red, Ltd is in compliance with the City's MBE Ordinance by committing to
10 percent MBE African -American participation on this contract. The City s MBE African -American
goal on this contract is 10 percent. Additionally, Rocket Red, Ltd. is a certified M/WBE.
ADMINISTRATIVE CHANGE ORDER - An administrative change order or increase may be made by
the City Manager in the amount up to $46,250.00 and does not require specific City Council approval
as long as sufficient funds have been appropriated.
AGREEMENT TERMS - Upon City Council approval, this Agreement shall begin on August 27, 2014
and end on August 26, 2015.
RENEWAL OPTIONS - This contract may be renewed up to two one-year terms at the City's sole
discretion This action does not require specific City Council approval provided that sufficient funds
are appropriated for the City to meet its obligations during the renewal period. As stated above, Staff
anticipates that cost per renewal period will be approximately $85,000.00.
FISCAL INFORMATION/CERTIFICATION:
The Financial Management Services Director certifies that funds are available in the current operating
budget, as appropriated, of the Municipal Airports Fund. Funds have been included in the City
Manager's Fiscal Year 2015 Budget of the Municipal Airports Fund and are subject to Mayor and
Council approval.
BQN\0116\DB
TO Fund/Account/Centers
Submitted for City Manaaer's Office bv:
Oriainatina Department Head:
Additional Information Contact:
ATTACHMENTS
FROM Fund/Account/Centers
P E40 539120 0551101 $40.000.00
P E40 539120 0551201 $25.000.00
P E40 533010 0551101 $60.000.00
P E40 533010 0551201 $60.000.00
Fernando Costa (6122)
Jeff Kloska (5406)
Jack Dale (8357)
Dons Brent (2058)
http://apps.cfwnet org/council_packet/mc review. asp7ID=20116&councildate=8/26/2014 8/28/2014