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HomeMy WebLinkAbout25E - AGMT - BIKE EDREQUEST FOR COUNCIL ACTION CITY COUNCIL MEETING DATE: JANUARY 20, 2015 TITLE: AGREEMENT FOR BICYCLE SAFETY PUBLIC EDUCATION WITH ALTA PLANNING & DESIGN (PROJECT NO. 15- 6838) (STRATEGIC PLAN NO. 1,/3, B) — J /gas CITY MANAGER RECOMMENDED ACTION CLERK OF COUNCIL USE ONLY: APPROVED ❑ As Recommended ❑ As Amended ❑ Ordinance on I" Reading ❑ Ordinance on 2nd Reading ❑ Implementing Resolution ❑ Set Public Hearing For CONTINUED TO FILE NUMBER Authorize the City Manager and the Clerk of the Council to execute an agreement with Alta Planning & Design, subject to nonsubstantive changes approved by the City Manager and City Attorney, to provide bicycle safety marketing and education services for the period expiring one year from the agreement commencement date, in an amount not to exceed $150,000. DISCUSSION On November 18, 2014, the City Council approved an agreement with the State of California Office of Traffic Safety (OTS) for a program to address bicycle safety through the development of a public awareness campaign and to implement a series of bicycle safety education workshops. The City Council also recognized grant funds in the amount of $150,000 from OTS to implement the programs. The program goal is to reduce the number of persons injured or killed in collisions involving bicycles. The bilingual public awareness campaign developed by City staff is designed to reach both bicycle riders and non - riders. Marketing outreach strategies include bicycle safety information on transit vehicles, bus stops, and street banners. The bicycle safety education component directly targets bicyclists of all ages through classroom demonstrations, bicycle safety skills classes taught by League of American Bicyclists Certified Instructors, helmet fitting workshops, and helmet distribution at each event. A Request for Proposals (RFP) for marketing and education services to implement the public awareness campaign was released and distributed on November 19, 2014, to qualified marketing firms and bicycle education organizations. The City received six proposals. The proposals were reviewed by a four - member committee comprised of Public Works Agency and City Manager's Office staff. Proposal ratings were based on experience, qualifications, project understanding, marketing samples, and familiarity with the grant source. Once rated, the sealed fees from the top three firms were revealed. The following table summarizes the proposal scores and fees: 25E -1 Agreement for Public Education on Bicycle Safety January 20, 2015 Page 2 FIRM 1. Alta Planning & Design 2. Maricich 3. JUVE Creative AVERAGE COST SCORE 91 511 77 $ 149,948 $ 150,000 $ 149,710 Staff recommends that Alta Planning & Design be retained for an amount not to exceed $150,000 for marketing and education services. This firm has demonstrated they have the experience and resources needed to provide the required services. ENVIRONMENTAL IMPACT There is no environmental impact associated with this action. STRATEGIC PLAN ALIGNMENT Approval of this item allows the City to meet Goal #1 for Community Safety; Objective #3 to promote fiscal accountability to ensure financial responsibility at all levels of the organization; Strategy B to promote ongoing efforts to obtain grant funding for activities that will assist in preventing and reducing criminal activity and traffic collisions. FISCAL IMPACT The total cost of the agreement is not to exceed $150,000. Funds in the amount of $150,000 are available in OTS- Bicycle Safety PWA expenditure account (No. 16517611 - 66220). Fred Mousavipour Executive Director Public Works Agency FM/WG /CW Exhibit 1: Agreement APPROVED AS TO FUNDS AND ACCOUNTS: `_t ,\ Y -- CN \ is 11 Y\ Francisco Gutierrez �Jhc Executive Director Finance & Management Services Agency 25E -2 CONSULTANT AGREEMENT THIS AGREEMENT, made and entered into this ` day of 2015, by and between Alta Planning & Design, a California corporation (hereinafter "Consultant "), and the City of Santa Ana, a charter city and rmmicipal corporation organized and existing under the Constitution and laws of the State of California (hereinafter "City"), RECITALS A. The Santa Ana Public Works Agency was awarded California Office of Traffic Safety (OTS) for a through the development of a bilingual publi implementation of a series of bicycle safety educa program is to reduce the number of persons killed bicycles. a $150,000 grant from the State of program to address bicycle safety c awareness campaign and the tion workshops. The goal of the or injured in collisions involving D. Consultant represents that Consutant is able and willing to provide such a bicycle safety campaign and education workshops. C. A Request for Proposals for marketing and education services was released and distributed on November 19, 2014 to qualified marketing firms and bicycle education organizations. The City received six proposals. D. In undertaking the performance of this Agreement, Consultant represents that it is knowledgeable in its field and that any services performed by Consultant under this Agreement will be performed in compliance with such standards as may reasonably be expected from a professional consulting firm iii the field. NOW THEREFORE, in consideration of the mutual and respective promises, and subject to the terms and conditions hereinafter set forth, the parties agree as follows: 1. SCOPE OF SERVICES Consultant shall provide a bicycle safety public awareness campaign and bicycle safety education workshops as set forth in the scope of services attached hereto as Exhibit A and incorporated by this reference to this Agreement. 2. DELIVERY OF WORD PRODUCT Consultant shall deliver to City all work product which results from the services provided. Said work product shall be submitted in a hard copy and produced in a form compatible with City's computer system, as agreed between the City's Project Manager and Consultant. In regard to material produced as a, deliverable under the Agreement, including, but not limited to, books, reports, plans, photographs, drawings, videotapes, and computer programs, Consultant agrees, for itself and its affected officers, employees, agents, contractors, and EXHIBIT 1 25E -3 volunteer workers, that the authors of all such material, whether copyrighted or not, award to the City, and to its officers, agents and employees acting within the scope of their official duties, as a condition of payment to the Consultant, a royalty -free, nonexclusive, irrevocable license throughout the world to disclose, publish, translate, reproduce, and use such materials. 3. COMPENSATION a. City agrees to pay, and Consultant agrees to accept as total payment for its services, the rates and charges identified in Exhibit B attached hereto and incorporated herein by this reference. The total sum to be expended under this Agreement shall not exceed $150,000.00 during the Term of this Agreement. b. Payment by City shall be made within thirty (30) days following receipt of proper invoice evidencing work performed, subject to City accounting procedures. Payment need not be made for work which fails to meet the standards of performance set forth in the Recitals which may reasonably be expected by City. 4. TERM This Agreement shall commence on the date first written above raid terminate one (1) year from said commencement date, or upon the depletion of the maximum contract amount as stated in Section 3 above, unless terminated earlier in accordance with provisions below. The term of this Agreement may be extended upon a writing executed by both parties, including the City Manager and the City Attorney for the City, 5. INDEPENDENT CONTRACTOR Consultant shall, during the entire term of this Agreement, be construed to be an independent contractor and not an employee of the City. This Agreement is not intended nor shall it be construed to create an employer- employee relationship, a joint venture relationship, or to allow the City to exercise discretion or control over the professional manner in which Consultant performs the services which are the subject matter of this Agreement; however, the services to be provided by Consultant shall be provided in a manner consistent with all applicable standards and regulations governing such services. Consultant shall pay all salaries and wages, employer's social security taxes, unemployment insurance and similar taxes relating to employees and shall be responsible for all applicable withholding taxes. 6. INSURANCE Prior to undertaking performance of work under this Agreement, Consultant shall maintain and shall require its subcontractors, if any, to obtain and maintain insurance as described below: a. Commercial General Liability Insurance. Consultant shall maintain commercial general liability insurance which shall include, but not be limited to protection against claims arising from bodily and personal injury, including death resulting therefrom and damage to property, resulting fi•o n any act or occurrence arising out of Consultant's operations in the performance of this Agreement, including, without limitation, acts involving vehicles. The amounts of insurance shall be not less than the following: single limit coverage applying to bodily and personal injury, including death resulting therefrom, and property damage, in the total amount of $1,000,000 per occurrence, and in the aggregate. Such insurance shall (a) naive the City, its officers, employees, agents, volunteers and representatives as additional insured(s); (b) 25E -4 be primary and not contributory with respect to insurance or self - insurance programs maintained by the City; and (c) contain standard separation of insureds provisions. b. Business automobile liability insurance, or equivalent form, with a combined single limit of not less than $1,000,000 per occurrence. Such insurance shall include coverage for owned, hired and non -owned automobiles, c. Worker's Compensation Insurance. In accordance with the provisions of Section 3300 of the Labor Code, Consultant, if Consultant has any employees, is required to be insured against liability for worker's compensation or to undertake self - insurance. Prior to commencing the performance of the work under this Agreement, Consultant agrees to obtain and maintain any employer's liability insurance with limits not less than $1,000,000 per accident. d. Professional liability (errors and omissions) insurance, with a combined single limit of not less than $1,000,000 per claim. e. The following requirements apply to the insurance to be provided by Consultant pursuant to this section; (i) Consultant shall maintain all insurance required above in Rill force and effect for the entire period covered by this Agreement. (ii) Certificates of insurance shall be furnished to the City upon execution of this Agreement and shall be approved in form by the City Attorney. (iii) Certificates and policies shall state that the policies shall not be canceled or reduced in coverage or changed in any other material aspect without thirty (3 0) days prior written notice to the City. f If Consultant fails or refuses to produce or maintain the insurance required by this section or fails or refuses to furnish the City with required proof that insurance has been procured and is in force and paid for, the City shall have the right, at the City's election, to forthwith terminate this Agreement. Such termination shall not affect Consultant's right to be paid for its time and materials expended prior to notification of termination. Consultant waives the right to receive compensation and agrees to indemnify the City for any work performed prior to approval of insurance by the City. 7. INDEMNIFICATION To the fullest extent permitted by law, Consultant shall indemnify, defend and hold harmless City, its officers, agents and employees (collectively, the "indemnified parties ") from and against any and all claims (including, without limitation, claims for bodily injury, death or damage to property), demands, obligations, damages, actions, causes of action, suits, losses, judgments, fines, penalties, liabilities, costs and expenses (including, without limitation, attorney's fees, disbursements and court costs) of every kind and nature whatsoever (individually, a claim; collectively, claims), which may arise from or in any manner related (directly or indirectly) to any work performed or services provided under this Agreement (including, without limitation, defects in workmanship and /or materials) or Consultant's presence or activities conducted performing the work (including the negligent and /or willful acts, errors and /or omissions of Consultant, its principals, officers, agents, employees, vendors, suppliers, contractors, subcontractors, anyone employed directly or indirectly by any of them or for whose acts they may be liable for any or all of them). Notwithstanding the foregoing, nothing 25E -5 herein shall be construed to require Consultant to indemnify the indemnified parties from any claim arising from the sole negligence or willful misconduct of the indemnified parties. This indemnity shall apply to all claims and liability regardless of whether any insurance policies are applicable. The policy limits do not act as a limitation upon the amount of indemnification to be provided by the Consultant, 8. CONFIDENTIALITY If Consultant receives from the City information which due to the nature of such information is reasonably understood to be confidential and/or proprietary, Consultant agrees that it shall not use or disclose such information except in the performance of this Agreement, and further agrees to exercise the same degree of care it uses to protect its own information of like importance, but in no event less than reasonable care. "Confidential Information" shall include all nonpublic information. Confidential information includes not only written information, but also information transferred orally, visually, electronically, or by other means. Confidential information disclosed to either party by any subsidiary and /or agent of the other patty is covered by this Agreement. The foregoing obligations of non -use and nondisclosure shall not apply to any information that (a) has been disclosed in publicly available sources; (b) is, through no fault of the Consultant disclosed in a publicly available source; (c) is in rightful possession of the Consultant without an obligation of confidentiality; (d) is required to be disclosed by operation of law; or (e) is independently developed by the Consultant without reference to information disclosed by the City. 9. CONFLICT OF INTEREST CLAUSE Consultant covenants that it presently has no interests and shall not have interests, direct or indirect, which would conflict in any manner with performance of services specified under this Agreement. 10. NOTICE Any notice, tender, demand, delivery, or other communication pursuant to this Agreement shall be in writing and shall be deemed to be properly given if delivered in person or mailed by first class or certified mail, postage prepaid, or sent by facsimile or other telegraphic communication in the manner provided in this Section, to the following persons: To City: Cleric of the City Council City of Santa Ana 20 Civic Center Plaza (M -30) P,O. Box 1988 Santa Ana, CA 92702 -1988 Facsimile: 714 -647 -6956 Copies to: Public Works Agency — Executive Director City Hall -- Ross Annex — 4a' Floor 20 Civic Center Plaza (M -21) Santa Ana, California 92702 Facsimile: 714 -647 -5622 25E -6 and City Attorney City of Santa Ana 20 Civic Center Plaza (M -29) P.O. Box 1988 Santa Ana, California 92702 Facsimile: 714- 647 -6515 To Consultant: Alta Planning & Design 617 W. 7th Street, Suite 505 Los Angeles, CA 90017 A party may change its address by giving notice in writing to the other party. Thereafter, any communication shall be addressed and transmitted to the new address. If sent by mail, communication shall be effective or deemed to have been given three (3) days after it has been deposited in the United States mail, dixly registered or certified, with postage prepaid, and addressed as set forth above. If sent by facsimile, communication shall be effective or deemed to have been given twenty -four (24) hours after the time set forth on the transmission report issued by the transmitting facsimile machine, addressed as set forth above. For purposes of calculating these time frames, weekends, federal, state, County or City holidays shall be excluded. 11. EXCLUSIVITY AND AMENDMENT This Agreement represents the complete and exclusive statement between the City and Consultant, and supersedes any and all other agreements, oral or written, between the parties, In the event of a conflict between the terms of this Agreement and any attachments hereto, the terms of this Agreement shall prevail. This Agreement may not be modified except by written instnunent signed by the City and by an authorized representative of Consultant. The parties agree that any terms or conditions of any purchase order or other instrument that are inconsistent with, or in addition to, the terms and conditions hereof, shall not bind or obligate Consultant nor the City. Each party to this Agreement acknowledges that no representations, inducements, promises or agreements, orally or otherwise, have been made by any party, or anyone acting on behalf of any party, which are not embodied herein. 12. ASSIGNMENT Inasmuch as this Agreement is intended to secure the specialized services of Consultant, Consultant may not assign, transfer, delegate, or subcontract any interest herein without the prior written consent of the City and any such assignment, transfer, delegation or subcontract without the City's prior written consent shall be considered null and void. Nothing in this Agreement shall be construed to limit the City's ability to have any of the services which are the subject to this Agreement performed by City personnel or by other consultants retained by City. 13. TERMINATION This Agreement may be terminated by the City upon thirty (30) days written notice of termination. In such event, Consultant shall be entitled to receive and the City shall pay Consultant compensation for all services performed by Consultant prior to receipt of such notice of termination, subject to the following conditions: 25E -7 a. As a condition of such payment, the Executive Director may require Consultant to deliver to the City all work product completed as of such date, and in such case such work product shall be the property of the City unless prohibited by law, and Consultant consents to the City's use thereof for such purposes as the City deems appropriate, b. Payment need not be made for work which fails to meet the standard of performance specified in the Recitals of this Agreement. 14, DISCRIMINATION Consultant shall not discriminate because of race, color, creed, religion, sex, marital status, sexual orientation, age, national origin, ancestry, or disability, as defined and prohibited by applicable law, in the recruitment, selection, training, utilization, promotion, termination or other employment related activities. Consultant affinns that it is an equal opportunity employer and shall comply with all applicable federal, state and local laws and regulations. 15. JURISDICTION - VENUE This Agreement has been executed and delivered in the State of California and the validity, interpretation, performance, and enforcement of any of the clauses of this Agreement shall be determined and governed by the laws of the State of California. Both parties Airther agree that Orange County, California, shall be the venue for any action or proceeding that may be brought or arise out of, in connection with or by reason of this Agreement. 16, PROFESSIONAL LICENSES Consultant shall, throughout the term of this Agreement, maintain all necessary licenses, permits, approvals, waivers, and exemptions necessary for the provision of the services hereunder and required by the laws and regulations of the United States, the State of California, the City of Santa Ana and all other govermnental agencies. Consultant shall notify the City immediately and in writing of its inability to obtain or maintain such permits, licenses, approvals, waivers, and exemptions. Said inability shall be cause for termination of this Agreement. 17. MISCELLANEOUS PROVISIONS a. Each undersigned represents and warrants that its signature hereinbelow has the power, authority and right to bind their respective parties to each of the terns of this Agreement, and shall indemnify City fully, including reasonable costs and attorney's fees, for any injuries or damages to City in the event that such authority or power is not, in fact, held by the signatory or is withdrawn. b. All Exhibits referenced herein and attached hereto shall be incorporated as if fully set forth in the body of this Agreement. 25E -8 IN WITNESS WHEREOF, the parties hereto have executed this Agreement the date and year first above written. ATTEST: MARIA D. HUIZAR Clerk of the Council APPROVED AS TO FORM: City By:' Ryan RECOMMENDED FOR APPROVAL: FRED MOUSAVIPOUR Executive Director - PWA CITY OF SANTA ANA DAVID CAVAZOS City Manager ALTA PLANNING & DESIGN: Brett Hondorp Principal 7 25E -9 EXHIBIT A SCOPE OF SERVICES (Attached) 25E -10 Scope of Work TASK 1: PROJECT INITIATION AND MANAGEMENT Task IA: Kickoff Meeting The Alta Team will prepare a plan of action and schedule for implementing the Bicycle Safety Public Education Campaign by September 30, 2015. To begin this process, we will hold a kickoff meeting at the start of the project with represen- tatives from the City of Santa Ana, The goal of the kickoff meeting will be to: • Review project goals and objectives • Review scope of services • Confirm project and meeting schedules • Collect available relevant documents and information • Establish staff communication and coordina- tion protocol After the kickoff meeting, key action items will be Identified, and the project schedule will be revised (if needed), Alta will provide meeting notes detailing major decisions and action items resulting from the kick -off meeting. Task 1B: Ongoing project Meetings Overall project management will be provided by Alta Planning + Design, with Jennifer Beatty and Gera Larson leading campaign develop- ment, Arellano Associates providing translation and cultural awareness services, and Safe Moves conducting direct education, Alta's Project Meetings with City staff and a Project Management Team will provide a scheduled opportunity to advance the project towards a successful completion and gather information that will help campaign messaging. Publla Education on elcycla $a Wy I Alta Planning+ aealgn Manager, Jessie Holzer, will be in regular contact with the City to coordinate staff, keep parties informed of project efforts, and seek input on key decision points. Since this project is on an accel- erated timeline to meet grant funding obliga- tions, effective project management will be key to this campaign's success. As such, we propose to hold bimonthly progress calls with a small yet empowered Project Management Team (PMT). The PMT will work closely to review products and provide one set of consolidated comments to the Alta Team to quickly keep the project moving forward. We also propose running the education campaign simultaneously to the media campaign to complete tasks prior to summer vacation, Task 1C: Invoicing and Status Reports Alta will submit monthly invoices and written status reports detailing work to date completed on the project to keep the City updated and informed. Direct costs incurred for media place- ment and educational collateral procurement will be included in invoices to the City. Task 1D: Debrief Meeting At the end of the project the Alta Team will hold a debrief meeting with City staff to dismiss the results of the campaign, We will document key discussions and incorporate lessons learned for future campaigns into the project Final Report, discussed as follows. Task 1E: Draft and Final Report Throughout the process of the campaign, we will document stakeholder and public input, steps taken on campaign design and media procure- ment, total cost of placement and procurement, location and duration of campaign materials, metrics provided by media vendors on audience reached, and evaluation survey results. At the end of the project, the Alta Team will produce a draft and final report documenting the work completed and the processes used so that the City of Santa Ana will have a reference guide and lessons learned for future campaigns, Alta will submit the draft report to the City for review and respond to one round of consolidated comments to be addressed in the final report. 25E -11 City of Santa Ant I Alta Planning + Deelgn Task 1 Deliverables: • Project kickoff meeting and meeting notes • Biweekly progress calls and status reports • Monthly invoices • Debrief meeting and summary notes • Draftand Final Report (one round of comments) TASK 2: DEVELOP A PUBLIC OUTREACH CAMPAIGN Task 2A: Stakeholder Interviews and Research To better understand the unique physical and cultural Santa Ana context and define the poten- tial campaign messages, the Alta Team will conduct up to five interviews with the City and other key project stakeholders. Interviews will cover topics such as distinguishing character- istics of Santa Ana, effectiveness or ineffective- ness of current content and communications, and how bicycle transportation in Santa Ana is viewed by the general public. In addition, we will review up to 10 reports or materials, relevant research developed for Santa Ana, and other documents as identified by the City to develop a deeper understanding of the strategic goals behind the bicycle safety campaign. Arellano Associates will play a key role in this task by collecting information that will lead to a culturally- relevant bilingual campaign. They will assist with developing interview questions to confirm the questions are culturally appropriate and are prepared to conduct one interview to a Spanish - speaking group, such as an English Learners Advisory Committee meeting at a local school. Task 2B: Develop Creative Brief The Alta Team will develop a Creative Brief to concisely define the objectives of the campaign and the core problem(s) it aims to solve. The Creative Brief will include information gained through initial research and interviews, key chal- lenges, target audiences, and insights on how to connect with these groups. This document will be the foundation that future strategic platforms and concepts are built upon. Task 2C: Competitive and Inspirational Audits The Alta Team will partner with City staff to iden- tify a portfolio of sample campaigns and best practices to guide the look, feel, and message for the campaign through competitive and 0 lAcomp6fiencs este verano en octividades GRATUITA5 pare caminar y andar en blcicleta! Diefruto can su famllla y amigmytolne pasas hade unovida saludable. Reaio2.VreapepIUM isollcltensu Gc KIt GRA1'IScon infnr,nael5n sabre andar en bicideta,<aminac fomertransporte publicoy rompartlrvlajes- yelila un regelu gratis! Vislte gwilsan.org parx obtener mes Infarmcldn. Los eventos gratuitos pars caminar y andar an bicideta Indulr5n paseos famlllares ypicnics. recorridos par Anse porn conoddas, fallen, sabre cidismo.cacorfas de tesoros y Imacho rnSM wwwgopiisen.org I facebook.com /gopllsen PILSEN Info @golabonorg 1 312- 427 - 3325x265 The Alta Team created a fully bilingual program for the Go Pilsen marketing program, whore all collateral material and web presence Is In both Spanish and English. inspirational audits. These audits will review public awareness campaigns (both transporta- tion and non- transportation focused), popular bicycle initiatives, and other safety movements to determine how they present themselves, how they are positioned, and assess the results, if avail- able, They will also include analysis of the social and cultural trends affecting bike safety and the community. We will use these audits to uncover the most interesting possibilities for the brand, potential messages, visual icons and themes, and overall "look and feel" of potential campaign brands. We will present our research to City staff to explore which themes and elements are most interesting and relevant to Santa Ana. This discussion will further guide the direction of this campaign. Task 2D: Begin Creative Team Discussions Based on the results of the competitive and Inspirational audits, the Alta Team will engage In a series of internal discussions to analyze our research and further outline the campaign frame- work. We will use these discussions to: 25E -12 • Define the target audience • Create Insights based on target audience needs • Define character Develop guidelines for culturally- appropriate messages Task 2E: Develop Core Strategic Platforms The team discussion results will directly lead into the development of up to three strategic plat- forms, which will serve as the foundation for efforts moving forward. The strategic platforms are broad visions for how the campaign will feel. For example, the campaign could be designed as young and playful or strong and serious, Both platforms are able to relay a message, but in a different overarching direction. The City will select one of the three strategic platforms, which will form the basis for the evolution of the campaign. Task 2F: Develop Design Concepts The Alta Team will develop up to six creative design concepts based on the chosen strategic Public Education on Bicycle Safety I Alta Planning + Design platform. Each of the concepts will Include a compelling bilingual message or tagline, strate- gies for communicating the message, and ways to encourage the desired behaviors. For example, a potential concept could encourage bicycling In the same direction as traffic by showing what it would look like to drive on the wrong side of the road. The Alta Team will externally test the concepts by identifying a small focus group of 8 -10 reliable sources to provide feedback as the concepts are developed. Task 2G: Finalize Campaign Based on direction from the City about the design concepts, the Alta Team will refine ideas into one final campaign concept that will be produced In both English and Spanish. The final concept will include the campaign message including text or a tagline(s), and provide design direction that dictates the look and feel of the final product. For the Pasadena Safe School Zones Campaign, Alta led branding, design, and development of a high- profile media and web campaign featuring a serles of ads In both English and Spanish. E 25E -13 City of Santa Ana 1 Alta Planning > Design Task 2H: Develop Web Strategy The Alta Team will work with the City to develop a website that digitally communicates the campaign. We understand that Lhe City intends for the campaign to be hosted on the existing City website and we have planned accordingly. This will be completed through the following steps: • Determine the content and publication strategy • Determine technology /platform needs and limitations • Design key page layouts, if possible within the existing website, and an interactive style guide • Identify opportunities to Integrate social media platforms Task 2 Deliverables: • Up to five stakeholder interviews • Initial background research • Creative Brief • Competitive and inspirational audits including a portfolio of samples and best practices • Internal creative team discussions • Three strategic platforms • Up to six design concepts and messages • External testing of campaign concepts • One final bilingual campaign concept with message • Web strategy for digital communication of campaign TASK 3: PRODUCE MATERIALS FOR DISTRIBUTION AND PLACEMENT Task 3A; Define Suite of Materials and Dlstributlon Plan To plan for the design, development, production, and placement of campaign marketing mate- rials, Alta will work with the City to define the suite of materials and the amount /type of educa- tional collateral. We are prepared to produce and procure the following items listed in the City's Request for proposals: • Educational brochures for distribution at schools, libraries, and other public facilities • Bicycle safety materials and collateral marketed towards school age children including: x Coloring books » Bicycle helmets Bicycle lights » Reflective bands • Bicycle and pedestrian safety web pages to be posted on the City's website (discussed in Task 2) • Advertisements to be placed on the Interior and exterior of OCTA buses • Advertisements for placement on bus shelters and benches • Streetlight banners for display city -wide After receiving approval on the suite of materials, we will develop a Media Deployment proposal for City review, summarizing our plan for media placement, distribution of materials, and duration of posting. For the Lights On campaign In Marin County, the Alta Team developed a safety and encouragement program that gave bicycle lights to cyclists riding without them at night, Task 3B: Develop Draft and Final Materials Alta will use the final campaign concept to create up to three campaign designs that communicate the approved message(s) within the established brand. Designs will include all required logos and copy. We will present to the City for review and refinement before developing final campaign designs for production. Designs will be devel- oped in a manner that can be updated to fit the size parameters of the desired media platforms. 25E -14 Task 3C: Print Management Alta manages all aspects of working with print vendors to see to high- quality final products, including transferring print -ready files, providing detailed specifications, and reviewing electronic and hard -copy proofs. To produce the highest quality, most cost - effective printed products, Alta will research reputable local vendors and solicit at least three print bids, We will review estimated costs to select a vendor(s) that will be appropriate for producing printed materials for this campaign. Task 3D: Media Placement Alta will modify the campaign graphics for each selected channel and format as dictated by the media vendor. We will work with media vendors to procure space for the campaign graphics in the desired locations and for the pre - determined campaign duration. We will provide payment to the vendor for each media channel, which we will include as part of our monthly invoices to the City. We will also work with vendors to track the effec- tiveness of all marketing materials by keeping and maintaining a running log of: • Number of messages produced • Subject of each message • Number of printings for each message • Total size of audience reached • Total cost and /or donated value Task 3E: Materials Procurement and Distribution Per the Media Deployment Proposal, Alta will research potential vendors for the selected educational collateral and distribute items via the appropriate channels, such as providing helmets at bike rodeos and educational brochures during saturation patrols (discussed in Task 4). Task 3 Deliverables: Define suite of materials Media Deployment Proposal Draft and final materials Print management Media placement and tracking Material procurement • Material Distribution Publlc EdnCatlon on Bicycle SaPaty I Alta Planning + Design Based on our work for the Pasadena Safe School Zones campaign, we have -a database of media sources, placement costs, and contacts we can use to lumpstart the media deployment effort. TASK 4: DIRECT EDUCATION AND OUTREACH Task 4A: Host League Cycling Instructor Seminar Alta will work with the City and the League of American Bicyclists (LAB) to schedule and host a train -the- trainer seminar to certify up to 12 community members as League of American Bicyclists Cycling Instructors (1 Cls), We have 10 LCIs on staff, including Alta Project Manager Jessie Holzer, and thus are intimately familiar with the steps involved In the certification process. While the LAB will supply an LCI coach to run the seminar, it requires a local contact to serve as Site Facilitator to organize logistics (such as finding an indoor meeting /classroom space, chairs, tables, etc), promote the seminar to interested bicy- clists, and remain in contact with the LCI Coach. We propose a representative from the City or a local non- profit organization serve In this role with support from Alta. Task 46: Bicycle Safety Classroom Presentations The Alta Team will reach out to elementary schools in the Santa Ana Unified School District to schedule one bicycle safety classroom presen- tation at 20 middle elementary schools, reaching approximately 5,000 students. Safe Moves specializes in delivering bicycle safety instruc- tion to children in a range of socio- economic and cultural backgrounds and will deliver lesson plans relevant to the diverse neighborhoods in Santa Ana that accommodate differing student abilities and cognitive learning skills. 25E -15 11 Glry of Banta Ana I Alta Planninq * Design We propose that the presentations be directed toward upper grade elementary school students (grades four through six) as children in these grades are more likely to ride to school. The presentations will include education on several critical areas: • General bicycle safety • Skills necessary to make smart choices in traffic • Recognition and avoidance of common traffic collisions • Safe behaviors In and around vehicles including cars, buses, trains and trucks • Understanding driver behaviors Task 4C: Bicycle Rodeos The Alta Team will schedule bicycle rodeos at four of the elementary schools receiving class- room presentations. Rodeos will be interactive, on -bike simulations allowing students to experi- ence "real world" traffic situations and challenges In a controlled environment. Lesson plans will be designed to be age - appropriate and adminis- tered by trained safety Instructors, Lesson plans for the bicycle rodeos will Include but will not limited to: • Safe places to ride • Traffic signs and signals • Rights and responsibilities of bicyclists • Recognition and avoidance of common bicycle collisions Use of bike racks, bike lanes, bike paths, bike trails Skills (stopping, balancing, braking, left shoulder check, scanning) Explanation /simulation of traffic environment (infrastructure) Understanding of driver behaviors Prior to participating in the rodeos, Safe Moves will conduct bike safety checks for tires, brakes, seats, and handlebars. A limited number of loaner bicycles and helmets will be provided for those students who do not have access to their own. Task 4D: Bicycle Helmet Fitting and Distribution One thousand helmets, procured as part of this program, will be distributed and fitted at the four bicycle rodeos. Safe Moves will provide instruc- tion to students and parents on how to properly fit and adjust their bicycle helmets so that they may use this training in fitting helmets in the future, Additional helmet seminars could be conducted as part of the classroom presentations and satu- ration patrols if there is a surplus of helmets, A bicycle rodeo will teach children age appropriate bicycle behavior and help promote bicycle safety and Increase usage. 12 25E -16 Task 4E: Saturation Patrols with Santa Ana Police Department Alta will conduct up to four saturation patrols with the Santa Ana Police Department to enforce laws related to bicycling, educate the public on bicycle safety, and facilitate communication between law enforcement officers and the general public. Many Immigrant populations shy away from interactions with police officers, so the satura- tion patrols may provide an opportunity to ease tensions regarding law enforcement. We assume saturation patrols differ from regular enforcement by bringing officers into the community In a non - intimidating way, such as by staffing a booth at a popular location and distributing informational materials and safety giveaways. Patrols could take place along popular bicycling routes or off - street on bike paths and trails, We recommend distrib- uting a portion of the collateral during the satura- tion patrols to attract the attention of passers -by. The Alta Team will work with the Santa Ana Police Department to enforce bicycling laws, educate the public on Bicycle safety, and facilitate communication between law enforcement officers and the general public, Public CAUCatlon on Bicycle Safety I Alta Planning + Design Task 4F: Evaluation Surveys At the end of the campaign, after both media placement and direct education has been completed, Alta will disseminate an online evaluation survey through the 20 schools that participated In the classroom presentations as a requirement of receiving the train ings, The survey will be targeted at parents, with the goal of deter- mining any students who were'saved by a helmet' by asking questions about collision Involvement and changes in helmet usage as a result of the campaign. We will also partner with the school administration staff to identify and recognize students saved by helmets. If desired by the City, the survey could also include questions about the media campaign to evaluate its reach to families. Alta will analyze survey results for inclusion in the Final Report (Task 1). Task 4 Dellverables: • One League Cycling Instructor Training Seminar • Up to 20 bicycle safety classroom presentations • Four bicycle rodeos • Four bicycle helmet fitting seminars at bike rodeos • Distribution of 1,000 bicycle helmets • Up to four saturation patrols • Online evaluation surveys at up to 20 schools • Survey analysis m 25E -17 EXHIBIT B COMPENSATION (Attached) 25E -18 W-- �y ;�V: WO W IO a W @'I pl tn{pp ntOntrya m N:,b,.Ob{ypo a'b lO 1N0 WN Na -ivl N,�n(e h'N I`� %17bIO ,�'T Nn nNW W�4of . o'o 0000� o',,0 0 0000a o a000ayo��o;�; o�oE ��oa Nam» (9 N WW NbN(0 W W 09 df 1 1 V'.V NmbO ' "bNW bC Ob b'.bryd'Mro tl'.aN ryWN b�. 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