Item 4C
M E M O R A N D U M
May 2, 2017
TO: Shana Yelverton, City Manager
FROM: Jill Lind, Senior Marketing Manager
SUBJECT: Approve Contract Spending with Cubic Creative Inc. in an
amount over $50,000 but not to exceed $69,000
_______________________________________________________
Action Requested: The purpose of this item is to seek City Council approval to
expand an existing contract with Cubic Creative Inc. in the
amount of $19,000 in order to create an aligned brand
messaging strategy, or a branded house hybrid approach, that
will begin with branding and messaging for The Marq
Southlake. To successfully market the facility and meet cost
recovery goals, message consistency, collaboration and
channel integration is key. This approach will allow us to
ensure that marketing efforts and dollars are aligned with our
master brand (City of Southlake) while also communicating
the unique services and offerings of the Marq Southlake.
Background
Information: The City currently serves as the overarching master brand for
Southlake with a number of subset brands such as economic
development, public safety, visitor branding and our newest
subset, The Marq Southlake. This structure sets us up as a
“branded house hybrid” and requires a strategic approach to
our message and marketing strategy. Additionally, with the
projected opening of The Marq Phase 2 in 2018, driving sales
to meet cost recovery goals is imperative.
Rapid growth, increased competition and shifting customer
demands make marketing and branding difficult to navigate.
Changes represented by the emerging growth of competing
destinations, the expansion of competitors and funding
accountability present constantly evolving challenges and
opportunities for Southlake to maintain its market share. A
strategic approach to targeting, positioning and branding are
critical to ensure maximum return on investment for City
efforts and brand exposure.
Cubic Creative has successfully created the brand messaging
for visitors coming to Southlake. Under the current contract,
City Council
Meeting Date – May 2, 2017
Page 2 of 3
Cubic provides management of digital advertising targeted to
the visitor audience as well as ad design and other creative
services. With their expertise in these fields and their
experience working within Southlake, they can deliver an
evolved branded house hybrid strategy beyond the visitor
context that will include deliverables necessary to successfully
marketing The Marq Southlake and the City.
Financial
Considerations: Currently, the City contracts with Cubic for $50,000 in the
Hotel Occupancy Tax Fund to provide digital advertising
management and related creative services for our visitor
engagement efforts. The total amount requested for this
contract expansion is $19,000, and the proposed funding
source is the FY 2017 Community Enhancement and
Development Corporation Fund (CEDC) budget, which
included $19,000 for marketing services.
No budget increase is being requested. Rather, this item is a
request to allow total spend with Cubic to exceed the City
Manager’s expenditure authority, with a total spend cap at
$69,000.
The deliverables listed below will provide necessary design,
creative and strategy tools which, after development this year;
will be immediately incorporated into The Marq Southlake FY
2018 advertising and marketing initiatives. These tools will be
essential in driving facility membership and rentals, and
meeting overall revenue goals approved in the facility pro
forma by City Council.
FY 2017 deliverables:
The Marq Southlake Brand Strategy: Creation of a
defined branded house marketing and communication
brand strategy for the facility and its interests that is
centered around generating membership and rental
revenues for prospective targeted audiences.
Creative Design Refinement: Facility marketing and
communication design pieces such as logo and
advertisement creative work will be refined based on
internal and external audience interests and needs.
Brand Book Guidelines: The brand book will serve as a
guideline that will outline the facility’s brand messaging
elements including: logo use, marketing applications,
brand standards, voice, tone, profile and positioning.
These elements will enable staff to change creative
City Council
Meeting Date – May 2, 2017
Page 3 of 3
based on various initiatives and campaigns while
keeping within the established facility brand.
Strategic Link: This item is linked to the City’s Strategy Map within the focus
area of Performance Management & Service Delivery, and
meets the corporate objectives to provide attractive & unique
spaces for enjoyment of personal interests (C3), enhance the
sense of community by providing excellent customer service
and citizen engagement opportunities (C6) and Adhere to
financial management principles and budget (F1).
This item also aligns with the Community Enhancement
Development Corporation’s (CEDC) goals to promote
economic development and ensure the success of a
community entertainment and recreation center.
Citizen Input/
Board Review: City Council consideration for approval on May 02, 2017
Legal Review: Not Applicable
Alternatives: Alternatives may include:
City Council decision to approve as presented
City Council decision to approve with modifications
City Council denial of request
Supporting
Documents: Supporting documents include:
RFP1402B180JL140006 Provide Branding, Development
& Marketing Action Plan
RFP1506B180JL150015 Advertising and Strategic Media
Planning and Buying Services
Staff
Recommendation: Approve Contract Spending with Cubic Creative Inc. in an
amount over $50,000 but not to exceed $69,000
City of Southlake
REQUEST FOR PROPOSALS
Proposal Reference Number: RFP1402B180JL140006
Project Title: Provide Branding, Development and Marketing Action
Plan for City of Southlake
Proposal Closing Date: 3:00 P.M.(CST), FRIDAY MARCH 14, 2014
City of Southlake - RFP1402B180JL140006 - Page 1 of 19
TABLE OF CONTENTS
Table of Contents ................................................................................................................................ Page 1
Request for Proposals
(1) Introduction .............................................................................................................................. Page 2
(2) Definitions ................................................................................................................................ Page 2
(3) General Information ................................................................................................................. Page 3
(4) RFP Withdrawals and/or Amendments .................................................................................... Page 3
(5) Proposal Submittal Requirements ............................................................................................ Page 3
(6) Proposal Evaluation and Contract Award ................................................................................ Page 4
Appendix A – Scope of Services
(1) Project Title .............................................................................................................................. Page 6
(2) Scope of Services Contact ........................................................................................................ Page 6
(3) Special Conditions .................................................................................................................... Page 6
(4) Proposal Evaluation Factors ..................................................................................................... Page 6
(5) Brand Manufacture Reference .................................................................................................. Page 6
(6) Key Events Schedule ................................................................................................................ Page 6
(7) Scope of Services ..................................................................................................................... Page 6
Appendix B – Proposal
(-) Label Format for Submittal Packet’s Sealed Envelope ........................................................... Page 10
I Required Proposal Information
(1) Proposed Product ................................................................................................................... Page 11
(2) Cost of Proposed Product ....................................................................................................... Page 11
(3) Term of Contract and Option to Extend ................................................................................. Page 11
(4) Proposer’s Experience / Staff ................................................................................................. Page 12
(5) References .............................................................................................................................. Page 13
(6) Trade Secrets and/or Confidential Information ...................................................................... Page 14
(7) Federal, State and/or Local Identification Information ......................................................... Page 14
II Contract Terms and Conditions
(1) Delivery of Products and/or Services .................................................................................... Page 14
(2) Miscellaneous ........................................................................................................................ Page 14
(3) Financial Responsibility Provisions ...................................................................................... Page 15
Appendix C – Form CIQ ................................................................................................................ Page 16
Appendix D – No Intent to Submit Form ...................................................................................... Page 19
City of Southlake - RFP1402B180JL140006 - Page 2 of 19
Southlake, Texas
Request for Proposals
1. Introduction
A. Project Overview: The City of Southlake is requesting Proposals with the intent of awarding a
contract for the purchase of goods and services contained in Appendix A – Scope of Services.
B. Questions: Following are contacts for questions as identified.
i. RFP Clarifications: All questions related to requirements or processes of this RFP should
be submitted in writing to the Purchasing Manager identified in section 2 below.
ii. Scope of Service Questions: All questions related to the scope of services should be
submitted in writing to the contact person(s) noted in Appendix A – Scope of Services.
iii. Replies: Responses to inquiries which directly affect an interpretation or effect a change to
this RFP will be issued in writing by addendum and mailed to all parties recorded by City as
having received a copy of the RFP. All such addenda issued by City prior to the submittal
deadline shall be considered part of the RFP. The City shall not be bound by any reply to an
inquiry unless such reply is made by such formal written addendum.
iv. Acknowledgement of Addenda: The Proposer must acknowledge all addenda by signing
and returning such document(s) or by initialing appropriate area of the Proposal.
C. Notification of Errors or Omissions: Proposers shall promptly notify the City of any omissions,
ambiguity, inconsistency or error that they may discover upon examination of this RFP. The City
shall not be responsible or liable for any errors and/or misrepresentation that result from the
solicitations which are inadvertently incomplete, ambiguous, inconsistent or obviously erroneous.
D. Conflict of Interest Questionnaire (Form CIQ): A person or business, and their agents, who seek to
contract or enter into an agreement with the City, are required by Texas Local Government Code,
Chapter 176, to file a conflict of interest questionnaire (FORM CIQ) which is found in Appendix
C. The form must be filed with the City Secretary no later than seven (7) days after the date the
person or business begins contract discussions or negotiations with the City, or submits an
application, response to a request for proposals or bids, correspondence, or other writing related to
any potential agreement with the City.
2. Definitions
Proposal: The signed and executed submittal of the entirety of Appendix B – Proposal.
Proposer: The Proposer and the Proposer’s designated contact signing the first page of the Proposal.
City of Southlake (“City”): The City of Southlake, Texas.
City Secretary’s Office: The office of the City Secretary of the City, located at 1400 Main Street, Suite
#270, Southlake, Texas 76092. PH: (817) 748-8016; Fax: (817) 748-8270.
Project: The name of this Request for Proposals as identified on the cover sheet and first page of
Appendix A – Scope of Services.
City of Southlake - RFP1402B180JL140006 - Page 3 of 19
Purchasing Manager: The City of Southlake Purchasing Manager is Timothy Slifka CPPO, CPPB,
Phone: (817) 748-8312, E-Mail: tslifka@ci.southlake.tx.us; Fax (817) 748-8048.
Request for Proposals (RFP): The entirety of this document, including all Appendices and Addenda.
Scope of Services: The entirety of Appendix A – Scope of Services.
3. General Information
A. Tax Exempt Status: City purchases are exempt from State Sales Tax and Federal Excise Tax. Do
not include tax in the Proposal. City will furnish Excise Tax Exemption Certificate upon request.
B. Public Inspection of Proposals: The City strictly adheres to the Texas Public Information Act
(Texas Government Code Chapter 552.001, et seq.) and all other governing statutes, regulations,
and laws regarding the disclosure of RFP information. Proposals are not available for public
inspection until after the contract award. If the Proposer has notified the City, in writing, that the
Proposal contains trade secrets or confidential information, the City will generally take reasonable
steps to prevent disclosure of such information, in accordance with the Public Information Act.
This is a statement of general policy only, and in no event shall the City be liable for disclosure of
such information by the City in response to a request, regardless of the City’s failure to take any
such reasonable steps, even if the City is negligent in failing to do so.
4. RFP Withdrawals and/or Amendments
A. RFP Withdrawal: The City reserves the right to withdraw this RFP for any reason.
B. RFP Amendments: The City reserves the right to amend any aspect of this RFP by formal written
Addendum prior to the Proposal submittal deadline and will endeavor to notify all potential
Proposers that have registered with the City, but failure to notify shall impose no obligation or
liability on the City.
5. Proposal Submittal Requirements
A. Submittal Packet – Required Content: If submitting hard-copies, the Proposer must submit one (1)
signed original Proposal and five (5) copies. This submittal packet shall be submitted in a sealed
envelope with a completely signed and executed page B-1 affixed to the outside of the envelope. If
submitting electronically, the Proposer must visit www.securebidusa.com and search for
“Southlake, Texas.” Once an account is created, the Proposer can submit its Proposal electronically
by selecting the appropriate Bid Identification.
B. Submittal Deadline: The deadline for submittal of Proposals shall be as identified on page ten
_10_ of Appendix B-Proposal. It is the Proposer’s responsibility to have the Proposal correctly
marked and hard-copies delivered to the City Secretary’s Office or electronically submitted by the
submittal deadline. No extensions will be granted and no late proposals will be accepted.
C. Proposals Received Late: Proposers are encouraged to submit their proposals as soon as possible.
The time and date of receipt as recorded in the City Secretary’s Office shall be the official time of
receipt. The City is not responsible for late delivery of mail or other carrier. Late Proposals will
not be considered under any circumstances.
D. Alterations or Withdrawals of Proposal: Any submitted Proposal may be withdrawn or a revised
proposal substituted if a written notice is submitted to the City Secretary prior to the submittal
deadline. Any interlineations, alteration, erasure or other amendment made before the submittal
deadline, must be signed or initialed by the Proposer or the Proposer’s authorized agent,
guaranteeing authenticity. Proposals cannot be altered, amended or withdrawn by the Proposer
City of Southlake - RFP1402B180JL140006 - Page 4 of 19
after the submittal deadline, unless such alteration, amendment or withdrawal notice is approved in
writing by the Purchasing Manager.
E. Proposal Format: All Proposals must be prepared in single-space type, on standard 8-1/2” x 11”
vertically oriented pages, using one side of the paper only. Pages shall be numbered at the bottom.
Entries shall be typed, or legibly written in ink. The City only accepts electronic submissions via
www.securebidusa.com. Any other format (via telephone, fax, email, etc.) may be rejected by the
City at its discretion.
F. Validity Period: Once the submittal deadline has passed, any Proposal shall constitute an
irrevocable proposal to provide the commodities and/or services set forth in the Scope of Services
at the price(s) shown in the Proposal on the terms set forth in the Proposal, such proposal to be
irrevocable until the earlier of the expiration of ninety (90) days from the submittal deadline, or
until a contract has been awarded by the City.
6. Proposal Evaluation and Contract Award
A. Proposal Evaluation and Contract Award Process: An award of a contract to provide the goods or
services specified herein will be made using competitive sealed proposals, in accordance with
Chapter 252 of the Texas Local Government Code and with the City’s purchasing policy. The
City will evaluate all proposals to determine which proposers are reasonably qualified for the
award of the contract, applying the anticipated evaluation factors and emphasis to be placed on
each factor as identified in the Scope of Services. The City may, at its option, conduct discussions
with or accept proposal revisions from any reasonably qualified proposer. The City reserves the
right to determine which proposal will be most advantageous to the City.
B. Completeness: If the Proposal is incomplete or otherwise fails to conform to the requirements of
the RFP, City alone will determine whether the variance is so significant as to render the Proposal
non-responsive, or whether the variance may be cured by the Proposer or waived by the City, such
that the Proposal may be considered for award.
C. Ambiguity: Any ambiguity in the Proposal as a result of omission, error, lack of clarity or non-
compliance by the Proposer with specifications, instructions and all conditions shall be construed
in the favor of the City. In the event of a conflict between these standard RFP requirements and
details provided in Appendix A – Scope of Services or Appendix B – Proposal, the Appendices
shall prevail.
D. Unit Prices and Extensions: If unit prices and their extensions do not coincide, the City may
accept the price most beneficial to the City, and the Proposer will be bound thereby.
E. Additional Information: City may request any other information necessary to determine Proposer’s
ability to meet the minimum standards required by this RFP.
F. Partial Contract Award: City reserves the right to award one contract for some or all the
requirements proposed or award multiple contracts for various portions of the requirements to
different Proposers based on the unit prices proposed in response to this request, or to reject any
and all Proposals and re-solicit for Proposals, as deemed to be in the best interest of City.
G. Terminate for Cause: The occurrence of any one or more of the following events will justify
termination of the contract by the City of Southlake for cause:
i) The successful proposer fails to perform in accordance with the provisions of these
specifications; or
City of Southlake - RFP1402B180JL140006 - Page 5 of 19
ii) The successful proposer violates any of the provisions of these specifications; or
iii) The successful proposer disregards laws or regulations of any public body having
jurisdiction; or
iv) The successful proposer transfers, assigns, or conveys any or all of its obligations or duties
under the contract to another without written consent of the City.
v) If one or more of the events identified in Subparagraphs G i) through iv) occurs, the City
of Southlake may, terminate the contract by giving the successful proposer seven (7) days
written notice. In such case, the successful proposer shall only be entitled to receive
payment for goods and services provided before the effective date of termination. The
successful proposer shall not receive any payment on account of loss of anticipated profits
or revenue or other economic loss resulting from such termination.
vi) When the contract has been so terminated by the City of Southlake, such termination shall
not affect any rights or remedies of the City then existing or which may thereafter accrue.
H. Terminate for Convenience: This contract may be cancelled or terminated at any time by giving
vendor thirty (30) days written notice. Vendor may be entitled to payment for services actually
performed; to the extent said services are satisfactory.
City of Southlake - RFP1402B180JL140006 - Page 6 of 19
Appendix A – Scope of Services
1. Project Title: Provide Branding, Development and Marketing Action Plan for City of Southlake
2. Scope of Services Contact
Questions about the technical nature of the Scope of Services, etc. may be directed to TIM SLIFKA,
Phone. 817.748.8312, e-mail: tslifka@ci.southlake.tx.us
3. Special Conditions
The following special conditions shall prevail over areas of conflict in previous pages:
NONE
4. Proposal Evaluation Factors
Emphasis Factor
20% Demonstrated experience of firm completing brand development in similar
cities/regions
20% Qualifications and experience of the professional personnel assigned to project
20% Fit of consultant’s brand development methodology with Southlake’s values,
operations and desire for community engagement in process
20% Consultant's capability to meet time and project budget requirements
20% Creativity of consultant
5. Brand Manufacture Reference
The City has determined that any manufacturer’s brand defined in the Scope of Services meets the
City’s product and support need. The manufacturer’s reference is not intended to be restrictive, and is
only descriptive of the type and quality the City desires to purchase. Quotes for similar manufactured
products of like quality will be considered if the Proposal is fully noted with the manufacturer’s brand
name and model. The City reserves the right to determine products and support of equal value, and
whether other brands or models meet the City’s product and support needs.
6. Key Events Schedule
Proposal Release Date February 13, 2014
Deadline for Submittal of Written Questions February 26, 2014
Sealed Proposals Due to and Opened by City Shown on First Page of this RFP
Anticipated Committee Evaluation Review Date Week of March 17, 2014
Anticipated Award Date April 2014
7. Scope of Services
Project Overview:
The City of Southlake desires to hire a highly respected, successful brand development firm which
specializes in branding cities and regions, to help define the city's strengths and assets, and develop an
effective, professional brand, thereby giving the city a stronger and more viable image and unified
message as it markets to attract tourists, events and meetings, business investment, workforce and new
City of Southlake - RFP1402B180JL140006 - Page 7 of 19
residents. It is important the brand promise and subsequent materials work for all of these marketing
audiences, as well as to improve the overall image and perception of Southlake.
The City seeks a firm which has demonstrated success in developing a destination brand identity for
other municipalities. Expected services include: Conducting community research and analyzing
results, strategic planning and creative development. Identifying a strong destination brand is the goal
of the project.
About Southlake:
In 1956, the City of Southlake consisted of 1.62 square miles of land. On April 4, 1987, Southlake
citizens adopted a home-rule charter creating the current council-manager form of government.
The City of Southlake currently consists of approximately 22 square miles of land and has just over
27,000 residents. Southlake is located in North Central Texas, situated 23 miles northeast of Fort
Worth and 25 miles northwest of Dallas. Dallas-Fort Worth International Airport is only a few short
miles to the southeast, and Lake Grapevine borders the city to the north. State Highway 114 runs
diagonally through the middle of the city, heading east through Las Colinas and into downtown Dallas
and west toward the Alliance Airport corridor.
Southlake experienced rapid population growth between 1990 and 2000 with a 205 percent increase in
population during that period, among the highest in Texas. Although still robust, growth has slowed in
recent years. The ultimate build-out population, estimated at 35,000 could be reached by 2030.
Southlake has become a premier community in the Dallas-Fort Worth metropolitan area. The City’s
dedication to quality development, sound fiscal policies and effective strategic management has made
it an exemplary community. These attributes have led to the development of several high quality
facilities within the City such as Town Hall, Department of Public Safety (DPS) Headquarters and
more recently, the DPS North Training Facility. In order to continue this level of quality and
development it is imperative to have a plan in place to guide the City and meet the needs and demands
of its residents. As a result, today Southlake is known around the country as an outstanding place to
live and raise a family.
Southlake has consistently been ranked as one of the best places to live by D Magazine and Fort Worth
Magazine. The Dallas Business Journal reported on a 2012 quality of life study by On Numbers in
which Southlake was listed as the top DFW city and third among 1,145 cities throughout the southern
United States. In 2013, the Dallas Morning News reported Southlake as one of the Best Neighborhoods
in DFW, with an overall rating of five stars.
Project Background:
In 2009, the Southlake City Council approved an Economic Development & Tourism Strategic Plan
creating a roadmap for their Economic Development & Tourism vision. The Tourism
recommendations support the overall mission of the division which is to enhance resident quality of
life and business vitality through the promotion of the tourism, convention and hotel industry in the
City. The implementation of the Tourism recommendations is intended to generate overnight visitation
to Southlake by attracting meetings, events and leisure travelers to the City. Goal T3 of the EDT Plan
specifically calls for development of a focused message to ensure a successful destination image.
The City of Southlake currently features one hotel with more than 248 rooms and more than 19,000+
square feet of flexible meeting space. The 130–acre Southlake Town Square is home to the Hilton
Southlake Hotel and Southlake Town Hall as well as numerous other shops and dining options.
City of Southlake - RFP1402B180JL140006 - Page 8 of 19
Scope of Services:
This brand development project will address recommendations in the Southlake 2030 Economic
Development & Tourism Master Plan to develop and promote a focused destination message. Since
this brand will be the City's promise to the outside world, it needs to be professionally developed.
Development should be based on intensive research which includes input from both those inside and
outside of the community so current perceptions of Southlake are understood and addressed with any
proposed strategy. Firm will work with the City to develop the brand and to recommend
implementation of the brand in future marketing efforts. At this time the City does not have a fixed
budget for these services but is requesting the Firm submit a cafeteria style implementation cost with
their plan to help create the overall pricing plan. The action plan should consist of three components;
Branding, Development and Marketing.
Branding
The selected firm will conduct the needed research and interviews to create, present and execute
ideas/concepts for the community of Southlake’s brand identity and subsequent template materials
including guidelines for long-term use.
Development
The firm will work with the City and its partners to facilitate the brand development process to insure
it is inclusive and representative of the various public and private organizations which we hope will
use the brand in future marketing efforts.
Marketing
Additionally, existing and upcoming tourism-related products must be considered in the development
of the brand and messaging to reflect the tourism climate of the City.
The branding strategy will be applied to future marketing plan elements including:
Websites
Social Media
Advertising
Online
Consumer
Travel Trade
Meetings / Conventions
Billboard
E-Newsletters
Tradeshow Booth
Meeting / Convention Bid Packets
Promotional Items
Official Publications: Visitor Guide, Meeting Planner Guide, Tour Planner, Sports Facility
Guide, rack brochures, etc.
Other items to be determined
Required deliverables include:
1) Brand action plan which addresses the required three components (branding, development and
marketing) including priorities, timeline and implementation strategy. If implementation services
City of Southlake - RFP1402B180JL140006 - Page 9 of 19
are requested from awarded firm, an hourly rate for consulting services should be provided in the
implementation strategy.
2) Brand story and message.
3) Style guide.
4) Key messages for individual audiences.
5) Design concepts for various applications, including but not limited to web, print, advertising,
signage, etc.
6) Accountability plan which measures the success of the branding project.
Additional Submittal Requirements:
1) Cover letter.
2) Company Information: Provide a brief company background, including date founded, company
size, locations, current client roster, etc.
3) Project Implementation / Timeline: Attach a separate budget proposal showing the estimated total
cost and timeline for roll out (start to finish) of proposed services. Include a breakdown of cost for
each deliverable, including expenses by phases.
4) Project Statement: Describe the applicant's understanding of the goals and objectives, as well as
the approach and philosophy regarding the project.
5) Proposed Project Team Members: Include a description of the organization, an organizational
chart, and the primary role and responsibility of each team member. Clearly designate the team
leader for this project and the responsibilities of other contributing members.
6) Individual Experience: Include information on the background of key members and detail their
specific contributions to past projects, as it relates to this project.
7) Specific Project Experience: Provide examples of similar projects which were successfully
executed.
8) Quality Assurance: Provide agency quality assurance procedures and processes applied to ensure
desired results.
9) References: At least four (4) client references, for similar projects completed within the past five
years. Include the name and telephone number of the contact person. List services provided to each
client.
10) Additional information may be provided to support firms ability to complete this type of project.
City of Southlake - RFP1402B180JL140006 - Page 10 of 19
Appendix B – Proposal
Submittal Checklist: (To determine validity of proposal)
______Appendix B (pages _10_ through _18_) must be included in the proposal submittal
______Appendix C Conflict of Interest Form (page _18_) must be included in the proposal submittal.
All proposals submitted to the City of Southlake shall include this page with the submitted Proposal and affix a
copy of this form to the outside of the submittal packet’s sealed envelope or along with the electronic submission..
RFP Number:
RFP1402B180JL140006
Project Title: Provide Branding, Development and Marketing
Action Plan for City of Southlake
Submittal
Deadline:
3:00 P.M. (CST), FRIDAY MARCH 14, 2014
Submit hard-
copies to:
City Secretary’s Office
1400 Main Street, Suite
270
Southlake, TX 76092
(817) 748-8016
Submit
electronically
* to:
www.securebidusa.com
* Requires email account
login and password.
Proposer Information:
Proposer’s Legal Name:
Address:
City, State & Zip
Federal Employers
Identification Number #
Phone Number:
Fax Number:
E-Mail Address:
Proposer Authorization
I, the undersigned, have the authority to execute this Proposal in its entirety as submitted and enter into a contract
on behalf of the Proposer.
Printed Name and Position of Authorized Representative: ________________________________________
Signature of Authorized Representative: ____________________________________________
Signed this __________(day) of _________________________(month),________(year)
I learned of this Request for Proposals by the following means:
City of Southlake - RFP1402B180JL140006 - Page 11 of 19
Appendix B – Proposal (continued)
I. REQUIRED PROPOSAL INFORMATION. IN ORDER FOR A PROPOSAL TO BE
CONSIDERED COMPLETE, AND TO BE EVALUATED FOR A CONTRACT AWARD BY THE
CITY, PROPOSER MUST SUBMIT ALL OF THE FOLLOWING INFORMATION:
1. Proposed Products and/or Services
A. Product or Service Description: Proposers should utilize this section to describe the technical
aspects, capabilities, features and options of the product and/or service proposed in accordance
with the required Scope of Services as identified in Appendix A. Promotional literature,
brochures, or other technical information may be used.
B. Additional Hardware Descriptions: Proposers should also include in this section a detailed
description of what additional hardware and/or software, if any, would be required by the City in
order to fully utilize the goods and/or services proposed.
C. Guarantees and Warranties: Each Proposer shall submit a complete copy of any warranties or
guarantees provided by the manufacturer or Proposer with the Proposal submitted.
D. Project Schedule/Delivery Date: Proposer must provide a project schedule noting all projected
completion dates for segments of the Project, from start-up to completion, and all delivery dates for
goods covered by the RFP. The Proposal must show the number of days required to deliver and
install the product or equipment after the receipt of the City’s Purchase Order.
2. Cost of Proposed Products and/or Services
A. Pricing: Pricing shall reflect the full Scope of Services defined herein, inclusive of all associated
cost for delivery, labor, insurance, taxes, overhead, and profit.
3. Term of Contract and Option to Extend
Any contract resulting from this RFP shall be effective for twelve months from date of award. The
City anticipates that contract shall be renewed pursuant to the availability of funds and at the discretion
of the City. The following clauses shall be included in the contract:
A. Option Clause: It is agreed that City will have the option to extend the contract for up to four (4)
additional years, in one-year intervals. To exercise this option, the City shall serve notice 30 days
prior to contract termination or to the end of any one-year extension. The Option to Extend will not
be considered if funding is unavailable or if the contractor’s past performance is not within the
industry standard.
B. Escalation Clause: Should market conditions prevail which dictate an increase, the successful
contractor may submit documentation requesting permission to increase pricing no later than 30
days after receiving notice from the City of its intent to extend the agreement. Escalation may only
occur at the time of renewal and only upon securing the approval of the City in writing. Requests
for price adjustments must be solely for the purpose of accommodating an increase in the
contractor’s cost, not profits.
Vendors shall show in this quote their anticipated percent of escalation if/when the option to
extend is exercised. The percent quoted will be a maximum. In addition, the percentage proposed
will be a factor in determining the best value to the City. It is the average price over the period of
the contract that will be the price factor considered in the evaluation of this quote. Quotes in which
negative or no escalation is shown will be considered as 0% escalation.
City of Southlake - RFP1402B180JL140006 - Page 12 of 19
C. Price Increases Upon Extension: If approved by the City, the Contractor shall modify the rates
charged by the Contractor to reflect any changes shown in the comparative statement delivered to
the City. The maximum increase allowed under this provision shall be four percent (4%) per year.
The City shall have authority, in its reasonable discretion, to determine the validity of any change
in Contractor’s rates. City cannot exercise the Option to Extend with any price increases unless the
Vendor completes the section of the Quote requesting anticipated percentage of annual escalation.
FIRST ADDITIONAL YEAR (FY 2014-2015) ESCALATION……………………... _____%
SECOND ADDITIONAL YEAR (FY 2015-2016) ESCALATION………..….. . _____%
THIRD ADDITIONAL YEAR (FY 2016-2017) ESCALATION ……………………. _____%
FOURTH ADDITIONAL YEAR (FY 2017-2018) ESCALATION…………………. _____%
4. Proposer’s Experience / Staff
A. Project Team: Identify all members of the Proposer’s team (including both team members and
management) who will be providing any services proposed and include information which details
their experience.
B. Removal or Replacement of Staff: If an assigned staff person must be removed or replaced for any
reason, the replacement person must be approved by City prior to joining the project.
C. Business Establishment: State the number of years the Proposer’s business has been established
and operating. If Proposer’s business has changed names or if the principals operating the business
operate any similar businesses under different names, or have operated any other businesses or
changed the legal status or form of the business within the last five (5) years, all names, of
predecessor business names, affiliated entities, and previous business entities operated by the
principals, if different than present, must be provided;
State the number of years experience the business has: _______; and the number of employees:
_________.
D. Project Related Experience: All Proposals must include detailed information that details the
Proposer’s experience and expertise in providing the requested services that demonstrates the
Proposer’s ability to logically plan and complete the requested project.
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5. References
Proposer shall provide four (4) references where Proposer has performed similar to or the same types
of services as described herein.
Reference #1:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
Reference #2:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
Reference #3:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
Reference #4:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
City of Southlake - RFP1402B180JL140006 - Page 14 of 19
6. Trade Secrets and/or Confidential Information
Trade Secrets and/or Confidential Information: This proposal ___ (does) ___ (does not) contain trade
secrets and/or confidential information. If applicable, describe such trade secrets and confidential
information, and the basis for your assertion that such material qualifies for legal protection from
disclosure.
7. Federal, State and/or Local Identification Information
A. Centralized Master Bidders List registration number: ______________________________.
B. Prime contractor HUB / MWBE registration number: ______________________________.
C. An individual Proposer acting as a sole proprietor must also enter the Proposer’s Social Security
Number: #_______-_______-_______.
II. CONTRACT TERMS AND CONDITIONS. EXCEPT WHERE PROPOSER MAKES SPECIFIC
EXCEPTION IN THE SUBMITTED PROPOSAL, ANY CONTRACT RESULTING FROM THIS
RFP WILL CONTAIN THE FOLLOWING TERMS AND CONDITIONS, WHICH PROPOSER
HEREBY ACKNOWLEDGES, AND TO WHICH PROPOSER AGREES BY SUBMITTING A
PROPOSAL:
1. Delivery of Products and/or Services
A. Payment Terms: Unless otherwise specified in the Scope of Services or otherwise agreed to in
writing by the City, payment terms for the City are Net 30 days upon receipt of invoice.
B. Warranty of Products and Services: All products furnished under this contract shall be warranted to
be merchantable and good quality and fit for the purposes intended as described in this Proposal, to
the satisfaction of City and in accordance with the specifications, terms, and conditions of the
Scope of Services, and all services performed shall be warranted to be of a good and workmanlike
quality, in addition to, and not in lieu of, any other express written warranties provided.
C. Late Delivery or Performance: If Proposer fails to deliver acceptable goods or services within the
timeframes established in the Project Schedule, the City shall be authorized to purchase the goods
or services from another source and assess any increase in costs to the defaulting Proposer, who
agrees to pay such costs within ten days of invoice.
D. Title to Goods and Risk of Loss: For goods to be provided by Proposers hereunder, if any, the title
and risk of loss of the goods shall not pass to City until City actually receives, takes possession,
and accepts the goods and the installation of such goods, has tested the system, and determined that
it is in good and acceptable working order.
2. Miscellaneous
A. Independent Contractor: Proposer agrees that Proposer and Proposer’s employees and agents have
no employer-employee relationship with City. Proposer agrees that if Proposer is selected and
awarded a contract, City shall not be responsible for the Federal Insurance Contribution Act
(FICA) payments, Federal or State unemployment taxes, income tax withholding, Workers
Compensation Insurance payments, or any other insurance payments, nor will City furnish any
medical or retirement benefits or any paid vacation or sick leave.
B. Assignments: The rights and duties awarded the successful Proposer shall not be assigned to
another without the written consent of the Purchasing Manager. Such consent shall not relieve the
assigner of liability in the event of default by the assignee.
City of Southlake - RFP1402B180JL140006 - Page 15 of 19
C. Liens: Proposer shall indemnify and save harmless the City against any and all liens and
encumbrances for all labor, goods, and services which may be provided to the City by Proposer or
Proposer’s vendor(s), and if the City requests, a proper release of all liens or satisfactory evidence
of freedom from liens shall be delivered to the City.
D. Gratuities / Bribes: Proposer certifies that no bribes in the form of entertainment, gifts, or
otherwise, were offered or given by the successful Proposer, or its agent or representative, to any
City officer, employee or elected representative, with respect to this RFP or any contract with the
City, and that if any such bribe is found to have been made this shall be grounds for voiding of the
contract
E. Financial Participation: Proposer certifies that it has not received compensation from the City to
participate in preparing the specifications or RFP on which the Proposal is based and
acknowledges that this contract may be terminated and/or payment withheld if this certification is
inaccurate.
F. Required Licenses: Proposer certifies that he holds all licenses required by the State of Texas for a
provider of the goods and/or services described by the Scope of Services herein.
G. Authority to Submit Proposal and Enter Contract: The person signing on behalf of Proposer
certifies that the signer has authority to submit the Proposal on behalf of the Proposer and to bind
the Proposer to any resulting contract.
H. Compliance with Applicable Law: Proposer agrees that the contract will be subject to, and
Proposer will strictly comply with, all applicable federal, state, and local laws, ordinances, rules,
and regulations.
3. Financial Responsibility Provisions
A. Insurance: The Proposer, consistent with its status as an independent contractor, shall carry, and
shall require any of its subcontractors to carry, at least the following insurance in such form, with
such companies, and in such amounts (unless otherwise specified) as City may require:
i. Worker’s Compensation and Employer’s Liability insurance, including All States
Endorsement, to the extent required by federal law and complying with the laws of the
State of Texas;
ii. Commercial General Liability insurance, including Blanket Contractual Liability, Broad
Form Property Damage, Personal Injury, Completed Operations/Products Liability,
Premises Liability, Medical Payments, Interest of Employees as additional insureds, and
Broad Form General Liability Endorsements, for at least One Million Dollars ($1,000,000)
Combined Single Limit Bodily Injury and Property Damage on an occurrence basis;
iii. Comprehensive Automobile Liability insurance covering all owned, non-owned or hired
automobiles to be used by the Contractor, with coverage for at least One Million Dollars
($1,000,000) Combined Single Limit Bodily Injury and Property Damage.
B. Indemnification: Proposer agrees to defend, indemnify and hold harmless the City, all of its
officers, Council members, agents and employees from and against all claims, actions, suits,
demands, proceedings, costs, damages and liabilities, including reasonable attorneys’ fees,
court costs and related expenses, arising out of, connected with, or resulting from any acts or
omissions of Proposer or any agent, employee, subcontractor, or supplier of Proposer in the
execution or performance of this contract without regard to whether such persons are under
the direction of City agents or employees.
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Appendix C – Form CIQ
City of Southlake - RFP1402B180JL140006 - Page 17 of 19
City of Southlake - RFP1402B180JL140006 - Page 18 of 19
City of Southlake - RFP1402B180JL140006 - Page 19 of 19
Appendix D – No Intent to Submit Form
If your firm has chosen not to submit a bid for this procurement, please complete this form and
submit to:
City of Southlake
Purchasing Division, Department of Finance
1400 Main Street, Suite #440
Southlake, Texas 76092
Please check all items that apply:
City of Southlake
REQUEST FOR PROPOSALS
Proposal Reference Number: RFP1506B180JL150015
Project Title: Advertising Agency for Strategic Media Planning and
Buying Services
Proposal Closing Date: 3:00 P.M.(CST), FRIDAY JULY 10, 2015
City of Southlake - RFP1506B180JL150015 - Page 1 of 19
TABLE OF CONTENTS
Table of Contents ................................................................................................................................ Page 1
Request for Proposals
(1) Introduction .............................................................................................................................. Page 2
(2) Definitions ................................................................................................................................ Page 2
(3) General Information ................................................................................................................. Page 3
(4) RFP Withdrawals and/or Amendments .................................................................................... Page 3
(5) Proposal Submittal Requirements ............................................................................................ Page 3
(6) Proposal Evaluation and Contract Award ................................................................................ Page 4
Appendix A – Scope of Services
(1) Project Title .............................................................................................................................. Page 6
(2) Scope of Services Contact ........................................................................................................ Page 6
(3) Special Conditions .................................................................................................................... Page 6
(4) Proposal Evaluation Factors ..................................................................................................... Page 6
(5) Brand Manufacture Reference .................................................................................................. Page 6
(6) Key Events Schedule ................................................................................................................ Page 6
(7) Scope of Services ..................................................................................................................... Page 6
Appendix B – Proposal
(-) Label Format for Submittal Packet’s Sealed Envelope ........................................................... Page 10
I Required Proposal Information
(1) Proposed Product ................................................................................................................... Page 11
(2) Cost of Proposed Product ....................................................................................................... Page 11
(3) Term of Contract and Option to Extend ................................................................................. Page 11
(4) Proposer’s Experience / Staff ................................................................................................. Page 12
(5) References .............................................................................................................................. Page 13
(6) Trade Secrets and/or Confidential Information ...................................................................... Page 14
(7) Federal, State and/or Local Identification Information ......................................................... Page 14
(8) Emergency Business Services Contact Notice ....................................................................... Page 14
(9) Cooperative Governmental Purchasing Notice ...................................................................... Page 15
II Contract Terms and Conditions
(1) Delivery of Products and/or Services .................................................................................... Page 15
(2) Miscellaneous ........................................................................................................................ Page 15
(3) Financial Responsibility Provisions ...................................................................................... Page 16
Appendix C – Form CIQ ................................................................................................................ Page 17
Appendix D – No Intent to Submit Form ...................................................................................... Page 19
City of Southlake - RFP1506B180JL150015 - Page 2 of 19
Southlake, Texas
Request for Proposals
1. Introduction
A. Project Overview: The City of Southlake is requesting Proposals with the intent of awarding a
contract for the purchase of goods and services contained in Appendix A – Scope of Services.
B. Questions: Following are contacts for questions as identified.
i. RFP Clarifications: All questions related to requirements or processes of this RFP should
be submitted in writing to the Purchasing Manager identified in section 2 below.
ii. Scope of Service Questions: All questions related to the scope of services should be
submitted in writing to the contact person(s) noted in Appendix A – Scope of Services.
iii. Replies: Responses to inquiries which directly affect an interpretation or effect a change to
this RFP will be issued in writing by addendum posted to City website. All such addenda
issued by City prior to the submittal deadline shall be considered part of the RFP. The City
shall not be bound by any reply to an inquiry unless such reply is made by such formal
written addendum.
iv. Acknowledgement of Addenda: The Proposer must acknowledge all addenda by signing
and returning such document(s) or by initialing appropriate area of the Proposal.
C. Notification of Errors or Omissions: Proposers shall promptly notify the City of any omissions,
ambiguity, inconsistency or error that they may discover upon examination of this RFP. The City
shall not be responsible or liable for any errors and/or misrepresentation that result from the
solicitations which are inadvertently incomplete, ambiguous, inconsistent or obviously erroneous.
D. Conflict of Interest Questionnaire (Form CIQ): A person or business, and their agents, who seek to
contract or enter into an agreement with the City, are required by Texas Local Government Code,
Chapter 176, to file a conflict of interest questionnaire (FORM CIQ) which is found in Appendix
C. The form must be filed with the City Secretary no later than seven (7) days after the date the
person or business begins contract discussions or negotiations with the City, or submits an
application, response to a request for proposals or bids, correspondence, or other writing related to
any potential agreement with the City.
2. Definitions
Proposal: The signed and executed submittal of the entirety of Appendix B – Proposal.
Proposer: The Proposer and the Proposer’s designated contact signing the first page of the Proposal.
City of Southlake (“City”): The City of Southlake, Texas.
City Secretary’s Office: The office of the City Secretary of the City, located at 1400 Main Street, Suite
#270, Southlake, Texas 76092. PH: (817) 748-8016; Fax: (817) 748-8270.
Project: The name of this Request for Proposals as identified on the cover sheet and first page of
Appendix A – Scope of Services.
City of Southlake - RFP1506B180JL150015 - Page 3 of 19
Purchasing Manager: The City of Southlake Purchasing Manager is Timothy Slifka CPPO, CPPB,
Phone: (817) 748-8312, E-Mail: tslifka@ci.southlake.tx.us; Fax (817) 748-8048.
Request for Proposals (RFP): The entirety of this document, including all Appendices and Addenda.
Scope of Services: The entirety of Appendix A – Scope of Services.
3. General Information
A. Tax Exempt Status: City purchases are exempt from State Sales Tax and Federal Excise Tax. Do
not include tax in the Proposal. City will furnish Excise Tax Exemption Certificate upon request.
B. Public Inspection of Proposals: The City strictly adheres to the Texas Public Information Act
(Texas Government Code Chapter 552.001, et seq.) and all other governing statutes, regulations,
and laws regarding the disclosure of RFP information. Proposals are not available for public
inspection until after the contract award. If the Proposer has notified the City, in writing, that the
Proposal contains trade secrets or confidential information, the City will generally take reasonable
steps to prevent disclosure of such information, in accordance with the Public Information Act.
This is a statement of general policy only, and in no event shall the City be liable for disclosure of
such information by the City in response to a request, regardless of the City’s failure to take any
such reasonable steps, even if the City is negligent in failing to do so.
4. RFP Withdrawals and/or Amendments
A. RFP Withdrawal: The City reserves the right to withdraw this RFP for any reason.
B. RFP Amendments: The City reserves the right to amend any aspect of this RFP by formal written
Addendum prior to the Proposal submittal deadline and will endeavor to notify all potential
Proposers that have registered with the City, but failure to notify shall impose no obligation or
liability on the City.
5. Proposal Submittal Requirements
A. Submittal Packet – Required Content: All proposals must be submitted electronically. The
Proposer must visit www.securebidusa.com and register. Once registered for this complimentary
service, the Proposer may submit Proposal Documents electronically by selecting the appropriate
Proposal Identification.
B. Submittal Deadline: The deadline for submittal of Proposals shall be as identified on page _10_
(ten) of Appendix B-Proposal. It is the Proposer’s responsibility to have the Proposal Documents
correctly electronically submitted by the submittal deadline. No extensions will be granted and no
late submissions will be accepted.
C. Proposals Received Late: Proposers are encouraged to submit their proposals as soon as possible.
The time and date of receipt as recorded within the SecureBid electronic system shall be the
official time of receipt. The City is not responsible for late submission regardless of the reason.
Late Proposals will not be considered under any circumstances.
D. Alterations or Withdrawals of Proposal Document: Any submitted Proposal may be withdrawn or
a revised proposal substituted prior to the submittal deadline. Proposal Documents cannot be
altered, amended or withdrawn by the Proposer after the submittal deadline, unless such alteration,
amendment or withdrawal notice is approved in writing by the Purchasing Manager.
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E. Proposal Document Format: All Proposal Documents must be prepared in single-space type, on
standard 8-1/2” x 11” vertically oriented pages, numbered at the bottom. The City only accepts
electronic submissions via www.securebidusa.com. Any other format (via telephone, fax, email,
etc.) may be rejected by the City at its discretion.
F. Validity Period: Once the submittal deadline has passed, any Proposal Document shall constitute
an irrevocable bid to provide the commodities and/or services set forth in the Scope of Services at
the price(s) shown in the Proposal Document. Such proposal shall be irrevocable until the earlier of
the expiration of ninety (90) days from the submittal deadline, or until a contract has been awarded
by the City.
6. Proposal Evaluation and Contract Award
A. Proposal Evaluation and Contract Award Process: An award of a contract to provide the goods or
services specified herein will be made using competitive sealed proposals, in accordance with
Chapter 252 of the Texas Local Government Code and with the City’s purchasing policy. The
City will evaluate all proposals to determine which proposers are reasonably qualified for the
award of the contract, applying the anticipated evaluation factors and emphasis to be placed on
each factor as identified in the Scope of Services. The City may, at its option, conduct discussions
with or accept proposal revisions from any reasonably qualified proposer. The City reserves the
right to determine which proposal will be most advantageous to the City.
B. Completeness: If the Proposal is incomplete or otherwise fails to conform to the requirements of
the RFP, City alone will determine whether the variance is so significant as to render the Proposal
non-responsive, or whether the variance may be cured by the Proposer or waived by the City, such
that the Proposal may be considered for award.
C. Ambiguity: Any ambiguity in the Proposal as a result of omission, error, lack of clarity or non-
compliance by the Proposer with specifications, instructions and all conditions shall be construed
in the favor of the City. In the event of a conflict between these standard RFP requirements and
details provided in Appendix A – Scope of Services or Appendix B – Proposal, the Appendices
shall prevail.
D. Unit Prices and Extensions: If unit prices and their extensions do not coincide, the City may
accept the price most beneficial to the City, and the Proposer will be bound thereby.
E. Additional Information: City may request any other information necessary to determine Proposer’s
ability to meet the minimum standards required by this RFP.
F. Partial Contract Award: City reserves the right to award one contract for some or all the
requirements proposed or award multiple contracts for various portions of the requirements to
different Proposers based on the unit prices proposed in response to this request, or to reject any
and all Proposals and re-solicit for Proposals, as deemed to be in the best interest of City.
G. Terminate for Cause: The occurrence of any one or more of the following events will justify
termination of the contract by the City of Southlake for cause:
i) The successful proposer fails to perform in accordance with the provisions of these
specifications; or
ii) The successful proposer violates any of the provisions of these specifications; or
iii) The successful proposer disregards laws or regulations of any public body having
jurisdiction; or
City of Southlake - RFP1506B180JL150015 - Page 5 of 19
iv) The successful proposer transfers, assigns, or conveys any or all of its obligations or duties
under the contract to another without written consent of the City.
v) If one or more of the events identified in Subparagraphs G i) through iv) occurs, the City
of Southlake may, terminate the contract by giving the successful proposer seven (7) days
written notice. In such case, the successful proposer shall only be entitled to receive
payment for goods and services provided before the effective date of termination. The
successful proposer shall not receive any payment on account of loss of anticipated profits
or revenue or other economic loss resulting from such termination.
vi) When the contract has been so terminated by the City of Southlake, such termination shall
not affect any rights or remedies of the City then existing or which may thereafter accrue.
H. Terminate for Convenience: This contract may be cancelled or terminated at any time by giving
vendor thirty (30) days written notice. Vendor may be entitled to payment for services actually
performed; to the extent said services are satisfactory.
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Appendix A – Scope of Services
1. Project Title: Advertising Agency for Strategic Media Planning and Buying Services
2. Scope of Services Contact
Questions about the technical nature of the Scope of Services, etc. may be directed to TIM SLIFKA,
Phone. 817.748.8312, e-mail: tslifka@ci.southlake.tx.us.
3. Special Conditions
The following special conditions shall prevail over areas of conflict in previous pages:
NONE
4. Proposal Evaluation Factors
Emphasis Factor
30% Vendor Experience and Company Background
30% Vendor Experience in Tourism Advertising Industry
15% Vendor’s Familiarity of Southlake Tourism Brand
25% Overall Vendor Charges Includes Hourly Fee and Commission Rate
5. Brand Manufacture Reference
The City has determined that any manufacturer’s brand defined in the Scope of Services meets the
City’s product and support need. The manufacturer’s reference is not intended to be restrictive, and is
only descriptive of the type and quality the City desires to purchase. Quotes for similar manufactured
products of like quality will be considered if the Proposal is fully noted with the manufacturer’s brand
name and model. The City reserves the right to determine products and support of equal value, and
whether other brands or models meet the City’s product and support needs.
6. Key Events Schedule
Proposal Release Date June 11, 2015
Deadline for Submittal of Written Questions June 19, 2015
Sealed Proposals Due to and Opened by City Shown on First Page of this RFP
Anticipated Committee Evaluation Review Date July 2015
A n t i c i p a t e d A w a r d D a t e J u l y 2 0 1 5
7. Scope of Services
Purpose
The purpose and intent of this request for proposal is to enter into an annual contract with a qualified
full service advertising agency that can furnish counsel, carry-out placement of a web advertising
campaign to support the tourism mission of the City of Southlake. Services will include, but are not
limited to, developing an advertising strategy primarily for, but not limited to, internet advertising.
Typical project services will include consultation, research, strategy, placement, conversion studies and
project management. The City reserves the right of final approval of any media placement. The City
anticipates spending up to $50,000 per fiscal year for advertising services.
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As the primary advertising resource for the City of Southlake’s Tourism efforts, the targeted
responsibilities of the Economic Development & Tourism Department and its advertising efforts are
categorized according to the following:
General Consumers primarily from Texas, Oklahoma, Arkansas and Louisiana
Meeting professionals – association, corporate, government and SMERF (Social,
Military, Educational, Religious and Fraternal) markets
Sports groups, amateur athletic organizations
Travel trade, including tour operators, wholesalers, travel agents, etc.
Consumer, trade, lifestyle and sports media
Local media and consumer awareness
City of Southlake/resident awareness
Services Required:
The agency will need to thoroughly understand the travel and tourism industry and all channels of
media in order to develop a comprehensive media plan for the leisure, convention and sports markets
to generate interest in the destination, ultimately resulting in more hotel bookings. The development of
consumer promotions and experience in interactive, social and mobile applications is critical.
The agency will also need to be familiar with and understand the City’s new brand strategy and
collaborate with the existing creative agency regarding strategy and execution of branding assets. All
items included in the proposal should be listed separately and fee structures should not be dependent
on any other criteria not specifically mentioned in the proposal. Desired services may include:
Phase 1
Marketing / Advertising Evaluation and Planning: Evaluate and develop recommendations for a Plan
that supports the strategies set forth by Visit Southlake. Execution includes strategic direction and
planning recommendations
Strategic, research-based integrated targeted marketing, media planning and media
buying (online and offline) recommendations for leisure, convention and sports
markets
Evaluate new media opportunities as needed
Digital marketing and media recommendations including interactive, mobile and
social
Determine efficient and effective media mix, recommending appropriate media
channels to adhere to campaign goals
Create a performance based, evolving mixed media annual plan
Phase 2
Media Buy: Buy (implement) the media* plan presented in the Advertising Plan and approved by Visit
Southlake. Execution includes placement, optimization, and auditing.
Negotiations across all media channels with a strong focus on negotiating strategic
added value
Development of consumer promotions to drive visitors and hotel bookings
Development of social media strategies to drive website visitors and incremental
visitation
Digital marketing and media services including interactive, mobile and social
Monthly digital reporting, analysis and optimization recommendations
Monthly budget reviews, media verification and invoicing
Regular post-buy reporting and analysis
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Implementation of ROI programs with proven results. Examples of measurement
include
Increased visitors to Visit Southlake website
Increase in total overnight visitation at Southlake hotel(s)
Increase in ad awareness
Increase in Intent to Visit
Increase in incremental trips, visitor spending and overall ROI as reported by
independent advertising effectiveness study
Identify specific measurables or success indicators in order to evaluate the progress of
the destination marketing organization in categories such as tourism activity, referral
generation, sales tax generation, and the Southlake citizens’ return on investment
Other related marketing /advertising related activities as requested
Note: We recently launched a new website that incorporates the new Tourism branding and though we
are open to suggestions, will not be soliciting services that include any major changes to the site at this
time.
* The City of Southlake reserves the right to directly purchase various components of the plan if so
desired.
Vendor Detail
Required Submittals: All Respondents shall submit all required information at the time of
submission of responses.
A. Letter of Transmittal: This letter will summarize in a brief and concise manner the
Respondent’s understanding of the scope of work and make a positive commitment to perform
the work in a timely manner. The letter should name all of the persons authorized to make
representations for Respondent, including the titles, addresses, and telephone numbers of such
persons and list the location of the office from which the work is to be done. An authorized
agent of Respondent must sign the Letter of Transmittal indicating the agent’s title or
authority. The letter should not exceed two (2) pages in length.
B. Please provide the history of the firm, its corporate structure and years in business. In addition,
please report on the technical, educational, and training accomplishments of dedicated firm
team members including related job skills, education, training and experience of assigned
professional staff or subcontractors associated with similar activities.
C. Please give a brief and concise statement of your advertising philosophy.
D. Provide a description of the firm’s current techniques and use of available technology.
E. Do you consider yourself a full service advertising/ marketing agency or will components be
contracted out? Please provide detail.
F. Provide advertising placement samples the following mediums if available: internet
advertising or pertinent placement. This information should include stated objectives, target
audience, and strategy for the placement.
G. Do you currently represent a Destination Marketing Organization, Tourist Development
Council, Chamber of Commerce or other tourism related organization within the State? If yes,
please name the entity (entities) and describe how you would handle that account along with
the City’s.
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H. Do you currently represent a company involved in the travel and tourism industry located
within DFW or Tarrant County, Texas which may pose a conflict of interest? (i.e. hotel, motel,
resort, condominium, restaurant, attraction, car rental.) If yes, please name the
company/companies.
I. Please outline the tourism-related experience of your agency and/or current staff members who
would work on this account (include experience outside your agency and outside the field).
J. What experience have you had in internet marketing and placement on Internet travel sites?
K. Provide examples on how you have measured placement and performances and adapted
advertising strategies as a result.
L. What is your familiarity with Southlake and its brand?
M. Additional information: Any additional information that Respondent considers pertinent for
consideration should be included in a separate section of the response.
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Appendix B – Proposal
Submittal Checklist: (To determine validity of proposal)
_____Appendix A Vendor Detail Information
______Appendix B (pages _9_ through _17_) must be included in the proposal submittal
______Appendix C Conflict of Interest Form (page _17_) must be included in the proposal submittal.
All proposals submitted to the City of Southlake shall include this page with the submitted Proposal.
RFP Number:
RFP1506B180JL150015
Project Title: Advertising Agency for Strategic Media Planning and
Buying Services
Submittal
Deadline:
3:00 P.M. (CST), JULY 10, 2015
Submit electronically* to: www.securebidusa.com
* Requires email account login and password.
Proposer Information:
Proposer’s Legal Name:
Address:
City, State & Zip
Federal Employers
Identification Number #
Phone Number:
Fax Number:
E-Mail Address:
Proposer Authorization
I, the undersigned, have the authority to execute this Proposal in its entirety as submitted and enter into a contract
on behalf of the Proposer.
Printed Name and Position of Authorized Representative: ________________________________________
Signature of Authorized Representative: ____________________________________________
Signed this __________(day) of _________________________(month),________(year)
I learned of this Request for Proposals by the following means:
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Appendix B – Proposal (continued)
I. REQUIRED PROPOSAL INFORMATION. IN ORDER FOR A PROPOSAL TO BE
CONSIDERED COMPLETE, AND TO BE EVALUATED FOR A CONTRACT AWARD BY THE
CITY, PROPOSER MUST SUBMIT ALL OF THE FOLLOWING INFORMATION:
1. Proposed Products and/or Services
A. Product or Service Description: Proposers should utilize this section to describe the technical
aspects, capabilities, features and options of the product and/or service proposed in accordance
with the required Scope of Services as identified in Appendix A. Promotional literature,
brochures, or other technical information may be used.
B. Additional Hardware Descriptions: Proposers should also include in this section a detailed
description of what additional hardware and/or software, if any, would be required by the City in
order to fully utilize the goods and/or services proposed.
C. Guarantees and Warranties: Each Proposer shall submit a complete copy of any warranties or
guarantees provided by the manufacturer or Proposer with the Proposal submitted.
D. Project Schedule/Delivery Date: Proposer must provide a project schedule noting all projected
completion dates for segments of the Project, from start-up to completion, and all delivery dates for
goods covered by the RFP. The Proposal must show the number of days required to deliver and
install the product or equipment after the receipt of the City’s Purchase Order.
2. Cost of Proposed Products and/or Services
A. Pricing: Pricing shall reflect the full Scope of Services defined herein, inclusive of all associated
cost for delivery, labor, insurance, taxes, overhead, and profit.
B. Schedule of Pricing: Proposer shall quote unit pricing in accordance with the itemized listing of
products or contract segments stated in the Scope of Services and using the following format:
Item # Quantity Description of Products/Services Extended Price
1. Per Hr. Agency Hourly Rate $______Per Hr.
2. Estimated Hours Required for Phase 1 ________Hours
3. Percentage Commission Fee (If applicable) ___________%
4. As Requested
Other Vendor Fees. Please Describe:_________
_______________________________________
_______________________________________
_______________________________________
_______________________________________
$____________
$____________
$____________
$____________
3. Term of Contract and Option to Extend
Any contract resulting from this RFP shall be effective for twelve months from date of award. The
City anticipates that contract shall be renewed pursuant to the availability of funds and at the discretion
of the City. The following clauses shall be included in the contract:
A. Option Clause: It is agreed that City will have the option to extend the contract for up to four (4)
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additional years, in one-year intervals. To exercise this option, the City shall serve notice 30 days
prior to contract termination or to the end of any one-year extension. The Option to Extend will not
be considered if funding is unavailable or if the contractor’s past performance is not within the
industry standard.
B. Escalation Clause: Should market conditions prevail which dictate an increase, the successful
contractor may submit documentation requesting permission to increase pricing no later than 30
days after receiving notice from the City of its intent to extend the agreement. Escalation may only
occur at the time of renewal and only upon securing the approval of the City in writing. Requests
for price adjustments must be solely for the purpose of accommodating an increase in the
contractor’s cost, not profits.
Vendors shall show in this quote their anticipated percent of escalation if/when the option to
extend is exercised. The percent quoted will be a maximum. In addition, the percentage proposed
will be a factor in determining the best value to the City. It is the average price over the period of
the contract that will be the price factor considered in the evaluation of this quote. Quotes in which
negative or no escalation is shown will be considered as 0% escalation.
C. Price Increases Upon Extension: If approved by the City, the Contractor shall modify the rates
charged by the Contractor to reflect any changes shown in the comparative statement delivered to
the City. The maximum increase allowed under this provision shall be four percent (4%) per year.
The City shall have authority, in its reasonable discretion, to determine the validity of any change
in Contractor’s rates. City cannot exercise the Option to Extend with any price increases unless the
Vendor completes the section of the Quote requesting anticipated percentage of annual escalation.
FIRST ADDITIONAL YEAR (FY 2015-2016) ESCALATION…………………... _____%
SECOND ADDITIONAL YEAR (FY 2016-2017) ESCALATION…..…............... _____%
THIRD ADDITIONAL YEAR (FY 2017-2018) ESCALATION …………………. _____%
FOURTH ADDITIONAL YEAR (FY 2018-2019) ESCALATION………………. _____%
4. Proposer’s Experience / Staff
A. Project Team: Identify all members of the Proposer’s team (including both team members and
management) who will be providing any services proposed and include information which details
their experience.
B. Removal or Replacement of Staff: If an assigned staff person must be removed or replaced for any
reason, the replacement person must be approved by City prior to joining the project.
C. Business Establishment: State the number of years the Proposer’s business has been established
and operating. If Proposer’s business has changed names or if the principals operating the business
operate any similar businesses under different names, or have operated any other businesses or
changed the legal status or form of the business within the last five (5) years, all names, of
predecessor business names, affiliated entities, and previous business entities operated by the
principals, if different than present, must be provided;
State the number of years’ experience the business has: _______; and the number of employees:
_________.
D. Project Related Experience: All Proposals must include detailed information that details the
Proposer’s experience and expertise in providing the requested services that demonstrates the
Proposer’s ability to logically plan and complete the requested project.
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5. References
Proposer shall provide four (4) references where Proposer has performed similar to or the same types
of services as described herein.
Reference #1:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
Reference #2:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
Reference #3:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
Reference #4:
Client / Company Name:
Contact Name:
Contact Title:
Phone:
Email:
Date and Scope of Work Provided:
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6. Trade Secrets and/or Confidential Information
Trade Secrets and/or Confidential Information: This proposal ___ (does) ___ (does not) contain trade
secrets and/or confidential information. If applicable, describe such trade secrets and confidential
information, and the basis for your assertion that such material qualifies for legal protection from
disclosure.
7. Federal, State and/or Local Identification Information
A. Centralized Master Bidders List registration number: ______________________________.
B. Prime contractor HUB / MWBE registration number: ______________________________.
C. An individual Proposer acting as a sole proprietor must also enter the Proposer’s Social Security
Number: #_______-_______-_______.
8. Emergency Business Services Contact Notice
During a natural disaster, or homeland security event, there may be a need for the City of Southlake to
access your business for products or services after normal business hours and/or holidays. The City
may request City employee pick up or vendor delivery of product or services.
For this purpose, a primary and secondary emergency contact name and phone number are required. It
is critical the vendor’s emergency contact information remains current. City shall be contacted by E-
mail with any change to a contact name or phone number of these emergency contacts. Updates may be
emailed to vendors@ci.southlake.tx.us.
All products or services requested during an emergency event are to be supplied as per the established
contract prices, terms and conditions. The vendor shall provide the fee (pricing) for an after-hours
emergency opening of the business, if any. In general, orders will be placed using a City of Southlake
procurement card (Master Card) or City issued Purchase Order. The billing is to include the
emergency opening fee, if applicable.
The contractor shall provide the names, phone numbers and fee (pricing), if any, for an after-hours
emergency opening of the business listed below.
Business Name: _____________________________________________________________________
Contract #: _________________________________________________________________________
Description: ________________________________________________________________________
Primary Contact (Name):______________________________________________________________
Primary Contact Phone Numbers: Home: ___________________ Cell: ___________________
Secondary Contact (Name):____________________________________________________________
Secondary Contact Phone Numbers: Home: ________________ ___ Cell: ___________________
After Hours emergency opening fee, if applicable: $_________________________________________
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9. Cooperative Governmental Purchasing Notice
Other governmental entities maintaining interlocal agreements with the City, may desire, but are not
obligated, to purchase goods and services defined in this RFB from the successful Bidder. All
purchases by governmental entities, other than the City, will be billed directly to and paid by that
governmental entity. The City will not be responsible for another governmental entity’s debts. Each
governmental entity will place their own orders with the successful Bidder and be responsible for
ensuring full compliance with the RFB specifications. Prior to other governmental entities placing
orders, the City will notify the successful Bidder of their intent.
Please indicate below if you will permit other governmental entities to purchase from your agreement
with the City.
[ ] Yes, Others can purchase [ ] No, Only the City can purchase
II. CONTRACT TERMS AND CONDITIONS. EXCEPT WHERE PROPOSER MAKES SPECIFIC
EXCEPTION IN THE SUBMITTED PROPOSAL, ANY CONTRACT RESULTING FROM THIS
RFP WILL CONTAIN THE FOLLOWING TERMS AND CONDITIONS, WHICH PROPOSER
HEREBY ACKNOWLEDGES, AND TO WHICH PROPOSER AGREES BY SUBMITTING A
PROPOSAL:
1. Delivery of Products and/or Services
A. Payment Terms: Unless otherwise specified in the Scope of Services or otherwise agreed to in
writing by the City, payment terms for the City are Net 30 days upon receipt of invoice.
B. Warranty of Products and Services: All products furnished under this contract shall be warranted to
be merchantable and good quality and fit for the purposes intended as described in this Proposal, to
the satisfaction of City and in accordance with the specifications, terms, and conditions of the
Scope of Services, and all services performed shall be warranted to be of a good and workmanlike
quality, in addition to, and not in lieu of, any other express written warranties provided.
C. Late Delivery or Performance: If Proposer fails to deliver acceptable goods or services within the
timeframes established in the Project Schedule, the City shall be authorized to purchase the goods
or services from another source and assess any increase in costs to the defaulting Proposer, who
agrees to pay such costs within ten days of invoice.
D. Title to Goods and Risk of Loss: For goods to be provided by Proposers hereunder, if any, the title
and risk of loss of the goods shall not pass to City until City actually receives, takes possession,
and accepts the goods and the installation of such goods, has tested the system, and determined that
it is in good and acceptable working order.
2. Miscellaneous
A. Independent Contractor: Proposer agrees that Proposer and Proposer’s employees and agents have
no employer-employee relationship with City. Proposer agrees that if Proposer is selected and
awarded a contract, City shall not be responsible for the Federal Insurance Contribution Act
(FICA) payments, Federal or State unemployment taxes, income tax withholding, Workers
Compensation Insurance payments, or any other insurance payments, nor will City furnish any
medical or retirement benefits or any paid vacation or sick leave.
B. Assignments: The rights and duties awarded the successful Proposer shall not be assigned to
another without the written consent of the Purchasing Manager. Such consent shall not relieve the
assigner of liability in the event of default by the assignee.
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C. Liens: Proposer shall indemnify and save harmless the City against any and all liens and
encumbrances for all labor, goods, and services which may be provided to the City by Proposer or
Proposer’s vendor(s), and if the City requests, a proper release of all liens or satisfactory evidence
of freedom from liens shall be delivered to the City.
D. Gratuities / Bribes: Proposer certifies that no bribes in the form of entertainment, gifts, or
otherwise, were offered or given by the successful Proposer, or its agent or representative, to any
City officer, employee or elected representative, with respect to this RFP or any contract with the
City, and that if any such bribe is found to have been made this shall be grounds for voiding of the
contract
E. Financial Participation: Proposer certifies that it has not received compensation from the City to
participate in preparing the specifications or RFP on which the Proposal is based and
acknowledges that this contract may be terminated and/or payment withheld if this certification is
inaccurate.
F. Required Licenses: Proposer certifies that he holds all licenses required by the State of Texas for a
provider of the goods and/or services described by the Scope of Services herein.
G. Authority to Submit Proposal and Enter Contract: The person signing on behalf of Proposer
certifies that the signer has authority to submit the Proposal on behalf of the Proposer and to bind
the Proposer to any resulting contract.
H. Compliance with Applicable Law: Proposer agrees that the contract will be subject to, and
Proposer will strictly comply with, all applicable federal, state, and local laws, ordinances, rules,
and regulations.
3. Financial Responsibility Provisions
A. Insurance: The Proposer, consistent with its status as an independent contractor, shall carry, and
shall require any of its subcontractors to carry, at least the following insurance in such form, with
such companies, and in such amounts (unless otherwise specified) as City may require:
i. Worker’s Compensation and Employer’s Liability insurance, including All States
Endorsement, to the extent required by federal law and complying with the laws of the
State of Texas;
ii. Commercial General Liability insurance, including Blanket Contractual Liability, Broad
Form Property Damage, Personal Injury, Completed Operations/Products Liability,
Premises Liability, Medical Payments, Interest of Employees as additional insureds, and
Broad Form General Liability Endorsements, for at least One Million Dollars ($1,000,000)
Combined Single Limit Bodily Injury and Property Damage on an occurrence basis;
iii. Comprehensive Automobile Liability insurance covering all owned, non-owned or hired
automobiles to be used by the Contractor, with coverage for at least One Million Dollars
($1,000,000) Combined Single Limit Bodily Injury and Property Damage.
B. Indemnification: Proposer agrees to defend, indemnify and hold harmless the City, all of its
officers, Council members, agents and employees from and against all claims, actions, suits,
demands, proceedings, costs, damages and liabilities, including reasonable attorneys’ fees,
court costs and related expenses, arising out of, connected with, or resulting from any acts or
omissions of Proposer or any agent, employee, subcontractor, or supplier of Proposer in the
execution or performance of this contract without regard to whether such persons are under
the direction of City agents or employees.
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Appendix C – Form CIQ
INFORMATION REGARDING VENDOR CONFLICT OF INTEREST QUESTIONNAIRE
WHO: The following persons must file a Conflict of Interest Questionnaire with the City if the person has an
employment or business relationship with an officer of the City that results in taxable income exceeding $2,500
during the preceding twelve – month period, or an officer or a member of the officer’s family has accepted gifts
with an aggregate value of more than $250 during the previous twelve – month period and the person engages
in any of the following actions:
1. contracts or seeks to contract for the sale or purchase of property, goods or services with the City,
including any of the following:
a. written and implied contracts, utility purchases, purchase orders, credit card purchases and any
purchase of goods and services by the City;
b. contracts for the purchase or sale of real property, personal property including an auction of
property;
c. tax abatement and economic development agreements;
2. submits a bid to sell goods or services, or responds to a request for proposal for services;
3. enters into negotiations with the City for a contract; or
4. applies for a tax abatement and/or economic development incentive that will result in a contract with
the City
THE FOLLOWING ARE CONSIDERED OFFICERS OF THE CITY:
1. Mayor and City Council Members;
2. City Manager;
3. Board and Commission members and appointed members by the Mayor and City Council;
4. Directors of 4A and 4B development corporations;
5. The executive directors or managers of 4A and 4B development corporations; and
6. Directors of the City of Southlake who have authority to sign contracts on behalf of the City.
EXCLUSIONS: A questionnaire statement need not be filed if the money paid to a local government official was
a political contribution, a gift to a member of the officer’s family from a family member; a contract or purchase of
less than $2,500 or a transaction at a price and subject to terms available to the public; a payment for food, lodging,
transportation or entertainment; or a transaction subject to rate or fee regulation by a governmental entity or
agency.
WHAT: A person or business that contracts with the City or who seeks to contract with the City must file a
“Conflict of Interest Questionnaire” (FORM CIQ) which is available online at www.ethics.state.tx.us and a copy of
which is attached to this guideline. The form contains mandatory disclosures regarding “employment or business
relationships” with a municipal officer. Officials may be asked to clarify or interpret various portions of the
questionnaire.
WHEN: The person or business must file:
1. the questionnaire – no later than seven days after the date the person or business begins contract discussions
or negotiations with the municipality, or submits an application, responds to a request for proposals or
bids, correspondence, or other writing related to a potential contract or agreement with the City; and
2. an updated questionnaire – within seven days after the date of an event that would make a filed
questionnaire incomplete or inaccurate.
It does not matter if the submittal of a bid or proposal results in a contract. The statute requires a vendor to file
a FORM CIQ at the time a proposal is submitted or negotiations commence.
WHERE: The vendor or potential vendor must mail or deliver a completed questionnaire to the Finance
Department. The Finance Department is required by law to post the statements on the City’s
website.
ENFORCEMENT: Failure to file a questionnaire is a Class C misdemeanor punishable by a fine not to exceed
$500. It is an exception to prosecution that the person files a FORM CIQ not later than seven business
days after the person received notice of a violation.
NOTE: The City does not have a duty to ensure that a person files a Conflict of Interest Questionnaire.
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Appendix D – No Intent to Submit Form
If your firm has chosen not to submit a proposal for this procurement, please complete this form and
submit to:
City of Southlake
Purchasing Division, Department of Finance
1400 Main Street, Suite 440
Southlake, Texas 76092
Please check all items that apply: