Item 5JCity of Southlake, Texas
MEMORANDUM
August 7, 2006
TO: Shana Yelverton, City Manager
FROM: Greg Last, Director of Economic Development
SUBJECT. Consider the rejection of all proposals submitted for RFP.06.05A.151.GL.600121
related to the Branding Initiative project
Action Requested: Consider the rejection of all proposals submitted for
RFP.06.05A.151.GL.600121 related to the Branding Initiative project
Background
Information: Initially the City contemplated the development of an updated City logo to
coincide with the City's 50 Anniversary. A recommendation from a
Leadership Southlake Team lead to the expansion of this effort to include a
"Branding Initiative" for the entire City. Based on their recommendation and
additional research a Request for Proposals (RFP) was developed to include a
comprehensive RFP for branding the City. About the same time it was decided
to further ensure that the Urban Design Study project coordinate closely with
the Branding Initiative so modifications were made to the RFP to
accommodate an emphasis on this coordination.
This RFP was then distributed to approximately sixteen (16) branding
consultants and they were given three (3) weeks to prepare their proposals.
Three (3) proposals were received by the deadline of July 28, 2006. These
proposals ranged in cost from $58,000 to $300,000. One proposal was easily
deemed non - responsive to the required submittals in the RFP. The remaining
two proposals were evaluated against the requirements of the RFP and are
inconsistent or lacking on a variety of topics.
After considerable discussion among staff, we believe that rejecting all
proposals would be in the best interest of the City. Upon concurrence by City
Council, our intent would be to:
• More narrowly define the desired branding scope of services to
emphasize the creative components and de- emphasize implementation
and regulation.
• Re -issue the RFP along with the Web Site RFP such that proposer's
might bid on both components, thereby ensuring compatibility and
integration of branding throughout the web site.
• Include in the RFP a new scope of services segment for a Marketing
Consultant to guide the marketing & promotion programs associated
with the anticipated Hotel Occupancy Tax budget.
• These components would be set up to bid collectively or separately.
Shana Yelverton
Branding
Page 2
Financial
Considerations: The FY 05 -06 budget was adopted with $6,000 for City logo development.
The budget was amended mid -year to provide for a total of $60,000 for the
Branding Initiative. As currently planned, it is more than likely that this
project will not be completed in FY 05 -06.
The City Manager's Office will be bringing forth a proposal to include this
project and the RFP for Redesign and Deployment of the Web Site into a
single budget amount under the Strategic Initiative Fund.
Financial Impact:
Citizen Input/
Board Review: There have been public City Council meetings where this topic has been
discussed.
Legal Review: The City Attorney's office has been heavily involved in the evaluation of the
RFP submittals.
Alternatives: Select a vendor from current proposals.
Supporting
Documents: None
Staff
Recommendation: Rejection of all proposals submitted for RFP. 06.05A.151. GL. 600121 related to
the Branding Initiative project