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HomeMy WebLinkAboutHelllman-Creative and Public Relations Service Agreement-03.26.2007 r a,"404e/Q 3- 04 67 o0 7" 1) CREATIVE AND PUBLIC RELATIONS SERVICES AGREEMENT Scope This agreement is made between the City of Waterloo, Iowa, the "City", and the firm of Hellman, of Waterloo, Iowa, the "Agency", for services concerning the Traffic Education and Safety Awareness Campaign (TESAC) Project as outlined and described in the attached document titled "City of Waterloo: Traffic Safety Campaign Public Relations Strategy 2007" referred to herein after as Exhibit A which is made part of this agreement. Agency's Commitment • Agency agrees to perform all the services outlined and described in the Exhibit A. • Agency intends to render its services under this agreement in accordance with the generally accepted professional practices for the intended use of the project. • Agency has received a copy of the Iowa Department of Transportation Traffic Safety Funds Agreement between the City and the Iowa DOT regarding this project, and is familiar with requirements of the said agreement. • Agency will hold one meeting before the start of the project and at least one every six months with the City. Others such as representatives of the Iowa DOT may attend the meetings. • Agency will track and provide the City with the list of resources and contacts made when asked. City's Commitment • City agrees to compensate the Agency for the services rendered under this agreement on the basis of the Budget Allocations mentioned in Exhibit A. Payment • Progress payments will be made in proportion to services as rendered and as indicated within this agreement, following the Agency's submittal of a payment request statement. Agency can submit one statement per month. General • Neither party shall hold the other responsible for damages or delay in performance caused by acts of God, strikes, walkouts, accidents, or other events beyond the control of the other or the other's employees and agents. • The Agency's work may be subject to the Iowa DOT's review and comments. • The services and the costs described in Exhibit A cover the period from the date this agreement is signed by City's Mayor to the end of 2007 calendar year. City: Date n i4cGh 21,,, 2 00 7 Title: fed na Id chrOt put7ror Ra Tee,, Agency: --=�- _ 44/ ,Gr444—r`vva- Date ,-,'/ /,� ,2.4.0 Titl : - b � Ask f: City of Waterloo: Traffic Safety Campaign Public Relations Strategy 2007 Situation Analysis/Overview: In 2007, the City of Waterloo Traffic Safety Department and Hellman, its marketing and public relations partner, align to create a development and public awareness campaign to promote safer roadways and careful driving habits. Beginning immediately, the City of Waterloo will begin a methodic approach to reach citizens of Waterloo and its target audiences, in order to improve driving habits of Waterloo drivers. A solid foundation for a change in the culture of driving will take several years to develop. The initial campaign will be funded through an Iowa DOT grant. The traffic safety campaign includes two components: public awareness and development. The Public Awareness Campaign will not only act as an educational campaign for traffic safety, but also a driving tool for the development campaign to solicit funds and in-kind support for future public awareness campaigns. The Development Campaign will speak to Waterloo's governmental agencies, school district and businesses to create funds and in-kind contributions for use in a safety education campaign that will run year round for a number of years. The goal of this campaign is to secure financial partners. During the first year, 2007, the public awareness and development campaign will run concurrently. In subsequent years, the public awareness campaign will run on a schedule throughout the year with the development campaign utilized on an ^ as-needed basis. r A very aggressive, high-exposure public relations campaign will be outlined in the tactics and recommendations below to implement the traffic safety campaign for the City of Waterloo. This public relations strategy is designed to carry the City of Waterloo through the calendar year of 2007. Upon review, action items within the strategy will need to be revisited and revised as time progresses and unforeseen events occur. h 0.a Target Audiences: oft Primary: All drivers in Waterloo ^ Secondary: Mayor's office, Law enforcement agencies & other governing bodies " Children (pre-drivers through high school) in the Waterloo School District School administrators & parents •� Insurance companies, driver's education companies, drinking establishments, car dealerships, hospitals Other Cedar Valley businesses Residents of Waterloo & the Cedar Valley Goal: The goal of the Traffic Safety Campaign PR Strategy is to help authorities improve driving habits of Waterloo drivers. Through consistent messaging, the strategy will execute tactics to create more uniformity across all drivers, working toward creating safer roads and reducing traffic fatalities in the Waterloo area. _2 r. Public Awareness Campaign Overview: The public awareness campaign will spread over the course of 12 months. Planned submissions will time accordingly with other state agency messages (i.e., Governor's Traffic Safety Bureau, Iowa State Patrol, Iowa DOT). Hellman believes in recent years there has been an increase in message fatigue in the marketplace regarding traffic safety and alcohol-related messaging. We feel most drivers know driving intoxicated is against the law and those drivers choose to ignore "drunk driving" messaging; rendering it ineffective. These drivers are complacent and have an "it's not going to happen to me" attitude. It's clear the City of VVaterloo must cut through the clutter with its message to drivers. We'll create the creative framework to arm the City of Waterloo with a high- - exposure public awareness campaign. Also, we recommend the Traffic Safety Department implement a system to track statistics to use as benchmarks in the following years. Pik is' r 5k 5k Aft PIN A. 1014 5k 5k -3 - +'1 Recommended Public Awareness Tactics: Recommendation #1: Establish foundation for public awareness campaign Hellman will establish a positioning statement, key messages and creative concepts for the public awareness campaign. This recommendation is critical in developing the foundation of the remaining PR tactics. Our initial strategizing leans toward messaging targeted at the intersections in Waterloo that have been chosen as candidates for redevelopment. Because other agencies have plans in place for messages about drunk driving and seatbelt usage, we feel our message should be more localized to the community. We want to draw attention to the intersections in Waterloo that are typical of the most accidents. By exposing roadways in neighborhoods and sections of the community where the potential for unsafe driving is higher, we feel we can create a message that hasn't .., been heard before. � r. 6‘ � r. 1n Ir 17,0% AIN otll -4- Recommendation #2: Establish News Calendar with News Materials A well-executed public relations strategy uses an effective news calendar as a means to reach the masses. The local media will be capitalized on, at every tactical opportunity, as a way to bring our public awareness campaign to drivers in Waterloo. The news calendar will be built around the calendar year with monthly releases planned in advance. In 2007, the news calendar will be started as soon as possible. Topics included in the calendar: • Flexible "news of the day" submissions that focus on timely topics at hand • Planned releases on unsafe intersections, shocking statistics, prevention programs, spokesperson/official views, development efforts, etc. A general, working media kit will be established to distribute annually to local, and state media outlets about the traffic safety campaign. The media kit will include the following materials: suik • Shell • Kit introduction letter to explain the purpose of the enclosed news materials • Biographies for media referencing • Any applicable news releases, including improvement updates, etc. • Fact sheets about the traffic safety campaign & statistics • Visual materials highlighting intersections • Backgrounders to explain the mission and goals of the campaign A function of the news calendar will include an annual luncheon to capitalize on positioning the public awareness campaign as a must-partner event in the ^ community. The luncheon will be scheduled in Spring 2007, after materials are produced. Luncheon guests include: • Select media representatives • Members of the insurance, health care, driver's education companies, automotive, tavern industries, etc. (target audience) -5 - ^ Recommendation #3: Establish school-based prevention strategy Hellman recommends developing a school-based prevention program to begin at the pedestrian and pre-driver stage and carry through high school students in the Waterloo school district. This program will send a spokesperson into the classroom to talk about the importance of traffic safety, as outlined in the campaign's key messages. For school-aged drivers, a program will be implemented to have students "sign a contract" to be cognizant drivers. This program will involve the student, administration, parents and even potential local sponsors. Athletic coaches could require their athletes to sign the contract in order to be eligible for sports. Incentives will be built into the program to make safe driving more appealing to youth. The incentives for signing a safe driving contract or other program could include: ■ Insurance company partners offering a discount to students signing the contract — • Off-campus lunch pass once a year • Movie passes or restaurant coupons from participating sponsors r, • Free "teen" night with free soft drinks and snacks at a local establishment OIN oink -6- Recommendation #4: Establish Spokespersons and a Flexible Speaking Engagement Calendar The traffic safety campaign will reach out to local governing agencies, community leaders and civic organizations through a workable speaking engagement calendar. By building support with influential individuals in the area, the City of Waterloo will create favorable top-of-mind-awareness for the traffic safety campaign and better position itself for development efforts. Due to the aggressive nature of the proposed Public Relations Strategy, we recommend two components to the outlined speaking engagement calendar. 1. Recruit Spokespersons for the Promotion of Traffic Safety. An area speaker(s) would be perceived as an established presence in the community, acting rN in the best interest of the residents and that can easily relate to the target audiences. ANN The ideal spokesperson would: ■ Be a male/female team ■ Be a resident of Waterloo • Speak 12 or more times per year to civic organizations and other ap propriate " venues ■ Be a credible law enforcement or government official • Possibly be someone who was affected by or has lost someone to an accident ■ Promote a message about the value of safe roadways in Waterloo Alvk Alak . ! - 7- 2. Civic Speaking Tour Spokespersons for the traffic safety campaign will secure speaking opportunities with local civic/service organizations, church groups, school organizations and other appropriate venues, public and private, in order to bring the key messages (to be determined as outlined in the PR strategy) to a wide mass of people. . k The Civic Speaking Tour includes/highlights such as: • Creating a viewer-friendly PowerPoint presentation conveying the key messages ■ Speaking 12 or more times per year pik Hellman establishes the schedule of appearances. 04, 004. Ook r. - 8 - Recommendation #5: Carefully update and maintain a website By creating, updating and maintaining an educational and informational website, the traffic safety campaign will reach target audiences through a highly popular communication tool. VVebsite content and appearance will match information conveyed through the speaker's bureau engagements and news calendar submissions. The website address will be used on all materials to promote the site as the place to visit for the most up-to-date information. For the school-based 1", programming, the website could serve as a major awareness tool, incorporating interactive tools like quizzes and contracts. An example of a website address is www.SafeRoadsWaterloo.com. sok ONN rIN OIN AIN /. ONN AIN AIN -9- Recommendation #6: Explore local mass media opportunities Creating a network of targeted media outlets will allow for the stream of promotion and awareness through broadcast. Hellman recommends partnering with local outlets to promote the traffic safety campaign through in-kind announcements in the media. A media proposal needs to be developed to highlight all tangible opportunities. An interactive community program could be developed, in conjunction with the media and the web that involves citizens in a prevention program. The public could become traffic spotters, reporting unsafe road conditions, etc. Mediums to solicit sponsorships with include: • Outdoor billboards _ • Television (broadcast and cable) ■ Radio • Print tabloids (Hellman will help develop a list of sponsors to be solicited for advertisements in the tabloid. Also, stories will be drafted and submitted as content pieces for the remaining space within the publication.) ■ Chamber & School newsletters 0,4 "ak r, reek - 10- Development Campaign Overview: The Development Campaign will be front-loaded in 2007. Together, the City of Waterloo and Hellman will determine a fundraising goal for the campaign. These monies will be raised to support ongoing public awareness campaigns in 2007 and beyond. The goal of the development campaign will be to solicit funds from local businesses that have a stake in safe roads including insurance companies, car dealerships, taverns, hospitals, etc. By partnering with these agencies, the traffic safety campaign will secure a financial future and provide credibility to the residents of Waterloo. We will work to gain the support of law enforcement agencies, Mayor's office, public health offices and others to financially support the traffic safety message to potential donators. Their donation dollars will help fund the tactics outlined in the public awareness campaign including school programs, awards, prizes, events, etc. r The following PR tactics will work in tandem with the ongoing public awareness campaign. r. - 11 - Recommended Development Tactics: Recommendation #1: Create foundation for a capital campaign Hellman will assist the City of Waterloo in setting the goals for the development campaign. We will look at potential donors and the key messages that best reach this audience. Also, we will help develop a logical fundraising goal and benchmark program. A complete set of materials will be developed to aid the fundraising team. The development campaign will also review partnership opportunities with agencies like MADD (Mothers Against Drunk Driving) to see if their vision aligns with ours. If so, joining together to create safer roads in Waterloo may be one tangible option. 1 " Fundraising presentation materials include: I • PowerPoint presentation • Fact sheets • Development of a letter writing campaign • Posters • Donation forms • Direct mail creative • Other materials as needed Recommendation #2: Develop fundraising team Hellman recommends securing credible authorities to be spokespersons in the development campaign. These individuals must carry weight in the city of Waterloo and have a vested interest in changing the culture of driving. Hellman will help media-train them and prepare them for their sponsorship tasks. - 12 - Recommendation #3: Speaker's bureau to solicit partnerships with businesses/organizations This PR tactic will resemble the Civic Speaking Tour in the public awareness campaign. The difference is the end goal of raising donation dollars. Civic groups will be targeted, as well as specific businesses and organizations. Fundraising spokespersons for the traffic safety campaign will secure speaking opportunities with local civic/service organizations, church groups, school organizations and other appropriate venues, public and private, in order to bring the key messages to a wide mass of people. The Speaker's Bureau includes: • Speaking as many times as the spokesperson's schedule permits ,,\ Hellman establishes the schedule of appearances. OWN OWN .. OIWN Albk ION OWN 0004 006, ifth Anok - 13 - Recommendation #4: Explore media relations to secure opportunities to solicit funding This PR tactic mirrors the public awareness campaign with the focus more centralized on solicited sponsorships in the community through the mass media. PSA's and ads would talk about the great opportunity to join the campaign to make roadways in Waterloo safer. This tactic would only be used while funds were being raised. Creating a network of targeted media outlets will allow for the stream of promotion for development through broadcast. Hellman recommends partnering with local outlets to promote the development aspect of the traffic safety campaign through in-kind announcements in the media. The goal is to have these public service announcements produced as part of the in-kind sponsorship. A media proposal needs to be developed to highlight all tangible opportunities. Mediums to solicit sponsorships/public service announcements will include: • Direct Mail (asking for individuals to partner with the City for safe roads) • Television (broadcast and cable) • Radio • Chamber & School newsletters (asking for donations to the program) rek n oak - 14 _ Budget Allocations Due to the nature of this project, much of the initial costs will be utilized to generate financial and in-kind support. Hellman has developed this campaign as our best recommendation for achieving the traffic safety objectives. It is recognized that the current budget will not allow for all activities to be funded at this time. However, we believe that the development efforts of the campaign in the early stages will assist in gathering the necessary funds, as well as reduce the projected costs via in-kind contributions. Budget: Public Awareness Campaign Recommendation 1: Creative/Positioning Foundation Activity Cost Creative Services $1,215—$1,755 Agency Services $135 Total $1,350 - $1,890 Recommendation 2: News Calendar & News Materials Activity Cost Creative/PR Services $13,232.50 - $17,852 A enc Services $110 Total $13,342.50- $17,962.00 Recommendation 3: School-based Prevention Activity Cost Creative/PR Services $2,835 - $4,860 Agency Services _ $270 .-� Printing $548.60 Total $3,653.60- $5,678.60 Recommendation 4: Spokespersons & Civic Tour Activity Cost Creative/PR Services $4,252 -$5,872 Agency Services $338 -$473 Total $4,590 - $6,345 Recommendation 5: VVebsite Activity Cost Creative Services $4,725-$5,670 Agency Services $270 - $405 Total $4,995- $6,075 40 Alk H E L L M A N Creative Solutions • Superior Results Estimated Budget Allocations Due to the nature of this project, much of the initial costs will be utilized to generate financial and in-kind support. Hellman has developed this campaign as our best recommendation for achieving the traffic safety objectives. It is recognized that the current budget will not allow for all activities to be funded at this time. However, we believe that the development efforts of the campaign in the early stages will assist in gathering the necessary funds, as well as reduce the projected costs via in-kind contributions. Estimated Budget: Public Awareness Campaign Recommendation 1: Creative/Positioning Foundation Activity Cost Creative Services $1,215 Agency Services $135 Total $1,350 Recommendation 2: News Calendar & News Materials Activity Cost Creative/PR Services $13,232.50 Agency Services $110 Total $13,342.50 Recommendation 3: School-based Prevention Activity Cost Creative/PR Services $2,835 Agency Services $270 Printing $548.60 Total $3,653.60 Recommendation 4: Spokespersons & Civic Tour Activity Cost Creative/PR Services $4,252 Agency Services $338 Total $4,590.00 Recommendation 5: Website Activity Cost Creative Services $4,725 Agency Services $270 Total $4,995.00 Recommendation 6: Explore Media Opportunities Activity Cost Creative/PR Services $3,240 Agency Services $270 Total $3,510.00 Estimated Budget: Development Campaign Recommendation 1: Creative/Positioning Foundation Activity Cost Creative/PR Services $6,075 Agency Services $270 Total $6,345.00 Recommendation 2: Fundraising Team Activity Cost PR Services $708.50 Agency Services $34 Total $742.50 Recommendation 3: Speaker's Bureau Activity Cost PR Services $2,632 Agency Services $68 Total $2,700.00 Recommendation 4: Explore Media Relations Activity Cost Creative/PR Services $2,565 Agency Services $270 Total $2,835.00 Estimated Budget: Campaign Totals Campaign Cost Public Awareness Campaign $31,441.10 Development Campaign $12,622.50 Estimated Total $44,063.60 On behalf of the City of Waterloo, I hereby agree to retain the services of Hellman to develop materials and provide public relations services as defined above. Client Date Agency Date Thank you. -2- Q