HomeMy WebLinkAbout04 - CC-6 - Extension of Existing PSA with 4 Boys - 7/19/2011CITY COUNCIL AGENDA REPORT
MEETING DATE: JULY 19, 2011 ITEM NUMBER:
SUBJECT: EXTENSION OF EXISTING PROFESSIONAL SERVICES AGREEMENT WITH 4
BOYS NEW MEDIA FOR ENHANCEMENT OF COMMUNCATION SERVICES
DATE: JULY 7, 2011
FROM: CHIEF EXECUTIVE OFFICE
PRESENTATION BY: THOMAS R. HATCH, CHIEF EXECUTIVE OFFICER
FOR FURTHER INFORMATION CONTACT: DANIEL K. BAKER AT (714) 754-5156
RECOMMENDATION:
Staff recommends that the City Council authorize the City CEO to extend the existing
Professional Services Agreement extension (Attachment 1) with 4 Boys New Media in an
amount not to exceed $70,000.
BACKGROUND:
In March of 2011, the City entered into a Professional Services Agreement (PSA) with Four
Boys New Media (4 Boys). The PSA was for consulting services to design and implement a
new communications plan for the City of Costa Mesa designed around transparency and the
dissemination of relevant daily news and information to both internal staff and external outlets.
The terms of the original agreement was to have 4 Boys provide consulting services to the City
for a term of 90 days with a total compensation of $36,000.
Over the past months, Four Boys New Media has assessed the City's current communications
strategy and resources, and designed and implemented a communications strategy for Costa
Mesa that has created maximum transparency, relayed CEO and Council policies in easy -to -
understand ways, delivered timely news and information, and developed meaningful two-way
conversations with residents, local businesses, City team members and all other community
stakeholders.
Four Boys New Media focused on five major areas of concentration: 1) an audit of the City's
current communications plan, and design and implementation of a new strategy centered
around transparency and the dissemination of daily news and information; 2) Clear and
immediate communication of City's message of transformation—as well as other priorities set by
the Council and CEO—to residents and the media; 3) Establishment of direct, open and honest
communication with City team members. 4) With the help of others, development of a new
website rich in daily news and public information. 5) Work with members of the local, regional
and national media, both traditional and digital.
In the time that 4 Boys has worked with the City, they have helped revitalize Costa Mesa's
website, provided unprecedented access to the City's budget process, created "Transparency"
and "Behind the Budget Numbers" web pages and a new openness within City Hall, launched
Costa Mesa's social media effort, launched the City's weekly CEO E -Briefing newsletter to the
City Council and Community, written scores of press releases, changed the City's URL to a
user-friendly address, revamped structure of Council study sessions to allow public to ask
questions after each presentation, promoted the intelligent use of the City's e-mail "all" function
to communication better with employees, supervised CMTV-24 crew for better communications
coordination, developed an effective media contact list, established excellent working
relationships with local and national media, produced "Fact Check" to counter falsehoods and
misperceptions about Costa Mesa perpetuated in the media and elsewhere, developed FAQs
about Costa Mesa and the budget controversy, and helped scores of journalists with their
reporting on Costa Mesa.
With Costa Mesa at the center of a national story about municipal budgets and pension reform,
there continues to be a high demand for communications work within the City. At the close of
the original agreement in June, staff determined that the City was still in need of enhanced
communication services due to a decrease in staffing levels from prior retirements and staff
reductions. Subsequently, the original PSA with 4 Boys was administratively extended by
$14,000 with a total not to exceed amount of $50,000.
Mr. Bill Lobdell, partner with 4 Boys New Media, is currently providing 40 hours a week of
consulting services as the Interim Communications Director to the City. Due to limited staffing
and expertise, when the existing PSA extension expires in late July, the City's lines of
communications will fall back to existing staff and will be greatly reduced.
Therefore, staff recommends increasing the existing PSA with 4 Boys New Media to
compensate for additional responsibilities associated with providing both enhanced internal and
external communications services.
ANALYSIS:
Increasing the existing PSA extension will allow 4 Boys and Mr. Lobdell to continue to provide
the City with the necessary professional experience to continue with the above mentioned tasks.
ALTERNATIVES CONSIDERED:
An alternate consideration would be to not extend the existing PSA extension with 4 Boys. The
responsibilities listed above and all other duties originally assigned to 4 Boys will be allocated to
existing staff for completion. Given the high volume workload of existing staff this is not a feasible
alternative. In addition, the CEO could administratively fill the position with an interim employee or
another consultant.
FISCAL REVIEW:
Currently, 4 Boys' hourly rate is $75 per hour and provides the City with 40 hours a week of
enhanced communication services. Funding for the existing contract extension will end on or
around July 25, 2011. Based upon the 22 weeks left in the calendar year, the total compensation
to extend the existing PSA with 4 Boys to the end of December, 2011 equates to approximately
$70,000. Funding for this extension will come from existing staff vacancy savings.
E
LEGAL REVIEW:
If approved, the existing amended PSA (Attachment 2) would be extended in a form approved by
the City Attorney.
CONCLUSION:
Staff recommends that the City Council authorize the City CEO to extend the existing
Amendment 1 Professional Services Agreement with 4 Boys New Media, for enhanced
communication services, in an amount not to exceed $70,000.
DANIEL K. BAKER TERRY MATZ
Management Analyst Interim Assistant Chief Executive Officer
ATTACHMENTS: 1 Amendment 1 Professional Services Agreement
2 Amendment 2 Professional Services Aareement
3
ATTACHMENT 1
AMENDMENT NUMBER ONE
TO PROFESSIONAL SERVICES AGREEMENT
FOR ENHANCEMENT OF COMMUNICATION SERVICES
This Amendment is made and entered into this 20th clay of June, 2011 ("Effective
Date") by and between the CITY OF COSTA MESA, a municipal corporation ("City")
and FOUR BOYS NEW MEDIA, a California corporation ("Consultant").
WHEREAS, Consultant and City entered into an agreement on April 1, 2011, for
Consultant to provide enhancement of communication services (the "Agreement"); and
WHEREAS, Consultant and City desire to amend the Agreement because the
scope of services requires an adjustment of the amount of compensation by adding
$14,000 to the existing compensation limit of $36,000, for a total not -to -be -exceeded
amount of $50,000; and
WHEREAS, Consultant and City desire to amend the Agreement to delete all
references to a 90 -day initial term in the Scope of Se> -vices.
NOW, THEREFORE, for valuable consideration, the receipt and sufficiency of
which is hereby acknowledged, the Parties agree as follows:
1. Consultant's proposal attached as Exhibit A to the Agreement is hereby
deleted in its entirety and replaced by Exhibit "A" to this Amendment Number One.
2. Section 2.1 of the Agreement is deleted in its entirety and replaced by the
following:
2.1. Compensation. Consultant shall be paid $75 an hour, Nvith a
maximum lveekly billing to the City of 40 hours per week. Consultant's
compensation shall in no case exceed Fifty Thousand Dollars ($50,000.00).
3. All terms not herein defined shall have the same meaning and use as set
forth in the Agreement.
4. All other terms, conditions, and provisions of the Agreement not in conflict
with this Amendment and previous Amendments, shall remain in full force and effect.
IN -WITNESS AATHEREOF, the Parties hereto have set their hand by their duly
authorized representatives as of the day and year first above written,
[Signatures appear on the following page,]
POUR BOYS NEW I MEDIA
CITY OF COSTA MESA,
A municipal corporation
ZZA6 -5 &/
V
Chief Executive Officer
FOUR BOYS NEW MEIA
Signature
VA�'
.. a��
Naive and Title
ATTEST:
City Clerk and ex -officio Clerk
of the City of Costa Mesa
APPROVED AS TO CONTENT:
Project Manager
APPROVED AS TO FORM:
City`Attoi•
ATTACHMENT 1
Date:
Date: `e
Date: L Il
Date: �6
2 FOUR BOYS NEW MEDIA
ATTACHMENT 1
�.' out Bob a New Media
Amended Communications Proposal
for the City of Costa Mesa
June 17, 2011
Background
As the City of Costa Mesa undergoes a transformational policy change to
meet the financial realities of today, it must also embrace innovative
strategies and tactics to communicate with residents and city team
members.
The way people consume news and information has fundamentally
shifted during the past decade. Citizens today more often use the
Internet and social media for news and interaction. Savvy businesses and
government agencies are seizing the opportunity for direct engagement
as traditional news outlets struggle to survive.
Recognizing the new reality, Costa Mesa has the opportunity to create a
new model for transparent city government at a time when a national
debate rages from Bell to Madison over public salaries and pensions,
Costa Mesa has the opportunity to lead the public -agency
communications revolution by providing residents unprecedented online
access to the public's business—which would include employee salaries,
expense reports, legal claims, contracts, memos, police logs and other
non -confidential information. The public should be able to see, at the
click of a mouse, all of the business that's being done in its name.
Costa Mesa can also help inform its residents and city team members
about the public's business by turning its website into an active news
site, with multiple, daily updates—using words, graphics and video ---from
City Hall and the police and fire departments. The news site would serve
as a 21st century online town square, where citizens gather to hear—and
talk about—the latest happenings in town. The city would use social
media tools such as Facebook, You Tube and Twitter to amplify its
messages and engage in conversation and debate.
476 Broadway, Costa Mesa, Calif. 92627 - 999.887.2541 • Fax: 919.516.8320 • willianilobdell@gmail.colij
ATTACHMENT 1
In addition, Costa Mesa --through group e-mails from the city manager
and other communications—can inform city team members exactly
what's happening in the restructuring process, what they can expect next
and what resources are available to them during the transition.
The city also should reach out to the community in traditional ways,
including neighborhood town hall meetings, working with local and
national media, sending mailers, using the local cable news crew, and
establishing annual events—such as a mayor's State of the City dinner,
the City's CEO charity golf tournament and a Fourth of July Parade ---that
better connect City Hall with its constituents and provides opportunities
for interaction and feedback,
The Process
Over the past 90 days, Four Boys New Media has accessed the city's
current communications strategy and resources, and designed and
implemented a communications strategy for Costa Mesa that has created
maximum transparency, relayed CI=O and council policies in easy -to -
understand ways, delivered timely news and information, and develop
meaningful two-way conversations with residents, local businesses, city
team members and all other community stakeholders.
Four Boys New Media focused on five major areas of concentration: 1) an
audit of the city's current communications plan, and design and
implementation of a new strategy centered around transparency and the
dissemination of daily news and information; 2) Clear and immediate
communication of city's message of transformation—as well as other
priorities set by the council and city manager—to residents and the
media; 3) Establishment of direct, open and honest communication with
city team members. 4) With the help of others, development of a new
website rich in daily news and public information. 5) Work with members
of the local, regional and national media, both traditional and digital.
With Costa Mesa at the center of a national story about municipal
budgets and pension reform, there continues to be a high demand for
communications work within the City.
Qualifications
Bill L.obdell, co-founder of Four Boys New Media, is an award-winning
former Los Angeles Times investigative journalist and former editor
ofNewport Beach/Costa Mesa Daily Pilot. He's headed several successful
476 Broadway, Costa Mesa, Calif. 92627 • 949.887.2541 - Fax: 949.515.8320 - williamlobdelI ftillail.co1n
ATTACHMENT 1
businesses, has served on the Irvine Planning Commission and is a
longtime Costa Mesa resident.
In his 90 days with the City, he's helped revitalized Costa Mesa's website,
provided unprecedented access to the City's budget process, created
"Transparency" and "Behind the Budget Numbers" web pages and a new
openness within City Hall, launched Costa Mesa's social media effort,
launched the City's weekly CEO E -Briefing newletter to the City Council
and community, written scores of press releases, changed the city's URL
to a user-friendly address, revamped structure of Council study sessions
to allow public to ask questions after each presentation, promoted the
intelligent use of the City's e-mail "all" function to communication better
with employees, supervised CMTV-24 crew for better communications
coordination, developed an effective media contact list, established
excellent working relationships with local and national media, produced
"Fact Check" to counter falsehoods and misperceptions about Costa Mesa
perpetuated in the media and elsewhere, developed FAQs about Costa
Mesa and the budget controversy, and helped scores of journalists with
their reporting on Costa Mesa.
Terms of the amended contract
This contract shall be for $75 per work for a maximum of 40 hours per
week with a $14,000 dollar extension with a not to exceed amount of
$ 50,000.
476 Broadway, Costa Mesa, Calif. 92627 • 949.887.2541' rax: 949.515.8320 - tivillhimlobdelleigmailxom
ATTACHMENT 2
AMENDMENT NUMBER TWO
TO PROFESSIONAL SERVICES AGREEMENT
FOR ENHANCEMENT OF COMMUNICATION SERVICES
This Amendment is made and entered into this 21st day of July, 2011 ("Effective
Date") by and between the CITY OF COSTA MESA, a municipal corporation ("City")
and FOUR BOYS NEW MEDIA, a California corporation ("Consultant").
WHEREAS, Consultant and City entered into an agreement on April 1, 2011, for
Consultant to provide enhancement of communication services (the "Agreement"); and
WHEREAS, Consultant and City subsequently entered into Amendment One of
the Agreement to provide for an adjustment of compensation of $14,000, for a total not
to -be -exceeded amount of $50,000; and
WHEREAS, Consultant and City now desire to amend the Agreement to extend
the term of the Agreement and provide for an appropriate adjustment of the amount of
compensation by adding $70,000 to the existing compensation limit of $50,000, for a
total not -to -be -exceeded amount of $120,000.
NOW, THEREFORE, for valuable consideration, the receipt and sufficiency of
which is hereby acknowledged, the Parties agree as follows:
1. Section 2.1 of the Agreement is deleted in its entirety and replaced by the
following:
2.1. Compensation. Consultant shall be paid $75 an hour, with a
maximum weekly billing to the City of 40 hours per week. Consultant's
compensation shall in no case exceed One Hundred Twenty Thousand
Dollars ($120,000.00).
2. Section 4.1 of the Agreement is deleted in its entirety and replaced by the
following:
4.1. Term. This Agreement shall commence on the Effective Date and continue
through December 31, 2011, unless previously terminated as provided herein or as
otherwise agreed to in writing by the parties. The Parties will have the option to
renew up to four terms of six months.
3. All terms not herein defined shall have the same meaning and use as set
forth in the Agreement.
4. All other terms, conditions, and provisions of the Agreement not in conflict
with this Amendment and previous Amendments, shall remain in full force and effect.
I FOUR BOYS NEW MEDIA
ATTACHMENT 2
IN WITNESS WHEREOF, the Parties hereto have set their hand by their duly
authorized representatives as of the day and year first above written.
CITY OF COSTA MESA,
A municipal corporation
Date:
Mayor
FOUR BOYS NEW MEDIA
Date:
Signature
Name and Title
ATTEST:
City Clerk and ex -officio Clerk
of the City of Costa Mesa
APPROVED AS TO CONTENT:
Project Manager
APPROVED AS TO FORM:
City Attorney
Date:
Date:
2 FOUR BOYS NEW MEDIA