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HomeMy WebLinkAbout2009-175 Agreement with Trozzolo - On Call MarketingBILL NO. 2009-175 ORDINANCE NO. 2009-175 AN ORDINANCE AUTHORIZING THE CITY TO USE THE SERVICES OF THE TROZZOLO COMMUNICATIONS GROUP AS AN ON -CALL RETAINED MARKETING GROUP. Whereas, Trozzolo was previously selected pursuant to a request for qualifications as the best and most qualified to provide marketing services for the City; and Whereas, Trozzolo has orally agreed in accordance with the attached Exhibit A to act as the City's on -call retained marketing communications firm pursuant to an hourly rate charge. Now Therefore, be it ordained by the Board of Aldermen of the City of Riverside, Missouri, as follows: 1. Trozzolo's selection as the City's on -call retained marketing communication firm is hereby confirmed. 2. The City Administrator or his designee is authorized to request a proposal from Trozzolo to provide specific marketing services needed by the City and the estimated hourly cost for such services in accordance with the attached Exhibit A. 3. Projects whose estimated costs are within the Purchasing Agent's authorization must be approved by the City Administrator. Project costs in excess thereof shall be submitted to the Board of Aldermen for approval. 4. This ordinance shall be in full force and effect immediately upon passage. ADOPTED AND APPROVE Whe Board Alderme an Mayor of the City of Riverside, Missouri, this ✓ day of 2009. ATTE C' Clerk Trozz olo COMMUNICATIONS GROUP SITUATION ANALYSIS The City of Riverside, Mo. will engage Trozzolo Communications Group as the Ciry's Agency of Record (AOR), with Trouolo serving as the Ciry's on-cell, retained marketing communications firm. The hourly rate for services by Trozzolo Communications Group is $140. Many budgets aze established through an established project fee, with work not exceeding an agreed upon amount, at this hourly rate. The following outlines basic services provided by Trozzolo for the Ciry of Riverside, as appropriate. Any and all services entailing marketing communications, crisis communications, issues management, public relations, advertising, creative design and copywriting, collateral development, and Web site development will be originated from and executed by Trozzolo Communications Group, or Ciry staff, as determined by the City's Public Information Officer and Trozzolo. SCOPE OF SERVICES Below is a general list of our services. Choose a few and move the needle. Choose them all and bury it. Reseazch and planning: This is where you choose: blindfold or spotlight? With the proper reseazch, planning comes easy. The answers illuminate themselves. Without research, you might as well do business blindfolded. We know how important it will be to research and understand your demographics. It's what will allow your communications efforts to be successful -knowing what your mazket and the media want -and what they don't. It can be as quick as spot Internet research or as in-depth as a formal strategic plan including a SWOT analysis. Regazdless of the method, reseazch lets you answer the question, `Are you sure?" with "I'm positive.° Branding: Good, bad or neutral, every organization has a brand. It's how your organization is perceived in the marketplace. How key constituencies think of you. The question is: Are you guiding those perceptions? Or, better yet, did you know you could? Don't let your stakeholders, general public or other interest groups make assumptions about who you aze. Tell them! Urban school districts, communities, lazge companies -we've helped them all become brand stewazds in ways that capitalized on their brand recognition. Advertising: We follow advertising's most basic rule: Don't sell the drill. Sell the quarter- inch hole. In short, focus on the benefit. While some aze content with getting the attention of your target audience, our goal is to get them to internalize your message. Internalization leads to inspiration, and those who are inspired will inquire. Whether print, online, outdoor or electronic, our benefit-driven advertising is substantive, easily absorbed and respectful of your audience. Creating advertising that accomplishes all that is more difficult than just getting the attention of your audience. Media relations: Third-parry credibility. A heightened local image. Positive public perception. Those are the rewards of effective, skillful media relations. While advertising will get your audiences' attention, positive media coverage will gain their trust. Our team of former journalists, turned media relations pros, knows the science and nuance of forging relationships with the media. We can pazlay your stories, events and urgent news into positive editorial that generates favorable opinions of your community, its employees and services. Or, as we like to call it, R-E-S-P-E-GT. Digital marketing: The digital world has matured to the point that some form of digital mazketing is often the first touchpoint for a brand. Problem is, you can't predict each individual's entry point. That's why a 360-degree digital approach is just as important as a surround sound approach to your overall mazketing strategy. Whether it's viral, a-mail, SEO, rich media or multimedia, the brand experience must be genuine and must move the needle. Marketing collateral: Is your invisible sales force meeting its quota? Few organizations think to ask that question when goals aze missed. Brochures, posters, advertisements -they all bear as much responsibility as their human counterparts. Each must project and reinforce your brand, communicate your key messages, position your company as the obvious choice and inspire action. For some, that's a tall order. For us, it's second nature. Our strategy-driven collateral will warm a cold audience, energize the public, educate areader -and, above all, generate awazeness. Public affairs: You have friends you don't even know about -pockets of consensus, impassioned champions who will bubble to the surface and mobilize to back your cause, agenda or proposition. We know who they aze, and we know how to form alliances with them. From civic leaders, to political leaders, to news media - we tap into the channels of public opinion and direct the flow Our public affairs specialists aze masters at building cooperation, informing constituents and creating a concert of support. Start the groundswell. Social Media: Like it or not we aze living in the age of the unthinkable, where a successful brand built by years of sweat and determination can be destroyed or bolstered in a digital instant. Fortunes can be won or lost by the ever-evolving form of social media. Our approach to determining where social media fits into your 360-degree mazketing mix will come with scrutiny and strategy from our committed social media task force and reputation management teams, not mere speculation. Our goal? Go beyond public relations -we'll help you build public relationships. Simply put, the right plan matched to your message will help you reach your tazget, heaz your tazget, act and repeat. Media strategy: At some point in the mazketing process, the work has to change from reseazch and strategizing, to actually promoting a product or service to potential customers. We believe media plans should go beyond reach and frequency to real impact. All the fancy numbers in the world don't mean anything unless your sales aze up, revenue is increasing, more people aze tuning in -whatever defines ultimate success for your organization. We will develop a road map that focuses on the right message, to the right audiences, at the right times. Sometimes that mix includes traditional media. Sometimes it does not. We're not afraid to recommend both. Internal communications: If we asked you to list your tazget audiences, would you include your employees? It's a common oversight. What many businesses don't realize is the lack of internal communication is ofren the single, lazgest obstacle standing between them and successful change. An effective internal program can smooth frayed nerves during a restructuring and erase divisions inherent in a merger. It's a loyalty pact, a morale spike, a building block for growth. Turn us on and watch it work. Newsletters and magazines: If you only take one tip, one I've-gotta-do-that from our material, let it be this: Custom publishing is one of today's most underutilized but most powerful methods of local mazketing communications. On one hand, it's just like advertising. You control the message. But because of our years of experience and proven content formula, readers perceive it to be news. That perception is key. It gives your company third-parry ctedibility. Plus, custom publishing continues the conversation with your audience in a nonthreatening way. Think of it as communications cement. It fills the gap between advertising campaigns and public relations initiatives, yielding maximum mind shaze. Media coaching: This tailored seminar brims with advice and techniques that will propel your career and polish your spokespeople. You will leazn to spot news opportunities that position your organization as an industry leader and a community asset. We'll show you how to emerge from a tough interview unscathed and on message. You'll discover the secrezs to achieving your agenda, not the reporter's. We'll explore the dangers of speaking off the record -and reveal the one question that can undermine a reporter's trust. Our team of former journalists presents it all in an informative, humorous Format that will leave you cover-page confident. Crisis communications: In an era of corporate mistrust, the best time to plan for a crisis is before it happens. We know that's not always possible. We also know that a uisis -even when anticipated - is a true test of communications ability. Fortify your internal efforts with our crisis management experts. They know exactly what it takes to safeguazd yotu constituents' trust and rescue your reputation. We can help you withstand the strength of a Category One crisis or, with enough notice, even preempt it. Event presentation: Any event, whether it's a groundbreaking, anniversary celebration, merger announcement or seminaz series, should align with your wmmtmications goals. With us, it will. Trozzolo provides the high-level presentation elements that will turn your event into a tight, strategic tactic.