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HomeMy WebLinkAboutStaff Report 5.D 02/22/2016DATE: February 22, 2016 TO: Honorable Mayor and Members of the C' Council FROM: John C. Brown, City Manager Agenda Item #5.D SUBJECT: Resolution Authorizing the City Manager to Execute an Agreement with The Lew Edwards Group to Provide Polling, Education, and Outreach Services, in an Amount Not -to -Exceed $166,150 RECOMMENDATION It is recommended that the City Council adopt the attached Resolution authorizing the City Manager to execute an agreement with The Lew Edwards Group to provide polling, education, and outreach services, in an amount not -to -exceed $166,150. BACKGROUND In March, 2016 the City Council adopted as part of one of its goals the priority "Evaluate and take appropriate legislative action to establish new revenue sources and means of financing City services and infrastructure projects". On February 8, 2016, the City Council conducted a workshop to discuss the need for stable -based funding to support the cost of a host of deferred and unmet capital and program needs. Discussed at that workshop was the desirability of retaining the services of a consultant to assist with community surveying and to guide and support education and outreach activities to help voters understand the issues and conditions that necessitate anew, stable -based, funding source. There was consensus among the Council that surveying is important to any measure that may be placed on the ballot, and that such work should be conducted by a highly qualified consultant. It was indicated that, due to time limitations, a City/Consultant relationship would be established between the date of the workshop and the next regular City Council meeting, and that an agreement for consulting services would be returned for consideration and approval at the City Council's February 22, 2016 meeting. DISCUSSION An Agreement for Initial Services was executed with The Lew Edwards Group (LEG) last week, and allows the consultant to promptly familiarize themselves with the City and commence designing an opinion survey. Activities anticipated under this portion of the agreement include: • A kick-off meeting with City staff assigned to the project; • Reviewing past opinion research results completed by the City, City budgets, revenue information, service needs, and demographic information; Reviewing and analyzing media clips about the City and its fiscal challenges; Provide advice regarding legislative developments affecting this project; and Oversee the drafting of an opinion research survey by the Group's subcontractor, FM3 Research. The cost for these services, which is inclusive of the first month's billing for the full Agreement, is $14,500. This work will have commenced and the kick-off meeting will have been conducted prior to Council's February 22, 2016 meeting. An Agreement for consulting services (the Agreement), using the City's standard -form Professional Services Agreement format, is currently being finalized and will be executed with the Council's approval. The Agreement would commence on February 23, 2016 and remain effective through October 31, 2016 assuming termination provisions are not exercised sooner. The not -to -exceed cost of the agreement, including services provided pursuant to the Agreement for Initial Services dated February 16, 2016, is $166,150. The core services provided pursuant to the Agreement include: • Develop, implement, and analyze opinion research through LEG's sub -consultant FM3 Research; • Provide strategic recommendations based on independent review of that research; • Advise and support City staff on community outreach, engagement, and education techniques and activities; • Conceive, develop, and support distribution of up to five (5) informational mailings • Confer with the City staff on the ballot question, measure development, and other revenue measure materials. The full scope of services to be provided pursuant to the Agreement will be incorporated as an Exhibit to the Agreement, and is included as Attachment 2 to this report. Questions regarding timing were raised during the Council workshop. LEG has provided a recommended project schedule: o February 2016 ...................... Project launch o March 2016 ......................... Conduct Assessment, Develop Strategic Plan o April — June 2016 .................. Conduct Community Education/ Engagement o July 2016 ............................ Prepare for Measure Placement o August — October, 2016............ Post Adoption Activities A complete listing of the tasks within each of these categories is provided in the Recommended Project Schedule included as Attachment 3 to this report. As noted in the Background section of this report, the City Council agreed that community surveying was the first step to moving forward with a revenue measure. The foregoing represents the full scope of services that the City may need, associated with a November 2016 ballot measure. It should be noted that, depending on survey results or other related factors, this 2 agreement can be terminated with ten days' notice, if the full range of services contemplated in the scope of work and project timeline become unnecessary. FINANCIAL IMPACTS The estimated not -to -exceed cost of the aforementioned services is $166,150. This includes consulting fees of $45,000 through October 2016, $28,850 for a dual mode Internet/phone survey, $24,800 for an optional second survey, if needed, and up to five mailings at $13,500 per mailing. Approximately $53,850 of this amount will be needed during FY 2015/16, and will be provided from reserves, or from adjustments to estimated revenues when year-end adjustments are made. Remaining costs, not -to -exceed $112,300, would be included in the proposed budget for 2016/17. In addition to those costs, $46,000 will also need to be incorporated into the Elections budget, for the costs associated with the consolidated election in November 2016. ATTACHMENTS 1. Resolution 2. Scope of Services 3. Recommended Project Schedule 3 i ATTACHMENT 1 i RESOLUTION AUTHORIZING THE CITY MANAGER TO EXECUTE A PROFESSIONAL SERVICES AGREEMENT FOR POLLING, EDUCATION, AND OUTREACH SERVICES WHEREAS, the City of Petaluma wishes to conduct polling and outreach services to residents of Petaluma for the purpose of ascertaining support for a possible revenue measure on the November 2016 ballot; and WHEREAS, methodological public opinion polling will assist in obtaining statistically valid data to gauge voter support for a revenue measure for projects such as repair of aging streets and sidewalks; modernizing aging facilities; and other uses that preserve and protect the health and safety of the public and the public's investment in its infrastructure; and WHEREAS, the City needs to, and the success of a revenue measure will rely upon, educating the public as to the City's current and projected financial condition, inability to invest in structures, infrastructure, and programs necessary that a revenue measure could provide to meet these needs; and WHEREAS, The Lew Edwards Group has provided these services to scores of local government agencies and assisted nearly seventy (70) of them with passing successful revenue measures at the polls; and WHEREAS, the City wishes to utilize and benefit from the services The Lew Edwards Group provides. NOW, THEREFORE, BE IT RESOLVED THAT the City Council hereby authorizes the City Manager to execute a professional services agreement with The Lew Edwards Group for polling, education and outreach services, related to a possible sales tax measure, in an amount not -to -exceed $166,150. ATTACHMENT 2 EXHIBIT A -SCOPE OF SERVICES The Lew Edwards Group (LEG) will perform the following services: • Develop, implement and analyze opinion research related to the Project through LEG's designated subcontractor, FM3 Research. • Provide Strategic Recommendations based on independent review of those studies. • Project -facilitate and continuously update a coordinated strategy and timeline for City staff and other professionals/consultants assigned to the Project. • Work with City staff on methods to engage constituents, expand community awareness of public safety needs and solicit additional community input on infrastructure, safety, and general fund service priorities. Recommend to staff methods of engaging/informing constituents about Project in City communications vehicles, including newsletters, guest columns, website, and social media. Consultant will update and refine community input methods and informational messaging as needed. Advise and train City staff on informational community outreach activities. • Recommend methods to conduct informational outreach with community networks and organizations in the City to solicit feedback on City planning, provide information and advise City staff on the best manner of responding to questions from the public. Consultant will update and refine concise, user-friendly messaging and materials. • Conceive informational mailings and materials, including direct mail production. Mailer content will be approved by the City Manager's office and City Attorney. Mailing schedule is to be agreed upon by the parties, but US Postal is responsible for timely mail delivery to recipients. Consultant shall coordinate timely delivery to US Postal, and will monitor but cannot control timely delivery thereafter. • Consultant will review earned (non -paid) local media and/or Internet media opportunities with City staff as a method for disseminating necessary information and assist with rapid response needs from media or the community as necessary to correct misinformation or clarify confusing information. • Confer with the City Attorney on the ballot question and other revenue measure materials. Work with City staff on related budget and staff reports and measure development. The parties expressly acknowledge and agree that legal services or advice are not within Consultant's scope of services. This Scope of Work is effective February 23 through October 31, 2016. ATTACHMENT 3 RECOMMENDED PROTECT SCHEDULE This is a proposed working schedule subject to revision based on changing project needs, subject to the approval of the parties. As of 2115/.16 FEBRUARY 2016 LAUNCH PROJECT ❑ Review City's Archival Election Results and current demographics, policies and media information ❑ Convene Team Kick Off Planning Meeting ❑ Develop Opinion Research Survey ❑ Initiate interviews MARCH 2016 CONDUCT ASSESSMENT, DEVELOP STRATEGIC PLAN ❑ Refine/update Opinion Leader database (City) ❑ Complete survey interviews and analysis of results ❑ Present results to City staff, reach consensus on approach ❑ Present results to City Council ❑ Develop Recommended Communications/Engagement Plan ❑ Begin scheduling community presentations (City) APRIL —JUNE 2016 LAUNCH COMMUNITY ENGAGEMENT ❑ Develop and recommend Communications/Engagement Collaterals o Draft Initial Information Documents/Engagement Tools for use in routine City communications vehicles, such as Bill Stuffers, City newsletter, City website, and social media o Develop Informational Speakers' Bureau Toolkit o Conduct Informational Message Training for City Staff ❑ Deliver community presentations (City) ❑ Copy write Opinion Leader updates and information for such sources as Earned Media/New Media/Social Media ❑ Update City website and other communications vehicles (City) with informational message points developed by LEG ❑ Develop answers for community questions, continue to update communications/engagement materials ❑ Conceive and produce informational mailing to solicit input ❑ Assess community responses, make adjustments as needed JULY 2016 PREPARE FOR MEASURE PLACEMENT ❑ Conceive/produce 2nd informational mailing (report back) ❑ Conduct Tracking Survey if needed, analyze survey results ❑ Brief City on strategic recommendations ❑ If viable to proceed, assist with staff reports and measure preparation (City and Consultant) ❑ Advise on Media Strategy ❑ Assist in preparing for Council adoption vote o Media updates o Community participation ❑ City Council acts to place measure on the ballot (City) AUGUST 2016 POST -ADOPTION ACTIVITIES ❑ Measure materials are submitted to County Elections Office (City) ❑ Update City's website and all communications vehicles with updated Measure information prepared by LEG (City) ❑ Issue Opinion Leader Update announcing placement of the measure on the ballot (City) ❑ Address Rapid Response Needs as necessary (City -Consultant) SEPTEMBER — ❑ Continue 2nd round of informational Speakers' Bureau presentations OCTOBER 2016 (City) LJ Implement Earned Media/Internet Communications ❑ Issue three informational mailings ❑ Address rapid response needs ❑ Provide two-way media comments