REPORT TO THE CITY COUNCIL December 14, 2017 FROM: THOMAS C. ESQUEDA, Director Department of Public Utilities SUBJECT ..Title Award a three-year contract with the option for two one-year extensions for professional public information services for the Department of Public Utilities to Jeffrey Scott Advertising, Inc. in the amount of $520,555 (Bid File 9402) ..Body RECOMMENDATION Staff recommends that City Council authorize the Director of the Department of Public Utilities or designee(s) to execute a three-year contract with the option for two one-year extensions to Jeffery Scott Advertising, Inc. (JSA) of Fresno in the amount of $520,555 per year to provide public information services to the Department of Public Utilities as outlined in the Request for Proposal (RFP) issued by the City (Bid file 9402). EXECUTIVE SUMMARY On an ongoing basis, the Department of Public Utilities (DPU) requires the support of public information professionals to support the education and outreach requirements for the Solid Waste Management, Wastewater Management and Water Divisions. DPUs need for education and outreach services vary during the year based on seasonal changes in the environment; changed conditions in DPUs operations; and regulatory compliance changes for DPU services. For this Agreement, the public information professionals will be required to plan, design, produce, and distribute public outreach materials for utility billing services; solid waste collection; material recycling; Operation Cleanup; water quality conditions; water use restrictions and prohibitions; outdoor watering schedules; water conservation practices; water conservation rebates; recycled water; acceptable materials for wastewater disposal, and many other programs and services provided by DPU. The public information materials will be prepared in English, Spanish, and Hmong, and will be suitable for distribution via television, print, radio, and digital media outlets. These professional information services are required to ensure that the users of the City's public utilities are continuously updated and informed about all local, state, and federal compliance requirements associated with the water, wastewater, and solid waste services provided by the City. The City is relying on an outside vendor for these services because these skills for public information and media services are not contained within the City or the Department of Public Utilities. Staff recommends the award of a three-year contract with the option for two one-year extensions in the amount of $520,555 per year to JSA of Fresno. The contract has been approved as to form by the City Attorney's Office. BACKGROUND Public information services have been provided to DPU since 1993. The City is relying on an outside vendor for these services because these skills for public information and media services are not contained within the City or the Department of Public Utilities. The public information professionals will provide DPU with a comprehensive public information and outreach program that update, educate and inform the City's customers about the various water, wastewater, and solid waste programs, services, and regulatory compliance requirements. The contract for public information services for DPU will consist of five primary areas: Utility Bill Insert, Utility Move-In Brochure, Solid Waste Management Programs and Services, Wastewater Management Programs and Services, and Water Programs and Services. Vendor Selection Process A Notice Inviting Proposals was published on July 28, 2017. The Specifications were distributed to 22 prospective proposers. Three proposals were received and opened on August 22, 2017. The three (3) agencies that submitted proposals were: * JSA * Two Q, Inc. dba JP Marketing * VRPA Technologies & On The Mark Strategies The Proposal Selection Committee (Committee) consisted of internal City staff acquainted with the programs and services provided by DPU, and one external individual with no first-hand experience with the DPUs programs and services. * Mark Standriff, Communications & Public Affairs Director, City of Fresno, Office of the Mayor and City Manager * Todd Knittel, Purchasing Manager, City of Fresno, Finance Department/Purchasing * Micheline Golden, Director of Development, College of Social Sciences, California State University Fresno * Henry McLaughlin, Business Manager, City of Fresno, Department of Public Utilities/Water Division * Cynthia Williams, Business Manager, City of Fresno, Department of Public Utilities/Solid Waste Management Division * Rosa Lau Staggs, Wastewater Manager, City of Fresno, Department of Public Utilities/Wastewater Management Division * Laura Rapp, Senior Procurement Specialist/Facilitator, City of Fresno, Finance Department/Purchasing Proposal Review Process and Interview The Committee met on September 20, 2017 to review and evaluate the proposals. Each of the proposals was evaluated based on the following criteria: * Ability to meet the service requirements * Past performance and experience providing service * Conformance to the terms and conditions of the RFP * Written proposal and presentation * Financial Stability based on information provided in the Statement of Qualifications * Other related information Once the Proposal Review Process was completed, the Committee determined that two of the three agencies, Jeffrey Scott Agency and Two Q, Inc. dba JP Marketing (JP Marketing), should be offered the opportunity to interview with the Selection Committee. The Committee identified JSA and JP Marketing as having exceptional proposals based on its presentation, professionalism and experience. The interviews were conducted on October 16, 2017. At the conclusion of the Interview Process the Committee identified JSA as the best-value vendor for DPU based on their high level of professionalism, their successful past work done for DPU and their ability to reach the targeted customer base. The Report from the Committee is included in Attachment 3. Selection Committee Findings and Recommendations The committee believes that JSA has the strongest credentials for this project and will provide the best value based on their high level of professionalism, highly successful past work done for DPU, their creative approach to marketing this project, and their demonstrated ability to reach the targeted customer base. JSA has demonstrated a solid grasp of the issues facing DPU and will ensure continuity of outstanding service. They have an impressive strategic marketing and public information outreach plan. They continue to work with a wide range of government agencies and have a current working knowledge in both government and industry regulations. JSA has consistently demonstrated their ability to be creative, innovative while remaining consistent and responsive to the Department's and customers changing needs. JSA understands and provides a highly effective multi-media program that addresses a full range of complexities from media buying to the end product of delivering an effective message to the customer. They continue to use cutting edge technology in their media services that is superior within their industry. JSA has an extensive team of local resources and staff that offers a wide diversity of skills in all forms of print, television, radio, and digital production. Therefore, the Selection Committee recommends that JSA be awarded the DPU professional public information services contract. Staff recommends award of a three-year contract with the option for two one-year extensions in the amount of $520,555 per year to JSA. The contract has been approved as to form by the City Attorney's Office. ENVIRONMENTAL FINDINGS By the definition provided in the California Environmental Quality Act Guidelines Section 15378 the award of this contract does not qualify as a "project' and is therefore exempt from the California Environmental Quality Act requirements. LOCAL PREFERENCE Local preference was not implemented for this professional services contract because all the proposers are local businesses. FISCAL IMPACT The expenditure will not have any impact to the General Fund. Funding for professional public information service for the Department of Public Utilities is budgeted beginning FY 2018 in the DPU Water, Solid Waste Management and Wastewater Management Enterprise Funds (Enterprise Funds), and thereafter, funding will be available in the Enterprise Funds as aligned with the Department's 5-year financial plan. Attachments: Bid Evaluation (Attachment 1) Summary of Information (Attachment 2) Report from Selection Committee (Attachment 3) Agreement (Attachment 4)