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1985-058-Approving The Agreement With Rauh, Good, Darlo And Barnes For Public Information ServicesRESOLUTION NO. 1985 -58 RESOLUTION APPROVING THP AGREEMENT WITH RAUH, GOOD, DARLO AND BARNES FOR PUBLIC INFORMATION SERVICES RESOLVED, by the Town Council of the Town of Los Gatos, County of Santa Clara, State of California, that the TOWN OF LOS GATOS enter into an agreement with Rauh, Good, Darlo and Barnes (a copy of which is attached hereto) for public information services, and that the Mayor is authorized, and is hereby directed, to execute said agreement in the name and in behalf of the TOWN OF LOS GATOS. FURTHER RESOLVED, that the Town Clerk is hereby directed to record said agreement with the County Recorder of Santa Clara County. PASSED AND ADOPTED at a regular meeting of the Town Council of the Town of Los Gatos held on 6th day of Mav 1985 by the following vote: AYES: COUNCIL MEMBERS Eric Q. Carlson TnrrPnrr J ^a;l� Brent id. Ventura, and Piayor Joanne Benjamin NOES: COUNCIL MEMBERS None ABSTAIN: COUNCIL MEMBERS Thomas J. Ferrito ABSENT: COUNCIL MEMBERS (done ATTEST: SIGNED: R OW H 0 S Gr AGREEMENT This agreement is made and entered into on April g igRS , 1985 by the TOWN OF LOS GATOS (TOWN) and RAUH, GOOD, DARLO R BARNES, ADVE'— RTISINC, ASSOCIATES, INCORPORATED (RGDB). WHEREAS: 1. The TOWN desires to contract for the performance of a community relations program relative to the TOWN'S parking program. 2. RGDB is willing to perform such professional services upon the terms and conditions herein set forth. The parties do hereby agree as follows: SERVICES TO BE PROVIDED 1. RGDB will perform the services described in the document entitled "A Proposal for Los Gatos Parkina Commission Community Relations Program" attached as Exhibit "A ". Services will be provided on a mutually acceptable schedule. 2. The TOWN will provide all materials and services called for in Exhibit "A ". 3. Payment to RGDB for services provided will be made monthly by TOWN based on invoices received and approved prior to the Wednesday preceding the first Monday of each month. 4. This contract may be terminated by either party. Termination would occur 30 days after mailing of a "Notice of Cancellation ". TERMINATION In the event of termination by either party, RGDB shall be compensated for material ordered or services authorized prior to certified receipt of notice of cancellation whether or not such materials or services have actually been delivered, provided that RGDB are not themselves able to cancel such orders for materials or for services of others. RGDB shall make reasonable efforts and use due diligence to cancel such orders for materials or services of others. Assinnability RGDB shall not assign or transfer interest in this contract except as authorized in Exhibit "A" without the prior written consent of the Town. Amendment It is mutually understood and agreed that no alteration or variation of the terms of this contract shall be valid unless made in writing, signed by the parties hereto, and approved by all necessary parties. Insurance RGDB shall provide satisfactory evidence to Town that, during the term of this agreement, RGDB individually has the following coverages: 1. Comprehensive Automobile General Liability Insurance, including: a. Bodily injury and property damage limits of not less than $1,000,000 each occurrence; b. Full personal injury coverage, including but not necessarily limited to offenses generally categorized as Groups A, B and C; C. Contractural liability coverage sufficiently broad so as to include the liability assumed by the RGDB in the indemnity or hold- harmless article included in this agreement. e. Extension of coverage to the TOWN as named or additional insured. 2. Worker's Compensation Insurance for RGDB employees. Hold Harmless RGDB agrees to defend, indemnify and hold TOWN, its boards, officers, agents, and employees harmless of, from and against any claims, charges, damages, costs, expenses (including attorney fees), judgments, liabilities or losses of any kind of nature whatsoever which may be sustained or suffered by or secured against TOWN, its boards, officers, agents, and employees by reason of bodily injury or property damage arising from acts or omissions of contracts arising from performance as reouired by this agreement. Compliance with Town Code RGDB shall comply with all applicable provisions of the Town Code of the Town of Los Gatos. Notice Notice reouired to be given to RGDB shall be deemed to be duly and properly given if mailed to RGDB postage prepaid and addressed to: Rauh, Good, Darlo and Barnes Advertising Associates, Incorporated 142 South Santa Cruz Avenue Los Gatos, California 95030 or personally delivered to RGDB at such address. -2- Notice required to be given to TOWN shall be deemed to be duly and properly given if mailed to TOWN, postage prepaid and addressed to: Town Clerk Town of Los Gatos P.O. Box 949 Los Gatos, California 95031 APPROVED AS TO FORM: 1 Town' Attoriiepvi ` APPROVED AS TO CONTENT: rnan Manager - DAIIiD - k.lgm'A ATTEST: Town Clerk (AGREEMENT /ENGO1) JFVH:nm TOWN OF LOS GATOS OR OF I HE I OWN OF Q F RAUH, GOOD, DARLO AND BARNES ADVERTISING ASSOCIATES, INCORPORATED r Date 1-3 `ct -3- i Rauh, Cood & Dario Advernsmg Associates Inc 142 South Santa Cruz Avenue a Los Catos, Ca8(omoa 95030 AQ 9354.5555 l w LOS GATOS PARKING COMMISSION COWUNITY RELATIONS PROGRAM I i TABLE OF CONTENTS 1. OVERVIEW PAGE 1 I1, AUDIENCE PAGE Z III. PROBLEM PAGE 3 IV, SOLUTION PAGES 4 & 5 V. PROGRA1-1 OUTLINE PAGES 6 V1. TIMELINE/COSTS PAGE 7 I o OVERVIE14 Page 1. The Downtown Laos Gatos Parking Improvement Program has become a positive point of focus around which various factions of our Town might rally in a common cause. In this project we have the opportunity to bring commercial property owners, residents, merchants and Town government together for the common purpose of reducing downtown traffic. We view the following community relations program as one which will address five separate and distinct audiences in an effort to: A) State the problem by creating a general awareness of the traffic /parking problem that exists in the general downtown area —and more specifically, state the problem as it directly affects each group concerned. B) Offer the solution through a series of public meetings, direct mail and newspaper articles which address specific concerns. L I I , THE AUDIENCE Page 2 We suggest that there are five groups which will be affected by this Downtown Parking Program, each with a different concern which must be first of all considered, and then adequately addressed. These groups are: A) Downtown commercial property owners who will be assessed. E) Merchants who will be affected by metered parking downtown. C) Los Gatos residents who will be affected by metered parking. D) Downtown area residents /property owners who will be affected by "meter overflow" and permit parking. E) The Town Council which must interact with all of these groups. l Page 3 111e THE PROBLEI.1 The impetus for a Downtown Parking Program is provided the 1966 Town'Oradance which gives deadline to achieving an, equitable solution for downtown narking. All of the five groups mentioned have specific concerns related to the types of solutions which have been suggested by the Chamber of Commerce Parking Committee, and more recently, by the Los Gatos Parking Commission. We must address each faction's concerns and communicate adequate solutions before a vote of acceptance can be taken among Downtown Commercial Property Owners to form an Asses sment District. This District will support the costs related to the building of new d ®wntown parking facilities, the install - ation of parking meters in the downtown area and the install.. atiod of a parking permit program in the residential areas immediately adjacent to the downtown area. Page 4 IV. THE SOLUTION A. We suggest that a commonground solution lies in the present directions being taken by the Los Gatos Parking Commission:' 1) Building additional parking lots and structures in the downtown area. 2) The installation of metered parking in the downtown area. 3) Application of time zone /permit parking in the residential areas immediately adjacent to downtown. B. Before the previously mentioned five groups can agree on the above program as a solution to the downtown parking problem, we must first of all address their concerns: 1) We suggest first that a series of meetings be set with representatives of these various groups to seek their concerns and to see if our solutions are viable. In other words, if we do not know how they percieve the problem, we will not be able to begin to offer our solutions as meaningfully correct. 2) once we know the basic concerns of each group, and once we feel comfortable that the Commission's program offers adequate solutions, we suggest the commencement of a Community Relations Program Utilizing local newspapers, direct mail and public meetings. IV, THE SOLUTION ® CON'T. Page 5 Through these vehicles we have the ability to reach out and tell the groups that we understand:' their concerns, and in turn, inform them of how we plan to solve the problem as it directly affects each group. rage is V, PROGRAM OUTLINE The primary consultant, Rauh, Good, Darlo and Barnes of Los Gatos, will direct a Community Relations program aided by McGrath /Power west, Inc. Both firms have excellent references and experience in successfully working with municipalities such as the Mountain View, San Jose and Monterey. with the cooperation of, and under the guidance of, the Los Gatos Parking Commission °s Community Relations Committee, the contractor(s) will: A) Attend all Parking Commission Meetings for the purpose of continually consulting and updating the Commission over the period of the contract. B) Set and conduct focus group meetings, for the purpose of gathering opinion and expressing proposed solutions. C) Prepare and disseminate weekly news articles. D) Prepare and place advertisements announcing two public meetings (one for community residents and one for downtown property owners /merchants). E) Develop and produce eight direct mail letters which address specific group concerns and offer Commission solutions as meaningful and proper. F) Develop and produce two slide shows, one for each public meeting. Page 7 VI. TIMELINE /COSTS The foregoing program will be completed in a period of three months from date of acceptance. Monthly (for 3 mo.) Total Monthly Consultant Fee $4000 $12,000 Misc. Monthly Expenses $200 $600 Printing Eight Direct Mail Pieces $4,660 Advertising Preparation & Media (2 times /2 papers) $4,3.00 $21;560 NOTE: 'Down of Los Gatos or Los Gatos Parking Commission to provide: slide photography; mailing lists; labor to address, stuff & affix postage to direct mail pieces (postage estimated at approx. $2,540 additional to the above); various photocopy work to support program. A.11 invoices will be submitted by the primary consultant firm of Rauh, Good, Darla and Barnes, 142 S. Santa Cruz Ave., Los Gatos, CA 95030. �• i COMPANY BACKGROUND McGrath /Power is a full- service public relations firm that offers a wide range of communications capabilities in a structure designed to meet each client's special needs. All projects and activities receive attention and direction from one of the firm's principals and the client has constant access to them. McGrath /Power is staffed with a group of communications geneialists who offer the client proven experience in developing creative and effective solutions to public relations problems. The firm is small enough so that the experience and special strengths of particular staff members dan be applied to any client's need. Clients have found McGrath /Power particularly successful in creating publicity and press relations programs to augment marketing efforts and enhance corporate reputations, but the firm also worked in. such diverse communications areas as financial relations, advertising, sports publicity, internal communications, special events, sales promotion, issue management, market research and merchandising. McGrath /Power approaches even a project assignment with the idea of developing a continuing relationship with its client. The firm realises that its reputation rests an its ability to deliver quality work at all times. Further, it strives to learn the client's business and unique challenges each faces, because only through such understanding can an agency make the fullest possible contribution. The firm was founded in 1973. It has an office in Santa Clara, California, and is affiliated with agencies in Washington D.C., and Chicago. McGrath /Power is the New York representative for European Public Relations, Ltd., an international network of public relations agencies. t BACKGROUND OF PRINCIPALS Term j,,,,_ Foos. Partner and President. McGrath /Power West Inc. Ms. Foos combines a broad range of experience in communications as a journalist and public relations where she has worked for ten years. She has directed local and national programs for companies in fields such as electronics, medicine, lodging, travel, retailing and management consulting. Clients have included Green Cross Corporation (Japan), .ICD Austria, Aotivision, Universal Semicon- ductor, Micro -MRP Software and Southern California Hemophilia Foundation. She had her own public relations firm for five years and twice headed branch offices for other public relations agencies. Her experience as a journalist includes serving as a newspaper sports reporter and a magazine contributing editor where she authored articles on a variety of business and lifestyle subjects. She is a graduate of Long Beach State University, California, where she received a B.S. degree in journalism. 9 - - Mr. Power has spent his entire career in communications, serving as a public relations and marketing consultant, editor, writer and,aedia specialist. His experience has involved him in a number of industries, including food, retailing, petroleum, chemicals, tourism and industrial development. He is the author of numerous magazine articles and books, including a Book -of- the -Month selection. Before forming his own company, he was an executive vice president of a New York public relations firm. Clients served have included Phillips Petroleum, Media International, the Toro Company, Lane Furniture, E.I. Du Pont de Nemours, Dayton Hudson, the State of Minnesota, the Irish Export Board and General Mills. He is a member of the board of directors of the Theatre Museum of the City of New York. L Parr McGrath, Partner Ms. McGrath has built a prestigious career as author and journalist. She was an editor and reporter on the Dallas Morning News, tag New Orleans Times - Picayune and Mademoiselle magazine. She has written more than 14 b6poks, and dozens of major magazine articles, she has also served the following organizations as a public relations consultant: GAP, the Spanish Sherry Institute, Berkshire Hoisery, Milton Bradley, Norton Simon, the Tourist Office of Spain. She is an accredited counselor of the Public Relations Society of America and a member of the American Journalists and Authors. She won the Vogue magazine Prix de Paris Award, and is a Phi Beta Kappa graduate of Southern Methodist University. She is a member of the board of directors of Randolph- Macon College and the Cousteau Environmental Society. EAST COAST CLIENT LIST AMERICAN EXPRESS COMPANY, New York, New York Travel and Financial Related Services. C..AN. . FIBERS NARK_ iIN� COMPANY, New York, New York A division of Celanese Corporation. ;L TEAU C y, New York, New York Jacques Courteau's non - profit environmental organization. IU MIS STUDIO, Trenton, New Jersey Creators of porcelain gifts of state and collectibles. 21ULQ DERV COUNCIL QE AMERICA, Union City, New Jersey Association of lace and embroidery manufacturers. E6�T INC. Stratford, Connecticut (Metro New York) Manufacturers of home and personal computers. FAN .Y CIRCLE MAZAZIU, New York, New York Monthly woman's service magazine published by JJg Pw J_W k, � 11ST2TL'TF ZU UALM NAINTENMM Boston, Massachusetts Treatment centers for medically at risk obese and moderaLel overweight patients. VERNQN CORP ®RATION, Mount Vernon, New York Producer of Lillian Vernon gift catalog. A11U.E T Fi=, Boston, Mass. Manufacturer of athletic footwear. BUIDIL INC., New York, New York Fine cosmetics. SELF MALAZZU, New York, New York Conde -Nast publication designed as a woman's handbook for the eighties. U•S. SP =, Greenwich, Connecticut Manufagturer of fashion footwear. h+ D TURKEY LIQUEURS. AUSTIN -NICO INC•. New York, New York Manufaturer of wild Turkey Liqueur SERVICES OF McGRA7�i /POWER WEST .._mao • Concept, Design, Writing, Production and Distribution of: Press Releases Feature Stories Press Kits %Newsletters Internal and External Direct Mail Pieces Brochures Annual Reports Magazines Booklets Catalogues Point of Purchase Material Sales Promotion Literature Photography Media Contact and Placement Story Development List Development and Administration ELECTRONIC COMMUNICATIONS Television News and Features: scripts & production Audio — visual Presentations: scripts and production Radio Contests Media Tours Spokesperson Recruitment Media Training Major Media Contact and Placement Television Game Show Product Participation „ Jl SERVICES OF McGRA7�i /POWER WEST .._mao • Concept, Design, Writing, Production and Distribution of: Press Releases Feature Stories Press Kits %Newsletters Internal and External Direct Mail Pieces Brochures Annual Reports Magazines Booklets Catalogues Point of Purchase Material Sales Promotion Literature Photography Media Contact and Placement Story Development List Development and Administration ELECTRONIC COMMUNICATIONS Television News and Features: scripts & production Audio — visual Presentations: scripts and production Radio Contests Media Tours Spokesperson Recruitment Media Training Major Media Contact and Placement Television Game Show Product Participation SPECIAL" EVENTS ti News Conferences Sports Promotion Museum Events Press Tours Award Programs Trade Shows Celebrity Tie —Ins Retailer Promotions Shopping Center Events Groundbreakings Training Seminars Sales Meetings Marketing Counselling Communications Counselling Speech Writing and Speech Training Internal Communications Systems Public Relations Audits Crisis Planning. Financial Relations Connuni±:y Relations Product Sampling