CITY OF GLENDALE CALIFORNIA REPORT TO THE REDEVELOPMENT AGENCY

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1 FORM CM-37 CITY OF GLENDALE CALIFORNIA REPORT TO THE REDEVELOPMENT AGENCY AGENDA ITEM Report: Citywide Branding and Marketing Campaign AGENCY ACTION 1. Motion approving a Professional Services Agreement with North Star Destination Strategies for the Citywide Branding and Marketing Campaign 2. Resolution appropriating $146, from Agency undesignated fund balance ( ) to Economic Development contractual services ( ) Public Hearing [ I Ordinance [ I Consent Calendar [ I Action Item [X I Report Only [ I Approved for Qd, 2.'1, <-=5 calendar ADMINISTRATIVE ACTION Submitted Philip S. Lanzafame, Director of Development Services Prepared Ken Hitts, Economic Development Manager Annette Vartanian, Administrative Analyst Approved James E. Starbird, Executive Director Reviewed Scott Howard, City Attorney Robert Elliot, Director of Finance Emil Tatevosian, Deputy Director of Development servicess--====i~~i===::::o:==- 6 B

2 Page RECOMMENDATION Staff recommends that the Agency authorize the execution of a Professional Services Agreement with North Star Destination Strategies in an amount not to exceed $146, SUMMARY The proposed program for Buy Glendale was presented to the Agency in March The program included several marketing components to ultimately benefit Glendale businesses. The program anticipated an initial budget of $150, There has been extensive Agency discussion on the program and direction provided on specific components. Per Agency direction, as part of the Buy Glendale program, staff solicited proposals for a citywide branding and marketing campaign designed to attract both visitors and businesses to Glendale. A total of 19 firms responded to the Request for Qualifications (RFQ). Based on staff evaluation, the responses were narrowed to a list of four firms which best addressed the needs identified in the RFQ and demonstrated a level of experience, quality, and creativity sufficient to meet the needs of the Agency. The following is a listing of the firms selected for the short list: Ideaology - Marina Del Rey, CA Industrial Strength - Calabasas, CA North Star Destination Strategies - Nashville, TN Tribune Media Group Los Angeles - Los Angeles, CA The review committee, comprised of marketing professionals in the City, determined the campaign may require a two-phased approach to be most effective. A community branding and identity development would first need to be drafted before the marketing campaign and creative efforts could be implemented. Upon further discussion with local marketing specialists and as confirmed during the interview process, Glendale seems to be lacking a community brand or clear identity. As such, this is suggested to be the first and most important step in the citywide branding and marketing campaign. COMMIITEE RECOMMENDATION The review committee has determined that North Star Development Strategies has the best combination of brand development experience, marketing and research ability, and a superior quality product design process. North Star is a recognized branding company that has worked with over 100 communities throughout the country. The company's approach combines research, strategy, creativity, and action in the development of a community brand and identity. North Star's most recent clients include Providence, Rhode Island; Lancaster, California; and New Orleans, Louisiana. All of these communities have recently received positive recognition for their new brand and image as a result of North Star's efforts. Based on staff follow up, these communities stated their complete contentment with North Star and their ability to use the initial branding as a spring board for a wide range of marketing and promotional activities. It is the committee's belief that North Star could provide Glendale with an excellent community brand and identity.

3 Page 3 of6 As part of its proposal, North Star will provide Glendale with two important tools for the community branding and marketing campaign. North Star's "Brand Print" details the research findings and all creative deliverables for Glendale. The "Brand AMP" is a two year strategic marketing plan that North Star will prepare specifically for Glendale. Both of these are prepared and delivered during the initial phase. At the culmination of community branding, North Star will serve as the bridge from the marketing program to implementation to ensure a smooth and efficient transition. After two years, North Star will re-evaluate the "Brand AMP" and rate the brand and strategy to ensure its success for Glendale. This two-year evaluation coincides with the typical life of an advertising campaign. As needed, North Star will provide recommendations to update the strategy to ensure a continued successful campaign. Staff is recommending North Star Destination Strategies for the initial phase of the campaign. At the conclusion of the first phase, staff will evaluate the branding recommendations and pursue the selection of the most appropriate firm capable of implementing the program into an effective campaign strategy. CONCURRENT PROGRAMS The Downtown Glendale Merchants' Association (DGMA) is currently engaged in a program with the Fashion Institute of Design and Merchandising (FIDM) which includes a branding and marketing campaign focused solely on the downtown through the development of a logo and graphics. These efforts began in February 2009 as a partnership between the two groups. The branding and identity development that has been created by FIDM will be used and funded by the DGMA. The intent of this effort is to quickly implement the new brand and identity. Furthermore, the City will soon retain services of a qualified graphic design firms to prepare an environmental graphics manual, downtown parking sign program and downtown wayfinding program. The manual will be created to be used as a kit of parts, delineating standard colors, symbols, sizes and fonts for citywide signs. The downtown parking program will update the existing signage with new, consistent design standards, include informational and directions signs for city-owned parking lots and parking structures. The wayfinding program will direct visitors and locals from regional access points to the downtown, provide direction in and out of parking lots and structures, as well as direct to points of interest and regional transit routes Both the FIDM and environmental graphics efforts will work in tandem with the citywide marketing campaign. Staff will take the lead in coordinating consultant efforts to ensure that these programs compliment each other and run concurrently for efficient and effective results. FISCAL IMPACT The cost for the initial phase of the campaign is approximately $139,000.00; staff requests the inclusion of a 5% contingency in the amount of $7, An Agency resolution is necessary to transfer funds in the amount of $146, from the Agency undesignated fund balance (253.:00-240) to Economic Development - Contractual Services ( ) :

4 Page 4 of 6 BACKGROUND Buy GLENDALE In March 2009, at Agency direction, staff developed an outline for a Shop Local, Buy Glendale program. It was initially designed to be simple for immediate implementation but flexible to allow it to expand if beneficial. The purpose of the program was to help retain Glendale businesses and jobs by providing a promotional platform to drive more customers to stores and businesses. The theme of the campaign was designed to be two-fold in nature: public awareness to educate Glendale's resident and employee population on the importance of shopping locally, and marketing to promote businesses in Glendale. Staff from various City departments prepared a comprehensive marketing and promotional campaign to include a program logo and tagline, program specific website, television spot, press releases, theatre stills, light pole banners, direct mail materials, and print advertisements. Based on feedback from the groups involved, there seemed to be no clear consensus on the Buy Glendale campaign. The Agency suggested that the effort would be best served by retaining the services of a professional marketing firm. MARKETING SERVICES RFQ The primary intent of the Request for Qualifications (RFQ) was to prepare a promotional campaign to market Glendale broadly to attract new visitors to the City and to target business investment to the City. The scope of services requested included: 1) Evaluate city's image and theme; 2) Outline new marketing strategies in business attraction, business development, and public communication; 3) Promote the identity of neighborhood business districts as destinations; 4) Promote special events; and 5) Position Glendale as a premiere business destination. A total of 19 firms submitted a response to the RFQ. Based on staff evaluation, the responses were narrowed to a list of four firms which had responded to the needs identified in the RFQ and had a demonstrated level of experience, quality, and creativity sufficient to meet the needs of the Agency. Marketing professionals from Glendale businesses assisted staff in interviewing the top four firms to further evaluate the details of their proposals in terms of experience, final work products, timing, creativity and design concepts, and anticipated costs. These individuals included Senior Vice Presidents, Directors, Managers, and Executives from Glendale Arts, Glendale Chamber of Commerce, Glendale Galleria, Glendale Hilton, Huerta Quorum, Los Angeles Economic Development Corporation, and The Americana at Brand. The professionals were asked to provide input because of their valuable expertise in marketing and advertising, as well as a thorough knowledge of the City. At the conclusion of the interviews and the committee discussion, the committee determined that North Star Destination Strategies had the best combination of brand development experience, marketing and research ability, and a superior quality product design process.

Page 5 016 As suggested by the review committee, the campaign will require a two phased approach to be most successful.

5 Page As suggested by the review committee, the campaign will require a two phased approach to be most successful. PHASE 1 - BRANDING AND IDENTITY DEVELOPMENT The branding and identity development will set the framework and foundation for a comprehensive and long term marketing campaign. North Star anticipates this phase of the process to take approximately 25 weeks. This phase includes a research and a planning audit, consumer record collections, vision surveys, competitive economic opportunity analysis, community and stakeholder meetings, creative brief, and concepts development. A tentative timeline would begin the branding and identity development phase in January 2010 and conclude in June The community brand will be expressive of the City's existing commercial assets, such as the five Neighborhood Business Districts (NBDs), Brand Boulevard of Cars, and other prominent commercial corridors. These are the City's destination venues that are home to many businesses, events, and attractions that will benefit from a community brand. The brand, identity, logo, and tagline could ultimately be included in marketing efforts of the NBDs, Brand Boulevard of Cars, and other such programs and projects. Because the community brand is anticipated to be a distinctive City identity with a broad application, it can further be translated and carried throughout citywide programs and projects and used in a variety of media. As part of its proposal, North Star will provide Glendale with two important tools for the community branding and marketing campaign to be implemented in this phase. North Star's "Brand Print" details the research findings and all creative deliverables for Glendale. The ~ Brand Print" provides direction and ideas for bringing the community brand to life. The "Brand AMP" is a two year strategic marketing plan that North Star will prepare specifically for Glendale. The ~ Brand AMP" will address specific goals, strategies, and tactics; develop profiles of customers in the trade area; focus efforts and resources on the most effective and important strategies for launching the community brand; and build local commitment to the brand by involving organization and individuals. Both of these are prepared and delivered during the initial phase. At the culmination of community branding, North Star will serve as the bridge from the marketing program to implementation to ensure a smooth and efficient transition. After two years, North Star will re-evaluate the "Brand AMP" and rate the brand and strategy to ensure its success for Glendale. This two-year evaluation coincides with the typical life of an advertising campaign. As needed, North Star will provide recommendations to update the strategy to ensure a continued successful campaign. PHASE 2 - MARKETING PROGRAM AND IMPLEMENTATION After the development of a community brand and identity, a variety of firms, including those on the short list, can be selected to implement the marketing campaign which would begin at the culmination of the brand development and continue on an ongoing basis. Possible implementation strategies include social media and networking, promotion of events, television spots, radio advertising, and branding through environmental graphics. FASHION INSTITUTE OF DESIGN AND MERCHANDISING (FIDM) PROJECT The Fashion Institute of Design and Merchandising (FIDM) Project for the Downtown Glendale Merchants' Association (DGMA) is a program staff is currently implementing as part of the Mid-Brand efforts per Agency direction in November The program includes: consumer behavior survey of Downtown Glendale shoppers, diners, and daytime workforce; branding and marketing campaign for

Page 6 of 6 Downtown Glendale; and possibly visual merchandising program that can be used in conjunction with the City's Faltade Improvement Program.

6 Page 6 of 6 Downtown Glendale; and possibly visual merchandising program that can be used in conjunction with the City's Faltade Improvement Program. These efforts began in February 2009 with a survey to determine who and why people shop, dine, and visit Downtown Glendale. This information was used to develop a comprehensive branding and marketing campaign for the DGMA. Two FIDM classes in the Brand X Program presented over 30 presentations to the DGMA and staff. The DGMA has selected two student presentations to refine for branding and marketing purposes. The branding and identity development that has been created by FIDM will be used solely for DGMA's purposes and funded through the DGMA. Once the DGMA forms a Business Improvement District (BID) get formed in the downtown, the group may alter or request new logo development along with an enhanced marketing campaign. This effort will work in tandem with this citywide marketing effort. CITYWIDE ENVIRONMENTAL GRAPHICS A group comprised of representatives from Development Services, Planning, TrafficfTransportation, and Parking/Recreation was formed to solicit proposal from qualified environmental graphics design firms to prepare an environmental graphics manual, downtown parking sign program, and downtown way finding program. The manual will be created to be used as a kit of parts, delineating standard colors, symbols, sizes and fonts for parking, traffic, parks and creation and pedestrian signs citywide as well as print and digital media. The downtown parking program will update the existing signage with new, consistent design standards, include informational and directions signs for the pay-byspace meters, and overhaul the identity of the ten city-owned parking lots and the three city-owned parking structures (interior and exterior). The wayfinding program will direct visitors and locals from regional access points to the downtown, provide direction in and out of parking lots and structures, as well as direct to points of interest and regional transit routes. This effort will work in tandem with this citywide marketing effort, with City staff present on both teams. Consultants on both efforts will be coordinated to ensure that both tasks compliment each other and run concurrently for efficient and effective results. EXHIBITS None.

7 MOTION Moved by Agency Board member,, seconded by Agency Board member " that the proposal submitted by North Star Destination Strategies in amount not to exceed $146,000.00, to provide for a Citywide Branding and Marketing Campaign is hereby approved and accepted. The Executive Director is hereby authorized to execute a professional services agreement with North Star Destination Strategies in amount not to exceed $146,000.00, subject to approval by General Counsel- Redevelopment. Votes as follow: Ayes: Noes: Absent: Abstain: J;\HU,S\DOCHLfSIMTNII'SA - NU<th Sillf Oc..-1<It;oo Stral"wc'S Cilywidol'lrdllding min "1>(1 6 B 1

8 RESOLUTION NO. RESOLUTION OF THE GLENDALE REDEVELOPMENT AGENCY MAKING AN APPROPRIATION BE IT RESOLVED BY THE GLENDALE REDEVELOPMENT AGENCY: SECTION 1: That the sum of $146,000 is hereby appropriated andlor transferred from the following accounts: ACCOUNTS DESCRIPTION FROM TO GRA Central Project Area, Undesignated Fund Balance $146, GRA Central Project Area, Contractual Services $146,000 To provide funding for the Professional Services Agreement with North Star Destination Strategies for the Citywide Branding and Marketing Campaign. SECTION 2: The Director of Finance is authorized to make such other revisions, individual appropriation Hne ilems, changes in summaries, fund totals, grand totals, and other portions of the budget document as necessary to reflect and implement the changes specified in this resolution, and in full accordance to the direction provided by the Glendale Redevelopment Agency up until the adoption of this resolution. SECTION 3: The Secretary shall certify to the adoption of this Resolution. Adopted this, day of, =--, J8: ATIEST: Secretary =" STATE OF CALIFORNIA) COUNTY OF LOS ANGELES) SS CITY OF GLENDALE) Chairperson atyofclendale DATE I 0 - /<,1_ oj Oll "! APPROVED AS TO FINANCIAL PilOVJSlON FORI WI. mid. - DlrectoriFilllll1ce I, Ardashes Kassakhian, Secretary of the Glendale Redevelopment Agency, do hereby certify that the foregoing Resolution No. was adopted by the Glendale Redevelopment Agency of the City of Glendale, California, at a regular meeting held on the day of,2009, and that the same was adopted by the following vote: Ayes: Noes: Absen. A, Secretary 6 B 2

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