HomeMy WebLinkAbout03. CDC Northstar Branding Agmt
AGENDA MEMO
DATE:
July 13, 2010
TO:
Chairperson and Members of the Community Development Commission
FROM:
Office of the City Manager
By: Brian Saeki, Director of Community Development
SUBJECT: APPROVAL OF A PROFESSIONAL SERVICES AGREEMENT WITH
NORTHSTAR DESTINATION STRATEGIES FOR $97,000 FOR DESIGN
AND CONSULTING SERVICES FOR THE CITY BRANDING PROGRAM
RECOMMENDATION
That the Downey Community Development Commission approve a professional
services agreement with Northstar Destination Strategies for $97,000 and authorize the
Executive Director to execute a contract with Northstar.
BACKGROUND
On June 22, 2010 staff provided a report on a community branding program. As
mentioned in that report, staff worked with Downtown subcommittee members and
commission members Mario Guerra and Roger Brossmer and conducted a request-for-
proposal (RFP) process for consulting services to develop a branding program for the
Downey. Staff outreached to four firms to get proposals for the branding program. Staff
also interviewed two firms during the selection process. The proposal by Northstar
Destination Strategies was deemed by an internal review committee to be the most
responsive and responsible of the proposals. Listed below is a summary and recap of
the requirements in the RFP.
Research and analysis of Downey’s past and current identity.
A profile of who, historically, have been Downey’s key stakeholders, e.g.
residents, employees, businesses, and customers.
An evaluation of Downey’s current marketing and positioning efforts.
Research and analysis regarding who will be Downey’s stakeholders in the
future.
Research and analysis regarding what cities are Downey’s competitors and the
relative strengths and weaknesses of Downey versus its competitors.
Research and analysis regarding appropriate strategies for marketing and
positioning the City of Downey in the future.
Research and analysis of Downey’s key stakeholders, communication channels,
and opportunities.
The RFP requested several deliverables that staff would use, in conjunction with a
consultant, to implement a branding program for the community. The deliverables are,
at a minimum, the following:
CITY OF DOWNEY, CALIFORNIA