HomeMy WebLinkAboutItem 06 Approval of the Scope of Services for for the City's 100-Year Anniversary
City of Ocoee ▪ 1 N. Bluford Avenue ▪ Ocoee, Florida 34761
Phone: (407) 905-3100 ▪ www.ocoee.org
STAFF REPORT
Meeting Date: August 20, 2024
Item #: 6
Contact Name: Doug Gaines Department Director: Doug Gaines
Contact Number: Ext. 1503 City Manager: Robert Frank
Subject: Approval of the Scope of Services for the Marketing and Graphics Firms for the City
of Ocoee's 100-Year Anniversary. (Acting Support Services Director Gaines)
Background Summary: At the July 16, 2024, Regular City Commission meeting, City Staff provided an
overview of events for a yearlong City-sponsored celebration for Ocoee's 100-Year Anniversary as a city. It is
necessary to begin the marketing and branding campaign preparations now in order to adhere to the
aggressive events schedule. The Commission discussed waiving the procurement policy for a not-to-exceed
amount of $60,000 towards marketing and branding of events and further directed staff to bring back a Scope
of Services for the marketing and graphics design firms. The City solicited quotes from several firms. Following
a review of the responses, City Staff has determined the responses from both Crabtree Ink Creative and
BeatCreative Marketing are the most responsive and have selected to use their services. Additionally, both
firms have a history of providing quality services to the City. Crabtree Ink., designed the City's current logo for
both the City and CRA, and BeatCreative has a long history of providing marketing for both the Ocoee Music
Festival and the State of the City address. All responses are attached.
a) Staff is recommending the City Commission formally approve the waiver to the procurement policy and
direct staff to utilize the services of Crabtree Ink Creative for the following services:
• 100-Year Logo for the City of Ocoee
• Style and Campaign Guide
• Celebration Pole Banner Signs
• T-Shirt Design for Celebration
• 100-Year Celebration Collectible Poster
b) Staff is recommending the City Commission formally approve the waiver to the procurement policy and
direct staff to utilize the services of BeatCreative Marketing for the following services:
• Social Media and Campaign Development
• Social Media Video & Photoshoot with Community Partnership
• Social Media Campaign On-Going (6 months total)
• Social Media Video & Photoshoot with Community Partnership On-Going (6 months total)
City of Ocoee ▪ 1 N. Bluford Avenue ▪ Ocoee, Florida 34761
Phone: (407) 905-3100 ▪ www.ocoee.org
Issue:
Should the Honorable Mayor and City Commissioners a) formally approve the Scope of Services for Crabtree
Ink Creative and waive the procurement policy at a cost not-to-exceed $25,000 for the City of Ocoee's 100-
Year Anniversary and b) formally approve the Scope of Services for BeatCreative Marketing and waive the
procurement policy at a cost not-to-exceed $35,000 for the City of Ocoee's 100-Year Anniversary?
Recommendations:
Staff recommends that the Honorable Mayor and City Commissioners a) formally approve the Scope of
Services for Crabtree Ink Creative and waive the procurement policy at a cost not-to-exceed $25,000 for the
City of Ocoee's 100-Year Anniversary and b) formally approve the Scope of Services for BeatCreative
Marketing and waive the procurement requirements at a cost not-to-exceed $35,000 for the City of Ocoee's
100-Year Anniversary. Staff also recommends the City Manager be authorized to approve change orders to
these purchase orders up to the limit of his purchasing authority and up to the budgeted amount.
Attachments:
1. Scope of Services - Marketing and Social Media FINAL
2. Crabtree Ink Creative
3. City of Ocoee 100 Year Quote - BeatCreative Marketing
Financial Impacts:
The marketing and graphics firms will have a total not-to-exceed amount of $60,000.00
Type of Item: Consent
SCOPE OF SERVICES
Graphic Design, Marketing & Social Media
Campaign
PROJECT NAME City of Ocoee 100 Year Anniversary Celebration
COMPANY NAME City of Ocoee Government
POINT OF CONTACT Community Relations
PHONE 407-905-3100
EMAIL jwright@ocoee.org
COMPANY MAILING ADDRESS 1 North Bluford Avenue, Ocoee, FL 34761
PROJECT LOCATION United States
DATE 6/27/24
SCOPE OF WORK
The City of Ocoee will celebrate its 100 Year Anniversary on May 13, 2025. The centennial celebration will kick
off in January 2025. To mark this milestone occasion, the city will use special events, digital platforms and
marketing tools to maximize engagement with the community. Events and activities will occur on or near the
city’s anniversary in May 2025, however the centennial will be integrated in the city’s events, activities and
programs throughout the calendar year. Themes will highlight the city’s past, present and vision for the next
100 years. All outreach and historical materials will be inclusive and representative of the city’s diverse
community.
General Project Scope
It is the intent of these specifications to describe the elements of the City of Ocoee’s 100th Anniversary
Marketing and Social Media Campaign.
•Centennial Logo and Graphic Design
•Centennial Marketing Campaign, Social Media Plan and Video Production
Summary of the Elements
Centennial Logo, Style Guide, Templates
1.Graphic design firm will be responsible for creating a 100 Year Anniversary logo with multiple formats
and layouts for reproduction on: t-shirts, promotional items, pole banners, collectible art poster,
website and city letterhead and other city templates. Develop a centennial style guide with use
specifications, designs for updated communications templates (e.g., city letterhead, PowerPoint
presentation, website)that build on the city’s existing templates and incorporate the 100 Year
Anniversary theme. Develop campaign vision with sample layouts showing how colors, layout and
imagery will be used throughout the centennial celebration. Documentation will be
developed digitally in the form of a PDF, that can be shared with approved city vendors.
2.Marketing Campaign, Social Media Plan and Video Production
Marketing and social media firm will be responsible for executing a comprehensive research-based
centennial marketing campaign that includes the creative development of the 100 Year kick-off
campaign in January 2025. Coordinate a social media strategy to raise awareness of the 100 Year
Anniversary utilizing strategic creative assets. The marketing consultant should have comprehensive
knowledge of Ocoee and the surrounding West Orange County communities to build community
partnerships that will elevate awareness and participation in the city’s centennial activities and
celebrations. A social media plan will include a minimum of ten static posts and two reels each month
on the city’s social media platforms. An ongoing social media campaign will include photo shoots and
development a social media content calendar that is themed and inclusive of the city’s signature
events including the Ocoee Music Festival and other signature city events. The video will include the
narrative, film, edit and produce historical videos for the 100 Year Anniversary. Video production will
require research and interviews, capturing new footage, using existing video footage, historically
archived photos and stock footage. The city is seeking to develop one engaging and informative
centennial video that chronicles the city’s rich history and promotes awareness of the city’s
accomplishments made over the past 100 years and vision for the future. The goal of the social media
reels and video is to generate excitement around the city’s milestone celebrations, educate viewers
about the city’s mission, services and programs.
PROJECT DELIVERABLES
Centennial Logo and Graphic Design
•Create a 100 Year Anniversary logo
•Style and campaign guide
•Three designs for pole banners
•T-shirt and promotional products artwork
•Collectable poster
Marketing Campaign, Social Media Plan and Video Production
•Collaborate with staff to develop content for the 100 Year kick-off marketing campaign from January
2025 – June 2025
•Develop ongoing social media plan to include10 static posts per month and two reels per month
•Produce content and shoot one 5 minute 100 Year Anniversary video
•Develop detailed social media content calendar
•Work with West Orange County community partners to include them in social media and videos
capturing their testimonials and 100 Year congratulatory messages
DELIVERY DATE GRAPHIC DESIGN TASK
07/31/24 Drafts of Centennial Logo concept and design
08/29/24 Final Centennial logo and all graphic design elements
DELIVERY DATE MARKETING, SOCIAL MEDIA, VIDEO PRODUCTION
07/31/24 Drafts of marketing, social media, video production storyline
08/29/24 Final marketing campaign and social media plan
ESTIMATED COST
EXPENSE DESCRIPTION COST
Not to exceed
$60,000 $
$
$
$
$
TOTAL $ -
APPROVAL & COMMENTS
PROJECT OWNER Community Relations
SIGNATURE
DATE
PROJECT MANAGER Joy Wright
SIGNATURE
DATE
COMMENTS
From: Andy Crabtree <andy@crabtreeink.com>
Sent: Tuesday, June 4, 2024 7:42 PM
To: Wright, Joy <JWright@ocoee.org>
Subject: 100 Celebration pricing
Hello Joy,
Thank you again for taking the time to talk me through the Ocoee 100 Celebration. Wow, it's going to be a
great event and I'm excited to have the opportunity to bid on it. :)
Below are some thoughts and pricing, on how I see it all coming together. As mentioned, these are high-end
thoughts and can be narrowed down when the time comes. Plus we can add more to it, so let me know if I
missed anything.
Thank you again and let me know if you have any questions.
__
100 Celebration Logo for City of Ocoee
Develop new celebration logo for the City of Ocoee, that encompasses 100 years. Five initial designs will be
developed for review. With feedback from the client, a final design will be selected and edited (as needed)
for final usage. Final design will include multiple layouts including but not limited to: horizontal, vertical,
round badge, full color and one color each. In addition, all designs will be delivered in multiple formats for
reproduction.
$5500
Style and Campaign guide
Develop campaign vision with sample layouts showing how colors, layout and imagery will be used
throughout the celebration. Documentation will be developed digitally in the form of a PDF, that can be
shared with approved vendors.
$3500
Celebration Pole Banner signs
Develop 3 distinct designs for pole banners, in different target areas within the city. Does not include
production of banners. Specs TBD.
Design only $2500
T-shirt design for Celebration
Develop Illustrative t-shirt design based on a 100 year celebration that incorporates the vision of the city.
"The next 100 years'.
T-shirt printing (production no included) but can be priced and managed based on quantities needed.
Design only $1000
100 Year Celebration Collectable poster
Develop and illustrate unique collectable poster to celebrate 100 years. Includes illustration and doesn't
include production, however printing can be handled if needed. Posters can also be numbered and signed
in limited qtys if needed. The artwork can be used for other items such as stickers, greeting cards, cups,
hats, etc.
Design only $3500
Assist with promotional items/merchandise:
Source, order and manage products for the city such as merchandise, tumblers, stickers, flags,
hats, pillows, etc. We have experience with this, so we can help source and locate products for
you.
Price TBD based on what is needed
Social media and videos
We can help develop social media calendar, along with creating content and manage/art direct
video shoots for campaign. Basically we can handle this for you, and provide finished content for
your team to post.
Price TBD based on what is needed.
Andy Crabtree I Principal
Crabtree Ink Creative
407.538.8325
P.O. Box 770368
Winter Garden, Fl 34777
https://link.edgepilot.com/s/6229bb42/PLOdRbfd_E_fWGmDlMR4MQ?u=http://www.crabtreeink.com/
City of Ocoee 100 Year Anniversary
January 2025 –June 2025
Centennial marketing campaign and social media plan
Production of Centennial videos to air on social media and Ocoee TV
Quote is based on the assumption that posting will be on the City of Ocoee FB and IG pages
MONTH SERVICE DESCRIPTION COST
JANUARY 2025
Kick-off month
SOCIAL MEDIA AND CAMPAIGN DEVELOPMENT
Campaign kick-off -creative development of 100 year
anniversary campaign materials.
Includes development of social media strategy plan and
campaign creative and social media development and posting
to include:
10 static posts for the month
2 reels for the month
SOCIAL MEDIA VIDEO &PHOTOSHOOT WITH
COMMUNITY PARTNERSHIP
January social media video production of Centennial videos.
1st of 6 photo/video shoots
Amplification and sharing each month on all local FB and
social media groups such as West Orange Chamber,Healthy
West Orange,We are Ocoee,Discover Ocoee,We are Winter
Garden and Windermere Community.
$2,750
FEBRUARY
2025
SOCIAL MEDIA CAMPAIGN ON-GOING
Maintain Plan content calendar provided in strategy plan
inclusive of social media development and posting to
include:8 static posts for the month,2 reels for the month
SOCIAL MEDIA VIDEO &PHOTOSHOOT WITH
COMMUNITY PARTNERSHIP
February social media video production of Centennial videos.
2nd of 6 photo/video shoots
$2,050
MARCH 2025 SOCIAL MEDIA CAMPAIGN ON-GOING
Collaborate with OMF event Plan -content calendar provided
in strategy plan inclusive social media development and
$2,050
posting of:8 static posts for the month,2 reels for the month,
Add 3 additional shared posts with OMF,Along with 1
additional reel with OMF.
SOCIAL MEDIA VIDEO &PHOTOSHOOT WITH
COMMUNITY PARTNERSHIP
March social media video production of Centennial videos.
3rd of 6 photo/video shoots
APRIL 2025 SOCIAL MEDIA CAMPAIGN ON-GOING
Collaborate with OMF event Plan -content calendar provided
in strategy plan inclusive social media development and
posting of:8 static posts for the month,2 reels for the month,
Add 4 additional shared posts with OMF (2 pre and 2 post
event),Add 2 additional reels with OMF.
SOCIAL MEDIA VIDEO &PHOTOSHOOT WITH
COMMUNITY PARTNERSHIP
April social media video production of Centennial videos.
4th of 6 photo/video shoots
$2,050
MAY 2025 SOCIAL MEDIA CAMPAIGN ON-GOING
Maintain Plan content calendar provided in strategy plan
inclusive of social media development and posting to
include:8 static posts for the month and 2 reels for the month.
SOCIAL MEDIA VIDEO &PHOTOSHOOT WITH
COMMUNITY PARTNERSHIP
May social media video production of Centennial videos.
5th of 6 photo/video shoots
$2,050
JUNE 2025 SOCIAL MEDIA CAMPAIGN ON-GOING
Final month wrap-up Plan content calendar provided in
strategy plan inclusive of social media development and
posting to include:10 static posts for the month and 2 reels
for the month.
SOCIAL MEDIA VIDEO &PHOTOSHOOT WITH
COMMUNITY PARTNERSHIP
June social media video production of Centennial videos.
6th of 6 photo/video shoots
$2,050
TOTAL $13,000
***Add-Ons for specific events -Other than the OMF other events that may be planned will get their own
set of marketing posts.$300 per event campaign
●3 static posts per event
●1 reel per event