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HomeMy WebLinkAbout02-251 Resolution No. 02-251 RESOLUTION AUTHORIZING EXECUTION OF AN AMENDMENT TO SERVICE AGREEMENT WITH THE ELGIN AREA CHAMBER OF COMMERCE FOR THE ELGIN IMAGE ENHANCEMENT CAMPAIGN BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF ELGIN, ILLINOIS, that Ed Schock, Mayor, and Dolonna Mecum, City Clerk, be and are hereby authorized and directed to execute an Amendment to Service Agreement on behalf of the City of Elgin with the Elgin Area Chamber of Commerce for the Elgin Image Enhancement Campaign, a copy of which is attached hereto and made a part hereof by reference . s/ Ed Schock Ed Schock, Mayor Presented: July 10, 2002 Adopted: July 10, 2002 Omnibus Vote : Yeas : 6 Nays : 0 Attest : s/ Dolonna Mecum Dolonna Mecum, City Clerk AMENDMENT TO SERVICE AGREEMENT THIS AMENDMENT AGREEMENT is made and entered into this ,2,t/,ol day of Zj j y , 2002 , by and between the CITY OF ELGIN, an Illinois municipal corporation, (hereinafter referred to as "City" ) and the ELGIN AREA CHAMBER OF COMMERCE, an Illinois not-for-profit corporation (hereinafter referred to as the "Chamber" ) . WHEREAS, the City and the Chamber entered into a Service Agreement dated February 18, 2002 (hereinafter referred to as the "Subject Service Agreement") ; and WHEREAS, the Subject Service Agreement provides in part for the Chamber to provide various services to the City including services referred to therein as enhancing the Elgin area initiatives; and WHEREAS, the enhancing the Elgin area initiatives include assisting the City in the completion of a marketing plan and implementing a marketing plan; and WHEREAS, the City and the Chamber have determined that it is necessary and desirable to amend their current service agreement to provide for additional services in connection with the Elgin Image Enhancement Campaign, such campaign intending to positively shift perceptions of residents, businesses and other selected targeted audience about the City of Elgin. NOW, THEREFORE, for and in consideration of the mutual undertakings herein, and the mutual undertakings as contained in the Subject Service Agreement between the City and the Chamber, and other good and valuable consideration, the receipt and sufficiency of which is hereby acknowledged, the parties hereto agree as follows : 1 . That the Subject Service Agreement between the City and the Chamber dated February 18, 2002 , be and is hereby amended by adding to Section 7 thereof a new Subparagraph d) to read as follows : "d) Complete Phase I of the Elgin Image Enhancement Campaign. An executive summary of the Elgin Image Enhancement Campaign is attached hereto as Exhibit A. A Project Schedule for the Elgin Image Enhancement Campaign revised June 10, 2002 is attached hereto as Exhibit B. The Phase I tasks for the Elgin Image Enhancement Campaign shall consist of those tasks in Exhibit B listed in the months of May 2002 through December 2002 . The Chamber shall cause the various projects tasks to be performed according to the schedule in Exhibit B. The Chamber shall provide the City a written report regarding the completion and effect of Phase I of the Elgin Image Enhancement Campaign on or before January 31, 2003 . The Chamber shall also make an in-person presentation to the City Council of the City regarding Phase I of the Elgin Image Enhancement Campaign at a time as requested by the City. For the services related to Phase I of the Elgin Image Enhancement Campaign the City shall pay to the Chamber the lump sum of $50, 000 for all fees, costs and expenses related thereto. Such payment shall be made by the City to the Chamber within thirty (30) days of the execution of this Amendment Agreement . " 2 . That except as expressly amended in this Amendment Agreement the Subject Service Agreement between the City and the Chamber dated February 18 , 2002 , shall remain in full force and effect . 3 . That in the event of any conflict between the terms of this Amendment Agreement and the terms of the Subject Service Agreement between the City and the Chamber, the terms of this Amendment Agreement shall control . IN WITNESS WHEREOF, the parties hereto have entered into and executed this Amendment Agreement on the date and year first written above . CITY OF ELGIN, a ELGIN AREA CHAMBER OF COMMERCE, municipal corporation a no -for-prof ' t corporation By '_�c By E Schock, Mayor o Nel on,! President Attest : 94/1444___ Mgewk/ City Clerk -w . F:\Legal Dept\Agreement\Chamber of Commerce Service Agr AC wpd 7/1/02 -2- EXHIBIT A ELGIN IMAGE ENHANCEMENT CAMPAIGN Executive Summary Provided by the Elgin Area Chamber of Commerce;and the Enhancing the Elgin Area Committee of the Challenge 21 Economic Development Initiative The Enhancing Elgin Area Committee is embarking on an ambitious multi-year program to positively shift perceptions of residents, businesses and other selected target audiences about this community. This is a totally unique, collaborative effort by city government, business organizations, institutions and agencies with a vested interest in promoting the assets of the Elgin area. The Mission Statement of the committee is "to promote community success through comprehensive, relevant activities designed to inform and engage targeted audiences in meaningful communications." The Elgin Area Chamber of Commerce launched this committee as part of Challenge 21, an area-wide economic development initiative to address specific needs in the community. The initiative began, in earnest, in January 2001 when representatives from a wide array of Elgin Area organizations and businesses convened to consider ways to improve the perception of our community. The need for such an initiative had been repeatedly identified as a major factor to continued economic growth by the business and community leaders who organized the Challenge 21 program. This opinion was reinforced through the Community 2000 opinion survey conducted by the city, a Courier-News reader survey, the Chamber of Commerce Business Retention Survey, and the Provena St. Joseph/Sherman Hospital Healthy Community survey—all of which stated that Elgin's"image" was a major problem. The surveys universally indicated that Elgin has many positive attributes and community assets. However, the surveys also indicated that Elgin residents continue to rank crime, schools and an expanding minority population as negative attributes. The committee believes that these are inaccurate perceptions and has decided to focus its efforts publicizing Elgin's community assets. As part of its work, the committee identified stakeholders to be targeted in the marketing campaign, and developed a list of the key assets to be aggressively communicated to those audiences. The promotable assets identified by the committee include Good Government; Sense of Community; Parks & Recreation; Culture — Symphony; Schools; Proximity to Chicago; Transportation/ Infrastructure; Downtown Revitalization; Fox River; Diversity; Entertainment — Grand Victoria; Hospitals; History; and Affordable Housing. The committee then identified three primary audiences at which to direct a targeted marketing campaign: Residents and Businesses in the Elgin Area (Internal); Residents and Businesses in the Northwest Chicago Suburbs (External); and Elgin Area Real Estate Agents and Commercial and Residential Developers. 111 The goal of the marketing campaign is ' "To develop a comprehensive marketing plan that reinforces community assets and counters negative perceptions of the community held by target audiences. Further, the plan must primarily establish and sustain a consistent positive image and theme for the community, and secondarily provide opportunities for affiliated organizations and institutions to link to, or adapt the focus of their own marketing efforts." The desired outcomes of the campaign were: 1) Improved perception and attitudes of the community by target audiences 2) Increased awareness of the assets and positive initiatives taking place within the community 3) Increased cooperation by affiliated organizations in presenting a consistent unified image of the community. The Enhancing Elgin Committee has since sent out a Request For Proposal to area marketing firms to develop this campaign, evaluated proposals from 14 respondents and selected Demi & Cooper of Elgin to develop the campaign. Although marketing campaigns come in all shapes and sizes depending on budgets and goals, the committee set an initial funding goal of $200,000 per year for a three-year program. The committee's goal was to create a public/private partnership to address this persistent and pervasive image problem that affects all who live, work or operate a business in the community. In order to begin the public fund raising activity Demi & Cooper needed to first develop some basic creative marketing themes and concepts to demonstrate to prospective investors. The $10,000 cost of development of was jointly funded by the city and Challenge 21 investors. Since then, the committee has obtained commitments of $215,000 from the following: City of Elgin; Elgin Community College; Elgin Financial Savings; Pulte Homes, Inc.; SBC/Ameritech; Elgin Area Chamber of Commerce /Challenge 21; Elgin School District U-46; and the Courier-News. Additional requests for funding are pending. Based on the available $215,000, -Demi & Cooper has proposed the following media placement schedule with justification for why the media were selected, who they reach, and how much it will cost. Due to the lack of an simple, cost-effective method to measure results, no plan is in place for formal periodic evaluation of campaign effectiveness; however, the committee will continue in its oversight role and will expect regular justification of media expenditures from the marketing firm. ELGIN IMAGE ENHANCEMENT CAMPAIGN Media Plan The attached media plan is just that, a plan. It is based on an initial budget of $200,000 per year. However, this budget is constantly changing based on contributions of both money and media space, so the plan too must constantly change. We believe that media plans must be effective in terms of both results and budgets. To achieve the goals outlined above, we must use the media that effectively reaches, on a consistent basis, those "opinion leaders" who are in our market. Since our market is somewhat geographic in nature (15 mile circle around Elgin), our media selection is also geographic. Both newspapers and outdoor (signage) allow us to target specifically those areas where our market lives and works. The Elgin Courier was selected because of its ability to deliver Elgin residents and businesses almost exclusively. The Daily Herald was selected because of its ability to deliver Elgin residents, as well as residents in the communities surrounding Elgin. Billboards located on roads leading into the city were selected to focus positive messages for both the residents of Elgin and the visitors of this city. Other billboards on nearby roads will be selected to reach people familiar with Elgin; however, this message will be aimed at giving them good reason to believe that Elgin is regaining its lofty status as a World-class City. Since education and housingplaysuch an important role in perceptions, we also selected p p p Chicago Parent (Kane, Cook, McHenry, and DuPage circulation), an upscale newspaper read by parents who are opinion leaders within their own communities. Finally, the Business Ledger was also selected as a way to target small to middle-sized businesses operating throughout the Fox Valley and DuPage corridor. While TV and radio must also be selected, these two media were left off the plan at this time in order to maintain consistency in our presentation. It would not suit our purposes to appear in one newspaper once or twice, then disappear. Our goal is to legitimize the stability of Elgin by also showing stability in what we do. And running a variety of ads in the same publications is one way to promote stability. IAs the budget changes, we will Zook to other media, including TV and radio, to present our messages. However, since our goal is also to make certain the work has a World-class appearance matching the city, special care must be given to production levels. Good TV and radio spots are not cheap to produce. Producing one good spot (especially TV) could eat up a large portion of the budget, leaving little for purchasing actual media space. Furthermore, presenting the benefits of Elgin requires visuals, and radio does not play to the visual sense. Therefore, radio can be utilized at a later date to promote events and happenings, rather than feelings and attitudes. The goals outlined above can definitely be reached. The key is that the work must be strong . and well-produced and the media buys must be targeted and consistent. We believe this plan will effectively put the right messages in front of the right people, all for the right cost. And we I believe our executions will present the positive attributes of Elgin in ways that will help people realize that Elgin is a great city accomplishing many great things. Media I Publication Into I Ma -02 June-02 July-02 August-02 Se tem }2 9`�w'"hv'4lTS'27 ,f' °"k' r .- `54_ rY March-03 April-03 Total E�`lq`Couriier h Daily d SSari 54461.54 $5,570.0 $4 461 54 54 $5,17690 P $4,461.54 $4,461.54 Nove$5,5 6 90 December-02 January-03 `Februa� 61.54 I $5,57 . 1�9 EI9in Co6.90 54,481.54 $57,999.92 Daily Herald Daily and Sun. $0.00 38,182.45 $8,182.45 $8,182.45 $8,182.45 $8,182.45 $8,18245 $8,182.45 $8,182.45 $90,008.95 Chloe oo Partin Monthly Publication $0.00 $0.00 $2,117.85 $2,117.65 $2,117.85 $2,117.65 $2,117.85 $2,117.65 $2,117.65 $2,117.85 82,117.85 $2,117.65 $21,178.50 The Business Bi-weekly Publication $0.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 $1,700.00 31,700.00 $18,700.00 The Voice Monthly $0.00 $175.00 $175.00 $175.00 $175.00 $175.00 $175.00 8175.00 $175.00 $175.00 $175.00 $175.00 $1,925.00 Billboards Monthly Contracts S0.00 $0.00 $1,035.00 $5,000.00 $5,000.00 $5,000.00 $5,000.00 $5.000.00 $5,000.00 ;5,000.00. $5,000.00 $5,000.00 $48.035.00 Radio WJKL Monthly $0.00 $0.00 $4,188.67 $4,166.67 $4,166.67 54,168.67 $4,166,67 $4,166.87 34,188.87 $4,166.87 $4,188.87 54,188.87 $41,866.70 Production E2168.75 40,000.00 $23000.00 E2,00000 a1,00000 $50000 E50000 E500.00 5500.00 E500.00 $50000 $0.00 $71166.75 " ( 5' 3"4' 4r, 74444,029 803 31 1 3,,:,8 i 7 TOTAL 06,630.29 $55,634-35 $44,638.31 $2891867� g26603.31 325303.31 E27,a16-67 $2630331 $26.303.31 26303-31� $2 4r66i $2560331� $3..657B 62 ®T ! • ® '�e • • ®®® • • •: •NTH LY PRICE F 1 I _1 i .. ... PF:. ++v.... y.i-4=7- ',7.R.!..`L®%�® • • asaf•Ls:s:L7•t7� lieleMetiltrann �2 MAY ���� ��® IJANUARY � I 'zf`="° .;:' '�" a +°f..`s 0.00 ui •, •• +' rEMEMEMEMESESEENEMMIM � Fite 4 Col Irrelflirlarril d �. �Zf�afl21 ��� � 9/23/2002� P�" � MEM �••'r 0.oa 1EI NQE 1700 00 ii," n ��l2n �1700 00 JIMIEMNIIMIN w 1�1 $0 00,.. 2 7Billboards .,.x�. �.._ le9u:.4rcub k'$"n gttm"„,-- Billboards -' . 5106.07f } _iI �T _ 0.00 ' s .®=® $4 667 '' 21,1111 60 Sec lIN 1 67 f Y11$100000 Production a5o000' 5Prod c- I� od ton " � s : ,zr3`' .. . d t3 ?o s S1 t ` a Y - sr � P w14 {. a i. ; 4. tw• ° 6 630.29 ' T� 31 ' 303.31" A , , �-7r Ti m l ya , g _ 1,{ 4 ¢ , v 6 �K , ' .h ^ cf a} :, ! Y q`y Y ; s .1 f" Ltt�k4 + E JUNE e i ®1� E $557690 OCTOBER ' ,'" $ �ri 1��txz c �� ' 4j" 1� � •.RITES � AL FEBRUARYZEEI , -... r F�axtakn�aaaamonth �1 nF rat"`4 �LalL1�1tR3•�•�uYWua� 0.00 �„" �WIW� lliiti 'iJLll'��rw�® 44 -... �•-�I�170L�LLL8W'�� • i �1� osnnoz I700.00 t torzv2oo2 $1 700.00 a H 6- �� t _ 5 8t a�,�G`4 S� Billboards ��ti'r�s ''"z • . .' aa�u�a�ut•;uu� 1 700.00 ii-,.i s t:" '. ''® 'Y . Billboards rZIM $4 000 9 Y Billboard 500000H Y Production �.1,�^„�•, Production rH _ _ of �� asoo 00 '� x°` + "• 'n- rr 7,,,,.,4..',,:.. - - .m 1 26 303.31 'i'LF 4h;n r ' 7.7®l Four times a mash ®NOVEMBERM,,,t razroca.!r® DULY . 1 l l' CTIT12 tie n 1 uE 5 1 ��MMLLi ©6I�7'I �r.�'�M'� E5576.90 4e i i tY' � a+ �l ,, ,a4 'y�r ?p -� 1035.000:1�' 4 Bill bawds -�a1' 500000, 'Billboama "•�$0s ,E4®_1!•`- 151 166 67 y I} , Radio ®INEM'��}A I =� s o00.00 o 4,0 P oduct on $23 000.00 4 i:,u P�n �® $500.00` Production® y q'4 r tyw -' ..- 7s 1, a"f. N ... ` r c^-r�._, EM asoo.00 RAUGUST ®�IELZ®�•'r]DECEMBE�RA s, .' r �, 7J if r 1 S_ '' u�il�+ ®1� IK mil _® MEETINTIMI r'"4'+0 °•FI �� 08/12/02 1 700.00 1 i:, I� _ r4+t f(1 F t4, .. .�aa r �•aa��••�,� St 700.00 l[ Il� � 0 d'r z P4 -16111T a1LfWi•LJIi]'�'I�"'.' IMMII LlEI d� 1�'�,'i 7[lt7tr-w.�omnrim®, ��� 4 .y r,,y27�}1 L e Ilboerds -�' $5 000.00 �' / i Billboards ® r r •y �� c, 1 5 000... Billboards _���s of aiIMI k „��k Production $2 000 00 Y',�Y w Production 1ra'"!s ^BdjY' ,�-A 'T,..� . w "`�,- ,� 7�.,_°!»'.tl•,��. ® 5500.00 Production -- E000 ,',..,,A..,,,, .. ... 0, ,t, ,'"4,4,1 r C`v*6 ., ;'"�^s 4.':��: x ,",' a1 : z.:4�',�.+1 ,ap .a r r 918 67 �, r,..., 26303.31 'y m "" • �' a i` iP .0 Uy0a rth Ai .: 4-Month Totals #�# 828.80 4-Month Totals Vy ew�� w��.tl I 4##wr tr#x.. • Revised 6/10/02 - -- - - Grand Total #747.-#44/4####y4 Committee of the Whole April 24 , 2002 Page 4 Presentation by the Elgin Area Chamber of Commerce Updating the Elgin Image Campaign A representative from the Enhancing Elgin Area Committee of the Chamber of Commerce gave a brief history of the proposed program to positively shift perceptions of residents, businesses and other selected target audiences about this community. The many surveys that have been conducted in recent years indicate Elgin has many positive aspects . However, residents continue to focus on the negative perceptions about crime, schools, and expanding minority population. This campaign is designed to focus on the positive . The desired outcomes are improved perception and attitudes of the community; increased awareness of the assets and positive initiatives taking place within the community; and increased cooperation by affiliated organizations in presenting a consistent unified image of the community. The advertising firm of Demi and Cooper was selected for the campaign, and their representative outlined the planned strategy and plan. They want to begin with directing the messages to residents and businesses within the City, then proceed with residents and businesses in the Northwest Chicago Suburbs, and finally with Elgin Area Real Estate agents and commercial and residential developers . The Chamber is asking the Council to authorize staff to move forward and to approve funding in the amount of $100 , 000 for the year 2002 or a six-month contract of $50 , 000 in 2002 and $100, 000 in 2003 Councilmember Wasilowski made a motion, seconded by Councilmember Yearman, directing staff to prepare a contract for the proposed ad campaign committing not less than $50 , 000 for the six-month period beginning in June . Upon a roll call vote : Yeas : Councilmembers Figueroa, Gilliam, Munson, Walters, Wasilowski, Yearman and Mayor Schock. Nays : None . Adiournment Councilmember Gilliam made a motion, seconded by Councilmember Figueroa, to adjourn and go into Executive Session for the purpose of discussing the following matters . Upon a roll call vote : Yeas : Councilmembers Figueroa, Gilliam, Munson, Walters, Wasilowski, Yearman and Mayor Schock. Nays : None . Purchase or Lease of Real Property for the Use of the Public Body - Exempt Under Section 120/2 (c) (5) of the Open Meetings Act