Memorandum

City of Lawrence

Douglas County

 

TO:

David L. Corliss

 

FROM:

Cynthia Wagner, Assistant City Manager

 

DATE:

January 9, 2013

 

RE:

Agreement Relating to Marketing Campaign to Attract and Retain Retirees

 

 

Please place the following item on the January 15 City Commission Consent agenda:

 

Authorize City Manager to enter into an agreement with the KERN group for a marketing campaign to attract and retain retirees in Lawrence and Douglas County.

 

One of the recommendations of the Retiree Attraction and Retention Task Force was to develop and implement a marketing plan and campaign.  It was recommended that such a plan would capitalize on the strengths of our community as outlined in the final report of the Task Force.

 

Last year, an RFP was developed seeking potential firms to provide this service.  Five firms responded and interviews were conducted.  The interview panel recommended further discussions with the KERN Group Inc. of Lawrence to provide this service.  This agency has provided an agreement which includes the following elements:

·         Title/Naming of Initiative

·         Logo Branding

·         Development of Creative Materials

·         Development of Sponsorship/Partner list for in-kind and financial support for actual campaign

·         Website development

·         Creation of branded brochure/sales kit

·         Development of a media plan

 

The total cost for the work outlined above is $34,500.  The City and County have agreed to share the costs of this initial work, with each providing $17,250. 

 

Implementation of the Media Plan is estimated between $60,000 and $80,000 annually, with much, if not all, of this cost coming from leveraged sponsorships/partnerships identified in the initial phases of the work. 

 

An agreement would be executed and managed by the City with significant input and involvement by Douglas County and Douglas County Senior Services, Inc.

 

Staff recommends that the City Commission authorize the city manager to enter into the agreements, with fifty percent (50%) of the funding for this project coming from Douglas County.  County consideration of expenditure for their portion of this project is planned for the January 16 Board of County Commissioners meeting.