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HomeMy WebLinkAbout2009-03-19 - Public Information-Technology Committee Meeting Agenda Packet Yorba Linda Water District PUBLIC INFORMATION-TECHNOLOGY COMMITTEE MEETING Thursday, March 19, 4:00 p.m. 1717 E. Miraloma Avenue, Placentia, CA 92870 - Tel: (714) 701-3020 AGENDA COMMITTEE STAFF Director Ric Collett, Chair Pat Grady, Assistant General Manager Director Michael J. Beverage Cindy Botts, Management Analyst PUBLIC COMMENTS Any individual wishing to address the committee is requested to identify themselves and state the matter on which they wish to comment. If the matter is on this agenda, the committee Chair will recognize the individual for their comment when the item is considered. No action will be taken on matters not listed on this agenda. Comments are limited to matters of public interest and matters within the jurisdiction of the Water District. Comments are limited to five minutes. ACTION ITEMS This portion of the agenda is for items where staff presentations and committee discussions are needed prior to formal committee action. 1. Water Conservation Ordinance Implementation Plan Recommendation: That the Committee recommend the Board of Directors approve the conservation ordinance implementation plan and budget as developed by staff. 2. 2009 Newsletter Campaign Recommendation: That the Committee approve and select Avant-Garde, Inc. for a series of two newsletters, after which time the Committee will reassess both proposals for an extended contract. DISCUSSION ITEMS This portion of the agenda is for matters such as technical presentations, drafts of proposed policies or similar items for which staff is seeking the advice and counsel of the Committee members. This portion of the agenda may also include items for information only. 3. Update on Current Public Relations Activities a. Billing Change Insert b. Annual Report on CD Proposal C. Recent Media Interviews and Public Education Events d. Recent Toilet Scam - "Re-Green" 1 4. Update on New Financial and Utility Billing Software 5. Update on Electronic Imaging and Agenda Automation Software ADJOURNMENT The next regularly scheduled meeting of the Public Information-Technology Committee will be held May 5, 2009 at 4:00 p.m. Items Distributed to the Committee Less Than 72 Hours Prior to the Meeting Pursuant to Government Code section 54957.5, non-exempt public records that relate to open session agenda items and are distributed to the Committee less than seventy-two (72) hours prior to the meeting will be available for public inspection in the lobby of the District's business office located at 1717 E. Miraloma Avenue, Placentia, CA 92870, during regular business hours. When practical, these public records will also be made available on the District's internist website accessible at http://www.ylwd.com/. Accommodations for the Disabled Any person may make a request for a disability-related modification or accommodation needed for that person to be able to participate in the public meeting by telephoning the Executive Secretary at 714-701-3020, or writing to Yorba Linda Water District, P.O. Box 309, Yorba Linda, CA 92885-0309. Requests must specify the nature of the disability and the type of accommodation requested. A telephone number or other contact information should be included so the District staff may discuss appropriate arrangements. Persons requesting a disability-related accommodation should make the request with adequate time before the meeting for the District to provide the requested accommodation. 2 ITEM NO. AGENDA REPORT Committee Meeting Date: March 17, 2009 To: Public Information- Technology Committee From: Pat Grady, Assistant General Manager Staff Contact: Cindy Botts, Management Analyst Reviewed by General Counsel: N/A Budgeted: N/A Total Budget: Funding Source: N/A CEQA Account No: 124580 Job No: Compliance: N/A Estimated Costs: $ 9,888 Dept: Subject: 2009 Newsletter Campaign SUMMARY: Staff has requested proposals for the development of Yorba Linda Water District's quarterly newsletter for quarterly newsletters from Laer Pearce & Associates and Avant-Garde, Inc. DISCUSSION: The District has worked with Laer Pearce & Associates previously, and they also created the last newsletter sent to customers in October 2008. The District has not previously worked with Avant-Garde, Inc. They were introduced to the District through the General Manager, who met the Marketing Director of the company at an American Society of Civil Engineering (ACSE) meeting on the recent fires. The Marketing Director lives in Yorba Linda and is familiar with the District's past communication efforts. Both Laer Pearce & Associates and Avant-Garde, Inc. submitted quotes for newsletter development for two newsletters (Spring and Summer) and four newsletters (Spring, Summer, Fall & Winter). The proposal submitted by Laer Pearce & Associates includes use of the design that they have proprietary ownership, which the Committee approved on August 5, 2008. The bid provided by Avante-Garde includes both the creation of a new, but similar design, and full surrendering of the design component of the newsletter if the District were to change designers. Printing is not included in either proposal. The following is a breakdown of the two proposals: Avant-Garde 2 Newsletters $ 9,600 4 Newsletters $18,400 Laer Pearce & Associates 2 Newsletters $10,200 4 Newsletters $20,400 STAFF RECOMENDATION: That the Committee approve and select Avant-Garde, Inc. for a series of two newsletters, after which time, the Committee will reassess both proposals for an extended contract. ® Cost Summary A Cost- 'ffective ` Solution I I The vit18 is a rccol t# endafion for pt6fessiptlpl semicesforl'orbaLinda Watc Disrcict. All costsinclude necessary face-to tacoKings, photo manipulation ad creation graphic elementti Eilr preparation, project coordination, QA/QC,conceptuals, design and layout. Items 44 i ~ not incl uded are packaging, shipping, postage and media buts:' COMPETITIVE POSITION & FUTURE" COMIMITME\T We are very excited for this opportunity to provide a recommendation for Yorba Linda Water District. The following details specific requests from the District. The next page details On-Call Services options if needed. Nc~yhle° ;e r Ca1ronFs,tigrn The following estimates are based on a per piece for the Yorba Linda Water Distirct newsletter "Waterlines." A new template will be created to support and enhance the District's brand, message and goals. Services include: Content development, research, writing, editing, graphic design, photo acquisition and manipulation, print management and qualtity control/assurance: Newsletter Development 1 $5,000 Newsletter Development 2 $9,600 Newsletter Development 4 $18,400 Bill Stuffer Development 4 $4,000 11" x 17", Full-Color, 2-Sided 100# Gloss Book 10,000 $1,735 11" x 17", Full-Color, 2-Sided 100# Gloss Book 15,000 $1,935 8.5" x 3.66', Full-Color, 2-Sided 100# Gloss Cover 10,000 $596 8.5" x 3.66", Full-Color, 2-Sided 100# Gloss Cover 15,000 $795 I A three percent (3%) fee will be applied to the final budget to cover administrative services such as monthly invoices, electronic file perparation and delivery, and the delivery of Distric-approved products to appropriate meda contacts. 26 v jl~ • Campaign Concept and Development (Message Development, Branding, Strategic Planning) • Community Outreach (Research, Polling, POC, Intercept Surveys, Event Attendance, Education) • Creative Services (Graphic Design, Web Design/Development, Copywriting, Photography) • Media Relations: (Campaign Concept and Development, Media Pitching, Interview Training & Prep) • Public Affairs: (Campaign Concept and Development, Public Affairs Outreach, Media Coordination) • News Announcements: (Service Enhancements, Corporate/Internal Announcements, New Programs) • Editorial Calendars Opportunities - Counsel, Support and Outreach • Industry Awards / Conferences - Counsel, Support and Outreach • Industry Trends / New Corporate Initiatives - Research, Counsel and Initial Recommendations • Crisis Communication Counsel and Strategy 9.•uo, r,i k,i 1st n,, L to l. To deliver the scope of services noted above, Agency Averages 100 Hours Per Month; $10,000 - 12,000. Scope of services can be minimized to fit the District's direct needs. +.kI I I I t 1 I N uA I, i N i( x I{ f I N}II p1., skiI , -~Ii t .I I1-~~IV Crisis CA)mmunlcations Program - A crisis communications program that identifies a plan for The Yorba Linda Water District to respond to crisis issues involving service performance issues, responses to consumer claims and personal company issues involving finances, etc can be created and implemented outside of the scope of services. O~I-(~aad& :~-~.I.~„a~~ P[ 9tylll'0 1 til.~_ i It~!Iir, Creative Director $125 Public Relations Lead $125 Multi-Lingual Specialist $125 Broadcast Director $130 Marketing Specialist $95 Copywriter $95 Lead Graphic Designer $105 Graphic Designer $85 Web Designer $105 Photographer $75 Administraive $45 LAER VIARC E & Associates Consultants in Strategic Communications MEMORANDUM To: Ken Vecchiarelli, Yorba Linda Water District From: Ben Boyce, Laer Pearce & Associates RE: Waterlines and Bill Stuffier Estimate Date: March 4, 2009 Building upon the successful reception of the fall 2008 Waterlines newsletter prepared by Laer Pearce & Associates, the following estimate outlines agency fees and vendor costs for LP&A to continue producing the quarterly newsletter two additional times during the 2008-2009 fiscal year, as well as produce four monthly bill stuffers during that period to reinforce the District's messages on a more frequent basis. Research has shown that customer newsletters and bill stuffers are the main communication vehicles between a water provider and its customers, so it is important to employ a cohesive message and brand across both to maximize their effectiveness. We recommend distributing newsletters in April (Spring) and July (Summer), with bill stuffers produced monthly between April and July. We look forward to the prospect of helping YLWD maximize the value of these tools as it addresses the likely challenges in the coming year. PROGRAM ESThMATE Quarterly Drafting content and managing design of two quarterly Customer customer newsletters, utilizing template created in Newsletter earlier efforts. Does not include printing and distribution. Agency Fees $8,000 Design Vendor 2,000 Bill Stuffers Preparing content and managing design of four monthly bill stuffers. Does not include printing and distribution. Agency Fees 3,000 Design Vendor 1,000 Expenses Reporting, copies, deliveries, etc. Two percent of fees. 220 #818.- LP&A requests a deposit of $3,000 (to cover vendor costs) before initiating work, which will be applied toward future invoices. 22892 Mill Creek Dr., Laguna Hills, CA 92653 ► 949.599.1212 ► www.laer.com Laer Pearce & Associates Waterlines/Bill Stuffer Estimate March 4, 2009 Contracting - A signed contract must be in place before work is initiated. Invoicing and Reporting- You will be invoiced on or about the first of each month for the services provided in the previous month. Expense and vendor bills may be billed at any time. Detailed reports on our activities on your behalf will accompany the invoicing. Charges will be based on the following rates: Principal $350 to $400 Vice President $190 to $280 Senior Associate $165 to $190 Associate $95 to $160 Junior Associate $50 to $95 NOTE: Laer Pearce bills at $400 an hour for strategic and crisis work; all his other billings are at $350 an hour. Each associates bills at a set rate within his or herjob title, depending on his or her level of experience. Corporate billing rates and ranges are fixed for one year from the date of contracting, but associates' billing rates may move within their job title range at any time. Buy-outs and Expenses -Any buy-outs, such as printing, will be billed at our cost plus 17.65 percent (15 percent of the gross). Buy-outs in addition to this proposal and in excess of $200 will be estimated in advance for your approval. Full payment for vendor buyouts is required upon placement of each order, or COD. Expenses are billed at two percent of agency fees, and cover black and white copies at 10 cents each, color copies at $1.00 each, telefax transmissions at $1.00 per page plus phone charges, and other expenses, such as long distance telephone calls, travel and postage, at cost. Because we bill for our time to drive to meetings, we do not bill for mileage. Invoicing and Payment - Laer Pearce & Associates requires a deposit of $3,000 to cover anticipated vendor fees to begin work, which will be applied toward future invoices. Thereafter, you will be billed for agency fees at the first of each month for the services and expenses of the previous month. Payment for these invoices is due in 30 days promptly. Staffing - In the event that you are dissatisfied with the work of any of our staff members, you may request that they be removed from the account and we will endeavor to fulfill your request. Indemnification - If we are asked to provide assistance with the public dissemination of information (i.e., press releases, brochures and similar materials), they will be submitted to you for approval before distribution. By approving all such materials, you agree to hold us, our employees, agents and representatives harmless, and to defend us at your expense against any claim of damage which may Laer Pearce & Associates Waterlines/Bill Stuffer Estimate March 4, 2009 be made as a result of our dissemination of approved materials on your behalf, or as a result of Leer Pearce & Associates working in your behalf. Confidentiality- Laer Pearce & Associates takes a number of steps to assure that your proprietary information is protected within and outside the office. Our staff is taught, and periodically reminded, to protect confidential information. We will sign confidentiality agreements if you require it. Agency-You agree that we serve as your agent only, and are not responsible for charges incurred on your behalf with your approval. As your agent, our books relative to your account are open to you for review at any reasonable time during normal business hours. Prohibited Services - You agree not to request services from Laer Pearce & Associates that are in violation of any U.S. or California law, or that violate the Code of Professional Standards of the Public Relations Society of America. Signature Please indicate your approval by signing and returning one copy. Your signature gives Laer Pearce & Associates the authority to undertake the work described in this estimate and to bill in accordance with the terms stated. Your signature also indicates your acceptance of all costs, terms and provisions of this estimate. In the event that any disagreement regarding this project affects timely payment of our invoices, you agree by your signature below to settlement by arbitration under the rules of the American Arbitration Association, and according to the laws of, and in the forum of, Orange County, California. Name Date Ken Vecchiarelli, General Manager Yorba Linda Water District LAER `?EARL E & Associates Consultants in Strategic Communications MEMORANDUM To: Ken Vecchiarelli, Yorba Linda Water District From: Ben Boyce, Laer Pearce & Associates RE: Waterlines and Bill Stuffier Estimate Date: March 4, 2009 Building upon the successful reception of the fall 2008 Waterlines newsletter prepared by Laer Pearce & Associates, the following estimate outlines agency fees and vendor costs for LP&A to continue producing the quarterly newsletter four additional times during the 2009 calendar year, as well as produce 12 monthly bill stuffers to reinforce the District's messages on a more frequent basis. Research has shown that customer newsletters and bill stuffers are the main communication vehicles between a water provider and its customers, so it is important to employ a cohesive message and brand across both to maximize their effectiveness. We recommend distributing newsletters in April (Spring), July (Summer), October (Fall) and January (Winter), which would provide the opportunity for targeted messages leading into each season. Bill stuffers would be produced monthly. We look forward to the prospect of helping YLWD maximize the value of these tools as it addresses the likely challenges in the coming year. PROGRAM ESI I MATE IT ; 1.1 Quarterly Drafting content and managing design of four quarterly Customer customer newsletters, utilizing template created in Newsletter earlier efforts. Does not include printing and distribution. Agency Fees 16,000 Design Vendor 4,000 Bill Stuffers Preparing content and managing design of 12 monthly bill stuffers. Does not include printing and distribution. Agency Fees 9,000 Design Vendor 3,000 Ecopies, deliveries, etc. Two percent of fees. 640 NVIV.• LP&A requests a deposit of $7,000 (to cover vendor costs) before initiating work, which will be applied toward future invoices. 22892 Mill Creek Dr., Laguna Hills, CA 92653 ► 949.599.1212 ► www.laer.com Laer Pearce & Associates Waterlines/Bill Stuffer Estimate March 4, 2009 Contracting - A signed contract must be in place before work is initiated. Invoicing and Reporting- You will be invoiced on or about the first of each month for the services provided in the previous month. Expense and vendor bills may be billed at any time. Detailed reports on our activities on your behalf will accompany the invoicing. Charges will be based on the following rates: Principal $350 to $400 Vice President $190 to $280 Senior Associate $165 to $190 Associate $95 to $160 Junior Associate $50 to $95 NOTE: Laer Pearce bills at $400 an hour for strategic and crisis work; all his other billings are at $350 an hour. Each associates bills at a set rate within his or herjob title, depending on his or her level of experience. Corporate billing rates and ranges are fixed for one year from the date of contracting, but associates' billing rates may move within their job title range at any time. Buy-outs and Expenses - Any buy-outs, such as printing, will be billed at our cost plus 17.65 percent (15 percent of the gross). Buy-outs in addition to this proposal and in excess of $200 will be estimated in advance for your approval. Full payment for vendor buyouts is required upon placement of each order, or COD. Expenses are billed at two percent of agency fees, and cover black and white copies at 10 cents each, color copies at $1.00 each, telefax transmissions at $1.00 per page plus phone charges, and other expenses, such as long distance telephone calls, travel and postage, at cost. Because we bill for our time to drive to meetings, we do not bill for mileage. Invoicing and Payment - Laer Pearce & Associates requires a deposit of $7,000 to cover anticipated vendor fees to begin work, which will be applied toward future invoices. Thereafter, you will be billed for agency fees at the first of each month for the services and expenses of the previous month. Payment for these invoices is due in 30 days promptly. Staffing- In the event that you are dissatisfied with the work of any of our staff members, you may request that they be removed from the account and we will endeavor to fulfill your request. Indemnification - If we are asked to provide assistance with the public dissemination of information (i.e., press releases, brochures and similar materials), they will be submitted to you for approval before distribution. By approving all such materials, you agree to hold us, our employees, agents and representatives harmless, and to defend us at your expense against any claim of damage which may Laer Pearce & Associates Waterlines/Bill Stuffer Estimate March 4, 2009 be made as a result of our dissemination of approved materials on your behalf, or as a result of Laer Pearce & Associates working in your behalf. Confidentiality- Laer Pearce & Associates takes a number of steps to assure that your proprietary information is protected within and outside the office. Our staff is taught, and periodically reminded, to protect confidential information. We will sign confidentiality agreements if you require it. Agency-You agree that we serve as your agent only, and are not responsible for charges incurred on your behalf with your approval. As your agent, our books relative to your account are open to you for review at any reasonable time during normal business hours. Prohibited Services - You agree not to request services from Laer Pearce & Associates that are in violation of any U.S. or California law, or that violate the Code of Professional Standards of the Public Relations Society of America. Signature Please indicate your approval by signing and returning one copy. Your signature gives Laer Pearce & Associates the authority to undertake the work described in this estimate and to bill in accordance with the terms stated. Your signature also indicates your acceptance of all costs, terms and provisions of this estimate. In the event that any disagreement regarding this project affects timely payment of our invoices, you agree by your signature below to settlement by arbitration under the rules of the American Arbitration Association, and according to the laws of, and in the forum of, Orange County, California. Name Date Ken Vecchiarelli, General Manager Yorba Linda Water District ITEM NO. AGENDA REPORT Committee Meeting Date: March 17, 2009 To: Public Information- Technology Committee From: Pat Grady, Assistant General Manager Staff Contact: Cindy Botts, Management Analyst Reviewed by General Counsel: N/A Budgeted: N/A Total Budget: Funding Source: N/A CEQA Account No: 124580 Job No: Compliance: N/A Estimated Costs: $ 22,650- $72,650 Dept: Subject: Water Conservation Ordinance Implementation Plan SUMMARY: In response to the ever worsening water supply situation a water conservation ordinance has been developed, to take effect July 1, 2009. The Metropolitan Water District of Southern California (MWD) supports its retail agencies taking this proactive step with continued access to rebate program funds. In addition to the ordinance, an implementation plan is included, detailing communication efforts the District will take in informing the public of the upcoming ordinance. DISCUSSION: In addition to permanent water conservation requirements, the ordinance also details four water supply shortage levels that implement further restrictions that the District can apply at its discretion, per the District's 2005 Urban Water Management Plan. The corresponding Implementation Plan for the ordinance includes media relations, updates to the District's website and direct customer correspondence. It has been determined by MWD that the Implementation Plan is not required to be a formal document. An email detailing the District's Plan accompanied by a signed copy of the ordinance is sufficient for continued access to MWD's rebate program funds. The following is the anticipated budget for the Implementation Plan: • May 2009- Bill Insert $ 1,800 • June 2009- Bill Insert $ 1,800 • Doorhangers $ 2,000 • Notice of Violation & Copy of Ordinance Mailings $ 1,000 • Letter of Intent to Install Flow Restrictors $ 500 • Hardship Waiver & Notice of Decision Mailings $ 750 • Bill Insert on Change of Water Supply Shortage Level $ 5,400 • Newspaper Ads $ 4,700 • Automated Phone Calls to Customers $ 3,700 • Radio Ads $10,000 - $50,000 • Sandwich Board Signs $ 1,000 1 Total $32,650 - $72,650 STAFF RECOMENDATION: That the Committee recommend the Board of Directors approve the conservation ordinance implementation plan and budget as developed by Staff. I I Water Conservation Ordinance Implementation Plan Go Into Effect Prior to July 1, 2009 • Article in YL Star/ PL News-Times • Notification on our website • E-blast notification to our Customer Mailing List • Water Conservation Webpage on Website o "Drought Watch" levels- colored coded o Goal vs. Actual Conservation Levels "gas gauge" on monthly basis. o Put up HOA newsletter article on water conservation • Speaking to the City of YL/ City of PL on specific City needs • Public Notice & Public Hearing Process for the ordinance • Communication & Input through the Citizens Advisory Committee • Bill Insert- May 2009 • Bill Insert - June 2009 • Automated Phone Calls- informing customers of ordinance Go Into Effect After July 1, 2009 • Doorhangers- 1st violation warnings. • Notice of Violation- after lst violation warning- explaining the ordinance • Hardship Waver- public friendly • Letter of Intent to Install Flow Restrictor- public friendly • Additional Bill Inserts- as needed • On-going messaging- through general Public Information Budget I