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HomeMy WebLinkAboutResolution BPW 04-17-24-04/MAC/$92,000/Marketing & Branding Professional ServicesRESOLUTION NO. BPW 04-17-24-04 RESOLUTION OF THE CITY OF CARMEL BOARD OF PUBLIC WORKS AND SAFETY ACKNOWLEDGING AGREEMENT BETWEEN CITY AND VENDOR WHEREAS, pursuant to Indiana Code 36-1-4-7, the City of Carmel, Indiana (“City”), is authorized to enter into contracts; and WHEREAS, pursuant to Indiana Code 36-4-5-3, the City’smayor may enter into contracts on behalf ofthe City; and WHEREAS, pursuant toher authority under Indiana law, the City’smayor, the Honorable Sue Finkam, has caused tobe signed the Agreement attached hereto (the “Contract”); and WHEREAS, Mayor Finkam now wishes to present the contract to the City’sBoard of Public Works and Safety for it to be publicly acknowledged, filed in the Clerk’sOffice, and made available to the public for review. NOW, THEREFORE, BE IT RESOLVED by the City of Carmel Board of Public Works and Safety as follows: 1. The foregoing Recitals are incorporated herein by this reference. 2. The receipt of the Contract is hereby acknowledged. 3. The Contract shall be promptly filed in the office of the Clerk and thereafter made available to the public for review. SO RESOLVED this day of , 2024. CITY OF CARMEL, INDIANA By and through its Board of Public Works and Safety BY: Sue Finkam, Presiding Officer Date: Laura Campbell, Member Date: Alan Potasnik, Member Date: ATTEST: Jacob Quinn, Clerk Date: DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F 4/17/2024 4/17/2024 4/17/2024 April17 4/17/2024 CzBmmjtpoMzodi.NdHsbuibu2;46qn-Bqs21-3135 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F The Burdette Agency, Inc. d/b/a/ North Star Place Branding + Marketing Marketing and Community Relations Department - 2024 Appropriation #1203 101 43-404.01 & 43-593.00 Fund; P.O. #s 111068 & 111084 Contract Not To Exceed $92,000.00 6. DISCLOSURE AND WARNINGS: If requested by City, Vendor shall promptly furnish to City, in such form and detail as City may direct, a list of all chemicals, materials, substances and items used in or during the provision of the Goods and Services provided hereunder, including the quantity, quality and concentration thereof and any other information relating thereto. At the time of the delivery of the Goods and Services provided hereunder, Vendor agrees to furnish to City sufficient written warning and notice (including appropriate labels on containers and packing) of any hazardous material utilized in or that is a part of the Goods and Services. 7. LIENS: Vendor shall not cause or permit the filing of any lien on any of City’s property. In the event any such lien is filed and Vendor fails to remove such lien within ten (10) days after the filing thereof, by payment or bonding, City shall have the right to pay such lien or obtain such bond, all at Vendor’s sole cost and expense. 8. DEFAULT: In the event Vendor: (a) repudiates, breaches or defaults under any of the terms or conditions of this Agreement, including Vendor’s warranties; (b) fails to provide the Goods and Services as specified herein; (c) fails to make progress so as to endanger timely and proper provision of the Goods and Services and does not correct such failure or breach within five (5) business days (or such shorter period of time as is commercially reasonable under the circumstances) after receipt of notice from City specifying such failure or breach; or (d) becomes insolvent, is placed into receivership, makes a general assignment for the benefit of creditors or dissolves, each such event constituting an event of default hereunder, City shall have the right to (1) terminate all or any parts of this Agreement, without liability to Vendor; and (2) exercise all other rights and remedies available to City at law and/or in equity. 9. INSURANCE AND INDEMNIFICATION: Vendor shall procure and maintain in full force and effect during the term of this Agreement, with an insurer licensed to do business in the State of Indiana, such insurance as is necessary for the protection of City and Vendor from all claims for damages under any workers’ compensation, occupational disease and/or unemployment compensation act; for bodily injuries including, but not limited to, personal injury, sickness, disease or death of or to any of Vendor’s agents, officers, employees, contractors and subcontractors; and, for any injury to or destruction of property, including, but not limited to, any loss of use resulting therefrom. The coverage amounts shall be no less than those amounts set forth in attached Exhibit C. Vendor shall cause its insurers to name City as an additional insured on all such insurance policies, shall promptly provide City, upon request, with copies of all such policies, and shall provide that such insurance policies shall not be canceled without thirty (30) days prior notice to City. Vendor shall indemnify and hold harmless City from and against any and all liabilities, claims, demands or expenses (including, but not limited to, reasonable attorney fees) for injury, death and/or damages to any person or property arising from or in connection with Vendor’s provision of Goods and Services pursuant to or under this Agreement or Vendor’s use of City property. Vendor further agrees to indemnify, defend and hold harmless City and its officers, officials, agents, and employees from all claims and suites of whatever type made against them by a third party including but not limited to, all court costs, attorney fees, and other expenses, caused by any act or omission of Vendor and/or of any of Vendor’s agents, officers, employees, contractors or subcontractors in the performance that constitutes a breach of this Agreement. However, Vendor shall have no obligation or duty to defend, indemnify, or hold harmless to the extent any claims or suits are caused by the acts or omissions of the City, of any of the indemnified parties, or of any third party. These indemnification obligations shall survive the termination of this Agreement. 2 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F The Burdette Agency, Inc. d/b/a/ North Star Place Branding + Marketing Marketing and Community Relations Department - 2024 Appropriation #1203 101 43-404.01 & 43-593.00 Fund; P.O. #s 111068 & 111084 Contract Not To Exceed $92,000.00 10. GOVERNMENT COMPLIANCE: Vendor agrees to comply with all federal, state and local laws, executive orders, rules, regulations and codes which may be applicable to Vendor’s performance of its obligations under this Agreement, and all relevant provisions thereof are incorporated herein by this reference. Vendor agrees to indemnify and hold harmless City from any loss, damage and/or liability resulting from any such violation of such laws, orders, rules, regulations and codes. This indemnification obligation shall survive the termination of this Agreement. 11. NONDISCRIMINATION: Vendor represents and warrants that it and all of its officers, employees, agents, contractors and subcontractors shall comply with all laws of the United States, the State of Indiana and City prohibiting discrimination against any employee, applicant for employment or other person in the provision of any Goods and Services provided by this Agreement with respect to their hire, tenure, terms, conditions and privileges of employment and any other matter related to their employment or subcontracting, because of race, religion, color, sex, handicap, national origin, ancestry, age, disabled veteran status and/or Vietnam era veteran status. 12. E-VERIFY: Pursuant to I.C. § 22-5-1.7 et seq., as the same may be amended from time to time, and as is incorporated herein by this reference (the “Indiana E-Verify Law”), Vendor is required to enroll in and verify the work eligibility status of its newly-hired employees using the E-Verify program, and to execute the Affidavit attached herein as Exhibit D, affirming that it is enrolled and participating in the E-Verify program and does not knowingly employ unauthorized aliens. In support of the Affidavit, Vendor shall provide the City with documentation indicating that it has enrolled and is participating in the E-Verify program. Should Vendor subcontract for the performance of any work under and pursuant to this Agreement, it shall fully comply with the Indiana E- Verify Law as regards each such subcontractor. Should the Vendor or any subcontractor violate the Indiana E-Verify law, the City may require a cure of such violation and thereafter, if no timely cure is performed, terminate this Agreement in accordance with either the provisions hereof or those set forth in the Indiana E- Verify Law. The requirements of this paragraph shall not apply should the E-Verify program cease to exist. 13. NO IMPLIED WAIVER: The failure of either party to require performance by the other of any provision of this Agreement shall not affect the right of such party to require such performance at any time thereafter, nor shall the waiver by any party of a breach of any provision of this Agreement constitute a waiver of any succeeding breach of the same or any other provision hereof. 14. NON-ASSIGNMENT: Vendor shall not assign or pledge this Agreement, whether as collateral for a loan or otherwise, and shall not delegate its obligations under this Agreement without City’s prior written consent. 15. RELATIONSHIP OF PARTIES: The relationship of the parties hereto shall be as provided for in this Agreement, and neither Vendor nor any of its officers, employees, contractors, subcontractors and agents are employees of City. The contract price set forth herein shall be the full and maximum compensation and monies required of City to be paid to Vendor under or pursuant to this Agreement. 16. GOVERNING LAW; LAWSUITS: This Agreement is to be construed in accordance with and governed by the laws of the State of Indiana, except for its conflict of laws provisions. The parties agree that, in the event a lawsuit is filed hereunder, they waive their right to a jury trial, agree to file any such lawsuit in an appropriate court in Hamilton County, Indiana only, 3 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F The Burdette Agency, Inc. d/b/a/ North Star Place Branding + Marketing Marketing and Community Relations Department - 2024 Appropriation #1203 101 43-404.01 & 43-593.00 Fund; P.O. #s 111068 & 111084 Contract Not To Exceed $92,000.00 and agree that such court is the appropriate venue for and has jurisdiction over same. 17. SEVERABILITY: If any term of this Agreement is invalid or unenforceable under any statute, regulation, ordinance, executive order or other rule of law, such term shall be deemed reformed or deleted, but only to the extent necessary to comply with same, and the remaining provisions of this Agreement shall remain in full force and effect. 18. NOTICE: Any notice provided for in this Agreement will be sufficient if itis in writing and is delivered by postage prepaid U.S. certified mail, return receipt requested, to the party to be notified at the address specified herein: If to City: City of Carmel AND City of Carmel Marketing and Community Relations Office of Corporation Counsel One Civic Square One Civic Square Carmel, Indiana 46032 Carmel, Indiana 46032 If to Vendor: The Burdette Agency, Inc. d/b/a North Star Place Branding + Marketing 1023 Kings Ave. Jacksonville, FL 32207 Notwithstanding the above, notice of termination under paragraph 19 hereinbelow shall be effective if given orally, as long as written notice is then provided as set forth hereinabove within five (5) business days from the date of such oral notice. 19. TERMINATION: 19.1 Notwithstanding anything to the contrary contained in this Agreement, City may, upon notice to Vendor, immediately terminate this Agreement for cause, in the event of a default hereunder by Vendor and/or if sufficient funds are not appropriated or encumbered to pay for the Goods and Services to be provided hereunder. In the event of such termination, Vendor shall be entitled to receive only payment for the undisputed invoice amount representing conforming Goods and Services delivered as of the date of termination, except that such payment amount shall not exceed the Estimate amount in effect at the time of termination, unless the parties have previously agreed in writing to a greater amount. 19.2 City may terminate this Agreement at any time upon thirty (30) days prior notice to Vendor. In the event of such termination, Vendor shall be entitled to receive only payment for the undisputed invoice amount of conforming Goods and Services delivered as of the date of termination, except that such payment amount shall not exceed the Estimate amount in effect at the time of termination, unless the parties have previously agreed in writing to a greater amount. 19.3 The City may terminate this Agreement pursuant to Paragraph 11 hereof, as appropriate. 20. REPRESENTATIONS AND WARRANTIES The parties represent and warrant that they are authorized to enter into this Agreement and that the persons executing this Agreement have the authority to bind the party which they represent. 21. ADDITIONAL GOODS AND SERVICES Vendor understands and agrees that City may, from time to time, request Vendor to provide additional goods and services to City. When City desires additional goods and services from Vendor, the City shall notify Vendor 4 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F The Burdette Agency, Inc. d/b/a/ North Star Place Branding + Marketing Marketing and Community Relations Department - 2024 Appropriation #1203 101 43-404.01 & 43-593.00 Fund; P.O. #s 111068 & 111084 Contract Not To Exceed $92,000.00 of such additional goods and services desired, as well as the time frame in which same are to be provided. Only after City has approved Vendor’s time and cost estimate for the provision of such additional goods and services, has encumbered sufficient monies to pay for same, and has authorized Vendor, in writing, to provide such additional goods and services, shall such goods and services be provided by Vendor to City. A copy of the City’s authorization documents for the purchase of additional goods and services shall be numbered and attached hereto in the order in which they are approved by City. 22. TERM Unless otherwise terminated in accordance with the termination provisions set forth in Paragraph 19 hereinabove, this Agreement shall be in effect from the Effective Date through December 31, 2024 and shall, on the first day of each January thereafter, automatically renew for a period of one (1) calendar year, unless otherwise agreed by the parties hereto. 23. HEADINGS All heading and sections of this Agreement are inserted for convenience only and do not form a part of this Agreement nor limit, expand or otherwise alter the meaning of any provision hereof. 24. BINDING EFFECT The parties, and their respective officers, officials, agents, partners, successors, assigns and legal representatives, are bound to the other with respect to all of the covenants, terms, warranties and obligations set forth in Agreement. 25. NO THIRD PARTY BENEFICIARIES This Agreement gives no rights or benefits to anyone other than City and Vendor. 26. DEBARMENT AND SUSPENSION 26.1 The Vendor certifies by entering into this Agreement that neither it nor its principals nor any of its subcontractors are presently debarred, suspended, proposed for debarment, declared ineligible or voluntarily excluded from entering into this Agreement by any federal agency or by any department, agency or political subdivision of the State of Indiana. The term “principal” for purposes of this Agreement means an officer, director, owner, partner, key employee or other person with primary management or supervisory responsibilities, or a person who has a critical influence on or substantive control over the operations of the Vendor. 26.2 The Vendor certifies that it has verified the state and federal suspension and debarment status for all subcontractors receiving funds under this Agreement and shall be solely responsible for any recoupment, penalties or costs that might arise from use of a suspended or debarred subcontractor. The Vendor shall immediately notify the City if any subcontractor becomes debarred or suspended, and shall, at the City’s request, take all steps required by the City to terminate its contractual relationship with the subcontractor for work to be performed under this Agreement. 27. IRAN CERTIFICATION Pursuant to I.C. § 5-22-16.5, the Vendor shall certify that, in signing this Agreement, it does not engage in investment activities within the Country of Iran. 28. ADVICE OF COUNSEL: The parties warrant that they have read this Agreement and understand it, have had the opportunity to obtain 5 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F NORTH STAR + CITY OF CARMEL, IN CONTRACT ADDITIONS Contract Additions: In the event of any direct or indirect conflicts between the terms and conditions of these Contract Additions set forth below and the terms and conditions of the Agreement for Purchase of Goods and Services to which these Contract Additions are attached, and any other agreements, terms, conditions, or attachments, then the Contract Additions set forth below shall govern, prevail, control and supersede. Not to Exceed Fee Is Governed By Hours A fee of $85,000 will be paid to North Star for third party research expenditures and for professional time involved in the production of a BrandPrint Report which is not to exceed four hundred and fifteen (415) hours. The agreed upon maximum (415) hours to be dedicated to the project will be the governing factor in the depth of the Document. North Star expects to complete the scope of work within this allotment of hours and will not exceed the maximum number of hours for the project or the time period forecasted (32 weeks, which is the 28-week schedule outlined plus a 4-week cushion for scheduling delays). Fee Schedule North Star will invoice the client 33% of the project fee, or $28,333, at contracting. The second 33%, or $28,333, will be invoiced after the Research Strategy presentation. The remaining 33% ($28,334) will be invoiced at the delivery of the Final Report. Travel expenses are additional and will be billed as incurred. A service charge of 1-1/2% (18% per annum) will be charged on all sums not paid within a 30-day period after the date of billing. The Client agrees to pay all costs of collection and a reasonable attorney's fee incurred in the collection of past due accounts. Obligation of City To Keep Project on Schedule Consultant has provided a project schedule and will communicate feedback and approval deadlines and City meeting requirements to the City at each forthcoming milestone. City delays on scheduled approvals or setting meetings essential to project progress will be tracked and communicated at monthly intervals. If the delays and others caused by the City's decision to deviate from North Star's recommended process are not made up for over the life of the project and the project extends beyond the 32-week limit, North Star reserves the right to bill the final installment at week 32, then work at an hourly rate of $195 per hour thereafter or negotiate a lump sum completion fee with the City based on the project’s current status. Exhibit A DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F Incremental Work, Hourly Rate Any additional requests of North Star beyond the agreed upon Document and designated hours will be billed at the blended rate of $195.00 per hour or estimated at a project rate. Should additional work be requested, for work beyond the scope of this Agreement, North Star will receive written approval of the additional related cost prior to initiating work. Mutual Termination Clause Notwithstanding any other provisions hereof, North Star or the Client may terminate this Agreement at any time upon thirty days written notice to either parties. If termination of the Agreement is requested by the Client prior to completion of the Document, the Client will remain responsible for payment of all hours involved in the preparation of the Document prior to said termination at a rate of $195.00 per hour. Client will be responsible for payment of any outside cost incurred prior to the termination including costs of materials ordered or delivered thereafter if North Star is unable to halt such delivery. Under no circumstances will North Star be obligated to breach any lawful contractual commitment to others. Termination Responsibilities Upon termination of this Agreement, North Star shall transfer, assign and make available to the Client, or its representatives, all property and materials in its possession or control belonging to the Client and paid for by the Client. In the event that the material, which is the subject of this Agreement, is copyrightable subject matter, North Star and Client agree that for the purposes of this order the material shall be a work made for hire and the property of the Client. In the event that the material which is the subject of this Agreement is not copyrightable subject matter, or for any reason is determined not to be a work made for hire, then and in such event North Star hereby assigns all right, title and interest to said material to Client for the fees specified herein. Concepts, logos and straplines not selected by the Client remain the intellectual property of North Star. Confidentiality The Client agrees to cooperate with North Star in the performance of the Services, including meeting with North Star and providing North Star with such non-confidential information that the Client may have that may be DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F relevant and helpful to North Star's performance of the Services. It may be necessary for the Client to share trade secrets and/or other confidential and/or proprietary information or matter with North Star. The parties agree that such information and the materials referenced in the contract, the results and developments therefrom are confidential and/or proprietary information belonging to the Client. North Star agrees not to disclose to any third party any such trade secrets and/or confidential or proprietary information for its own separate benefit. North Star will be responsible for its employees or agents complying with the provisions of this Agreement. Obligation of City to Purchase Third Party Assets Stock photography and typography used for the demonstration of creative concepts is not to be reproduced or published in any way without the City first negotiating and paying for usage rights with the appropriate stock image or typography provider. Additionally, City is responsible for securing rights to use locally oriented photos utilized in the educational website and in the Final Presentation or Final Report. Obligation of City to Secure IP Clearance or Trademark if Desired To ensure that the recommended strapline (tagline) is available for use and capable of being trademarked, North Star will conduct a trademark registration search with the United States Patent and Trademark Office via their web site: http://www.uspto.gov/main/trademarks.htm. North Star will report any records found relating to the strapline but the Client should seek legal counsel for further determination of conflicts and such determination is ultimately the responsibility of the Client. If the Client wishes to pursue a trademark registration, North Star can make introductions to intellectual property attorneys and suggest steps to take. The pursuit of an official, legally-binding trademark is the responsibility of the Client. With regard to the logo selected by the Client, North Star will test it with a basic online image search ahead of finalization to determine if there are any known likenesses or conflicts. The art within the logo will be an original creation and will become the property of the Client, but the online image search is not an exhaustive search tool. North Star will alert the Client of online search findings but, ultimately, seeking a trademark for the logo will be the responsibility of the Client. DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F Modification of Agreement This Agreement may be modified only upon the written and mutual consent of both parties. This Agreement and the documents referenced herein embody the entire Agreement of the parties. This Agreement shall supersede all previous communications, representations or agreements either verbal or written, between the parties. This procurement is being conducted on behalf of and may be used by other public bodies, agencies, institutions and localities of the several states, territories of the United States and the District of Columbia with the consent of the Contractor. Indemnification North Star would like to review the nature and depth of your indemnification. While we hold ourselves to all professional standards, there can be extraordinary circumstances unrelated to our work for which we cannot accept responsibility. Often municipal indemnification clauses can be too all-encompassing. We simply request a review and dialogue of Carmel’s proposal. DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F SCOPE OF WORK Phase I: Market Research + Brand Strategy Stakeholder Education One of the most valuable skills North Star brings to the branding table is an understanding of how to best navigate the political waters that surround a project. We know when projects can derail, how to maneuver difficult political situations, and whom to include in the process. With this in mind, we have developed strategies for sidestepping potential problems and keeping your branding initiative on course. Inclusiveness and early understanding are critical to the smooth implementation of a community brand. Educating your residents, businesses, and stakeholders on the purpose, process, and possibility of a brand early is the first step in achieving buy-in from these important audiences. Specific attention must be given to your Steering Committee to ensure that the leaders of this initiative share a vision for the purpose, desired outcomes, and accomplishments of this project. North Star has created an array of educational tools designed to increase understanding of and support for the Carmel branding initiative. To that end, we provide: Educational Presentation: Live PowerPoint presentation (during the in-market trip) to your Steering Committee and/or stakeholders groups (determined and assembled by you) for purposes of educating and furthering buy-in of community branding. This is not a canned presentation. We will collaborate with the City to determine who your audiences are and what you want to convey. Then we will craft the presentation to meet those goals. This presentation can also be given in a public ‘town hall’ forum to engage the community in the process and to gather initial feedback from the public regarding opportunities to rebrand. Community Engagement Website/Brand Story Site: This site serves as an online tool to direct traffic of Carmel residents and stakeholders interested in learning more about the project, getting involved in the research stage, or becoming a Brand Ambassador after the launch of the new brand. This is a terrific tool to engage the Carmel community. Here is an example of a live educational site for Johnson City, TN: brandjc.com Research North Star has identified the following research studies to help achieve Carmel ‘s branding and marketing goals. This compiled body of data points us in the direction we need to go to craft your story. You will notice both qualitative and quantitative studies included in this recommended matrix. North Star strongly advocates a mixed method approach to research because it will tell you not just “How, When, What, and Where” but also “Why.” Only through mixed methodology can your community obtain a true picture of where your brand is now, why, where it should be, and how your preferred identity can best be accomplished. Situation Analysis: This establishes the current lay of the land from the perspective of your critical partners and stakeholders. We administer an online questionnaire to each of your key internal organizations. We then meet with each group during the in-market visit to more fully understand your primary objectives, general history, political landscape, resources, competitors, etc. Research, Planning, Communications, + Media Audit: We conduct a comprehensive review of 1 https://w ww.bran djc.com/ DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F previous studies conducted by the City and planning documents. This includes community outreach and planning meetings, surveys, intercept surveys, volunteer discussions, and market research. In addition, we review and analyze marketing materials, branding, logos, social media, and messaging from public and private sector partners as well as recent press related to Carmel. Site Visit & Familiarization Tour: Members of the North Star team will spend the better part of a week in Carmel conducting research. An important part of this trip is a FAM tour of Carmel’s attractions, meeting facilities, hotels/motels, restaurants, commercial sites, local businesses, retailers, restaurants, parks, natural areas, and historic sites. We determine the tour itinerary with the help of Carmel project leadership. Key Stakeholder Interviews + Focus Groups: Some of our most valuable pieces of insight for the purpose of defining your DNA and crafting your creative work come from these intensive one-on-one interviews and focus groups. With the assistance of the Carmel project leadership, we want to identify and speak to key stakeholders about Carmel (including city staff, board members, business community members, hoteliers, attraction owners, tour operators, nonprofit and civic organizations, etc.). We also want to talk to articulate individuals who are passionate about the City (artists, historians, teachers, coaches, ministers, matriarchs, patriarchs, activists, and more). Mining of City of Carmel Community Survey for Resident Insights: While North Star originally proposed a Community Survey and Brand Barometer, following its initial proposal North Star learned of Carmel’s own community survey currently in the field. Rather than conduct another community survey, North Star proposes to extract data from the City’s community survey in the areas of demographics, top descriptors, assets, satisfaction, perceived municipal competencies and NPS. For topics such as reputation, challenges, competitors and brand character, North Star will go deeper in its qualitative efforts, derive these from external research and also pursue these insights in the Creative Community Workshop. For those who cannot attend the Creative Community Workshop we can send a simple brand character survey out to residents. External Perception Study: North Star conducts qualitative, in-depth phone interviews with professionals outside of Carmel to uncover contextual perspectives. In collaboration with the Carmel project team, we compile a list of 20 identified potential interviewees from a target pool of elected officials, third party site selectors, business executives in your preferred industries, tour operators, regional and state level executives in economic development and tourism, and other external influencers you identify. Consumer Awareness + Perception Study (External Markets): For even more data-driven insights, this survey is conducted using a statistically significant random sampling of consumers and non-consumers in two outside markets using research panels. Data will be cross-tabulated in a number of ways to reveal the most insightful patterns between consumer and non-consumer groups. For instance, perceptions and attitudes for those who have visited Carmel will be compared and contrasted to those who have not visited and are reporting perceptions purely on reputation. This is key to identifying any brand recognition issues. This study measures: Overall awareness and perceptions of Carmel Overall awareness and perceptions of competitor cities Measurements of Carmel’s delivery of quality of life indicators Consumer experiences in Carmel Attitudes regarding Carmel’s strengths and weaknesses Consumer opinions regarding what needs to be added or taken away Changes in consumer perceptions of Carmel after visiting 2 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F Patterns of visitation activities associated with consumers’ primary purpose of visitation Competitive Positioning Review : We provide a brand messaging and marketing strategy analysis to evaluate Carmel’s position relative to the competition in the area. This review ranks each competitor based on their brand strength, economic development focus, and tourism focus. Insights + Strategy Our insights come from asking a number of thought-provoking questions: What brand ‘‘story’’ does the research tell? What emotional attachments can the brand hold? What are Carmel’s core values? How does the brand fit into the consumer’s lifestyle? How can the brand best be used to elicit Carmel’s desired emotional/behavioral responses? How does Carmel stand apart from competitors? These insight questions are compiled in a succinct storyline that leads directly to the Carmel strategic brand platform (DNA Definition). This platform is the critical touch point for all branded activity moving forward. For maximum brand impact, all efforts, thoughts, communications, and actions should literally and symbolically support its essence. Situation Brief + Insight Development: We get our sharpest minds together at one time to review all of the research findings. Data on its face has limited value, but the connections between data points open up understanding and opportunity. The entire North Star team weaves together these connections into a compelling set of insights that start to tell Carmel’s story. DNA Definition (Brand Positioning Statement): Based on those insights, a guiding statement for the management and development of your brand is created. This definition should serve as the touch point for all Carmel activity moving forward. It will help bring consistency across the brand. Many of our communities reference their DNA Definition when making decisions about everything from policy to infrastructure improvement to promotions. Included in your DNA Definition is: Target audience: For whom Carmel has the most appeal Frame of reference: Geographic context of Carmel Point of difference: What makes Carmel special Benefit: Why it should matter to the consumer Here is an actual example of how this construct guided our client Sioux Falls, South Dakota and led to their “Where Extra Is Ordinary” brand positioning: Target audience: For givers and doers motivated to make an impact, scenic Sioux Falls, Frame of reference: the cultural center and economic engine for South Dakota and the Northern Great Plains, Point of difference: advances a legacy of investment (personal, cultural, civic, professional) Benefit: giving you a sense of belonging and outsized opportunities. 3 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F Research and Strategy Presentation + Report: This represents a critical juncture in the project. We prepare a comprehensive review of all relevant research, insights, and recommended DNA Definition. We review the qualitative and quantitative analyses of Carmel’s current image and positioning. A preview of this presentation is shared with key branding committee members for editing and fine-tuning. The collaboratively perfected presentation is made in person at larger stakeholder meetings, and the accompanying report is shared digitally. DNA Definition approval is required before proceeding. Phase II: Creative Creativity In this stage, the insights and strategy are transformed into tangible creative products that embody Carmel . An in-depth Creative Brief and a Creative Workshop guide this process. Straplines, logos, color, looks, and messaging (with brand standards) are created. Additional deliverables will be developed to express the new brand identity in the context of its future use. Creative Committee Workshop: A collaborative, interactive meeting between the North Star team and the Carmel creative committee (a group of your choosing) will explore the roles of different creative elements and identify creative preferences. Our goal is to most effectively hone in on the type of work you want without limiting the creative thinking of our writers, graphic designers, and art directors. This meeting is always a lot of fun for everyone involved. Community Creative Workshop: In addition, we would like to hold a 1 ½ hour public workshop session during our site visit or on a subsequent visit depending on scheduling. This workshop usually held at an open, indoor public space or key partner space) allows interested citizens of your city to hear about the process and provide their input. North Star will start the session with the educational PowerPoint and then encourage attendees to provide their answers to various city character question prompts. Straplines + Rationale (5): A strapline (tagline) is not the be-all and end-all for your brand, but it is the start of the story. Depending on how safe or edgy you want to be, Carmel straplines can capture people’s attention immediately and pique their curiosity or they can serve as a solid, hard-working tool that starts the job of positioning Carmel in the minds of consumers. North Star will provide a minimum of five different straplines, along with rationale for the strengths of each line. We will conduct trademark searches (via the United States Patent and Trademark Office website) and Google searches to make sure there is basic clearance for each line presented. Upon selection, your legal team is required to conduct a more thorough search to ensure its availability, potentially securing a trademark if desired and avoiding any conflicts once in the market. Logos (5): We will present a minimum of five logo options for the City of Carmel that represent a variety of concepts and provide a round of revisions to your selected logo. If departmental versions are needed, North Star has a depth of experience in creating extensions of the master logo. We would be glad to discuss this marginal increase to scope and cost if Carmel desires. Color Palettes (2): Once your logo decision is made, we open up the possibilities visually by allowing you to select between two distinct color palettes. This is a key decision in how your visual brand identity will “feel” since color evokes emotion. 4 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F Brand Narrative: Your DNA Definition articulates the core of what makes Carmel special. The narrative takes that core and describes it in artistic and compelling language for connecting emotionally with your different consumers. The narrative defines your personality and tone of voice. It can be woven into ad copy, placed on websites, integrated into speeches, and distributed to businesses to use in their own communications about the place they call home. The more it is used, the more widely your brand is dispersed. Looks (2): We craft two entirely different visual looks that allow you to choose how your brand messaging will be conveyed in terms of headlines, photography style, special graphic elements, detailing, and copy points. We will also provide a round of revisions for the look of your choice to ensure it reflects your exacting standards. The Creative Committee will select one look, and it will be applied to all subsequent deliverables. Brand Standards Guide: This guide contains all the necessary information for using your logos, color palette, typefaces, language, and other key elements to ensure consistency across all mediums from any department or organization (print and electronic advertising, website design, media placement, public relations, event, templates, etc.). We provide digital and printed versions of this guide as well as InDesign files so you can edit the guide as necessary. Custom Deliverables (8-10): To assist in the communication of the final brand concept, we will work with you to identify a list of 8-10 custom deliverables that target your specific goals. This is a powerful addition as it brings the logo and design to life through elements in the real world. The production of associated materials remains outside of this scope—the deliverables are visual examples. Options include, but are not limited to: Social Media Graphics • Templates (Email Signature, Presentation, Newsletter, etc.) Business Cards • Letterhead • Envelopes • Brochures • Building + Monument Signage • Vehicle Wraps Print and Electronic Advertising Merchandise (Apparel, Accessories, etc.) • Built Environment Applications Phase III: Action + Implementation Implementation Following your brand’s development, North Star has the ability to implement a strategic action and communications plan to begin the work of repositioning Carmel in the marketplace. This plan comprises the fundamental action steps that ensure the brand gains traction and maintains momentum. Our goal, and yours, is to make sure that Carmel’s brand is the guiding principle for your future, not just a logo and line on your letterhead. This plan will be developed at/around the completion of the brand strategy and include estimated costs/budget and a suggested timeline for implementation. Community Communication + Rollout Guidance: The first and most important audience for your brand and eventual campaign is your citizen base. To educate them on the process, the outcome, and the opportunity the new brand creates, North Star will prescribe a community rollout plan that details the brand and campaign to all interested stakeholders and citizens so that they can see, understand, and embrace it before the wider marketplace launch. This will include engaging those who sign up on the Community Engagement Website to be Brand Ambassadors. Brand Action Ideas: These are both high-impact, custom ideas (up to 8) designed to raise the profile of the new Carmel brand and bring it to life in your community and foundational brand 5 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F launch/implementation ideas and activities. Many of these ideas involve setting up the organization and cooperation that will propel your brand forward, while others serve as inspiration for brand adoption in creative and unique ways. Many of these ideas may be accessible via a best practices knowledge-sharing database that North Star developed. These ideas will address brand touchpoints ranging from economic development activities, the arts, infrastructure, and more. Final Report + Presentation: At the completion of Phase III, we compile your brand into a final presentation that summarizes the research and takes viewers through the foundational creative development (line, logo, look, and color palette) as well as the steps of the action plan. Each step is illustrated using the custom deliverable designs. We always leave time for discussion to ensure understanding, buy-in, and a clean beginning to the ongoing implementation of your brand. Your final report will show the research, strategy, creative work, and action plan in their entirety and will be shared digitally along with raw data files, a logo suite, and JPEG image files of all deliverables and your brand style guide. Phase IV: Evaluation (Future/Optional) Monitoring + Evaluation (Results Tracking) Evaluation yields new information, which may lead to the beginning of a new planning cycle. Information can be gathered from concept pre-testing, campaign impact in the marketplace, and tracking studies to measure a brand’s performance over time. Ideally, evaluation answers two basic questions: Have responses to the brand among target audiences changed in the way the BrandPrint intended? And have these changes resulted in action that will achieve the desired objectives of the brand? The research studies in this plan are designed to produce benchmarks and results that can be used for comparison with future studies. Additionally, over two decades of community branding experience have shown us that true success can be seen in the spread of excitement, inspiration, and innovation surrounding your brand among residents and stakeholders. Lastly, we are always available to answer questions and help with later marketing riddles. We have maintained an ongoing personal and business relationship with most of our clients, some for more than a decade. These tracking studies are outside the proposed scope of work, but we wanted Carmel to be aware of their future availability. The costs are reasonable. We use the following tools to measure tactical effectiveness: Social Media: We perform social listening audits for our clients and measure not only likes, shares, and friends but also qualitative factors, such as sentiment. 12-Month Follow Up: We follow up after a year of your brand implementation to discuss the successes you have enjoyed and hurdles that you are working to overcome. We provide suggestions and direction for next steps in your continual brand integration. Brand Barometer: Getting the talk right on the street is the most important thing a community can do to bolster its development efforts. Word of mouth has always been important; in this post-digital world, it is essential. With the benchmark included in your brand study, the Brand Barometer becomes a simple and inexpensive way to periodically track your results and validate your success in word of mouth advertising and resident advocacy.. 6 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F PROJECT TIMELINE Getting Started Call Week 1 Phase I Market Research + Brand Strategy Situation Analysis Weeks 1 - 2 Research + Planning Audit Weeks 1 - 2 Communication + Media Audit Weeks 1 - 2 Community Engagement Website Weeks 1 - 2 In-Market (Tour, Focus Groups, Interviews) Week 3 or 4 Mining City of Carmel Community Survey Weeks 4 - 6 External Perception Study Weeks 6 - 10 Consumer Awareness + Perception Survey Weeks 8 - 10 Competitive Positioning Review Weeks 8 - 10 Situation Brief + Insight Development Week 11 DNA Definition Development Weeks 11 - 13 Research + Strategy Presentation Week 14 Phase II Creative Creative Brief Development (Internal) Week 15 Creative Workshop/Community Workshop Week 15 Foundational Creative Development Weeks 16 - 21 Custom Deliverable Development Weeks 22 - 24 Phase III Action + Implementation Community Communication + Rollout Guidance Weeks 25 - 26 Brand Action Ideas Weeks 26 - 27 Final Report + Presentation Week 28 Proposed Timeline 28 Weeks Timeline is dependent upon an efficient client approval process, which requires that data and feedback from the client is received at key milestones. If the client approval and consensus process takes longer than 32 weeks, North Star will invoice any remaining contracted amount at that time and reserves the right to propose project extension fees at a blended hourly rate. 7 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F COST PROPOSAL Partnering with the City of Carmel is not a responsibility we take lightly. If it becomes necessary, we are interested in collaborating with Carmel project leaders and stakeholders to create an even more custom scope of work for perfecting this important initiative. Phase I. Research, Insights, + Strategy $30,000 Phase II. Creative $30,000 Phase III. Action + Implementation $25,000 Total $85,000 This cost proposal has been calculated with consideration to third party costs associated with the research (we subscribe to a research tool) and North Star’s blended hourly rate of $195/hr. Travel & miscellaneous are additional (pass-through basis), with pre-approval from the City on travel expenditures. 8 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F EXHIBIT B Invoice Date: Name of Company: Address & Zip: Telephone No.: Fax No.: Project Name: Invoice No. Purchase Order No: Goods Services Person Providing Goods/Services Date Goods/ Service Provided Goods/Services Provided Describe each good/service separately and in detail) Cost Per Item Hourly Rate/ Hours Worked Total GRAND TOTAL Signature Printed Name DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F EXHIBIT C INSURANCE COVERAGES Worker’s Compensation & Disability Statutory Limits Employer’s Liability: Bodily Injury by Accident/Disease: $100,000 each employee Bodily Injury by Accident/Disease: $250,000 each accident Bodily Injury by Accident/Disease: $500,000 policy limit Property damage, contractual liability, products-completed operations: General Aggregate Limit (other than Products/Completed Operations): $500,000 Products/Completed Operations: $500,000 Personal & Advertising Injury Policy Limit: $500,000 Each Occurrence Limit: $250,000 Fire Damage (any one fire): $250,000 Medical Expense Limit (any one person): $ 50,000 Comprehensive Auto Liability (owned, hired and non-owned) Bodily Single Limit: $500,000 each accident Injury and property damage: $500,000 each accident Policy Limit: $500,000 Umbrella Excess Liability Each occurrence and aggregate: $500,000 Maximum deductible: $ 10,000 DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F 4/2/2024 NORTH STAR PLACE BRANDING JACKSONVILLE, FL 32207 - 111068 1023 KINGS AVE City of Carmel ONE CIVIC SQUARE CARMEL, INDIANA 46032-2584 FORM APPROVED BY STATE BOARD OF ACCOUNTS FOR CITY OF CARMEL - 1997 INDIANA RETAIL TAX EXEMPT CERTIFICATE NO. 003120155 002 0 FEDERAL EXCISE TAX EXEMPT 35-6000972 PURCHASE ORDER NUMBER THIS NUMBER MUST APPEAR ON INVOICES, A/P VOUCHER, DELIVERY MEMO, PACKING SLIPS, SHIPPING LABELS AND ANY CORRESPONDENCE PURCHASE ORDER DATE DATE REQUIRED REQUISITION NO. VENDOR NO. DESCRIPTION VENDOR SHIP TO PURCHASE ID BLANKET CONTRACT PAYMENT TERMS FREIGHT EXTENSION MARKETING & BRANDING PROFESSIONAL SERVICES COMMUNITY RELATIONS 1 CIVIC SQ Carmel, IN 46032- 377754 UNITPRICEDESCRIPTIONUNITOFMEASUREQUANTITY Page 1 of 1 85698 1203Department:101Fund:General Fund 43-404.01Account: MARKETING & BRANDING PROFESSIONALSERVICES1 $6,177.00 $6,177.00Each 6,177.00SubTotal 43-593.00Account: MARKETING & BRANDING PROFESSIONALSERVICES1 $78,823.00 $78,823.00Each 78,823.00SubTotal 85,000.00 Send Invoice To: PLEASE INVOICE IN DUPLICATE DEPARTMENT ACCOUNT PROJECT PROJECT ACCOUNT AMOUNT SHIPPING INSTRUCTIONS SHIP PREPAID. C.O.D. SHIPMENT CANNOT BE ACCEPTED. PURCHASE ORDER NUMBER MUST APPEAR ON ALL SHIPPING LABEL AND ACTS AMENDATORY THEREOF AND SUPPLEMENT THERETO. THIS ORDER ISSUED IN COMPLIANCE WITH CHAPTER 99, ACTS 1945 PAYMENT A/P VOUCHER CANNOT BE APPROVED FOR PAYMENT UNLESS THE P.O. NUMBER IS MADE A PART OF THE VOUCHER AND EVERY INVOICE AND VOUCHER HAS THE PROPER SWORN AFFIDAVIT ATTACHED. I HEREBY CERTIFY THAT THERE IS AN UNOBLIGATED BALANCE IN THIS APPROPRIATION SUFFICIENT TO PAY FOR THE ABOVE ORDER. CONTROL NO. 111068 ORDERED BY TITLE CONTROLLER COMMUNITY RELATIONS 1 Civic Square Carmel, IN 46032- Rebecca Carl James Crider Director Chief of Staff DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F 4/4/2024 NORTH STAR PLACE BRANDING JACKSONVILLE, FL 32207 - 111084 1023 KINGS AVE City of Carmel ONE CIVIC SQUARE CARMEL, INDIANA 46032-2584 FORM APPROVED BY STATE BOARD OF ACCOUNTS FOR CITY OF CARMEL - 1997 INDIANA RETAIL TAX EXEMPT CERTIFICATE NO. 003120155 002 0 FEDERAL EXCISE TAX EXEMPT 35-6000972 PURCHASE ORDER NUMBER THIS NUMBER MUST APPEAR ON INVOICES, A/P VOUCHER, DELIVERY MEMO, PACKING SLIPS, SHIPPING LABELS AND ANY CORRESPONDENCE PURCHASE ORDER DATE DATE REQUIRED REQUISITION NO. VENDOR NO. DESCRIPTION VENDOR SHIP TO PURCHASE ID BLANKET CONTRACT PAYMENT TERMS FREIGHT EXTENSION TRAVEL EXPENSES RELATING TO CONTRACT COMMUNITY RELATIONS 1 CIVIC SQ Carmel, IN 46032- 377754 UNITPRICEDESCRIPTIONUNITOFMEASUREQUANTITY Page 1 of 1 86343 1203Department:101Fund:General Fund 43-404.01Account: TRAVEL EXPENSES RELATING TOCONTRACT1 $7,000.00 $7,000.00Each 7,000.00SubTotal 7,000.00 Send Invoice To: PLEASE INVOICE IN DUPLICATE DEPARTMENT ACCOUNT PROJECT PROJECT ACCOUNT AMOUNT SHIPPING INSTRUCTIONS SHIP PREPAID. C.O.D. SHIPMENT CANNOT BE ACCEPTED. PURCHASE ORDER NUMBER MUST APPEAR ON ALL SHIPPING LABEL AND ACTS AMENDATORY THEREOF AND SUPPLEMENT THERETO. THIS ORDER ISSUED IN COMPLIANCE WITH CHAPTER 99, ACTS 1945 PAYMENT A/P VOUCHER CANNOT BE APPROVED FOR PAYMENT UNLESS THE P.O. NUMBER IS MADE A PART OF THE VOUCHER AND EVERY INVOICE AND VOUCHER HAS THE PROPER SWORN AFFIDAVIT ATTACHED. I HEREBY CERTIFY THAT THERE IS AN UNOBLIGATED BALANCE IN THIS APPROPRIATION SUFFICIENT TO PAY FOR THE ABOVE ORDER. CONTROL NO. 111084 ORDERED BY TITLE CONTROLLER COMMUNITY RELATIONS 1 Civic Square Carmel, IN 46032- Rebecca Carl James Crider Director Chief of Staff DocuSign Envelope ID: 6BDF4B1B-CD17-4BCC-BA9C-91F658DA575F