HomeMy WebLinkAboutRob Derocker/CRC/Public Rel/$283,650/$9150 per Month ROB DEROCKER
3 WARNER LANE
TARRYTOWN, NY 10591
917-658-4653
May 6, 2011
The Honorable James Brainard, Mayor
City of Carmel
One Civic Square
Carmel, IN 46032
Re: Replacement Contract: combined Proposal/Letter of Agreement
For Public Relations Services on behalf of the City of Carmel, IN
June 1, 2011 — December 31, 2013
Dear Mayor Brainard:
A little over a year ago, in the months before the beginning of our work
together in May, I noted that "in short, I think you've got a great story to tell
and I'd be privileged to help you tell it."
Suffice it to say it's been an even greater privilege than I had anticipated. And
the interest in the Carmel story has also been greater than anticipated. In just
six months beginning last June we managed to meet, in Washington, New York
and Chicago, with the following media:
NEW YORK CITY
• Kathleen Madigan, Economy Reporter, Dow Jones News Service
• Martin Pedersen, Executive Editor, Metropolis Magazine
• Ron Scherer, Business Reporter, Christian Science Monitor
• Louise With, U.S. Correspondent, Berlingske Tidende
• Aileen Cho, Transportation Editor, Engineering News Record
• Patrick Cole, Arts and Philanthropy Writer, Bloomberg News
• Connie Mitchell-Ford, Editor, The Wall Street Journal
• Alan Rappeport, The Financial Times
• Matthew Wells, Correspondent, BBC
WASHINGTON, DC
• Steve Inskeep, host, National Public Radio (NPR) (A Carmel native,
Inskeep met with Mayor Brainard in Carmel over Thanksgiving in 2010)
• Karen Thuermer, reporter, FDI Magazine
• Jim Ostroff, Jerry Idaszak, Editors, Kiplinger's
• Suzanne Goldenberg, The Guardian
CHICAGO
• Amy Hoak, Reporter, Marketwatch
• Flynn McRoberts, Bureau Chief, Bloomberg News
• Maura Webber Sadovi, Reporter, The Wall Street Journal,
• Charlotte Howard, Midwest Correspondent, The Economist
• Greg Burns, Editorial Board, Chicago Tribune
In addition, good contact and interest in a future story was expressed by
Chicago-based reporters Diane Eastabrook of the Nightly Business Report and
Judy Keen of USA Today, among others.
So far we've been able to convert these interviews into articles or references
featuring Carmel in Bloomberg News, The Wall Street Journal, Foreign Direct
Investment, The Christian Science Monitor and The Financial Times, with more
expected soon. In late April, CNN send a camera crew for an interview on
Carmel's roundabouts,
It all makes for a momentum worth maintaining, especially now with the
opening of the Palladium Concert Hall in January, the completion of the other
facilities in the Center for Performing Arts and the International Roundabout
Conference in May, among other developments. In brief, Carmel will continue
to have a story to tell that should only get better in the months and even years
ahead.
For that reason, I'm pleased to submit this proposal for a "replacement
contract," beginning June 1, 2011 and carrying through the end of December,
2013. Among other advantages, such a contract will allow Carmel to lock in
the current fee structure for the program, while retaining the 60-day
cancellation clause that will allow both sides to continue evaluating the
program along the way. Following are an outline of the basic program
elements, along with a budget for the three-year period.
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Program Elements
To accomplish the overarching goal of positive regional, national and even
international exposure for Carmel, the tactics and activities carried out in the
program will include the following:
a) Press trips to Carmel, two per year, each comprised of 2-4
journalists covering one or more of the storylines referenced in our
earlier contract. In 2011 this would include bringing in journalists
for the gala opening of the Palladium as well as transportation-
related media at the time of the International Roundabout
Conference in Carmel, scheduled for May 17-20.
b) Media tours for the Mayor and/or other relevant Carmel
spokespeople in major media centers (e.g., Chicago, New York).
Interviews during these tours continue to be a good way to generate
interest in the Carmel story and although we've already done even
more of these than anticipated we will continue to look for
opportunities to take advantage of the Mayor's travel schedule to
these cities.
c) Frequent referral of media leads that come our way.
d) Ongoing pitching of the Carmel story to the list of"most wanted
media," 40-50 press outlets jointly we jointly identified in 2010.
e) Continued crafting of prototype pitch letters and backerounders for
the 3-4 storylines we've previously identified along with others that
present themselves during the course of the contract.
f) Speaking engagements in relevant local, regional or national forums
covering topics such as transportation, urban affairs, the
environment, the arts, etc. as referenced above.
g) Ongoing advice and counsel for the Mayor, his staff (especially
Nancy Heck) and other allies in the city. The purpose is offer
recommendations on messaging for various issues and opportunities
facing the city as well as ideas for promoting civic spirit within
Carmel itself.
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Budget, Timing and Terms
This revised program will begin on June 1, 2011 and run through Dec. 31,
2013. It will continue on a month-to-month basis after December 2013
unless otherwise signified by the City of Carmel.
This agreement may be cancelled by either party, the City of Carmel
or Rob DeRocker for any reason whatsoever upon 60 days written
notice to the other.
Professional fees for carrying out this program will be $9,150 per
month, or a total of $283,650. (This "locks in" for the full periodthree
years the same monthly fee charged in the initial months of the program).
Professional fees will be billed at the 1s` of each month based on work for the
previous month. (Feb. 1 for work in January, etc.).
Ordinary expenses (telephone, photocopying, overnight packages and other
similar costs) will be included in the monthly fee. Extraordinary out-of-
pocket travel expenses such as account staff and journalist travel
will be billed separately at no mark up with appropriate
documentation. A full budget page follows.
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PUBLIC RELATIONS PROGRAM FOR THE
CITY OF CARMEL
JUNE 1, 2011 - DECEMBER 31, 2013
PROGRAM BUDGET
PROFESSIONAL FEES ($9,150/MONTH x 31 MONTHS): $283,650
ACCOUNT STAFF TRAVEL (FOR RESEARCH AND BRAINSTORMING VISITS,
PRESS TRIPS AND ESCORTING OF MEDIA TOURS AND SPEAKING
ENGAGEMENTS)
(21TRIPS X $1,000): $21,000
TRADE JOURNALISTS' TRAVEL TO CARMEL
(20 JOURNALISTS X $1,000): $20,000
CONTINGENCY BUDGET (E.G., FOR UNFORSEEN
PROMOTIONAL OPPORTUNITIES): $20,000
TOTAL ESTIMATED EXPENSES: $ 61,000
TOTAL PROGRAM BUDGET: $344,650
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I look forward to our continued work together in promoting the
remarkable City of Carmel!
Sincerely,
Rob DeRocker
Accepted: .„, //it drL/./iI// Date I 2-) 1 1 20 /1
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Carmel Redevelopment Commission
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