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HomeMy WebLinkAboutRob Derocker - 344,650.00- 6/1/2011 3 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. 2 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 backgrounders 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. 3 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 lst 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. 4 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 5 I look forward to our continued work together in promoting the remarkable City of Carmel! Sincerely, Rob DeRocker Accepted: ti„the � 41�/ Date l 2] J [ 20 If Carmel Redevelopment Commission 6 Carmel Redevelopment Commission Meeting Agenda Item Action Item # 2 PRESENTER ACTION REQUESTED Les Olds Approval ITEMEUBIECT Motion to approve the Rob DeRocker, public relations contract in the amount of$283,650 6UUGET PPPROPR:ATICN MEETING DATE $283,650 May 26, 2011 SUMMARY: Public relations agreement from June 1, 2011 through December 31, 2013. MOTION: Motion to approve the Rob DeRocker, public relations contract in the amount of$283,650, subject to available funding.