R-03-02-27-9A1 - 2/27/2003_g1
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RESOLUTION NO. R- 03- 02 -27 -9A 1
WHEREAS, the City of Round Rock desires to retain national media
relations services, and
WHEREAS, Development Counsellors International has submitted an
Agreement for Consulting Services to provide said services, and
WHEREAS, the City Council desires to enter into said agreement
with Development Counsellors International, Now Therefore
BE IT RESOLVED BY THE COUNCIL OF THE CITY OF ROUND ROCK, TEXAS,
That the Mayor is hereby authorized and directed to execute on
behalf of the City an Agreement for Consulting Services with
Development Counsellors International, for national media relations
services, a copy of said agreement being attached hereto as Exhibit "A"
and incorporated herein for all purposes.
The City Council hereby finds and declares that written notice of
the date, hour, place and subject of the meeting at which this
Resolution was adopted was posted and that such meeting was open to the
public as required by law at all times during which this Resolution and
the subject matter hereof were discussed, considered and formally acted
upon, all as required by the Open Meetings Act, Chapter 551, Texas
Government Code, as amended
RESOLVED this 27th day of February, 003
/L‘p. / at_
-ff__ //�� �
, " NYL LL, Mayor
AT '�5+ [/ / ry City •' Round Rock, Texas
CHRISTINE R. MARTINEZ, � City Se etary
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NOW, THEREFORE, WITNESSETH:
1.02 GENERAL CONDITIONS
RECITALS:
1.01 EFFECTIVE DATE, DURATION, AND TERM
EXHIBIT
r 4 1.
CITY OF ROUND ROCK
AGREEMENT FOR CONSULTING SERVICES
WITH DEVELOPMENT COUNSELLORS INTERNATIONAL
THIS AGREEMENT is made and entered into on this the day of the month of
, 2003, by and between the City of Round Rock, a Texas home -rule municipal
corporation, whose offices are located at 221 East Main Street, Round Rock, Texas 78664 -5299
(hereinafter referred to as "City"), and Development Counsellors International, whose offices are
located at 461 Park Avenue South, New York, New York 10016 (hereinafter referred to as "DCI ").
WHEREAS, City desires to contract for DCI's assistance in developing a national media
public relations campaign and providing national media relations' services in the area of economic
development and tourism marketing, and
WHEREAS, the parties desire to enter into this Agreement to set forth in writing their
respective rights, duties and obligations hereunder;
That for and in consideration of the mutual promises contained herein and other good and
valuable consideration, the sufficiency and receipt of which are hereby acknowledged, it is mutually
agreed between the parties as follows:
This Agreement shall be effective on the date it has been signed by every party hereto, and
shall remain in full force and effect unless and until it expires by operation of the term indicated
herein, or is terminated or extended as provided herein.
The term of this Agreement shall be for seven (7) months beginning March 1, 2003 and
ending September 30, 2003. After that initial term, this Agreement may renew and extend for
successive terms for a period not to exceed two (2) years after the initial expiration of term, only
upon the express written agreement of both parties and only provided DCI has performed all
covenants and undertakings specified in this Agreement and any appended materials.
City reserves the right to review the relationship at any time, and may elect to terminate this
Agreement with or without cause or may elect to continue.
The General Conditions contained herein shall apply to DCI's document entitled "The City
of Round Rock, Texas National Economic Development Public Relations Campaign, "attached
hereto as Exhibit "A" and made a part hereof of all appropriate purposes. This Agreement (and all
attached exhibits) is entered into by and between the City of Round Rock or its subsidiaries or
affiliates (collectively "City ") and DCI or any entity directly or indirectly owned or controlled by
same (collectively "DCI ").
1.03 PROPOSAL FOR MEDIA PUBLIC RELATIONS SERVICES
1.04 SCOPE OF SERVICES
For purposes of this Agreement, DCI has issued its document attached hereto as Exhibit "A"
for the assignment(s) delineated therein. Such document, as issued by DCI, is appended to this
Agreement and labeled as Exhibit "A." Such document is deemed to incorporate the General
Conditions contained herein. Except with respect to the description of specific services and fees for
the assignment(s) delineated therein, the General Conditions of this Agreement and this Agreement
itself shall prevail over any conflicting terms therein. Taken together with the appended document,
the General Conditions contained in this Agreement shall evidence the entire understanding and
agreement between the parties and supersede any prior proposals, correspondence or discussions.
DCI shall satisfactorily provide all services described under this "Scope of Services"
category. DCI's undertakings shall be limited to performing services for City and/or advising City
concerning those matters on which DCI has been specifically engaged. DCI shall perform its
services in accordance with these General Conditions and this Agreement, in accordance with the
appended exhibit, in accordance with due care, and in accordance with prevailing consulting industry
standards for comparable services.
OBJECTIVE A:
SCOPE OF SERVICES
DCI shall, within the first fourteen (14) days of the term of this Agreement, conduct a three -
day on -site visit by DCI representatives to define specific story theme lines related to Round Rock's
overall success story. Such visit shall include the requirement that DCI schedule and attend a series
of meetings /interviews with executives from companies in the area, that DCI schedule and attend
tours of company facilities, and that DCI schedule and attend meetings with public sector and private
sector spokespersons. In that regard, it is understood and agreed by and between the parties that City
shall assist in (1) scheduling such meetings and appointments via letters of introduction or (2)
introducing DCI representatives and/or actually arranging such meetings and appointments.
Additionally, DCI shall create and provide a "most wanted" list of media outlets. Such list is defined
as a blend of general business, trade and broadcast outlets which are read and /or viewed by
prospective investors, and such list shall delineate the "top targets" for DCI's efforts.
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OBJECTIVE B:
OBJECTIVE C:
OBJECTIVE D:
OBJECTIVE E:
OBJECTIVE F:
OBJECTIVE G:
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1< t
DCI shall consult with City representatives to identify and select appropriate spokespeople
for a media/site selection consultant tour. DCI shall then coordinate this tour, arranging a total of
at least four (4) interviews with journalists at top -tier media outlets and at least two (2) appointments
with targeted site selection consultants.
DCI shall organize and host a two -day business press trip for at least three (3) press people
from general business and targeted trade outlets to meet in Round Rock with senior level business
executives at companies located in the area.
Prior to such business press trip, DCI shall research story ideas and angles to fit the editorial
focus of each target publication, shall coordinate efforts with area chambers of commerce, shall work
with City staff to provide appropriate background material for industry journalists, shall assist in
story development, shall advise on company spokespeople, and shall implement a series ofmeetings
to which are invited industry journalists who are taken to visit key companies in the area for a series
of personal interviews and fact - finding excursions related to their story development needs.
Prior to such business press trip, DCI shall develop a media list of publications and writers
who focus specifically on the industries targeted by DCI in collaboration with City representatives.
DCI shall arrange for at least one (1) top -tier media outlet to visit Round Rock for story
research, and shall facilitate and offer assistance in arranging appointments and interviews for their
representatives.
DCI shall approach and/or respond to top -tier media outlets, both print and broadcast, with
a series of story angles highlighting the dynamic business environment in the area resulting in
national and regional media placements, and such effort shall be on an ongoing basis.
DCI shall advise City representatives on how to achieve positive coverage in the region's
local media outlets, and shall assist in replaying national publicity results within the area.
DCI shall use best efforts to assist City in effectively marketing its business advantages to
a national business audience. This effort shall include but not be limited to providing feedback on
advertising programs, prospect research, advice on website development, and trade shows assistance.
1.05 PAYMENT FOR PROFESSIONAL SERVICES
In consideration for the professional services to be performed by DCI, City agrees to pay DCI
the following sum(s) as stated herein:
Professional Fees at $6,545.00/mo for 7 months $45,815.00
Reimbursable Expenses Not to exceed $14,750.00
$60,565.00
1.06 TERMS OF PAYMENT
To receive payment for professional services, DCI shall prepare and submit a series of
monthly invoices in a form acceptable to City Each invoice for professional services shall track the
"Scope of Services" category herein, and shall state and detail the services performed, along with
documentation for each such service performed. City shall endeavor to pay DCI in accordance with
the Prompt Payment Policy described in Section 1.07 herein. City shall be responsible for any sales,
gross receipts or similar taxes applicable to the services, but not for taxes based upon DCI's net
income.
1.07 PROMPT PAYMENT POLICY
In accordance with Chapter 2251, V.T.C.A., Texas Government Code, payment to DCI will
be made within thirty (30) days of the day on which City receives the performance, or within thirty
(30) days of the day on which the performance of services was complete, or within thirty (30) days
of the day on which City receives a correct invoice for the performance or services, whichever is
later. DCI may charge a late fee (fee shall not be greater than that which is permitted by Texas law)
for payments not made in accordance with this Prompt Payment Policy; however, this policy does
not apply to payments made by City in the event:
1. There is abona fide dispute between City and DCI concerning the services performed
that causes the payment to be late; or
2. The terms ofa federal contract, grant, regulation, or statute prevent City from making
a timely payment with federal funds; or
3. There is a bona fide dispute between DCI and a subcontractor or between a
subcontractor and its supplier concerning the services performed which causes the
payment to be late; or
4. The invoice is not mailed to City in strict accordance with instructions, if any, on any
purchase order or this Agreement.
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1.08 NON - APPROPRIATION
This Agreement is a commitment of City's current revenues only. It is understood and agreed
that City shall have the right to terminate this Agreement at the end of any City fiscal year if the
governing body of City does not appropriate funds sufficient to purchase the services as determined
by City's budget for the fiscal year in question. City may effect such termination by giving DCI a
written notice of termination at the end of its then - current fiscal year.
1.09 TERMINATION OR SUSPENSION
City may terminate or suspend performance of this Agreement for City's convenience upon
written notice to DCI. In that event, DCI shall terminate or suspend performance of the services on
a schedule acceptable to City. If termination or suspension is for City's convenience, City shall pay
DCI for all uncontested services performed to date of notice.
This Agreement maybe terminated by either City or DCI upon thirty (30) days' written notice
in the event of substantial failure by the other party to perform in accordance with the terms of this
Agreement and any appended documents. The non - performing party shall have fifteen (15) calendar
days from the date of the termination notice to cure or to submit a plan for cure acceptable to the
other party. The non - defaulting party shall be entitled to receive just and equitable compensation for
all services completed and all legal fees incurred by this action.
1.10 CITY'S RESPONSIBILITIES
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City shall have the responsibility of providing DCI with such documentation and information
as is reasonably required, if any, to enable DCI to provide the services called for. City shall cause
its employees and any third parties who are otherwise assisting, advising or representing City to
cooperate on a timely basis with DCI in the provision of its services. DCI may rely on written
information provided by City and its employees and agents as accurate and complete and may rely
on written directions provided by City and its employees and agents regarding provision of services.
1.11 INDEPENDENT CONTRACTOR STATUS
DCI is an independent contractor, not City's employee. DCI's employees or subcontractors
are not City's employees. This Agreement does not create a partnership relationship. Neither party
has authority to enter into contracts as agent for the other party. DCI and City agree to the following
rights consistent with an independent contractor relationship:
1. DCI has the right to perform services for others during the term of this Agreement;
and
2. DCI has the sole right to control and direct the means, manner and method by which
services required by this Agreement will be performed; and
3. DCI has the right to hire assistants as subcontractors, or to use employees to provide
the services required by this Agreement; and
4. DCI or DCI' s employees or subcontractors shall perform the services required by this
Agreement. City shall not hire, supervise, or pay any assistants to help DCI; and
5. Neither DCI nor DCI's employees or subcontractors shall receive any training from
City in the skills necessary to perform the services required by this Agreement; and
6. City shall not require DCI or DCI's employees or subcontractors to devote full time
to performing the services required by this Agreement; and
7. Neither DCI nor DCI's employees or subcontractors are eligible to participate in any
employee pension, health, vacation pay, sick pay, or other fringe benefit plan of City.
1.12 CONFIDENTIALITY
Each party shall take reasonable measures to preserve the confidentiality of any proprietary
or confidential information provided to it in connection with this engagement, provided that no
claim may be made for any failure to protect information that occurs more than two (2) years after
the termination or expiration of this Agreement. At the conclusion of the engagement, upon written
request, each party shall return to the other all materials, data and documents that have been provided
to the other party, except that DCI may retain one (1) copy of City's materials for its archival
purposes, subject to DCI's confidentiality obligations hereunder. City shall retain ownership of all
data and materials provided by it to DCI.
1.13 LIMITATION OF LIABILITY
Should any of DCI's services not conform to the requirements of this Agreement and
exhibits, then and in that event City shall give written notification to DCI; thereafter, DCI shall either
(a) promptly re- perform such services to City's satisfaction at no additional charge, or (b) promptly
refund the portion of the fees paid with respect to such services.
In the event that re- performance of services or refund of applicable fees would not provide
an adequate remedy to City for damages arising from the performance, nonperformance or breach
of this Agreement, then and in that event DCI's maximum total liability, including that of any
employee, affiliate, agent or contractor, relating to its services, regardless of the cause of action, shall
be limited to direct damages in an amount not to exceed the total fees payable under this Agreement.
The foregoing limitation of liability shall not apply to the extent that any liability arises from
the gross negligence or willful misconduct of DCI, its employees, affiliates, agents or contractors,
or from bodily injury, death of any person, or damage to any real or tangible personal property.
Neither party shall be liable for any indirect, special or consequential damages.
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1.14 INDEMNIFICATION
DCI agrees to hold harmless, defend, and indemnify City for and from any third party claim
or liability (including reasonable defense costs and attorneys' fees) to the extent arising from or in
connection with the negligence of DCI or its employees or agents in the course of performing
services. The limitation of liability set forth in Section 1.13 herein applies to DCI's indemnity
obligations pursuant to this Section 1.14, but the limitation shall not apply to the extent that any
liability arises from the gross negligence or willful misconduct of DCI, its employees, affiliates,
agents or contractors or from bodily injury, death of any person, of damage to any real or tangible
personal property. Except to the extent that DCI is obligated to indemnify City, City shall indemnify
and hold DCI, its employees, affiliates or agents harmless from any third party claim or liability
(including reasonable defense costs and attorneys' fees) to the extent arising from or in connection
with the services performed by DCI or City's use thereof.
1.15 ASSIGNMENT AND DELEGATION
No party may assign any rights or delegate any duties under this Agreement without the other
party's prior written approval.
1.16 LOCAL, STATE AND FEDERAL TAXES
DCI shall pay all income taxes, and FICA (Social Security and Medicare taxes) incurred
while performing services under this Agreement. City will not do the following:
1. Withhold FICA from DCI's payments or make FICA payments on DCI's behalf; or
2. Make state and/or federal unemployment compensation contributions on DCI's
behalf; or
3. Withhold state or federal income tax from DCI's payments.
1.17 NOTICES
All notices and other communications in connection with this Agreement shall be in writing
and shall be considered given as follows:
1. When delivered personally to the recipient's address as stated in this Agreement; or
2. Three (3) days after being deposited in the United States mail, with postage prepaid
to the recipient's address as stated in this Agreement.
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Notice to Consultant:
Development Counsellors Intemational
461 Park Avenue South
New York, NY 10016
Notice to City:
City of Round Rock AND TO:
Attention: City Manager
221 East Main Street
Round Rock, TX 78664
Nothing contained herein shall be construed to restrict the transmission of routine
communications between representatives of City and DC1.
1.18 APPLICABLE LAW
The laws of the State of Texas shall govern this Agreement. Venue shall lie in Williamson
County, Texas.
1.19 EXCLUSIVE AGREEMENT
This document, and all appended documents, constitutes the entire Agreement between DCI
and City.
1.20 DISPUTE RESOLUTION
If a dispute or claim arises under this Agreement, the parties agree to first try to resolve the
dispute or claim by appropriate internal means, including referral to each party's senior management.
If the parties cannot reach a mutually satisfactory resolution, then and in that event any such dispute
or claim will be sought to be resolved with the help of a mutually selected mediator. If the parties
cannot agree on a mediator, City and DCI shall each select a mediator and the two mediators shall
agree upon a third mediator. Any costs and fees, other than attorney fees, associated with the
mediation shall be shared equally by the parties.
City and DCI hereby expressly agree that no claims or disputes between the parties arising
out of or relating to this Agreement or a breach thereof shall be decided by any arbitration
proceeding, including without limitation, any proceeding under the Federal Arbitration Act (9 USC
Section 1 -14) or any applicable state arbitration statute.
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City of Round Rock
Attention: City Attorney
309 East Main Street
Round Rock, TX 78664
1.21 SEVERABILITY
The invalidity, illegality, or unenforceability of any provision of this Agreement or the
occurrence of any event rendering any portion or provision of this Agreement void shall in no way
affect the validity or enforceability of any other portion or provision of this Agreement. Any void
provision shall be deemed severed from this Agreement, and the balance of this Agreement shall be
construed and enforced as if this Agreement did not contain the particular portion or provision held
to be void. The parties further agree to amend this Agreement to replace any stricken provision with
a valid provision that comes as close as possible to the intent of the stricken provision. The
provisions of this Section 1.21 shall not prevent this entire Agreement from being void should a
provision which is of the essence of this Agreement be determined void.
IN WITNESS WHEREOF, City and DCI have executed this Agreement on the dates indicated.
CITY OF ROUND ROCK, TEXAS ATTEST:
By:
Nyle Maxwell, Mayor Christine R. Martinez, City Secretary
Date Signed: Date Signed:
DEVELOPMENT COUNSELLORS INTERNATIONAL
By:
Andrew T. Levine, President
Date Signed:
ATTACHMENTS
Exhibit "A ": The City of Round Rock, Texas National Economic Development Public
Relations Campaign
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Development Counsellors International 461 Park Avenue South. New York, NY 10016
Phone (212) 725 -0707 Fax (212) 725 -2254 E -mail econdev @dc- intl.com / Websde: www.aboutdci.com
January 9, 2003
Round Rock City Hall
Attn: Purchasing Agent
221 East Main Street
Round Rock, Texas 78664
Dear Ms. Morrow:
We are pleased to present this revised proposal/summary of our qualifications (based upon
a shortened timeframe) to provide national media relations' services to the City of Round
Rock. Throughout this process, it has been a pleasure getting to know Nancy Yawn and
learning the amazing stories this city has to tell.
Undoubtedly, you will receive numerous submittals from public relations agencies that do
excellent work. Sifting through them to determine which agency has the expertise,
accomplishments and staff that best meets your needs will be a challenge!
Here, then, are some key things to consider about DCI.
As the only public relations firm in the world to specialize solely in economic development
and tourism marketing, we have represented countless cities, counties and regions in
Texas and across the US. In addition, we have worked for 35 of the 50 states, including
Texas.
On behalf of these places, DCI has garnered articles in such media as The Wall Street
Journal, The New York Times and CNN. We have taken business and government
leaders to meet with top journalists and site selection consultants in Dallas, Chicago, New
York and San Francisco. We have brought reporters from leading industry trade
magazines to cities to see firsthand their economic development success stories. We
maintain an active database of 2,000+ reporters and consultants that help us achieve these
results.
We will bring this considerable expertise to bear in helping Round Rock accomplish its
economic development goals. But more importantly, we are excited at the prospect of
working in partnership with Round Rock to ensure this success.
So without further preamble. -.on to the presentation!
EXHIBIT
"An
I. A WORD ABOUT DCI: FIVE FACTORS THAT MAKE
US DIFFERENT
The most important question to answer first is, why DCI? Summarized below are five
factors that distinguish us from the other excellent agencies likely to respond to this
request for qualifications and why our firm is uniquely qualified to manage this proposed
program for the City of Round Rock:
• DCI is the only firm in the world specializing exclusively in economic
development marketing. Since 1960, we have served over 300 states, cities, regions,
countries and others. This track record includes economic development and tourism
promotion work with 35 of the 50 states and countless cities across the United States,
including Abilene, TX; Amarillo, TX; Charleston, SC; Hampton Roads, VA; Irvine,
CA; Lehigh Valley, PA; Oklahoma City, OK; and Tacoma, WA.
• This niche position — representing places rather than companies — has
allowed us to build a unique equity with the national business media.
For our clients, this translates into an exceptional ability to package
and present newsworthy story ideas that ultimately result in highly
favorable editorial placements. A sampling of these results are provided in
Section V. We are proud of our ability to produce superb editorial
placements within major business media. We don't believe you'll find
another firm with this kind of record of success.
• At the heart of this success is a carefully developed database of 2,000+
business editors, reporters and producers that we have worked with in
the past. In addition, we maintain a database of 150+ location advisors who
specialize in assisting key corporations in site selection.
• DCI is often selected as a "single source" in economic development
editorial placement because of our unique degree of specialization. We
are often approached by the media in terms of developing stories they are
currently researching and writing.
• Finally, DCI knows the State of Texas via our ongoing work with TxED's
Tourism Division as well implementing marketing programs for a range of
Texas communities including Abilene, Austin, Beaumont, Dennison, Fort
Worth and Wichita Falls.
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II. THE PROGRAM: TELLING ROUND ROCK'S
OPPORTUNITY STORY
A. Getting Started: Defining the "Round Rock Storv"
The first step of any good marketing program is to understand the product and
what it has to offer to the prospective audience. Essentially, we will begin by
uncovering and understanding the key local stories and then exploring how they
might fit into national angles. Specific angles to strongly pursue include:
• The Dilemma of a One- Company Town...In securing Dell in 1994,
Round Rock almost became a victim of its own success. As the
company grew, it provided significant jobs and revenue for the city.
But the community has proven equally successful in landing a range of
other successful companies. DCI will position this as a case study
demonstrating how other one - company towns can diversify their
business base;
• On the Leading Edge...Round Rock is home to companies that are
pioneering the use of technologies like microimaging, Nanotechnology
and bio products such as harmless bacteria that eat oil spills (among
other tasks.) DCI will position the community as a foundation of
innovation; and
• Unique Corporate Case Hiistories...One of the best ways to tell the
economic development story is through the companies there. Round
Rock is home to companies like Cyprus Semiconductor, DuPont
Photomasks and Photronics that were outlined during our call as
possible success stories. DCI would seek to explore these and other
possibilities fully.
We'd want to schedule a series of meetings/interviews with executives from
companies in the area, tour their facilities, and meet with both public and private
sector spokespersons. We recommend that in the first two weeks of the program,
a DCI team spend two to three days in the area researching key story lines.
In addition to defining specific story angles, the DCI team will prepare for your
approval of a "Most Wanted List" of media outlets — a blend of general business,
trade and broadcast outlets that are read/viewed by prospective investors. This
forms the list of "top targets" for our efforts.
OBJECTIVE: Within the first two weeks of the program, conduct a 3 -day
visit by the DCI team to define specific story themelines related to the
Round Rock's overall success story; create "most wanted list" of media
outlets.
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B. Taking "Round Rock on the Road ": Media Tour to Dallas
This is where the region takes its story directly to the news media. This is similar
to our work with the city of Austin and Michael Dell, whom we brought to New
York for such an event.
This is vitally important because reporters at top -tier publications such as The Wall
Street Journal, The New York Times and Business Week often can't travel as readily
as the trade press to make the initial discovery about a story. We will work closely
with you to choose appropriate spokespeople and then take your story directly to
the doorstep of media based in Dallas, where many of these publications have
bureaus.
We'd work closely with your staff to best identify which story angles would be
most appealing and applicable to these journalists.
OBJECTIVE: Over the course of the program, coordinate one
media tour to a major media center with a total of four to six
interviews with joumalists at top -tier media outlets during the trip.
C. Group Press Trip to Round Rock (or Bringing Mohammed to the Mountain)
Simply said, there is no substitute for actually seeing the product.
A carefully arranged business press trip can be extremely important not only in
garnering immediate publicity but in creating a friend in the media who knows you
and becomes easy for you to go back to again and again. We imagine this
technique makes particular sense for Round Rock where there are bound to be a
whole series of "business surprises" for the voyaging journalist.
Hence, a core public relations activity would be a strong, carefully targeted
program of journalist visits.
According to those industries identified as your targets, we would develop a media
list of publications and writers who focus specifically on these target industries.
Based on our experience, each of your target industries will have approximately
three to five "publication bibles" which are well read among those industry
executives.
We'd approach these industry journalists and invite them to visit key companies in
the region for a series of personal interviews and fact - finding excursions relatgd to
their story development needs. As you can imagine, it's essential that we first
research story ideas and uncover appropriate angles that would fit into the editorial
focus of each of these target publications.
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In this vein, it may be appropriate to coordinate these efforts with the Austin
chamber in order to offer a more comprehensive package to reporters.
We would work with your staff to provide the appropriate background material for
these journalists, assist in story development, advise on company spokespeople and
implement a series of successful meetings.
OBJECTIVE: Organize and host one two -day press trip of three
to five press people from general business and targeted trade
outlets to meet with senior level business executives at companies
located in Round Rock and, potentially, Austin.
D. Individual Media Visitation
A number of top - tier business media (i.e. The Wall Street Journal, The Economist,
CNN, The New York Times) usually prefer an individual tour specifically tailored to
their unique story angle. They will cover their own travel and accommodation costs
but are typically open to our assistance in arranging appointmentslmterviews for them.
We would target visitation by one or two top -tier media outlets in the program's six
months.
OBJECTIVE: Arrange for one top -tier media outlet to visit
Round Rock for story research.
E. Ongoing Media Placement
Because of our unique position as the only marketing firm specializing in economic
development, we have the benefit of having journalists from around the country come
to us for interview sources.
With a current list of 20+ economic development clients, we're involved in many
of the national stories being researched by business reporters around the country.
It's in this light that we'd like to include Round Rock spokespeople as one of the
contacts we can provide to the national media.
OBJECTIVE: Respond to and approach on an ongoing basis top -tier
media outlets (both print and broadcast) with a series of story angles
highlighting the dynamic business environment in Round Rock resulting in
national and regional media placements.
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F. Telling Your Story at Home: Local and regional coverage
We are aware of the enormous importance of local and regional coverage and will
be available to advise you on how to achieve positive coverage in the region's local
media outlets, including ideas on "playing back" success for the home audience.
OBJECTIVE: Assist in replaying national publicity results within
Round Rock.
G. Continuous Advice & Counsel
As already indicated, much ofDCI's work is in the editorial placement and public
relations arena, but much of it is not. We simply do everything we can to help our
clients achieve their objectives as quickly and economically as possible, and we
have a feeling in the case of the Round Rock we could be sizably helpful.
OBJECTIVE: In any manner possible, assist the city in effectively
marketing their business advantages to a national business audience.
This activity is as diverse as providing feedback on advertising
programs, prospect research, advice on website development, or
trade shows assistance.
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III. RESULTS MEASUREMENT: IN OTHER WORDS,
HOW ARE WE DOING?
We have built -in individual objectives into each of our marketing elements, but we also
would like to suggest another monitoring device that will help us collectively assess "how
were doing." First, allow us to define two important aspects of the measuring process:
• "Advertising Equivalency" represents the cost of purchasing a similar amount of
advertising space occupied by a given editorial article.
• "Advertising Impact" is based on a formula developed by the advertising legend David
Ogilvy, who stated that for reasons of credibility, positive editorial articles have an
overall impact of five times greater than advertising.
Our aim for this program would be to obtain a 2.5:1 return on investment. In other
words, based on this program of $45,815 in•professional fees, we would seek to generate
approximately $115,000 in advertising equivalency and $575,000 in advertising
impact.
IV. ACCOUNT STAFF
The DCI account team will be headed by President Andy Levine, who will serve as the
primary strategist for the account. Day -to -day management, strategy and implementation
will be provided by a three- person team that includes Lynn Martin - Haskin, Vice President;
Marissa Murray, Senior Account Executive; and Todd Lang, Account Executive.
Brief biographies of each team member (with caricatures) are provided on the following
pages:
-8-
Andrew T. Levine
President
Background: • As senior officer of two direct response firms, Andy designed direct
mail/telemarketing programs that raised $42 million for 17 non -profit
organizations. Joined DCI in 1991; named President in 1994.
Notable • Developed a highly successful editorial placement program for New
Results: Orleans and The River Region, with major results in The Wall Street
Journal, Washington Post, Success, Nation's Business and CNN. In the
program's first year, 76 placements were achieved with an advertising
impact of $5.9 million.
• Arranged for the 1996 Sports Illustrated Swimsuit Issue to be shot on
location in South Africa. Accompanying the photo essay were over 16
pages of editorial content profiling South Africa's diverse tourism
offerings.
• Placed a five -page article in Forbes for QualPro, an innovative quality
implementation firm. The article resulted in 66 "serious" inquiries, 6 new
clients and over $500,000 in new business.
• Created a telemarketing campaign for Fairleigh Dickinson University,
which reached 12,455 prospective students, resulted in 500+ applications
for admission and improved the conversion rate.
Quote: "Our objective is simple: help our clients become heroes in their own
communities."
-9-
Lynn Martin Haskin, Ph.D.
Vice President
Background: • Lynn has 12 years experience in economic development, marketing, and
fundraising for Greater Philadelphia First the region's private sector
leadership organization. She also was a university administrator and a
tenured faculty member, a reporter for daily and weekly newspapers, and a
musician who paid her way through college playing vibraphone in a trio.
Notable • Attracted and retained dozens of companies and thousands of jobs
Results: for the Greater Philadelphia, tri -state region;
• Managed a Partnership of 100+ public and private sector leaders and
achieved measurable results in economic development, regional marketing,
fundraising, and public policy;
• Served President Timmy Carter who appointed her to a nominating panel
for the Third Circuit Court of Appeals;
• Provides volunteer leadership to economic development, civic, and
cultural organizations in her community.
Quote: "Opportunities are e- v- e- r- y- w- h- e-r -e.
Creativity sparks them. A "can-do" attitude ignites them. Success allows
satisfied clients to bask in the glow."
-10-
Marissa Murray
Senior Account Executive
• Participated in several successful sales presentations with DCI's
Chairman/Founder Ted Levine.
MAR'ss&
Background: • Marissa has a Bachelor of Arts in Communication from Villanova
University where she managed the radio station, produced and hosted
several shows, and was a reporter and editor for the newspaper. She
chaired the Special Olympics and the Feminist Club while on the dean's list.
Today, this energy and expertise are focused on her clients, including
Colombia, Mexico, the Lehigh Valley, Richmond and the City of Yonkers.
Notable • Successfully placed stories in top -tier business media publications
, Results: such as The New York Times, The Financial Times, The Wall Street
Journal, and The Washington Post.
• Conducted an international press tour to the Lehigh Valley, which
resulted in coverage in Handelsblatt, TV- Sweden, Deutsche Welle TV,
and Asahi Shimbun.
• Organized special events for DCI staffers and is known for taking three
modes of transportation to work: train, subway and ferry.
Quote: "With imagination and hard work, we make clients successful. And, we all
can have fun and make friendships while we do."
Todd Lang
Account Executive
- 12 -
Background: • Before joining DCI, Todd spent three years as a recruiter in the
technology field. His time there coincided with the peak, fall and eventual
rebirth of the Internet industry, and the experience provided him with
valuable lessons. Serving in a sales and account management role, he
prospected for new clients, negotiated and closed deals met regularly with
top -level executives and provided career guidance to applicants.
• Prior to this, Todd spent one year as a teacher in a New York State
Public School. He holds a Bachelor's of the Arts Degree from Marist
College, in Poughkeepsie, New York, where he studied Communications,
with a specialty in Journalism.
Notable • Todd is a key member on the account team representing Lehigh
Results: Valley, Michigan, Pittsburgh, Richmond, Spirit of Milwaukee and Trenton.
• For Billings, Montana, he organized 13 meetings with companies in the
Rocky Mountains area and the Pacific Northwest, to introduce the benefits
that companies receive by locating to Billings, Montana.
• For Texas Tourism, he organized 26 meetings between the client and
tourism companies, and coordinated two teams of representatives to carry
out these meetings over a 3 -day prospecting mission.
Quote: "When something needs to be done, you roll up your sleeves and do it"
SAMPLES and REFERENCES
So far, we've described what we will do for Round Rock as well as the results we expect.
To provide a basis for how we developed the program and its objectives, this section
demonstrates our successes with comparable programs for similar cities.
Following are three case studies from our Tacoma, Washington; Research Triangle
Regional Partnership of North Carolina; and Huntsville, Alabama clients. In addition,
several work samples from press clips to media tour itineraries, as well as reference letters
are included for each.
-13-
THE CHALLENGE:
Despite Tacoma's reputation as "the industrial stepsister of Seattle" and the unfortunate
rhyming phrase known as "the Tacoma aroma," position Tacoma as a viable place for
technology business and growth.
lHE DCI SOLUTION:
• Research and develop a themeline that boldly and accurately positions Tacoma as a
"player" in the technology attraction game.
• Work closely with city officials to promote this themeline and its message to one of
Tacoma's local business community.
• Design and execute a publicity campaign targeted specifically at the business and
technology leaders in Seattle.
• Coordinate interviews with national news bureaus most likely to cover Tacoma.
lilt RESULTS:
City of Tacoma Economic
Development Department
• DCI developed, and Tacoma officials adopted the themeline, `America's #1 Wired
City." Themeline is based on the fact that Tacoma has the largest city-owned telecom
network in the nation. Since its establishment, 100 new tech companies have
expanded to Tacoma.
• Local news outlets reported positively on the City's efforts, notably The News Tribune
in an article titled, "It's Official: Tacoma's Rebound is for Real."
• For the first time in decades, The Seattle Times carried an overwhelmingly positive
article on Tacoma, prominently featured on the front page of its business section.
Article was titled appropriately, "Tacoma Emerges as a Tech Center."
• As a result of the Seattle media tour, Sam Verhovek of The New York Times visited
Tacoma and wrote an article titled, "Its Air Cleaned, Its Tech High, a City Rebounds."
• Business Week published a story titled, "More Wired Than Seattle?" which quotes city
officials and notes the themeline, "America's #1 Wired City."
-14-
City of Tacoma
Economic Development Department
Itinerary for
New York Media Tour
ednesday;
Participants:
• Mike Phillips, President & Chief Executive Officer, Frank Russell Company
• Juli Wilkerson, Director of Economic Development, City of Tacoma
• Kathy Young, Executive Assistant, Frank Russell Company
• April Mason, Account Supervisor, Development Counsellors International,
Cell: 646 -554 -4295
• fun Lee, Account Executive, Development Counsellors International,
Cell: 917 - 312 -3087
Wednesday, May 9
8:30a.m. Briefing breakfast
J.W. Marriott - Halcyon Restaurant
151 West 54th Street
212 -468 -8888
Reservations for 4 under "Mason"
(Participants: Phillips, Wilkerson, Young & Mason)
9:50a_m. Walk 3 blocks to Financial Times
10:00a.m.
Financial Times
Elizabeth Wine, Financial Reporter
1330 Avenue of the Americas (Between 53' & 54 Streets)
New York, NY
212- 641 -6578
elizabeth.wine @ft.com
10:50a.m. Walk 2 blocks to Fortune
-15-
11:00a.m.
11:45a.m. Car service takes group to lunch, Confirmation #112598
12:15p.m.
1:30p.m. Car service departs for the Economist
1:45p.m.
2:30p.m. Car takes Phillips to JFK for 5:00 p.m. flight,
3:15p.m. New York Times/Engineering News - Record
Aileen Cho, Associate Editor
Meet at DCI offices
461 Park Avenue South
New York, NY 10016
212 - 904 -3389
acho@mcgraw-hill.com
(Note: Juli Wilkerson only — Aileen Cho is freelancing for the New
York Times and planning an economic development feature)
4:30p.m. Wilkerson takes taxi back to hotel
* All appointments subject to change.
Fortune Magazine
Matt Boyle, Business Reporter
Vera Titunik, Senior Editor
1271 Avenue of the Americas, Room 1558B (Bet. 50 & 51 Sts.)
New York, NY 10020
212 -522 -0380 (Ask security guard to call extension)
matthew boyle@fortunemail.com
Lunch - Forbes Global Business
Heidi Brown & John Christy, Business Editors
The Gotham Restaurant
12 East 12th Street (5 Ave.)
New York (212) 620 -4020
620 -0181 (Call to confirm)
Reservation for 5 under "Mason"
Hbrown@forbes.cont
The Economist
Tom Easton
Business Editor
475 Park Avenue South, 5 Floor
New York, NY 10016
646- 213 -1006
# ##
-16-
Research Triangle Regional Partnership
of North Carolina
THE CHALLENGE:
Assist this diverse 13- county region in promoting their community as a competitive high -
tech manufacturing location to a global business audience.
1111 DCI SOLUTION:
• Place a strong and targeted emphasis on generating positive business stories in foreign
newspapers and broadcast outlets.
• Develop and implement a strategy to directly target prospects in the German market.
• Emphasize the strength of this technology region in the U.S. market
'1111 RESULTS:
• Arranged for more than 20 foreign journalists to visit the Region resulting in articles
appearing in Die Welt, Yomiuri Shimbun, The Financial Post, NTV, Les Echos and
Die Zeit to name a few.
• Through the implementation of a direct mail and telemarketing campaign, arranged 32
face -to -face meetings with German prospects in conjunction with the Hannover Fair.
• Arranged for 3 international speaking engagements to discuss Location opportunities in
the Research Triangle Region.
• Coordinated a luncheon for 25 Boston -based venture capitalists to learn more about
investment opportunities available in the Region.
ITINERARY
Visit to Research Triangle, North Carolina by
CLAUS TIGGES
FrankfurterAllgemeine Zeitung
Friday, March 15:
7:30 — 9:00a.m. Mr. Charles Hayes, President and CEO (Confirmed)
Mr. Ted Abemathy, Executive Vice President
Research Triangle Regional Partnership (RTRP)
1400 Terminal Blvd., Suite 901
Raleigh, NC 27623
919 - 840 -7372
tabernathv@researchtrianale.org
www.researchtriangle.org
(Mr. Abernathy will present an overview of the Research Triangle region
and its growth as a high -tech hotspot.)
9:30 — 10:00a.m. Mr. Steven Burke, Vice President (Confirmed)
North Carolina Biotechnology Center
15 T.W. Alexander Drive
Research Triangle Park, NC
919 -541 -9366
www.ncbiotech.or
10:30 — 11:00a.m.
- 18 -
Mr. Ray Denny (Confirmed)
North Carolina Department of Commerce
(Fain is leading the delegation to Germany in early April)
(North Carolina has special agreements concerning biotechnology with
Germany and Burke is the expert on that. He will also be giving
seminars in Germany on the state's biotechnology industry.)
Mr. Max Wallace, President and CEO (Confirmed)
Cogent Neuroscience
4425 Ben Franklin Blvd.
Durham, NC 27704
919- 688 -7100
www.cogentneuro.com
11:30- 11:50a.m.
- 19 -
Ms. Kathy Goodin (Confirmed)
Director of Human Resources
Schwarz BioSciences
4101 Research Commons (off T.W. Alexander Drive)
Durham, NC
919- 767 -2534
919- 767 -2555
kathy.goodin@schwarzbiosciences.com
Web site: www.schwarzpharma com
(The company, the U.S. arm of Schwarz Pharma AG ofMonheim,
Germany, was established in RTP in June 2000 with less than 10 people.
It has now grown to 55 employees.)
1:00 — 1:45p.m. Ms. Darleen Johns (Confirmed)
President and CEO
Alphanumeric Systems Inc.
301 Wake Forest Road
Raleigh, NC 27609
919 - 781 -7575 (General)
919- 376 -4450 (Direct)
www.alphanumeric.com
(Ms. Johns is past chairman of the North Carolina Electronics and
Information Technology Association and a current board member. She
will be part of the group that will be visiting Germany in early April.)
2:00 — 2:30p.m. Mr. Robert Stoner (Confirmed)
Vice President of Human Resources
EMD Pharmaceuticals
(Phone interview, to be conducted from Alpha- Numeric Systems)
3211 Shannon Road, Suite 500
Durham, NC 27707
919 -401 -7102
www.emdpharmaceuticals.com
(EMD Pharmaceuticals is the U.S. affiliate of Germany -based Merck
KgaA. The company is rapidly expanding in the Research Triangle.)
4:00 - 5:OOp.m.
Ms. Monica Doss (Confirmed)
President
Council for Entrepreneurial Development (CED)
104 T.W. Alexander Drive, Bldg. 1
Research Triangle Park NC 27709
919 -549 -7500
www.cednc.org
(CED is by far the largest entrepreneurial assistance organization in the
country. M. Doss will provide a briefing on the tremendous growth of
venture capital in the Research Triangle, the business environment for
entrepreneurs, etc.)
-20-
THE CHALLENGE:
Obtain national and international media placements, which highlight Huntsville's success in
diversifying its economy, with a focus on the emergence of its many homegrown high -tech
firms, on the merits of Cummings Research Park, the Airport Authority and the Chamber's
role in assisting business.
THE DCI SOLUTION:
'flit: RESULTS:
Huntsville/Madison County
Chamber of Commerce, Alabama
• Aim for maximum results with a "rifle shot" approach to key national media, and then
support by targeting select trade publications.
• Put the Chamber, and its spokespersons, out front as much as possible.
• Obtain case study -style coverage of Huntsville's successful companies.
• The Wall Street Journal, page one story: "Defense Strategies: How Huntsville, Ala.,
Manages to Maintain Its High -Tech Orbit"
• Entire broadcast of CNN's "Managing with Lou Dobbs" dedicated to Huntsville
business subjects, plus segments on CNNfn's "Who's in Charge."
• The Wall Street Journal: "Huntsville Traces a Commercial Orbit and Thrives."
• The Wall Street Journal: `New Philosophy Revives Machine -Tool Operation."
-21-
Development Counsellors International 461 Park Avenue South, New York, NY 10016
Phone: (212) 725 -0707 Fax: (212) 725- 2254 E-mail: econdev@dc-intl.com/Web site: www.aboutdci.com
Dt: November 12, 2001
To: Alex Hardy
Barbara Nash
Fr: Steve Bongiomo
Re: List of Press Tour Participants
-22-
Here is the final list of confirmed participants in the media tour of Huntsville this week:
All but the final news organization -- Spiegel TV — will participate in the entire itinerary
for Thursday and Friday. Kerstin Mommsen, Rainer Marz, and Enzio von Eisenhart-
Rothe will attend selected meetings on those two days, and will make other site visits
separately on Tuesday and Wednesday.
• Ms. Kate King, Producer, CNN (based in Atlanta)
• Mr. Charles Seabrook, reporter, Atlanta Journal Constitution
• Mr. Richard Lawson, reporter, Nashville Tennessean
• Mr. Eric Parsons, photographer, Nashville Tennessean
• Mr. Anthony Brooks, National Public Radio (based in Boston)
• Mr. Aaron Schachter, reporter, Marketplace Radio (based in Boulder, Colorado)
• Mr. Damian Whitworth, reporter, the Times of London (based in Washington)
• Ms. Virginie Montet, reporter, Agence France (based in Washington)
• Mr. Hideichi Yamaga, correspondent, Kyodo News /Japan (based in New York)
• Mr. Gwang Chul Go, Korean Economic Daily (based in Washington)
• Ms. Kerstin Mommsen, correspondent, Spiegel TV (based in Germany)
• Mr. Rainer Marz, camera crew, Spiegel TV
• Mr. Enzio von Eisenhart- Rothe, camera crew, Spiegel TY
4 4 •
VI. TIMELINE AND BUDGET
We have designed this initial effort as a seven -month program, which would begin on
March 1, 2003 and continue through September 30, 2003, the end of your fiscal year.
Approximately 4 weeks before the conclusion of this program, DCI will provide a detailed
report outlining recommendations for the program's future.
The attached budget is divided into two elements: professional fees and projected out - of-
pocket expenses. The latter item involves considerable variation but represents our
current estimates based on recent experience. Your organization would pay only for
actual expenses; DCI does not charge mark -up on any expense items.
DCI's professional fee of $6,545 /month will be billed at the beginning of each month.
Expenses will be billed as they occur with documentation; client payment is requested
within 15 days of billing. Ordinary DCI expenses (telephone, photocopying, overnight
packages and other similar costs) and any out -of- pocket travel expenses will be billed
separately with appropriate documentation.
This agreement may be canceled by either party, DCI or the City of Round Rock, for any
reason upon 30 days' written notice to the other. The program shall continue on a month-
to -month basis after September 30, 2003 under the same terms and conditions herein
unless both parties mutually agree upon new terms of operation.
- 23 -
'c. •
Round Rock Economic Development Corporation/DCI
Budget for Editorial Placement Program
(March 1- September 30, 2003)
I. Professional Fees
DCI Time Costs for Program Design $45,815
and Execution ($6,545 /month x 7 months)*
II. Program Expenses
-- Ongoing Communication Expenses:
telephone, faxes, copying delivery
services, etc. ($250 /month x 7 months)
-- Target Industry Press Trip to Round Rock
($1,500/journalist x 4 journalists) **
-- DCI Staff Travel to Round Rock/Dallas
($1,000 /visit x 5 visits) **
-- Contingency Fund
EXPENSE SUBTOTAL: $14.750
TOTAL PROGRAM: $60,565
* Per your request, we have broken down the professional fees to clarify how we arrived at our budget figure
(outlined on the following page)
** There are potential cost savings here based on Local hotel and/or airline participation.
-24-
$ 1,750
$ 6,000
$ 5,000
$ 2,000
DATE: February 21, 2003
SUBJECT: City Council Meeting — February 27, 2003
ITEM: 9.A.1. Consider a resolution authorizing the Mayor to execute an Agreement
for Consulting Services with Development Counsellors International for
national media relations services.
Resource: Nancy Yawn, Director Public Affairs, Business Development
Will Hampton, Communications Director
History: Implementation of Phase I's recommendations made by Angelou Economics in
the Round Rock Target Industry & Marketing Strategic Plan were as follows: a
new brand/tagline, developing an economic development website and identify and
involving local media. Phase I of the marketing campaign has been successful.
Working with DCI will take the City to Phase II of the Public Relations
recommendations of the Economic Development Plan. There unique expertise
will greatly assist Round Rock in accomplishing its economic development goals.
Funding: March 1 — September 30, 2003
Cost: $60,565
Source of funds: Economic Development Budget
Outside Resources: N/A
Since 1960 DCI has served over 300 states, cities, regions and countries. DCI
specializes solely in economic development and tourism marketing. DCI's
successful track record includes economic development and tourism promotion
ranging from Abilene, TX, to Tacoma, WA. They are extremely well networked
in the National Media realm. In addition DCI maintains a database of 150 plus
location advisors who specialize in assisting key corporations in site selection.
DCI knows the State of Texas via their on going work with TxED's Tourism
Division as well as implementing marketing programs for a range of Texas
communities.
ImpactBenefit: DCI will orchestrate a national media focus to give Round Rock national
recognition. This will take us to the next level in the implementation of
our Economic Development Plan.
Public Comment: N/A
Sponsor: N/A
CITY OF ROUND ROCK
AGREEMENT FOR CONSULTING SERVICES
WITH DEVELOPMENT COUNSELLORS INTERNA
�-r, THIS AGREEMENT is made and entered into on this the d 1 d of the month of
t"t%f�5,f�Laik t/ , 2003, by and between the City of Round Rock, a Texas home -rule municipal
corporation, wfifiose offices are located at 221 East Main Street, Round Rock, Texas 78664 -5299
(hereinafter referred to as "City "), and Development Counsellors International, whose offices are
located at 461 Park Avenue South, New York, New York 10016 (hereinafter referred to as "DCI ").
RECITALS:
WHEREAS, City desires to contract for DCI's assistance in developing a national media
public relations campaign and providing national media relations' services in the area of economic
development and tourism marketing, and
WHEREAS, the parties desire to enter into this Agreement to set forth in writing their
respective rights, duties and obligations hereunder;
NOW, THEREFORE, WITNESSETH:
That for and in consideration of the mutual promises contained herein and other good and
valuable consideration, the sufficiency and receipt of which are hereby acknowledged, it is mutually
agreed between the parties as follows:
1.01 EFFECTIVE DATE, DURATION, AND TERM
This Agreement shall be effective on the date it has been signed by every party hereto, and
shall remain in full force and effect unless and until it expires by operation of the term indicated
herein, or is terminated or extended as provided herein.
The term of this Agreement shall be for seven (7) months beginning March 1, 2003 and
ending September 30, 2003. After that initial term, this Agreement may renew and extend for
successive terms for a period not to exceed two (2) years after the initial expiration of term, only
upon the express written agreement of both parties and only provided DCI has performed all
covenants and undertakings specified in this Agreement and any appended materials.
City reserves the right to review the relationship at any time, and may elect to terminate this
Agreement with or without cause or may elect to continue.
1.02 GENERAL CONDITIONS
The General Conditions contained herein shall apply to DCI's document entitled "The City
of Round Rock, Texas National Economic Development Public Relations Campaign, "attached
.x...w tCORR',,P ,Waemf.WD116ss W PGm,6
hereto as Exhibit "A" and made a part hereof of all appropriate purposes. This Agreement (and all
attached exhibits) is entered into by and between the City of Round Rock or its subsidiaries or
affiliates (collectively "City") and DCI or any entity directly or indirectly owned or controlled by
same (collectively "DCI ").
1.03 PROPOSAL FOR MEDIA PUBLIC RELATIONS SERVICES
For purposes of this Agreement, DCI has issued its document attached hereto as Exhibit "A"
for the assignment(s) delineated therein. Such document, as issued by DCI, is appended to this
Agreement and labeled as Exhibit "A." Such document is deemed to incorporate the General
Conditions contained herein. Except with respect to the description of specific services and fees for
the assignment(s) delineated therein, the General Conditions of this Agreement and this Agreement
itself shall prevail over any conflicting terms therein. Taken together with the appended document,
the General Conditions contained in this Agreement shall evidence the entire understanding and
agreement between the parties and supersede any prior proposals, correspondence or discussions.
1.04 SCOPE OF SERVICES
DCI shall satisfactorily provide all services described under this "Scope of Services"
category. DCI's undertakings shall be limited to performing services for City and/or advising City
conceming those matters on which DCI has been specifically engaged. DCI shall perform its
services in accordance with these General Conditions and this Agreement, in accordance with the
appended exhibit, in accordance with due care, and in accordance with prevailing consulting industry
standards for comparable services.
OBJECTIVE A:
SCOPE OF SERVICES
DCI shall, within the first fourteen (14) days of the term of this Agreement, conduct a three -
day on -site visit by DCI representatives to define specific story theme lines related to Round Rock's
overall success story. Such visit shall include the requirement that DCI schedule and attend a series
of meetings /interviews with executives from companies in the area, that DCI schedule and attend
tours of company facilities, and that DCI schedule and attend meetings with public sector and private
sector spokespersons. In that regard, it is understood and agreed by and between the parties that City
shall assist in (1) scheduling such meetings and appointments via letters of introduction or (2)
introducing DCI representatives and/or actually arranging such meetings and appointments.
Additionally, DCI shall create and provide a `most wanted" list of media outlets. Such list is defined
as a blend of general business, trade and broadcast outlets which are read and/or viewed by
prospective investors, and such list shall delineate the "top targets" for DCI's efforts.
2
OBJECTIVE B:
DCI shall consult with City representatives to identify and select appropriate spokespeople
for a media/site selection consultant tour. DCI shall then coordinate this tour, arranging a total of
at least four (4) interviews with journalists at top -tier media outlets and at least two (2) appointments
with targeted site selection consultants.
OBJECTIVE C:
DCI shall organize and host a two -day business press trip for at least three (3) press people
from general business and targeted trade outlets to meet in Round Rock with senior level business
executives at companies located in the area.
Prior to such business press trip, DCI shall research story ideas and angles to fit the editorial
focus of each target publication, shall coordinate efforts with area chambers of commerce, shall work
with City staff to provide appropriate background material for industry journalists, shall assist in
story development, shall advise on company spokespeople, and shall implement a series of meetings
to which are invited industry journalists who are taken to visit key companies in the area for a series
of personal interviews and fact - finding excursions related to their story development needs.
Prior to such business press trip, DCI shall develop a media list of publications and writers
who focus specifically on the industries targeted by DCI in collaboration with City representatives.
OBJECTIVE D:
DCI shall arrange for at least one (1) top -tier media outlet to visit Round Rock for story
research, and shall facilitate and offer assistance in arranging appointments and interviews for their
representatives.
OBJECTIVE E:
DCI shall approach and/or respond to top -tier media outlets, both print and broadcast, with
a series of story angles highlighting the dynamic business environment in the area resulting in
national and regional media placements, and such effort shall be on an ongoing basis.
OBJECTIVE F:
DCI shall advise City representatives on how to achieve positive coverage in the region's
local media outlets, and shall assist in replaying national publicity results within the area.
OBJECTIVE G:
DCI shall use best efforts to assist City in effectively marketing its business advantages to
3
a national business audience. This effort shall include but not be limited to providing feedback on
advertising programs, prospect research, advice on website development, and trade shows assistance.
1.05 PAYMENT FOR PROFESSIONAL SERVICES
In consideration for the professional services to be performed by DCI, City agrees to pay DCI
the following sum(s) as stated herein:
Professional Fees at $6,545.00/mo for 7 months $45,815.00
Reimbursable Expenses Not to exceed $14,750.00
$60,565.00
1.06 TERMS OF PAYMENT
To receive payment for professional services, DCI shall prepare and submit a series of
monthly invoices in a form acceptable to City. Each invoice for professional services shall track the
"Scope of Services" category herein, and shall state and detail the services performed, along with
documentation for each such service performed. City shall endeavor to pay DCI in accordance with
the Prompt Payment Policy described in Section 1.07 herein. City shall be responsible for any sales,
gross receipts or similar taxes applicable to the services, but not for taxes based upon DCI's net
income.
1.07 PROMPT PAYMENT POLICY
In accordance with Chapter 2251, V.T.C.A., Texas Government Code, payment to DCI will
be made within thirty (30) days of the day on which City receives the performance, or within thirty
(30) days of the day on which the performance of services was complete, or within thirty (30) days
of the day on which City receives a correct invoice for the performance or services, whichever is
later. DCI may charge a late fee (fee shall not be greater than that which is permitted by Texas law)
for payments not made in accordance with this Prompt Payment Policy; however, this policy does
not apply to payments made by City in the event:
1. There is a bona fide dispute between City and DCI concerning the services performed
that causes the payment to be late; or
2. The terms ofa federal contract, grant, regulation, or statute prevent City from making
a timely payment with federal funds; or
3. There is a bona fide dispute between DCI and a subcontractor or between a
subcontractor and its supplier concerning the services performed which causes the
payment to be late; or
4. The invoice is not mailed to City in strict accordance with instructions, if any, on any
purchase order or this Agreement.
4
1.08 NON - APPROPRIATION
This Agreement is a commitment of City's current revenues only. It is understood and agreed
that City shall have the right to terminate this Agreement at the end of any City fiscal year if the
governing body of City does not appropriate funds sufficient to purchase the services as determined
by City's budget for the fiscal year in question. City may effect such termination by giving DCI a
written notice of termination at the end of its then- current fiscal year.
1.09 TERMINATION OR SUSPENSION
City may terminate or suspend performance of this Agreement for City's convenience upon
written notice to DCI. In that event, DCI shall terminate or suspend performance of the services on
a schedule acceptable to City. If termination or suspension is for City's convenience, City shall pay
DCI for all uncontested services performed to date of notice.
This Agreement maybe terminated by either City or DCI upon thirty (30) days' written notice
in the event of substantial failure by the other party to perform in accordance with the terms of this
Agreement and any appended documents. The non - performing party shall have fifteen (15) calendar
days from the date of the termination notice to cure or to submit a plan for cure acceptable to the
other party. The non - defaulting party shall be entitled to receive just and equitable compensation for
all services completed and all legal fees incurred by this action.
1.10 CITY'S RESPONSIBILITIES
City shall have the responsibility ofproviding D CI with such documentation and information
as is reasonably required, if any, to enable DCI to provide the services called for. City shall cause
its employees and any third parties who are otherwise assisting, advising or representing City to
cooperate on a timely basis with DCI in the provision of its services. DCI may rely on written
information provided by City and its employees and agents as accurate and complete and may rely
on written directions provided by City and its employees and agents regarding provision of services.
1.11 INDEPENDENT CONTRACTOR STATUS
DCI is an independent contractor, not City's employee. DCI's employees or subcontractors
are not City's employees. This Agreement does not create a partnership relationship. Neither party
has authority to enter into contracts as agent for the other party. DCI and City agree to the following
rights consistent with an independent contractor relationship:
1. DCI has the right to perform services for others during the term of this Agreement;
and
2. DCI has the sole right to control and direct the means, manner and method by which
services required by this Agreement will be performed; and
5
3. DCI has the right to hire assistants as subcontractors, or to use employees to provide
the services required by this Agreement; and
4. DCI or DCI's employees or subcontractors shall perform the services required by this
Agreement. City shall not hire, supervise, or pay any assistants to help DCI; and
5. Neither DCI nor DCI's employees or subcontractors shall receive any training from
City in the skills necessary to perform the services required by this Agreement; and
6. City shall not require DCI or DCI's employees or subcontractors to devote full time
to performing the services required by this Agreement; and
7. Neither DCI nor DCI's employees or subcontractors are eligible to participate in any
employee pension, health, vacation pay, sick pay, or other fringe benefit plan of City.
1.12 CONFIDENTIALITY
Each party shall take reasonable measures to preserve the confidentiality of any proprietary
or confidential information provided to it in connection with this engagement, provided that no
claim may be made for any failure to protect information that occurs more than two (2) years after
the termination or expiration of this Agreement. At the conclusion of the engagement, upon written
request, each party shall return to the other all materials, data and documents that have been provided
to the other party, except that DCI may retain one (1) copy of City's materials for its archival
purposes, subject to DCI's confidentiality obligations hereunder. City shall retain ownership of all
data and materials provided by it to DCI.
1.13 LIMITATION OF LIABILITY
Should any of DCI's services not conform to the requirements of this Agreement and
exhibits, then and in that event City shall give written notification to DCI; thereafter, DCI shall either
(a) promptly re- perform such services to City's satisfaction at no additional charge, or (b) promptly
refund the portion of the fees paid with respect to such services.
In the event that re- performance of services or refund of applicable fees would not provide
an adequate remedy to City for damages arising from the performance, nonperformance or breach
of this Agreement, then and in that event DCI's maximum total liability, including that of any
employee, affiliate, agent or contractor, relating to its services, regardless ofthe cause of action, shall
be limited to direct damages in an amount not to exceed the total fees payable under this Agreement.
The foregoing limitation of liability shall not apply to the extent that any liability arises from
the gross negligence or willful misconduct of DCI, its employees, affiliates, agents or contractors,
or from bodily injury, death of any person, or damage to any real or tangible personal property.
Neither party shall be liable for any indirect, special or consequential damages.
6
1.14 INDEMNIFICATION
DCI agrees to hold harmless, defend, and indemnify City for and from any third party claim
or liability (including reasonable defense costs and attorneys' fees) to the extent arising from or in
connection with the negligence of DCI or its employees or agents in the course of performing
services. The limitation of liability set forth in Section 1.13 herein applies to DCI's indemnity
obligations pursuant to this Section 1.14, but the limitation shall not apply to the extent that any
liability arises from the gross negligence or willful misconduct of DCI, its employees, affiliates,
agents or contractors or from bodily injury, death of any person, of damage to any real or tangible
personal property. Except to the extent that DCI is obligated to indemnify City, City shall indemnify
and hold DCI, its employees, affiliates or agents harmless from any third party claim or liability
(including reasonable defense costs and attorneys' fees) to the extent arising from or in connection
with the services performed by DCI or City's use thereof.
1.15 ASSIGNMENT AND DELEGATION
No party may assign any rights or delegate any duties under this Agreement without the other
party's prior written approval.
1.16 LOCAL, STATE AND FEDERAL TAXES
DCI shall pay all income taxes, and FICA (Social Security and Medicare taxes) incurred
while performing services under this Agreement. City will not do the following:
1. Withhold FICA from DCI's payments or make FICA payments on DCI's behalf; or
2. Make state and /or federal unemployment compensation contributions on DCI's
behalf; or
3. Withhold state or federal income tax from DCI's payments.
1.17 NOTICES
All notices and other communications in connection with this Agreement shall be in writing
and shall be considered given as follows:
When delivered personally to the recipient's address as stated in this Agreement; or
2. Three (3) days after being deposited in the United States mail, with postage prepaid
to the recipient's address as stated in this Agreement.
7
Notice to Consultant:
Development Counsellors International
461 Park Avenue South
New York, NY 10016
Notice to City:
City of Round Rock AND TO:
Attention: City Manager
221 East Main Street
Round Rock, TX 78664
Nothing contained herein shall be construed to
communications between representatives of City and DCI.
1.18 APPLICABLE LAW
The laws of the State of Texas shall govern this Agreement. Venue shall lie in Williamson
County, Texas.
1.19 EXCLUSIVE AGREEMENT
This document, and all appended documents, constitutes the entire Agreement between DCI
and City.
1.20 DISPUTE RESOLUTION
If a dispute or claim arises under this Agreement, the parties agree to first try to resolve the
dispute or claim by appropriate internal means, including referral to each party's senior management.
If the parties cannot reach a mutually satisfactory resolution, then and in that event any such dispute
or claim will be sought to be resolved with the help of a mutually selected mediator. If the parties
cannot agree on a mediator, City and DCI shall each select a mediator and the two mediators shall
agree upon a third mediator. Any costs and fees, other than attorney fees, associated with the
mediation shall be shared equally by the parties.
City and DCI hereby expressly agree that no claims or disputes between the parties arising
out of or relating to this Agreement or a breach thereof shall be decided by any arbitration
proceeding, including without limitation, any proceeding under the Federal Arbitration Act (9 USC
Section 1 -14) or any applicable state arbitration statute.
8
City of Round Rock
Attention: City Attorney
309 East Main Street
Round Rock, TX 78664
restrict the transmission of routine
1.21 SEVERABILITY
The invalidity, illegality, or unenforceability of any provision of this Agreement or the
occurrence of any event rendering any portion or provision of this Agreement void shall in no way
affect the validity or enforceability of any other portion or provision of this Agreement. Any void
provision shall be deemed severed from this Agreement, and the balance of this Agreement shall be
construed and enforced as if this Agreement did not contain the particular portion or provision held
to be void. The parties further agree to amend this Agreement to replace any stricken provision with
a valid provision that comes as close as possible to the intent of the stricken provision. The
provisions of this Section 1.21 shall not prevent this entire Agreement from being void should a
provision which is of the essence of this Agreement be determined void.
CITY OF ROUND ROCK, TEXAS
By:
IN WITNESS WHEREOF, City and DCI have executed this Agreement on the dates indicated.
axe e Mayo r
ed: n,/l
rew T. Levine Pres}den
Date Signed: 1 7 U 3
ATTACHMENTS
9
ATTEST:
r ,�1 Christine R. Marti ez C Secretary
Date Sign /-03 Date Signed: g -Q3
DEVEL S ' ENT COUNSELLORS INTERNATIONAL
Exhibit "A ": The City of Round Rock, Texas National Economic Development Public
Relations Campaign
Development Counsellors International 461 Park Avenue South, New York, NY 10016
Phone (212) 725-0707 Fax (212) 725 -2254 E -mail econdev@do-lntl.com /Website: www.aboutdcl.com
January 9, 2003
Round Rock City Hall
Attn: Purchasing Agent
221 East Main Street
Round Rock, Texas 78664
Dear Ms. Morrow:
I
We are pleased to present this revised proposal/summary of our qualifications (based upon
a shortened timeframe) to provide national media relations' services to the City of Round
Rock. Throughout this process, it has been a pleasure getting to know Nancy Yawn and
learning the amazing stories this city has to tell.
Undoubtedly, you will receive numerous submittals from public relations agencies that do
excellent work. Sifting through them to determine which agency has the expertise,
accomplishments and staff that best meets your needs will be a challenge!
Here, then, are some key things to consider about DCI.
As the only public relations firm in the world to specialize solely in economic development
and tourism marketing, we have represented countless cities, counties and regions in
Texas and across the US. In addition, we have worked for 35 of the 50 states, including
Texas.
On behalf of these places, DCI has garnered articles in such media as The Wall Street
Journal, The New York Times and CNN. We have taken business and government
leaders to meet with top journalists and site selection consultants in Dallas, Chicago, New
York and San Francisco. We have brought reporters from leading industry trade
magazines to cities to see firsthand their economic development success stories. We
maintain an active database of 2,000+ reporters and consultants that help us achieve these
results.
We will bring this considerable expertise to bear in helping Round Rock accomplish its
economic development goals. But more importantly, we are excited at the prospect of
working in partnership with Round Rock to ensure this success.
So without further preamble... on to the presentation!
EXHIBIT
I "A"
I. A WORD ABOUT DCI: FIVE FACTORS THAT MAKE
US DIFFERENT
The most important question to answer first is, why DCI? Summarized below are five
factors that distinguish us from the other excellent agencies likely to respond to this
request for qualifications and why our firm is uniquely qualified to manage this proposed
program for the City of Round Rock:
• DCI is the only firm in the world specializing exclusively in economic
development marketing. Since 1960, we have served over 300 states, cities, regions,
countries and others. This track record includes economic development and tourism
promotion work with 35 of the 50 states and countless cities across the United States,
including Abilene, TX; Amarillo, TX; Charleston, SC; Hampton Roads, VA; Irvine,
CA; Lehigh Valley, PA; Oklahoma City, OK; and Tacoma, WA.
• This niche position — representing places rather than companies — has
allowed us to build a unique equity with the national business media.
For our clients, this translates into an exceptional ability to package
and present newsworthy story ideas that ultimately result in highly
favorable editorial placements. A sampling of these results are provided in
Section V. We are proud of our ability to produce superb editorial
placements within major business media. We don't believe you'll find
another firm with this kind of record of success.
• At the heart of this success is a carefully developed database of 2,000+
business editors, reporters and producers that we have worked with in
the past. In addition, we maintain a database of 150+ location advisors who
specialize in assisting key corporations in site selection.
• DCI is often selected as a "single source" in economic development
editorial placement because of our unique degree of specialization. We
are often approached by the media in terms of developing stories they are
currently researching and writing.
• Finally, DCI knows the State of Texas via our ongoing work with TxED's
Tourism Division as well implementing marketing programs for a range of
Texas communities including Abilene, Austin, Beaumont, Dennison, Fort
Worth and Wichita Falls.
- 2 -
H. THE PROGRAM: TELLING ROUND ROCK'S
OPPORTUNITY STORY
A. Getting Started: Defining the "Round Rock Story"
The first step of any good marketing program is to understand the product and
what it has to offer to the prospective audience. Essentially, we will begin by
uncovering and understanding the key local stories and then exploring how they
might fit into national angles. Specific angles to strongly pursue include:
• The Dilemma of a One - Company Town...In securing Dell in 1994,
Round Rock almost became a victim of its own success. As the
company grew, it provided significant jobs and revenue for the city.
But the community has proven equally successful in landing a range of
other successful companies. DCI will position this as a case study
demonstrating how other one - company towns can diversify their
business base;
• On the Leading Edge...Round Rock is home to companies that are .
pioneering the use of technologies like microimaging, Nanotechnology
and bio products such as harmless bacteria that eat oil spills (among
other tasks.) DCI will position the community as a foundation of
innovation; and
• Unique Corporate Case Histories...One of the best ways to tell the
economic development story is through the companies there. Round
Rock is home to companies like Cyprus Semiconductor, DuPont
Photomasks and Photronics that were outlined during our call as
possible success stories. DCI would seek to explore these and other
possibilities fully.
We'd want to schedule a series of meetings/mterviews with executives from
companies in the area, tour their facilities, and meet with both public and private
sector spokespersons. We recommend that in the first two weeks of the program,
a DCI team spend two to three days in the area researching key story lines.
In addition to defining specific story angles, the DCI team will prepare for your
approval of a "Most Wanted List" of media outlets — a blend of general business,
trade and broadcast outlets that are read/viewed by prospective investors. This
forms the list of "top targets" for our efforts.
OBJECTIVE: Within the first two weeks of the program, conduct a 3 -day
visit by the DCI team to define specific story themelines related to the
Round Rock's overall success story; create "most wanted list" of media
outlets.
- 3 -
B. Taking "Round Rock on the Road ": Media Tour to Dallas
This is where the region takes its story directly to the news media. This is similar
to our work with the city of Austin and Michael Dell, whom we brought to New
York for such an event.
This is vitally important because reporters at top -tier publications such as The Wall
Street Journal, The New York Times and Business Week often can't travel as readily
as the trade press to make the initial discovery about a story. We will work closely
with you to choose appropriate spokespeople and then take your story directly to
the doorstep of media based in Dallas, where many of these publications have
bureaus.
We'd work closely with your staff to best identify which story angles would be
most appealing and applicable to these journalists.
OBJECTIVE: Over the course of the program, coordinate one
media tour to a major media center with a total of four to six
interviews with journalists at top -tier media outlets during the trip.
C. Group Press Trip to Round Rock (or Bringing Mohammed to the Mountain)
Simply said, there is no substitute for actually seeing the product.
A carefully arranged business press trip can be extremely important not only in
garnering immediate publicity but in creating a friend in the media who knows you
and becomes easy for you to go back to again and again. We imagine this
technique makes particular sense for Round Rock where there are bound to be a
whole series of "business surprises" for the voyaging journalist.
Hence, a core public relations activity would be a strong, carefully targeted
program of journalist visits.
According to those industries identified as your targets, we would develop a media
list of publications and writers who focus specifically on these target industries.
Based on our experience, each of your target industries will have approximately
three to five "publication bibles" which are well read among those industry
executives.
We'd approach these industry journalists and invite them to visit key companies in
the region for a series of personal interviews and fact- finding excursions related to
their story development needs. As you can imagine, it's essential that we first
research story ideas and uncover appropriate angles that would fit into the editorial
focus of each of these target publications.
-4-
In this vein, it may be appropriate to coordinate these efforts with the Austin
chamber in order to offer a more comprehensive package to reporters.
We would work with your staff to provide the appropriate background material for
these journalists, assist in story development, advise on company spokespeople and
implement a series of successful meetings.
OBJECTIVE: Organize and host one two -day press trip of three
to five press people from general business and targeted trade
outlets to meet with senior level business executives at companies
located in Round Rock and, potentially, Austin.
D. Individual Media Visitation
A number of top -tier business media (i.e. The Wall Street Journal, The Economist,
CNN, The New York Times) usually prefer an individual tour specifically tailored to
their unique story angle. They will cover their own travel and accommodation costs
but are typically open to our assistance in arranging appointmentsfmterviews for them.
We would target visitation by one or two top -tier media outlets in the program's six
months.
OBJECTIVE: Arrange for one top -tier media outlet to visit
Round Rock for story research.
E. Ongoing Media Placement
Because of our unique position as the only marketing firm specializing in economic
development, we have the benefit of having journalists from around the country come
to us for interview sources.
With a current list of 20+ economic development clients, we're involved in many
of the national stories being researched by business reporters around the country.
It's in this light that we'd like to include Round Rock spokespeople as one of the
contacts we can provide to the national media.
OBJECTIVE: Respond to and approach on an ongoing basis top -tier
media outlets (both print and broadcast) with a series of story angles
highlighting the dynamic business environment in Round Rock resultit+g in
national and regional media placements.
-5-
F. Telling Your Story at Home: Local and regional coverage
We are aware of the enormous importance of local and regional coverage and will
be available to advise you on how to achieve positive coverage in the region's local
media outlets, including ideas on "playing back" success for the home audience.
OBJECTIVE: Assist in replaying national publicity results within
Round Rock.
G. Continuous Advice & Counsel
As already indicated, much of DCI's work is in the editorial placement and public
relations arena, but much of it is not. We simply do everything we can to help our
clients achieve their objectives as quickly and economically as possible, and we
have a feeling in the case of the Round Rock we could be sizably helpful.
OBJECTIVE: In any manner possible, assist the city in effectively
marketing their business advantages to a national business audience.
This activity is as diverse as providing feedback on advertising
programs, prospect research, advice on website development, or
trade shows assistance.
-6-
III. RESULTS MEASUREMENT: IN OTHER WORDS,
HOW ARE WE DOING?
• We have built -in individual objectives into each of our marketing elements, but we also
would like to suggest another monitoring device that will help us collectively assess "how
we're doing." First, allow us to define two important aspects of the measuring process:
• "Advertising Equivalency" represents the cost of purchasing a similar amount of
advertising space occupied by a given editorial article.
• "Advertising Impact" is based on a formula developed by the advertising legend David
Ogilvy, who stated that for reasons of credibility, positive editorial articles have an
overall impact of five times greater than advertising.
Our aim for this program would be to obtain a 2.5:1 return on investment. In other
words, based on this program of $45,815 in professional fees, we would seek to generate
approximately $115,000 in advertising equivalency and $575,000 in advertising
impact.
-7-
IV. ACCOUNT STAFF
The DCI account team will be headed by President Andy Levine, who will serve as the
primary strategist for the account. Day -to -day management, strategy and implementation
will be provided by a three- person team that includes Lynn Martin- Haskin, Vice President;
Marissa Murray, Senior Account Executive; and Todd Lang, Account Executive.
Brief biographies of each team member (with caricatures) are provided on the following
Pages:
- 8 -
t
c
Andrew T. Levine
President
Background: • As senior officer of two direct response firms, Andy designed direct
mailtelemarketing programs that raised $42 million for 17 non -profit
organizations. Joined DCI in 1991; named President in 1994.
Notable • Developed a highly successful editorial placement program for New
Results: Orleans and The River Region, with major results in The Wall Street
Journal, Washington Post, Success, Nation's Business and CNN. In the
program's first year, 76 placements were achieved with an advertising
impact of $5.9 million.
• Arranged for the 1996 Sports Illustrated Swimsuit Issue to be shot on
location in South Africa. Accompanying the photo essay were over 16
pages of editorial content profiling South Africa's diverse tourism
offerings.
• Placed a five -page article in Forbes for QualPro, an innovative quality
implementation fine. The article resulted in 66 "serious" inquiries, 6 new
clients and over $500,000 in new business.
• Created a telemarketing campaign for Fairleigh Dickinson University,
which reached 12,455 prospective students, resulted in 500+ applications
for admission and improved the conversion rate.
Quote: "Our objective is simple: help our clients become heroes in their own
communities."
-9-
Lynn Martin Haskin, Ph.D.
Vice President
Background: • Lynn has 12 years experience in economic development, marketing, and
fundraising for Greater Philadelphia First the region's private sector
leadership organization. She also was a university administrator and a
tenured faculty member, a reporter for daily and weekly newspapers, and a
musician who paid her way through college playing vibraphone in a trio.
Notable • Attracted and retained dozens of companies and thousands of jobs
Results: for the Greater Philadelphia, tri- state 'region;
• Managed a Partnership of 100+ public and private sector leaders and
achieved measurable results in economic development, regional marketing,
fundraising, and public policy;
• Served President Timmy Carter who appointed her to a nominating panel
for the Third Circuit Court of Appeals;
• Provides volunteer leadership to economic development, civic, and
cultural organizations in her community.
Quote: "Opportunities are e- v- e- r- y- w- h- e-r -e.
Creativity sparks them. A "can -do" attitude ignites them. Success allows
satisfied clients to bask in the glow."
-10-
Marissa Murray
Senior Account Executive
Background: • Marissa has a Bachelor of Arts in Communication from Villanova
University where she managed the radio station, produced and hosted
several shows, and was a reporter and editor for the newspaper. She
chaired the Special Olympics and the Feminist Club while on the dean's list.
Today, this energy and expertise are focused on her clients, including
Colombia, Mexico, the Lehigh Valley, Richmond and the City of Yonkers.
Notable • Successfully placed stories in top -tier business media publications
Results: such as The New York Times, The Financial Times, The Wall Street
Journal, and The Washington Post.
• Conducted an international press tour to the Lehigh Valley, which
resulted in coverage in Handelsblatt, TV- Sweden, Deutsche Welle TV,
and Asahi Shimbun.
• Participated in several successful sales presentations with DCI's
Chairman/Founder Ted Levine.
• Organized special events for DCI staffers and is known for taking three
modes of transportation to work: train, subway and ferry.
Quote: "With imagination and hard work, we make clients successful. And, we all
can have fun and make friendships while we do."
Todd Lang
Account Executive
Tomb
Background: • Before joining DCI, Todd spent three years as a recruiter in the
technology field. Ills time there coincided with the peak, fall and eventual
rebirth of the Internet industry, and the experience provided him with
valuable lessons. Serving in a sales and account management role, he
prospected for new clients, negotiated and closed deals met regularly with
top -level executives and provided career guidance to applicants.
• Prior to this, Todd spent one year as a teacher in a New York State
Public School He holds a Bachelor's of the Arts Degree from Marist
College, in Poughkeepsie, New York, where he studied Communications,
with a specialty in Journalism.
Notable • Todd is a key member on the account team representing Lehigh
Results: Valley, Michigan, Pittsburgh, Richmond, Spirit of Milwaukee and Trenton.
• For Billings, Montana, he organized 13 meetings with companies in the
Rocky Mountains area and the Pacific Northwest, to introduce the benefits
that companies receive by locating to Billings, Montana.
• For Texas Tourism, he organized 26 meetings between the client and
tourism companies, and coordinated two teams of representatives to carry
out these meetings over a 3 -day prospecting mission.
Quote: "When something needs to be done, you roll up your sleeves and do it."
-12-
SAMPLES and REFERENCES
So far, we've described what we will do for Round Rock as well as the results we expect.
To provide a basis for how we developed the program and its objectives, this section
demonstrates our successes with comparable programs for similar cities.
Following are three case studies from our Tacoma, Washington; Research Triangle
Regional Partnership of North Carolina; and Huntsville, Alabama clients. In addition,
several work samples from press clips to media tour itineraries, as well as reference letters
are included for each.
-13-
THE CHALLENGE:
Despite Tacoma's reputation as "the industrial stepsister of Seattle" and the unfortunate
rhyming phrase known as "the Tacoma aroma," position Tacoma as a viable place for
technology business and growth
THE DCI SOLUTION:
City of Tacoma Economic
Development Department
• Research and develop a themeline that boldly and accurately positions Tacoma as a
"player" in the technology attraction game.
• Work closely with city officials to promote this themeline and its message to one of
Tacoma's local business community.
• Design and execute a publicity campaign targeted specifically at the business and
technology leaders in Seattle.
• Coordinate interviews with national news bureaus most likely to cover Tacoma.
THE RESULTS:
• DCI developed, and Tacoma officials adopted the themeline, `America's #1 Wired
City?' Themeline is based on the fact that Tacoma has the largest city-owned telecom
network in the nation. Since its establishment, 100 new tech companies have
expanded to Tacoma.
• Local news outlets reported positively on the City's efforts, notably The News Tribune
in an article titled, "It's Official: Tacoma's Rebound is for Real."
• For the first time in decades, The Seattle Times carried an overwhelmingly positive
article on Tacoma, prominently featured on the front page of its business section.
Article was titled appropriately, "Tacoma Emerges as a Tech Center.';
• As a result of the Seattle media tour, Sam Verhovek of The New York Times visited
Tacoma and wrote an article titled, "Its Air Cleaned, Its Tech High, a City Rebounds."
• Business Week published a story titled, "More Wired Than Seattle ?" which quotes city
officials and notes the themeline, "America's #1 Wired City."
-14-
Participants:
• Mike Phillips, President & Chief Executive Officer, Frank Russell Company
• Juli Wilkerson, Director of Economic Development, City of Tacoma
• Kathy Young, Executive Assistant, Frank Russell Company
• April Mason, Account Supervisor, Development Counsellors Intemational,
Cell: 646 -554 -4295
• Tun Lee, Account Executive, Development Counsellors International,
Cell: 917- 312 -3087
Wednesday, May 9
8:30a.m. Briefing breakfast
J.W. Marriott - Halcyon Restaurant
151 West 54th Street
212 -468 -8888
Reservations for 4 under "Mason"
(Participants: Phillips, Wilkerson, Young & Mason)
9:50a.m. Walk 3 blocks to Financial Times
10:00a.m.
City of Tacoma
Economic Development Department
Itinerary for
New York Media Tour
Financial Times
Elizabeth Wine, Financial Reporter
1330 Avenue of the Americas (Between 53r & 54 Streets)
New York, NY
212- 641 -6578
elizabeth.wine @ft.com
10 :50a.m. Walk 2 blocks to Fortune
-15-
11:00a.nv
12:15p.m.
1:45p.m.
' 3:15p.m.
* All appointments subject to change.
Fortune Magazine
Matt Boyle, Business Reporter
Vera Titunik, Senior Editor
1271 Avenue of the Americas, Room 1558B (Bet. 50 & 51 Sts.)
New York, NY 10020
212 -522 -0380 (Ask security guard to call extension)
matthew boyle@fortunemail.com
11:45a.m. Car service takes group to lunch, Confirmation #112598
Lunch - Forbes Global Business
Heidi Brown & John Christy, Business Editors
The Gotham Restaurant
12 East 12th Street (5 Ave.)
New York (212) 620 -4020
620 -0181 (Call to confirm)
Reservation for 5 under "Mason"
Hbrown@forbes.cord
1:30p.m. Car service departs for the Economist
The Economist
Tom Easton
Business Editor
475 Park Avenue South, 5 Floor
New York, NY 10016
646 - 213 -1006
2:30p.m. Car takes Phillips to JFK for 5:00 p.m. flight,
New York Times/Engineering News - Record
Aileen Cho, Associate Editor
Meet at DCI offices
461 Park Avenue South
New York, NY 10016
212 -904 -3389
achoi imcgraw- hill.com
(Note: Juli Wilkerson only — Aileen Cho is freelancing for the New
York Times and planning an economic development feature)
4:30p.m. Wilkerson takes taxi back to hotel
# ##
-16-
Research Triangle Regional Partnership
of North Carolina
THE CHALLENGE:
Assist this diverse 13 -county region in promoting their community as a competitive high -
tech manufacturing location to a global business audience.
THE DCI SOLUTION:
• Place a strong and targeted emphasis on generating positive business stories in foreign
newspapers and broadcast outlets.
• Develop and implement a strategy to directly target prospects in the German market.
• Emphasize the strength of this technology region in the U.S. market
IHE RESULTS:
• Arranged for more than 20 foreign journalists to visit the Region resulting in articles
appearing in Die Welt, Yomiuri Shimbun, The Financial Post, NTV, Les Echos and
Die Zeit to name a few.
• Through the implementation of a direct mail and telemarketing campaign, arranged 32
face -to -face meetings with German prospects in conjunction with the Hannover Fair.
• Arranged for 3 international speaking engagements to discuss location opportunities in
the Research Triangle Region.
• Coordinated a luncheon for 25 Boston -based venture capitalists to leam more about
investment opportunities available in the Region.
ITINERARY
Visit to Research Triangle, North Carolina by
CLAUS TIGGES
Frankfurter Allgemeine Zeitung
Friday, March 15:
7:30 — 9:00a.m. Mr. Charles Hayes, President and CEO (Confirmed)
Mr. Ted Abernathy, Executive Vice President
Research Triangle Regional Partnership (RTRP)
1400 Terminal Blvd., Suite 901
Raleigh, NC 27623
919- 840 -7372
tabernathy@researchtriangle.org
www.researchtriangle.org
(Mr. Abernathy will present an overview of the Research Triangle region
and its growth as a high -tech hotspot.)
9:30 — 10:00a.m.
10:30 — 11:00a.m.
Mr. Ray Denny (Confirmed)
North Carolina Department of Commerce
(Fain is leading the delegation to Germany in early April)
Mr. Steven Burke, Vice President (Confirmed)
North Carolina Biotechnology Center
15 T.W. Alexander Drive
Research Triangle Park, NC
919 -541 -9366
www.ncbiotech.org
(North Carolina has special agreements concerning biotechnology with
Germany and Burke is the expert on that. He will also be giving
seminars in Germany on the state's biotechnology industry.)
Mr. Max Wallace, President and CEO (Confirmed)
Cogent Neuroscience
4425 Ben Franklin Blvd.
Durham, NC 27704
919- 688 -7100
www.cogentneuro.com
- 18 -
11:30- 11:50am.
1:00 — 1:45p.m. Ms. Darleen Johns (Confirmed)
President and CEO
Alphanumeric Systems Inc
301 Wake Forest Road
Raleigh, NC 27609
919 - 781 -7575 (General)
919 - 376 -4450 (Direct)
www.alphanumeric.com
(Ms. Johns is past chairman of the North Carolina Electronics and
Information Technology Association and a current board member. She
will be part of the group that will be visiting Germany in early April.)
2:00 — 2:30p.m.
Ms. Kathy Goodin (Confirmed)
Director of Human Resources
Schwarz BioSciences
4101 Research Commons (off T.W. Alexander Drive)
Durham, NC
919- 767 -2534
919 - 767 -2555
kathy.goodin @schwarzbiosciences.com
Web site: www.schwarzpharma.com
(The company, the U.S. arm of Schwarz Pharma AG ofMonheim,
Germany, was established in RTP in June 2000 with less than l0 people.
It has now grown to 55 employees.)
Mr. Robert Stoner (Confirmed)
Vice President of Human Resources
EMD Pharmaceuticals
(Phone interview, to be conducted from Alpha - Numeric Systems)
3211 Shannon Road, Suite 500
Durham, NC 27707
919 -401 -7102
www.emdpharmaceuticals.com
(EMD Pharmaceuticals is the U.S. affiliate of Germany -based Merck
KgaA. The company is rapidly expanding in the Research Triangle.)
-19-
4:00 - 5:OOp.m. Ms. Monica Doss (Confirmed)
President
Council for Entrepreneurial Development (CED)
104 T.W. Alexander Drive, Bldg. 1
Research Triangle Park NC 27709
919 -549 -7500
www.cednc.org
(CED is by far the largest entrepreneurial assistance organization in the
country. Ms. Doss will provide a briefing on the tremendous growth of
venture capital in the Research Triangle, the business environment for
entrepreneurs, eta)
-20-
THE CHALLENGE:
Obtain national and international media placements, which highlight Huntsville's success in
diversifying its economy, with a focus on the emergence of its many homegrown high -tech
firms, on the merits of Cummings Research Park, the Airport Authority and the Chamber's '
role in assisting business.
1'Hl DCI SOLUTION:
Huntsville/Madison County
Chamber of Commerce, Alabama
• Aim for maximum results with a "rifle shot" approach to key national media, and then
support by targeting select trade publications.
• Put the Chamber, and its spokespersons, out front as much as possible.
• Obtain case study -style coverage of Huntsville's successful companies.
'1'HN, RESULTS:
• The Wall Street Journal, page one story: "Defense Strategies: How Huntsville, Ala.,
Manages to Maintain Its High -Tech Orbit"
• Entire broadcast of CIVN's "Managing with Lou Dobbs" dedicated to Huntsville
business subjects, plus segments on CNNfn 's "Who's in Charge."
• The Wall Street Journal.: "Huntsville Traces a Commercial Orbit and Thrives."
• The Wall Street Journal: `New Philosophy Revives Machine -Tool Operation."
-21-
• . l
Development Counsellors International 461 Park Avenue South, New York, NY 10016
Phone: (212) 725 -0707 Fax ( 212) 725- 2254 E-mail: econdev@dc-intl.com/Web site: www.aboutdci.com
Dt: November 12, 2001
To: Alex Hardy
Barbara Nash
Fr: Steve Bongiorno
Re: List of Press Tour Participants
-22-
ICI
Here is the final list of confirmed participants in the media tour of Huntsville this week:
All but the final news organization — Spiegel TV — will participate in the entire itinerary
for Thursday and Friday. Kerstin Mommsen, Rainer Marz, and Enzio von Eisenhart-
Rothe will attend selected meetings on those two days, and will make other site visits
separately on Tuesday and Wednesday.
• Ms. Kate King, Producer, CNN (based in Atlanta)
• Mr. Charles Seabrook, reporter, Atlanta Journal Constitution
• Mr. Richard Lawson, reporter, Nashville Tennessean
• Mr. Eric Parsons, photographer, Nashville Tennessean
• Mr. Anthony Brooks, National Public Radio (based in Boston)
• Mr. Aaron Schachter, reporter, Marketplace Radio (based in Boulder, Colorado)
• Mr. Damian Whitworth, reporter, the Times of London (based in Washington)
• Ms. Virginie Montet, reporter, Agence France Presse (based in Washington)
• Mr. Hldeichi Yamaga, correspondent, Kyodo News /Japan (based in New York)
• Mr. Gwang Chul Go, Korean Economic Daily (based in Washington)
• Ms. Kerstin Mommsen, correspondent, Spiegel TV (based in Germany)
• Mr. Rainer Marz, camera crew, Spiegel TV
• Mr. Enzio von Eisenhart- Rothe, camera crew, Spiegel TV
VL TIMELINE AND BUDGET
We have designed this initial effort as a seven -month program, which would begin on
March 1, 2003 and continue through September 30, 2003, the end of your fiscal year.
Approximately 4 weeks before the conclusion of this program, DCI will provide a detailed
report outlining recommendations for the program's future.
The attached budget is divided into two elements: professional fees and projected out -of-
pocket expenses. The latter item involves considerable variation but represents our
current estimates based on recent experience. Your organization would pay only for
actual expenses; DCI does not charge mark-up on any expense items.
DCI's professional fee of $6,545/month will be billed at the beginning of each month.
Expenses will be billed as they occur with documentation; client payment is requested
within 15 days of billing. Ordinary DCI expenses (telephone, photocopying, overnight
packages and other similar costs) and any out -of- pocket travel expenses will be billed
separately with appropriate documentation.
This agreement may be canceled by either party, DCI or the City of Round Rock, for any
reason upon 30 days' written notice to the other. The program shall continue on a month -
to -month basis after September 30, 2003 under the same terms and conditions herein
unless both parties mutually agree upon new terms of operation.
- 23 -
7
Round Rock Economic Development Corporation/DU
Budget for Editorial Placement Program
(March 1- September 30, 2003)
I. Professional Fees
—DCI Time Costs for Program Design $45,8i5
and Execution ($6,545 /month x 7 months)*
II. Program Expenses
-- Ongoing Communication Expenses:
telephone, faxes, copying delivery
services, etc. ($250 /month x 7 month's)
-- Target Industry Press Trip to Round Rock
($1,500/journalist x 4 journalists) **
— DCI Staff Travel to Round Rock/Dallas
($1,000 /visit x 5 visits) **
— Contingency Fund
EXPENSE SUBTOTAL: $14.750
TOTAL PROGRAM: $60,565
-24-
$ 1,750
$ 6,000
$ 5,000
$ 2,000
Per your request, we have broken down the professional fees to clarify how we arrived at our budget figure
(outlined on the following page)
** There are potential cost savings here based on local hotel and/or airline participation.
Mayor
Nyle Maxwell
Mayor Pro-tem
Tom Nielson
Council Members
Alan McGraw
Carrie Pitt
Scot Knight
Isabel Gallahan
Gary Coe
City Manager
Jim Nuse
City Attorney
Stephan L Sheets
ROUND ROCK, TEXAS
PURPOSE. PASSION. PROSPERITY.
March 11, 2003
Dear Mr. Levine:
Mr. Andrew Levine, President
Development Counsellors International
461 Park Avenue South
New York, NY 10016
The Round Rock City Council approved Resolution No. R- 03- 02 -27-
9A1 at their regularly scheduled meeting on February 27, 2003. This
resolution approves the agreement for Consulting Services for national
media relations services.
Enclosed is a copy of the resolution and original agreement for your
files. If you have any questions, please do not hesitate to contact
Nancy Yawn at 218 -7094.
Sincerely,
Christine R. Martinez
City Secretary
Enclosure
CITY OF ROUND ROCK Administrative Dept., 22! East Main Street • Round Rock, Texas 78664
Phone. 512 218 5400 • Fax. 512.218.7097 • www ci round -rock tx us