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<br />EXHIBIT "A" <br /> <br />SCOPE OF SERVICES <br /> <br />Scope of Services: Addison Olian Inc. (ad agency) <br />Downtown Marketing 2007 <br /> <br />Following the development and City's review of several possible advertising and messaging directions to <br />create more awareness for the Downtown, the ad agency has been assigned to produce an advertising <br />campaign to appear in local newspapers. <br /> <br />Print ads titled "Street Signs" will be based on intersections in the Downtown area where people can <br />discover shopping, dining, entertainment and cultural things that that may not have known about. The ad <br />agency is creating, writing, designing, producing and working with an independent illustrator for this <br />service. <br /> <br />The ads will be placed in local newspapers by the ad agency, requiring the negotiation, media insertions, <br />placement and final production supervision as each newspaper's specifications and ad sizes are <br />different. All of these services will be provided by the ad agency. <br /> <br />The cost of media is billed at NET, with no mark-up or commissions that are typically added by <br />advertising agencies so that the City can benefit from lower media costs and apply these savings to <br />additional advertising frequency or production costs. Again, the ad agency will coordinate this and <br />provide contractual agreements for the City's review in advance of placement. <br /> <br />The ads include a map and a website reference. The map is part of an another overall assignment to <br />create and produce a Downtown Map Guide that will show all the businesses in the core area along with <br />other pertinent information useful for the consumer. The Map Guide requires original illustrations, <br />photography, copywriting and design, all of which is being directed and produced by the ad agency. <br />Outside illustrators are being retained under this overall assignment. <br /> <br />The website referenced in the ads is for a consumer-friendly Downtown Redwood City website that will <br />help people find what they need: events, entertainment, shopping, restaurants, etc., and otherwise <br />understand what the Downtown offers in an easy to follow, unburdened method. Unlike the other <br />information that appears on the City's site, this is to help people buy, including potential investors, <br />developers and retailers. The Downtown is being branded with this site. The ad agency's initial <br />assignment is to develop the creative directions, the look, the feel and what needs to go into the website. <br />Following review, the site will be designed, built and programmed under a separate assignment. <br />Therefore the end result of this assignment will be the direction for review and discussion. <br /> <br />Finally, a Summer in the City promotion is being crafted, which may include: a theme logo, posters, radio <br />commercials, print ad, banners, flyers, and ancillary marketing tools that can be used on the existing <br />City's website. The posters, flyers and banners will be designed and produced by the ad agency <br />according to specifications to meet the City's requirements. Printing will be separately estimated and <br />arranged per the City's direction. <br /> <br />The ad agency is providing marketing counsel for a variety of other possible efforts, including a water <br />billing insert, public relations, media planning for events, cooperation with other City departments, etc. As <br />these projects are defined then the ad agency will identify them as projects and either bill for time under <br />this scope or by the project under a separately negotiated not-to-exceed budget and invoice/agreement. <br /> <br />Agreement over $1 OK <br />City Attorney Approved Version 111803 <br /> <br />10 <br />