CONTRACT TO RESEARCH AND INDENTIFY A NEW BRAND FOR CLEARWATERCONTRACT
THIS CONTRACT, entered into this thirtieth day of September, 2015, by
and between the CITY OF CLEARWATER, a Florida municipal corporation,
hereinafter referred to as "City," P.O. Box 4748, Clearwater, Florida 33758 and
Sparxoo LLC, a Florida corporation, hereinafter referred to as " Sparxoo," 514 N.
Franklin Street Suite 202, Tampa, FL 33602.
WHEREAS, the City hired NorthStar Destination Strategies Inc. to
research and identify a new brand for Clearwater a need exists to hire a branding
entity to facilitate a strategic brand rollout.;
and
WHEREAS, Sparxoo agrees to take the lead in rolling out a new brand
package to residents, employees, city departments and the greater Clearwater
business community and stakeholders;
NOW THEREFORE, in consideration of the promises stated herein, the
City and Sparxoo mutually agree as follows:
1. SCOPE OF PROJECT.
Sparxoo agrees to provide the scope of services under the terms and
conditions for a branding roll out as set forth in Request for Proposal
(RFP) No. 62 -15, Brand and Marketing Consultant Services, and
Sparxoo's response dated August 20, 2015, and described in attached
Exhibit A — Scope of Work and Fee Schedule
2. TIME OF PERFORMANCE.
The initial Contract Term shall commence on October 1, 2015 and end
September 30, 2016.
3. COMPENSATION.
The City will pay Sparxoo $50,000 as described in attached Exhibit A —
Scope of Work and Fee Schedule, inclusive of all reasonable and necessary
direct expenses, if applicable. The City may, from time to time, require changes
in the scope of the project of Sparxoo to be performed hereunder. Such
changes, including any increase or decrease in the amount of Spancoo's
compensation and changes in the terms of this Contract which are mutually
agreed upon by and between City and Sparxoo shall be effective when
incorporated in written amendment to this Contract.
4. METHOD OF PAYMENT.
Sparxoo's invoices shall be submitted to the City for approval for payment
on a Net 30 basis. The City agrees to pay after approval under the terms of the
Florida Prompt Payment Act F.S. 218.70.
The City's performance and obligation to pay under this Contract is
contingent upon an annual appropriation of the City's budget.
5. NOTICES AND CHANGES OF ADDRESS.
Any notice required or permitted to be given by the provisions of this
Contract shall be conclusively deemed to have been received by a party hereto
on the date it is hand delivered to such party at the address indicated below (or
at such other address as such party shall specify to the other party in writing), or
if sent by registered or certified mail (postage prepaid) on the fifth (5th) business
day after the day on which such notice is mailed and properly addressed.
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Sparxoo LLC
DAVID
Name
Title
514 N. Franklin St, #202
Tampa, FL 33602
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Telephone #
Si3- Y2ST- L�Z�
Facsimile #
City of Clearwater
Name
T IC CoMmt AK-a). !�i» S 1 /tdtrY-
Title
6. TERMINATION OF CONTRACT.
P.O. Box 4748
Clearwater, Florida 33758
- 0-/ -5cia-1/22
Telephone #
Facsimile #
Termination by the City is pursuant to RFP No. 62 -15 Terms and
Conditions. Term and Termination: Should the City terminate the project for
any reason during the course of its development, the financial obligation of the
Organization to Sparxoo will be limited to the professional fees for the portion (or
portions) of the project in process plus the next 30 days as detailed in proposals
and subsequent confirmations. This agreement shall be governed and construed
in accordance with the laws of the State of Florida.
7. INDEMNIFICATION AND INSURANCE.
Sparxoo agrees to comply with all terms, provisions, and requirements
contained in RFP No. 62 -15 Brand Marketing Consultant Services, made a part
hereof as if said document were fully set forth at length herein.
8. PROPRIETARY MATERIALS.
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Upon termination of this Contract, Sparxoo shall transfer, assign and
make available to City or its representatives all property and materials in
Sparxoo's possession belonging to or paid for by the City.
9. INTERESTS OF PARTIES.
Sparxoo covenants that its officers, employees and shareholders have
no interest and shall not acquire any interest, direct or indirect, which would
conflict in any manner or degree with the performance and /or provision of
services required under the terms and conditions of this Contract.
10. CONFORMANCE WITH LAWS.
Sparxoo agrees to comply with all applicable federal, state and local
laws during the life of this Contract.
11. ATTORNEY FEES.
In the event that either party seeks to enforce this Contract through
attorneys at law, then the parties agree that each party shall bear its own
attorney fees and costs.
12. GOVERNING LAW AND VENUE.
The laws of the State of Florida shall govern this Contract, and any action
brought by either party shall lie in Pinellas County, Florida.
IN WITNESS WHEREOF, the parties hereto have executed this Contract
as of the date set forth above.
(If approved by Commission)
CITY OF CLEARWATER, FLORIDA
Countersigned:
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Assistant City Attorney
Attest:
Print Name:
Secretary
CITY OF CLEARWATER, FLORIDA
By:
William B. Home II
City Manager
Attest:
Ros marie Call
City Clerk
Sparxoo, LLC
By:
Print Name: av
Title: CEO
(A04-09215 /175040/1j Page 5 of 7
Exhibit A — Scope of Work and Fee Schedule
For this project, Sparxoo will be paid $50,000, with progress payments made on
a quarterly basis, in conjunction with work completed and milestones
accomplished as outlined below.
Phase 1: Establish
• Deliverables:
1. Review outputs of North Star brand design and strategy and
participate in logo review meeting(s)
2. Present branding project update and next steps to the City Council
and Senior Management Team
3. Conduct logo inventory
4. Confirm key stakeholders (internal and external); set up and
conduct initial introductory meetings (excluding those attending the
10/27 Department Directors' meeting)
5. Conduct audit of other cities' roll -out activities
6. Develop creative brief for IMC campaign including PR plans and
social media / buzz recommendations
7. Set goals and metrics of success
8. Create schedule for key metrics and launch activities; establish final
30 day pre - launch checklist when date is identified
9. Set strategy for new logo transition
10. Provide direction for the city website re- design based up on the
new logo and creative elements; incorporate learning from Civic
Plus research as appropriate
11. Provide leadership to the City's graphic designer(s) to update key
assets — initially for the most visible City departments (e.g., Public
Communications), materials (e.g., business cards, shirts,
brochures, PowerPoint), and monuments
12. Present end -of- quarter results and set expectations for next phase
• Timeline: Months 1 -3
• Price: $15,000
Phase 2: Educate
• Deliverables:
1. Develop related materials and conduct training/workshops
• Explain rationale for new brand identity
• Rollout North Star deliverables (e.g., brand platform statement and
creative elements)
• Facilitate brainstorm of brand activation (e.g., "Start- Stop - Strengthen ")
• Discuss and document early wins, barriers, and implementation
expectations (e.g., "Stumbling Blocks vs. Stepping Stones ")
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• Identify brand ambassadors and discuss role
2. Build on initial social media recommendations to continue "buzz"
3. Complete logo inventory
4. Prepare /present update on branding project at key City Meeting(s)
5. Present end -of- quarter results and set expectations for next phase
• Timeline: Months 4 -6
• Price: $12,500
Phase 3: Excite
• Deliverables:
1. Develop ongoing plan for branded activities and events
2. Provide design direction for additional branded materials and
monuments
3. Build on initial social media recommendations to continue "buzz"
4. Develop and roll -out Ambassador training
5. Continue to conduct periodic check -ins with key stakeholders and
brand ambassadors
6. Prepare/present update on branding project at key City Meeting(s)
7. Present end -of- quarter results and set expectations for next phase
• Timeline: Months 7 -9
• Price: $12,500
Phase 4: Engage
• Deliverables:
1. Provide ongoing support for brand roll -out
2. Continue to conduct periodic check -ins with key stakeholders and
brand ambassadors
3. Develop post launch support and recommendations for future
activation
4. Prepare /present update on branding project at key City Meeting(s)
• Timeline: Months 10 -12
• Price: $10,000
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