BOARD MEETING DATE: March 6, 2009
AGENDA NO. 10

PROPOSAL:

Execute Sole Source Contract to Design and Implement a Program to Establish a Digital Interactive Communication Database

SYNOPSIS:

There is a need to establish a digital interactive on-line database to cost effectively identify, nurture, communicate, and establish ongoing relationships with large numbers of residents and other stakeholders. KSR Strategy Group in Sacramento has the requisite knowledge, skills and experience for this effort. This action is to execute a sole source contract with KSR Strategy Group to provide the necessary services, in an amount not to exceed $105,000 for a 12-month period, with options to renew for two additional years, at the discretion of the board and subject to budget approval.

COMMITTEE:

Administrative, February 13, 2009. Less than a quorum was present during the discussion of this item; the acting Chairman communicated concurrence and recommended this item be forwarded for Board consideration with no approval or disapproval recommendation from Committee.

RECOMMENDED ACTIONS:

1. Appropriate $105,000 from the Undesignated Fund Balance to Public Affairs FY 2008-09 Professional and Special Services Account.
    
2. Authorize the Chairman to execute a contract with KSR Strategy Group (KSR) to Design and Implement a Program to Establish a Digital Interactive Communication Database, with options to renew for two additional one-year terms, for a twelve month period beginning March 2009, at a cost not exceed $105,000.
    

Barry R. Wallerstein, D.Env.
Executive Officer

Background

The Administrative Committee and the Board Chair had previously requested the development of an electronic database management and communication tool for expedient mass communication of AQMD’s messages. KSR Strategy Group will assist in developing AQMD’s interactive email and web-based communications to enhance communication strategies and systems that will better advance AQMD’s clean air agenda and initiatives with state and local elected officials, their staff, stakeholders, and the public at large.

Specifically, KSR has proposed a project to increase the effectiveness and efficiency of the District’s communication efforts through the utilization of precisely targeted unique email databases, interactive web-based technologies, and communication strategies designed to raise the name recognition of AQMD and promote participation among stakeholders and the general public.

Proposal

This project will integrate select email databases and incorporate proprietary information and data related to polling research, including household data compiled by zip code, county, and media markets. Households which have a previous history of civic participation will be targeted to maximize program effectiveness. To support communication and on-going participation, a special search engine optimized web portal will be developed to reach and interact with target audiences by:

• Initiating a mass email/vertical medium/web interactive communication project, including the establishment of a presence on the Facebook on-line social utility network, and regular mass emailings.
• Boosting AQMD name recognition by targeting select urban areas within AQMD’s jurisdiction through unique email addresses organized by geographical location and other strategic data.
• Developing a unique communication support web portal with an automated content management system and state-of-the-art technologies and communication strategies to maximize search engine visibility and establish a focal point of activity. There will be an emphasis on ease of navigation and access to timely resources on air quality and related environmental issues. This web portal will be an evolving site with pertinent news articles and other medium and will serve as a repository for news articles and information on clean air issues which can be automatically emailed to subscribers that choose to receive updates.
• Working with AQMD staff to develop unique multi-media content as needed to communicate and illustrate specific public policy issues.
• Providing measurable results for each outbound email message, as well as web portal traffic, as to unique viewers and their behavior.
   

Sole Source Justification

Section VIII.B.2 of the Procurement Policy and Procedures identifies circumstances under which a sole source purchase award may be justified. This request for a sole source contract is made under provision VIII (B.2.d) – the unique experience and capabilities of the proposed contractor or contractor team, KSR Strategy Group.

KSR has unique skills in combining technical expertise with hardware and software, as well as experience with successful internet/electronic media communication projects.

In addition to experience working with state agencies and providing outreach to state and federal legislators, this firm specializes in communications and has over 14 years of combined communication management and public policy experience at both the federal and state levels. KSR’s clients include National Cable Communications - an advertising firm jointly owned by three of the nation’s largest media organizations - Comcast Cable Communications, Cox Communications and Time Warner – and the Children's Advocacy Institute at the University Of San Diego’s Center for Public Interest Law. In March of last year, the bipartisan American Association of Political Consultants (AAPC) awarded Sam Rodriguez, KSR’s principal, a Pollie Award for running the best overall Internet/Electronic Media Campaign in 2007–08. This firm’s experience lends itself well to the establishment of AQMD’s presence on the internet and through emails, delivering messages identified by the Board, as outlined above.
 

Resource Impact

AQMD’s Undesignated Fund Balance has sufficient resources and $105,000 is recommended to be appropriated to Public Affairs FY 2008-09 Budget, Professional & Special Services Account, for this purpose.
 

Staff Recommendation

Authorize the Chairman to execute a sole source contract with KSR Strategy Group to design and implement a program to establish a digital interactive communication database, for a twelve month period beginning in March 2009, at a cost not to exceed $105,000, with options for two one-year renewals, at the discretion of the board and subject to budget approval.
 

Attachment (DOC, 49k)

Proposal from KSR Strategy Group