BOARD MEETING DATE: July 9, 2010
AGENDA NO. 4
PROPOSAL:
Issue RFP for Signature AQMD Video
SYNOPSIS:
Although AQMD has an extensive array of media and public outreach tools for communicating with the public, it does not have a signature video on air quality to inform the public about the region’s air quality problem and motivate them to take steps to further reduce their air pollution. This action is to issue an RFP for the production of such a video. The project will include a general background video plus five “plug-ins” focusing on the unique challenges and success stories in each of AQMD’s five major regions. The RFP will encourage submittals that include partnership funding/grants or in-kind services from organizations outside AQMD.
COMMITTEE:
Administrative, June 11, 2010
RECOMMENDED ACTIONS:
Authorize the issuance of RFP #2011-05 for production of a signature AQMD video in an amount not to exceed $400,000.
Barry R. Wallerstein, D.Env.
Executive Officer
Background
AQMD has an extensive array of media and public outreach tools to reach the public, from news releases to town hall meetings and community events. Reflecting the evolution of today’s media, AQMD during the past year has produced several videos on a variety of air quality topics. These include “State of the Air 2010,” a 15 -minute video produced by an outside production firm and featuring interviews with all 13 members of AQMD’s Governing Board; “Reporting Air Quality Complaints,” a 5 -minute video on sources of air pollution and making air quality complaints, and several other videos. These have been posted to YouTube as well as shown in traditional venues such as town hall meetings, city councils and chambers of commerce.
AQMD has never had a signature air quality video aimed at a general audience. The contractor selected through this RFP process will plan, develop, film and produce a 15- to 25-minute video that informs viewers about today’s air quality challenges; inspires them about the need for clean air and motivates them to take action to reduce air pollution in their daily lives. The video is intended for and will be distributed to a very broad audience including community and environmental groups; churches and faith-based organizations; service organizations, chambers of commerce, elected officials and opinion leaders and others throughout the South Coast Air Basin.
Proposal
The contractor selected through this RFP will:
Develop a creative film/video treatment in consultation with AQMD
Develop a timeline for the film/video project
Seek funding partners to provide direct funds, grants or in-kind services to supplement AQMD
Write a script for the film in collaboration with AQMD
Recruit a narrator, preferably a well-known film actor or other personality
Procure all needed b-roll
Perform all field shooting, including arrangements for any equipment rentals, permits, acting talent, extras, etc.
Edit and produce a 15-25 minute film
Produce five “plug-ins” documenting the air quality challenges and success stories of AQMD’s major regions, including eastern Los Angeles County, western Los Angeles County, Orange County, Riverside County and San Bernardino County
Integrate the primary film with each of the five “plug-ins” to produce a total of five videos
Provide video in broadcast formats, DVD and electronic files suitable for YouTube and the Internet
During this project AQMD will:
Work closely with the contractor on all aspects of the film production
Develop a marketing plan to promote the video and distribute it to a wide range of audiences specified above
Design a “call to action” for viewers of the video
Execute an evaluation process to determine the effectiveness of the film in informing and motivating viewers
Outreach
In accordance with AQMD’s Procurement Policy and Procedure, a public notice advertising the RFP/RFQ and inviting bids will be published in the Los Angeles Times, the Orange County Register, the San Bernardino Sun, and the Riverside Press-Enterprise newspapers to leverage the most cost-effective method of outreach to the entire South Coast Basin. Notices will also be placed in film industry publications including the Hollywood Reporter and Daily Variety.
Additionally, potential bidders may be notified utilizing AQMD’s own electronic listing of certified minority vendors. Notice of the RFP/RFQ will be mailed to the Black and Latino Legislative Caucuses and various minority chambers of commerce and business associations, the State of California Contracts Register website, and placed on the AQMD’s Web site (http://www.aqmd.gov) where it can be viewed by making menu selections “Inside AQMD”/“Employment and Business Opportunities”/“Business Opportunities” or by going directly to http://www.aqmd.gov/rfp/index.html). Information is also available on AQMD’s bidder’s 24-hour telephone message line (909) 396-2724.
Bid Evaluation
Proposals will be reviewed and evaluated by a diverse, technically qualified panel in accordance with criteria contained in the attached RFP. The panel will include one professional documentary filmmaker/producer or individual with equivalent expertise from outside AQMD. In addition, the most qualified firms may be interviewed by the Administrative Committee of the Board for the purpose of final recommendation.
Consultant Selection Process
Staff recommends that a consultant or consultants be selected through an open bidding process, according to the AQMD’s Consultant Selection Policy and Procedure, Section 1 (B). Due to the nature of the work to be performed or the staffing level required, it may from time to time, be necessary to utilize the services of outside contractors/consultants who are not employees of AQMD.
Proposed Budget
The total funding from the AQMD for this RFP will not exceed $400,000. Co-funding and/or in-kind services are to be secured by the selected contractor as matching funds.
Resource Impacts
Funding for these services is provided for in an enforcement settlement with Wal-Mart that established funds for public outreach.
Attachment (DOC, 1.1M)
RFP #2011-05