HomeMy WebLinkAboutR-80-0884c
RJ
RESOLUTION NO. 8
A RESOLUTION AUTHORIZING AND DIRECTING THE
(�GRAPHICS ND`�'j CITY MANAGER TO ENTER INTO AGREEMENT WITH
..)UP('�OR 1 I �/ PRODUCTIONS/DESOIGN, TOGRINC.) INPHY,CSUBSTANTIALLYIC
THE FORM ATTACHED HERETO, FOR THE PURPOSE
OF PROVIDING PROFESSIONAL ADVERTISING SER-
r ULl-�.J,�OFCPOLES ICE ROFFICER ECRUIT AATLACCOST NOT ZOANTS FOR EEXCEED
ION
ONE HUNDRED THOUSAND DOLLARS ($100,000.00)
WHEREAS, the City of Miami is desirous of conducting a
multimedia advertising campaign for the recruitment of Police
Officers; and
WHEREAS, the City Commission has adopted an Ordinance
establishing an affirmative action goal of eighty per cent
(80%) for appointment of minorities and women to the position
of Police Officer; and
WHEREAS, Graphics and Photography, Inc. (d/b/a Graphic
Productions/Design, Inc.) has the necessary skills and is
willing to conduct a multimedia advertising campaign for Police
Officers; and
WHEREAS, Graphics and Photography, Inc. (d/b/a Graphic
Productions/Design, Inc.) has committed itself to make neces-
sary arrangements, including sub -agreements, to assure the
recruitment of Hispanic, Black, and women applicants for the
position of Police Officer;
NOW, THEREFORE, BE IT RESOLVED BY THE COMMISSION OF THE CITY
OF MIAMI, FLORIDA:
The City Commission hereby authorized and directs the City
Manager to execute an agreement with Graphics and Photography, Inc.
(d/b/a Graphic Productions/Design, Inc.) for professional adver-
tising services to be provided for the City of Miami's Police
Recruitment Pr,, -,ram in substantially the form attached hereto
and made a part hereof in an amount not to exceed One Hundred
Thousand Dollars ($100,000.00).
- CITY cor oitSSION
m. _-E VING OF
DEC
"DOCUMENT INDEX
IT[tvl 1'0._ it
s
• �J' yi
PASSED AND ADOPTED THIS 17 DAY OF December 1980
ATTEST:
RALPH ONGIE, CITY CLERK.
PREPARED AND APPROVEu BY:
JR J. COPELANI J,
A SSISTANT CITY ATTORNEY
s*, w
F
APPR,qWi4p AS TO
GEORG F. KNOX, JR.,
CITY TORNEY
Maurice A. Ferre
kLAURICE A. FERRE, MAYOR
CORRECTNESS:
it SUPPORTIVE
A L�/�s,
80-884
Fol
RESOLUTION NO.
A RESOLUTION AUTHORIZING AND DIRECTING THE
CITY MANAGER TO ENTER INTO AGREEMENT WITH
GRAPHICS AND `}� PHOTOGRAPHY,
P ODUCTIONS/DESGN,INCINC
. INSUBSTANTIALGRAPHIC
SUBSTANTIALLY
THE FORIM ATTACHED HERETO, FOR THE PURPOSE
OF PROVIDING PROFESSIONAL ADVERTISING SER-
FnULL0 `�'J17 OFCES POLICCERECRUIT OFFICERAANTS ATLACCOST NOT ZOFOREEXCCEPOSEDION
ONE HUNDRED THOUSAND DOLLARS ($100,000.00)
0
WHEREAS, the City of Miami is desirous of conducting a
a multimedia advertising campaign for the recruitment of Police
Officers; and
WHEREAS, the City Commission has adopted an Ordinance
establishing an affirmative action goal of eicflzty per cent
(800) for appointment of minorities and women to the position
of Police Officer; and
WHEREAS, Graphics and Photography, Inc. (d/b/a Graphic
Productions/Design, Inc.) has the necessary skills and is
willing to conduct a multimedia advertising campaign for Police
Officers; and
WHEREAS, Graphics and Photography, Inc. (d/b/a Graphic
Productions/Design, Inc.) has committed itself to make neces-
sary arrangements, including sub -agreements, to assure the
recruitment of Hispanic, Black, and women applicants for the
position of Police Officer;
NOW, THEREFORE, BE IT RESOLVED BY THE COMMISSION OF THE CITY
OF MIAMI, FLORIDA:
The City Commission hereby authorized and directs the City
Manager to execute an agreement with Graphics and Photography, Inc.
(d/b/a Graphic Productions/Design, Inc.) for professional adver-
tising services to be provided for the City of Miami's Police
Recruitment T1r-_,gram in substantially the form attached hereto
and made a part hereof in an amount not to exceed One Hundred
Thousand Dollars ($100,000.00).
"DOCUMENT INDEX
ITHAff
CITY C.ory SSION
t,1 E E i i'� G OF
DEC _ i '680
RE61AnhS: ............�...........
LL-
F
PASSED AND ADOPTED THIS 17_ DAY OF December.? 1980
Maurice A. Ferre
t,AURICE A. FERRE, MAYOR
ATTEST:
RALPH�G. ONGIE, CITY CLERK"
a
PREPARED AND APPROVEu BY:
JO Y J. CQPELAN, JR ,
SSISTANT CITY ATTORNEY
J
APqRAS TO D CORRECTNESS:
GE.KNOX, JR.,
CIORNEY
"'SUPPORTIVE
DO."�': ��!TS
4
s
PROFESSIONAL SERVICES CONTRACT
THIS AGREEMENT, made this day of . by and
between the City of Miami, a municipal corporation under the laws of
the State of Florida (hereinafter referred to as the "CITY") and
Graphics and Photography, Inc. (d/b/a Graphic Productions/Design, Inc.)
a Florida Corporation (hereinafter referred to as "PROVIDER") having
principal offices at 6792 SW 62 Avenue, Miami, Florida, states condition
and covenants for the rendering of Professional Advertising Services by
said PROVIDER, to the City of Miami Human Resources Department (herein-
after referred to as "DEPARTMENT") at a cost not to exceed One Hundred
Thousand Dollars ($100,000.00) for the period of December 1, 1980 through
September 30, 1981.
WITNESSETH
WHEREAS, the CITY has entered into a con_tract with Graphics and
Photography, Inc. (d/b/a Graphic Productions/Design, Inc.) to recruib
applicants for the position of Police Officer; and
WHEREAS, the PROVIDER has developed and provided service as described
elsewhere herein which have proven of value to the Community and has demon-
strated effectiveness and qualifications to provide these services; and
WHEREAS, the CITY is desirous of obtaining such services of the PROVIDER
and the PROVIDER is desirous of furnishing such services;
NOW, THEREFORE, in consideration of the mutual covenants and agreements
hereinafter set forth, the parties hereto covenant and agree as follows:
ARTICLE I: SCOPE OF SERVICES
It is understood that the PROVIDER will provide the following services
for the CITY in conjunction with the CITY'S Police Recruitment Program:
A. To provide a program of recruitment that will develop a pool
of at least 1500 qualified applicants within a time schedule
that will permit the City to make 270 appointments by May 11,1981,
to the position of Police Officer.
"SUPPr,_)'RTI ;L/E
DOC
V - 8 8
A, To provide recruits with the superior qualifications re-
quired for police work in a major central city.
C. To assure that Blacks, Latins and women comprise more than
eighty per cent (809) of the total applicant pool, in order
to assure compliance with the appointment goal of eighty per
cent (800) established by City Ordinance.
D. To train six 1-olic_ Officers in recruiting techniques.
t. To prepare advertising copy, designs, layouts, tables, scripts,
and tapes for a multimedia advertising campaign including
newspapers, radio and television stations, billboards, store-
front posters, flyers, handouts and related materials.
F. To conduct a multimedia advertising campaign for recruitment
through media sources, both print and broadcast, with em-
phasis on recruiting Black, Latin and women applicants.
G. To continue the recruitment campaign through September 30,1981,
in order to supply candidates to fill vacancies that occur
prior to that date and to provide -a pool of qualified candi-
dates who can fill positions that may become open on or after
October 1, 1981.
ARTICLE II: DELIVERY OF SERVICES
Both parties agree to comply with those stipulations which are out-
lined in the "Work Statement" narrative which is attached hereto and
incorporated herein.
ARTICLE III: EFFECTIVE TERM
Both parties agree that the effective term of this Agreement shall be
made from December 1, 1980 through September 30, 1981.
ARTICLE IV: AMOUNT PAYABLE
A. First Payment
On or about December 1, 1980 the CITY agrees to advance
PROVIDER the sum of Seven Thousand Dollars ($7,000.00).
It is understood that this initial payment is necessary
to cover certain production costs, such as ad concept,
design and print media placement. "SUr PORT! V
-2- DOCUI`VILNTS
FOLLOW„
4-11
Second Payment
On or about January 1, 1981 the CITY agrees to advance
PROVIDER the sum of Fourteen Thousand Dollars ($14,000.00).
It is understood that this advance is necessary to cover
production costs related to broadcast media, radio air time
and additional production costs for print media and
materials including flyers, brochures and posters.
C. Additional Payment
The CITY shall reimburse PROVIDER for expenses incurred in
placement of advertising in an amount not to exceed One
Hundred Thousand Dollars ($100,000.00). Such reimburse-
ment shall be made monthly or bi-weekly as may be agreed
between the parties. It is understood and agreed that an
amount of Three Thousand Dollars ($3,000.00) per month
shall be deducted from such reimbursement until an amount
of 'Twenty-one Thousand Dollars ($21,000.00), representing
the first two (2) payments, has been recovered by the CITY.
D. Maximum Expenditure
The PROVIDER and the CITY hereby agree that the maximum
amount payable under this contract shall not exceed One
Hundred Thousand Dollars ($100,000.00) and that either
party may immediately and at any time terminate this agree-
ment when the cost here and above reaches One Hundred
Thousand Dollars ($100,000.00).
ARTICLE V: METHOD OF PAYMENT
Payment shall be made in accordance with those procedures as outlined
below:
The CITY agrees to compensate the PROVIDER for services rendered on
a monthly basis in connection with this Agreement and billing should be
made at the end of each month. All invoices shall include the following
information:
1) Description of services provided
2) Date and time services were provided
3) Additional information as requested by
Department. "SUPPORTIVE
DOCUIvIEN TS
3� FOLLOW
If an invoice is questioned by the Department, the Department shall
notify PROVIDER in writing within seven days of receipt of the invoice
and mutual agreement shall be reached before payment is made.
Unless the invoice is questioned by Department as provided for above,
payment shall be made in full by the CITY within thirty (30) days after
receipt of invoice from PROVIDER.
ARTICLE VI: NOTICES
It is undcrstooH and agreed between the both parties hereto that all
notices which may arise in connection with this Agreement shall be con-
sidered sufficient when made in writing and mailed or delivered in
person, to the appropriate address of the respective party:
FOR CITY:
Ms. Martha Salgado, Recruitment Supervisor
Department of Human Resources
City of Miami
1145 N.W. 11 Street, Room 109
P.O. Box 330708
Miami, Florida 33133
FOR PROVIDER:
Mr. Winston Hale, President
Graphics and Photography, Inc.
(d/b/a Graphic Productions/Design, Inc.)
6792 S.W. 62 Avenue '
Miami, Florida 33143
ARTICLE VII: MONITORING AND REPORTING
The PROVIDER agrees to permit the Department and authorized City per-
sonnel to monitor the program which is the subject of this Agreement
according to applicable terms of the Agreement. The PROVIDER agrees to
maintain records of work programs and services as required and furnished
by the Department and to provide periodic progress reports to the Depart-
ment upon request. All original copies of reports and records shall
become the property of the CITY.
ARTICLE VIII: AMENDMENTS
The CITY may at its discretion, amend the Agreement to conform with
changes in applicable City, County, State and Federal laws, directives,
guidelines and objectives. No amendments to this Agreement shall be
binding on either party unless in writinq and signed by both parties.
Such amendments shall be incorporated as a part of this Agreement upon
review, approval and execution by the parties hereto. it C i1 „
i
forms of compensation; and selection for training, including apprentice-
ship. The PROVIDER shall post in conspicuous places, available to
employees and applicants for employment, notices setting forth the
provisions of this non-discrimination clause.
The PROVIDER shall state that all qualified candidates will receive
consideration for employment without regard to race, color, religion,
sex, age, handicap, marital status or national origin.
It is expressly understood that upon receipt of evidence and deter-
mination by the Department of such discrimination, in regards to
employment, educational opportunities and persons served, the CITY shall
have the .night to terminate said contract.
ARTICLE XII: INDEMNIFICATION
The PROVIDER shall indemnify and hold the CITY harmless from and
against any and all claims, liabilities, or damages arising from the
preparation or presentation of any advertising covered by this agree-
ment, including the cost of litiaation and counsel fees.
ARTICLE XIII: WORD STATEMENT
A. PROVIDER shall develop a recruitment program and media advertis-
ing as specified in Article I based on the following target dates:
December 10, 1980. Complete the concept, design
production and placement of newspaper display ads.
December 20, 1980. Completion of flyers and posters.
January 3, 1981. Complete the placement of billboards
and bus ads (if bus ads are agreed upon between the
parties).
January 20, 1981. Complete the broadcast media spot ads.
B. Advertising shall be prepared in both the English and Spanish
languages.
C. Advertising shall be placed by PROVIDER in such media as it
determines on a schedule that will fulfill the scope of
services in Article I. The CITY shall have the right of
prior approval for specific schedules and media on a monthly
basis and to alter schedules and media in order to meet the
needs of the CITY. ItSUPPORTIV
VP
f_.
IN WITNESS WHEREOF, the parties hereto have executed this Agreement
the day of
THE CITY OF MIAMI, a municipal corporation
of the State of Florida
BY i
RICHARD L. FOSMOEN, City Manager
ATTEST:
RALPH G. ONGIE, CITY CLERK
"WITNESS
BY:
,FITNESS
inston Hale, President And authorized
to execute agreements for Graphics and
Photography, Inc. (d/b/a Graphic
Productions/Design, Inc.)
PREPARED AND APPROVED BY:
'- �-{= tom; ` _:��:;r� �, L -_ - J•-, � -: �-
JOHN J . COPELAN,. ACT R . , ,_/
ASSISTANT CITY ATTORNEY
APPROVED,AS TO FORM AND C-RRECTNESS:
J
I
GEORGE F.i'KNOX, JR. ,
CITY ATTORNEY
CORPORATE SEAL
"SUPPORTIVE
DOCUF1A r i-5
FOLLOVVYY
w7w
S 0 - 8 8 4
:ITY
1,....
Major A. Bared. Commander ll December 1980 PER 15 j
Management Section
Report to City Commission - PERT Chart
Sgt. W. Martinez
Recruitment & Selection Detail
For your information we attach the sixth report on the Miami Police
Department hiring effort for the upcoming City Commission meeting.
WIM:mt
Enclosure
"SUPPORTIVE
FOL_L"" v
B
-y s
i
PERT
M&WE KLY POLICE APPLICANT PROGRESS REPORT
1 RO%i NOVEMBER 21, 1980 TO DECEMBER 11, 1980
EMPLOYED
WM WF
BM
BF
SM
SP
10/06/80 BLE #47
3 1
10
6
11
1
Certified Police Officer*
1
Percentage
12.1% 3%
30.396)
18.2%
33.3%
3%
Minority hired:
87.8%
11/03/80 BLE #48
0 3
9
5
15
3
Certified Polic--Officers*
1
1
,
Percentage
2.7% 8.1
24.3%
13.5%
43.2%
8.IN,
Minoritv hired:
97.396
12/10/80 BLE #49
5 0
9
5
21
0
Certified Police Officers*
2
2
Percentage
16.01to -0-
20.41to
11.3%
52.3%
-0-
Minority hired:
84.01Y�
Note: *Certified Police Officers
do not attend the Police
Academy.
01/12/81 BLE I/
PROJECTED
02/09/81 BLE //
03/16/81 BLE //
04/13/81 BLE //
05/ 11 /81 BLE //
TOTAL
32
01
37
100%
35
02
77
100%
40
04
44
T-60%
INSTITUTE TRAINING (SEFICJ)
As of this date, December 11, 1980, the Academy has terminated five Police Officer
Recruits from BLE #47, two Police officer Recruits from RLE f148 and one from BLE
#49, which leaves in training at the Academy a total of 99 candidates.
"SUPPORTIVE
DOC U' . ITS
FOLLOW"
a
4
9
APPLICANTS IN PROCESS
Dates &. Goals Achievements
Recruitment 12/ 11 /80 As of 12/ 11 /80
City residents 35
Countv residents 381
Out of County 37
Total 453
The 453 applicants listed above will be tested on December 17 and 18, 1980.
It is anticipated that this number will be closer to 6'00 by the date of the exam.
The exact number of applicants tested will be reflected on the next report.
During the above same two dates, a number of P.S.A. applicants will be tested.
This number at the present time is 2.5, but will be higher on the exam date.
Exam dates 11 / 1 S/SO 22 candidates tested
11/20/80 28 candidates tested
11/21/80 23 candidates tested
P.S.A. tested 10/29/80 72 candidates tested
39 passed exam
Register Return The results of the P.S.A. exam administered on 10/29/80
Cerfitication were received on 11/21/80 with 39 eligible candidates
The results of the exam for Police Officers administered
on 10/29/SO were received on I 1/21/SO with 52 eligible
candidates.
As of this date. 12/11/SO. the results on the exams
of 1 l / 13/SO-1 1 /20/80 and I 1 /21 /SO for Police Officer
have not been received.
Register Referral All applicants from the 10/29/80 test have been
do Notification Sent notified.
All applicants on the 10/29/30 P.S.A. exam have
also been notified.
DOC
FOLLQVV"
2
1
0
Ej
hates do Goals
Achievements
I&M prep► time
In the past, this process has been conducted at the
same time that the applicants appear for the necessary
processing of forms prior to their background
investigation. This process necessitated the use (on
overtime) of two U). technicians and three Secretaries
to do the typing.
To avoid the overtime on the above stated personnel,
we now conduct the I.II. prep. time when the applicant
appears for the polygraph exam. This new process has
eliminated much overtin c and has accomplished the same
goals.
The number of applicants that have concluded their l.n.
prep. will he the same as applicants in background
investigations. This number at the present time is 310.
The below figures will also include P.S.A.'s in process.
O.D. Notice
Not applicable at this time
Interview & Selection
Goal has been attained on previous reports
Transfer �� Training
T.C.11 and Secretary I Goal attained
Polygraph
12/11/80 343 Completed to date
Medical
12/11/80 339 Completed to date
Physical Agility
12/11/80 278 Completed to date
Record Check
12/11/80 310 Completed to date
& Letter Work Out
Back x-rays
Background
Investigations
Oral Interview Bd.
Signing In and
Swimming
,u PPORTEVE
c�oc� ���iN i
.' FOLLOV1l,r
12/11/80 311 Completed to date
12/11/80 310 of v.,hich 256 have
been completed
12/11/80 114 Completed
12/11/80 114 Completed
3
APPLICAIJTS IN PROCESS
Application Processing
The register of July 1980 containing 262 Police applicants has been completed with the
exception of 14 applicants that are currently on hold for various reasons, i.e., medical,
citizenship.
WM
WF
Bit
BF
LM
LF
TOTAL
Hired
9
4
27
14
42
4
100
-
3.596
1.5%
10.3%
5.4%
16.0%
1.5%
38.2%
Disqualified
9.
4
19
19
40
3
94
5.5%
1.5%
7.2%
7.2%
15.3%
1.1%
35.9%
Declined
3
2
8
4
10
2
29
1.1 %
0.8°0
3.%
1.5%
4.%
0.8%
11.%
Failed to appear
3
-0-
8
1
13
-0-
25
1.1%
-0-
3.%
0.4%
5.%
-0-
9.5°'n
On Hold
1
3
2
-0-
8
-0-
14
0.4%
1.1
0.8�{�
-0-
3.%
-0-
5.40; '
TOTALS
25
13
64
38
113
9
262
9.6%
4.9°0
24.39
14.5%
43.3%
3.4n;
100",)
From 100 applicants hired 9116
were minorities. The
following
is an ethnic
breakdown:
fit .N1
WF
B,%I
BF
L 1t
LF
TOTAL
9%
41`6
271?6
14%
42"u
4°S
1001i;
The register of October 1, 1980 %vith 81 applicants was received by this Department on
October 27, 1980. This register will be completed in the next two weeks. Twelve
applicants from this register are currently attending, the December academy class.
The remaining applicants that qualify will be processed for the January class.
The register of (-)ctober 29, 1980, containing 52 applicants was received by this
Department on V-wember 21, 1980. Some of these applicants from this register will
be attending the January academy class. The remaining; applicants that qualify will be
attending; the February academy class.
- 1 t S U I-(�
r J Ff7 1 `.'I L..
4 DOCU
FOLLOW"
Ta —_
'�1 1
Iot
From November 21 to necember 11, 1930, a total of two (2) Police Officers have left
the Police Department:
I Officer terminated from the Academy
1 Officer resigned from the Acaderny
The officer that resigned, indicated that he had another career to pursue outside of
law enforcement.
As of Febnrary 1, 1980, a total of 37 sworn officers and police recruits have left the
Police Department. The majority of these officers have indicated in their exit
interview that they were disappointed with the lack of support shown by the criminal
justice system and the community.
In an attempt to place more Police Officers on the street, the Police department has
developed a plan to civilianize positions throughout tie Department. The following is
a breakdown of the positions to be civilianized:
* I Account Clerk relieved one P.O. in Traffic
* I Chief `,iana;ement ;Analyst trill relieve one P.O. in Planning d• Inspections
I Clerk I position %will relieve one P.O. in Records
I Laborer %%ill relieve one P.O. at the Stables
3 Property Specialist 11 %vill relieve 3 P.O. in Property
1 Property Specialist f %vill relieve I P.O. in Property
I Publicity News Vanager will relieve a sworn supervisor in the Office of
Information nisse;nination
I Rangemaster will relieve sworn strnorvisor in Range
* 2 Reori;ani,ation of Directives & Correspondence relieved 2 P.O.s.
* I Senior Programr-ner relieved one P.O. in Systems Pevelopment
5 assi nrnent of PSxs to Front Desl< krill relieve 5 P.O.s
* 1 Citv :Attorney relieved 1 sworn supervisor from Legal
* I Court Liaison roduc_ed 1 P.O.
4 Cornrn. e`nerators and 3 l'S:Vs ,vill replaced 4 light duty positions
and 4 regular duty P.O.'s in Communications
*:Already accomnlis'led
A total of 25 s•%orn positions will be replaced by non••s%vorn personnel.
As of December 1 1. 1 9S0 the processing has been going smoothly and outside of the
possible problem areas stated in the previous report, we do not anticipate any
obstacles to prevent the Department from meeting our hiring goals.
"SUPPOR T I V E
D0CU!V
FOLLOVVY
5
12/11/80
CITY OF DTI
POLICE RECRUITMENT
PROPOSA
DEC 11 +380
DEPARTMENT OF W4AN RESAURCES
Media Department II, Inc.
1110 BR;CKELL A.E'a-.E S�jiTE :30 MAY; FLOR'CA 3313' ----OE) 358-5178
i
f
9ACKGROUND
We have spent a considerable amount of time talking with
Human Resources personnel involved with police recruitment
and with appropriate people in the Community Relations
Department about the task at hand, to -satisfy ourselves
that: '
1. We can provide effective help in accomplishing
the goals,
2. We want the job.
We are satisfied on both counts.
... We can provide sound effective professional
help.
... We want the job.
.e) n- T I ` E
...3�t i
F L LORV
Media Depar"immt It, Inc.
i
J
BACKGROUND
we have spent a considerable amount of time talking with
Human Resources personnel involved with police recruitment
and with appropriate people in the Community Relations
Department about the task at hand, to, -satisfy ourselves
that:
1. We can provide effective help in accomplishing
the goals,
2. We want the job.
We are satisfied on both counts.
we can provide sound effective professional
help.
We want the job.
"SU PP"RTIVE
D0C U�'�41�fi�TS
i=ULLOW"
Medu Depannwnt 11.1nc.
A
0
DISCUSSION
We can provide advertising that will generate traffic. This
can and should be both PSA advertising and paid advertising.
However —we need to draw on the "people" and "research"
_ and "experience" expertise of others to help make our
advertising effective.
Specifically, we would want to interview current. Police
Department personnel who are members of the target groups
being sought. How can we attract young black males into
the Department? We better talk to some young and maybe
some not so young black police people. The same kind of
effort should be made with women. Latin women present a
unique cultural problem that may be insurmountable but we
would like to try nonetheless.
Secondly, we would like to encourage the appropriate Human
Resources/Police Department people to help us find out all we
can about successful recruitment proqrams in other major
cities. :that appealed? Flow did it apply to minorities?
Are these conditions similar to our own?
F0LLOW
Media Department u,irw..
Discussion (continued)
Third, we will obtain from Arbitron current and trended
AID information on minority groups by gender. This will
provide the best data available to measure the broadcast
media habits of these groups. This is of extreme importance,
since one key group (young black men) are the single most
elusive and single most difficult to measure media target.
All of the foregoing will help us find out what to communicate
and the best channels of communication. We will then apply
our professional advertising skills to the recruitment
advertising to make it work effectively.
"SUPPORTIVE
DOCU RIP r�I I J
Medla Defmrtment f lnc.
r
0
MEDIA USAGE Of
1. Television will be a primary medium.
This is of the utmost importance. We recommend the
use of strategically placed :10 second and :30 second
commercials on a "paid" basis. Stations who will not
guarantee us some PSA or recruitment coverage may be
disregarded at the time of purchase. TV is important
because it is the most powerful communications medium
yet devised by man. In this case..as Marshall McLuhan
said, "The medium is the message".
- 2. Radio should be used on the same basis: paid and PSA
We not only have stations programmed to our specific
target audiences. ..we can perform diary analyses of
non -ethnic stations to measure their audience delivery
against our targets. A crucial point: radio, like
TV is intrusive. It forces itself onto/into the listener's
consciousness. This is the essence of and value of
broadcast media. It is even more true for minority groups.
3. :Newspaper advertising is a must ... but we suggest limited
and prudent use thereof.
Tombstone type ads to cover all legal requirements will
f�Ji'ORTI VE
Media Deparrmnt Il,inc. FG L L V Y Y't, z.
jZ
Media Usage (continued)
be provided. In addition, small display ads with the
same family look as the TV commercials should be used.
Neighbors should be a key medium. Our minds are open to
_ other legitimate neighborhood newspapers. In addition,
Diario Las lumerica and E1 Miami herald must be used.
4. Out -of -Home media including buses and junior poster
panels may play a role. The Winston/City contract may
provide some no -cost space opportunities in the buses.
Ile would hope to be able to negotiate a very low cost
production fee also.
The appearance of these materials would carry the same
visual character as the TV and newspaper display advertising.
Neighborhood showings on the junior outdoor boards could
be most beneficial and quite economical. Specifics will
be negotiated with Empire outdoor for space and with Rose
Poster for materials.
These boards offer message exposure to slow -moving neigh-
borhood vehicular traffic and to foot traffic. They can
be very effective, especially in the HDLA (High Density
Latin American) neighborhoods.
"SUPPORTIVE
DOu"01.1-4EV TS
Media Department 11, Inc. F O L L Y `V V"
Media Usage (continued)
be provided. In addition, small display ads with the
same family look as the TV commercials should be used.
Neighbors should be a key medium. Our minds are open to
_ other legitimate neighborhood newspapers. In addition,
Diario Las lumerica and E1 Miami herald must be used.
4. Out -of -Home media including buses and junior poster
panels may play a role. The Winston/City contract may
provide some no -cost space opportunities in the buses.
Ile would hope to be able to negotiate a very low cost
production fee also.
The appearance of these materials would carry the same
visual character as the TV and newspaper display advertising.
Neighborhood showings on the junior outdoor boards could
be most beneficial and quite economical. Specifics will
be negotiated with Empire outdoor for space and with Rose
Poster for materials.
These boards offer message exposure to slow -moving neigh-
borhood vehicular traffic and to foot traffic. They can
be very effective, especially in the HDLA (High Density
Latin American) neighborhoods.
"SUPPORTIVE
DOu"01.1-4EV TS
Media Department 11, Inc. F O L L Y `V V"
Media Usage (continued)
S. le would like to investigate the use of flyers in
appropriate neighborhoods. These can be distributed
at minimal or no cost. They can be printed by the
city from materials we would prepare.
6. Direct Mail should be investigated. However, odds are
that it might prove cost prohibitive.
A good example of this is the four -page newspaper produced, r
and distributed by the Community Relations sgction for -
recruitment to fill 20 positions two years ago.
jTfVE
D t l...; I;: E'ffS
FULLO 71
Media Department II. Inc.
4�i
OF
CREATIVE STRATEGY
The program must be visual. We believe unless further
investigation (per the Discussion section) proves otherwise
that the message should be a "people" message... person -
to -person ... one-on-one. In short testimonial. Whether
the testimonials should be in the form of "celebrity testimonial/
appeal" or "real people" need not be resolved at this time.
However our leaning is toward a "real people" approach.
TV is a must. The combination of sight, sound, motion,
color makes it the best teaching device and selling device
we have at our disposal.
We recommend producing one :30-second TV commercial which
will comprise three 10-second TV commercials. We have used
this technique effectively for over a year, with the Bill
Eisnor Realty campaign. This technique lets our client save
money on production (four commercials for the cost of one :30)
while maximizing TV exposure since :10's cost 1/2 as much as
:30's and can be used strategically to maintain ''awareness"
of the 30-second in-depth sales message.
Radio advertising will tie into the voices and sales message
"SUP°GRTIVE
DOu"U iEiJTS
l f Medla Department ll.Inc.
I .� L LU"
Cteative Strategy (continued)
of the TV (perhaps even direct use of the sound track). ThUA
the voice identification is interlocked with the other
intrusive broadcast message.
At the time the TV commercials are produced still photography =
of the same people will provide material for other print
media. This could be done with a city photographer under
our direction.
Featured in all visually oriented advertising would be one
or some of the following:
A black male, a female, a Latin (male or female) and a
male Anglo.
A question that needs to be resolved is, can we use just
three of these on the assumption that existing recruitment
procedures will yield sufficient male Anglo prospects?
I'sUPi00JRTIVL
QCC�
FOLLO W��
Media Department Il,Inc.
r
COMMUNITY INTEREST/PUBLIC RELATIONS OPPORTUNITIES
1. Radio talk shows should be a forum for recruitment
personnel. We can help here.
2. Black stations could work with non -ethnic stations to
encourage listenership to these shows.
3. Perhaps a human interest story or stories could be
arranged for TV use. Mark Londner on NCKT, Morey Alter
on WPLG, PM Magazine or Montage on WTVJ, the 10 o'clock
report on WCIX. A non -threatening focus could be the
Agility Test.
4. Specific recruitment "events" could be developed. These
would involve sign-up desks, information meetings, etc.
in the target neighborhoods. Flyers could help. With
enough pressure (however subtle) from the right places
these could perhaps become media events... provided we
were all confident that the event and the results would
be positive.
5. Ethnic radio station personalities should be gotten
involved both on the air and in the neighborhoods.
"''S U P PO R I l"'V' E
V V C U MV L N TS MedIA Department 11,1nc.
FOLLOW"
Or
Community Interest/public Relations Opportunities
6. Remote broadcasts may be a possibility. It should
certainly be looked into.
,
1
"SUPPORTIVE
ITS
F6LL(,Ytif»
Media Department Il, lnc.
r,> ,
i
ALLOCATION OF FUNDS
$ 15000 Production
40,000 Net TV
20,000 "Net Radio
5,000 Net Newspaper
5,000 Net Out -of-'
15,000 Agency Fee
$100,000
"SUPPORTIVE
D0CU'V'4 NTS
FOLLCV
Media Department d,Inc.
/I
AGENCY COMPENSATION
We would charge a flat fee of $15,000 full compensation
for our services. Of this $5,000 would be paid upon
completion of the basic production and $2000 per month
thereafter for the next five months. At that time we
would ask the Department and hopefully the Commission
through the Department to review our work and consider a
new contract to start with the new fiscal year.
It should be noted that all media and production costs
will be billed to the City net of advertising agency
commission. In other words, all discounts we earn as an
advertising agency will he passed along to the City.
It should also be noted that it is common practice to bill
1/2 of production costs at the start of production and 1/2
upon completion of production.
«SU rP` P,TIWE
��� �N DQG�fTS
Media Department u,irK.
_.,.,... F;;,.... -
MEDIA DEPARTMENT II
NEW CLIENTS
1980 CALENDAR YEAR
Bill Eisnor Real Estate -
Full Service
Triumph Motor Cars
- Lane Bryant ,.
- MGM
- Sergio Valente Jeans
- The Falls Shopping Center
- Sheraton Dal Harbour
-
- Seiko Watches
- Radisson Hotels
- Promenade at Bay Colony
- Universal Plaza
- Balogh Jewelers
FA
- South Bay Club
- Sony
e
- Catholic Church
- Causeway Lumber
=
- Hallmark Condominium
- Bell Isle Plaza
=
- Columbo Yogurt
- Baume & Mercier
"SUPPORTIVE
- Knight-Ridder Newspapers
DOC
,y_
ii ��!i 11JS
FOLLOW„
MedtA nw„t 11,1nc.
CREDENTIALS AND REFERENCES
a
MEDIA DEPARTMENT II, INC.
« U F-on
e-iV
L L �� R,
Media Depu uwmt 11.Inc.
MEDIA DEPARTMENT II, INC.
(Our Full Service Concept)
Media Department II, Inc. is a full service agency
without full service overhead. We tap the best
talent available on a task -by -task basis. Therefore
our clients pay for what they get and only for what
they get. We use the finest "minds" available for
"concept" work, the finest "hands" available for
"illustration". We use brilliant talent for concepts,
solid craftsmen for production.
In terms of Media Planning and Placement we use
in-house talent trained at the hands of Procter &
Gamble and -General Foods...tempered by six years
practical experience in South Florida.
Our principals are Ken Keoughan, media/marketing;
Burt Wall, creative direction; Adriana Hardy,
coordination.
We can place at your disposal the team that sold out
BRICKELL KEY overnight; the team that has made TUMIBERRY
ISLE an international event.
"SUPPORTIVE
D000! L_NTS
F0 L V Y Y„ Media Depwrtment 11.Inc.
Creative Direction is provided by Burt Wall. His credentials
include:
Beaumont Bennett, Inc. New York City
for:
-
National Biscuit Company
Allied Chemical Company
International Paper Company
William Esty, Advertising. New York City
for:
R.J. Reynolds Tobacco
Noxelle Corporation
Foot, Cone, Belding Espasas. San Juan, Puerto Rico
-=
for:
_-
Sears
Mazda Motors of America
Burt Wall/Creative Services. Miami, Florida
for:
Communication Arts Company
Barnett Banks (Spanish)
Dade Federal Savings (Spanish)
Turn berry Isle
Hialeah Racing
- Planet Ocean,
Brickell Key on Claughton Island
Mariner Resort Properties
Hart 's Dairies
Among the sources he can tap for creative assignments are:
T 1 VE
aU u Lf E'r U i S
FOLLOW17
Med1Affwwt 11.1nc.
_
-
_a
p
ART CONCEPT
Barrett & Gaby or Frank Schulwolff;
among their current credits are:
Country Walk Brickell Key
Turnberry Isle Brickell Park
Galleria Boca West
BROCHURE DESIGN
Barrett & Gaby or Frank Schulwolff:
= Brickell Key Turnberry Isle
Galleria
FOLLOW-UP COLLATERAL AND GRAPHICS
Steve Hall or Tom Muhl
Arvida or Barrett & Gaby
WRITERS
Breen & Porter or Arthur Low
Country Walk; National, Eastern and Pan
American Airlines; Intercontinental Hotels;
Palace Hotel; Plaza Venetia; Jewish Federation;
_-
American Express; Cordis Dow.
ILLUSTRATORS
a
Otis Sweat and/or Bill James
Ryder, Bertram, Country Walk_
ANIMATION
Frank Gladstone's Studio
FILM PRODUCTION
Film Works; Channel One; VTA
"SUPPORTIVE
DOCUMENTS
FOLLvW"
Media Department 11.Inc.
OW'
Media/Marketing, campaign planning, production and media
billing and coordination are handled in-house by Media
Department II staff. Their credits include:
Trail Dodge
Full
Service
2 years
Champagne Chrysler Plymriuth Full
Service
1� years
Bay Park Towers
Media
Plan/Place
Sold out
Gables Plaza
Media
Plan/Place
Sold out
WNWS
Media
Plan/Place
1 year
Bermuda High West
Media
Plan/Place
1 years*
Menorah Chapels
Media
Market Plan
1 years*
National Airlines
Media
Market Plan
Project
Wometco
Media
Placement
Project,
Dial Page
Media
Plan/Place
2 months*
S.L. Rhodes Dental Clinic Media
Market, Plan/R's'ch
Project
Sea Cabin I
Media
Market
1� years
Sea Cabin II
Media
Plan/Place
1/2 year
California Club
Placement
Project
Levitt Housing
Media
Market Plan Project
Project
WINZ & ZETA 4
Media
Plan/Place
3 months*
Cumberland Management
Media
Market Plan/Place
Project
Hamilton Cook Securities Media
Plan/Placement
Project
Lums Restaurant Corp.
Media
Market Plan/Place
1 year*
Turnberry Isle Yacht
Media
Market Plan/Place
1h years*
& Racquet Club
Turnberry Isle Country
Club Media
Market Plan/Place
6 months*
& Inn
Turnberry Isle Tennis
Clinic Media
Market Plan/Place
3 months*
Gold Coast tlaaazine)
Market
Research and
1� years*
Winston Network )
Sales
Promotion
Project
Office of Trade & Commerce
Full Service
1979-80*
Development, City of Miami
*On -going.
"SU�►"�''\Z"�i
�JE
� ►.�
D0C.Ui'`. .I TS
FOLLOVV" .
Media ,t11.1m.
Previous Experience
KEN KEOUGHAN
Procter & Gamble Ralston Purina
Beech Nut Alitalia
Seven Seas Salad Dressing Old Forester
Chiffon Margarine American Tobacco
A & P American Home Products
Johnson & Johnson Scott Paper
Arm & Hammer Emmiarant Savings
Spanish National Tourist Office 409 Cleaner
Carter Hall Pipe Tobacco Blue Nun
Ruffino Cinzano
Brioschi Grand Union
North American Van Lines New Yorker Magazine
L'Oreal of Paris Singer
ADRIANA HARDY
Levitz Furniture Casares, Grey y Asociados
Media Buyer (Buenos Aires)
Production Assistant Media Planner/Buyer
Gillette, Singer, Revlon
Media Department II
Associate: Buying/Planning/
Business Development
"SUPPORTIVE
Dace._S
fly
tip
FOLLUVV
Media Department 11jnc. E
i
E
r
WHY MEDIA DEPARTMENT
Because we are business peon
a creative process rather than creative people
involved with a business process.
our goal is to improve our clients' sales
position —not our creative talents' disposition.
6
F
"SUPPORTIVE
CGC; N TS
Media Department ii,inc.
r�
REFERENCES
Current references will be supplied upon request.
"SUPPORTIVE
DOC L -T-S
FOLLOW
MedLa Depanment 11. Inc. V.
g
ADDENDUM
The following information has resulted from interviews and
discussions taken during the preparation of the foregoing
proposal:
1. All materials will be designed to work in concert
with the annual report and any slide presentation ,
developed for the community relations group by
Graphic Sales Innovators.
2. It has come to our attention that the City of Houston
has conducted a successful police recruitment campaign.
This represents an excellent source for information.
3. In addition to the interviews recommended in the
discussion section, we would like to talk to Valle
and Axelberd to see what information they can provide
regarding motivation of our target prospects.
tic'�� .Oi-MVE
FOLLOW"
Media Deparuna,c ii,inc.
ADDENDUM
The following information has resulted from interviews and
discussions taken during the preparation of the foregoing
proposal:
1. All materials will be designed to work in concert
with the annual report and any slide presentation ,
developed for the community relations group by
Graphic Sales Innovators.
2. It has come to our attention that the City of Houston
has conducted a successful police recruitment campaign.
This represents an excellent source for information.
3. In addition to the interviews recommended in the
discussion section, we would like to talk to Valle
and Axelberd to see what information they can provide
regarding motivation of our target prospects.
tic'�� .Oi-MVE
FOLLOW"
Media Deparuna,c ii,inc.
PROPOSAL FOR PROFESSIONAL SERVICES IN POLICE RECRUITING'.
PRESENTED BY:
David Levin, General Sales Manager
WMBM Radio, phone 672-1100
Shel Podolsky, Director of Advertising
Georgetown/Ethan Allen Furniture Co.
phone 652-2585
DEC 11 1360
'?.�s 'dM .
- DEPr,Ri".i11T CF � 1'ln!1 &ESBIlQCES
"SUPPORTIVE
DOCU DAE__ rTs
� �
FOI_LOWY'
1•
Preface:
Profession selling of goods and/or services follows a proven procedure.
1. Feasibility study. It is agreed that the position of Police Officer is
marketable.
2. Presentation. The product/service must be presented to the target
market in such a manner as to stimulate the desired
response; obtain a stated objective.
3. Advertising. The last step. Effective communication to the target
market the product/service in the most effective
presentation.
This advertising assignment can not be successfully completed until
a presentation platform is created and approved. Police Department
personnel must be made available to assist in this research.
"SUPKRTIVE
D C �. `''.' N TS
FULL UAT
4
Paragraph A.
The $100,000 advertising budget should be allocated as follows .
MEDIA $75,000
PRODUCTION 9,000
CREATIVE FEE 12,000 '
RESERVE 4,000 �.
MEDIA BREAKDOWN ($75,000)
55% Radio
25% Newspaper
IQ% Bus Cards, with business reply card
10% Reserve
tt
DOCL`i',: C.����
�5
FOLLOW
9
Paragraph B.
Once the real target market is pin -pointed an actual media plan will
be prepalred.
Radio - Narrow, pin -point marketing tool. BUDGET ... $41,250
Newspaper - Broad marketing tool and BUDGET..$18,750
pin -point marketing tool
(General and ethnic papers)
Bus Cards with Business Reply Cards . BUDGET $7,500
pin -point marketing tool
Balance budgeted for production of 4-page brochure. ($7,500)
NOTE .
Dates of Promotion.... March 3, 1981 through April 2,1981
All media will be placed during this period.
OR, media placement can begin 5 weeks after consultants
receive written contract.
TARGET MARKET. Primary 18-24 years
Secondary 25-35
I.TIVE
NIL TUTS
FOLLOW"
a.
Paragraph C.
The advertising "Package" will consist of the following:
NEWSPAPER ADVERTISEMENTS:
Note: All ads will be prepared in English and Spanish .
4 Advertisements in 4 sizes. Ad sizes for each ad will be determined
after the presentation platform is approved.
RADIO COMMERCIALS
Note',: All radio commercials will be prepared in English and Spanish.
4 Commercials, each in 60 second and 30 second cuts.
BUS ADVERTISING
Note : Bus card and business reply card will be prepared in English and Spanish.
4-PAGE BROCHURE, 2 colors
Note: Brochure will be prepared in English and Spanish
"SUPPORTIVE
Doc U PIA, E-'�TS
FOLLOW"
Paragraph C,continued.
Traffic Schedule:
NOTE:
Author Alterations
are correction by client.
NEWSPAPER
Rough copy/layout
2 weeks
Author Alterations
I week
Camera-ready
2 weeks
5 weeks
'
RADIO
Rough script
2 weeks
Author Alterations
I week
Production
I week
4 weeks
4-PAGE BROCHURE
Rough copy/layout
3 weeks
Author Alterations
I week
Camer-ready
3 weeks
7 weeks
_ BUS CARD BUSINESS REPLY CARD
t c% P P0 R7 IV
Rough copy/layout
I week
-
��� ; fhfr �� �.`(�C
j i.'..._.
Author Alterations
I week
l ..� V J
� � ��W» =
FOLLOW
Camera-ready
I week
_
3 weeks
SUMMARY: Media advertising materials ---ready
in 5 weeks.
4-page brochure, camera -ready ---ready in7 weeks.
1
Paragraph C, continued
Method of payment:
500/o of the creative fee, $6,000, payable at signing of contract.
50% of the creative fee, S6,000
and 100% of the production costs, $9,000, payable -when first materials approved
for production.
"SUPPORTIVE
DOCU;' EN i+5
FOELC)VV
David M. Levin
7450 SW 79th Ct.
y Miami, Florida 33143 (305) 274-3145 Business (305) 672-1100
1971-present. Community Service Broadcasters, Inc.
WWWL - WMBM*
1971.73 - Account Executive, WWWL ,
1974.76 - Account Executive, WMBM
1977-present - Local Sales Manager, WMBM
*WMBM is Miami's oldest Black programmed radio station.
Personal Data: B.A. , University of Florida, 1971, Communications/Marketing
Married
Excellent health, 511", 175 lbs.
"- f. '-)(-) r,T E
ut
cc
FOLLOW"
0
�+r CURRENTLY D1111 CTOR OF ADVEr'rISING'
Georgetown/Ethan Allen Furniture Co,apany, N.Miami Beach, FI.
Sheldon Podolsky Office Phone 652-2585
7825 Crespi Blvd.,
Miami Beach, FL. 33141 (305)861-8610
ADVERTISING/SALES PROMOTION DIRECTOR
Up through creative retail copywriting (Macy's, New York) to
assume creative and administrative functions and responsibil-
ities for major national companies.
1973-p=xxxxtx 1978
DIRECTOR, ADVEPTISING/SALES PROMOTION
Scotti Muffler Centers, Inc.
7880 Biscayne Blvd., Miami, FL. (305)754-2555
_ Scotti's first advertising manager. Scotti is now second to
Midas. Scotti has over 600 franchised dealers coast -to -coast.
Created entire program from scratch. Total local market dealer
advertising/sales promotion program; tv, radio, newspaper ads,
direct mail (retail/wholesale) plus total point-6f-sale display
program. Responsible for establishing yearly Sales Plan. Work
with Product Department in merchandising product to Sales Plan.
All fast auto after -market repairs; exhaust, shock absorbers,
brakes, batteries, front end parts. Use local art services for
creating all local market material (saves both creative fees and
high "New York" art prices). Scali, McCabe, Sloves, N.Y.C. is
Scotti's advertising agency. They created television commercials,
radio commercials and some print ads. My responsibilities also
include heavy direct mail/trade advertising for lead procurement
for franchise sales. Meet all potential dealers in a face-to-
face presentation environment. Daily phone contact with dealers.
1968-1972
Self-employed, New York City. Handled 3 advertising accounts.
1. Premco Tire Company (premium tire changeover program),
2. Brooks Advertising Company (wrote mail order ads for consumer
products. 3. Mass Mailings (lettershop operation).
1966-1968 ��J Uf � l ; \/ 1-
MANAGER, ADVERTISING/SALES PROMOTION DOC U I' i E i `V E S
Uniroyal Merchandising Company FOLLO" Y Y is
3333 Fannin, Houston, Texas (relocated to Texas from N.Y.C.)
Asked by Uniroyal Tire Company management to return in this
executive capacity. Assigned both creative and administrative
responsibilities for total program for company -owned Uniroyal
Home and Auto Centers. Established the J.C. Penney Sales Plan-
ning concept against which to merchandise and create advertising
(see other side)
programs. Products included tires, batteries, accessories,
service, television/radio, major appliances, traffic appliances,
sporting goods, auto chemicals. Handled entire program through
art studios working from my creative direction. Saved Uniroyal
$12,000 per month advertising agency creative fees. Added
responsibility... creative function for the Uniroyal franchised
dealer advertising co-operative program.
1962-1965
DIVISIONAL SALES PROMOTION MANAGER
J. C. Penney Company
1301 Avenue of the Americas
New York, N.Y.
Responsible for sales promotion progr"im for tires, batteries,
service, tv/radio, major appliances, traffic appliances, home
furnishings, sporting goods, paint/hardware. Learned the Penney
Sales Planning concept. Wrote sales plans for above lines.
Worked closely with Penney buyers and merchandise managers.
Sales Plans communicate merchandising/advertising plans to the
Penney stores 120 days in advance of the actual sales period.
This sales planning experience plus my creative advertising
experience qualified me to return to Uniroyal Tire Company in
an executive capacity.
1957-1962
COPYWRITER/MERCHANDISER
Uniroyal Tire Company
1230 Ave. of Americas
New York, N.Y.
Contributed to the total local market advertising program
sent to Uniroyal franchised tire dealers. Newspaper ads,
radio commercials, point -of -sale display programs. Also
merchandised "deals" to compete with Goodyear, Firestone, etc.
Worked with outside art studios giving the studios copy and
"copywriter roughs." Lineage used by Uniroyal dealers increased
from 3,000,000 lines a year to 9,000,000 lines a year.
PERSONAL DATA:
B.A., New York University, Business
Married, 2 children; 13 and 11.
Honorable discharge, U.S. Air Force.
Excellent health, 519", 169 lbs.
Woodcut artist.
r
Administration.
(is U� �RTiVE
DOCK IVI ANTS
FOLLOW,
A PROPOSAL FOR THE
CITY OF MIAMI POLICE RECRUITMENT CAMPAIGN
"SUPPORTIVE
D 0 0,.J
Fk,.) L _�lw"
December 11, 1980
E�
DEC ] 1 1980
OEPARNEh1 Of WMAN RESOURCES
k
CITY OF MIAMI POLICE RECRUITMENT CAMPAIGN
GOAL: To assist in the recruitment of minority police .F
officers for the City of Miami through an intensive
advertising campaign.
j -
METHOD: By providing professional assistance in the design
.
and preparation of advertising materials as well as
advice on the types and placement of advertising to
be used for the City of Miami's police recruitment
campaign.
WORK SCHEDULE
Maria Elena Torano Associates, Inc. (META) will provide the
following services to the City of Hiami and will adhere to the
following work timetable upon signing the contract:
DAY
0 - 15 Submit recommendations for the most effective
media in which to place recruitment advertisini
in order to achieve the goal of hiring 800
t�S�1P'-�0��'1�/E minorities and women for the position of police
�` �' officers. Recommendations would be accompanied
by demographic data, cost of advertising,
suggested placement schedules and procedures.
Submit rough draft of art themes to be used.in
the print media for approval and/or revisions.
Submit drafts of copy to be used in broadcast
media as well as concepts for television spots
for approval and/or revisions.
1b - 30 Submit, where necessary, revised art and copy
for approval.
Prepare final art for all print placement.
Prepare tapes for radio placement and television
"SUPPORTIVE voiceovers.
DOCUMENTS
FOLLOWI? Prepare video for television spots.
Prepare sufficient copies for all placement.
MEDIA SUGGESTED: Print Billboards
Radio Flyers/Brochures .
Television Bus posters
All materials would be prepared in both English and Spanish.
r-
s
13UDGET
Production of print ads for the Miami Times
and E1 Herald
$800.00_
Placement in the Miami Times and E1 Herald
:20,000.00
Production of radio spots for: WEDR, WMBM,
Y-100, WIOD, WCMQ, and Super-Q
700.00
Placement of radio spots
40,000.00
Production of art for billboards, bus cards
and flyers/brochures
1,500.00
Placement of billboards, bus posters and
flyers/brochures
10,000.00
Production of television spots.:
2,000.00
Placement of television spots
10,000.00
TOTAL
$85,000.00
FEES: For services described in this proposal are $15,000.00.
METHOD OF PAYMENT: 25% upon signing of contract
250 15 days after signing of contract
Balance 30 days after signing of contract
_ ."SUpPO-)TiVE
DOCoL`..�:i
FOLLOVrV"
y�
a
MMI S STATEMENT OF CAPABILITY
META considers communication central to the attainment of
effective media, government and community relations. Ile
are prepared to work with the City of btiami Police Depart-
ment in the creation of an advertising campaign that will
effectively communicate the need for recruitment of police
officers from the minority groups in our community. This
recruitment of qualified, dedicated law enforcement potential
will be a direct result of META's in-house talent and exper-
ience in the areas of recruitment which includes:
successful recruitment of'Hispanic
customer service and in-flight personnel
for Eastern Airlines in a market that was
opposed to young women serving in this
;4SUt PORTV `/E capacity.
r' 1 '.1 � '�j-'- successful recruitment campaign of Spanish-
�CUrillw_S 5
FOL LOIVVY7 speaking mental health professionals for the
University of Miami's Spanish Family Guidance '
Center's Cuban Adolescents Management Program
(CAh1P) in Cuban refugee camps following the
Mariel boatlift.
' successful recruitment of inner city
girls into a school -to -work transition
program coordinated by the U.S. Department.
of Labor's Women's Bureau.
w
Successful recruitment of minority per-
sonnel for various positions at Jackson
Memorial Flospital/University of Miami
School of Medicine, including management
as well as specialized professional and
para-professional with heavy emphasis on
nursing staff due to the extreme shortage
of bilingual nurses in such a critical
area.
IN CLOSING
META feels that it is particularly well -qualified to create
a successful recruitment campaign for the City of Miami Police
Department, given its experience with other minority recruit-
ment projects, its creative and administrative team and its ,
ability to effectively interpret minority communications.
FS
FOLLoVv"
EASTERN AIR LINES INCORPORATED I INTERNATIONAL AIRPORT f MIAMI, FLORIDA 33148 J .305-873-6373
VICE PRESIDENT
FLORIDA AND BAHAMAS
December 9, 1980
Mr. Robert Krause
Director of Human ResBurces
City of Miami
Florida
Dear Mr. Krause:
Maria Elena Torano, whose firm I under-
stand is bidding on a recruitment assignment
for the City of Miami, worked for me for a
number of years at Eastern Airlines.
During part of this period in the mid-
1970's, she successfully accomplished a similar
task of recruiting Spanish-speaking flight
attendants. This was a difficult assignment
because in those days the Latin young ladies
were not at all interested in flying or the
airline business.
Ms. Torano's efforts were quite success-
ful. This direct experience, as well as her
general executive talents, eminently qualify
her for a recruitment or a broad range of
public relations tasks.
Sincerely,
52/
Bill regg
DO `
FU �_, ,`�4l„
f'
UNIVERSITY OF MIAMI
CORAL GABLES, FLORIDA 33134
CUBAN ADOLESCENTS MANAGEMENT PROGRAM (CAMP)
SPANISH FAMILY GUIDANCE CENTER
DEPARTMENT OF PSYCHIATRY
SCHOOL OF MEDICINE
December 9, 1980
MAILING ADDRESS
747 PONCE de LF.ON BLVD
SUITE 303
CORAL GABLES, FLORIDA 33134
PHONE: (305) 547.6074
Robert Krause
Director of Human Resources ,
City of Miami
P.O. Box 330708.
Miami, Florida 33133
Dear Sir:
It is a pleasure for me to recommend Maria Elena Torano
Associates (META) for the advertising and minority recruitment
campaign for the Police Department of the City of Miami.
META developed for us a very successful nation-wide ad-
vertising and recruitment campaign for our Cuban Adolescent
Management Program. This Program, funded by the Office of
Refugee Resettlement, was instituted in July of this year
to provide mental health services to Cuban unaccompanied minors
in the refugee camps. The objective of the campaign was to
recruit some 75 Spanish-speaking mental health service providers
across the nation to be relocated to the camps. This campaign
concluded successfully not only in the achievement of the campaign
goal, but also in that personnel requirements were met within a
very short span of time.
Sincerely,
Jose Szap'ocznik, Ph.D.
Director
Spanish Family Guidance Center
JS/cjt "St J
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L) k 1 .A ��,',ri t- ! J
FOLLOW
A private, independent, international university
An equal opportunity/affirmTtive action employer
JACKSON MEW
1611 N Vb 12'TH AVEr,UE
Mr. Robert Krause
Director
Department of Human Resources
City of Miami
P.O. Box 330708
Miami, Florida 33133
Dear Mr. Krause:
In 1977 Maria Elena Torano worked for the public Health Trust as Director
of Latin Affairs. During the eight month period of her tenure, she was
involved in a very intense recruitment effort to attract Hispanics and
other minorities to our Medical Center. ,
Ms. Torano concentrated her efforts in identifying minorities for potential
administrative vacancies, recruiting Hispanics in nursing where a critical
shortage existed, and disseminating information about the Medical Center in
the Hispanic community.
I can personally assure you that her contributions to our Medical Center
are still visible and I am certain that she can bring similar positive
effects in the City of Miami.
CL-0�.
Fred J. Cowell
President
Public Health Trust
"SUPPORTIVE
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FOLLOW„
AN E'�'�.. E'.TLOYER
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4
AMENDMENTS (continued)
(.� OFFICERS
Shall include the Chairman, Vice -Chairman, Secretaryt
Treasurer and Executive Director.
A. Qualifications
1. Only elected members shall be officers.
2. All officers shall be elected by full Board.
B. Term of Office
1. Group 1 Members shall be appointed annually
by the appropriate community based organizations
and/or City of Miami and Dade County.
2. Group 2 Specialty Elected Members shall be
elected for a term of two years.
3. Group 3 Community Members shall be elected
for a term of 4 years and must be property
ow-ners or businessmen in the Overto�%,n area.
Elections shall be held every two years.
(12) The authority may exercise the power of eminent domain,
provided that no real property belonging to the city,
the county, the state or any political sub-ivision thereof
may be acquired .:-Ithout its consent.
U 9-
F j ) k� L- OW "
R ivel'gllh' I
PROPOSAL FOR
PROFESSIONAL SERVICES
IN POLICE RECRUITMENT
FOR THE
CITY OF MIA.MI
Submitted by
CM&B Advertising, Inc
D b 11 1980
0
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"SUPPORTIVE lb
DOcUlv,ENTS
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DEC 11
AEPARIM[hI Df 41.4,,l MUM$
Chi&B Advertising, Inc.
1 E X
f
1,
Index
2.
Response '
3.
Purpose
t
4.
Criteria
5.
Analysis
6.
Message '
7.
Media
8.
Radio
9.
Newspapers
_=
10.
Billboards
11.
Bus Posters
12.
CM&B Services
13.
Cost Summary
14.
Close
"
SUl, 1'1VE
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1=0LL0'W"
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or
CM&B .Atkcrtkinq. Inc. OF
R E' S E 0 N S E
Pg 2
This proposal is tendered to the City of Miami
in response to its request for professional services
and advice from qualified Recruitment Advertising
Agencies for its Police Recruitment Campaign.
We at CM&B Advertising, a Recruitment Agency based
in Miami, feel that we are uniquely qualified to offer
this proposal, and to creatively and effectively im-
plement the program presented in these pages.
To demonstrate our strengths and our commitments in
Recruitment Advertising, we offer the accompanying binder
which explains our Philosophy, our People, our Services
and many other facets of our organization.
"SUPPOF')TIVc
G
DOC; < < 5
FvLLCjzv"V'f,
0
0 CSI& i A(kcrtising, (n(. f
PtjR_ P0SE
Pg 5
The objective of the City of. Miami Police Re-
cruitment Campaign is to provide a pool of at least
1,500 applicants for the position of Police Officer.
Historical data from the City of Miami indicates
that there is an approximate 5-to=1 attrition ratio
between the application and the final appointment as
Police Officer five applicants must be inter-
viewed and evaluated to qualify each ultimate selection.
Thus, 1,500 applicants will provide the City of
Miami with approximately 275 - 300 Police Officers.
The goal of 1,500 applicants, coupled to a low
cost -per -hire rate, is the aim of this proposal to
the City of Miami by CM&B.
"SUPPORTIVE
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Vkcrtislllg. lilt.
C
CRITERIA p94
The criteria given us by the City of Miami and
paraphrased here, has guided our creative approach
and our proposed implementation program:,
A. There is a limit of $100,000 for all adver-
tising costs and for all professional services
in Police Recruiting.
B. The City Commission has established by Ordin-
ance a goal of hiring 80 percent minorities and
women for the position of Police Officer.
C. The City Commission has directed that the last
a
group of recruits for Police Officer must be hired
by May 1981 in order to complete 20 weeks of train-
ing by September 1981. Since it takes three weeks
to test recruits and have their answer sheets scored,
and it takes six more �%,eeks to conduct background
investigations and other processing of recruits who
pass the written test . . . our conclusion is that
Be
the immediate program must be heaviest in January and
==
February in order to have the recruits available by
the first of March._
D. The City of Miami will place all ads and print
all such materials as flyers, posters and brochures.
Its
UPPORTI`✓E
DOCWvgEN i S
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—1
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0 ( .\I&-B d%et-65irr'g, Inc. 0
A N AL Y S 2 S dig 5
The City of Miami Police Recruitment Campaign
target -market, by virtue of its criteria, is: Latin
females and males; Black females and men, and white
females. This is our primary market which must be
reached and motivated.
The geographical area, by virtue of the nature of
the employment offered, centers in Dade and Broward
counties, with surrounding counties as a secondary
consideration, not to be overlooked.
U
The time factor, due to the early March deadline, is ,
Cof prime concern. With only January and February as our
months for communication and motivation, we must con-
centrate our heaviest, most intense messages into the mass
media: radio, newspapers, billboards, bus cards.
The following months can see the same type of program,
with less intensity and exposures, throughout the same
areas and even throughout the State. . . which will provide
a continuing pool of applicants for future vacancies and
possible new positions.
Note: The termsLatin and Spanish-speaking in this proposal
are intended to describe the same market.. those
persons in the south Florida area who are from Cuba
or from other Latin American countries which speak
Spanish.!
V E
Fes/ LLOVV
or CNMB .lslcertising, Inc. 01'
M E-S-S A G E
P9 6
Effective recruitment advertising requires a most
thorough understanding of all facets of a client's needs
and manpower requirements. This understanding must then
be translated into a motivational message that must be
communicated to its ultimate market.
The message must be SEEN, which means dynamic and
arresting presentation of the idea. It must be READ and
BELIEVED, which requires meaningful content in both words
and pictures. And it must get ACTION, immediate action,
10 while also planting seeds for future harvest.
Our message must be simple. Dramatic. Easily
grasped and easily related to . . . and easy to respond to.
Our message must be as strong in Spanish as it is in
English. It must motivate Blacks as well as Latins. It
must move women as well as men.
"SUPPORTIVE
c r ��
DOCU S
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M
(:NI&B A&C-rtising. Inc.
0
M I D I A %
Of
Mass media must be used to reach our market. Radio,
newspapers, billboards and bus posters are the recommended
media. Other promotional outlets can and should be used
in conjunction with the primary program. But in the first
_ two months we must get to our market. . . and hit it as
heavily as we can.
Our objective is to bring in 1,500 applicants. And
that can be done best in the media recommended.
_ Future months can see a broadening of the media
spectrum. Perhaps even into the rest of the State. But
Cfro now, we recommend the following program of media.
tcCLip, r,r�i„� 6 Il�G
FOLLOW
.---
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These four radio stations have been selected because
they most effectively reach the several audiences we must
motivate. Each station has community -awareness and shows
them the leader among competing stations in their audience.
Our approach, for reasons of simplicity, dramatics,
continuity and motivation will follow the message of our
print advertisements.
0
Radio Costs
,
(All
stations will receive 30 and 60
sec ads.)
WCMQ
(AM/Fiji) Spanish-speaking.
r 6x
daily (3x ea ad) Jan 11-17
$ 2,588.50
4x
daily (2x ea ad) Jan 18-Feb 28)
5,260.50
— WMBM
(AM) Black
— 6x
daily Ox ea ad) Jan 11-17
1,008.00
4x
daily (2x ea ad) Jan 18-Feb 28)
3,969.00
WEDR
(Fri) Black
— 6x
daily (3 ea ad) Jan 11- 17
1,228.50
4x
daily (2x ea ad) Jan 18-Feb 28)
3,685.50
W 41,
(FM) (LOVE 94) Mixed Audience
4x
daily (2 ea ad) Jan 11-17
836.00
2x
daily (30 sec ad) Jan 18-Feb 28)
4,158.00
22,734.00
CM&B production charges 1,080.00
Translation into Spanish 300.00
24,114.00
C*Note: These space charges have been arbitrarily chosen
" as 50 prime time and 50% non -prime time, at
S�' u!-; TI VE present quoted rates.
DOCU iv EDITS
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I
N E W S P A P E R S
Pg 9
U
Complete saturation -coverage of our target market
can be accomplished with the three newspaper buys we
recommend below. The Herald -News combination gives
complete coverage of Dade, Broward and many other of
the counties we wish to cover. The Miami
Times, a
Black weekly, covers the Black community.
Diario Las
Americas is the primary Spanish -language newspaper in
our market.
NEWSPAPER COSTS
- MIAMI HERALD / NE14S (Daily)
3 col x 10" ad. One weekday and
$ 16,446.00
Sunday each week. 5 weeks.-
C2 col x 5" ad. Two weekdays each
8,771.20
week. 3 weeks.
MIAMI TIMES (Weekly)
3 col x 10" ad. Once per week.
1,776.00
- 8 weeks.
DIARIO LAS LNII.RICAS (Daily except Mon)
3 col x 10" ad. One weekday and
2,940.00_
S>>.nday each week. 5 weeks,
- 2 col x 5" ad. Two weekdays each
1,568.00
week. 8 weeks.
CM&B production charges
3,090.00
=
Translation into Spanish
350.00
g
$ 34,941.20
D L ) TS
-
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=_
$
r
B I L L B O A R D S
pg 10
Dominant, localized billboards, placed at strategic
locations are a major media recommendation. A strong,
simple, dramatic message is ideal for presentation in
this manner. And, being completely local, may be
purchased in those heavily Latin and Black neighborhoods -
that are our primary targets,
A total of 10 billboards, appZaring for the months
of January and February, in Spanish and English, will
cover our market area.
January: Six locations
3 Spanish
3 English
February:Four locations
2 Spanish
2 English
F
Billboard Costs
10 locations @ $250 (Ackerly)
Production and printing by Ackerly
10 posters + overrun, in Spanish
and in English
CM&B production charges
$ 2,500.00
3,910.00
615.00
Translation into Spanish _ 150.00
$ 7,175.00
a
"SU PPOI MVE
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C:NI&B Ad%urti,ing, Inc.
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Pg 11
U
Interior bus cards are a continuing reminder to
the rider/viewer. In this metropolis, where busses are
a vital means of transportation, the audience we are
striving to influence and motivate become a captive
audience during their ride.
In this instance, because Latins and Blacks are in
many areas of the city and county; our recommendation is
to print posters in both Spanish and English on the same
board so that the message is visible no matter on which
section of the bus schedule a poster might appear. Too,
the shape of the poster allows for this type of message
arrangement.
The entire fleet of busses (500) should be used, for
both months of January and February.
Bus Poster Costs
500 busses, $4.00 per month, per bus, $ 4,000.00
for two months (January and February)
Production and printing by printer, 1,380.00
full -color, llx42", 5 ply board
CM&B production charges 1,450.00
Translation into Spanish 300.00
$ 7,130.00
!VE
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FOL► OW71
` CM&B Advenising, [nc. 001,
CM&B S E R V I C E S Pg 12
For purposes of this proposal, CM&B Advertising,
Inc., will provide the following:•
A. CM&B will provide to the City of Miami, from
creative through production, all ads for radio
spots, newspapers, billboards and bus posters at
the costs put forth in this proposal, plus a fee
of 10% on all commissionable space and time buys.
This fee to recompense for services described
below in B and C.
B. CM&B will be responsible for the research and
planning to formulate this total media advertising
plan, within the client -approved budget. This
plan to include media run -dates and media costs.
C. C�1&B will assign an Account Executive and an
Account Coordinator as key contacts to the City
of Miami as liaison for all communications, meet-
ings, background briefings, etc.
Billings from C,,I&B to the City of Miami will be bi-
monthly (mid -month and end -month).
"SUPPORTIVE
D O C U P,'. r Ir- S
FOLLOW
E]
(:M&B Ad%urtisitlg, Inc.
C
CO ST SUMMARY pg 13
This summary of costs and services covers mainly the
months of January and February in detail . . . because of
the immediacy of the program.
The balance of approximately $19,500.00 (from the
$100,000 budet indicated in the criteria) will be planned
and spent, at the dictates of the City of Miami', as in-
dicated in our proposal. . . ie, to continue the basic
program and strategies, but on a more limited scale in
terms of run -dates . . . and, perhaps, on a more extended
geographical area.
C SUMMARY
RADIO (page 8)
NEWSPAPERS (page 9)
BILLBOARDS (page 10)
BUS POSTERS (page 11)
CM&B 10% fee
`Radio space $ 22,734.00
Newspapers 31,501.20
Billboards 2,500.00
Bus Posters 4,000.00
$ 60,735.2U
10% fee = $ 6,073.52
$ 24,114.00
34,941.20
7,175.00
7,130.00
6,073.52
$ 80,433.72
"rN 3Up,ORTIVE
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CNN&I; Adt."l- icing, Inc.
I`
Cr
THANK YO U
CM&B thanks the City of Miami for the opportunity
to submit this proposal for participation in its
Police Recruitment Campaign.
P9 14
We feel very confident that in using the skills of
the professional personnel in our agency, and those of
our parent company (Campbell-Mithun), that we have the
expertise to effectively design and carry out a results -
oriented campaign to reach the target market and to
reach the objective set forth by your. people.
If the decision is made to use more than one agency
or consultant, we will be happy to work jointly in the
campaign. We do feel strongly that one agency should be
the prime agency, however, and have control over the
total media plan and advertising thrust of the project.
If we can supply you with any additional information
in regard to this proposal, please advise. We will be
happy to comply.
"SUPPORTIVE
DU r D0 DNJ
ULl
Si c rely,
P
Owen K. Jolly
Director of Accounts
:`r
GRAPHIC PRO, JCTIONS/
DESIGN, INC.
6792 S.W. 62nd Avenue
rk Niiami, Florida 33143
-6979 (305)665
ZZ
PROPOSAL TO:
CITY OF MIAMI
HUMAN RESOURCES DEPARTMENT
POLICE RECRUITMENT CAMPAIGN
7
OEPAXIM014 QMAN V-FS9U.JrES
PROPOSAL TO:
=
THE CITY OF MIAMI
DEPARTMENT OF HUMAN RESOURCES
Advertising Campaign
for
Police Recruitment
This is a formal proposal to perform advertising
promotional services, in accordance with the guide-
lines set down by the Citv of Miami -Department
of Human Resources and the Police Department.
All contents of this proposal and its manifestations
Cwill
be based on research and demographics, and
implemented by the gu.i.delines set forth by finding
and the requirements of the principals.
Prepared by:
GRAPHIC PRODUCTIONS/DESIGN, INC.
Id. Winston Hale
President
Mel Holland
Creative Director
"SUP `OPTIV
G �� :� t: L_ N TS
FOLLOW
O r.
(2)
r We are pleased to submit this proposal in response to your
l request for performing Advertising and Promotional Consultancy
Services for the City of Miami -Human Resources Department.
The objectives of this particular campaign is to.....
(1)
Provide a pool of at least 1.500 applicants
from which 270 appointments for the position
QCA
of Police Of ficer can be made by 'March, 1981,
for entry into the police .Academy.
(2)
That the context and quality of this campaign
will provide the Police Department with enough
O
applicants possessing superior qualifications.
jTj�
necessary for police work in a major city.
---�
(3)
Assure that Blacks, Latins and I%Iomen will make
up at least eighty (807!) of the total applicant
U) M
pool in order to assure compliance with the goal
of (80;;) Minority as established by Cite Ordinance.
GRAPHIC PRODUCTIO`;/DFSIGN, INC. is a professional advertising
firm. GPD is a minority_ owned/operated corporation, registered
in the State of Florida, November, 1979.
For the short time that GPD has been in business, we have made
a positive impression on the business community of Miami through
contemporary concept designing, high quality workmanship and
competitive prices.
THEREFORE.....
GPD propses to act as the City of Miami's advertising and
promotional consultants for your Police Recruitment Campaign.
Ide have done demographic studies and are in touch with the
multi -media industry that serves the city of Miami, Dade and
froward count its as well as tle surrounding, areas. Also, from
previous meetins;s we have developed a line of communication en-
abling GI'D to clearly identify your needs and objectives. Our
creative and technical capahilities are well suited to assist
your or,;anization in achicvin;, the results it desires.
GPD understands that the recrtuitr,;0nt campaign will be targeted
to both the black and Latin markets. No problem. GPD has
identified an experienced Latin firm to undertake the Spanish
segments. This Latin firm is META (?Iaria Elana Torano Associates).
META is well -experienced and highly skilled in public relation
activities in the Latin market.
THEREFORE.....
GPD proposes to create an ethnic image, directed to the targeted
population. The "Image" concept will present police officers as
09
(3)
(1) Human beings and family people
C(2) Career people
(3) And down home folks committed to the stability
of our city -regardless of ethnic extraction,
sex, religion or national origin
The way that GPI) conceives this presentation is to appeal to
the basic human emotions and the ability to "care" and act
upon this emotion while respecting the rights of others.
This "T11E CONCEPT -"CARE" becomes our campaign image.
Studies of the public-at-lar^e concerning police officers
make it quite clear that image negativity is the major ob-
stacle in recruitment efforts as is well-known in every
segment of this community. People need to know that police
officers "Care" in order to break the barrier.
With the newly created image established GPD will design the
framework that will embody certain ethnic minorities such as:
(1) Mode of dress '
(2) Identifiable surroundings
(3) Real people
(4) Language
(S) And other type of ethnic distinctions
Once this stage is set, GPD will create and produce, advertising
C concepts such as copy, layouts, tables and related materials,
graphs and charts, art design, illustration, photography, paste-
up, brochures, handouts, billboards, storefront posters, bus
backs, bus benches, etc. GPD will also write and produce radio/
television scripts and provide assistance in media placement for
optimum results.
Turning our attention to the budget breakdown, your approximate
costs show the following:
Please turn to page 4.
"SUPPORTIVE
DCCU N1 ENTS
FOLLOW"
0
Ook
(4)
Professional Production Costs
$
6,500.00
Billboards
15,000.00
Newspaper
37,000.00
Posters
1,380.00
Flyers (Brochures)
2,200.00
Radio Advertising Spots
30,000.00
Miscellaneous Expenses
2,000.00
Addition to Budget
5,000.00
Total
$
100,000.00
Cost Breakdown -According
to Your Analysis
Professional Production Costs
$
6,500.00
Billboards 3x5300/yr.
15,900.00
Newspaper Advertising
Miami Times S270.x26
_
$ 8,190.00
Miami Herald $270.x52
14,040.00
$1,500.x6
9,000.00
Diario Las Americas
,
— $315.x6
1,890.00
= 75x52
3,900.00
—
37,000.00
Posters 23 x 29 (5000)
1.380.00
Flyers 9 x 12 (20,000)
2,200.00
Radio Spots
30 000.00
- Miscellaneous Expenses
2,000.00
Addition to Budget
C
5,000.00
Total
$
100,000.00
«S U E
DOCU'v: l.�JTs
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A 0
(5)
Breakdown and Analysis of targeted Black Market compared to Latin
Source: Profile of The Black Population
Office of the County Manager
Spring, 1979
Areas of High Concentration of Blacks
Liberty City_
Carol City
Opa-Locka
Model Cities
Edison Little River
Overtown (Culmer/Central)
Coconut Grove
South Miami
Perrine
Richmond
Goulds '
Homestead
Seminola
Washington Park
Areas of High Concentration of Hispanics
Little Havana (S.1%. 8th Street to Flagler)
Westchester (Coral Way & 87th)
Bird Road (from Red Road to 127th Avenue)
Homestead
Sweetwater (70: Hispanic)
Coral Gables
Perrine
South `tiami
Hialeah
"SUPPORTIVE
G UMMTS
��.owly
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0 I
(6)
Profile of Newsmedias
Diario Las Americas
Circulation: 58,000 and over
Publication: Tuesday thru Sunday
Distribution: Dade, Broward, Monroe, Orange Counties
also distributed out-of-state, i.e. Chicago
and other American cities where there is a
heavy concentration of Hispanic people
GPD recommends using this media for Hispanic penetration.
Twice weekly, Tuesday and Thursday, for an eight -week period
starting in late December or early January.
Miami Courier (Black Oriented)
Circulation: 15,000 weekly
Coverage: Homestead, Florida City thru Carol City
Age Bracket: 21-35, Black professionals with at least a
high school diploma
GPD recommends a half -page display ad on a weekly basis
for an eight -week period beginning late December or early
January.
Miami Times (Black Oriented)
Circulation: 25,000 weekly
Coverage: Broward County Line to Florida City
Age Bracket: 25 and up, Higher Educational Attainment Professionals
GPD recommends a half -page display ad on alternate weeks
due to the adze bracket. However, the higher educational
attainment of its readers can draw a group of people with
greater intellect.
Libertv Cite 'yews
Circulation: 10,000 Newspaper, 70,000 Shopper Guide weekly
Age Bracket: 18 and over. The Shoppers Guide draws house-
wives and homemakers
GPD recommends a quarter -page display ad in this paper plus
an inset in the Shoppers Guide directed to the female (Black).
,0'. r
(7)
CCommunity Newspapers
Circulation: 87,000
Coverage: Homestead to Carol City, North Miami and if
Miami Beach, Coral Gables, Kendall, South
- Miami, Perrine and all other areas of Dade
County
_ Publication: Three times weekly
Age Bracket: 18 to 34
Education: High School and over
GPD recommeds to go with Community News twice weekly,
Monday and Thursday, for a period of eight weeks
Miami Herald
Being the leading newspaper in the county has its advantages
and disadvantages. On the plus side, it is the most widely
read paper in Dade County. On the minus side, Miami Herald
attracts a lesser portion of Blacks in particular. In addi-
tion, the cost factor in reaching Blacks and Hispanics in
the other publications recommended gives us greater flexability
at a lower C11M (cost per thousand) in readership. We could
persue a sporadic insertion of our recruitment ads in the
Miami herald at a later date after we have had a chance to
Cmonitor the de;reee of success we will have had with the
other recommended print medias.
The Homestead Nev; Leader sliould also be kept on the back
burner for a later date.
All these print medias expressed co-operation in running
news stories (with pictures) to beef -up our recruitment
drive. GPD will take the pictures, write the stories and
submit the releases to the medias. We will also do the
necessary follow-up to insure publication.
«� C) PP
f. 1VE
TS
FOLLOW,
4
0_ e"
(8)
Miami's Changing Ethnic Composition
The percentage of Blacks has remained remarkedly constant
in Dade County since 1940.
As shown on the chart below, the percentage of Blacks has
ranged from 18.5% in 1940 to a forecast of approximately
14.5% in 1980, a clear decrease of 4"' in 40 years, or,
1% per decade. However, there is a marked increase in
Black professionals with high level decision -making powers
in both the public and private sectors.
Population (in thousands)
Whrt e s
Years Blacks Latins (non Latin) Total
1950 64.9 20.9 410.2 491.1
1980 233.0 617.0 760.0 1,610.'0
(prof.)
Percent
1950 13.1 4.0 82.9 100%
Education Attainment
The 1970 census portrays the following school attainment
for Miami's three ethnic groups.
Years of school attainment
Years Black Latin Non -Latin White
None 3.51% 2.8 2.17
1-4 13.4 6.3 2.1
5-7 21.0 21.8 8.0
9-11 24.9 11.3 18.2
12 19.7 24.7 32.8
D `1'
0 00
(9)
'feats Black Latin Non -Latin White
Some
College,
College
Diploma
or more 4.1% 9.7% 12.3%
Expressed another way:
Proportion attaining at least the following Grade Level
Grade School
(5-7 years) 83.4'/, 90.9% 95.8%
Jr. High School
(8 years) 62.4 69.1 87.8
**High School Diploma
28.3 44.i 58.6
Some College 8.6 19.4 25.8
College Diploma
or Better 4.1 9.7 12.3
** This 72.4X of Blacks and Latins (with at least a High
School Diploma) represents a significant proportion of
our cross ethnic objectives. By using the "tie-in Image
Concept" we could reach both markets at the same time
with the same media. A cost-savin:2 move.
However, the Black market contains some pecularities,
relative to the median years attained by Blacks in
different parts of i)ade County. Carol City and West
Little River rho.: up best, while. Liberty City, Overtown,
_ South'diami, Perrine, Goulds, laranja and Homestead,
Florida City: shot; up worst.
The meaning here is that Carol City and Nest Little River
will have a saturation of advertising activities equiv-
alent to the other eight areas in order to achieve some
balance.
DC) tr TJ
f�.
`
FULL0VV"
el Oe
(10)
C
In segmenting the target areas we have to look at the
proportion of our Black Population less than 19 years
of age. To be conservative and to utilize the 1970
census resources, it looks something like this:
Highest proportion of Black (young)(55', 19 vears and
under) are scattered throu,,hout the county, in such
areas as Carol City, part of ?Model Citv, Edison Little
River, Goulds and all of Richmond Hei--hts.
It is therefore evident that Goulds and Richmond Heiglits
has the notential of producing qualifiable applicants —
above and beyond other areas in South Miami. (We are
referring specifically to Blacks.)
Therefore, our target for Black advertising print med•ias
(newspaper, billboards, flyers, brochures, etc.) should
have at least an estimated 40;; activiti-es in regions such
as Carol City, West Little River, Goulds, Richmond Heights,
Model City, Coconut Grove, Edison Little River.
The other 60. in Overtown/Calmer, Homestead, Liberty City,
etc. Using this system we should arrive at an effective
degree of overlapping.
Shopping patterns are going to be a big factor in the
billboard and poster department.
SHOPPING PATTERNS
Primary Supermarkets
September 1978
Winn —Dixie (Rwik Chek)
39.1%
Food Fair (Pantry Pride)
24.4
Grand Union
6.6
Pub Iix
16.6
Boogarts
2.1
Others
53.4
Total 100
«SUOn- Y7,TjVE
D n �` I I %S
F0LL0Wi '
f
CDepartment Store Patronage
September 1978
Burdines 46.0%
Sears & Roebucks 41.5
**Richards 18.3
Zavres 26.3
Jeffersons 17.4
J. Byrons 14.7
Jordan Marsh 10.7
K-Mart 9.8
J. C. Pennys 8.9
Treasury 4.0
Fields 3.6
**Richards has since gone into bankruptcy, leaving their
share of the market (18.3%) to be spread among the re-
maining top three.
These buying habits and place -of -purchase patterns,reflect
the psychology of Hispanic Dade County residents. However,
so much polarization has taken place countywide within the
last two years that indications point to similar patterns
among blacks.
CTherefore in the final analysis we have the following:
BILLBOARDS
In the vicinity of Winn -Dixie, Pantry Pride and Grand Union
Supermarkets, Burdines Department Stores, Sears & Roebuck,
K-Mart, 7.ayres and Penny's. This applies also to poster
placement and possible hand-outs.
Two other possibilities worth considering are: liquor store
locations and bus back.
META is a Miami -based public relations firm headed by
Maria Elena Torano. This firm is highly qualified in the
Latin markets. GPD will consider subcontracting the place-
ment of ads for the l.atin market with ?ZETA, as well as trans-
lations.
w
RADIO TELI:y1SION
-T1 0 -_
For the production of radio spots, Visual Productions, a
South Miami A/V firm has been contacted by GPD to provide r
technical facilities for production. �---
Television
•cam -
C 1
WCI.l' (Channel 6), extremely popular independent station,
carrying some programs with direct ethnic identity.
"For You -Black Woman" (self-explanatory),"The Fran Carlton
f /`
(12)
I
Show", "Rockford Files", "Solid Gold", Night Owl Movies and
others are all dynamic programming with impressive viewership.
Other stations with other programs such as "Issues and Answers",
"Black Forum", News and Sports, "Real People", "Sixty Minutes"
would all assist in getting the message across.
Radio
We have also identified other media outlets that suits our
purposes.
WEDR-FN Strong ethnic background and format for the Black market
WAXY-F?i Located in Broward County. Very strong cross ethnic
appeal. This station has created an 18-34 age bracket
listenership built on oldies. Thee are second to
Y100 in the South Florida market.
WQA`t-FM and WABA-AM Strong Spanish markets
WNWS-AM This is a talk -show station, commanding an impressive
market share in the higher intellectual listenership.
"SUPPORT IV
Q0C!
;. ;)
2
(13)
r
14
L
In the event that GPD is awarded the advertising and promo-
tional consultants contract, we will immediately implement
target dates for concept design and completion of the main
segments as presented in this proposal. For example:
TARGET DATES FOR PRODUCTION
Contract Award December 17th, 1980
Concept, Theme and Image December 19th, 1980
Layout and Artwork December 21st, 1980
Photography for Brochure December 26th, 1980
Brochure, Poster, Bus Bench 6
Bus Back Camera Ready Artwork December 28th, 1980
Radio and Television Scripts December 19th, 1980
Radio and Television Scripts for
Production December 21st, 1980
During the period of December 17th thru> December 19th we will
go into the model selection process. In order to insure,
believability GPD recommends the following:
Models '
Utilizing true -life police officers. Tile features and bene-
fits are two -fold. Firstly, our commercials will have impact
and realism. Secondly, it will be cost effective when compared
to professional models.
As stated before, GPD can produce all the elements (including
the Spanish se�,rient in a joint venture relationship with a
Latin firm) to achieve your expressed goal of 80"' minority
applicants for the life of this advertising campaign. We
understand that the city will conduct the media placement
activities. No problems. GPD will assist and guide your
placement personnel in this technical astivity. We will
assist in developin4, a system of maintainin,, tear sheets
and affidavit:, of radio spot airings. This will alleviate
the problem of misplaced tear sheets and affidavits that can
complicate the media payment process. GPD will perform this
service at no additional cost to the city.
IIS �1 !") F e ^ " V G
D.
" LL0VV
pl, (14) el
GPD'S COST TO THE CITY
CFor concept, design, illustration, photography, camera teadv
artwork, copy, radio and television script
$7,000.00
First Pavment of 50% or $3,500.00
This initial payment will defray
image, concept, design and pro-
duction costs.
Second and Final Pavment $3,500.00
on or about December 31st, 1980
This will defray costs of writing
copy, radio script, brochure, bus
bench, billboard, bus back, camera
ready artwork
However, GPD will not stop there. At no additional cost,
we will produce some impact news releases for this campaign
emphasizing the "Care" image -letting the community know that ---
POLICE ARE PEOPLE, TOO
We will stay with you for the duration of this campaign, offering
( guidance and suggestions as we go along.
Please see resumes and META profile, attached to this proposal.
In closing, I wish to thank you for giving me your time.
I look forward to this tremendous opportunity of participating
in a community adctivity of this scale and importance.
Very truly yours,
GRA1B+1i,C PI O C:TZONIS/DE. IGN, TNC.
W. Winston Hale
President
lisup
�. WWII:lb
DO TS
■
f
RESUME
Winston W. Hale
President
/ GRAPHIC PRODUCTIONS/DESIGN, INC.
l 6792 S.W. 62nd Avenue
Miami, Fl 33143
Education:
Graduated from St. Georges College, College of Art,
Science and Technology (Kingston, Jamaica), New York
Institute of Photography, New York University, New York.
Membership:
Society of :Motion Picture and Television
Engineers
(SMPTE New York Chapter 1972.)
Greater :Miami Chamber of Commerce (Leadership 80s graduate)
New Writers' Club, American Youth Soccer
Organization (AYSO)
List of past and present clients:
City of Miami Planning Department
71 �r
Behavioral Science Research
`l`,=► �. 1 ~-
General Development Corporation
j^�fl-r,
Admin-A-Plan Insurance, Inc.
V'�! - -�
Fitzpatrick Construction Corp. (N.Y.)
FOLLO�Y11
Visions of Kendall
Y
Productions, Inc. (Washington, D.C.)
CUniversal Real Estate, Inc.
1967-69
Worked for the .Jamaica Tourist Board, Kingston, Jamaica,
West Indies. Started out as Lab Technician, promoted to
Assistant Chief Photographer, then to Chief Photographer.
Migrated to the United States of America in 1969.
1969-70
Successfully completed a course in Creative Film and Tele-
vision Production. The course of study involved Script -
writing, Directing, Camera Operation (location and studio),
Mixing, Editing, Script -to -Screen Storyboard Concepts.
During this same period, worked for Batten, Barton, Durstine
& Osborn, Inc. (then the fourth largest advertisin;; agency
in the world). Started out as Color Lab Technician (E-6),
moved up to Flat Art Cameraman. Here I learned the creative
and technical mechanism of Multi -Communications. Worked on
Pepsi -Cola Campaign, "You've got a lot to Live -Pepsi's got
a lot to Give".
All the creative work on this campaign and others was done
in the Creative Communication Department (CDC) where I was
` employed.
4
(2)
1970-72
Went to American Broadcasting Corporation. (ABC) Technical
Engineering Department. Promoted to film editing within
three months. Worked up to the studios where soap operas
were taped daily. Also, worked on the Evening News and
sometimes on location.
1972-73
Came to Miami to reside. Worked for WCKT-TV as News Film
(ME6) Technician.
1973-77
Returned to Net. Fork in order to learn more about Multi -
Communications. While working for Transparency Editing
Limited, attended New York University taking; courses in
Visual Arts and Sales & Marketing. ;fit Transparency Editing
Unlimited, rose from E6 Lab Technician to Studios in six
months. Promoted to Graphic Arts Salesman - then to
Vice -President of Sales in two years.
1977-79
Returned to Miami for permanent residence. Travelled
around the country for about a year, then went to work
for 14liFT-TV45 in Hollywood, Florida - as Production
{` Manager. Here I was in full charge of the studio and
l crew. Wrote and produced several TV commercials and
studio productions.
Resigned to start my own business.
References on request.
DOS ; P S
t
F O I l._ L�. UAl f 1
M
A r
Mel Holland
Creative Director
GRAPHIC PRODUCTIONS/DESIGN, INC.
C 6792 S.W. 62nd Avenue
Miami, FL 33143
Education:
Graduated from The Great Yarmouth College of
Art and Design.
Membership:
Society of Industrial Artists and Designers (SIAD)
Sept. 1970
to
Aug. 1972
Creative Concepts, CA. Worked -as a freelancer from
concept to completion.
Aug. 1972
_ to
Sept. 1973
_ The Directors Agency -Miami, FL
Worked on condominium accounts and the Miami Toros
Soccer Club Account.
Sept. 1973
to
Jun. 1977
Art Director at American Bankers Life Assurance Company,
Miami, Florida. Handled all their advertising materials
from concept to completion, such as, Annual Reports,
Company Magazine, National Ads, Convention Materials,
Condominium Material, Stationery, posters for recruiting
campaign, etc.
- Jun. 1977
to
Sept. 1977
Hessemer and Runnoe Ad Agency, Tampa.
Worked on the Florida State Fair Account.
Sept. 1977
to
Jun. 1979
Concept 2000, Miami
Graphic Designer, specializing Package Design.
F0LLs`j'vVf�
-
C=
i
Maria Elena Torano
President
META, INC.
1110 Bric'kell Avenue
Suite 503
Miami, FL 33131
(305) 371-8131
Maria Elena Torano is the President of META, a new Miami
public relations and public affairs firm, and the only such
firm staffed mainly by Hispanic women. Ms Torano left her
previous position in Washington as President of the National
Association of Spanish Broadcasters to launch this new combi-
nation of public relations and special consulting services
in Miami.
Born in Havana, Cuba, Ms Torano has an extensive background
in government and corporate public relTtions. In 1977, she
was named the Associate Director of Public Affairs of the
Community Services Administration in Washington and in that
capacity was the first Cuban -American to be appointed to a
high federal post. In that office, she planned and co-ordinated
all public relations support for federal programs at the
national, state and local levels.
Her experience in public relations and marketing includes
a nine year assignment with Eastern Airlines, where she was
C instrumental in increasing Hispanic passenger preference for
Eastern. A firm believer in partnership between public and
private sectors, Torano co-ordinated V!ith the City of Miami
and the State of Florida the first international mission
for Florida Governor Askew and 130 state leaders which initi-
ated the process for SouL11 Florida to become an international
trade and bankin,:; center.
Ms Torano also sits on the Board of Directors of Los Cerezos, Inc.,
the corporation that pioneered Spanish -language television in
Washington, 1).C.
META, INC. maintains an office in Washington, D.C. as well as in
Miami and serves national and international clients in both
public and private sectors.
"SUP°TI`F
FO- LLU VV"
Ca
Richard L. Fosmoen
City Manager
Howard V. Gary
�a
Assistant City Manager
Robert D. Krause, Director.
a
Department of Human Resources
r
December 12, 1980
Proposals for Police Advertising
(For City Commission Review)
This supplements our memo of December 5, 1980 concerning a proposed
Resolution authorizing the City Manager to -enter into a consulting
contract for Police advertising.
In response to the Commission Motion of November 26, 1980, we ad-
vertised a public notice in three local newspapers seeking proposals
on Police advertising.
Five firms or individuals have submitted proposals. These include
CM&B Advertising, Inc.; Maria Elena Torano Associates; and Graphic
Productions/Design, Inc. All three of these firms had submitted pro-
posals previously. In addition, we received proposals from Media
Department II, Inc. and a joint proposal from David Levin & Shel
Podolsky. It appears that all of the firms are competent and have a
solid backcrround in advertising_. We have therefore evaluated them
against the criteria specified in the public notice. The notice re-
quired that each proposal contain a schedule for performing work and
charging costs in the followincT manner:
1. RECOMMENDATIONS O''" SPECIFIC BROADCAST, PRINT AND OTHER MEDIA
THAT SHOULD BF. USED:
Media Department II, Inc. and Levin & Podolsky did not include
this information in their proposal.
META indicated a schedule of 0 to 15 days for this service.
CM&B and GPD both included suecific recommendations for media
advertising in their proposals.
2. DEMOGRAPHIC DATA AND COST INFORfIATION FOR ALL RECOMMENDED AD-
VERTISING MEDIA:
Media Department II, Inc., Levin & Podolsky and CM&B did not
include a schedule for providing demographic information.
META included a schedule of 0 to 15 days.
GPD included the demographic data in its proposal.
..r
r- fel-
Richard L. Fosmoen
December 12, 1980
Page 2
3. COMPLETED TAPES, COPY, ART WORK AND LAYOUTS FOR SUCH MATERIALS:
Media Department II, Inc. did not specify a schedule for the
completed work.
CM&B did not include a schedule for completed work, although
the proposal indicated that ads would be placed in January.
Levin & Podolsky proposed a schedule of 5 weeks for completion
of some work and 7 weeks for full completion.
META proposed completion of work in 16 to 30 days..
GPD included a schedule of 11 days for completion of all work
except production,
4. COST OF PREPARING AND DELIVERING SUCH MATERIALS TO THE CITY, ,
INCLUDING METHOD OF PAYMENT:
The public notice specified that the City will place all media
ads and print all brochures and flyers. Supplemental informa-
tion provided to the interested advertisers indicated that this
_ was a decision by the City Commission and that proposals s'nould
include complete information on this point. All five proposals
leave some areas of confusion on cost and payment schedules.
Media Department II, Inc. specifies a fee of $15,000 plus pro-
duction costs of $15,000. The proposal indicates that the
agency would bill media and production costs "net of advertis-
ing agency commission." It appears that this firm is proposing
to place the ad�,ertisina, receive commissions, and use the com-
missions to offset production costs. It thus appears that the
cost to the City would be $15,000 as an "agency fee." The
firm proposes that the City nay one-half of_ production costs at
the start of production and one-half upon completion.
Levin & Podolsky show costs of $9,000 for production, $12,000
for creative work, and $4,000 for. reserve. It thus appears
that the cost of this contract would ranc7e from $21,000 to
$25,000. The proposal includes a payment schedule of $6,000
upon signinc the contract and $15,000 on approval of production.
CM&B distributes the costs under a variety of headings, including
radio costs, newspaper costs, billboard costs, and bus card costs.
Each of these items includes a charge for CM&B production, plus
charges for translation into Spanish. The firm also proposes an
agency fee of "10 on all commissionable space and time buys."
On page 13 of the proposal, the fee is indicated to be $6,073.52.
Adding the cost of production and translation produces a subtotal
of $12,625. The fee of $6,073.52 apparently brings the total to
$18,698.52. The payment schedule is not specified.
"SUPPORTIVE
DO G ► _�N S
FC;L!_C. J
e- e'
Richard L. Fosmoen
December 12, 1980
Page 3
META includes separate production costs for print ads, radio
spots, television spots, billboards, bus cards and flyers/
brochures. These total $5,000. In addition, the proposal
includes a service fee of $15,000, making an apparent total
of $20,000. The proposal contains a schedule of payment includ-
ing 25% upon signing the contract, an additional 25% within 15
days, and the balance within 30 days after signing the contract.
The proposal from GPD contains a cost of $7,000 for "complete
design, illustrations, photography, camera ready art work, copy,
radio and television scripts." This does not appear to include
production costs, which would presumably be paid by the City
at an amount approximating $6,500. This amount was previously
specified by the City and is included on page 4 of the GPD
proposal. The proposal contains a schedule of payments of
$3,500 to defray initial costs and a final payment of $3,500 on
or about December 31, 1980 to defray additional costs.
We are attaching copies of each of the proposals. Ift addition, two of
the firms submitted material that is not a formal part of the proposal.
The proposals that most nearly fulfill the requirements of the public
notice were submitted by GPD, META, and CM&B.. These also contain the
fastest schedules for completion of advertising work. This is crucial,
because of the limited time available for advertising during January
and February of 1981. Costs do not appear to be significantly different,
although the most economical proposal was submitted by GPD.
In response to the City Commission Motion of November 26, 1980 all five
proposals are submitted for review and decision by the City Commission.
It is our best judgment that the most serious consideration should be
given to the proposals submitted by GPD, META and CM&B.
We believe the firm that is most nearly ready to begin immediate adver-
tising is GPD. The GPD proposal is also more complete and more respon-
sive to City needs in most other respects. For these reasons, we
strongly recommend the selection of this firm for the advertising
contract.
When the Commission selects one of these firms, the proposal from that
firm should be attached to the Resolution that was submitted with the
memo of December 5; the attachment will provide a complete Resolution
for adoption on December 17. The proposal can be physically attached
during the Commission Meeting.
"SUPPORTIVE
D0Cz.�,...�I'�'TS