HomeMy WebLinkAboutResolutions - 1980.03.26 - 12049Miscellaneous Resolution 9370 March 27, 1980
BY : PUBLIC SERVICES COMIla= - Henry William Hoot, Chairman
IN RE : Fiscal Year 1980 Promotional Budget
TO THE OAKLAND COUNTY BOARD OF COMMISSIONERS
Mr. Chairperson, Ladies andGentlemen:
WHEREAS the Oakland County Board of Commissioners by Miscellaneous
Resolution Nos. 6546 and 8883 applied for and was granted the designation as
Prime Sponsor by the U. S. Department of Labor to administer the provisions of
the Comprehensive EMployment and Training Act of 1973 and the Comprehensive
Employment and Training Act Amendments of 1978; and
WHEREAS the Employment and Training Division has sufficient admini-
strative funds to provide for a promotional budget which was approved by the
Manpower Planning Council on February 13, 1980; and
WHEREAS the increased eligibility standards for recruitment of CETA
enrollees have caused lower enrollment levels and excess carry forward funds
which have been recaptured by the Department of Labor in Oakland County (as
well as other Prime Sponsors); and
WEEREAS the intake agencies responsible for recruitment, enrollment levels,
and expenditures have requested assistance in providing a promotional effort to
reach more clients and employers
NOW THEREFORE BE IT RESOLVED that the Oakland County Board of Commissioners
approve the award of a contract to the advertising and public relations firm of
Eoucet/Paul and Associates in an amount not to exceed $42,500 consistent With the
attached selection criteria
BE IT =HER RESOLVED that a quarterly report for review of performance
objectives be submitted to the Public Services Committee and the Oakland County
Board of Commissioners.
The Public Services Committee, by Henry William Hoot, Chairman, moves
the adoption of the foregoing'resolution.
PUBLIC 8ERVICES mut=
•
Homy William Hoot, Chairman
REQUEST FOR PROPOSAL
During Fiscal Year 1980 the Oakland County EMployment and
Training Division will subcontract for the total design
and scheduling of a comprehensive promotional campaign.
This subcontract will be twelve months in duration.
This service must be consistent with the provisions of
the Comprehensive Employment and Training Act as publish-
ed in the Federal Register on April 3, 1979. The
promotional plan should consist of appropriate use of
creative ideas, design, and media. Objectives include
client recruitment, increased training in private indus-
try, improvement of the image for opportunities provided
by the Employment and Training Division, and public
relation. All proposals will be reviewed by the Employ-
ment and Training Division, the Public Services Committee
and the Oakland County Board of Commissioners. Transmittal
of a proposal does not commit the Employment and Training
Division to award a contract. Products and services
anticipated as a result of a promotional campaign include
a media schedule, a logo, a slide presentation, the design
of brochures, handouts and posters as described in bid
format. Criteria for reviewing proposals will include the
following:
1. Past performance and expertise in related areas of
service.
2. An understanding of the objectives and goals of the
EMployment and Training Division.
3. The examples of ideas and creativity for a promotional
campaign.
4. Timeliness in producing the products and services.
5. Cost.
Bids will be considered by the Employment and Training
Divison if received no later than 5:00 P.M. on February
25, 1980. All responses and request for bid formats should
be directed to:
Harold R. McKay, Manager
Oakland County Employment and Training Division
140 South Saginaw, Suite 777
Pontiac, Michigan 48058
(313) 858-1078
ORGANIZATION PAST PERFORMANCE/EXPERTISE
(RELATED AREAS OF SERVICE)
GOALS & OBJECTIVES
OF CAMPAIGN
Pontiac State Bank
The Pontiac Plan
City of Southfield
North Oakland Chamber of
Commerce
And various other
Commercial & Industrial
clients
Coordinate advertis-
ing efforts (with
employer & prospec-
tive client empha-
sis); trainfield -
agencies in adver-
tising
WOODWARD &
MUELLER, INC.
Detroit Optimetric Centers
Dick Morris Chevrolet
Video Concepts, Inc.
And various other
Commerical & Industrial
clients
EPPS ADVERTISING,
INC.
April 1-30, 1980
Media schedule does
not respond to Re-
quest For Proposal.
$16,000 for
month of April
only.
$50,000 March 15, 1980
EMPLOYMENT AND TRAINING DIVISION
March 11, 1980
SUMMARY OF BIDS RECEIVED BY FEB. 25, 1980
MEDIA USAGE/ COMMENCEMENT &
CREATIVE EMPHASIS TIMELINESS
OF PRODUCTION
Posters, flyers, mail- April 1-May 15, 1980 No cost quote
ing pieces, awards pro- Media schedule does included.
gram, group presenta- not respond to Re-
tions, logo, publicizing quest For Proposal.
program.
Campaign emphasizes real
people & actual situa-
tions.
COST TOTAL POINTS
AWARDED
41
Recruit youth, , Direct mail, print,
heighten community. radio, TV, (public
awareness Of programs relations not included
(with employer & in fee schedule).
prospective client Campaign emphasizes
emphasis) use of music, well
known spokesperson &
testimonials,
52
HARRY GOLDBERG
JR., INC.
Agency vice president &
creative coordinator
Dr. Benjamin Berman has
served as special consultant
to CETA programs in Florida
& Pennsylvania & is associa-
ted with the University of
Michigan as a consultant on
H.E.W. programs;also repre-
sents; retail stores, servi-
ces, investments, regional &
national products
Train field agencies Flyers, newsletters,
in advertising; re- brochures, speakers
cruit participants & bureau, slide presen-
employers; create tations, service award
positive image & program, annual report,
greater awareness of logo, radio, etc_
programs; expand pub-
lic & private sector
involvement; improve
supportive training
services for CETA
clients & staff
75
77 $42,500
ORGANIZATION PAST PERFORMANCE/EXPERTISE
(RELATED AREAS OF SERVICE)
GOALS a OBJECTIVES MEDIA USAGE/
OF CAMPAIGN CREATIVE EMPHASIS
COMMENCEMENT a COST TOTAL POINTS
TIMELINESS AWARDED
OF PRODUCTION
HARRY GOLDBERG
JR., INC. CONTINUED
Centralize a coord- Campaign emphasizes
ination media & positive image of
public relations CETA participants as
efforts; create CETA "winners"; extensive
information &er use of testimonials
vices bureau manned by celebrities & par-
by CETA partici- ticipants; visability
pants; create public of CETA spokesperson
relations clearing on talk show inter-
house for field agen- views, etc.
cies; provide private
industry, educator's
& public service
conferences.
DOUCET/PAUL &
ASSOCIATES, INC. .
ADVERTISING & PUBLIC
RELATIONS
City of Pontiac-Board of
Education project "Pop"
Volunteer services for
Common Ground & Farming-
ton area Advisory Council
Fox & Co. Certified Public
Accountants
Kubrick Hydradrives Inc.
Michigan Marine Dealers
Associates
And various Commercial &
Industrial accounts
Promote division Name for division/logo February 28, 1980
image of helping TV, radio, want ads,
people; unify adver- outdoor boards,posters,
tising efforts be- direct mail, slide
tween the prime spon- presentations, award
sor & individual programs, employee news-
field agencies. letters, regular news
releases, (i.e., success
stories etc.); public
relations counseling,
spokesperson, and annual
reports.
Campaign emphasizes the
image of "helping people";
advertising implemented
on a gradual basis, accom-
panied by measurement of
effectiveness on a quarterly
basis.
PROMOTIONAL OUTLINE
EMPLOYMENT AND TRAINING DIVISION
PURPOSE OF THE EMPLOYMENT AND TRAINING DIVISION
COSTS OF UNEMPLOYMENT INSURANCE
FEDERAL GOVERNMENT vs CONTROL WITHIN LOCAL COMMUNITY
ORGANIZATIONAL CHANGE
NEW FUNCTIONS FOR LOCAL UNITS OF GOVERNMENT
NEW LINKAGES FOR OLD ORGANIZATIONS
CURRENT OBJECTIVES
TO REACH MORE CLIENTS
TO INCREASE TRAINING IN PRIVATE INDUSTRY
TO ASSIST COUNSELING INTAKE AGENCIES WITH PROMOTION
TO IMPROVE THE PUBLIC IMAGE OF THE EMPLOYMENT AND TRAINING DIVISION/CETA
TO EXPLAIN WHO WE ARE
THE CLIENT
GREATER THAN ONE HALF LOW INCOME (FAMILY OF 4, $7,400)
ONE FOURTH UNEMPLOYED MORE THAN 15 WEEKS
ONE THIRD ON PUBLIC ASSISTANCE OR WELFARE
ONE THIRD ON UNEMPLOYMENT INSURANCE
ONE THIRD YOUTH
ONE FOURTH BLACK
FUNCTIONS OF THE DIVISION
TRAINING IN PRIVATE INDUSTRY-OJT-ONE FOURTH OF TOTAL FUNDING
TRAINING IN CLASSES-ONE HALF TOTAL FUNDS
FULL OR PART TIME EMPLOYMENT IN GOVERNMENT-ONE FOURTH TOTAL FUNDS
ANCILLARY SERVICES, INCLUSIVE OF TRANSPORTATION, HEALTH, REMEDIAL EDUCATION
AND EMPLOYABILITY DEVELOPMENT
GRANTSMANSHIP
PRODUCTS OF PROMOTIONAL PLAN
MEDIA SCHEDULE, INCLUSIVE OF RADIO, NEWSPAPER AND OTHER PRINTED MEDIA
LOGO FOR DIVISION
DIRECT MAIL CAMPAIGN
SLIDE PRESENTATION
- BROCHURES, HANDOUTS AND POSTERS
ANNUAL REPORT
SPEECH AND LARGE GROUP PRESENTATIONS
SCHEDULE AND BUDGET
ANNOUNCEMENT or BIDS
COMMITTEE AND BOARD OF COMM. REVIEW
APPROVED BUDGET
FIRST PROMOTIONAL PRODUCTS, BROCHURES,
FOR YOUTH
SECOND PROMOTIONAL PRODUCT IN
PRIVATE INDUSTRY
SECOND WEEK OF FEBRUARY
THIRD AND FOURTH WEEK OF FEBRUARY
FIRST WEEK OF MARCH
SECOND WEEK OF MARCH
THIRD AND FOURTH WEEK or MARCH
CRITERIA FOR THE REVIEW OF
PROMOTIONAL CAMPAIGN PROPOSALS
1. Past performance and expertise in related areas of service.
2. An understanding of the objectives and goals of the Employ-
ment and Training Division.
3. The examples of ideas and creativity for a promotional
campaign.
4. Timeliness of producing the products and services.
5. Cost.
20 points
20 points
20 points
20 points
20 points
2, CONTRACT AND PHONE NUMBER:
Charles R. Paul, 3S2 -7434
Feb 28, 1981 $25,000*
Mar 15, 1980 500.00
May 1, 1980 2,500,00
Aug. 1, 1930 4,500.00
Apr. 1, 1930 , 6,000.00
Seot.1, 1930 4,000,00
$
PR• D DATA =MY
1. ORGANIZATION AND ADDRESS:
Doucet/Paul Associates, Inc.
29201 Telegraph Rd., Suite 620
Southfield, MI 48034
3. DESCRIPTION OF PROMOTIONAL PLAN AND MEDIA USAGE:
This plan has been created to develop and enhance an image for
the Oakland County Employment and Training Division with its
target audiences of southeastern Michigan employers and clients,
A variety of media which reaches these audiences will be used.
4. IMPACT MEASUREMENT FOR PROGRT,M CAMPAIGN OBJECTIVES:
Upon approval of the individual elements of this plan, the
division management and the agency directors will he requested to
submit quarterly reports describing their observed effects of the
program. Further, new clients will be surveyed to determine how
they learned of the program.
5. OPERATION DATES:
FROM March 1, 1980 TO
6. COST OF PROJECT;
The following catagories are to be addressed as the marketing plan and budget
dictate:
Date TO Be
CEpleted Cost
A. Media schedule, inclusive of radio, newspaper
and other printed media
B. Design for Logo for division,
C. Format for direct Nail campaign,
D. Slide presentation,
E. Design for brochures, handouts, and posters,
F. Format for annual report
TOTAL PRWECT COST
*NOTE: Does not include space cost, includes all nublic relatinn‹ fg.Ac
#9370 March 27, 1980
Moved by Hoot supported by Caddell the resolution be adopted.
Discussion followed.
AYES: Fortino, Gabler, Gorsline, Hobart, Hoot, Kasper, Kelly, Lewand,
McDonald, Moffitt, Montante, Moore, Moxley, Murphy, Page, Perinoff, Pernick,
Peterson, Price, Aaron, Caddell, DiGiovanni, Doyon, (23)
NAYS: None. (0)
A sufficient majority having voted therefor, the resolution was adopted.
STATE OF MICHIGAN)
COUNTY OF OAKLAND)
I, Lynn D. Allen, Clerk of the County of Oakland and
having a seal, do hereby certify that I have compared the annexed copy of
Miscellaneous Resolution #9370 adopted by the Oakland County Board of
one ••••••001P••••••0•14 ...... ... ••••••••••••se • a•wee•efi egg m•..••••421 ,1.,•70.
Commissioners at their meeting held on March 27, 1980
with the original record thereof now remaining in my
office, and that it is a true and correct transcript
therefrom, and of the whole thereof.
In Testimony Whereof, I have hereunto set my hand and
affixed the seal of said County at Pontiac, Michigan
27th March 80 this day of 19....
Lynn D. Allen Clerk
By Deputy Clerk