TITLE
Recommendation to adopt Specifications RFP No. AP12-010; and award a contract to CoreBrand, LLC, of Los Angeles, CA (not an MBE, WBE, SBE or Local), for branding services, in an annual amount not to exceed $195,000, for a period of one year, with an option to renew for one additional one-year period at the discretion of the City Manager. (District 5)
DISCUSSION
The proposed branding services will develop a brand identity for the Airport gateway to the City of Long Beach. As the entryway to Long Beach, the goal is to develop a brand reflective of the City's visitors and business focus that will be used in marketing and as a driver for the Long Beach Airport operations and customer experience. These services also include facilitation of the brand development process, lead both the strategic and creative components, ensure resulting brand is comprehensive in approach, inclusive and representative of the various public and private organizations that are critical to the success of this project. The development of a strong brand will give the Long Beach Airport a more nationally recognized image and a unified message consistent with core values and assets as appropriate for a gateway to the City of Long Beach.
The RFP was advertised in the Press Telegram on March 9, 2012 and 545 potential proposers specializing in branding services were notified of the RFP opportunity. Of those 545 proposers, 59 downloaded the RFP via our electronic bid system. The RFP document was made available from the Purchasing Division, located on the seventh floor of City Hall, and the Division’s website at www.longbeach.gov/purchasing. An RFP announcement was also included in the Purchasing Division’s weekly update of Open Bid Opportunities, which is sent to 30 local, small, minority, and women-owned business groups. Fifteen proposals were received on April 3, 2012. Of those 15 proposers, one was a Minority-owned Business Enterprise (MBE), four were Women-owned Business Ente...
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