Okaloosa County BOCC — January 8, 2013 — PMA Task Order 5 — reading text

EXHIBIT K TASK ORDER APPROVAL C12-2007-TDC CONTRACT #: 5 (NTE $79,250) TASK ORDER #: OFFERED BY CONSULTANT: Peter Mayer Advertising FIRM’S NAME Jame: (ger i. NTATIVE’S PRINTED NAME IW_— SIGNATURE CFO 1/28/13 TITLE RECOMMENDED FOR APPROVAL (Department — Director) te £5, Cape ae “Yau D, 7 a TLE DATE 2/13] 13 | DATE APPROVED BY OKALOOSA COUNTY (Per Purchasing Policy) SIGNATURE TITLE DATE pM Okaloosa Tourist Development Department (TDD) Consumer Research Task Order #5 January 28, 2013 Peter Mayer Okaloosa TDD Page 1 Confidential 1111242v2 Okaloosa TDD Consumer Research pM TABLE OF CONTENTS 1 BACKGROUND & PROJECT ASSIGNMENT 2 ACTIVITIES, DELIVERABLES & COST 3 —_BILLIING............ssscesessesssonssvnssnsonssonsssccussosssusteosenccesecosceecussecuscesuecessecusseousssonssveueasesonsnesnroccuravenesesnessentenescensaensgsonsnseee 5 A GENERAL ASSUMPTIONS vscsscscsscascccsvsassescscsssonssnosesnssvssssnsasssesvsnsensnvinonsaseissenvessesesceusteonseeabanestssetsssvessonsbeceseeessteens § 5 CONTACT INFORMATION scssssessssccnssssscsnsssssseosssoossenesessesssnsssossivenssnssssavusavansnscusssssesexssnenscaetsatsanctssssavesssssssseexeveies 5 6 SIGNATURES snmnnccnnnencasemmuunmnninunnnamnnnnnnmnmmmnmenamnnnmnemmmmonnnens 6 Peter Mayer Okaloosa TDD-- Page 2 Confidential 1111242v2 Okaloosa TDD Consumer Research pM 1 BACKGROUND & PROJECT ASSIGNMENT Okaloosa County, through Okaloosa County Tourist Development Department (hereafter referred to as “Client”) has asked Peter Mayer (hereafter referred to as “Agency”) research and provide competitive bids for 3 party research firms to provide both quantitative and qualitative research in the form of focus groups and online surveys. Additionally, the Client has requested the Agency provide a final recommendation on selecting one final vendor. Research objectives are as follows: e Achieve understanding of consumers’ attitudes and perceptions regarding travel to the Emerald Coast e Understanding consumer decisions on what drives visitation and opportunities to increase visitation, as well as barriers to travel e Understanding of the travel planning process e Achieve awareness of the Emerald Coast among consumers e Consolidated final report leading to the ability to draft an overall strategic position for the Emerald Coast 2 ACTIVITIES, DELIVERABLES & COST Deliverables 1. Third Party Consumer Research Bids and Research e In accordance with Contract #C12-2007-TDC, the Agency has researched three competitive bids for providing both qualitative and quantitative research: o Qz2 Insights o Market Dynamics Research Group o The Olinger Group o Decision Analyst 2. Agency Recommendation for Selection of a Vendor 3. Final Report of Research Findings Delivered by the Selected Vendor to the Client Competitive Bids Bid #1: Q2 Insights Costs Phase 1 Research (Focus Groups) $40,890 Phase 2 Research (Web Panel) $24,620 - $38,550 Total $65,510 - $79,440 Peter Mayer Okaloosa TDD-- Page 3 Confidential 1111242v2 Okaloosa TDD Consumer Research Bid #2: Market Dynamic Research Group Costs Phase 1 Research (Focus Groups) $44,750 Phase 2 Research (Online Survey) $34,500 Total $79,250 Bid #3: The Olinger Group Costs Phase 1 Research (Focus Groups) $51,000 Phase 2 Research (Online Survey) $24,000 - $36,000 Total $75,000 - $87,000 Bid #4: Decision Analyst Costs Phase 1 Research (Focus Groups) $42,000 Phase 2 Research (Survey) $40,000 Total $80,000 Agency Recommendation pM The Agency recommends Market Dynamic Research Group. This vendor submitted the lowest cost to provide all necessary services in a combined package to achieve all desirable results and has the most extensive background in tourism and destination research. Both Q2 Insights and the Olinger Group submitted a low and high cost range for Phase 2 Research; however, the lower cost range represents taking a sampling from a smaller amount of participants in relation to the cost submitted by Market Dynamics Research Group for Phase 2 Research. Inclusions: e Includes Agency Account Management time (covered by monthly agreement) to manage and oversee the research process in a timely manner e Includes Agency Strategy time (covered by monthly agreement) to review research findings and provide necessary input on the project Exclusions: e Excludes any Agency creative development resulting from research findings. Any necessary work will be submitted in Task Orders for Client review and approval Peter Mayer Confidential Okaloosa TDD-- Page 4 1111242v2 Okaloosa TDD Consumer Research pM 3 BILLING Client will be billed in accordance with Contract # C12-2007-TDC. The estimated not to exceed cost of this Task Order is $79,250 4 GENERAL ASSUMPTIONS The following are general assumptions about the project that affect the timing, scope or cost of the project. The above assumes: e Timely delivery of any required documentation from the Client e Client will make available appropriate personnel and decision-makers for attending scheduled workshops and meetings for reviews and approval so immediate consensus can be reached e Client will conduct timely reviews and provide consolidated feedback and written approvals on a timely basis based on an agreed-upon schedule e Delays in Client reviews may extend timing and add risk to the final delivery 5 CONTACT INFORMATION Ellen Kempner, Management Supervisor/Vice President Peter Mayer Advertising 504.210.1217 kempnere@peteramayer.com Michelle Clarke, Account Supervisor Peter Mayer Advertising 504.210.1287 clarkem@peteramayer.com James Geiger, Controller Peter Mayer Advertising 504.210.1263 geigerj@peteramayer.com Peter Mayer Okaloosa TDD-- Page 5 Confidential 1111242v2 Okaloosa TDD Consumer Research pM 6 SIGNATURES Client: L > ull PDspo Date: Z)ia)3 Peter Mayer: [ | IN Date: ({23\ >) Peter Mayer Okaloosa TDD-- Page 6 Confidential 1111242v2