HomeMy WebLinkAboutAgreement A-19-178-1 with Two Q Inc.pdfAgreement No . 19-178-1
AMENDMENT I TO AGREEMENT 1
2 THIS AMENDMENT , hereinafter referred to as "Amendment I", is made and entered into this
3 .2.filb.. day of Februar:y , 2020 , by and between COUNTY OF FRESNO , a Polit ical Subdivision
4 of the State of California , hereinafter referred to as "COUNTY ", and TWO Q , INC ., a California
5 Corporation , whose address is 7589 North Wilson Avenue , Suite 103 Fresno , CA 93711 , here inafter
6 referred to as "CONTRACTOR " (collectively as "parties ").
7 WHEREAS , the parties entered into that certain Agreement , identified as COUNTY Agreement
8 No . 19-178 , effective April 23 , 2019 , for full serv ice advertising and media communications services
9 and market research ; and
1 O WHEREAS , COUNTY desires to amend the Agreement to add funding to provide focus group
11 research for Transitional Age Youth (TAY) population; and
12 WHEREAS , the parties desire to amend the Agreement regarding changes as stated below
13 and restate the Agreement in its entirety .
14 NOW, THEREFORE , for good and valuable consideration , the receipt and adequacy of which
15 is hereby acknowledged , COUNTY and CONTRACTOR agree as follows :
16 1. That in the existing COUNTY Agreement No . 19-178 , all text in reference to "Exhibit A "
17 shall be replaced with the text "Revised Exhibit A". Revised Exhib it A is attached hereto and
18 incorporated herein by this reference.
19 2. That in the existing COUNTY Agreement No. 19-178 , all text in reference to "Exhibit B"
20 shall be replaced with the text "Revised Exhibit B". Revised Exhibit Bis attached hereto and
21 incorporated herein by this reference .
22 3 . That the existing COUNTY Agreement No . 19-178 , Page Three (3), Line Fourteen (14)
23 beginning with the word "The" and ending on Page Three (3 ), Line Eighteen (18) with "($700 ,000).", be
24 deleted in its entirety and replaced with the following :
25 "The maximum amount payable to CONTRACTOR for the period of July 2019 through
26 June 30 , 2020 shall not exceed Eight Hundred Thousand and No/100 Dollars ($800 ,000 .00).
27 If this agreement is extended for an additional twelve ( 12) months renewal period
28 beginning July 1, 2020 through June 30 , 2021, the maximum amount payable to CONTRACTOR for
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said period shall not exceed Seven Hundred Thirty Thousand and No/100 Dollars ($730,000.00).”
4. That the existing COUNTY Agreement No. 19-178, Page Three (3), Line Twenty-Two
(22) beginning with the word “The” and ending on Page Three (3), Line Twenty-Five (25) with
“CONTRACTOR.”, be deleted in its entirety and replaced with the following:
“The cumulative total of this Agreement shall not be in excess of Two Million, Four
Hundred Twenty Thousand and No/100 Dollars ($2,420,000.00). It is understood that all expenses
incidental to CONTRACTOR’s performance of services under this Agreement shall be borne by
CONTRACTOR.”
5. COUNTY and CONTRACTOR agree that this Amendment I is sufficient to amend the
Agreement; and that upon execution of this Amendment I, the Agreement and Amendment I together
shall be considered the Agreement.
The Agreement, as hereby amended, is ratified and continued. All provisions, terms,
covenants, conditions and promises contained in the Agreement and not amended herein shall remain
in full force and effect.
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EXECUTED AND EFFECTIVE as of the date first above set forth.
Mailing Address
FOR ACCOUNTING USE ONLY :
Fund : 0001
Subclass : 10000
ORG : 56304564, 56304792
Account: 7295
Fiscal Year 56304564
FY 2018-19 $190,000
FY 2019-20 $760,000
FY 2020-21 $700 ,000
FY 2021 -22 1700,000
Tota l $2 ,350 ,000
56304792
$40 ,000
$30 ,000
$70 ,000
COUNTY OF FRESNO
Ernest Buddy Mendes hairman of t he
Board of Supervisors of the County of
Fresno
ATTEST:
Bernice E . Se idel
Cle rk of the Board of Supervisors
County of Fresno , State of California
I2!2l
$190,000
$800 ,000
$730 ,000
FOO,ooo
$2 ,420 ,000
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Revised Exhibit A - Page 1 of 4
Summary of Services
ORGANIZATION: JP MARKETING, A DIVISION OF TWO Q, INC.
SERVICE: MARKETING, ADVERTISING AND CONSULTATION SERVICES
ADDRESS: 7589 N WILSON AVE STE 103 FRESNO CA 93711
OFFICE TELEPHONE: 559-438-2180
CONTACTS: Michele Meisch, Client Services Director 559 804 0360
EMAIL: michele@jpmktg.com
CONTRACT PERIOD: Effective upon execution – June 30, 2019 $190,000
July 1, 2019 – June 30, 2020 $800,000
July 1, 2020 – June 30, 2021 $730,000
July 1, 2021 – June 30, 2022 $700,000
AMOUNT: Total $2,420,000
Summary of Services
JP Marketing henceforth referred to as CONTRACTOR, shall work with the Department to
create media campaigns focusing on suicide prevention, mental health awareness, reducing the
stigma around mental illness, prevention of substance use disorder and access to substance
use disorder services. They will also assist in the creation of a comprehensive communication
plan for the department as well as the Fresno Suicide Prevention Collaborative, which will lay
the foundation for all communication and marketing efforts pertaining to public relations and
internal processes. The behavioral health community demographic has proven particularly
difficult to reach in past marketing efforts leading to the need for further research. The research
should include concentrated focus groups that represent the different population groups of
Fresno County including rural, urban, as well as different age, and cultural groups.
Contractor’s Responsibilities
Projects & Timelines
A. A Comprehensive Department of Behavioral Health Communication Plan –
CONTRACTOR will create a practical written Comprehensive Communications Plan
based on research within 60 days of contract execution and each subsequent renewal
year. The plan will guide the department with internal and external communication
including branding guidelines, procedures for announcements that include multi-media,
social media, and all written material. The plan will guide all contracted provider
communication efforts to match the department.
Timeline – April, May, June Fiscal Year 18/19 and revisited in FY 20/21 and 21/22.
Revised Exhibit A - Page 2 of 4
B. Annual Comprehensive Fresno County Suicide Prevention Collaborative Communication
Plan – Contractor will create a practical written Comprehensive Communications Plan
based on research within 60 days of contract execution and each subsequent renewal
year. The plan will guide the collaborative with internal and external communication
including branding guidelines, procedures for announcements that include multi-media,
social media, and all written material. The plan will guide all communication efforts for all
workgroups in the collaborative.
Timeline – April, May, June Fiscal Year 18/19 and revisited in FY 20/21 and 21/22.
C. Suicide Prevention Media Campaign – CONTRACTOR will create new ads and use
existing ads to educate residents on suicide prevention and available community
resources. Campaign may target the following populations but are not limited to youth
ages 12-18, parents, middle aged white and Latino males, middle aged white and Latino
females, the LGBTQ community, and veterans. Campaign will be yearlong with
increased efforts in August, September, and October.
Timeline – Start upon Contract Execution FY 18/19, Year Round in Fiscal Years 19/20,
FY 20/21, and FY 21/22.
D. Mental Health Awareness Campaign – CONTRACTOR will develop and produce
advertising campaigns, which may include TV, radio, newspaper, outdoor and digital
platforms. CONTRACTOR will develop and produce other public service
announcements as necessary. The campaign will focus on bringing awareness on the
importance of Mental Health access, services, and first steps. Heavy campaign push in
April, May, and June.
Timeline – Start upon Contract Execution FY 18/19, and April, May, June of Fiscal Years
19/20, 20/21, and 21/22.
E. Mental Health Stigma Reduction Campaign – CONTRACTOR will develop and produce
advertising campaigns, which may include TV, radio, newspaper, outdoor and digital
platforms. CONTRACTOR will develop and produce other public service
announcements as necessary. The campaign will focus on reducing the negative stigma
surrounding Mental Illness. Campaign push in March, April, May, September, October,
and November.
Timeline – Start upon Contract Execution FY 18/19, and April, May, June, September,
October, November of Fiscal Years 19/20, 20/21, and 21/22.
F. Substance Use Disorder Prevention Campaign - Develop and produce advertising
campaigns, which may include TV, radio, newspaper, outdoor and digital platforms.
Develop and produce other public service announcements as necessary. The campaign
will focus on Substance Use Disorder prevention efforts throughout Fresno County.
Campaign push in March, April, November, and December.
Timeline – March, April, November, December of Fiscal Years 19/20, 20/21, and 21/22.
Revised Exhibit A - Page 3 of 4
G. Substance Use Disorder Access Campaign – CONTRACTOR will develop and produce
advertising campaigns, which may include TV, radio, newspaper, outdoor and digital
platforms. Develop and produce other public service announcements as necessary. The
campaign will focus on access to services for Substance Use Disorder. Campaign push
in May, June, October, and November.
Timeline – May, June, October, November of Fiscal Years 19/20, 20/21, and 21/22.
H. Market Research Groups - The diverse behavioral health demographics has proven
particularly difficult to reach in past marketing efforts leading to the need for further
research. The research should include concentrated focus groups that represent the
different population groups of Fresno County including rural, urban, as well as different
age and cultural groups.
Timeline - February, March Fiscal Year 19/20 and September, October Fiscal Year
20/21.
Activities/Tasks
A. Meetings - The CONTRACTOR will facilitate meetings with Department staff from
selected programs to identify program procedures, requirements, and goals related to
media and educational campaigns and projects.
B. Review Partnerships - The CONTRACTOR will review the Department’s existing
partnerships with other agencies and existing educational materials for opportunities to
enhance and integrate complementary messages countywide.
C. Research - The CONTRACTOR will identify target audiences, specific messages, and
distribution networks to reach program goals as well as determine the most timely and
cost-effective methods to do so. This will be done by conducting message testing and
campaign resonance, through focus groups and pre and post testing. Includes all hard
costs associated with research.
D. Data Reporting - The CONTRACTOR will design measures to assess changes in public
attitudes, perceptions, and behavior, especially among target and priority populations, to
improve the effectiveness of campaigns and materials, and to demonstrate campaign
outcomes. Assessments may include but are not limited to impressions reports, pre/post
test results, and/or focus groups.
E. Ad Development & Placement - Develop multimedia ads and possibly utilize premade
campaigns for various audiences. Place created ads in most advantageous locations as
to maximize awareness for campaign message.
F. Cultural Needs - Customize and/or develop and place TV and radio ads in English,
Spanish, and Hmong.
G. Website - Recommend improvements to the DBH, fresnocares.org,
centralvalleyopioidsafety.org websites as well as other websites as they arise. Also
assist in the creation of landing pages for special events as needed.
H. Social Media - Integrate messages across platforms, including the Department’s website
and social media pages, as appropriate. Assist in best practices when it comes to
messaging as well as procedures for posting information.
Revised Exhibit A - Page 4 of 4
I. Media Buys - Place advertisements with identified distribution networks using cost-
effective media buying strategies and leveraging available resources. This can include
broadcast television, radio, signage, online, and other media outlets.
J. Integrate - Integrate the Departments assets of media production for cost-saving
purposes, locate deficits, and assist in overall development of media outreach.
K. Each Mind Matters - Integrate the California state initiative called “Each Mind Matters”
whenever possible.
L. Creative Material Creation - Create new factsheets, flyers, and/or infographics that the
department will own the rights to for distribution.
M. News Releases - Recommend and review news releases, media advisories, interview
talking points and related earned-media communications, as appropriate, to build and
maintain public awareness and credibility.
N. Training & Technical Assistance - Provide training and technical assistance to
Department staff as necessary on creating compelling, newsworthy pieces to increase
public awareness of health topics, and to influence positive changes at the individual and
systemic levels.
O. Training – Contractor may be asked to attend trainings around Mental Health &
Substance Use Disorder issues.
P. Internal Communications - Support Department internal communications to create an
inclusive, service-oriented culture in which employees feel supported, valued and driven
in the pursuit of the Department’s mission.
Q. Cultural Understanding - Assist in designing all necessary documents translated in
Fresno County’s threshold languages of Spanish & Hmong for easiness of
understanding.
R. Preferred Terms - Working in collaboration with the DBH Cultural Humility Committee,
develop a list of preferred terms in Spanish & Hmong that allow for best understanding.
Compliance with County & Data Capturing
A. CONTRACTOR shall comply with all contract monitoring and compliance protocols,
procedures, data collection methods, and reporting requirements conducted by the
COUNTY.
B. Data Capture – CONTRACTOR will set up appropriate data capture for all of the above
projects. Capture should include online analytics, ratings reports, and any other data
capturing methods.
C. Data Reporting - CONTRACTOR will go over the data for recommended next steps and
assist the department in making necessary changes to future campaigns. Contractor
may be asked to make presentations to all department staff, small groups, and at special
events as needed.
COUNTY’s Responsibilities
A. Meetings – DBH staff will work with contractor to schedule weekly meetings that may be
in person or by phone. The meetings are used to check in, assess projects, receive
feedback, and strategize next steps.
B. Material – DBH staff will provide current assets to contractor including produced videos,
graphics, logos, etc.
Revised Exhibit B
Page 1 of 1
TEAM MEMBER TITLES ASSIGNED CAMPAIGN PROJECT SERVICE FY 2018-19
(4/9/19-6/30/19)FY 2019-20 FY 2020-21 FY 2021-22
Creative Director, Art Director, Graphic Designer,
Web Designer, Copywriter, Photographer,
Production Manager, Admin Support, Subject
Matter Expert, Billing Manager
Creative Services - create ads to support the
media plan; turnkey production services including
translation; possibly specific landing page or
microsite, includes all hard costs associated with
creative projects.
$31,355 $129,000 $45,000 $45,000
President, Subject Matter Expert, Director of
Account Services, Account, Manager, Account
Coordinator, Admin Support, Billing Manager
Research - conduct message testing and campaign
resonance, includes all hard costs associated with
research.
$8,400 $75,000 $65,000 $35,000
Media Buyer, Media Director, Billing Manager
Media Buy - media planning, negotiating,
reconciling and billing; includes all mediums and
possible sponsorships
$115,500 $450,000 $518,000 $518,000
Director of Account Services, Account Manager,
Account Coordinator, Billing, Manager,
Production Manager
Account Management - task management,
meetings, reporting and billing. Includes any and
all travel to and from client meetings.
$17,798 $75,000 $45,000 $45,000
President, Subject Matter Expert, Director of
Account Services, Account, Manager, Account
Coordinator, Admin Support, Billing Manager
Strategy - overall messaging and positioning
support; includes direction for fresnocares.org
website and other activities that support the
campaign goals.
$4,200 $16,000 $16,000 $16,000
Production Manager, Director of Account
Services, Account Manager, Account, Coordinator,
Admin Support, Billing Manager
Printing & Distribution - printing and production
for materials for community distribution by
FCDBH and partners; in coordination with Access
to Services campaign.
$5,292 $25,000 $20,000 $20,000
PR / Outreach / Social Media, Director of Account
Services, Account Manager, Account Coordinator,
Billing Manager, Admin Support
Outreach - collaboration with community
partners; in coordination with Access to Services
campaign. Includes all hard costs such as PR Wire
costs.
$3,570 $15,000 $15,000 $15,000
Subject Matter Expert, Admin Support,
Copywriter, Creative Director
Copywriting - technical writing by subject matter
expert consultant; editing and approval
facilitation
$3,885 $15,000 $6,000 $6,000
Total $190,000 $800,000 $730,000 $700,000
Fresno County Department of Behavioral Health
JP Marketing - Media Communications and Advertising Services Budget