The Corporation of the
TOWN OF MILTON
Report To:
Council
From:
Linda Leeds, Director, Corporate Services and Treasurer
Date:
May 25, 2015
Report No:
CORS-040-15
Subject:
Proposal Award 15-167 – Economic Development Marketing
and Communications Strategy
Recommendation:
THAT the Request for Proposal be awarded to Yfactor Inc.
for
the
Economic
Development
Marketing
and
Communications Strategy in the total amount of $110,000
(exclusive of HST) for Year 1;
AND THAT the Manager, Purchasing and Risk Services be
authorized to execute the contract(s), as outlined by the
purchasing by-law, and the Mayor and Clerk be authorized
to sign any other required paperwork.
EXECUTIVE SUMMARY
This report is being submitted to award the Request for Proposal for the development
and execution of a two-year Economic Development marketing and communications
strategy for the period June 1, 2015 to December 31, 2015. The contract will include
the option to renew the contract for 2016 subject to Council approval of the annual
budget.
REPORT
Background
The Town of Milton’s Economic Development office requested proposals for a
Marketing and Communications Strategy for two key initiatives: Milton This Way Up and
the Milton Education Village Innovation Centre.
The purpose of the Marketing and Communications Strategy is to meet the Economic
Development goals as set out in Destiny Milton 2 Service Area Plan by achieving the
following strategic objectives:
1. To raise Milton’s profile and promote Milton’s identity as the ideal place for
business and investment driven by way of its tremendous assets, including:
• Excellent location supported by well-developed infrastructure
• A long-term plan for growth and development of a complete community
• Young, well educated, and skilled population
The Corporation of the
TOWN OF MILTON
•
•
•
•
Report #:
CORS-040-15
Page 2 of 4
Supportive local government
Available employment land
Strategic projects such as the Milton Education Village, and Milton
Education Village Innovation Centre
A sustainable balanced growth plan
2. To increase awareness of the MEV Innovation Centre and attract new users.
3. To build a better understanding of the Milton economy within the community and
goodwill within local business so that they can become strong ambassadors for
Milton’s well development growth plan and economic advantages.
4. To attract new businesses in both traditional sectors (e.g. logistics and
manufacturing) and emerging sectors such as the knowledge-based industries.
The proponent will be expected to develop the marketing and communications
strategies focusing on promoting the Milton This Way Up messages and the MEV
Innovation Centre; develop media plans (including social media strategy, media
relations and ad campaign); deliver all materials and initiatives on time and on budget;
provide template marketing materials as requested; execute all elements of the
strategies in consultation and approval with the Economic Development team; and,
review, maintain and provide feedback and updates on initiatives.
Discussion
The Request for Proposal was issued on April 15, 2015 and advertised on the Town of
Milton, OPBA and Biddingo’s websites. Eighteen (18) Requests for Proposals were
issued and twelve (12) proposals were submitted and publicly acknowledged on May 6,
2015.
Proposals were received from the following companies:
Barrett and Welsh Inc.
Bang Creative Communications
By Design Graphics
Greening Marketing Inc.
Hybrid Ideas Inc.
Interkom Inc.
Intrigue Media Solutions Inc.
Pilot PMR
Stage 6 Media
TCP Integrated Marketing
The Brand Factory
Yfactor Inc.
The Corporation of the
TOWN OF MILTON
Report #:
CORS-040-15
Page 3 of 4
The proposals were evaluated based on the following criteria:
Evaluation Criteria
Weight
Experience developing marketing campaigns for Economic
Development
20
Experience working with municipal organizations
20
Cost structure/fees
20
Marketing skills with specialization in the creation of corporate
print publications and audio-visual materials/multi-media
20
Well-developed copywriting skills with extensive experience in
marketing and communications
15
Value-added services
5
An evaluation team with representation from the Milton Economic Development
Advisory Committee and Economic Development and Communications staff evaluated
the proposals against the established criteria and identified a short-list of three (3)
proponents that were invited to an interview. The three short-listed proponents were:
Yfactor Inc.
Hybrid Ideas Inc.
Bang Creative Communications
Staff is recommending that Yfactor Inc., the highest scoring proponent, be awarded the
contract for the Economic Development Marketing and Communications Strategy for the
period June 1, 2015 to December 31, 2015 with the option to renew the contract for
2016, subject to budget approval.
Relationship to the Strategic Plan
Responsible, Cost Effective and Accountable Local Government
Financial Impact
Report #:
CORS-040-15
Page 4 of 4
The Corporation of the
TOWN OF MILTON
Account
1120-3165
1120-3170
Description
Economic Development
Marketing Initiatives
Economic Development
Marketing Program
Budget
Actual
Variance
$64,516
$61,452
$3,064 (F)
$50,484
$50,484
$0
Funding
Source
Note: Financial impact includes any non-refundable portion of HST.
Respectfully submitted,
Linda Leeds, CPA, CGA
Director, Corporate Services and Treasurer
For questions, please contact:
For questions, please contact:
Debbie Cochrane, CPPB
Jennifer Kloet, CPA, CA
Attachments
None
CAO Approval
William Mann, MCIP, RPP, OALA, CSLA, MCIF, RPF
Chief Administrative Officer
905-878-7252 Ext. 2143
905-878-7252 Ext. 2216