Agenda Item Wording:
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Authorize staff to conduct a citywide rebranding process, authorize staff to amend the current contract with We The Creative for brand research and development services, and appropriate $100,000 to cover the cost of the contract.
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Deadline for Action: 8/15/2022
Submitting Department: Administration
Contact Name and Phone Number: Allison Mackey, Communications Manager, 713-4535; Diane Davis, Human Resources Manager, 713-4575
Department Recommendation:
It is recommended that the Visalia City Council:
1. Appropriate an additional $25,000 to cover additional costs of completing the City of Visalia Human Resources Marketing and Branding process; and
2. Appropriate $75,000 to cover the anticipated costs of undertaking and completing the administrative portion of the City of Visalia rebranding (Citywide Rebranding); and
3. Authorize staff to utilize the services of We The Creative by amending the current contract the City of Visalia Human Resources Division currently has with the firm for a total of $150,000; and
Background Discussion:
Citywide rebranding was first proposed in 2019, with staff embarking on seeking quotes and proposals to determine approximate total cost of a potential project. Before this could be brought forward for further direction from the City Council, March 2019 brought the COVID-19 pandemic, and these efforts were halted.
With the intent to move forward once again on rebranding, on March 15, 2021, the City Council reviewed Fiscal Year 2020/2021 mid-year financial report with recommended budget appropriations, and the City began the process with the Capital Project Request of City Rebranding for $50,000 for only the Human Resources marketing and branding services. This authorization allowed City staff to plan for the rebranding and marketing of the City's HR Division, to put forth all the positive aspects of working for the City organization and living in the City of Visalia.
This rebranding would in...
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