Template revised January 10, 2019.
COMMISSION
AGENDA MEMORANDUM
Item No.
6b
ACTION ITEM
Date of Meeting
January 7, 2020
DATE: December 30, 2019
TO: Stephen P. Metruck, Executive Director
FROM: Kathy Roeder, Director of Communications
Cathy Swift, Manager Editorial and Marketing Communications
SUBJECT: IDIQ Contracts to provide creative services to the Port of Seattle
Total contract cost:
$1,000,000
ACTION REQUESTED
Request Commission authorization for the Executive Director to execute up to four indefinite
delivery, indefinite quantity contracts for creative services for a total maximum value of
$1,000,000 and a contract ordering period of three years. No funding is associated with this
authorization.
EXECUTIVE SUMMARY
Creative services, such as graphic design, digital tools, and video production, inform the public
about opportunities and activities at the Port and improve the customer experience at our
facilities. While the Port completes most of its creative work in-house, indefinite delivery,
indefinite quantity (IDIQ) contracts expand our range of capabilities with specialized services and
expand the volume of work we can produce.
IDIQ contracts provide the Port with the flexibility to meet business requirements as they arise
by issuing individual Service Directives to accomplish tasks within the general, pre-defined scope
of work on an as-needed basis for a fixed period of time and a maximum contract amount. The
funding for these service directives will come separately from either annual operating budgets
or individual project authorizations.
JUSTIFICATION
The Port relies heavily on communications materials, particularly web and digital materials,
brochures, flyers, videos, and installed materials like posters and barricades to promote
upcoming opportunities and benefits provided by the Port. New programs, expanded initiatives,
and increased construction drive increased need for current and relevant communications.
The Port particularly needs external support to expand transcreation and translation for Non-
English as a Proficient Language (NEPL) communications.
COMMISSION AGENDA – Action Item No. __6b__ Page 2 of 4
Meeting Date: January 7, 2020
Template revised June 27, 2019 (Diversity in Contracting).
All Port departments access these services and either partner with External Relations on funding
or cover the cost of creative service needs within their project budgets. The Port’s
communications team routinely partners with teams across the Port to ensure that providers
deliver high-quality materials that meet our brand guidelines.
Competitively bid IDIQ contracts are a widely used public sector contracting tool, consistent with
the Port’s General Delegation of Authority and governed by Central Procurement Office (CPO)-1
policy.
Based on current spending plans, the Port will commit all of the $600,000 authorized in the 2018
IDIQ contract by the late spring or early summer of 2020 (although projects may not be
completed until later in the year). We request Commission authorization now to ensure that the
Port maintains creative services support as the existing contract authority declines to zero.
Work completed and planned under the 2018 IDIQ contracts include items such as:
• Airport capital project and customer service promotions
• What’s Next community report
• Port-wide Combined Annual Financial Report
• Consumer-friendly landing page for www.flySEA.org
• Redesign of Connections email newsletter template
• Maritime workforce and economic impact creative content
• Promotions in support of recreational moorage
The Port will exhaust the contract authority earlier than anticipated because more departments
within the organization tapped into the IDIQ versus generating their own creative service
contracts. While this drained resources earlier than anticipated, we consider this outcome a
victory for maintaining brand consistency and streamlined procurement.
We also set the authorization amount too low to accomplish the Port’s growing communications
priorities, including expanding translation and transcreation and planning for more digital
communications tools. As a result, we are asking for a larger authorization this year.
Based on to-date expenditures, we anticipate the Port will spend $1,000,000 of the $1,000,000
authorized in the 2020 contracts by September 2023. Our request of $1,000,000 tracks our
proven spending needs and allows for an increase in utilization, out of pocket, and labor costs.
Diversity in Contracting
Our department has a strong record of hiring women and minority-owned firms and hiring firms
that partner with women and minority-owned businesses. The project team will coordinate with
the Diversity in Contracting Department to determine appropriate WMBE aspirational goals for
this project.
COMMISSION AGENDA – Action Item No. __6b__ Page 3 of 4
Meeting Date: January 7, 2020
Template revised June 27, 2019 (Diversity in Contracting).
DETAILS
This request is to execute up to four contracts; each up to $250,000 which will be awarded to the
highest ranked firms.
Scope of Work
Firms will provide high-quality creative services that inform the public, clearly communicate the
Port’s values, and improve the customer service experience. Firms will be expected to produce
marketing and communications materials by following a strategic and engaged process, which
will include attending planning meetings, developing creative briefs, and either working with
existing Port assets or starting from scratch based on the need.
Deliverables will include public information and marketing research, analysis, and materials, such
as market analysis, print or digital advertising, brochures, construction barricades, posters,
informational handouts about the Port, exhibits, promotional videos, digital tools such as
websites, applications or virtual reality/augmented reality experiences, interactive maps and
more.
Contract duration will be two years with options to extend for one additional year. No funding
is associated with this authorization.
Schedule
Upon Commission approval of this authorization, work can commence to issue a Request For
Proposal (RFP). Firms should be under contract by April 2020.
ALTERNATIVES AND IMPLICATIONS CONSIDERED
The Port could significantly expand its internal creative services team to limit reliance on outside
agencies.
Alternative 1 – Reduce contract by half and additional creative services experts to boost in-house
capabilities.
Cost Implications: $750,000 for three years.
Pros:
(1) Further develops our in-house expertise
(2) In-house services can often deliver more quickly
(3) Maintains a balance of internal and external resources
Cons:
(1) Leads to less spending on local businesses or fewer opportunities for businesses
(2) Commits Port to long-term spending on an additional FTE
COMMISSION AGENDA – Action Item No. __6b__ Page 4 of 4
Meeting Date: January 7, 2020
Template revised June 27, 2019 (Diversity in Contracting).
(3) Reduces flexibility for the Port to seek specific or unique specialties
This is not the recommended alternative.
Alternative 2 – Offer up to four graphics contracts for up to $1,000,000 for three years.
Cost Implications: $1,000,000 for three years.
Pros:
(1) Continue to benefit from external expertise and flexibility of on-call agencies
(2) More realistic anticipated spending by the Port
Cons:
(1) Budget might run out before the three years concludes, if circumstances or demands
change significantly
This is the recommended alternative.
FINANCIAL IMPLICATIONS
There is no funding request directly associated with this authorization. No work is guaranteed to
the selected consultants and the Port is not obligated to pay a selected consultant until a service
directive is executed. The budget for work performed under each agreement will come from
individual service directives authorizing the consultant to perform specific work on the contract
against approved project authorizations and within the total contract amount.
Departments individually budget for many of their own marketing needs, such as the annual
cruise brochure.
Cost Estimate/Authorization Summary
Capital
Expense
Total
COST ESTIMATE
Original estimate
$0
$1,000,000
$1,000,000
AUTHORIZATION
Current request for authorization
0
$1,000,000
$1,000,000
Total authorizations, including this request
0
$1,000,000
$1,000,000
Remaining amount to be authorized
$0
$0
$0
ATTACHMENTS TO THIS REQUEST
(1) Presentation slides
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS
July 10, 2018 -- The Commission authorized $600,000 for the Port to execute three
IDIQ contracts for graphic design services.
September 8, 2015 – The Commission authorized $870,000 for the Port to execute three IDIQ
contracts for graphic design services.
