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HomeMy WebLinkAboutRESPONSE - RFP - P 852Proposal for Public Relations Services City of Fort Collins Fort Collins Utilities/Customer Connections Division Proposal No. P-852 Submitted by: ISIS Public Relations & Marketing, Inc. Melissa Katsimpalis, APR, Laura Sandell, APR, and Tom Hacker, MSJ July 22, 2002 8. Enlist the Fort Collins Museum, Public Libraries and Foothills Fashion Mall to "carry the message" about water conservation. The Museum could install an exhibition related to the history of water and "dry spells" in Fort Collins and Northern Colorado. The Libraries could display and promote books on water usage, rights, history, conservation, etc. Children's story hours could feature books on water and water conservation. • The mall could feature an exhibition of children's art related to water conservation. 9. Work with Colorado State University to inform students, faculty and staff about water conservation measures. • Provide regular updates and conservation tips to university faculty -staff newspaper, Collegian, KCSU, cable station. 10. Create and publicize number for automated telephone message service that features water conservation updates, water levels, etc. M Proposed Schedule of Activities Week One. 1. In-depth meeting with Customer Connections Manager to determine timeframe and mechanics of project. 2. Compile current City documentation and information re: drought conditions and water conservation in Fort Collins. 3. Review County and ELCO water levels and restrictions. 4. As appropriate, begin interviews with scientific, government and business sources who have knowledge about and/or a stake in water usage and conservation. Week Two. 5. Begin drafting PR/education campaign plan. 6. With Customer Connections Manager determine advertising budget for campaign. 7. Begin developing theme and mascot suggestions/rationale. 8. Begin and continue environmental scan. 9. Be available for consultation re: Utilities' activities to inform and monitor public re: water restrictions. Week Three -Four. 10. Finish draft plan and present to Customer Connections Manager for review. 11. Present theme and mascot ideas to Customer Connections Manager for reaction. 12. Hold in-depth meeting with Customer Connections Manager and Utilities staff to discussion revisions/additions to PR plan and theme/mascot ideas. 13. Be available for consultation re: Utilities' activities to inform and monitor public re: water restrictions. 14. Continue environmental scan. Week Five. 15. Present final PR plan to Customer Connections Manager. 16. Begin research on crisis communications plan. 17. Be available for consultation re: Utilities' activities to inform and monitor public re: water restrictions. 18. Continue environmental scan. Week Six. 19. Complete draft of crisis communications plan. 20. Present draft crisis communications plan to Customer Connections Manager. 21. Be available for consultation re: Utilities' activities to inform and monitor public re: water restrictions. 22. Continue environmental scan. Week Seven. 23. Present final crisis communications plan to Customer Connections Manager. 24. Hold in-depth meeting with Customer Connections Manager to discuss crisis communications training. 25. Be available for consultation re: Utilities' activities to inform and monitor public re: water restrictions. 26. Continue environmental scan. Ongoing. 27. Be available for consultation re: Utilities' activities to inform and monitor public re: water restrictions. 28. Continue environmental scan. 29. Be prepared to present crisis communications training. 10 ISIS Qualifications ISIS Public Relations & Marketing, Inc., is a comprehensive public relations and marketing firm that assists clients in meeting long- and short-term strategic goals and objectives. In partnership with our clients, we will work to win constituent support and/or market share through creative, informative and research -based communications, marketing and action programs. • Combined 40 years of award -winning, results -driven public relations and marketing experience. • Agency advertising and marketing know-how that has enhanced the bottom line of clients in the private and public sectors. • Working knowledge of organizational infrastructure, psychology and communication styles and methods that allow us to develop effective programs, events and communication campaigns to enhance a clients reputation and position. • Strong, ongoing relationships with public agencies, key private -sector businesses, the media. • Extensive experience in directing and conducting public relations, issues management and crisis communications for Colorado State University. • Seasoned research and journalism skills. 11 Reference Projects Southeast Mental Health Services Bob Whaley Executive Director 711 Barnes La Junta, CO 81050 719-384-5446 — ph bwhaley@semhs.org ISIS has worked closely with SEMHS to increase local awareness of the mental health center's services and build support from target agencies, such as Social Services, the police department and area school districts. In the two years ISIS has teamed with SEMHS on public relations, community relations and media relations efforts, patient load has doubled, and SEMHS has established long-lasting, mutually beneficial relationships with key partner agencies. Fort Collins Public Library Brenda Cams Executive Director 201 Peterson St. Fort Collins, CO 80524 970-221-6740 — ph BCarns@ci.fort-collins.co.us ISIS developed a public relations plan to build awareness among the Northern Colorado business community for the Fort Collins Public Library. Results of ISIS work included: development of a Business Resource Center, increased use of the library by area businesses and regular stories about the library in area media. Colorado Health Networks Steve Holsenbeck Medical Director 665 Southpointe Ct., Suite 200 Colorado Springs, CO 80906 800-804-5040 — ph steve.holsenbeck@valueoptions.com Colorado Health Networks is a public -private partnership involving eight community mental health centers that serve 90,000+ Medicaid -eligible individuals in 43 counties. ISIS worked with CHN for approximately two years, providing regular public relations support to build CHN relationships with agency partners and key individuals in state government, media relations work to build public awareness of CHN and the eight mental health centers and legislative support to help influence state policymaking efforts. 12 OPTIONS-SyCare Arnold Salazar Executive Director 609 Main St., Alamosa, CO 719-587-0899 arnolds@sycare.com SyCare, a consortium of four mental -heath centers serving 20,000 residents in Southern Colorado, turned to ISIS for assistance in developing a stronger presence in rural Colorado and among opinion leaders in key urban areas. Work included issues management, marketing materials and media relations. XY, Inc. Dr. Mervyn Jacobson CEO and President 1108 North Lemay Ave. Fort Collins, CO 80524 970-493-3113 jacobsonm@xyinc.com Since 1997, ISIS has provided round-the-clock public and media relations counseling and support to XY Inc., a local biotechnology firm. Under ISIS guidance, XY has garnered media stories worldwide announcing XY scientific breakthroughs, developed the XY web site, managed major media announcements in the United States and Europe and produced all XY marketing materials. Taste of Fort Collins Jason Ornstein Owner Team Player Productions 982 Arrow Wood Dr. Golden, CO 80401 303-777-6887 Jason 65itppevents. com ISIS provided media relations support to publicize the 6ch Taste of Fort Collins event on June 15, 2002, on the Colorado State University Oval. Using strong business relationships with area media and a well -crafted press kit, ISIS placed advance and day - of stories about the event in regional media. An estimated 20,000 people attended the event. 13 MELISSA KATSIMPALIS, APR Co -Founder, ISIS Public Relations & Marketing Creativity is key to Melissa's nearly 30 years of award -winning management and practice of public relations, marketing and higher -education administration. She applies "detail within the context of the Big Picture" when offering strategic counsel and planning within the ISIS-client relationship. Melissa's curiosity, reading and participation in such diverse fields as art, literature, cultural anthropology, science, psychology and web -based commerce provide an integrated base for developing creative branding, marketing, public relations and fundraising campaigns for clients that range from bio-tech and high-tech to behavioral health and the arts. Prior to co-founding ISIS, Melissa served for six years as chief public relations officer and cabinet -level administrator at Colorado State University, a 24,000-student premiere research university. She is credited with developing and successfully implementing the university's first -ever regionwide public/community relations program. An accredited member of the Public Relations Society of America, Melissa is the recipient of more than a dozen top national and regional awards recognizing excellence in public relations, community relations, marketing and community service. In earlier days, she served as director of communications for the University of Illinois School of Basic Medical Sciences, a technical editor of more than 100 research publications and English textbooks, award -winning advertising copywriter and free-lance writer. Melissa is an honors graduate from Northwestern University Medill School of Journalism. She is an executive board member of the Fort Collins Public Library Trust on the boards of CARE Housing and Fort Collins Museum of Contemporary Art. She also provides volunteer public -relations support to Crossroads Shelter for Battered Women, Arts Alive, FirstCall-Service Net and the Fort Collins Lincoln Center for the Performing Arts. Players. 14 LAURA L. SANDELL, APR Co -Founder, ISIS Public Relations & Marketing A committed team player who brings nearly 20 years of public -relations knowledge and a robust sense of fun to her day, Laura relishes the challenge and variety of client work. Since 1986, Laura has received 11 top state and national awards that recognize excellence in public relations. Laura combines solid strategic planning and a strong attention to detail to ensure ISIS clients attain their public -relations, media -relations or marketing goals. Prior to co-founding ISIS, Laura served as Manager of Public and Media Relations at Colorado State University. At Colorado State, Laura led a 14-member staff that provided complete public- and media -relations services to 57 departments. She directed the university's first full-scale marketing campaign designed to increase statewide awareness of university programs. In addition, Laura provided daily counsel to top officials on media relations and issues management and coordinated targeted special events for groups ranging in size from four to 4,000. Laura is committed to her community. She is a board member for Fort Collins -based Educo, an outdoor -education program. She also has provided volunteer public -relations counsel to the Fort Collins Chamber of Commerce, Arts Alive of Fort Collins, Crossroads Safehouse for Battered Women and Children, United Way of Fort Collins, Poudre School District, the Fort Collins Economic Development Corporation and the American Red Cross. She is a regular volunteer for the Larimer County Humane Society. An credited member of the Public Relations Society of America, Laura was named 1998 National Professional Advisor of the Year for the Public Relations Student Society of America. She is a graduate of Colorado State University's Department of Technical Journalism. 15 TOM HACKER, MSJ Senior Executive, ISIS Public Relations & Marketing Tom Hacker, senior executive at ISIS, is well regarded throughout the region for his strong business sense and deep understanding of regional issues and trends. He brings to ISIS nearly 20 years of journalism and business experience, having served in key editorial or management positions for the Northern Colorado Business Report, Fort Collins Coloradoan and several other papers throughout the nation. At ISIS, Hacker plays a key role in winning constituent support and/or market share for clients through creative, informative and research -based communications, marketing and action programs. Throughout his career, Hacker has won numerous state and national journalism awards, including a Gold Award for Investigative Reporting from the Association of Area Business Publications, a bronze award for Best Recurring Feature from AABP, a second -place award for investigative reporting from the Colorado chapter of the Society of Professional Journalists and a Best of Gannett award in 1994 for a series of stories in the Burlington Free Press in Vermont. During his tenure as editor of the Northern Colorado Business Report, the paper received a Silver Medal from the Association of Area Business Publications as the No. 2 regional business publication in the United States and top honors for editorial writing in from the Colorado chapter of the Society of Professional Journalists. Hacker holds a bachelor's degree in journalism from the University of New Mexico and a master's degree in journalism from Columbia University. He taught journalism classes at the University of Wyoming as a full-time faculty member for four years and as an adjunct faculty member of journalism departments at Colorado State University and St. Michael's College in Colchester, Vt. 16 Proposed Consulting Team and Service Rate Schedule Team Member Service Rate Schedule (Hourly Rate) Melissa Katsimpalis, APR Co -Founder No hourly rate; work on project or retainer basis ISIS Public Relations & Marketing, Inc. only. Laura Sandell, APR Co -Founder No hourly rate; work on project or retainer basis ISIS Public Relations & Marketing, Inc. only. Tom Hacker, MSJ Senior Executive No hourly rate; work on project or retainer basis ISIS Public Relations & Marketing, Inc. only. Denise Peterson Administrative assistant/researcher No hourly rate; work on project or retainer basis ISIS Public Relations & Marketing, Inc. only. Proposed Range of Project Cost • Proposed ISIS fee to create comprehensive PR/education plan, provide consultation on implementation and create a crisis communications plan for Fort Collins Utilities: Proposed fee range: $45,000 - $63,000* In the interest of the public good, ISIS will discount the proposed fee range by 10%. Discounted fee range: $40,500 - $56,700* *Fee does not include such hard costs as: • long-distance telephone calls • cellular -telephone calls • faxes • copies • postage • advertising buys • materials production • Fed -Ex or other overnight delivery services • courier services • mileage • meals • hotels or other travel costs associated with work performed. 17 Ongoing Public Relations Services Generalized Scope of Services ISIS Public Relations & Marketing offers a strong history of offering project -by -project or "as -needed" public relations support. Together with clients, the ISIS team works to design solutions that respond to organizational needs through: • Public Relations Counseling and Issues Management Conducting strategy sessions to develop cohesive, focused internal and external PR and fundraising campaigns; training spokespersons; working -with -the -media seminars; issues monitoring, reporting and counseling; developing position papers and background materials; organizing neighborhood meetings. • Media Relations Maintaining strong, established relations with print and broadcast reporters and editors throughout the region; writing and distributing press releases, op-ed materials and public service announcements; coordinating press conferences; arranging editorial -board meetings, interviews with reporters, talk -show appearances and media events to generate coverage; producing video news releases. • Communications/Marketing Campaigns Developing and implementing corporate identity, branding, graphic identity, fundraising and advertising campaigns. • Advertising Creating and implementing campaigns, writing ad copy and coordinating media buys. • Event Planning Planning and coordinating community/neighborhood events, luncheons, open houses, dedications, concerts, celebrity appearances and speakers. • Special Writing and Editing Projects Creating brochures, direct -mail pieces, letters, annual reports and other materials. • Market Research Conducting focus groups, producing written and/or telephone surveys and gathering demographics (of target market and competitors). Analyzing survey results and producing complete reports. • Audio -Visual Producing broadcast quality, beta or digital -format promotional, educational and informational videos for programs or products; creating PowerPoint presentations. • Speechwriting Writing acceptance speeches, congratulatory speeches, keynote addresses. • Web Site Construction & Marketing Developing informative, user-friendly web sites to promote organization, product or service. Proposal Introduction Situation Analysis While drought cycles are natural occurrences in northern Colorado, effects of the current cycle — deeper, longer and drier than prior events — will challenge our population to respond in like measure. Climatologists and hydrologists say the precipitation shortfalls and surface stream flows for 2002 are the lowest in recorded history. The six-month period between December 2001 and May 2002 was the driest in 107 years of record keeping, and precipitation during the current summer has remained at historic low levels. Thus, it is hard to overstate the magnitude of this drought scenario. Although we live in a semi -arid climate, development of large-scale water projects in the past half century has altered the way we perceive our environment. Projects like the Colorado -Big Thompson water diversion, and refinements to the ways Poudre River water is distributed, have allowed for vast expanses of green parkland, golf courses and lush landscaping for residences and businesses. Management of water sources and development of distribution systems have meant that the supply/demand balance has been maintained even as the Fort Collins population has soared since the C-BT project was completed in the early 1950s. Historically, water conservation has not been an issue that the people of Fort Collins have had to consider. That has changed this summer. Mandatory water restrictions, enacted by the Fort Collins Council July 16, mark the beginning of a campaign to conserve water that will carry over into 2003, at the very least. With notice from the Northern Colorado Water Conservancy District that the C-BT quota for Fort Collins will be 30 percent to 50 percent of normal during 2003, the continuing need for conservation efforts is apparent. Key Campaign Constituents A successful public relations campaign will engage the people of Fort Collins in a collective effort to cut water use as required to bring dropping supply and rising demand into balance as drought conditions persist. In so doing, this proposal assumes the following key constituents will become involved: • Residential and business water users within the City of Fort Collins • City officials and department heads charged with water management • Prominent employers and large commercial water users • Key leaders and decision -makers • Students and teachers in the Poudre School District • Members of existing conservation groups whose voices carry authority • The residential and commercial real-estate development communities • Print and broadcast media serving the community Summary of Experience Providing As -Needed Services EverStraightTm Hanging System Jeff Putt President 204 Walnut St. Fort Collins, CO 80524 970-482-3178 — ph jo o everstraight.com In just a few short months, ISIS assisted the EverStraightTm team with an overall public - and media -relations strategy to build national awareness of the product among target markets. ISIS created a detailed and fun -to -read press kit that resulted in national stories about EverStraightTM in the Washington Post, Rocky Mountain News, Good Housekeeping and other high -circulation publications, communications assistance that helped get the product featured on Home Shopping Network and general public -relations support to help the EverStraightM team launch the product. Taste of Fort Collins Jason Ornstein Owner Team Player Productions 982 Arrow Wood Dr. Golden, CO 80401 303-777-6887 iason (a)tgpevents. com ISIS provided media relations support to publicize the 6`h Taste of Fort Collins event on June 15, 2002 on the Colorado State University Oval. Using strong business relationships with area media and a well -crafted press kit, ISIS placed advance and day - of stories about the event in regional media. An estimated 20,000 people attended the event. Hach Company Note: The Hach management team has changed since ISIS worked with the company. www.hach.com A year before being bought -out by Danaher Corp., top Hach administrators asked ISIS to develop a comprehensive communication plan to ensure the company was prepared in the event of a crisis. ISIS worked closely with key Hach officials and employee teams to develop a detailed, information -rich plan that provides appropriate corporate responses to a variety of different catastrophes — whether the crisis is caused by Mother Nature, changing market conditions, employee concerns and more. Genetic Technologies Ltd. Dr. Mervyn Jacobson CEO Melbourne, Australia 970-310-3857 — world cell On an as -needed basis, ISIS provides comprehensive public -relations support to GTG — counsel on pertinent customer and investor issues; development of press releases, PowerPoint presentations, written materials; and media relations support. Colorado State University Denver Center Jean Morgenweck Executive Director Spruce Hall Fort Collins, CO 80523 303-623-2526 jorgenweck@learn.colostate.edu Periodically ISIS provides research support that allows the Denver Center to determine potential new educational markets to pursue in the Denver Metro area. ISIS has conducted scientifically valid studies to determine future educational needs in the following fields: information technology, horticulture, landscape architecture and global positioning (mapping). National Technological University Dr. Gerry Johnson Former Vice President 970-493-4480 — home phone Several times, ISIS provided public relations support to particular National Technological University programs — such as the master's degree in Management of Technology. To ensure broad exposure of the programs to a wide audience, ISIS designed and produced marketing materials (brochures, handouts, information packets), full -page ads and press releases that appeared in targeted educational publications. Proposed Consulting Team and Service Rate Schedule Minimum project fee: $2,000.00 Team Member Service Rate Schedule (Hourly Rate) Melissa Katsimpalis, APR Co -Founder No hourly rate; work on project or retainer basis only. ISIS Public Relations & Marketing, Inc. Laura Sandell, APR Co -Founder No hourly rate; work on project or retainer basis only. ISIS Public Relations & Marketing, Inc. Tom Hacker, MSJ Senior Executive No hourly rate; work on project or retainer basis only. ISIS Public Relations & Marketing, Inc. Denise Peterson Administrative assistant/researcher No hourly rate; work on project or retainer basis only. ISIS Public Relations & Marketing, Inc. Focus of Proposal This proposal outlines an integrated communication approach to be implemented immediately in response to immediate need and on a continuing basis during the coming months, possibly years. Generally, the campaign will create awareness of the problem, educate key constituents about its nature, call them to action to participate in solutions and establish "ownership" of the problem and solutions by all constituents. Broad, rather than detailed, communication strategies are identified in this proposal. At the next stage of the proposal process — formal presentation — ISIS Public Relations & Marketing, Inc. will describe in detail specific strategies that will, at each stage of engagement, bring constituents together in ways that meet the campaign goal. That goal, as the request for proposal states, is a measurable decrease in water consumption within the City of Fort Collins, sufficient to maintain water supply/demand balance. Stages of Engagement 1. Awareness Creating a citywide sense of urgency is the key to initiating a successful, long-term campaign. All constituents must become aware that the drought conditions are real, that they are likely to persist, and that solutions will require their action. 2. Education Once aware of the problem, constituents will naturally develop an appetite for specific information about its nature. Relying on the best information available from the most authoritative sources, the campaign will blanket the population with information that is clear, understandable and useful. A successful education campaign will use all available media to convey this information to constituents, within the context of key messages that will serve as the campaign's core. 3. Ownership Awareness and education provide the basis for the next stage — showing constituents that they have ownership of the problem -solving process, and can take pride in participating in it. The successful campaign will shape messages that empower the people of Fort Collins in finding solutions to meet a common community challenge. Advocacy Armies need leaders, and the campaign will enlist key figures in Fort Collins who will serve as advocates for the philosophy that drives water conservation policy. Leadership must come from as broad a base as possible, including city officials, business leaders, scientists, conservation groups, educators, student leaders and media. 2 Consulting and Research Approach ISIS Public Relations & Marketing, Inc., is uniquely qualified to undertake the research tasks required for the design and implementation of a campaign that will achieve the desired results. We've done our homework: Members of the ISIS team already have a sound understanding of the water -conservation issue, the cyclical nature of drought in Colorado and the history of water rights and use in our state. We are very familiar with information sources that will bring the education/PR campaign into sharp focus. In other words, the ISIS team will be on top of the learning curve going into the project, given the broad scientific and technical background team members collectively have. Information will be king in creating a public relations campaign to build broad support for and participation in water conservation programs --and to foster confidence in Fort Collins Utilities to manage current and anticipated shortages. Information will come from the following sources: The Scientific Community Fort Collins is blessed with rich sources of expertise in climate and water issues. Colorado State University is home to the Colorado Climate Center, an arm of the Department of Atmospheric Science and the state's most authoritative independent source of drought information. Nolan Doeskin, assistant state climatologist and research associate at the center, is among the most respected voices on drought issues in the western United States. He and his colleagues at CSU will provide the kind of independent, scientific analysis that will bolster awareness at the campaign's onset, and contribute to the education component that follows. Additionally, CSU's College of Engineering is home to one of the nation's most highly regarded programs in hydrology — the study of surface water resources. The Colorado Water Resources Research Institute, a division of CSU's Civil Engineering Department, and the Water Center, also affiliated with Civil Engineering, offer vast information resources, many of them specific to the current drought. Government Sources Political structures created to manage water supplies offer valuable sources of information that can contribute to awareness and education. The Northern Colorado Water Conservancy District, the public agency created in 1937 to build the Colorado -Big Thompson Project that serves water needs for seven northeastern counties, including our own, is the official regional clearinghouse for water supply information. The district already has implemented a public awareness campaign, "Every Drop Counts," and the city's public relations effort should dovetail with the region -wide program. The Colorado Water Conservation Board, another state agency created in 1937 to "conserve, develop, protect and manage Colorado's water for present and future generations," also offers a source of drought -related information that can come to bear in the campaign. As well, the city's campaign should work in tandem with county and ELCO conservation awareness activities. The Business Community "Ownership" of the city's water conservation program can and should extend to the city's business community and, likewise, a successful public relations campaign to support conservation measures should draw on business expertise. For example, several nurseries in the city specialize in consulting on plantings and landscapes such as xeriscapes — that reduce water consumption. While the city offers a wide range of expertise on xeriscaping and other conservation tools, the campaign will offer an opportunity to include business "partners" in the conservation movement and add their experience, knowledge and endorsement to the mix. "External" Information Sources Other communities in other states have designed and implemented public relations programs that have successfully engaged community constituencies in water conservation efforts during drought periods. Via the Internet and one-on-one interviews, ISIS will analyze the structure of recent successful programs in California, Florida and New Jersey with an eye toward identifying and implementing strategies that have proven effective in those locations. Conservation Interest Groups Non-profit organizations, both locally and nationally, have conducted research into solution -oriented resource conservation programs. It is the mission of most of these groups to share the results of that research. ISIS will draw from that body of work to find ingredients that could be appropriately put to work in a Fort Collins conservation campaign. Fort Collins Utilities Drought Response Plan ISIS will review the Drought Response Plan to ensure all public relations/education activities proposed in the campaign support the strategies and intent of the Drought Response Plan. (NOTE: Members of the ISIS team already are familiar with many of the information sources listed above and, in fact, have consulted with some of them in the process of formulating this proposal. Our long-standing and continuing relationships with information sources, particularly those in the scientific and government communities, give ISIS the advantage of being able to assemble needed information quickly.) 0 Scope of Services The following items reflect the required deliverables (development of written plan for the PR campaign, ongoing consultation, crisis communications plan) --as well as a set of strategies ISIS believes will underscore the success of the campaign. The Hirst three items are required via the RFP. Items 4-8 are strategies ISIS can help Fort Collins Utilities initiate and achieve. 1. Develop a written plan that will guide implementation of a comprehensive public relations/education campaign —targeted to residential and commercial customers --to build awareness, ownership and advocacy on behalf of citywide water -conservation practices during the current drought —and beyond. • Plan to include: overall goals, objectives, strategies, time frame, budget and evaluation measures of campaign. • Plan specifically to include: • communications strategy (key messages, general print and broadcast advertising schedule and budget; direct mail campaign elements and schedule; listing of proposed marketing and educational materials to support campaign) • media -relations strategy (press releases, PSA's, opinion -pieces, editorial board meetings, media briefings, tips from water users, standing column on water levels, series on history of water/conservation in Fort Collins, etc.) • special -event strategy (mascot for Fort Collins Utilities water -conservation campaign to participate in community events, parades, school assemblies, etc.) • partnership strategy (partner with select businesses—e.g., nurseries, turf growers, local beer brewers --that have a stake in water and its conservation and can help "carry" the message; resident -involvement program to engender sense of community"ownership" and participation--e.g., buttons, yard signs, etc.) 2. Provide ongoing consultation during implementation of plan. At the beginning of the project, ISIS will meet with the Customer Connections Manager (Utilities project manager) and the Fort Collins Utility staff to get an in- depth understanding of: current and projected water -use constraints; communication strategies employed to date by Utilities; work -flow procedures; roles and responsibilities within Utilities and between Utilities and the agency; potential roadblocks to success of the campaign, etc. • Once the PR plan is drafted —and approved by the Customer Connections Manager--ISIS will advise, on an ongoing basis, the Manager and appropriate staff how to efficiently and cost effectively implement the PR campaign. • ISIS will help the Customer Connections Manager seek out private funds to support components of the campaign, as appropriate, and make suggestions on potential cost -sharing strategies with key stakeholders. • ISIS recommends and will participate in frequent, regularly scheduled meetings with the Customer Connections Manager and Utilities staff to assess progress of the campaign. • ISIS will conduct an ongoing environmental scan (news coverage, community responses —positive and negative --opinion leaders' statements, etc.) to gauge how the water users perceive the campaign and Fort Collins Utilities' effectiveness in managing the City's water supply. ISIS will regularly pass along information, impressions, perceptions that have bearing on campaign effectiveness. If campaign -related issues arise, ISIS will provide immediate counsel and advice on how to manage them. • ISIS is available 24/7 via meetings, email, and business and cell phones to provide guidance, answer questions, make suggestions for improvement and deal with opportunities or obstacles. 3. Develop a crisis communications plan. ISIS will research and become familiar with the City's current crisis communications plan and any such plan Utilities currently follows. • ISIS, through interview and discussion with Utilities' Deputy Manager and Customer Connections Manager, will determine all key players during management of a crisis. • ISIS will develop a phone tree of key players in a crisis. • ISIS will develop a written crisis communications plan that includes • Detailed steps to follow in managing a crisis at its initial, ongoing and follow- up stages. • Identification of key spokesperson(s). • Key initial response messages based on type of crisis. • Phone tree contact information with alternative methods of communication, it phones go down. • List of City and community decision -makers who need to be regularly informed during a crisis. • On- and off -site locations for crisis communications headquarters and media briefing area. • Elements needed to stock a crisis communications headquarters and media briefing center. • Updated media lists. • Check lists and logs for tracking communications during crisis. • Suggested schedule and plan for annual review and testing of crisis communications plan. ISIS highly recommends the following strategies or modifications thereof to ensure a successful immediate campaign (3-6 months) and a continuation of initial campaign into 2003 and beyond, as necessary. 4. Create a theme -oriented campaign whose message could be displayed: on bus benches, billboards, TransFort buses and booths at Fort Collins festivals, concerts and special events; through print and broadcast advertising; in marketing materials. The theme must be simple, direct and lasting. It needs to be as memorable as "Only You Can Prevent Forest Fires." It needs to appeal to all ages and all water users. 5. Create a mascot for campaign. The campaign needs to have a "face" placed on it, so "water conservation" messages are not only heard but received with a "let's do it together' attitude. A mascot personifies a message, becomes a visual symbol for the message and can serve as a spokesperson for the campaign. The mascot must be viewed as credible —not silly, reflect the well-educated sophistication of Fort Collins as a whole and appeal to all ages. 6. Enlist Poudre School District in water -conservation education process. • Immediate awareness and long-lasting action are key to water conservation in our high -plains desert location. • Involving youth in water conservation will educate them as current and on -going water consumers. Their participation in campaign activities also will get their parents and other adults involved. (e.g., youth -created posters on water conservation that local businesses would display; Coloradoan All Stars with a twist; each selected "All Star' offers a way to save water.) • Work immediately with district curriculum coordinators to discuss development of drought -related lesson plans. • Co -host conservation fair with school district. • Make use of District's cable channel for airing messages and programs on water conservation. 7. Host "Water Summit" for commercial users —team with Northern Colorado Business Report. • Bring together large commercial users for briefing on current water levels, costs, City's management plan (unveil the "public" components of the Drought Response Plan), etc. Have someone from the commercial sector that practices conservation speak. • The summit will present Fort Collins Utilities as a pro -active player in keeping key commercial entities informed about the current and future water situation. • Summit offers strong news value. • Opportunity to record summit and air on City cable channel.