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Receive an update from staff on the County’s re-branding process; Consider approving a contract with Mnemonic for County re-branding and website design strategy in an amount not to exceed $74,999 for the term of September 25, 2023 through December 31, 2024; and Delegate authority to the County Administrator to sign the contract with County Counsel concurrence
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Published Notice Required? Yes ____ No _X _
Public Hearing Required? Yes ____ No _X _
DEPARTMENTAL RECOMMENDATION:
It is recommended that the Board of Supervisors:
1. Receive an update from staff on the County’s re-branding process; and
2. Consider approving a contract with Mnemonic for County re-branding and website design strategy in an amount not to exceed $74,999 for the term of September 25, 2023 through December 31, 2024; and
3. Delegate authority to the County Administrator to sign the contract with County Counsel concurrence
SUMMARY:
Earlier this year, the Solano County Board of Supervisors gave direction to staff to proceed with updating the Solano County website platform, SolanoCounty.com, with the intent to streamline services, incorporate modern online tools and improve the overall user experience. In addition to updating the County’s website, staff is also working in tandem with the Website Executive Steering Committee to refresh the County’s brand. After an extensive interview process, the County’s Branding Committee is recommending the County enter into contract with Mnemonic, a branding and creative agency, who will work with County staff to re-imagine the County’s brand, helping to capture and promote the County’s unique identity, strengths, positive attributes and future direction across all platforms.
FINANCIAL IMPACT:
The proposed contract (Attachment A) is for a fifteen (15) month period starting September 25, 2023 to December 31, 2024. Mnemonic will conduct the re-branding work in phases and charge the County for deliverables that are agreed upon by both parties in advance. The total contract with Mnemonic shall not exceed $74,999 and is included in the FY2023/24 Adopted Budget. The costs associated with preparing the agenda item are nominal and are absorbed in the County Administrator’s FY2023/24 Working Budget.
DISCUSSION:
Prior to the website and branding refresh efforts currently underway, Solano County had developed some internal branding standards to help tell the unique story of Solano County, including the County’s Branding Standards Manual (Manual) (Attachment B). The Manual was developed internally by the County’s Public Communications Officer with concurrence by the County Administrator’s Office and distributed to department leadership in 2011. The Manual provided guidance to staff on the look and feel of the development of internal and public-facing documents, including universal standards for text, photos, typography, layout, logo placement, color pallets and templates for deliverables.
Three years later, the Solano County Board of Supervisors, at their January 14, 2014 meeting, approved an official branding standard for the County called the Graphic Identity Policy (Policy). The Policy is a set of administrative procedures that formalized the County’s approach to the branding and style of public documents (Attachment C). Developed internally by the County’s Performance Improvement Committee and managed by the County Administrator’s Office, the Policy contains guidance for staff on the placement of graphic icons, including the County Logo and County Seal. The Policy also provides recommendations on the development of stationary, business cards, letterhead, templates, typography, photos, graphics, vehicle marking and presentation slides using the County’s brand identity.
While the branding guidelines of the current Policy are still in place, they have become antiquated, and staff is recommending a refresh take place in tandem with the SolanoCounty.com website redesign. Moving forward with re-branding Solano County gives the County an opportunity to fine-tune the County’s story, tone of voice, visual direction, messaging and consistency across all platforms - all while incorporating the County’s vision, mission and values - in order to meet the ever-changing needs of Solano County residents, clients and visitors and how they access, experience and share the story that is Solano County.
After an extensive search, the County’s Branding Committee is recommending Mnemonic as the contractor to assist staff in the County’s re-branding effort. In addition to being a local Sacramento-based agency, Mnemonic has worked with several County departments in the past on messaging, branding and public outreach campaigns, including, and not limited to Public Health regarding COVID-19 and the flu, Behavioral Health regarding their Mobile Crisis Campaign and the Registrar of Voters on their Polling Places / Get Ready to Vote campaigns.
ALTERNATIVES:
The Board could choose not to approve the contract with Mnemonic for branding creative services and recommend staff look for another vendor, however, this is not recommended, as the County Branding Committee went through an extensive process to identify a contractor, and Mnemonic met all of the criteria the committee identified as essential to the success of the County re-branding and website refresh projects.
OTHER AGENCY INVOLVEMENT:
County Counsel has reviewed the draft contract and the Branding Committee will continue working with the Website Executive Steering Committee throughout the process.
CAO RECOMMENDATION:
APPROVE DEPARTMENTAL RECOMMENDATION