HomeMy WebLinkAboutDeepBlue 2010-05-15FA-
AGREEMENT FOR
PROFESSIONAL CONSULTING SERVICES
This Agreement, made and entered into this 45~AA day of ,R 2010 ("Effective
Date"), by and between CITY OF UKIAH, CALIFORNIA, hereinafter re erred to as "City" and
DeepBlue, a acs/i4~~t~;c~ [sole proprietorship, corporation, partnership, limited partnership, limited liability company,
etc.] organized and in good standing under the laws of the state of 6,4 , hereinafter
referred to as "Consultant".
RECITALS
This Agreement is predicated on the following facts:
a. City requires consulting services related to redesign the City's current Internet web site
to improve usability and appeal.
b. Consultant represents that it has the qualifications, skills, experience and properly
licensed to provide these services, and is willing to provide them according to the terms
of this Agreement.
C. City and Consultant agree upon the Scope-of-Work and Work Schedule attached hereto
as Attachment "A", describing contract provisions for the project and setting forth the
completion dates for the various services to be provided pursuant to this Agreement.
TERMS OF AGREEMENT
1.0 DESCRIPTION OF PROJECT
1.1 The Project is described in detail in the attached Scope-of-Work (Attachment "A").
2.0 SCOPE OF SERVICES
2.1 As set forth in Attachment "A".
2.2. Additional Services. Additional services, if any, shall only proceed upon written
agreement between City and Consultant. The written Agreement shall be in the form of
an Amendment to this Agreement.
3.0 CONDUCT OF WORK
3.1 Time of Completion. Consultant shall commence performance of services as required
by the Scope-of-Work and shall complete such services within 120 days from the date
this agreement has been entered into. Consultant shall complete the work to the City's
reasonable satisfaction, even if contract disputes arise or Consultant contends it is
entitled to further compensation.
4.0 COMPENSATION FOR SERVICES
4.1 Basis for Compensation. For the performance of the professional services of this
Agreement, Consultant shall be compensated on a time and expense basis not to
exceed a guaranteed maximum dollar amount of $24,510.00. Labor charges shall be
based upon hourly billing rates for the various classifications of personnel employed by
Std-ProfSvcsAgreement- November 20, 2008
PAGE 1 OF 7
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Consultant to perform the Scope of Work as set forth in the attached Attachment B,
which shall include all indirect costs and expenses of every kind or nature, except direct
expenses. The direct expenses and the fees to be charged for same shall be as set
forth in Attachment B. Consultant shall complete the Scope of Work for the not-to-
exceed guaranteed maximum, even if actual time and expenses exceed that amount.
4.2 Changes. Should changes in compensation be required because of changes to the
Scope-of-Work of this Agreement, the parties shall agree in writing to any changes in
compensation. "Changes to the Scope-of-Work" means different activities than those
described in Attachment "A" and not additional time to complete those activities than the
parties anticipated on the date they entered this Agreement.
4.3 Sub-contractor Payment. The use of sub-consultants or other services to perform a
portion of the work of this Agreement shall be approved by City prior to commencement
of work. The cost of sub-consultants shall be included within guaranteed not-to-exceed
amount set forth in Section 4.1.
4.4 Terms of Payment. Payment to Consultant for. services rendered in accordance with this
contract shall be based upon submission of monthly invoices for the work satisfactorily
performed prior to the date of the invoice less any amount already paid to Consultant,
which amounts shall be due and payable thirty (30) days after receipt by City. The
invoices shall provide a description of each item of work performed, the time expended
to perform each task, the fees charged for that task, and the direct expenses incurred
and billed for. Invoices shall be accompanied by documentation sufficient to enable City
to determine progress made and to support the expenses claimed.
5.0 ASSURANCES OF CONSULTANT
5.1 Independent Contractor. Consultant is an independent contractor and is solely
responsible for its acts or omissions. Consultant (including its agents, servants, and
employees) is not the City's agent, employee, or representative for any purpose.
It is the express intention of the parties hereto that Consultant is an independent
contractor and not an employee, joint venturer, or partner of City for any purpose
whatsoever. City shall have no right to, and shall not control the manner or prescribe the
method of accomplishing those services contracted to and performed by Consultant
under this Agreement, and the general public and all governmental agencies regulating
such activity shall be so informed.
Those provisions of this Agreement that reserve ultimate authority in City have been
inserted solely to achieve compliance with federal and state laws, rules, regulations, and
interpretations thereof. No such provisions and no other provisions of this Agreement
shall be interpreted or construed as creating or establishing the relationship of employer
and employee between Consultant and City.
Consultant shall pay all estimated and actual federal and state income and self-
employment taxes that are due the state and federal government and shall furnish and
pay worker's compensation insurance, unemployment insurance and any other benefits
required by law for himself and his employees, if any. Consultant agrees to indemnify
and hold City and its officers, agents and employees harmless from and against any
claims or demands by federal, state or local government agencies for any such taxes or
benefits due but not paid by Consultant, including the legal costs associated with
defending against any audit, claim, demand or law suit.
Std - ProfSvesAgreement- November 20, 2008
PAGE20F7
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Consultant warrants and represents that it is a properly licensed professional or
professional organization with a substantial investment in its business and that it
maintains its own offices and staff which it will use in performing under this Agreement.
5.2 Conflict of Interest. Consultant understands that its professional responsibility is solely
to City. Consultant has no interest and will not acquire any direct or indirect interest that
would conflict with its performance of the Agreement. Consultant shall not in the
performance of this Agreement employ a person having such an interest. If the City
Manager determines that the Consultant has a disclosure obligation under the City's
local conflict of interest code, the Consultant shall file the required disclosure form with
the City Clerk within 10 days of being notified of the City Manager's determination.
6.0 INDEMNIFICATION
6.1 Insurance Liability. Without limiting Consultant's obligations arising under Paragraph 6.2
Consultant shall not begin work under this Agreement until it procures and maintains for
the full period of time allowed by law, surviving the termination of this Agreement
insurance against claims for injuries to persons or damages to property, which may arise
from or in connection with its performance under this Agreement.
A. Minimum Scope of Insurance
Coverage shall be at least as broad as:
Insurance Services Office ("ISO) Commercial General Liability Coverage
Form No. CG 20 10 10 01 and Commercial General Liability Coverage -
Completed Operations Form No. CG 20 37 10 01.
navy a l+o" or Code Q 9 if no AWMAd aUto° aRd ender-semeRt CA 0026
4. WoFker's Gernnensation Ins rranne as reg sired by the 1 abor rode of the
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B. Minimum Limits of Insurance
Consultant shall maintain limits no less than $1,000,000 per occurrence for
bodily injury and property damage, and an aggregate limit of $2,000,000. Insurance must be
written on an occurrence basis.
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PAGE 3 OF 7
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C. Deductibles and Self-Insured Retentions
Any deductibles or self-insured retentions must be declared to and approved by
the City. The City may require:
1. The insurer to reduce or eliminate such deductibles or self-insured
retentions with respect to the City, its officers, officials, employees and
volunteers; or
2. The Consultant to provide a financial guarantee satisfactory to the City
guaranteeing payment of losses and related investigations, claim administration
and defense expenses; or
3. The City approve the deductible without a guarantee.
D. Other Insurance Provisions
The policies are to contain, or be endorsed to contain, the following provisions:
1 • GeneFal 1 mabili+v °nc All+omohile Liability G
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Std - ProtSvcsAgreement- November 20, 2008
PAGE 4 OF 7
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2. Worker's Compensation and Employers Liability Coverage
The insurer shall agree to waive all rights of subrogation against the City,
its officers, officials, employees and volunteers for losses arising from
Consultant's performance of the work, pursuant to this Agreement.
3. Prefesson-A-M Liability Coy
if wFutt n on nlaim°_made - basis, the retr-ean}ivity date shall be thee
effeS+t, - date of this Agreement. The-P910GY period shall extend ftern
to
4. All Coverages
Each Insurance policy required by this clause shall be endorsed to state
that coverage shall not be suspended, voided, canceled by either party,
reduced in coverage or in limits except after thirty (30) days prior written
notice by certified mail, return receipt requested, has been given to the
City.
E. Acceptability of Insurers
Insurance is to be placed with admitted California insurers with an A.M. Best's
rating of no less than A- for financial strength, AA for long-term credit rating and
AMB-1 for short-term credit rating.
F. Verification of Coverage
Consultant shall furnish the City with Certificates of Insurance and with original
Endorsements effecting coverage required by this Agreement. The Certificates
and Endorsements for each insurance policy are to be signed by a person
authorized by that insurer to bind coverage on its behalf. The Certificates and
Endorsements are to be on forms provided or approved by the City. Where by
statute, the City's Workers' Compensation - related forms cannot be used,
equivalent forms approved by the Insurance Commissioner are to be substituted.
All Certificates and Endorsements are to be received and approved by the City
before Consultant begins the work of this Agreement. The City reserves the right
to require complete, certified copies of all required insurance policies, at any
time. If Consultant fails to provide the coverages required herein, the City shall
have the right, but not the obligation, to purchase any or all of them. In that
event, the cost of insurance becomes part of the compensation due the
contractor after notice to Consultant that City has paid the premium.
G. Subcontractors
Consultant shall include all subcontractors or sub-consultants as insured under
its policies or shall furnish separate certificates and endorsements for each sub-
contractor or sub-consultant. All coverage for sub-contractors or sub-consultants
shall be subject to all insurance requirements set forth in this Paragraph 6.1.
6.2 Indemnification. Notwithstanding the foregoing insurance requirements, and in addition
thereto, Consultant agrees, for the full period of time allowed by law, surviving the
Std - ProtSvcsAgreement- November 20, 2008
PAGE 5 OF 7
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termination of this Agreement, to indemnify the City for any claim, cost or liability that
arises out of, or pertains to, or relates to any negligent act or omission or the willful
misconduct of Consultant in the performance of services under this contract by
Consultant, but this indemnity does not apply to liability for damages for death or bodily
injury to persons, injury to property, or other loss, arising from the sole negligence, willful
misconduct or defects in design by the City, or arising from the active negligence of the
City.
"Indemnify," as used herein includes the expenses of defending against a claim and the
payment of any settlement or judgment arising out of the claim. Defense costs include
all costs associated with defending the claim, including, but not limited to, the fees of
attorneys, investigators, consultants, experts and expert witnesses, and litigation
expenses.
References in this paragraph to City or Consultant, include their officers, employees,
agents, and subcontractors.
7.0 CONTRACT PROVISIONS
7.1 Ownership of Work. All documents furnished to Consultant by City and all documents or
reports and supportive data prepared by Consultant under this Agreement are owned
and become the property of the City upon their creation and shall be given to City
immediately upon demand and at the completion of Consultant's services at no
additional cost to City. Deliverables are identified in the Scope-of-Work, Attachment "A".
All documents produced by Consultant shall be furnished to City in digital format and
hardcopy. Consultant shall produce the digital format, using software and media
approved by City.
7.2 Governing Law. Consultant shall comply with the laws and regulations of the United
States, the State of California, and all local governments having jurisdiction over this
Agreement. The interpretation and enforcement of this Agreement shall be governed by
California law and any action arising under or in connection with this Agreement must be
filed in a Court of competent jurisdiction in Mendocino County.
7.3 Entire Agreement. This Agreement plus its Attachment(s) and executed Amendments
set forth the entire understanding between the parties.
7.4 Severability. If any term of this Agreement is held invalid by a court of competent
jurisdiction, the remainder of this Agreement shall remain in effect.
7.5 Modification. No modification of this Agreement is valid unless made with the agreement
of both parties in writing.
7.6 Assignment. Consultant's services are considered unique and personal. Consultant
shall not assign, transfer, or sub-contract its interest or obligation under all or any portion
of this Agreement without City's prior written consent.
7.7 Waiver. No waiver of a breach of any covenant, term, or condition of this Agreement
shall be a waiver of any other or subsequent breach of the same or any other covenant,
term or condition or a waiver of the covenant, term or condition itself.
7.8 Termination. This Agreement may only be terminated by either party: 1) for breach of
the Agreement; 2) because funds are no longer available to pay Consultant for services
Std - ProfSvesAgreement- November 20, 2008
PAGE 6 OF 7
provided under this Agreement; or 3) City has abandoned and does not wish to complete
the project for which Consultant was retained. A party shall notify the other party of any
alleged breach of the Agreement and of the action required to cure the breach. If the
breaching party fails to cure the breach within the time specified in the notice, the
contract shall be terminated as of that time. If terminated for lack of funds or
abandonment of the project, the contract shall terminate on the date notice of
termination is given to Consultant. City shall pay the Consultant only for services
performed and expenses incurred as of the effective termination date. In such event, as
a condition to payment, Consultant shall provide to City all finished or unfinished
documents, data, studies, surveys, drawings, maps, models, photographs and reports
prepared by the Consultant under this Agreement. Consultant shall be entitled to
receive just and equitable compensation for any work satisfactorily completed
hereunder, subject to off-set for any direct or consequential damages City may incur as
a result of Consultant's breach of contract.
7.9 Duplicate Originals. This Agreement may be executed in duplicate originals, each
bearing the original signature of the parties. When so signed, each such document shall
be admissible in administrative or judicial proceedings as proof of the terms of the
Agreement between the parties.
8.0 NOTICES
Any notice given under this Agreement shall be in writing and deemed given when
personally delivered or deposited in the mail (certified or registered) addressed to the
parties as follows:
CITY OF UKIAH DEEPBLUE
ATTN: SAGE SANGIACOMO ATTN: FRANK FERRIS
300 SEMINARY AVENUE 5901A PEACHTREE-DUNWOODY RD., STE 220
UKIAH, CALIFORNIA 95482-5400 ATLANTA, GA 30328
9.0 SIGNATURES
IN WITNESS WHEREOF, the parties have executed this Agreement the Effective Date:
c
CONSULTAN
BY:
gn~ ~"~/rt S
PRI T NAME:
9-162~f 7ct 2G~
IRS IDN Number
5 /1 ' r
Date
CITY OF UKIAH
5 y l
BY:
~ P A
TY MANAGER Date
7
Date
Std - ProtSvesAgreement- November 20, 2008
PAGE 7 OF 7
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ATTACHMENT "A"- SCOPE OF WORK
Page I of 9
Proiect Goal
The City's goal is a user-friendly web site that presents an accurate and informative image of Ukiah's
government, City services, cultural resources, and attractions; links users to other relevant web sites; and
serves as a marketing asset. The target populations for the City web site are various and include current
and prospective residents and businesses; visitors; developers; outside vendors/contractors; internal City
staff; other governmental entities; partner agencies and non-profits; and prospective City donors.
The re-designed site will provide a more comprehensive overview and access to City services most often
used by visitors to the web site. Improved functionality will assist various user audiences to meet their
objectives quickly and directly. The City also will seek assistance in identifying appropriate
placement/configuration of content as informational, interactive, and/or transactional.
The Proiect
The current web site for the City of Ukiah http://www.cLofukiah.com is a comprehensive site of
information regarding City departments and services, current events, news releases and informational
links. Although navigation has been improved since its inception, further enhancements are needed. The
City is looking for the following attributes to increase site use (appeal) and provide users quick access
(usability) to the information they seek:
• Content Quality
• Site to deliver relevant, high quality content
• Appropriate amount of information
• Timely and current information
• Consistent themes
• Ease of Use
• Prioritize content
Clear structure
• Re-design of organization and navigation on the site around City services-linking pages
to create a more intuitive navigational flow
• Search Capabilities, a search engine that will help users find information on the website
quickly by keying in a word or phrase, much like you would do with Goggle or Yahoo
General Enhancements
• Development of a new graphic appearance for the site--a uniform image that ties all City
web pages together (however, graphic design should not consume significant resources,
the current graphic design is not the driving force for the re-design)
• Proper use of graphics
• Proper links within and outside of web page
• RSS feeds
• Advanced capabilities such as, but not limited to, applying for recreation classes on line
and reserving city facilities is desirable.
Planning of the site
• City staff will provide the general flow of information contained on the site, desired information
improvements and will look to the consultant to make recommendations for improvement.
• Consultant to make recommendations on software (Microsoft based products) associated with
creating or upgrading the site so as to allow for site maintenance by internal City staff.
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ATTACHMENT "A"- SCOPE OF WORK
Page 2 of 9
Design and interactivity
• Consultant to create a new site design incorporating the City's logo and colors as specified by
City staff
• Consultant to incorporate appropriate use of animation, video and sound, using Microsoft
SharePoint Server and other compatible technologies.
• Consultant to create simple navigation and establish search capabilities
• Consultant to improve navigation, provide context for links whenever possible, proper placement
of navigation buttons
• Consultant to incorporate customer feedback opportunities
• Consultant to provide proper warning for things such as long downloads
• Consultant to provide web enabled capabilities such as city forms, on-line applications, and
registrations
• Consultant needs to provide publishing best practices, allowing City of Ukiah Departments to
manage web site content with our existing Microsoft Office suite.
Experience Design
Once all required content has been gathered in its proper format and delivered to DeepBlue, the project
will move into design.
DeepBlue will define and create a user experience based on the synthesis of four main principles or
criteria:
• Brand Identity Continuity
• Navigation Architecture
• Interactive Experience Design
• Visual Design
The City of Ukiah will be interviewed by a graphic design specialist to discuss "look and feel".
DeepBlue will assess and evaluate the industry landscape and determine a strategy for meeting the City of
Ukiah's design objectives. Design deliverables include a home page and landing page conceptual design
compositions. Initial compostions and subsequent revisions will be presented online through the use of
the Client Boardroom.
The new website will include the following:
• WK-Compliant
The World Wide Web Consortium (W3C) is an international industry consortium dedicated to
"leading the Web to its full potential." The WK was created to ensure compatibility and
agreement among industry members in the adoption of new standards. Prior to its creation,
incompatible versions of HTML were offered by different vendors, increasing the potential for
inconsistency between web pages. The consortium was created to get all of those vendors to
agree on a set of core principles and components which would be supported by everyone.
WX compliance will provide -
1. Greater visibility with search engines
2. More accurate internal search engines
3. Compatibility with older browsers
4. Ability to correct errors easier and faster
5. Compatibility with Mobile Devices.
ATTACHMENT "A"- SCOPE OF WORK
Page 3 of 9
• AJAX
AJAX, shorthand for "Asynchronous JavaScript and XML", is a web development technique for
creating interactive web applications. The intent is to make web pages feel more responsive by
exchanging small amounts of data with the server behind the scenes, so that the entire web page
does not have to be reloaded each time the user requests a change.
• Web 2.0
Web 2.0 is a term describing the trend in the use of World Wide Web technology that aims to
enhance creativity, information sharing, and, most notably, collaboration among users. The
characteristics of a Web 2.0 site are rich user experience, user participation, dynamic content,
metadata, web standards and scalability.
A Web 2.0 site may employ the following technologies:
1. W#C-Compliance
2. Social Networking
3. Rich Multimedia
4. User-Generated Content
5. RSS Feeds
6. Blogs/Webisodes/Podcasts
7. AJAX
8. Viral Marketing
• Content Management System (CMS)
A content management system (CMS) provides the ability, via a web-based interface, o create,
edit, manage and publish content. An effective CMS will simplify the management of a website,
in particular, allowing content creators to upload content, such as news articles, product
information, sales guides and marketing collateral, without requiring technical knowledge of
HTML.
A CMS can support the following features:
1. Identification of all key users and their content management roles
2. Ability to assign roles and responsibilities to different content categories or types.
3. Provide definition of workflow tasks for collaborative creation.
4. Create a repository that provide intuitive access to massive amounts of content.
Project Approach
The City of Ukiah will provide a representative to meet with the DeepBlue project manager and creative
lead, via telephone or in person, on an as-needed basis in order to facilitate the gathering of user
requirements and content for the project.
All pre-existing images shall be delivered to DeepBlue in its original electronic format.
Client reviews will consist of the presentation of three review and revision sessions (if necessary) to
define the look and feel of the site.
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ATTACHMENT 'A"- SCOPE OF WORK
Page 4 of 9
The City of Ukiah will be responsible for creating site content and delivering it to DeepBlue in an
electronic format.
The website will be scripted and programmed in ASP.NET 3.5 and the CMS will be built using Sitefinity
3.6. Hosting platforms must be able to support Windows-based applications in order for the website to
function.
DeepBlue will populate content for up to 50 pages of the site via the CMS. Additional pages will be
billable at our standard development rate of $125/hr.
DeepBlue will provide assistance in good-faith with 3rd party applications as they pertain to the website;
however, will not be responsible for the performance of the applications.
Project Plan
Step I: Discovery
The engagement process will begin with a one-day Discovery Workshop held between key City of Ukiah
and DeepBlue stakeholders. The main focus for the Workshop will be to determine the project
requirements to its most accurate specifications in a collaborative, engaging environment.
The purpose of this Workshop is to dedicate appropriate debate to the following key issues:
• Conduct open discussions on the Website concepts and objectives.
• Determine `what is desired' and `what is required' in accordance with potential budgetary
constraints.
• Interview with site planners to create a preliminary Internet Marketing plan.
• Reinforce and/or refine project deliverables.
Among other items discussed, the Workshop will focus on five fundamental questions that, when
answered effectively, will lead to a greater understanding regarding the nature of the project itself. The 5
fundamentals:
• What is the overarching vision and measurable objectives of the Website?
• Who are the target audiences for the site; what are their needs, and what are the web solutions
that meet these needs?
• What are the content, functionality elements (CFEs) and messaging considerations necessary to
bring the vision to life?
• What are the marketing tools and positioning methods available that will connect the City of
Ukiah with its target audience?
• What are the key success metrics that will measure site performance?
Analysis
• Company Assessment
• Target Audience needs analysis
• Industry analysis
Usability Testing - Explorative
The Discovery phase engages a particular type of Usability Testing referred to as Explorative.
Explorative testing gathers input from target audience participants through various fact-gathering
methods. The results of these exercises may contribute to the direction of the project and establish a base
line for evaluation testing.
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ATTACHMENT "A"- SCOPE OF WORK
Page S of 9
The outcome of the Discovery Phase will conclude with the creation of the Project Plan, which will serve
as the primary Deliverables benchmark throughout the entire development process. DeepBlue will create
a finalized Project Plan following the workshop, which will include finalized project Deliverables,
timeline and cost specifics. The project Plan will be the primary reference document for benchmarking
and adherence to quality guidelines and delivery timetables.
Planning
• Information Architecture and Site Navigation Plan
• User psychology anticipation and planning
• Planning for future scalability and enhancement of site
• Technological functionality recommendations
• Design and layout discussions of concepts
• Interactive elements that may be incorporated into the project plan
• Discuss pos-launch Internet marketing (IM) activities and support structure.
Step II: Redeployment
After Discovery is complete, the project will move into Website Redeployment. The Project Plan will be
adhered to using best practices and quality assurance to ensure that the project is moving forward
properly. The Project Plan includes the following Action items:
• Standards and Compliances
• Information Architecture (IA) Deliverables
• Design Deliverables
• Programming Deliverables
• Testing Deliverables
• Project Timeline
Usability Testing -Assessment
The Website Redeployment stage of the process engages a type of Usability Testing referred to as
Assessment. Assessment testing occurs when the site is close to launch and will be conducted by both
teams. Here you will get feedback on issues that may present potential problems for users that are
relatively simple to fix. Assessment testing will occur as part of our Quality Assurance (QA) standards.
Step III: Measurement
The objective of this stage is to ensure that, through effective measurement methods, the new site is
performing in accordance to the objectives set forth during the Discovery phase. An Internet Marketing
(IM) strategy should be executed, which will significantly increase qualified traffic and lead to greater
Alliance awareness and an increase of desired actions taken by site users. Through proper planning,
execution and measurement of website and marketing-related activities, DeepBlue will assist the City of
Ukiah in accomplishing this task.
Usability Testing - Evaluation
The Measurement stage of the process engages a type of Usability Testing referred to as Evaluation.
Evaluation testing is useful to validate the success of the site subsequent to launch. The site can be scored
and compared to competitors from a subjective design and functional perspective as well as empirical
assessment of key metrics, and this scorecard can be used to evaluate the project's success.
F0
ATTACHMENT "A"- SCOPE OF WORK
Page 6 of 9
Strategy Architect
Activity
Description
Initial Brainstorming Session
• Assessment of Core Objectives and Project Requirements
• Questions regarding structure and functions for the Website
• Questions regarding who will use the information
• Questions regarding `wish list' items and their practicality
Interview regarding technical
• Needs Assessment regarding programming sophistication
issues
• Questions regarding the level of expertise of the person
responsible for the administration of the site
• Questions regarding implementation and development
specifications
Development of Specifications
• Create a detailed list of all agreed upon functions &
Deliverables
features and the specifications of each
Information Architect
Activity
Description
Interview with site planners
• Identify and polish description of target audiences
• Discussion regarding Usability and User Experience
• Brainstorming session geared toward vision, content,
navigation and features of site.
Usability Assessment
• Brainstorming session geared toward specific site user
needs and vision of new web presence.
Design Architect
Activity
Description
Interview with site planners
• Initial meeting with client and design team
• Gathering data about the project (i.e. project scope, nature
of project)
• Discuss marketing, branding and online positioning
strategies
• Brainstorming session regarding look & feel, target
audience, likes/dislikes, etc.
Marketing Planner
Activity
Description
Interview with site planners to
• Assessment of current position in the marketplace and its
create preliminary Internet
realistic IM potential
Marketing plan.
• A set or preliminary IM recommendations
• An outline of several key metrics to be used for quantitative
measurement of site effectiveness
R-A
ATTACHMENT "A"- SCOPE OF WORK
Page 7 of 9
Project Management
DeepBlue will provide a project manager to assist in accomplishing the visual communication and design
objectives. The project manager is responsible for overseeing the production of the project and serving as
the primary point of contact. Project Management, together with Design, will construct he internal
project plan, identify needs and decision points, manage any requested change orders and communicate
status on a timely basis.
Once the Project Plan has been completed, DeepBlue will utilize BaseCamp, a web-based Project
Management application, and an internally developed Client Boardroom to manage the development
process, assign tasks, monitor hours, upload files and communicate Deliverables to the City of Ukiah.
Visual Design
Facilitation of Design Finalization
DeepBlue will provide as part of its overall service offering the following support:
• Leadership and assistance in gaining agreement among the primary City of Ukiah stakeholders
regarding rationale for certain design decisions.
• Creation of a final design that meets the level of expectation as set by the City of Ukiah and
DeepBlue.
User Interface Design
DeepBlue will create unique Conceptual Design Compositions for client review. The Compositions
define look and feel and consists of the home page and significant secondary (Template) pages. The
Conceptual Design Comp defines the following areas:
• Layout
• Color
• Theme
• Personality/Tone
• Navigational Flow
Under the oversight, assistance and leadership of the Creative Director, three designers will each be
assigned the task of creating a Creative Brief and unique Design Concept while utilizing best practice
design methods. Graphics elements rank as one of the key factors that influence the success of a Web
site. Each Brief and Design Concept will be posted on the Client Boardroom for City of Ukiah review
and subsequent revisions.
Once designs have been posted to the Client Boardroom for review it is anticipated that subsequent
conversations will occur and that City of Ukiah feedback will drive any necessary revisions as part of the
process to finalize.
Conceptual Design Storyboards
Following the completion of the Design Compositions, DeepBlue will create conceptual design
storyboards for client review. They storyboards will convey the overall message of the design strategy as
it relates to the content and navigational architecture of the site. Storyboards are a useful tool in
providing the User Experience prior to development.
r -r
ATTACHMENT "A"- SCOPE OF WORK
Page 8 of 9
Style Guide
A style guide or style manual is a set of standards for design. DeepBlue will provide the following
documentation as part of the Visual strategy:
Standards Manual
•
Color System
•
Font Conventions
•
Inversion Standards
•
Minimum Dimensions
•
Logo Formats
•
Color Usage
•
Misuse
•
Electronic Media Kit
Interactive Designs
Flash Element Designs
Production will be completed for the finalized design Compositions, creating the website Prototypes:
Guidelines, standards, ad commented stylesheet code for future templates
CSS-based Web Production of design compositions into HTML
Incorporation of Flash and AJAX files as required
Formatting and Rendering of Graphical/Photographic content
W3C and 508-C Compliance Validation
Integration with SharePoint
Platform: MOSS 2007 Enterprise Edition
Database: Microsoft SQL Servier
Scripting/Programming: ASPNET
Platform: Windows
Online Security: Secure Socket Layers (SSL) with certificate
SharePoint provides Constituent Relationship Management (eCRM) solutions. The new website will
employ SharePoint dynamic page system. DeepBlue will assess the City of Ukiah's platform
environment to determine the levels of integration it may employ. A determination of appropriate
integration remains TBD pending the Discovery Workshop.
Testing
Quality Assurance Testing
A quality assurance checklist addresses functionality quality as well as accessibility (section 508):
• Alternative text for each image.
• Alternative text for videos and multi-media presentations
• Documents readable without style sheets
• Row and column headers identified for all data tables.
ATTACHMENT 'A"- SCOPE OF WORK
Page 9 of 9
• Applets or plug-ins are accessible.
• Title tag on page.
• Meta description and keywords.
• Working external and internal links.
• Style sheets and formatting consistent with the rest of the site.
Search Engine Marketing - Preliminary Assessment
Search engine marketing, or SEM, is a form of Internet marketing that seeks to promote websites by
increasing their visibility in search engine result pages (SERPs) though the use of paid placement,
contextual advertising, and paid inclusion.
As a complimentary service, DeepBlue will conduct a preliminary assessment of the City of Ukiah's
current positioning and marketing efforts. This assessment will include the following:
• Initial report to examine current ranking of site in major search engines
• Keyword research to identify primary keywords in your industry
• Assessment of your top three competitors
• Comprehensive & Prioritized Improvement Plan: Recommendations for ongoing SEM
campaign, including overall budget requirements and Internet Marketing (IM) potential,
appropriate marketing channels and anticipated ROI.
Deliverables
• New public facing web site on-line and functioning per specifications.
• Consultant to develop and/or provide live and on-line administrative and end user training
options.
• Consultant to develop and/or provide administrative and end user documentation.
• Consultant to provide complete system documentation including, but not limited to, site
diagrams, database schemas and all system passwords.
• Provide comprehensive backup and restoration procedures to the IT Department. Perform
successful test of procedures.
A17clchment # 0
labor costs & references-
'Labor Costs*
Research/Strategic Consulting
125/hour
Information Architect
125/hour
Project/Account Management
125/hour
Copywriting
100/hour
Graphic Design
150/hour
Flash Development
150/hour
HTML Development
125/hour
AJAX Development
125/hour
Database Programming
125/hour
Internet Marketing Services
125/hour
Maintenance/Support Services
125/hour
References*
Bruce Howard
L. Bruce Jones
Michael Thiem
Director
President
ssistant Associate Administrator for
CET/NASA
Poseidon Undersea Resorts
Public Affairs
304.243.8720
208.687.9057
U.S. Environmental Protection
howard cet edu
bruce oseidonresorts com
Agency (EPA)
thiem.michaelC@epa.gov
Arthur Murphy
Ethan Noble
Jason Schlavoni
Web Services Leader
Director, Marketing
Corporate Communications Division
Emory University
The Weinstein Company (Formerly
Agency Web Team Lead
04.712.2896
Miramax)
Defense Information Systems Agency
artur.mur h emor .edu
(212) 965-4638
(DISA)
Ethan.Noble(@weinsteinco.com
703-607-4705 DSN 327
Pason.Schiavoni(@disa.mil
* More References available upon request.
24
5901 A Pcachitcc Runwcudy Rd., Stu. 220 p: 770.673.0559 hltp7tlwwW.dcopbluc.cam
AtInnin, GA 303211 t: 770.673.0001 deepblue
h14
cost allocation-
:Action
Hourly
AllocatediHours
0
Strategy & Planning
N/A
N/A
N/A
► Discovery Workshop
Project Management
$125.00
30
$3,800
► Project/Client QA
► Construction of Project Plan
► Weekly Status Meetings
Visual Design
$150.00
50
$7,600
► Project Research & Preparation
► Discovery Session & Follow Up
► Conceptual Design Compositions w/ Creative Briefs
► Storyboarding
► Graphic/Art Production
Interactive Design
$150.00
12
$1,900
► Flash Design Elements
ebsite Prototype_
125.00
100
$12,500
► Creation and Production of template designs into
HTML
► Migration of Prototype pages into Sharepoint
environment
► Utilization of AJAX
► QA Testing & Accessibility Certification
► Documentation
Cost
195
$25,800
Less Most Preferred Customer Discount
-($1,290)
otal cost*
$24,510
* Actions that exceed allocated hours are subject to additional billing at the standard rate.
25
6001 A Peachtree Ounwoody nd., Ste. 220 p: 770.070.0567 http-//www.deapblue.com b.
Atlantn, GA 30328 1 , 770.079.0001 deepblue