HomeMy WebLinkAboutItem 02 City Mission, Vision, Values _ Branding Project Update AGENDA ITEM SUMMARY Meeting Date: 1/6/2020
Meeting Type: Work Session Staff Contact/Dept.: Amber Fossen/City Manager’s Office
Staff Phone No: 541.726.3695 Estimated Time: 30 Minutes S P R I N G F I E L D
C I T Y C O U N C I L
Council Goals: Promote and Enhance our Hometown Feel while Focusing on Livability and Environmental Quality ITEM TITLE: CITY MISSION, VISION, VALUES & BRANDING PROJECT UPDATE
ACTION REQUESTED: Council to provide guidance on City Mission, Vision, Values & Branding project.
ISSUE STATEMENT: Staff is returning to Council to provide an update on project next steps including a timeline for survey work and potential options for telephone survey research firms.
ATTACHMENTS: Attachment 1: Springfield Timeline
Attachment 2: Advanced Marketing Proposal Attachment 3: Consumer Opinion Services Proposal Attachment 4: Nelson Report Proposal
DISCUSSION/ FINANCIAL IMPACT:
City staff, at the direction of Council, is supporting the City’s Mission, Vision, Values, and Branding project. This effort will formalize the City’s identity, act as a guide for providing services to the community, and lay the foundation for future strategic planning.
Staff will provide an overview of next steps outlined in the updated project timeline. The project will formally launch later this month. To date, Mayor Lundberg, all City Councilors, and City Manager Pro Tem have participated in one-on-one interviews with Verb Marketing + PR, a local firm specialized in brand identity. These interviews were used by the consultant to
inform the development of a draft telephone survey that will gauge community feelings and perceptions about Springfield. Additionally, Verb examined previous Springfield Tomorrow efforts to develop the proposed questions. City staff reached out to four firms specializing in telephone survey research. Three firms provided proposals including Advanced Marketing Research, Inc., Consumer Opinion Services, and Nelson Report. Each survey research firm is well qualified to conduct the telephone survey. Council guidance will affect the selected firm to
conduct the telephone survey research.
2019
• Overview to Mayor, City Council: Oct
• Overview to Team Springeld: Oct
• One-on-Ones with Mayor, Council: Nov
• Develop Survey Objectives: Nov 1-Dec 2
• Determine Team Springeld Participation Level: Dec
• Draft Survey: Dec 2-13
• Selection of Survey Partner: Dec 5-Jan 6
• Project Update to Council: Jan 6
• Engage Survey Partner: Jan 7
• Develop Stakeholder List, Approach: Jan 6-20
• State of City Roll-Out: Jan 13
• Finalize Survey: Jan 17
• Field Phone Survey: Weeks of Jan 27-Feb 14
(shorten to 7 days within this window)
• Community Electronic Survey: Feb 17-March 17
• Employee Electronic Survey: Feb 17-March 17
• Phone Survey Analysis Complete: March 6
• Community Input Sessions (4), Tentative: March 10-April 6
• Follow-Up Analysis as Requested: March 20
• Electronic Survey Report: April 3
• Share Findings with Council: April 6
• Share Findings with Sta: April 6
• Share Findings with Community: April 6-10
• Council Work Sessions to Develop MVV: April
• City Review for Functional Use Reection: April
• Council Adopt Mission, Vision, Values: May
• Extend MVV to Logo: June-Sept
• Logo Extensions Prepared: Oct-Nov
• Prepare for Logo Transition: Nov-Dec
2020
• Cut-Over: Jan/State of City
vers. 12/18/19
2021
city of springfield, oregon
mission, vision, values development
Attachment 1, Page 1 of 1
PROJECT PROPOSAL:
SURVEY SERVICES
FOR
CITY OF SPRINGFIELD
January, 2020
P.O. Box 5244 · Eugene, OR 97405 · Phone/Fax 541-345-6600 · www.advancedmarketingresearch.com
Attachment 2, Page 1 of 14
2
December 5, 2019 Ms. Amber Fossen City of Springfield Springfield, OR 97477
Dear Ms. Fossen: The firm of Advanced Marketing Research is pleased to submit the attached proposal
for marketing research services. This proposal is in response your emailed request for
proposals. Advanced Marketing Research is equipped to handle all phases of the proposed project for Springfield. Our team effort can include a close working relationship with you so that
we can best address your specific needs. Furthermore, we feel that our extensive
experience, competitive pricing and knowledge of research issues will be of substantial benefit to your organization. I look forward to your favorable consideration of this proposal. As the designated project
manager, please contact me should you have any questions.
Sincerely,
Barbara Tull President Advanced Marketing Research, Inc.
P.O. Box 5244 · Eugene, OR 97405 · Phone/Fax 541-345-6600 · www.advancedmarketingresearch.com
Attachment 2, Page 2 of 14
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TABLE OF CONTENTS
IMPLEMENTATION APPROACH …..…………………………………… 4 METHODOLOGY ..…………………………....………………………… 5
COST ……………………………………………………………….. 6 MANAGEMENT PLAN ……………………………………………….. 7 QUALIFICATIONS ……………………………………………………….. 8
Similar Projects Advanced Marketing Research, Inc. Selected Past Clients Resume
Attachment 2, Page 3 of 14
4
IMPLEMENTATION APPROACH
Statistically Valid Approach
In order to obtain a statistically valid sample, it is important to obtain a random sample from a list which is representative of the population in question. And it is important to have as high a response rate as possible (of those approached to complete the survey, or of those mailed a questionnaire, the number who follow through and participate in the survey). This is important because, if the response rate is very low, the tendency is to
wonder if there is a bias amongst the group who did respond, and if their answers are in some way different than those who did not respond. If the response rate is high enough, this becomes a non-issue. While there are several survey options available (telephone, mail-out, web-based, and
intercept), some options are clearly better than others at achieving the goal of being able to reach as close to a random representation of the population as possible while staying within budget. Mail-out and web-based surveys often generate very low response rates. For e-mail surveys, comprehensive lists of e-mail addresses are not yet available, and not everybody has a computer and internet service. Intercept surveys are
cost-prohibitive. The telephone survey is still the best tool to get quick, relatively inexpensive data with a high degree of statistical accuracy. A combination of techniques can be utilized (e.g., telephone and intercept), but the cost of the project will be impacted. The recommended approach for this project is the telephone survey.
Telephone Survey
The proposed study will consist of a random sample telephone survey of 400 residents living within the city of Springfield. Telephone interviews will use a CATI system (computer assisted telephone interviewing). This means trained interviewers will input the data into the computer as it
is collected. This allows the use of automatic skip patterns and automatic randomization.
Attachment 2, Page 4 of 14
5
METHODOLOGY
Telephone Survey
Developing the Questionnaire Principals of Advanced Marketing Research will design the questionnaire instrument using past experience, as well as information and input provided by the client.
The Sample
A sample size of 400 will yield an overall margin of error of plus or minus 5% at the 95% confidence level. A random sample list of Springfield residents will be provided by Advanced Marketing Research.
Pre-Testing the Questionnaire Questionnaire instruments are pre-tested in the field to detect any ambiguities. Results of the pre-test, along with recommended revisions are submitted to the client for final approval prior to implementing the survey on a broad scale.
Conducting the Interviews Telephone interviews will be conducted by fully trained and specially briefed staff, supervised by the principals of Advanced Marketing Research. Computer assisted telephone interviewing will be utilized (trained interviewers will input the data into the
computer as it is collected).
Validation of the Field Work
A minimum of 10% of each interviewer’s work is validated.
Data Tabulation The survey will yield computer-generated tables consisting primarily of cross-tabulations. Each question will be tabbed by all demographics. Chi Square values appear on all cross-tabulated tables, as well as indications of differences between proportions.
Deliverables The final report (hard copy) will consist of key findings, a methodology section, statistical analysis of the data with presentation quality graphics, cross-tabulated data tables, verbatim reports, and the questionnaire instrument. The findings will be
presented to the client as a Power Point presentation. The report and Power Point
slides will be available electronically as well.
Attachment 2, Page 5 of 14
6
COST
Telephone Survey
Cost The following project price quotes are for 5-minute and 10-minute questionnaires. Actual questionnaire length and project cost will be determined upon finalization of the questionnaire instrument and prior to fielding the survey.
Telephone Survey Cost
n=400 n=400 5-Min. 10 Min.
Questionnaire Instrument $ 555 $ 757 Data Collection and Supervision 5,300 8,900 Programming/Data Processing 1,390 2,600 Analysis 2,485 2,861 Sample List 524 524
Two Copies of Report 203 285 TOTAL $10,457 $15,927 The cost will include questionnaire formulation, sample list, data collection and supervision, data processing, data tabulation, comprehensive statistical analysis of the
data presented in a report format with graphics, and two copies of the report, as well as an electronic version of the report, and a Power Point presentation.
Attachment 2, Page 6 of 14
7
MANAGEMENT PLAN
Telephone Survey
All phases of the telephone survey will be managed by Barbara Tull, President of Advanced Marketing Research. Tull will be directly responsible for questionnaire development, sample design, interviewer supervision, data tabulation, data analysis, and final report.
Once the contract is awarded, the specifications for the sample list will be determined and the sample list purchased by Advanced Marketing Research. Work on the questionnaire instrument will be refined, reviewed, and finalized. Once the questionnaire is finalized, it will be programmed into the computer and
interviewers will be mobilized, briefed, and launched. The data collection process will take approximately four weeks, typically starting on a Friday. Once data collection is complete, data processing and data analysis will take two to four weeks, depending on the amount of verbatim information collected.
Attachment 2, Page 7 of 14
8
QUALIFICATIONS
Recent Projects
CITY OF SPRINGFIELD
2012 In May, 2012, the City of Springfield contracted with Advanced Marketing Research to
conduct a telephone survey in order to assist the City in determining the likelihood of voters passing a renewed five year Police Services Levy in November 2012, and the highest rate per thousand that would be likely to succeed. Using questions provided by the City of Springfield, Advanced Marketing Research
designed a questionnaire instrument to be administered by telephone. Using a list of registered voters containing residents within Springfield city limits, 400 interviews were completed. More specifically, the survey was to measure voter approval of a $20,000,000 public
safety levy. Survey results in May 2012 were 42% in support of the measure, with an
additional 21% saying they would “probably” vote yes, and 5% “leaning” toward voting yes. Election results in November 2012 were 55% in favor, 45% opposed.
Contact: Mr. Niel Laudati City of Springfield 225 5th St. Springfield, OR 97477
541-726-3780
Attachment 2, Page 8 of 14
9
QUALIFICATIONS
Similar Projects
Bellevue Police Department
2008 In 2008 the Bellevue Police Department contracted with Advanced Marketing Research
to conduct a telephone survey in order to assist the Department in measuring attitudes and perceptions regarding the Bellevue Police Department, by people who have had contact with the Bellevue Police Department. Using questions proposed by the Bellevue Police Department, Advanced Marketing
Research designed a questionnaire instrument to be administered by telephone. The sampling frame consisted of a list of people who had contact with the Bellevue Police Department (the list was provided by the Bellevue Police Department). 402 interviews were completed.
Contact:
Ms. Linda Pillo
Bellevue Police Department 450 110th Ave. NE Bellevue, WA 98009 425-452-4334
Attachment 2, Page 9 of 14
10
QUALIFICATIONS
Similar Projects
City of Veneta
2008
In 2008 the City of Veneta contracted with Advanced Marketing Research to conduct a telephone survey in order to assist the City in determining voters’ attitudes and support for the construction of a new community aquatic facility, and the formation of a new Fern Ridge area Parks and Recreation District.
Using questions proposed by District officials, Advanced Marketing Research designed a questionnaire instrument to be administered by telephone. The sampling frame consisted of a list of registered voters living within the Fern Ridge Library District. 401 interviews were completed.
More specifically, the survey was to measure voter approval of a $1,100,000 Swimming Pool Measure. Survey results in December 2007 were 58% in support of the measure, with an additional 9% leaning toward supporting the measure. Election results in November 2008 were 62% in favor, 38% opposed.
Contact:
Mr. Ric Ingham City of Veneta 88184 8th St. Veneta, OR 97487
541-935-2191
Attachment 2, Page 10 of 14
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QUALIFICATIONS
Advanced Marketing Research, Inc.
Founded in 1983 and located in Eugene, Oregon, Advanced Marketing Research is a full service professional marketing research firm providing services to consumer, industrial, government, and health care concerns. Research services include, but are not limited to surveys (telephone, mail-out, online and intercept), focus groups,
secondary research, and extensive statistical analysis capabilities. Company strengths
include flexibility, fast turnaround time, reasonable prices, and a strong academic background combined with experience. Every project is custom designed to meet the needs of the individual client and in every project confidentiality is strictly observed.
Project Team
Studies are conducted by the principals of Advanced Marketing Research. In addition, the project team utilizes clerical and interview personnel as required to complete work.
Resources In addition to state of the art software and hardware for analyzing data, Advanced
Marketing Research offers computerized interviewing stations that incorporate automatic skip patterns, consistency checking, and automatic randomization.
Quantitative Methods Used
Custom design of each project by principals of Advanced Marketing Research
Random selection survey of target population
Recommended bound on error of +5% at a 95% confidence level
Survey by telephone, intercept, web-based or mail-out
Computerized interviewing stations
Validation of at least 10% of each interviewer’s complete work
Computerized data tabulation, followed by comprehensive statistical analysis
Qualitative Methods Used
Custom design of each project by principals of Advanced Marketing Research
Focus groups
Recruitment of participants
Procure facility, food, A/V, moderator
Draft screener, discussion guide
Prepare final report summarizing findings, conclusions
Mystery shopping
Attachment 2, Page 11 of 14
12
QUALIFICATIONS
Questionnaire Options Available
Scaled questions (Likert, Semantic differential, etc.)
Open-ended questions
Closed-ended questions
Multiple choice questions
Multiple response questions
Verbatim questions
Programmable randomization of questions
Programmable randomization of answers
Programmable skip patterns
Statistical Techniques Available
Cross-tabulations
Chi-square analysis
T-tests
Tests for differences between proportions
Tests for differences between means
Correlation
Regression
ANOVA
Deliverables The research report gives an overview of results supported by an in-depth analysis:
Executive summary
Demographic profile
Easy to understand analysis
Presentation quality graphics
Population projections
Comparisons with previously collected data if available
Cross-tabulations
Verbatim reports
Questionnaire instrument
Report available electronically
Power Point available electronically
Oral presentation of the findings supported by Power Point
Attachment 2, Page 12 of 14
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QUALIFICATIONS
Selected Past Clients
Amplify Credit Union
Aster Publishing Corporation
Aspen-Pitkin County Airport Audience Research International, Inc. Baden Advertising Bellevue Police Department
Blackstone, Inc.
Bethel School District Bon Marche Cawood Communications City of Albany
City of Ashland
City of Dallas * City of Eugene City of Springfield City of Talent
City of Veneta
Clatsop Community College Coos Bay School District Cowlitz PUD Douglas Community Hospital
Eastern Iowa Airport
Eugene Airport Eugene Ballet Eugene Chamber of Commerce Eugene School District 4J
Eugene Water and Electric Board
Grants Pass Daily Courier
Jerry’s Building Materials Junction City School District Lane Community College
Lane County
Lane Regional Air Protection Agency Lincoln County School District
McKenzie River Broadcasting
McKenzie-Willamette Hospital
Mead & Hunt Medford School District Natural Products Northwest National Retail Hardware Assoc.
Northwest Community Credit Union
Northwest Marketing Consulting Oregon Community Credit Union Oregon Country Fair Oregon Medical Laboratories
Oregon Metro Credit Union
Oregon Quarterly Magazine Oregon School Boards Assoc. Oregon University System Random Lengths, Inc.
Register-Guard
Roseburg News-Review Sacred Heart Hospital Salem-Keizer School District Silvercrest Luxury Homes
Spectra-Physics
Springfield Ambulance Service Springfield Mall Springfield Utility Board Symantec, Domestic & Int’l
Ulum Group
United Way of Jackson County United Way of Lane County University of Oregon Alumni Assoc. University of Oregon Athletic Dept.
Valley River Center
Western Rivers Girl Scout Council Willamalane Park & Recreation
Attachment 2, Page 13 of 14
14
QUALIFICATIONS
Resume
Barbara Tull
Advanced Marketing Research
As founding principal of Advanced Marketing Research, Barbara Tull has been personally involved in all stages of research design,
implementation, analysis, write-up and presentation of results on many projects. Her academic background includes a strong statistical foundation, complemented by education in consumer behavior issues.
Tull has managed numerous survey projects. Similar projects completed by Advanced Marketing Research include numerous past surveys for both the private and public sector. Tull will act as Project Manager on this project. She is available to work on this project and can complete the project in the time specified.
Teaching
Marketing Research 660 (MBA), University of Oregon
Marketing Research 390, University of Oregon
Marketing Research 496, Oregon State University
Marketing Research, Linnfield College
Intro to Marketing, University of Oregon
Marketing, Lane Community College
Education
MBA, Marketing, University of Oregon
BS, Geology, University of California at Davis
Attachment 2, Page 14 of 14
Confidential
Consumer Opinion Services, Inc.
Proposal for Research Services
City of Springfield
2020 Quantitative Research
12.9.19
Presented to:
Amber Fossen
Public Information Officer
City of Springfield
Presented by:
Melissa Bledsoe
Manager, Portland Operations
Consumer Opinion Services
Attachment 3, Page 1 of 3
Consumer Opinion Services (COS) is pleased to present our proposal for market research
services to the City of Springfield.
Objective
To better understand how to best develop the organization’s mission, vision and values.
Quantitative Survey Research
A regional quantitative survey, N = 400, to be conducted via telephone with Springfield
residents who are registered to vote (18+). The survey will be sponsored by the City of
Springfield; COS will indicate in each call that the call is on behalf of “The City of Springfield”.
Voter registration will be purchased from an external sample provider. We feel an N of 400 is
appropriate for the population of Springfield. Budgets below reflect an N of 400.
Survey Outline
The City of Springfield has indicated that the survey will include:
- 4 open-ended questions
- 1 question with 13 items to rate by importance
*Note: We assume this will be set as a rating of 13 items and not a ranking order of
importance. If this were to be completed online, a rank order would be feasible, with a
telephone interview however, 13 items is just not feasible to rank.
- 9 basic demos
Deliverables & Timeline
Survey Development & Programming/Testing - 1 to 2 weeks (pending client review/approval)
Data Collection - 4 weeks
Cross Tabs - 1 to 2 weeks (pending final needs)
Dashboard Report - On completion of data collection
Full Report & Analysis (If requested) - 2 weeks after data collection has been completed
Budget
Quantitative Survey Research
Assuming a 10-12 Minute Telephone Survey with N=400 Springfield Residents
Design & Consulting $1,200.00
Programming & Hosting the Survey $1,500.00
Data Collection 400 x $35 $14,000.00
Data Cleanup $400.00
Coding (assumes 4 open end questions) $1,600.00
Complete Crosstabs (all demographics) $1,500.00-$2,000.00
Dashboard Report (cumulative counts per question) $500.00
Full Report with Analysis $2,000.00-$3,000.00
Sample (calling lists) $700.00
On-Site Presentation $600.00
Estimated Total: $24,000.00-$25,500.00
Attachment 3, Page 2 of 3
Conclusion
Please contact Melissa Bledsoe, Melissa@ConsumerOpinionServices.com or 503.493.2870 if
you have any questions. Thanks for the opportunity to provide you with this proposal.
Experience Profile
Consumer Opinion Services has more than 50 years’ experience in the market research
industry. COS is an established industry leader, providing premiere research services,
executing all types of quantitative, qualitative and hybrid research, consulting, project
management and data collection methodologies for the research industry.
Members and sponsors of:
Attachment 3, Page 3 of 3
City of Springfield Page 1
December 6, 2019
Prepared By The Nelson Report
SURVEY RESEARCH PROPOSAL CITY OF SPRINGFIELD
Attachment 4, Page 1 of 12
City of Springfield Page 2
December 6, 2019
Prepared By The Nelson Report
TABLE OF CONTENTS:
Cover Letter Pages 3-4
Background/Organizational Structure Page 5
Experience/Staff Information/Nelson Report Services Pages 6-7
Contract Authorization/Consultant Responsibilities Page 8
Methodology Page 9
Sampling/Projected Crosstabs/Timelines Page 10-11
10 Minute/15 Minute Proposal Page 12
References Page 13
Attachment 4, Page 2 of 12
City of Springfield Page 3
December 6, 2019
Prepared By The Nelson Report
December 6, 2019
City of Springfield
Amber Fossen
afossen@springfield-or.gov
Dear Amber,
Please accept this cover letter and proposal in response to your request for a
proposal.
You have approximately 37,941 registered voters within the City of Springfield.
An error rate +/-5% at the 95% level of confidence results in a sample size of
380. Just for your information, error rate (sample size) and length (time it
takes to administer a survey) drive the cost up or down. I have included a
proposal for both a 10 minute and 15 minute survey. The City will only
charged for the actual length the survey times in at.
When comparing proposals from multiple survey research firms, it is important
to ask them the number of questions they estimate per minute. One firm’s 10
minute survey can be very different from another firm’s survey of the same
length. We estimate between 2.5-3 questions per minute.
We have worked with a number of public entities on various bond measure
proposals including school districts, cities and counties and would be pleased
to work with you to develop a questionnaire that meets the City of Springfield’s
needs.
I have included more detail about our services in this proposal so you will have
a sense of how we work through the survey design process.
Attachment 4, Page 3 of 12
City of Springfield Page 4
December 6, 2019
Prepared By The Nelson Report
The Nelson Report is the public opinion survey research arm of Public Affairs
Counsel and has specialized in questionnaire design, field interviews, data
tabulation, written analysis and evaluation, and an oral presentation of results
since 1980. All of these areas of expertise blend together to support
meaningful decision-making, program development, communications and
public relations. Accurate survey research is an essential ingredient for the
management and execution of a successful campaign and one of the keys to
winning elections. Survey research also serves as a tool to help our clients
keep in touch with their community and help determine priorities and goals for
the future.
While there are many research firms, The Nelson Report’s mission is to help
clients hear and understand the voice of the community. Each research
project is specifically designed around the needs of our clients. We spend a
great deal of time helping them understand our approach, but more
importantly, how to get the most out of the results and our recommendations
long after the survey has been completed. We specialize in gauging community
perception, determining what the community’s priorities are and defining what
messages should be used in a communications campaign.
Please feel free to visit our website www.nelsonreport.com if you would like
additional information. The company contact for this project will be myself,
Melissa Martin, Survey Research Director and JL Wilson, Principal. I can be
contacted on my direct line (503) 390-1396, cell (503) 915-8055, or at 867
Liberty Street NE, Salem, OR 97301. JL can be reached at (503) 363-7084. If
you have any additional questions, or need additional information, please feel
free to contact me directly.
I look forward to the opportunity to work with the City of Springfield on this
project.
Sincerely,
Melissa Martin
Survey Research Director
The Nelson Report/Public Affairs Counsel
503-390-1396 (direct line)
503-915-8055 (cell)
503-363-7084 (office
martinm@pacounsel.org
pacounsel@pacounsel.org
www.nelsonreport.com
Attachment 4, Page 4 of 12
City of Springfield Page 5
December 6, 2019
Prepared By The Nelson Report
December 6, 2019
TO: City of Springfield
Amber Fossen
afossen@springfield-or.gov
FROM: JL Wilson/Melissa Martin Public Affairs Counsel
867 Liberty St. NE
Salem, OR 97301
RE: Survey Research Project STATEMENT OF FIRM'S BACKGROUND AND ORGANIZATIONAL STRUCTURE
The Nelson Report is the public opinion survey research division of Public
Affairs Counsel, Inc. The Nelson Report is wholly owned by Public Affairs
Counsel, Inc, an Oregon Corporation.
The Nelson Report is a multi-faceted survey research organization that has
conducted public opinion research in Oregon since 1980. The Nelson Report
has over 35 years of experience in working with school districts, local
governments and a variety of other clients to develop and refine a research
process that finds and defines the “window” for successful public sector
revenue-raising campaigns – the right deliverables, the right cost, the right
messages, and the right messengers. Our mission is to help our public sector
clients hear and understand the voice of the voters.
NAMES OF PROJECT LEADERS
Melissa Martin will be the project leader of the proposed project. She will also
serve as the research designer.
Attachment 4, Page 5 of 12
City of Springfield Page 6
December 6, 2019
Prepared By The Nelson Report
STAFF ROLES/EXPERIENCE
Melissa Martin is the Survey Research Director for The Nelson Report. She is
in charge of overseeing all aspects of the survey research project including the
questionnaire design, fieldwork, analysis of results and an oral presentation of
results. She has been conducting survey research for Public Affairs
Counsel/The Nelson Report since 2001. In addition, Melissa has presented at
multiple statewide conferences, as well as one national conference on the
importance of survey research, understanding demographic profiles, and how
to use survey research data to target and deliver specific messages to specific
demographics in communities. Prior to working for Public Affairs Counsel/The
Nelson Report she worked for a statewide non-profit conducting research and
tracking outcomes for children being treated in various children’s programs
throughout Oregon. She has been conducting research and analyzing results
for 18 years.
J.L. Wilson is a Principal of The Nelson Report. Wilson works with clients on
survey development, project management and presentation of results. Alicia Givens is the Operations Manager for Public Affairs Counsel/The Nelson
Report. She is in charge of coordinating and working directly with our
professional interviewing vendor to ensure interviews meet our high
expectations for quality and accuracy. She has been working in this capacity
with the Nelson Report since 2005.
SERVICES PROVIDED BY THE NELSON REPORT
The Nelson Report provides a number of services for its clients including;
Questionnaire Design: Due to our extensive experience working with a
number of unique clients with a variety of survey research needs, we are able
to customize and structure high quality questionnaires that meet each of our
client’s individual needs. Our questionnaire design process is simple. We
begin by conducting an in-depth interview with our clients to determine exactly
what they want to learn from their survey and solicit as much detail as
possible. Next, we go to work designing the questionnaire. Clients are involved
every step of the way. Each draft is reviewed with clients to ensure we have
adequately captured the essence of what they want to know. Each format is
explained, so by the time a client is ready to finalize, they can feel confident
their survey questionnaire is exactly what they want and need.
Attachment 4, Page 6 of 12
City of Springfield Page 7
December 6, 2019
Prepared By The Nelson Report
Telephone Survey Sample: We have worked with L2 Political (formerly known
as Labels and Lists) for all of our telephone lists since 2001. They have an
excellent track-record of providing high quality telephone lists to ensure we are
calling the right people in the right geographic area. We structure our
telephone lists in what we call a random within a random methodology.
Respondents are selected at random, then divided into blocks of 18. The goal
being, to complete one survey per block of 18 phone numbers. This
methodology ensures we end up with a truly random sample, with each
respondent having an equal chance of being selected or called to participate in
the survey.
Fieldwork: Our surveys are fielded in the order of finalization, and/or in order
of urgency. Once a questionnaire is finalized, it goes into the queue to be
fielded. We work closely with a professional vendor to ensure all interviews and
interviewers meet our stringent quality control standards.
Raw Data/Final Results/Open-ended Report: Once surveys come out of the
field, they are tabulated using our custom-designed survey research software.
Raw data is sent to clients very shortly after the fieldwork is completed. Raw
data includes all questions, responses for entire sample and cross-tabulations,
so clients can easily track how different demographics respond to each of the
questions. Final results are the total response percentages added to the
questionnaire, so clients can follow how responses change with each question.
The open-ended report follows. Open-ended responses are taken verbatim so
when you receive your open-ended report, clients can see exactly what
response was given and the percentage of respondents giving a particular
response.
Executive Summary Analysis: Once all of the data has been generated, a
comprehensive executive summary analysis is done. Due to The Nelson
Report’s extensive experience working with a variety of clients on a variety of
campaigns, we are able to provide a unique perspective on survey results. Our
executive summaries clearly outline trends, demographic responses, and a
window to help clients move forward, using language and messages that
resonate with their targeted demographic group(s). This level of analysis
enables clients to customize and develop their campaign so they deliver the
right messages, to the right people to ensure they have the best positive impact
possible.
Attachment 4, Page 7 of 12
City of Springfield Page 8
December 6, 2019
Prepared By The Nelson Report
FIRM'S EXPERIENCE WITH SIMILAR PROJECTS
The Nelson Report has conducted a wide range of public opinion surveys for
school districts, community colleges, cities, counties and other public entities
looking for community input on money measures or simple community
perceptions. The Nelson Report's role in the projects included questionnaire
design, fieldwork implementation, written analysis and evaluation, and an oral
presentation of the results (see reference list). NAMES OF PERSONS AUTHORIZED TO NEGOTIATE FINAL CONTRACT
JL Wilson and Melissa Martin are authorized to negotiate the contract.
CONSULTANT RESPONSIBILITIES
1. In consultation with the client through conference calls and
electronic communication, develop questions/finalize and pretest
the questionnaire;
2. Select statistically valid sample of registered voters residing within
the City of Springfield;
3. Supervise, monitor and administer all field interviews;
4. Verify 10% of completed surveys;
5. Analyze raw data/closed-ended/open-ended responses;
6. Write executive summary/provide electronic copy;
7. Conference call presentation of executive summary included in
total cost of proposal.
In-person presentation including Power Point is at an additional cost.
Attachment 4, Page 8 of 12
City of Springfield Page 9
December 6, 2019
Prepared By The Nelson Report
METHODOLOGY
All surveys will be conducted by telephone. The sampling method will insure
that all individuals in the sample have an equal probability of selection.
Supervisors from our professional interviewing vender undergo a briefing
session conducted by Alicia Givens, the Field Operations Manager. All aspects
of sampling and interviewing procedures will be fully explained at this meeting
to ensure all protocols are being followed and that surveys are being conducted
according to strict guidelines.
SAMPLING/TABULATING/ANALYZING DATA
Public Affairs Counsel has developed custom-made survey software, which
enables a tailored design of the data collection and tabulation processes to
meet each client's needs. Data will be entered, compiled, and tabulated on
Public Affairs Counsel's in-house computer system.
CROSS TABULATION
Survey results will be cross-tabulated by the following demographic categories:
1. Gender
Male
Female
2. Age
18-24
25-34
35-44
45-59 60+
3. Voting History
4. Political Party
Democrat
Republican
Independent
Other demographic cross-tabulations shall be provided if desired after
consultation with the client.
Attachment 4, Page 9 of 12
City of Springfield Page 10
December 6, 2019
Prepared By The Nelson Report
PROJECTED TIMELINE
Drafting of questionnaire Average 2-3 weeks depending on
availability of client to participate in
conference calls, and how long it takes
for clients to settle on a final draft.
Pull a sample of City of Springfield
voters (no impact on projected timeline)
Field survey 5-7 Days
Printout of results Available the day after fielding is
complete during week
Open-ended results Available 2-3 days after fielding is
complete
Executive Summary Available 3-5 days after fielding is
complete
The Nelson Report always works hard to accommodate whatever timeline works
best to suit our client’s survey research needs.
Attachment 4, Page 10 of 12
City of Springfield Page 11
December 6, 2019
Prepared By The Nelson Report
SURVEY RESEARCH PROJECT COST
10 MINUTE SURVEY:
Option 1: Assuming a sample size of 380, +/-5% error interval, at the
95% level of confidence, 10 minute telephone survey (22-28
closed-ended questions (including demographics), 1-2 open-
ended questions). Design, interviews, report and analysis:
Total $14,240
15 MINUTE SURVEY: Option 2: Assuming a sample size of 380, +/-4.87% error interval, at
the 95% level of confidence, 15 minute telephone survey (approximately 35-42 closed-ended questions (including
demographics), 2-3 open-ended questions including
demographics). Design, interviews, report and analysis:
Total $20,985
If the above sample sizes are adjusted up or down, the cost, of
course, will change.
The Nelson Report will invoice 20% of the project cost upon
execution of the agreement. The remaining 80% balance will be
invoiced upon completion of the survey. Once work commences,
the client agrees to pay 20% of the total projected cost of the
project.
To accept these terms please sign below.
Signature: ________________________________________ Date: __________________
Attachment 4, Page 11 of 12
City of Springfield Page 12
December 6, 2019
Prepared By The Nelson Report
REFERENCES
Lane County (multiple survey projects)
Devon Ashbridge – Public Information Officer
Phone: 541-682-4526
Cell: 541-515-8833
Latta Communications (multiple survey projects)
Marcia Latta – Owner
Phone: 503-580-2612
Bend La Pine School District (multiple survey projects)
Julianne Repman – Communications Director
Phone: 541-355-1010
Junction City School District
Kathleen Rodden-Nord, Superintendent
Phone: 541-998-6311 x 600
Attachment 4, Page 12 of 12