PORT OF SEATTLE 
MEMORANDUM 

COMMISSION AGENDA             Item No.      5g 
Date of Meeting   September 11, 2012 
DATE:    September 4, 2012 
TO:      Tay Yoshitani, Chief Executive Officer 
FROM:    Patricia Akiyama, Director, Public Affairs 
Nancy Blanton, Manager, Business and Corporate Communications 
SUBJECT:  New Indefinite Delivery, Indefinite Quantity Procurement for Graphic Design
Services 
Maximum Value of IDIQ Contracts: $1,000,000       Jobs created: 4 
Source of Funds: Individual project authorizations 
ACTION REQUESTED:
Request Commission authorization for the Chief Executive Officer to execute up to two Indefinite
Delivery, Indefinite Quantity (IDIQ) consulting contracts for graphic design services to maintain the
Port's graphic identity, support brand standards and messages, and support marketing and
communications strategies, internal communications and signage needs for a period of one year,
with two one-year options, for a total not to exceed contract value of $1,000,000.
SYNOPSIS: 
Commission authorization is requested for the Chief Executive Officer to execute two contracts for
services related to branding, advertising and marketing communications from firms conducting
business in the Seattle area. Under the competitive procurement, the Port will award up to two 
contracts to the highest scoring firms to provide branding and communications consulting, graphic
design, production and project management services in support of Port of Seattle public relations,
communications and marketing activities. These activities support revenue businesses, public
information needs, and community outreach for such things as the Port's Century Agenda, the 
Airport conference center and parking promotions, annual reports, audiovisual productions, special
publications, internal communications and event notices. In the past year, similar work with
contracted design agencies has resulted in seven national communications awards for the Port. It
is expected that the funds expended each year will equal about one-third of the total contract value,
but, it is possible that the required graphic design services will be less than the authorized amount 
over the life of the contracts, as is the case for the graphic design consulting contracts that were
authorized in 2009. These contracts offer small business an opportunity to bid on significant Port
work.

COMMISSION AGENDA 
Tay Yoshitani, Chief Executive Officer 
September 4, 2012 
Page 2 of 3 

BACKGROUND: 
In 2009, Port of Seattle's Public Affairs Department worked with our Central Procurement Office 
to procure graphic design consulting services. Working with three firms, the Port produced awardwinning
publications including annual reports and event promotions; celebrated the Port's 
Centennial with an interactive timeline website, special logo, and banners; promoted and hosted an
international convention for the American Association of Port Authorities; launched, promoted and
communicated about the Century Agenda; built and published a new Port of Seattle website;
helped drive revenue activity for the Airport conference center, parking garage, seaport cargo and
cruise lines of business; and supported public events such as the Maritime Festival, Earth Day, and
Port 101s; as well as trade exhibits, videos, posters, fact sheets, invitations, and more. Contracts
had a total not-to-exceed value of $1.1 million and the Port actually spent $736,000.
Public Affairs manages these contracts for all the Port's graphic design needs as a way of assisting
internal departments, developing a consistent brand identity, and maintaining high quality
products. 
PROJECT DESCRIPTION: 
Public Affairs conducted a Port-wide review of graphic design needs and determined it in the
Port's interests to contract with up to two firms to address the needs for the next three years. 
Public Affairs contracted with three firms previously in order to specifically seek electronic
communications expertise in one of the contracts. However, it is now apparent that most design
agencies have integrated electronic media with other traditional communication media. By 
limiting the Port's contracts to two firms, Public Affairs is better able to manage the quality and
consistency of the Port's brand. In times of heavier workloads with conflicting deadlines, the Port 
can parse out the work between the two firms rather than overloading one. 
The Port will advertise a Request for Proposals and award two contracts to graphic design firms
offering a high level of branding and design specialization and expertise. The two highest scoring
firms will be awarded contracts for one year, with the option of extending for up to two additional
years. These contracts offer an opportunity for small business to bid on significant Port work.
Public Affairs will manage and oversee all design approvals, schedules and work processes. 
FINANCIAL IMPLICATIONS: 
There is no funding request associated with this authorization. Individual service directives will be
executed to authorize the consultants to perform work for specific projects. 
Source of Funds: 
Each department requesting design services will cover the expense from its approved operating
budget.

COMMISSION AGENDA 
Tay Yoshitani, Chief Executive Officer 
September 4, 2012 
Page 3 of 3 

ALTERNATIVES CONSIDERED: 
Undertake separate competitive procurement process each time services are needed. This
option would not be a timely and efficient use of Port resources, as it would result in
multiple contracts for similar services. This is not the recommended alternative. 
Undertake a competitive procurement for comprehensive branding and graphic design 
services, with contracts for up to two firms who can respond in a timely manner to requests
for service. This is the recommended alternative. 
OTHER DOCUMENTS ASSOCIATED WITH THIS REQUEST: 
PowerPoint presentation 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS: 
None.