PORT OF SEATTLE 
MEMORANDUM 
COMMISSION AGENDA               Item No.      4b 
ACTION ITEM 
Date of Meeting    September 8, 2015 
DATE:    July 10, 2015 
TO:      Ted Fick, Chief Executive Officer 
FROM:   Julie Collins, Senior Director and Susan Stoltzfus, Manager, Public Affairs 
SUBJECT:  Service agreement for graphic design services 
Amount of This Request:         $870,000   Source of Funds: 
Operating 
Est. Total Project Cost:           $870,000 
Est. State and Local Taxes:            n/a   Est. Jobs Created: n/a 
(international) 
Net Proceeds to the Port:            none 
ACTION REQUESTED 
Request Commission authorization for the Chief Executive Officer to execute up to three 
consulting services indefinite delivery, indefinite quantity (IDIQ) contracts for Graphic Design
Services for a total maximum value of $870,000.
SYNOPSIS 
These contracts will replace three similar agreements that have been in place for the past three
years, during which time an amount comparable to this request has been expended for graphic
design services. Examples of past projects include newsletters, brochures, reports, banners,
advertisements, fliers, and promotion materials. The need to produce such materials using a
professional graphic design firm is expected to remain steady for the next three years with some
peak workload for projects such as a website redesign. Most materials are revised and produced
annually or quarterly. 
BACKGROUND 
The Port has had one employee who provides graphic design services, but that position will
move to the Seaport Alliance in 2016. This person typically produced graphics to meet day-today
needs of the former Seaport Division but sometimes worked on projects for other Port
divisions or departments. Historically most Port graphic design services have been provided by
consultants largely because the expertise and time was not available in house. Contracting for
these services makes sense due to the sporadic nature of the needs, as well as the peak workload
that occurs during certain times of year. 

Template revised May 30, 2013.

COMMISSION AGENDA 
Ted Fick, Chief Executive Officer 
August 19, 2015 
Page 2 of 4 
While the volume of projects needing graphic design is expected to remain constant, there are
some large projects that could create peak workload demands, such as redesigning the Port's
internal and external websites to provide more opportunity for engagement, to increase
transparency, to automate processes, and to better reflect the new organizational structure and
long-range planning goals. 
The contracts will provide the ability to work on both small projects and large-scale, long-term
projects, while continuing to meet the ongoing day-to-day design needs of the Port. 

PROJECT JUSTIFICATION AND DETAILS 
Project Objectives 
To maintain and improve a consistent look and feel to the Port of Seattle's electronic
and printed communication and promotional materials. 
To improve awareness and understanding of the Port's mission and lines of business
through effective graphic design 
To provide flexibility in graphic design services by contracting with two firms that can
both produce high-quality materials. 
To support the outreach and communication needs of all of the Port's lines of business. 

Scope of Work 
The consultant will provide high-quality strategic creative concepts and graphic designs that
interpret, maintain, extend and enhance POS brand. Projects include various types of
communications materials for local, regional, national, and international audiences that support
strategic initiatives and programs. Consultant will be expected to attend planning meetings and
develop creative briefs for review and approval, as well as produce specific marketing and
communication materials. 
These could include marketing and communications strategy, definition and development;
marketing materials for airport parking and cruise promotions; branded materials; national and
international advertising and marketing materials; informational and promotional printed
materials; community engagement initiatives; integrated communication materials and products,
exhibits; and promotional videos that are graphically consistent with POS brand. 
Provide website design for internet and intranet, I-pad, mobile phone and email communications.
Products may include, but are not limited to, animated holiday cards, videos, interactive maps,
electronic publications, interactive timelines, surveys, special purpose promotions and related
products that integrate graphically with POS brand. Design and develop reusable content for

COMMISSION AGENDA 
Ted Fick, Chief Executive Officer 
August 19, 2015 
Page 3 of 4 
website and social media. Advise on best practices, trends and strategies for effective digital
communications. 
Contract duration will be one year with options to extend for two additional years. No funding is
associated with this authorization.
The Port intends to set aside one contract for a small business. The first 2 contracts will be
awarded to the two top ranked firms. The third contract will be awarded to the next highest
ranked small business and if there is not small business available it will be awarded to the next
highest ranked firm. 

Schedule 
Upon Commission approval of this authorization, work can commence to issue an RFP with the
goal of having signed contracts by December 31, 2015. 

FINANCIAL IMPLICATIONS 
Budget Status and Source of Funds 
No funding is associated with this authorization. Funding is within budgets. Graphic design
services are billed to the business unit that requests them, although Public Affairs manages the
contracts. 

STRATEGIES AND OBJECTIVES 
Professional graphic design is needed to gain attention, build awareness, and develop
understanding of the Port's mission, vision, strategies, and objectives. Developing shared
meaning between the Port and its customers and stakeholders, as well as other audiences,
requires that communication materials are informative and engaging  goals that can be achieved
with professional graphic design. 
Professional graphic design is needed to communicate compelling information to convey the
Port's role as a leading job creator, economic development engine, supporter of trade and
commerce, and steward of local environmental resources. Good design is a communications and
marketing tool, just like words and photos. 
Professional graphic design is needed to build trust, enhance credibility, and improve
transparency. Making it easy for people to find information through good design creates a sense
of openness that says "we have nothing to hide." Good web designers, for example, build
websites to enhance searchability through search-engine optimization techniques. 
Professional graphic design is needed to create a unique and consistent identity for the Port
and its lines of business.

COMMISSION AGENDA 
Ted Fick, Chief Executive Officer 
August 19, 2015 
Page 4 of 4 

ALTERNATIVES AND IMPLICATIONS CONSIDERED 
Alternative 1)  Do not develop any contracts. This would prevent the production of any new
materials and would severely inhibit the quarterly and annual revisions of existing materials.
Basic design services would have to be provided by current employees, although none has the
graphics skills or the available time to take on these projects. 
Alternative 2)  Develop only one contract. This would significantly inhibit the flexibility
needed to meet simultaneous demands for graphic design services. For each project, different
skills are needed and the choice of three firms triples the chances of finding the right skill set for
the job at hand. This also inhibits the ability of smaller firms to compete for these contracts since
they may not have the resources to provide all the services required in the time they are needed if
they were the only graphic design consultant. 
Alternative 3)  Develop two contracts with a reduced scope of work or for a shorter duration. 
This would inhibit or prevent the production of some materials requested by Port business units
and therefore would degrade the ability to communicate effectively with their audiences. A
duration of less than three years would jeopardize the consistent look and feel of the Port's
communication and outreach materials by increasing the potential that different firms with
different aesthetic approaches would be working on the same materials each year. 
Alternative 4)  Develop three contracts, each with a three-year duration. This alternative
provides for consistency and flexibility. It enables staff to work with designers who have
different strengths, i.e. the right tool for the job. It provides the opportunity to develop new
materials as needed and to maintain the quality of the existing materials. It provides greater
opportunity for smaller firms to successfully compete for these contracts. This is the
recommended alternative. 

ATTACHMENTS TO THIS REQUEST (none) 
PREVIOUS COMMISSION ACTIONS OR BRIEFINGS 
(none)