National Park Service and Santa Monica Mountains Fund Grant for Marketing and Public Awareness

A. The SMMF agrees to:

1. Hire, pay and manage contractors to provide marketing and other communication materials to better promote and communicate national recreation area resources, facilities, and programs. Improved identity and awareness of the national recreation area benefits the SMMF by furthering its mission to support the park and its goal to enhance the public�s knowledge and stewardship of the natural and cultural diversity available in the Santa Monica Mountains. These materials will result directly from the marketing and branding strategies currently being developed by the Santa Monica Mountains Fund in partnership with the NPS. These services will include all or a portion of the following:

a. Pilot a series of some or all of the following products and invest in subsequent products and materials based on the success of the pilot products.
b. Creation of a series of video and web technology materials that highlight different park sites, recreation offerings, and education about stewardship opportunities for the cultural and natural resources in the Santa Monica Mountains.
c. Creation of a series of signs and other printed media that reinforce the graphic identity of the Santa Monica Mountains.
d. Creation of a series of printed and online communication materials that disseminate appropriate marketing messages and taglines that compliment and reinforce the Santa Monica Mountains graphic identity and the national recreation area resources, facilities, and programs to diverse audiences.
e. Creation of apparel, posters, cards and other merchandise that convey the brand and messages of the Santa Monica Mountains.
f. Identify and create new products that promote the messages and brand of the Santa Monica Mountains for the new interagency visitor center at King Gillette Ranch.
g. Submit a preliminary and final presentation report describing product concepts, recommendations, and finished materials.

B. The NPS agrees to:

1. Provide consultation on NPS marketing and education material standards, reference materials, and financial assistance necessary to support development and creation of the marketing and branding products. The NPS will benefit from increased public awareness and understanding of park values, programs, and services through comprehensive dissemination of marketing and branding materials. This work will be performed between October 1, 2011 and December 31, 2014.

a. Provide financial assistance in the amount of $60,000 for implementation of graphic identity system and marketing messages. Santa Monica Mountains Fund may charge up to an 8% administrative fee for this agreement.
b. Provide park reference materials and publications to support accurate production of marketing products.
c. Provide review comments to contractor submissions to ensure products are relevant, accurate, and consistent with NPS standards and policies.

C. Both SMMF and NPS agree to:

1. Work together to ensure quality products. Both parties will assist with:

a. Oversight of the branding and marketing products that are developed out of the branding and marketing implementation plan.
b. Selecting high priority park locations and messaging concepts to highlight.
c. Selecting feasible products that are useful to both SMMF and the NPS.