RFP 14053 Proposal Award Recommendation.pdf
PDF 546 KB Posted
- Attached to
- Golf Madison Park Logos
- Solicitation number
- 14053-0-2025-TJ
- Issued by
- Dane County, Mattoon Village, Wisconsin
About this file
This is a Proposal Award Recommendation document from the City of Madison, Wisconsin Finance Department's Purchasing Services division for RFP 14053-0-2025-TJ, submitted by the Parks Department. The City of Madison Parks Division solicited proposals from qualified vendors to design updated logos for Golf Madison Parks, including an umbrella logo and specific primary and secondary logos for Yahara Hills Golf Course and Monona Golf Course. The deliverables include high-resolution logo files in multiple formats (EPS, JPEG, and PDF) with full color, single-color, and black & white versions, along with a comprehensive style guide. Two initial design concepts with up to five potential revisions were required, with all work products owned by the City's Golf Enterprise Program. The contract was awarded to Zebradog following a competitive evaluation process that included 15 total proposals received. The contract execution date through January 31, 2026 marks the initial term, with no renewal options available.
The total award amount is $51,000.00 for the initial term, with no potential renewals. Funding is provided through the 2025 operating budget for services, with the full $51,000 committed in the current year and no next-year budget implications. The evaluation process utilized a 200-point scoring system for the three finalist vendors (2-Story Creative, Shine United LLC, and Zebradog), assessing technical qualifications (65 points in round one, 65 points in the finalist round), cost proposals (30 points in round one, 60 points in the finalist round), and local vendor preference (5 points in round one, 10 points in the finalist round). Zebradog achieved the highest overall score of 140.7 points and qualified for local vendor preference. Eight of the fifteen proposers qualified for local preference, though local preference did not influence the final award outcome. The proposal award was recommended on October 21, 2025, and awarded by City of Madison Purchasing on November 21, 2025.
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Other files
| File | Type | Posted |
|---|---|---|
| RFP 14053-0-2025-TJ.pdf | ||
| Bid Summary.xlsx | XLSX spreadsheet | |
| Cost Proposal Form A2 Excel Spreadsheet.xlsx | XLSX spreadsheet | |
| Addendum 1.pdf |
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Text version
DateFinance Department David P. Schmiedicke, Finance Director City-County Building, Room 406 Purchasing Services 210 Martin Luther King, Jr. Boulevard Madison, Wisconsin 53703 Phone: (608) 266-4521 Fax: (608) 266-5948 finance@cityofmadison.com www.cityofmadison.com/finance/purchasing
City of Madison Proposal Award Recommendation
Proposal award recommended by:
Department name: Parks
Department head name: David Vetrovec Initials: Date: 10/21/2025
Project name: Golf Madison Park Logos RFP number: 14053-0-2025-TJ
Project description:
The City of Madison Parks Division was seeking a qualified vendor for Golf Madison Park
Logos.
Contract term:
Initial term: Date of execution through January 31, 2026
Number of potential renewals: N/A
Award amount:
Initial term award amount: $51,000.00
Total potential award amount, including all future renewals*: $51,000
The award amount is: ☒ Actual contract amount ☐ Estimated contract amount (if yes, explain below)
The Contract Award includes price adjustment terms: x No ☐ Yes (if yes, explain below)
Budget information:
Enter current and/or next year information if applicable. Enter N/A if not applicable.
Is there grant funding associated with this project: ☐ Yes ☒ No
GL Account: 81112074-54650-00000
Project Account: Enter account number.
☐ Award is contingent on additional budget approval: Committee or authority name. Date: __________________
Budget Comment: Funded through 2025 operating budget, services.
Current year commitment $51,000 Next year commitment* $ N/A
Current budget available $51,000 Next year budget available* $ N/A
*The City may terminate any contract with no penalty if the Common Council fails to appropriate funds for the continuation of the contract for any ensuing fiscal year.
Number of proposals received: 15 mailto:finance@cityofmadison.com http://www.cityofmadison.com/finance/purchasing
List Proposers’ names.
1. 2-Story Creative LTD
2. 6AM Marketing
3. Affirm
4. Brand New Day Marketing
5. DesignCraft Advertising
6. Distillery
7. Dynamic Inc
8. Exousia Marketing Group
9. Functionaire
10. Go 2 MKT LLC
11. Revelation PR Advertising & Social Media
12. Shine United LLC
13. Tom Senatori Designs
14. Vendi Advertising
15. Zebradog
Panel members first conducted evaluations of proposals independently based on the pre-established criteria determined by the Parks Division. Then, the panel met to discuss all qualitative and quantitative aspects of the proposals and overall ratings as a group. Purchasing staff rated the cost section of the proposals.
Below is a summary of the scoring after the first round:
Section Max Points 2-Story Creative LTD
6AM
Marketing
Affirm Brand New Day Marketing
DesignCraft Advertising
Technical 65 58.50 44.83 48.83 32.00 11.83 Cost 30 5.70 3.56 4.22 13.15 16.44 Local Vendor Preference
5 0.00 0.00 5.00 0.00 5.00
Total 100 64.20 48.40 58.06 45.15 33.28
Section Max Points Distillery Dynamic Inc Exousia Marketing Group
Functionaire Go 2 MKT LLC
Technical 65 44.92 42.67 33.33 50.92 10.00 Cost 30 5.70 1.00 11.40 5.59 2.74
Local Vendor Preference
5 5.00 0.00 0.00 5.00 0.00
Total 100 55.62 43.66 44.73 61.50 12.74
Section Max Points Revelation PR Advertising & Social Media
Shine United
LLC
Tom Senatori Designs
Vendi Advertising
Zebradog
Technical 65 32.08 58.00 5.67 59.17 58.00 Cost 30 11.55 1.94 30.00 1.10 1.68 Local Vendor Preference
5 5.00 5.00 5.00 0.00 5.00
Total 100 48.64 64.94 40.67 60.27 64.68
Finalists:
Section Max Points 2-Story Creative
Shine United Zebradog
Technical 65 58.5 58.0 62.3 Interview 65 21.2 36.2 65.0 Cost 60 11.4 3.9 3.4 Local Vendor Preference
10 0 10 10
Total 200 91.1 108.1 140.7
Based on the scoring, the panel felt comfortable selecting the top scoring vendor, as the awarded vendor.
Local Vendor Preference
How many proposers qualified for Local Preference? 8
Was the selected proposer qualified for Local Preference? Yes
Did Local Preference influence the outcome of this RFP? No
Final Award of Evaluation Panel: ZEBRADOG
Additional information (optional): N/A
Purchasing reviewer: Tammy Jones Initials: TJ Date: 10/21/2025
Awarded by: City of Madison Purchasing Signature: Date:
11/21/2025
File details come from the government source that posted it. Updated .