From
Amy Sprinkles
Title
Price agreement for a comprehensive marketing campaign from BrandEra (up to $500,000 annually) for one year with the option to renew for four additional one year periods totaling $2,500,000 if all options are exercised and funding is appropriated; and authorize the City Manager to execute the renewal options with aggregate price fluctuations of the lesser of up to $50,000 or 25% of the original maximum price so long as sufficient funding is appropriated by the City Council to satisfy the City's obligation during the renewal terms
Presenter
Amy Sprinkles, Marketing/Library Director
Recommended Action
Approve
Analysis
In November 2014, the city of Grand Prairie issued a Request for Qualifications to conduct a $500,000 regional advertising campaign, branding the city as the place to live, work and play in DFW. Seven agencies responded. Three were selected for interview. BrandEra was selected as the winning firm by a panel of judges for the 2015 campaign.
We would like to enter into contract with BrandEra for the 2015 regional ad campaign. In 2015, the $500,000 budget will be spent for a combination of agency time, media buys, printing, online advertising, direct mail, social media, radio and television in market under the direction and approval of the city's Marketing Department.
Financial Consideration
The FY 2014/2015 budget has the funding for this expenditure approved and allocated as $300,000 in the Hotel Motel Tax Fund (172110) and $200,000 in the Capital Reserve Fund (402592), WO #01510903 (Staycation Advertising Campaign). Funding for future fiscal years will be paid from that year's approved budgets.