City of San Antonio - File #: 14-1034

• File #: 14-1034
• Type: Misc - Professional Services Agreements
• In control: City Council A Session
• On agenda: 5/29/2014
• Posting Language: An Ordinance authorizing a renewal agreement with Proof Advertising, L.L.C. for advertising, marketing and public relations services for the City of San Antonio Convention & Visitors Bureau, for a two year term beginning October 1, 2014 for an amount of $7.5 Million. [Ed Belmares, Assistant City Manager; Casandra Matej, Director, Convention and Visitors Bureau]

Date	Ver.	Action By	Action	Result
5/29/2014	1	City Council A Session	adopted	Pass

DEPARTMENT: San Antonio Convention & Visitors Bureau


DEPARTMENT HEAD: Casandra Matej


COUNCIL DISTRICTS IMPACTED: City-Wide


SUBJECT:

Advertising Contract Renewal

SUMMARY:

This ordinance authorizes the City Manager or her designee to execute a two-year Renewal Agreement with Proof Advertising, L.L.C ("Proof Advertising") to serve as the official advertising, marketing and public relations agency for the City of San Antonio Convention and Visitors Bureau beginning October 1, 2014 through September 30, 2016.

BACKGROUND INFORMATION:

Ordinance No. 2011-09-01-0704, dated September 1, 2011, authorized the execution of a three (3) year contract with Proof Advertising beginning October 1, 2011 to September 30, 2014 with an option to renew for one additional two (2) year term.
An overview of the advertising contract scope of services includes integrated strategic planning, marketing, creative concept and production, media planning and buying, project management, public relations, and research coordinated with the Convention and Visitors Bureau in order to promote and market San Antonio as a premier leisure visitor and convention/meeting destination.
Some key achievements during this initial term include:
* New strategy development expanding San Antonio brand
* Emphasized digital strategies
o online advertising/marketing
o social media
o enhanced website experience
* Achieved 30% SBEDA participation compared to 20% goal
* Assisted CVB/City in growing Hotel Occupancy Tax in FY 2012 and FY 2013 by 7.8% and 7.2% respectively.
* Successful management and execution of multiple campaigns and programs

The Convention and Visitors Bureau advertising budget for the current contract period was $7.5 million annually for FY 2012, 2013 and FY 2014. These funds have been invested approximately as follows:
Working Media 64.1%
Production / Retainer 21.7%
Research / Collateral / Other 14.2%
All Convention and Visitor Bureau fu...