DEPARTMENT: Animal Care Services
DEPARTMENT HEAD: Heber Lefgren
COUNCIL DISTRICTS IMPACTED: City Wide
SUBJECT:
Marketing and Advertising Services for Animal Care Services
SUMMARY:
An Ordinance approving a contract amendment with aMAEzing LLC in an amount up to $12,000 for specialized targeted advertising campaigns, increase the total compensation through funding received from private donations for a pet adoptions campaign in fiscal year 2018, and authorizing the ACS Director to amend the agreement if additional funds are made available.
BACKGROUND INFORMATION:
On November 2, 2016, a Request for Proposals (RFP) was issued to solicit responses from qualified Respondents for a full-service bilingual advertising and marketing agency to collaborate with Animal Care Services (ACS) on impactful outreach awareness that encourages responsible pet ownership and the humane treatment of our community's pets.
On February 9, 2017, City Council approved an Ordinance authorizing a contract with aMAEzing, LLC to provide marketing and advertising services to Animal Care Services in the amount of up to $150,000 per Fiscal Year for a term of February 1, 2017 through September 30, 2019 with the option to renew two one-year terms. The estimated total amount of funds for the three-year contract is $420,000.
In Fiscal Year 2017, ACS successfully completed a bilingual advertising and marketing campaign focusing on State and local animal-related laws to include "leash...not loose", responsible pet ownership, and spay/neuter. The campaign used a combination of traditional and non-traditional advertising formats including radio, print, billboards, bus shelters and digital/mobile advertisements.
In Fiscal Year 2018, ACS is focusing on the revisions to Chapter 5 of the City code that were adopted by City Council in October 2017. The Chapter 5 Educational Campaign includes 350 T.V. and radio commercials per month, advertising through 28 billboards, 13 bus stops and has r...
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