Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
JANUARY 16, 2025
Subject
SUBJECT: ADVERTISING AND COMMUNICATIONS SERVICES
Action
ACTION: AWARD CONTRACT
Heading
RECOMMENDATION
Title
AUTHORIZE the Chief Executive Officer to:
A. AWARD a firm fixed unit rate Contract No. PS123964000 to GP Generate, LLC to provide advertising and communications services in the Not-to-Exceed (NTE) amount of $1,435,875 for the three-year base term, and $957,250 for the two-year option term, for a total NTE amount of $2,393,125, effective February 15, 2025, subject to resolution of any properly submitted protest(s), if any; and
B. PASS-THROUGH the award of individual media purchases associated with the advertising and media services to be provided by GP Generate, LLC for a total NTE amount of $9,000,000 for the first three-year period and additional pass-through costs of $6,000,000 for the option term under Contract No. PS123964000, for a total combined NTE contract value of $17,393,125.
Issue
ISSUE
Metro's current media buying agency expires on February 28, 2025 and the new media buying agency will start on February 15, 2025 which ensures a smooth transition, avoids disruptions, and allows the new agency time to onboard. Media buying is essential for Metro to effectively communicate with its riders, the communities it serves and potential new riders.
Media buying, often referred to as advertising, enables strategic placement of communication materials including ads across a multitude of media channels and environments with custom messaging to address riders' specific needs. Strategic media buying ensures Metro's transit information and recommendations reach the right audiences, empowering riders to navigate the city efficiently and encouraging non-transit riders to try using Metro. Metro does not have the staff internally to implement media buys. To ensure no disruption in communications outreach efforts, Metro must use a media agency with advanced digital marketing e...
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