Metro - File #: 2021-0168

• File #: 2021-0168
• Type: Contract
• Status: Passed
• File created: 3/19/2021
• In control: Board of Directors - Regular Board Meeting
• On agenda: 4/22/2021
• Final action: 4/22/2021
• Title: A. AUTHORIZE the Chief Executive Officer to award a four-year, firm fixed unit rate Contract No. PS71009000 to Civilian, Inc. to provide advertising and communications services, for an amount not-to-exceed $1,738,469 for the three-year base term, effective June 1, 2021 through May 31, 2024, plus $614,604 for the one-year option period, for a total not-to-exceed amount of $2,353,073 subject to resolution of protest(s), if any. B. AUTHORIZE the Chief Executive Officer to award individual media purchases associated with the advertising and communication services to be provided by Civilian, Inc. under Contract No. PS71009000, for a total amount not to exceed $28,000,000 for a four-year period, inclusive of a one-year option. C. APPROVE a four-year Media Buy Budget of $28,000,000, inclusive of a one-year option, for both traditional marketing channels (television, radio, print) and digital channels (websites, social media, streaming).
• Sponsors: Board of Directors - Regular Board Meeting
• Indexes: Advertising, Budget, Budgeting, Contract administration, Contracts, Payment, Procurement, Purchasing, Radio and television

Date	Action By	Action	Result
4/22/2021	Board of Directors - Regular Board Meeting
4/15/2021	Executive Management Committee

Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
APRIL 15, 2021

Subject
SUBJECT: ADVERTISING AND COMMUNICATIONS SERVICES

Action
ACTION: APPROVE CONTRACT AWARD

Heading
RECOMMENDATION

Title

A. AUTHORIZE the Chief Executive Officer to award a four-year, firm fixed unit rate Contract No. PS71009000 to Civilian, Inc. to provide advertising and communications services, for an amount not-to-exceed $1,738,469 for the three-year base term, effective June 1, 2021 through May 31, 2024, plus $614,604 for the one-year option period, for a total not-to-exceed amount of $2,353,073 subject to resolution of protest(s), if any.

B. AUTHORIZE the Chief Executive Officer to award individual media purchases associated with the advertising and communication services to be provided by Civilian, Inc. under Contract No. PS71009000, for a total amount not to exceed $28,000,000 for a four-year period, inclusive of a one-year option.

C. APPROVE a four-year Media Buy Budget of $28,000,000, inclusive of a one-year option, for both traditional marketing channels (television, radio, print) and digital channels (websites, social media, streaming).

Background
BACKGROUND

Metro Communications Marketing is currently utilizing a media agency for ad planning and buying, and the contract is expiring on May 31, 2021. Also, the department is looking to expand on the scope of work to accommodate the growth and need of Metro due to the year-over-year (YOY) increases in digital advertising and promotions. The rise in Metro's digital spending requires more data analysis, creative development and accounting support. The goal is to contract with a full-service advertising agency that has a wide range of capabilities to deliver services that would address transit ridership growth, safety and security improvements, bus operator hiring expansion, etc. The advertising agency shall work closely with Metro's Marketing team to assess the annual advertising budget, strategize and develop integrated adverti...