Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
JULY 20, 2023
Subject
SUBJECT: ADVERTISING & COMMUNICATION SERVICES CONTRACT
Action
ACTION: APPROVE CONTRACT MODIFICATION
Heading
RECOMMENDATION
Title
AUTHORIZE the Chief Executive Officer (CEO) to execute Modification No. 1 to Contract No.PS71009000 with Civilian, Inc. for advertising and communication services in the amount of $1,500,000, increasing the base contract value from $1,738,469 to a not-to-exceed amount of $3,238,469.
Issue
ISSUE
Metro's marketing communications team develops and implements campaigns to grow ridership and promote agency initiatives including those related to equity and safety. A current priority is to grow ridership to pre-pandemic levels, leveraging the growth of the rail system (including the K Line and Regional Connector station openings), continued service updates and improvements, fare program initiatives including the GoPass and LIFE programs, and sports and entertainment events that are so prevalent in Los Angeles. With this opportunity comes the need for expanded media purchasing and marketing services. Metro contracts with Civilian, Inc., for these services, however, a contract modification is required to fund the work that Metro requires through May 30, 2024, the end of the base term.
BACKGROUND
In April 2021, Civilian was awarded a multi-year contract for advertising & communications services in the not-to-exceed amount of $1,738,469 for the three-year base term, plus $614,064 for a one-year option, for a total not-to-exceed contract value of $2,353,073. This contract was awarded amidst the uncertainty of the Covid-19 pandemic during which the focus was on rider education about pandemic-related safety and related service changes.
Since then, the focus expanded to support Metro's ridership and safety efforts, including the K Line and Regional Connector openings, LIFE and reduced fare programs, bus operator recruitment, Go 511 campaigns and Eat Shop Play.
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