Meeting_Body
REVISED
EXECUTIVE MANAGEMENT COMMITTEE
AUGUST 18, 2016
Subject/Action
SUBJECT: MEDIA PLANNING AND PLACEMENT SERVICES
ACTION: APPROVE CONTRACT AWARD
Heading
RECOMMENDATION
Title
AUTHORIZE the Chief Executive Officer to award a firm fixed unit rate Contract No. PS5603300, pending the resolution of a protest, for media planning and placement services that include strategy, planning, placement, and optimization of traditional, digital, and social media advertising with Civilian, Inc., for a not-to-exceed amount of $1,804,590 for the three-year base period, and a not-to-exceed amount of $1,245,179 for the two-year option term, for a combined not-to-exceed total of $3,049,769, effective September 1, 2016 through August 31, 2021.
Issue
ISSUE
Metro Communications is charged with helping to increase ridership, improve the customer experience and educate the public about the Long Range Transportation plan. To this end, Metro needs to keep pace with changes in how our customers choose to receive information, and employ new technologies and tools that allow for more effective communications. In an effort to reach our audiences at scale with greater efficiency, Metro Communications is recommending awarding a contract to Civilian to provide traditional, digital and social media ad planning and placement services.
Discussion
DISCUSSION
The Metro Communications department has, through the procurement process, identified advertising agency Civilian as the ideal firm for media planning and buying services. The firm has the capacity to provide detailed audience research, cross-platform placement, real-time optimization, conversion tracking and detailed reporting on advertising return on investment (ROI). Communications has deemed the firm's capabilities to satisfy broadcast, print, digital and social media services, as well as their capacity to leverage new technologies to develop custom media mixes for promoting each of Metro's programs and initiativ...
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