Meeting_Body
EXECUTIVE MANAGEMENT COMMITTEE
OCTOBER 19, 2023
Subject
SUBJECT: MULTICULTURAL MARKETING AGENCY SUPPORT SERVICES
Action
ACTION: AWARD CONTRACT
Heading
RECOMMENDATION
Title
AUTHORIZE the Chief Executive Officer to award and execute a four-year firm fixed unit rate Contract No. PS93705000 to Acento Advertising, Inc. for Multicultural Marketing Agency Support Services, for a not-to-exceed amount (NTE) of $4,295,160 for the two-year base term and $4,504,680 for the two-year option term, for a total combined NTE amount of $8,799,840, effective November 1, 2023, subject to the resolution of any properly submitted protest(s).
Issue
ISSUE
The Customer Experience team requires a multicultural marketing agency to ensure that we are effectively communicating our services, programs, projects, and initiatives to all the diverse populations Metro serves in culturally-relevant ways.
Background
BACKGROUND
According to the 2022 Metro Customer Experience survey, Metro riders are ethnically diverse: 58% are Latino or Hispanic, 14% are Black/African American 12% are White/Caucasian and 8% are Asian/Pacific Islander.
Metro's Customer Experience (CX) Department includes Marketing, Public Relations, Community Relations, Arts and Community Enrichment, Customer Care, and Customer Experience Strategy & Insights. Over the last year, the team began evaluating ways to improve our communications, outreach, and marketing with diverse customers, and last month, we started a cross-functional Latino/Hispanic team that is generating ideas and making recommendations about ways to improve our approaches to reaching those audiences. As the Customer Experience department continues its work to put customers at the center, it's imperative that we improve our ability to communicate with diverse audiences in a variety of languages and in ways that are culturally relevant.
Discussion
DISCUSSION
As Metro works to grow ridership, Metro must proactively reach out to...
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