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STRATEGIC OUTCOMES |
ACTION |
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Department: |
☒ Safe & Prosperous |
☒ Motion |
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Finance |
☐ Active & Appealing |
☐ Resolution |
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☒ Respected & Responsible |
☐ Ordinance - Introduction |
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Division: |
☐ Connected & Engaged |
☐ Ordinance - Adoption |
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Procurement |
☐ Unique & Creative |
☐ Public Hearing |
TITLE:
title
Cooperative Purchase Agreement: Economic Development Marketing and Media Services
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SUMMARY RECOMMENDATION:
Summary Recommendation
Authorize the use of a Cooperative Purchase Agreement initiated by the State of Arizona for media and marketing services with Highnoon Ventures LLC, Phoenix, AZ for an estimated annual expense of $89,950, with the option to renew for three additional one-year periods pending budget appropriation and satisfactory performance. (City Administration CPA-23-132) (Jenn Reichelt/ Robin R. Wilson)
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STRATEGIC OUTCOME:
The item supports the City Council’s strategic outcomes of Respected and Responsible as well as Safe and Prosperous by providing account management, marketing strategy, and creative services needed to implement the Target Industry Analysis through the development of a comprehensive economic development media and marketing plan.
REPORT:
In FY 2023, the City utilized a cooperative purchase agreement through the State of Arizona for marketing services with Highnoon, an Arizona marketing and consulting agency, to develop an economic development media and marketing campaign for the City. The plan was intended to build brand awareness and assist in attracting new businesses and industries to Yuma.
To develop a comprehensive marketing and media plan, Highnoon conducted an extensive marketplace review, which included gathering key insights from the City’s Target Industry Analysis (TIA), analyzing industry data, and researching current global, national, regional, and local economic development conditions and trends. This extensive up-front research was intended to help identify at least one top industry from the TIA for the City to focus on during the initial campaign. Based on this research, it was recommended that the initial campaign focus on Aircraft and Aerospace Manufacturing, Battery Manufacturing, and Third-Party Logistics.
Once the initial industries were selected, Highnoon presented the City with several campaign mood boards and creative concepts to review. Once the creative concept was selected, Highnoon developed content themes, key messaging, and a campaign style guide which served as the guiding framework throughout the campaign. In addition, Highnoon developed a media plan that leveraged a multi-channel approach to reach key decision-makers in the selected target industries including paid social (LinkedIn) and cross-device display ads (Google). Highnoon was also responsible for ongoing media management and reporting, which included providing City staff with a comprehensive monthly report detailing the performance across the campaign.
The initial FY 2023 campaign proved to be successful in building awareness, targeting key decision makers, and driving traffic to the City’s website. Reviewing all-time performance, the top three ads were all related to Aircraft and Aerospace Manufacturing, with a click through rate (CTR) of .57% during the campaign. It should be noted that the average CTR for a comparable campaign is .08%, which means that the City’s CTR rate was 7 times higher than the average. In addition, the campaign drove nearly 13,000 pageviews to the City’s economic development webpage, where visitors stayed for an average of 3:06 minutes.
The FY 2024 economic development media and marketing campaign will continue the efforts started during last year’s initial campaign. The contract with Highnoon includes account management and strategy, creative design and development, videography and photography services, as well as media placement and management. The campaign is intended to reach key decision makers in this year’s identified industries.
FISCAL REQUIREMENTS:
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CITY FUNDS: |
$ 89,950.00 |
BUDGETED: |
$100,000.00 |
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STATE FUNDS: |
$ 0.00 |
AVAILABLE TO TRANSFER: |
$ 0.00 |
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FEDERAL FUNDS: |
$ 0.00 |
IN CONTINGENCY: |
$ 0.00 |
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OTHER SOURCES: |
$ 0.00 |
FUNDING: ACCOUNT/FUND #/CIP |
TOTAL $ 89,950.00
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General Fund |
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To total; right click number & choose “Update Field” |
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FISCAL IMPACT STATEMENT:
Sufficient budget authority is in the FY 2024 City Council approved budget.
ADDITIONAL INFORMATION:
SUPPORTING DOCUMENTS NOT ATTACHED TO THE CITY COUNCIL ACTION FORM THAT ARE ON FILE IN THE OFFICE OF THE CITY CLERK:
None
IF CITY COUNCIL ACTION INCLUDES A CONTRACT, LEASE OR AGREEMENT, WHO WILL BE RESPONSIBLE FOR ROUTING THE DOCUMENT FOR SIGNATURE AFTER CITY COUNCIL APPROVAL?
☒ Department
☐ City Clerk’s Office
☐ Document to be recorded
☐ Document to be codified
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Acting City Administrator: |
Date: |
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John D. Simonton |
10/06/2023 |
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Reviewed by City Attorney: |
Date: |
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Richard W. Files |
10/06/2023 |