2014-28458 Reso RESOLUTION NO. 201428458
A RESOLUTION OF THE MAYOR AND CITY COMMISSION OF THE CITY
OF MIAMI BEACH, FLORIDA, APPROVING AND AUTHORIZING THE
MAYOR AND CITY CLERK TO EXECUTE AN AGREEMENT WITH THE
MIAMI HERALD FOR THE PURPOSE OF ADVERTISING CITY EVENTS,
PROGRAMS, AND FACILITIES.
WHEREAS, the City is required by law to place public hearing notices in the newspaper;
and
WHEREAS, other City departments purchase advertising from the Miami Hearald to
promote various events, programs, and facilities; and
WHEREAS, the Administration recommends approval of an agreement with The Miami
Herald for the 2014 Fiscal Year; and
WHEREAS, the City will also receive approximately $67,120 additional in in-kind
advertising with The Miami Herald.
NOW, THEREFORE, BE IT DULY RESOLVED BY THE MAYOR AND CITY
COMMISSION OF THE CITY OF MIAMI BEACH, FLORIDA, that the Mayor and City
Commission hereby approve and authorize the Mayor and City Clerk to execute an agreement
with The Miami Herald for the purpose of advertising City events, programs, and facilities.
PASSED and ADOPTED this l Skiday of ar , 2014.
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T:\AGENDA\2014\January\Miami Herald Advertising Reso.doc
APPROVED AS TO
FORM&LANGUAGE
&FOR EXECUTION
City Attorne n_ Date
I
COMMISSION ITEM SUMMARY
Condensed Title:
A Resolution Approving And Authorizing The Mayor And City Clerk To Execute An Agreement With The
Miami Herald For The Purpose Of Advertising City Events, Programs, And Facilities.
Key Intended Outcome Supported:
Improve the City's overall financial health and maintain overall bond rating
Supporting Data: N/A
Item Summa /Recommendation:
Each year various City departments purchase advertising from the Miami Herald. Some of this advertising,
such as public notices, is required by law while others are to promote public events, programs,and facilities.
In the past,each department has worked individually to purchase advertising with the Miami Herald. During
an analysis of marketing spending, City staff identified that the City could negotiate better rates and
additional cash and in-kind advertising if the City was to sign one large contract with the Miami Herald,
instead of each department purchasing advertising independently, leveraging the City's buying power.
Over the last couple months staff completed an analysis on all media spending by the entire City. Staff also
met with the media department at Miami-Dade County for feedback as they recently centralized all media
purchasing as well. Working with the individual departments to see what would be best for them; media
plans have been developed for all departments planning to advertise with the Miami Herald in FY 2014
totaling$257,500. This budgeted amount is slightly higher than prior years because the City Clerk's Office is
spending more for advertising this year due to the election. Additionally, the City has funds allocated for
recycling education, sea level rise, Washington Avenue, and parking. By organizing and bundling these
media buys the City is able to receive a higher return on our investment, and therefore reach a broader
market while maximizing City monies. Organizing all purchases into one contract, the City will receive
approximately $67,000 additional in-kind advertising with the Miami Herald and therefore a much higher
return on our investment (26%). This in-kind advertising value will be used to supplement the
aforementioned marketing campaigns and to support marketing efforts for Alton Road/West Avenue,which
do not have a pre0approved marketing budget.
The Administration recommends the adoption of the attached Resolution.
I
Financial Information:
Source of Amount Account Approved
Funds:
(4
Total $257,500 Funding from various
OBPI department budget sources
Financial Impact Summary: Current expenditures are estimated at $257,500 and any additional
expenditure will be based on appropriated budget amounts.
City Clerk's Office Legislative Tracking:
Max A. Sklar, Tourism, Culture and Economic Development Department
Sign-Offs:
partme t Director Assistant 'ty Manager City M ager
MIAMIBEACH AGENDA ITEM C� DATE � y
MIAMI BEACH
City of Miami Beach, 1700 Convention Center Drive, Miami Beach, Florida 33139,www.miamibeachfl.gov
COMMISSION MEMORANDUM
TO: Mayor Philip Levine and Members f the City ommission
FROM: Jimmy L. Morales, City Manager
DATE: January 15, 2014
SUBJECT: A RESOLUTION OF THE MAYOR ND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA,APPROV G AND AUTHORIZING THE MAYOR AND
CITY CLERK TO EXECUTE AN AGREEMENT WITH THE MIAMI HERALD FOR
THE PURPOSE OF ADVERTISING CITY EVENTS, PROGRAMS, AND
FACILITIES.
ADMINISTRATION RECOMMENDATION
Adopt the resolution.
FUNDING
Purchases will be expended from the corresponding city department expense accounts,
which were previously approved budget items for the purchase of .marketing and
advertising. Current expenditures are estimated at $257,500 and any additional
expenditure will be based on appropriated budget amounts.
ANALYSIS
Each year various City departments purchase advertising from the Miami Herald. Some of
this advertising, such as public notices, is required by law while others are to promote public
events, programs, and facilities. During the budget process, the individual budget items
were approved in each department's budget and are already in the 2014 budget. No
additional funds.are being requested for this contract.
In the past, each department has worked individually to purchase advertising with the Miami
Herald. During an analysis of marketing spending, City staff identified that the City could
negotiate better rates and additional cash and in-kind advertising if the City was to sign one
large contract with the Miami Herald, instead of each department purchasing advertising
independently, leveraging the City's buying power. Media companies commonly work with
organizations for preferred pricing when purchasing higher volumes as opposed to one ad at
a time. When working with media buys, and working in larger amounts at once,you are also
more apt to be able to negotiate sponsorships and in-kind media options
Over the last couple months staff completed an analysis on all media spending by the entire
City. Staff also met with the media department at Miami-Dade County for feedback as they
recently centralized all media purchasing as well. Working with the individual departments to
see what would be best for them; media plans have been developed for all departments
planning to advertise with the Miami Herald in FY 2014 totaling $257,500. This budgeted
amount is slightly higher than prior years because the City Clerk's Office is spending more
for advertising this year due to the election. Additionally, the City has funds allocated for
recycling education, sea level rise, Washington Avenue, and parking. By organizing and
Miami Herald Advertising
City Commission Meeting
January 15, 2014
Page 2 of 2
bundling these media buys the City is able to receive a higher return on our investment, and
therefore reach a broader market while maximizing City monies. Organizing all purchases
into one contract, the City will receive approximately$67,000 additional in-kind advertising
with the Miami Herald and therefore a much higher return on our investment(26%). This in-
kind advertising value will be used to supplement the aforementioned marketing campaigns
and to support marketing efforts for Alton Road/West Avenue, which do not have a
pre0approved marketing budget.
CONCLUSION
Staff worked diligently to organize all City advertising purchases and negotiate a contract
with the Miami Herald. The Administration recommends the adoption of the attached
Resolution authorizing an agreement with the Miami Herald in the amount of$257,500 in
cash and$67,120 in-kind for the purpose of advertising City events, programs,and facilities.
JLM/ / D
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