2014-28871 ResoRESOLUTION NO.
2014-28871
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 2015 Fiscal Year; and
WHEREAS, the City will also receive approximately $169,000 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 /7 day of I '»,bPr , 2014.
ATTEST:
CITY CLERK
APPROVED AS TO
FORM & LANGUAGE
&_ FOR EXECUTION
.-CL ; \— ( ZA-I-Yt
Date
1 City Attomey
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:
Enhance External and Internal Communication From and Within the City.
Supporting Data: N/A
Item Summary/Recommendation:
In years past, departments worked individually to purchase advertising with the Miami Herald. Beginning last
year, City staff identified that the City could negotiate better rates and additional cash and in-kind advertising
if the City was°to sign one Targe 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
Based on the agreement signed in 2014, and an additional amount for promoting the City Centennial
celebrations, staff has again been 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 2015 totaling $345,000. Total spending in 2014 was approximately $267,000 in cash and $68,000 was
received in in-kind. The 2015 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 in addition to centennial celebration
promotions. Additionally, the City has funds allocated for recycling education, sea level rise, Washington
Avenue, parking, transportation, and cultural arts events. 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
$169,000 additional in-kind advertising with the Miami Herald and therefore a much higher return on our
investment (49%). This in-kind advertising value will be used to supplement the aforementioned marketing
campaigns and to support marketing efforts for other City events, which do not have a preapproved
marketing budget.
The Administration recommends the adoption of the attached Resolution.
Financial Information:
Source
Funds:
Amount
Account Approved
Total $345,000 Funding from various
OBPI department budget sources
Financial Impact Summary: Current expenditures are estimated at $345,000 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
§ign-Offs:
D'et rtm nt Director
MIAMIBEACH
ist
As t City Manager
/A
v
City Manager
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AGENDA ITEM C 7/-f
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1915 0 2015
MIAMIBEACH
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 C•j mission
FROM: Jimmy L. Morales, City Manager
DATE: December 17, 2014
SUBJECT: A RESOLUTION OF THE MAYO I AND CITY COMMISSION OF THE CITY OF
MIAMI BEACH, FLORIDA, APPR ING 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 $345,000 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, are 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 2015 budget. No
additional funds are being requested for this contract.
In years past, departments worked individually to purchase advertising with the Miami
Herald. Beginning last year, City staff identified that the City could negotiate better rates and
additional cash and in-kind advertising if the City was to sign one Targe 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
Based on the agreement signed in 2014, and an additional amount for promoting the City
Centennial celebrations, staff has again been 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 2015, totaling $345,000. Total spending in 2014
Miami Herald Advertising
City Commission Meeting
December 17, 2014
Page 2 of 2
was approximately $267,000 in cash and $68,000 was received in in-kind. The 2015
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, in addition to centennial
celebration promotions. Additionally, the City has funds allocated for recycling education,
sea level rise, Washington Avenue, parking, transportation, and cultural arts events. 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 $169,000 additional in-
kind advertising with the Miami Herald, and therefore a much higher return on our
investment (49%). This in-kind advertising value will be used to supplement the
aforementioned marketing campaigns and to support marketing efforts for other City events
that do not have a preapproved 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 $345,000 in
cash and $169,000 in-kind for the purpose of advertising City events, programs, and
facilitie.
JLM/ T B/MAS/TD
T:WGENDA\2014\December\TCED\Miami Herald Advertising Memo FY2015.doc