Okaloosa County BOCC — November 5, 2013 — reading text

$629,559 District 1 - Resurfacing 3204-553011 ($31,517) District 2 - Resurfacing 3204-553012 $52,538 District 3 - Resurfacing 3204-553013 $45,606 District 4 - Resurfacing 3204-553014 $52,481 District 5 - Resurfacing 3204-553015 $35,966 Packet Pg. 209 Adopted this regular session the 17th day of December 2013. BOARD OF COUNTY COMMISSIONERS OKALOOSA COUNTY, FLORIDA ____________________________________ DON R. AMUNDS, CHAIRMAN ATTEST: DON W. HOWARD CLERK OF CIRCUIT COURT BY: ____________________________ Deputy Clerk Budget Amendment No.__________ Packet Pg. 210 Packet Pg. 211  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: December 17, 2013 TO: Honorable Chairman and Members of the Board FROM: Sunil Harman SUBJECT: Romjue Advertising Task Order No. 14 DEPARTMENT: Airport BCC DISTRICT: ALL STATEMENT OF ISSUE: Pursuant to Okaloosa County Purchasing Policy, purchases in excess of $50,000 require Board approval prior to purchasing. Further, pursuant to Contract C12-2006-AP, Romjue Advertising & Company (“Romjue”) is required to submit a Task Order for Media Buying, Marketing and Advertising Services. Attached is Task Order 14 from Romjue in an amount not to exceed $200,000 to market and promote the Airports. BACKGROUND: On December 4, 2012 the Okaloosa County Board of Commissioners (“Board”) entered into an agreement with Romjue for the provision of media buying, marketing and advertising services in order to promote the Okaloosa County airports.. On September 16, 2013, the Board approved the Airports' departmental budget for FY 2013-2014, which included the following line items: • 4201-548001 for Promotional Activities at VPS in an amount of $300,000; and • 4220-548001 for Promotional Activities at Bob Sikes Airport in an amount of $7,400. Historically, Romjue submitted monthly task orders and invoices for media buys. However, since many of the media vendors utilize a “broadcast calendar” rather than a standard calendar, this created some confusion in the review and accounting of Romjue’s task orders and invoices. Unlike a standard calendar, every week in a broadcast calendar starts on a Monday and ends on a Saturday. Thus, broadcast calendar months have either 28 or 35 days. Following the suggestion from the Clerk’s Finance Department, we have prepared Task Order 14 which, if approved, would authorize Romjue to perform services and purchase media as outlined in the attached Marketing Proposal in an amount not to exceed $200,000. A copy of Task Order 14 is attached along with a summary description of the marketing proposal. Several Romjue invoices, related to media buys authorized by Task Orders 9 through 13, were rejected by Clerk’s Finance due to the broadcast calendar discrepancy. If necessary, funds allocated under Task Order 14 may need to be used to complete payment of these past invoices, as well as expenses incurred during the month of December 2013 prior to the Chairman’s signature on this task order. OPTIONS: Approve/Disapprove RECOMMENDATIONS: Approve Task Order 14 with Romjue in an amount not to exceed $200,000 for the purchase of media intended to attract businesses and additional passengers to Okaloosa County Airports and Packet Pg. 212 pay Task Orders 9 through 13 as well as any expenses incurred during the month of December 2013 until signed by the Chairman. RECOMMENDED BY: APPROVED BY: Ernie Padgett, County Administrator Packet Pg. 213 Packet Pg. 214 Packet Pg. 215 Packet Pg. 216 Packet Pg. 217 Packet Pg. 218 Packet Pg. 219 Packet Pg. 220 Packet Pg. 221 Packet Pg. 222 Packet Pg. 223 Packet Pg. 224 Packet Pg. 225 Packet Pg. 226 Packet Pg. 227 Packet Pg. 228 Okaloosa County Airports Marketing Proposal Task Order #14 December 17, 2013 Packet Pg. 229 Okaloosa County Airports Budget for Promotional Activities Promotional Activities at VPS: $300,000 Promotional Activities at Bob Sikes: $7,400 Total: $307,400 Total Allocation under Task Order #14: $200,000 •It is our intent to allocate the funds listed for each media type. However, it may be necessary to shift funds to a different media type based on changing market needs and demands. •If necessary, funds allocated under Task Order 14 may need to be used to complete payment of Task Orders 9 through 13. Packet Pg. 230  Summary Media Dollars Television/Cable $50,000 Print/Newspaper $25,000 Magazines $25,000 Radio $25,000 Outdoor $15,000 Online $30,000 Social Media $8,000 Creative Design $10,000 Community Partnerships $12,000 Total Media $200,000 Packet Pg. 231  Television/Cable Highlights: • Purchase television schedule to include 30 and 5 second ads • Reach large numbers of people in short period of time Rationale: • Okaloosa County: Center of television Pensacola-Mobile- Panama City DMA • Crucial to advertise in both markets • Cable offers new opportunities to pinpoint specific audiences Investment : • Cost: $50,000 Packet Pg. 232  Print/Newspaper Highlights: • Reach large number of people in Okaloosa County and surrounding areas • Easy to change message to meet market changes Rationale: • Weekly visibility to local community • One daily edition reaches 45% of market Investment: • Cost: $25,000 Packet Pg. 233  Magazines Highlights: • Great color and quality in ads • Reach local audience with important information they can refer back to Rationale: • Use Publications that cater to audience whose editorial content specializes in topics of interest Investment: • Cost: $25,000 Packet Pg. 234  Radio Highlights: • Stations provide wide coverage across the Emerald Coast and north into Alabama • On-air personalities have been in the area for years and are known and recognized by community Rationale: • Vast array of radio program formats offer efficient target to demographic • Allows for speed, flexibility and immediacy to convey message Investment: • Cost: $25,000 Packet Pg. 235  Outdoor Highlights: • Static and digital billboards Rationale: • Unsurpassed in ability to supply long-lasting impressions, coverage, reach and frequency 24/7 • Digitals boards can be changed daily to convey changing messages such as airline fare sales Investment: • Cost: $15,000 Packet Pg. 236  Online Media Highlights: • SEM (Search Engine Marketing)reaches people at exact moment they are searching a topic • Effective in driving sales and leads • Banner advertising engages potential customers with compelling online ads hand selected to reach target audience Rationale: • Delivers high ROI in many geographies. • Deliver ads locally and in direct flight markets to increase passengers inbound and outbound. Investment: • Cost: $30,000 Packet Pg. 237  Social Media Highlights: • Management of daily Facebook, Twitter posts and monthly blog Rationale: • Social networking makes it possible to establish relationships, convey messages and build trust online • Main website will gain traffic from conversations through social networking websites, discussions, groups, and blog comments • Search engine optimization is increased through number back links to website and/or blog Investment: • Cost: $8,000 Packet Pg. 238  Creative Design Highlights: • Create award winning ads for print and broadcast • Create consistency in branding Rationale: • Compelling ads sell and persuade intended target audience • Builds brand recognition, strong identity and good reputation Investment: • Cost: $10,000 Packet Pg. 239  Community Partnerships Highlights: • Community opportunities help promote and attract increased awareness of the Northwest Florida Regional Airport to both local and out of state attendees Rationale: • Airport will ensure maximum exposure and branding prior to and at event Investment: Cost: $12,000 Packet Pg. 240  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: December 17, 2013 TO: Honorable Chairman and Members of the Board FROM: Sunil Harman SUBJECT: Rondan Hangar Construction Amendment 1 DEPARTMENT: Airport BCC DISTRICT: ALL STATEMENT OF ISSUE: The Airports Department is requesting the Board of County Commissioners approve to extend the date of which vertical construction must begin by, as well as extend the construction completion date for RONDAN CEW, LLC . BACKGROUND: In January 2013, RONDAN CEW, LLC was awarded a ground lease at Bob Sikes Airport (CEW) with the intent of constructing a speculative aircraft hangar. Vertical construction was to begin by January 2014 and be completed by January 2016. In the interim, the Airports Department, in conjunction with RONDAN CEW, LLC, entered into negotiations with aerospace corporations looking to relocate their operations, and Bob Sikes Airport was an option, thus causing a delay in building the speculative hangar. The negotiations with Airports and RONDAN CEW, LLC have not come to fruition and RONDAN CEW, LLC would like to proceed with the initial plan to construct the speculative hangar as initially planned but will need additional time. OPTIONS: Approve, Reject, or Table RECOMMENDATIONS: Approve Amendment Number One to the RONDAN CEW, LLC lease to extend the date in which vertical construction must be started to one (1) year and hangar completion to within two (2) years of the execution of this agreement. RECOMMENDED BY: Packet Pg. 241 APPROVED BY: Ernie Padgett, County Administrator Packet Pg. 242 Packet Pg. 243 Packet Pg. 244 Packet Pg. 245 Packet Pg. 246  BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: December 17, 2013 TO: Honorable Chairman and Members of the Board FROM: Sunil Harman