SUBJECT:
title
Approval of a resolution authorizing the President & CEO, or her designee, to finalize and execute contracts for marketing services with Sherry Matthews Group, Pulsar Advertising, ReconMR, Sensis and Satori Marketing in a total amount not to exceed $17,472,281 for one (1) base year and four (4) option years.
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FISCAL IMPACT:
Funding for this action is in the proposed FY2025 Operating Budget.
STRATEGIC PLAN:
Strategic Goal Alignment:
☒ 1. Customer ☐ 2. Community
☐ 3. Workforce ☐ 4. Organizational Effectiveness
Strategic Objectives:
☐ 1.1 Safe & Reliable Service ☒1.2 High Quality Customer Experience ☐ 1.3 Accessible System
☐ 2.1 Support Sustainable Regional Growth ☐ 2.2 Become a Carbon Neutral Agency
☐ 2.3 Responsive to Community and Customer Needs ☐ 2.4 Regional Leader in Transit Planning
☐ 3.1 Diversity of Staff ☐ 3.2 Employer of Choice ☐ 3.3 Expand Highly Skilled Workforce
☐ 4.1 Fiscally Responsible and Transparent ☐ 4.2 Culture of Safety ☐ 4.3 State of Good Repair
EXPLANATION OF STRATEGIC ALIGNMENT: These contracts support the research necessary to understand our customers, test our digital properties and measure community perception, ensure resources for support of marketing communications in key CapMetro projects, and provide support for the ongoing development of CapMetro's internal web and digital properties. These contracts will support long-term strategic projects such as Service Plan 2035, customer experience testing, public safety, fare changes and campaigns associated with the value of transit, ridership, safety and special events.
BUSINESS CASE: This contract will allow CapMetro to work on projects that support the Strategic Plan in a highly flexible manner. The disciplines covered in these contracts supplement the skill sets of the Marketing and Communications team, allow CapMetro to engage these professionals on an as-needed basis through task orders and allow CapMetro to provide a full range of marketing and communications services. This is a task order contract and the not-to-exceed contract award amount does not constitute a commitment to pay
COMMITTEE RECOMMENDATION: This item will be presented to the full board on September 23, 2024.
EXECUTIVE SUMMARY: CapMetro maintains a small staff in its Marketing and Communications Department and depends upon contracted marketing agencies to provide assistance with the development of campaigns and strategies to achieve objectives in the Authority's strategic plan. The professional services within the contract are divided into five modules:
Module 1: Communications, public relations and social media services
Module 2: Multimedia marketing and advertising services
Module 3: Consumer, market, customer experience and user experience research
Module 4: Web strategy, design, SEO, UX and content development.
Module 5: Videography
These modules, with the exception of Module 1, will be awarded to multiple contractors
DBE/SBE PARTICIPATION: The DBE goal placed on the solicitation was 4%. The vendors awarded committed to the following SBE participation below, which will be tracked during the term of the contract:
• Sherry Matthews Group - 7%
• Pulsar Advertising - 4%
• ReconMR - 15%
• Sensis - 4%
• Satori Marketing - 100% (DBE/SBE Certified company)
PROCUREMENT: On May 15, 2024, a Request for Proposal was issued and formally advertised for the performance of Marketing Services. By the closing date of June 28, 2024, a total of fourteen (14) proposals were received. The technical evaluation factors included expertise in media relations, creating brand value, targeting key markets to promote customer growth, delivering comprehensive marketing plans and the full range of research services, using various tools to improve digital customer experience to implement strategies, and expertise in the full range of videography and in the Austin/Central Texas market. As a result of the team’s thorough evaluation of all 14 proposals, the following five (5) proposals from Pulsar Advertising, Incorporated, ReconMR, LLC, Satori Marketing, LLC, Sensis, Incorporated, and Sherry Matthews, Incorporated were deemed the best value, considering price and other factors to include technical capability. The term of each resulting contract will be a One-Year Base Period, with 4-One Year Option periods. The contracts are fixed price indefinite-delivery-indefinite-quantity type task order contracts, with a total estimated not-to-exceed amount of $17,472,280.74 for all task orders issued under the five (5) contracts.
RESPONSIBLE DEPARTMENT: Marketing
body
RESOLUTION
OF THE
CAPITAL METROPOLITAN TRANSPORTATION AUTHORITY
BOARD OF DIRECTORS
STATE OF TEXAS
COUNTY OF TRAVIS
AI-2024-1254
WHEREAS, the Capital Metropolitan Transportation Authority Board of Directors and Capital Metro management endeavor to educate and inform its customers and the larger public of its service offerings, changes and improvements; and
WHEREAS, the Capital Metropolitan Transportation Authority Board of Directors and CapMetro management recognize the need to maintain marketing and communications services contracts with the flexibility to provide a full range of services to accomplish its goals and objectives
NOW, THEREFORE, BE IT RESOLVED by the Capital Metropolitan Transportation Authority Board of Directors that the President & CEO, or his designee, is authorized to finalize and execute contracts with Sherry Matthews Group, Pulsar Advertising, ReconMR, Sensis and Satori Marketing in a total amount not to exceed $17,472,281 for one (1) base year and four (4) option years.
____________________ Date: ____________________
Secretary of the Board
Becki Ross