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ITEM 5
City Council Memorandum Economic Development Memo No.
N/A
Date:
June 10, 2021
To:
Mayor and Council
Thru:
Joshua H. Wright, Acting City Manager
Debra Stapleton, Assistant City Manager
Micah Miranda, Economic Development Director
From:
Kimberly Janes
Subject:
Agreement No. ED8-920-3876, Amendment No. 3, for Search Engine Optimization and Pay Per Click Services
Proposed Motion:
Staff move that City Council approve Agreement No. ED8-920-3876, Amendment No. 3, with Simpleview, LLC, for search engine optimization and pay per click services, in an amount not to exceed $75,200 for the period of July 1, 2021, through June 30, 2022.
Background/Discussion:
The Proposition 302 Maricopa County Grant program (Prop 302) is available to destination marketing organizations within Maricopa County and is administered by the Arizona Office of Tourism. The purpose of this grant program is to provide funding for new and expanded tourism marketing activities such as advertising, website development, public relations and travel industry marketing that focus on promoting the community as a destination. The City of Chandler has utilized Prop 302 to fund the development, maintenance and support of the City’s tourism website, www.VisitChandler.com, since 2003.
The responsive website features essential Chandler tourism information including, but not limited to, hotel accommodations, attractions, a calendar of events, and a dining guide. It is a key marketing tool to reach potential visitors. VisitChandler.com is featured on all promotional materials and advertisements and is also used to measure the success of advertisements and general promotions. The website is a key source of information for people researching travel to Chandler and continues to drive online traffic. In Fiscal Year (FY) 2020-21, the tourism website generated 259,832 sessions year-to-date, representing a 6.0% increase in traffic when compared to the same period in FY 2019-20.
Pay per click (PPC) ads are strategically placed website advertisements which appear on the right and on top of natural search engine results for specific keywords and phrases. PPC is typically a strong marketing strategy when trying to rank highly competitive keywords and phrases with more immediate results. Search Engine Optimization (SEO) is an organic method of increasing the likelihood that a website is found by a user when searching for a keyword or phrase through a search engine, thereby connecting the user with the content he or she is seeking. SEO is a strong, long-term strategy which requires a continual investment of time but provides lasting website growth.
In FY 2018-19, the tourism website was refreshed and was designed to execute specific, strategic digital campaigns aligned with the Tourism Strategic Plan. A block of simple support hours allows for minor modifications within FY 2021-22.
Evaluation:
On June 14, 2018, City Council approved Agreement No. ED8-920-3876 with Simpleview, LLC, for search engine optimization (SEO) and pay per click (PPC) services, for one year, with the option of up to four one-year extensions.
Staff recommends extension of this Agreement for the term of July 1, 2021, through June 30, 2022.
Fiscal Impact
Account No.
Fund Name
Program Name
Dollar Amount
CIP Funded Y/N
217.1580.5219.0.3ED001
Grant Operating
Prop 302 Tourism Grant
75,200
N
Attachments
Amendment
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