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ITEM 3 |
City Council Memorandum Communications and Public Affairs Memo No. N/A
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Date: |
July 17, 2023 |
To: |
Mayor and Council |
Thru: |
Joshua H. Wright, City Manager |
From: |
Matt Burdick, Communications and Public Affairs Director |
Subject: |
Agreement No. CAPA2-918-4421, Amendment No. 2, with Davidson Belluso, for Digital Marketing Services for Recruitment Campaigns |
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Proposed Motion: |
Move City Council approve Agreement No. CAPA2-918-4421, Amendment No. 2, with Davidson Belluso, for digital marketing services for recruitment campaigns, extending the agreement through August 31, 2024, and increasing the spending limit in the amount of $600,000. |
Background/Discussion: |
The City Council approved a $300,000 agreement with Davidson Belluso on February 24, 2022, to create a digital marketing campaign that would broaden awareness and exposure of career opportunities at the City of Chandler. For the first year of the campaign, the vendor worked with the City between March and October 2022 to create the strategy, advertising plan, marketing assets and website to support the recruitment campaign. The contractor's fees were capped at 38% of the budget to perform campaign management and reporting, creative development, and media mark up. The campaign website and marketing ads launched on November 1, 2022, and continued through February 2023 to promote overall career opportunities at the City with a focus on careers in the Police, Development Services, Information Technology, and Public Works & Utilities departments. The campaign targeted candidates in the following geographic areas: Arizona, California, Colorado, Nevada, New Mexico, Oregon, Utah and Washington. The City Council renewed the agreement with Davidson Belluso on January 26, 2023, in the amount of $381,000 to perform campaign marketing through July 2023. The contractor's fees were capped at 25% of the budget to provide campaign management and reporting, creative development and media mark up. For this second year of the campaign, Police Department recruitment was increased to 50% of the marketing budget, Illinois and military bases were added to the targeted geographic areas and the Police Department webpage and marketing ads were enhanced. The campaign webpage content also was expanded to highlight citywide leadership and administrative positions, Chandler's lifestyle and benefit programs provided to City employees. An email newsletter was added as a marketing tactic to promote career opportunities and City news. This extension of the agreement with Davidson Belluso for $600,000 will fund the campaign marketing and media ads through August 2024 to attract qualified applicants to apply for career opportunities at the City, primarily with the Chandler Police Department. This agreement will fund the management of the campaign, maintenance and operation of a dedicated recruitment website, development of marketing materials and the purchase of media ads. The contractor's fees are capped at 25% of the budget for campaign management and reporting, creative development and media mark up. Approximately 80% of the digital marketing media plan will promote Police Department recruitment and the remaining 20% will sustain recruitment efforts for other City positions. In addition, a partnership with the Arizona Broadcasters Association will offer exposure through Arizona radio and television broadcast stations and email marketing will offer national exposure to candidates in targeted industries. Promoting career opportunities broadens awareness among prospective candidates in Arizona as well as targeted out-of-state markets. In the eight months since the campaign was launched, ads promoting career opportunities have been shared millions of times, generating growth in web traffic on the recruitment webpage for featured career opportunities. Year over year, the number of job interest cards submitted to the City has increased, while the number of vacancies has decreased. Please see the attached report for more detail on these performance indicators. Additionally, the City has significantly decreased its number of vacant positions since commencement of the marketing campaign, from 103 total vacancies in November 2022 to 76 in June 2023. While there are many factors that influence a candidate's decision to apply for a position, the marketing efforts are fulfilling their purpose of differentiating the City of Chandler recruiting brand and promoting awareness of the City's career opportunities. |
Evaluation: |
On February 24, 2022, City Council approved an agreement with Davidson Belluso, for digital marketing services for recruitment campaigns, for a one-year period, with the option of up to four one-year extensions. The agreement was renewed through Amendment No. 1 and the current term is still in effect. Staff is requesting an extension of the term and an increase to the spending limit previously approved by City Council. All other terms and conditions of the agreement remain the same. |
Financial Implications: |
The cost of the extension is funded through one-time dollars in the Communications and Public Affairs cost center for fiscal year 2023-2024. The total revised contract amount, including the $600,000 requested in Amendment No. 2, is not to exceed $981,000. |
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Fiscal Impact |
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