HomeMy WebLinkAbout~Master - Agreement with ZLR Ignition regarding Millennium Marketing Campaign RESOLUTION NO. 16-544
RESOLUTION APPROVING AGREEMENT FOR
MILLENNIUM MARKETING CAMPAIGN
FOR THE CITY OF AMES
WHEREAS, In working toward the goal of developing a brand communications plan, the
City Council refined its focus to a more specific marketing campaign specifically targeting young
adults transitioning to families and encouraging them to relocate to Ames; and,
WHEREAS, the geographic market was defined as those currently living along the I-35
corridor between Ames and Des Moines; and,
WHEREAS, following a competitive bidding process, the City's Public Relations Officer
began working with marketing consultants ZLR Ignition on the first phase of a millennial marketing
campaign,and,after completing interviews,focus groups,a communications audit,and data analysis,
ZLR Ignition is proposing that the next phase be a 12-month marketing campaign to capitalize on
community strengths identified by the research as important to this demographic; and,
WHEREAS,the marketing plan proposed by ZLR Ignition would develop a series of content
packages which align with campaign messages and tell community stories; and,
WHEREAS, the plan also includes analysis of the digital metrics to determine campaign
effectiveness; and,
WHEREAS, the Council initially budgeted $200,000 to address the goal of developing a
Brand Communication Plan,and that amount was reflected in the FY 2015/16 adjusted budget;and,
WHEREAS, that funding has been carried over in the Public Relations budget,with a total
of $55,000 previously allocated for the first phase of the millennial marketing plan with ZLR
Ignition; therefore, $145,000 is still available from that budget for the marketing campaign.
NOW, THEREFORE, BE IT RESOLVED by the City Council of the City of Ames, Iowa,
that the Consulting Agreement for the Millennial Marketing Campaign with ZLR Ignition of Des
Moines, Iowa, in an amount not to exceed $145,000 is hereby approved.
ADOPTED THIS 13`h day of September, 2016.
Dune R. Voss, City Clerk Ann H. Campbell, Mayor
Introduced by: Orazem
Seconded by: Corrieri
Voting aye: Beatty-Hansen, Betcher, Corrieri, Gartin,Nelson, Orazem
Voting nay: None Absent: None
Resolution declared adopted and signed by the Mayor this 13`h day of September, 2016.