HomeMy WebLinkAbout09/06/1988, 4 - CONSIDERATION OF RECOMMENDATION BY THE PROMOTIONAL COORDINATING COMMITTEE TO EXTEND AN AGREEMENT WITH SJ FRANCIS & ASSOCIATES FOR ADVERTISING SERVICES. MEETING DATE:
X1111111111100111 city of San lues OBISPO September 6, 198
COUNCIL AGENDA REPORT 11E "NU a
FROM: Toby Ross, Assistant City Administrative Officer
SUBJECT: Consideration of recommendation by the Promotional
Coordinating Committee to extend an agreement with SJ Francis &
Associates for advertising services.
CAO RECOMMENDATION: Approve the recommendation of the Promotional
Coordinating Committee and adopt a resolution and authorize CAO to
extend an agreement with SJ Francis & Associates for advertising
services.
BACKGROUND:
In 1984, the City Council contracted with the Haskins Agency to
provide a marketing study for off-season tourism. The results of
this study indicated the need for an enhanced effort of promotional
advertising for San Luis Obispo. Subsequent to the Haskins Agency
report, the Council, in fiscal year 1985-1986 through fiscal year
1986-1987, contracted advertising services with Johnson Design
Associates. In January 1987, the Promotional Coordinating Committee
began a RFP process for the purpose of contracting advertising
services for fiscal year 1987-1988. As a result of the RFP process,
the Council contracted advertising services with Sexton Francis and
Associates to perform advertising services for fiscalyear
1987-1988. The contract was awarded in the amount of $70,000 and
included a provision for an additional year and an additional $70,00
at the City's discretion. .
As of July 1988, Sexton Francis and Associates dissolved their
partnership agreement. Sallie Francis is now the sole owner of SJ
Francis & Associates and will become the representitive to the City
for the 1988-1989 advertising agreement. Rob Sexton has left the
area for employment reasons.
During the regular meeting of the Promotional Coordinating Committee
June 1988, members unamimously approved a recommendation that the
Council continue advertising services with SJ Francis & Associates
during fiscal year 1988-1989.
compensation for services under the 1988-1989 agreement is $70,000.
This amount is consistant with the amount allocated for promotional
services in the current Financial Plan. In addition to the. $70,000
for contract services to be performed in 1988-1989, SJ Francis will
be awarded $6,700 which is a carry over not yet received from
1987-1988.
Alternatives
1. Council may choose to approve the recommendations of the
Promotional Coordinating Committee and award the advertising contract
to SJ Francis & Associates in the amount of $70,000.
2. Council may choose not to approve the recommendation of the
Promotional Coordinating Committee and not award the advertising
01111g,111 city of san Luis oBispo
COUNCIL AGENDA REPORT
contract to SJ Francis & Associates.
3. Council may choose to approve the recommendation of the
Promotional Coordinating Committee and award the advertising contract
to SJ Francis & Associates with a modified amount.
4. Council may refer the matter to the Promotional Coordinating
Committee for further consideration and review.
Concurrence
The Promotional Coordinating Committee and the Chamber of Commerce
approve of SJ Francis & Associates.
Fiscal Impact
The $70,000 recommended contract is consistant with the 1988-1989
Financial Plan.
Staff Recommendation
Approve the recommendation of the Promotional Coordinating Committee
and adopt resolution extending an agreement with SJ Francis &
Associates to provide advertising services for fiscal year 1988-1989.
Attachments IY
Resolution
1987-1988 Agreement
Sexton Francis & Associates Annual Report 1987-1988
I
i
RESOLUTION NO. (1988 Series)
A RESOLUTION OF THE SAN LUIS OBISPO CITY COUNCIL
APPROVING AN AGREEMENT BETWEEN THE CITY OF SAN LUIS OBISPO
AND SJ FRANCIS & ASSOCIATES TO
PROVIDE ADVERTISING SERVICES
WHEREAS, City entered into an agreement (Exhibit A) with Sexton
Francis & Associates to provide advertising and promotional services
by reason of its qualifications and experience for performing such
services; and
WHEREAS, said agreement by inclusion of Section 6 allows for
extension of agreement for an additional year following approval of
the Promotional Coordinating Committee; and
WHEREAS, said agreement by inclusion of Section 12 allows for
the assignment of professional advertising services with the consent
of City; and
WHEREAS, Sexton Francis & Associates dissolved their partnership
agreement in July 1988 and SJ Francis & Associates has assumed all
rights and responsibilities of that partnership; and
r WHEREAS, during a regular meeting of the Promotional
Coordinating Committee,. members unamimously approved a recommendation
that the Council continue services with SJ Francis & Associates
during fiscal year 1988-1989; and
WHEREAS, the contract awarded to Sexton Francis & Associates an
amount of $70,000 to perform advertising services, $6,700 of which
has yet to be expended and thus will be carried forwarded
notwithholding the entire compensation for services provided for
fiscal year 1988-1989.
NOW, THEREFORE, BE IT RESOLVED that the City hereby approves
assignment of services provided by Sexton Francis & Associates to SJ
Francis & Associates; and
BE IT FURTHER RESOLVED that the extension of services agreement
(Exhibit A) is hereby approved. This extension will continue
agreement for a period of one year and shall terminate June 30, 1989.
The City Clerk shall furnish a copy of the executed agreement to:
Sally Francis, Project Manager, SJ Francis & Associates.
On motion of Councilmember Seconded by Councilmember
and on the following roll call vote:
AYES:
NOES:
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ABSENT:
the foregoing resolution was passed and adopted this day of
1988 .
MAYOR, RON DUNIN
ATTEST
CITY CLERK, PAMELA VOGES
Approved:
City A nis ra ive Officer
Ci y
Fi ance Director
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EXHIBIT A
PROFESSIONAL SERVICES AGREEMENT
TO PROVIDE ADVERTISING SERVICES
This agreement , made this 27 day of July, 1987 , by and between the
CITY OF SAN LUIS OBISPO. California (hereinafter referred to as "City" ) .
and SEXTON, FRANCIS AND ASSOCIATES OF SAN OBISPO. CALIFORNIA, (hereinafter
referred to as "Contractor" ) .
WITNESSETH:
WHEREAS. City desires to retain certain professional services in
conjunction with an advertising program as recommended by the Promotional
Coordinating Committee (PCC) . The services being provided by the
Contractor under this contract are professional advertising services to
facilitate and implement the specific components of the program; and
WHEREAS, City desires to engage Contractor to provide these services
by reason of its qualifications and experience for performing such
services. and Contractor has offered to provide the required services on
the terms and in the manner set forth herein.
NOW. THEREFORE, in consideration of their mutual covenants, the
parties hereto agree as follows:
1 . PROGRAM COORDINATION
a. Citv. The City Administrative Officer or his designated
representative, shall be the Project Manager for all purposes
under this agreement. He shall supervise the progress and
execution of this agreement.
b. Contractor. Contractor shall assign a single Program Manager to
have overall responsibility for the progress and execution of
this agreement for Contractor. Sallie Francis is hereby
designated as the Program Manager for Contractor. Should
circumstances or conditions subsequent to the execution of this
agreement require a substitute Program Manager for any reason.
the Program Manager designee shall be subject to the prior
written acceptance and approval by City Program Manager.
2. DUTIES OF CONTRACTOR
a. Services to be furnished. Under general direction of the
Program Manager, Contractor shall provide all specified services
as set forth in Exhibit "1" . attached hereto and incorporated
herein by this reference, or as amended by the PCC.
b. Laws to• be observed. Contractor shall :
(1) Procure all permits and licenses, pay all charges and fees,
and give all notices which may be necessary and incidental
to the due and lawful prosecution of the services to be
performed by Contractor under this agreement;
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Program Manager shall work closely with the Promotional Coordinating
Committee and will incorporate its comments. guidance and desires into the
administration and execution of this contract to the degree such is
reasonable.
4 . COMPENSATION
Contractor will bill City and be compensated in accordance with
Exhibit "1" attached hereto and incorporated by this reference. as
currently exists or as may be amended.
5. TIME FOR COMPLETION OF THE WORK
Program is for the period July 1987, to June 30, 1988. Contractor
shall perform services in a timely manner upon direction and guidance
from City Program Manager and PCC. Contractor acknowledges timing is
at the sole discretion of City.
6. EXTENSION OF AGREEMENT
This agreement may be extended at the sole discretion of the City for
an additional year following approval by the Promotional Coordinating
Committee of an advertising program for the period July. 1988 through
June 1989. Nothing in this agreement shall be construed to require
extension of this agreement.
7. TEMPORARY SUSPENSION
The City Program Manager shall have the authority to suspend this
agreement wholly or in part, for such period as he deems necessary
due to unfavorable conditions or to the failure on the part of the
Contractor to perform any provision of this agreement . Contractor
will be paid the compensation due and payable to the date of
temporary suspension. The city will provide Contractor with a
written statement outlining reasons or conditions of suspension.
8. TERMINATION
a. Right to terminate. The City retains the right to terminate
this agreement for any reason by notifying Contractor in writing
sixty (60) days prior to termination and by paying the
compensation due and payable to the date of termination;
provided, however, if this agreement is terminated for fault of
Contractor, City shall be obligated to compensate Contractor
only for that portion of contractor services which are of
benefit to City. Said compensation is to be arrived at by
mutual agreement of the City and Contractor and should they fail
to agree, then an independent arbitrator is to be appointed by
mutual agreement and his decision shall be binding upon the
parties.
b. Return of materials. Upon such termination, Contractor shall
turn over to the City immediately any and all copies of studies,
sketches, drawings, computations, and other data, whether or not
completed, prepared by Contractor, and for which Contractor has
( 2) Keep itself fully informed of all existing and proposed
federal , state acid local laws, ordinances, regulations .
orders , and decrees which may affk-ct those engaged or
employed under this agreement, any materials used in
Contractor ' s performance under this agreement, or the
conduct of the services under this agreement;
(3) At all times observe and comply with, and cause all of its
employees to observe and comply with all of said laws,
ordinances, regulations, orders, and decrees mentioned
above.
(4) Immediately report to the City's Program Manager in writing
any discrepancy or inconsistency it discovers in said laws.
ordinances, regulations,. orders, and decrees mentioned
above in relation to any plans, drawings, specifications .
or provisions of this agreement.
C. Release of reports and information. Any reports, information,
data, or other material given to, or prepared or assembled by,
Contractor under this agreement shall be the property of City
and shall not be made available to any individual or
organization by Contractor without the prior written approval of
the City's Program Manager.
d. Copies of reports and information. If City requests additional
copies of reports, drawings, specifications, or any other
material in addition to what the Contractor is required to
furnish in limited quantities as part of the services under this
agreement, Contractor shall provide such additional copies as
are requested, and City shall compensate Contractor for the
costs of duplicating of such copies at Contractor's direct
expense.
e. Qualifications of Contractor. Contractor represents that it is
qualified to furnish the services described under this
agreement.
f. In addition to this Promotional Advertising Agreement, the City
contracts with the Chamber of Commerce for Visitors and
Conference Bureau (VCB) ; Visitors and Promotional services. The
Contractor acknowledges the potential for duplication of efforts
and costs as a result of these contracts with the City. In
performing its services under this agreement , The Contractor
agrees to make every reasonable effort to coordinate activities
and to identify and avoid potential duplication of costs
associated with the VCB, Visitors, and Promotion agreements.
3. DUTIES OF CITY
City agrees to cooperate with Contractor in its performance of that
work described in Exhibit "1" , attached hereto and incorporated by
this reference, or amended work plans approved by the PCC. The City
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received reasonable compensation , or materials given to Contractor in
connection with this agreement . Such materials shall become the permar -t
property of City. Contractor, however, shall not be liable for City's e
of incomplete materials or for City's use of complete documents if used
for other than the project contemplated by this agreement.
9. INSPECTION
Contractor shall furnish City with every reasonable opportunity for
City to ascertain that the services of Contractor are being performed
in accordance with the requirements and intentions of this
agreement. All work done and all materials furnished, if any, shall
be subject to the City's Program Manager's inspection and approval.
The inspection of such work shall not relieve Contractor of any of
its obligations to fulfill its agreement as prescribed.
10. OWNERSHIP OF MATERIALS
All original drawings, plans, documents and other materials prepared
by or in possession of Contractor pursuant to this agreement shall
become the permanent property of the City, and shall be delivered to
the City upon demand.
11 . INDEPENDENT JUDGMENT
Failure of City to agree with Contractor's independent findings,
conclusions, or recommendations, if the same are called for under
this agreement, on the basis of differences in matters of judgment
shall not be construed as a failure on the part of Contractor to meet
the requirements of this agreement.
12. ASSIGNMENT: SUBCONTRACTORS: EMPLOYEES
This agreement is for the performance of professional advertising
services of the Contractor and is not assignable by the Contractor
without prior consent of the City in writing. The Contractor may
employ other specialists to perform special services as required with
prior approval by the City.
13. NOTICE
All notices hereunder shall be given in writing and mailed, postage
prepaid, by Certified Mail , addressed as follows:
To City: Pamela Voges, City Clerk
City of San Luis Obispo
P.O. Box 8100
-San Luis Obispo, CA 93403-8100
To Contractor: Sexton, Francis and Associates
P. 0. Box 4242
San Luis Obispo, CA 93403
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14 . INTEREST OF CONTRACTOR
Contractor covenants that it presently has no interest, and shall not
acquire any interest, direct or indirect, financial or otherwise,
which would conflict in any manner or degree with the performance of
the services hereunder. Contractor further covenants that, in the
performance of this agreement, no subcontractor or person having such
an interest shall be employed. Contractor certifies that no one who
has or will have any financial interest under this agreement is an
officer or employee of City. It is expressly agreed that, in the
performance of the services hereunder, Contractor shall at all times
be deemed an independent contractor and not an agent or employee of
City.
15. INDEMNITY
Contractor hereby agrees to indemnify and save harmless City, its
officers, agents, and employees from:
A. Any and all claims and demands which may be made against City,
its officers, agents or employees by reason of any injury to or
death of any person or corporation caused by any negligent act
or omission of Contractor under this agreement or of
Contractor's employees or agents;
B. Any and all damage to or destruction of the property of City,
its officers, agents, or employees, occupied or used by or in
the care, custody, or control of Contractor, or in proximity to
the site of Contractor's work, caused by any negligent act or
omission of Contractor under this agreement or of Contractor's
employees or agents;
C. Any and all claims and demands which may be made against City,
its officers, agents, or employees by reason of any injury to or
death of or damage suffered or sustained by any employee or
agent of Contractor under this agreement, however caused,
excepting, however, any such claims and demands which are the
result of the negligence or willful misconduct of City, its
officers, agents, or employees:
D. Any and all claims and demands which may be made against City,
its officers, agents, or employees by reason of any infringement
or alleged infringement of any patent rights or claims caused by.
the use of any apparatus, appliance, or materials furnished by
Contractor under this agreement; and
E. Any and all penalties imposed or damages sought on account of
the violation of any law or regulation or of any term or
condition of any permit, when said violation of any law or
regulation or of any term or condition of any permit is due to
negligence on the part of the Contractor.
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Contractor, at its own costs, expense, and risk, shall defend
any and all suits, actions, or other legal proceedings that may
be brought against or for employees on any such claim or demand
of such third persons, or to enforce any such penalty, and pay
and satisfy any judgment or decree that may be rendered against
City, its officers, agents, or employees in any such suit,
action or other legal proceeding, when same were due to
negligence of the Contractor.
16. WORKERS COMPENSATION
Contractor certifies that it is aware of the provisions of the Labor
Code of the State of California, which require every employer to be
insured against liability for workers compensation or to undertake
self-insurance in accordance with the provisions of that code, and it
certifies that it will comply with such provisions before commencing
the performance of the work of this agreement.
17 . INSURANCE
At the request of the City, Contractor shall provide proof of
comprehensive general liability insurance ($500,000) and automobile
insurance.
18. AGREEMENT BINDING
The terms, covenants, and conditions of this agreement shall apply
to, and shall bind, the heirs, successors, executors, administrators,
assigns, and subcontractors of both parties.
19. WAIVERS
The waiver by either party of any breach or violation of any term,
covenant, or condition of this agreement or of any provision,
ordinance, or law shall not be deemed to be a waiver of any
subsequent breach of violation of the same or of any other term.
covenant, condition. ordinance, or law. The subsequent acceptance by
either party of any fee or other money which may become due hereunder
shall not be deemed to be a waiver of any preceding breach or
violation by the other party of any term, covenant, or condition of
this agreement or of any applicable law or ordinance.
20. COSTS AND ATTORNEY'S FEES
The prevailing party in any action between the parties to this
agreement brought to enforce the terms of this agreement or arising
out of this agreement may recover its reasonable costs and attorney's
fees expended in connection with such an action from the other party.
21. DISCRIMINATION
No discrimination shall be made in the employment of persons under
this agreement because of the race, color, national origin, ancestry,
religion or sex of such person.
If Contractor is found in violation of the nondiscrimination
provisions of the State of California Fair Employment Practices Act
or similar provisions of federal law or executive order in the
performance of this agreement, it shall thereby be found in material
breach of this agreement. Thereupon, City shall have the power to
cancel or suspend this agreement, in whole or in part, or to deduct
from the amount payable to Contractor the sum of Twenty-five Dollars
($25) for each person for each calendar day during which such person
was discriminated against, as damages for said breach of contract, or
both. Only a finding of the State of California Fair Employment
Practices Commission or the equivalent federal agency or officer
shall constitute evidence of a violation of contract under his
paragraph.
If Contractor is found in violation of the nondiscrimination
provisions of this agreement or the applicable affirmative action
guidelines pertaining to this agreement, Contractor shall be found in
material breach of the agreement. Thereupon, City shall have the
power to cancel or suspend this agreement, in whole or in part, or to
deduct from the amount payable to Contractor the sum of Two Hundred
Fifty Dollars ($250) for each calendar day during which Contractor is
found to have been in such noncompliance as damages for said breach
of contract, or both.
22. AGREEMENT CONTAINS ALL UNDERSTANDINGS
This document represents the entire and integrated agreement between
City and Contractor and supersedes all prior negotiations,
representations, or agreements, either written or oral. This
document may be amended only by written instrument, signed by both
City and Contractor. All provisions of this agreement are expressly
made conditions. This agreement shall be governed by the laws of the
State of California.
IN WITNESS WHEREOF, City and Contractor hatdgreement
on the day and year first above written. 'SEXTO FRA
By
Pres ent
CITY OFSANLUIS OBISPO
By -
Mayor Ron Dunin
ATTE T:
V P
Pamel Voges, City ClafAk
{
SEXTON
FRANCIS
&C ASWCIATES
Public Relations
Advertising
Graphic Design Annual Report to the
P.O. BON'242 Promotional Coordinating Committee
>:m Luis Ohispo
California 43tiil, for
Dnign office Fiscal Year 1987-1988
PR.-VO Office
Sui i-H-0849
June 1, 1988
City Hall
San Luis Obispo
Promotional Campaign Summary
July 1, 1987 June 1, 1988
Sexton, Francis & Associates is proud to present this summary of the fiscal
year 1987-88 advertising campaign for the City of San Luis Obispo. We are very
pleased with this year's results and look forward to improving the campaign
throughout next year.
As presented in our original proposal, the most important decisions'for a
promotional campaign are made when determining
• What will be said
• To whom it will be said
• How it will be said
This positioning is the vital first step to a successful campaign. The next step
is to set the strategy. One year ago, SFA recommended following these five points to
create a strategy statement for promoting off-season tourism:
1) Objective—Motivate the City's target market to request visitor information
2) Target Audience—Upscale adults aged 25-65 who live within a 250-mile
radius of San Luis Obispo and are interested in getting away
3) Consumer Benefit—San Luis Obispo offers beautiful surroundings,
friendly people, interesting places to see and things to do
4) Support—Photographs and descriptive ad copy provided support to these
consumer benefits
5) Tone & Manner—San Luis Obispo is friendly and casual
Through selection of key media, creation of appropriate ads and identifying
promotional opportunities, we feel that we have successfully followed this strategy.
"FIRSTS" & IMPROVEMENTS
During this year we initiated many "firsts" and improved several existing
practices and materials. For the first time
• San Luis Obispo ads are four-color
• Ads are 1/3 page in size
• Ads appeared in new publications and new editions of previously used
publications
• Radio was used
• The City's advertising campaign was coordinated with the Visitor Bureau
ad campaign, resulting in the words "San Luis Obispo" being exposed to
more readers over more months
• The City's ad schedule was tied to the State's ad schedule as closely as
possible
• Personal notes are enclosed with visitor information packages
• Advertisements and follow-up materials are tied together with a theme
SFA also worked closely with the Chamber of Commerce during this year.
The Visitor Information staff was alerted about breaking advertisements and
provided with a sample form for recording ad response information. We also
coordinated public relations opportunities during the KFRE promotion with the
Chamber.
By regularly checking in with the Chamber Visitor Information Center, SFA
learned early in the campaign that the majority of ad respondents were requesting
free information (via the reader response cards). We quickly met with the PCC
chairperson, City staff and a Chamber representative to solve what visitor
information materials should be sent.
SFA enhanced the Chamber's Weekender Kit and tied it into the ad
campaign. To coordinate with the ad theme "Romance & Adventure await," the
Weekender Kit was given a new name and face sheet. The `Romance & Adventure
kit" contains "all the information you will need to plan your San Luis Obispo
adventure." It also contains a new note written to kit recipients, inviting them to
stop by the Visitor Information Center during their visit or to call for additional
information.
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SFA also prepared another note that is sent with brochures to ad respondents
who request free information. This note thanks them for their interest and describes
the Romance & Adventure kit.
ADVERTISING CAMPAIGN
During this year, SFA
• Created an ad campaign that generated 10,266 ad responses by May 23
• Created three print advertisements for the City
• Placed print ads in new-to-the-City publications
• Initiated and coordinated the first radio promotion
SFA placed ads in eight publications with combined circulations of 4,399,820.
Ad expenditures totaled $48,645. As of May 23, there have been 10,266 ad responses.
Two ads are yet to run—they are scheduled for the June and August issues of
California magazine. By the end of this campaign, the City will have received more
than 12,000 ad responses.
The enclosed table details the media information. New-to-the-City
publications are Travel-Holiday and Westways. The Central edition of Sunset is also
new—at least the City has not advertised in that edition for several years.
SFA created three different ads for this year's campaign: two magazine ads
and one newspaper ad. (There were also two variations of the magazine ads for
Sunset and the California Travel Planner.)
The "Close your eyes" magazine ad was created to appeal to the City's target
audience who lead an upscale and urban lifestyle. The "Welcome to our special
place" magazine ad was aimed at the more conservative traveler. "Sunny blue
skies" ran in the LA Times, Fresno Bee and San Jose Mercury News, and was
designed to capture the attention of city dwellers surrounded by dreary winter
scenery. Publications with reader response cards produced the most responses.
It is significant that the average campaign Cost per Thousand (CPM) is $11.06
and Cost per Response (CPR) is $4.74. According to the Chamber of Commerce, last
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year's ad campaign resulted in approximately 3300 responses. Johnson Design
Associates reported that ad expenditures totaled $36,300. This makes last year's Cost
per Response $I1—more than double of this year's CPR. (Circulation information is
not available for last year's ad campaign. Therefore, we are unable to compare the
average Cost per Thousand.)
In addition to placing print advertisements, SFA negotiated with Fresno radio
station KFRE for a six-week radio promotion at no cost to the City. From January 25
through February 26 KFRE promoted tourism to San Luis Obispo in more than 300
on-the-air mentions and a remote broadcast from the Mission Plaza. The
advertising value of this air time totaled $15,000. This is 30% of the $50,000 media
budget.
The backbone of this promotion was six weekends-for-two in San Luis Obispo
that KFRE gave away to listeners (listeners needed to win a trivia contest first). SFA
approached San Luis Obispo hotels and restaurants and asked that they contribute
accommodations and meals in exchange for mention on KFRE. SFA also worked
with KFRE in forming the contest and provided extensive background information
on the City. (See the PCC February and March 1988 reports for complete details.)
EVALUATIONS AND RECOMMENDATIONS
Here's what we've learned this past year, and our recommendations for next
year.
Advertising
• When given a choice, people prefer to use reader response cards rather than
coupons or toll free numbers
Drop the coupon from ads when the ad will run in a magazine with reader
response cards.
• When given a choice, people prefer free information to more detailed
information that is priced at $3.00.
Continue to send the personal note about the Romance & Adventure kit to
people who request free information.
• Elaborate codes in ads are not necessary
We had coded ads with fictitious names ("CaIl Brooke") and suite numbers
for those who responded by phone and coupon. Since most people responded using
the reader response cards and the Chamber staff asks how they heard about San Luis
Obispo, these codes are not necessary. However, it is necessary to know what ads
and media are producing results.
• It is significantly more expensive in postage and labor to mail three items
rather than one
SFA recommends that the City produce its own brochure. This would be sent
(along with a note) to those who request free information. Since the weight will be
less, the postage costs will be less. Assembly time will also be reduced.
•Magazine ads produced higher numbers of responses than newspaper ads
on a Cost per Response basis
Decrease the amount of dollars spent in newspaper advertising, or offer an
incentive.
•Sunset was one of the best bargains in Cost per Thousand, but one of the
most expensive magazines by Cost per Response
Sunset does not offer reader response cards for Travel Directory advertisers.
The City's Sunset ad was a 4" black and white ad rather than a 1/3 page four-color ad.
The Central Edition produced more responses than the Southwest edition. We
recommend dropping both insertions in the Southwest edition and repeating the
two insertions in the Central edition.
• There may be some objection to the theme "Romance & Adventure await"
Explore changing the theme to the one for the new Visitor Guide: "San Luis
Obispo, Share It with Someone Special."
Radio Promotion
• Hotel and motel owners were reportedly upset about the hotel selection
process for the I FRE promotion
Next year, inform the Hotel Association and Restaurant Association about
the promotion and request that their members contribute accommodations and
meals in exchange for mention on the air.
• It was difficult to measure the impact of radio
Encourage KFRE to mention the City's toll free phone number throughout
the radio promotion. Callers will then be asked how they learned of the phone
number. That will provide some measure of impact.
NEXT YEAR
Rob Sexton and Sallie Francis will dissolve their partnership, Sexton, Francis
& Associates, effective June 30, 1988. Since Rob has relocated to Southern California
it isn't feasible to continue the partnership. This decision was reached by the
partners in late May.
Sallie Francis has formed a new ad agency, SJ Francis & Associates, and would
very much like to continue working on the City account. As account manager for
the City advertising contract this year, she is thoroughly familiar with all aspects of
the account. Sallie has enjoyed working with the City, PCC and Chamber of
Commerce and looks forward to continuing providing advertising services in fiscal
year 1988-89.
We regret the timing of this news, but it could not be avoided. We hope that
it will not cause ill will or any delays in settling next year's contract.