HomeMy WebLinkAboutItem D14 COUNTY of MONROE BOARD OF COUNTY COMMISSIONERS
Mayor Michelle Lincoln,District 2
The Florida Keys Mayor Pro Tern David Rice,District 4
y Craig Cates,District 1
James K. Scholl,District 3
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Holly Merrill Raschein,District 5
Regular Meeting
July 15, 2026
Agenda Item Number: D14
26-32324
BULK ITEM: Yes DEPARTMENT: Tourist Development Council
TIME APPROXIMATE: N/A STAFF CONTACT: Ammie Machan
AGENDA ITEM WORDING:
Approval to update Section II of TDC Operations Manual to update the Media Buy policy and add
policy for Webcam Usage for Monroe County Businesses.
ITEM BACKGROUND:
In an effort to share Webcam content, drive more visitors to our website and control webcam content
sharing, use or sharing of TDC Webcam content will be offered to local businesses and organizations
and is presented for approval as set forth in the attached policy.
Effective June 1, 2026, the Media Buy Agency/Miles Partnership LLLP will assume media buying.
This was previously handled by VFK staff in coordination with Advertising Agency of Record. The
policy attached revises the prior policy and outlines the Media Buy Agency process.
TDC approved at their meeting of June 25, 2026.
PREVIOUS RELEVANT BOCC ACTION: The BOCC approves all changes to the TDC
Operations Manual.
INSURANCE REQUIRED:
No
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATION:
Approval
DOCUMENTATION:
Webcam Usage Policy to be added to the TDC Operations Manual.
Media Buy Policy to be revised in the TDC Operations Manual.
FINANCIAL IMPACT:
Effective Date:
Expiration Date:
Total Dollar Value of Contract:
Total Cost to County:
Current Year Portion:
Budgeted:
Source of Funds:
CPI:
Indirect Costs:
Estimated Ongoing Costs Not Included in above dollar amounts:
Revenue Producing: No If yes, amount:
Grant: No
County Match: No
Approvalto update Section 11 of TDC Operations Manual to update the Media Buy policy
policyand add for Webcam Usage for Monroe County Businesses.
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Florl*dd Keys
DATE: June 10, 2026
TO: Tourist Development Council Members
FROM: Partnership & Technology Team
RE: Consideration and Action re: Operations Manual Update:
TDC Webcam Usage for Approved Monroe County
Organizations
• Webcams funded by the TDC are available on the Visit Florida Keys website
for viewing by the public and to attract tourists to The Florida Keys & Key
West. They can be viewed at no cost.
• In an effort to share webcam content, drive more visitors to our website and
control webcam content sharing, use or sharing of TDC webcam content will
be offered to local business and organizations, and is presented for your
approval.
• Organizations based in Monroe County, Florida that would like to add TDC
webcam streams to their company's website may email webeditor(c-D-fla-
keys.com and request permission and URL links and/or webcam embed code.
• Upon permission granted by Visit Florida Keys/TDC staff, organizations may
either link to or embed up to two (2) TDC webcams on their organization's
website subject to the following conditions:
o The TDC webcam names (which intentionally don't reference for-profit
business names) must remain unaltered and match exactly how the
webcams are labeled/referenced on visitflorida keys.com
o An additional reference is included under the webcam link/window that
states: See More Florida Keys Webcams and links to
https://visitfloridakeys.com/d iscover-the-keys/see-the-keys/webcams
o Organizations shall not charge to view the webcam content
Once approved by the TDC and added to the VFK Operations Manual, Visit Florida
Keys will add the following to our webcam page(s) on the website:
Webcams funded by the TDC are available for viewing by the public at no cost.
Organizations based in Monroe County, Florida that would like to add up to two (2)
TDC webcam streams to their company's website may email webeditor(&_fla-
keys.com.
FloriddKeys
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Key West Big Hne Key&The Lower erys
VFK Media Payable Process for Paid Media for Monroe County
TDC- Revised 6/1/26
Effective June 1, 2026, the Media Buy Agency/Miles Partnership
LLLP/ will assume Media Buying. The Policy below outlines the
Media Buy process by Media Buy Agency/Contractor
Media Buy Insertion Orders And Payables
Insertion Orders (10) serve as a contract between the Media Buy
Agency and the media vendor. The following applies to 10 as
applicable:
• The Insertion Orders will include the not-to-exceed media budget amount.
• The Media Buy Agency shall follow the approved Media Plan when placing media
buys. Additional media buys may be added with approval of the TDC and BOCC.
Media placement will not exceed total media budget over the date range.
• The Impressions to be delivered in full will be included in the 10.
• If Impressions are not applicable, IE events and video shoots, the invoice can be
processed without the Summary Impression Statement.
Each medium will require the following documents:
• Print Media Payables: Invoice at flat rate by month of publication
• Out of Home: Invoice at flat rate
• Traditional Radio invoices: Include spot times, notarized invoice and script
• Traditional Television invoices: Includes spot times and notarized invoice.
• Podcast/ Streaming audio: includes notarized invoice, script and audio link
• Streaming Video: Invoice monthly based on delivered impressions at Cost Per
Thousand (CPM) against master insertion order that may have multiple months
in order to achieve a better CPM based on volume. Video link
• Digital Media Payables: Invoice monthly based on delivered impressions at
Cost Per Thousand (CPM) against master insertion order that may have
multiple months in order to achieve a better CPM based on volume.
Screenshots of creative
Media Buy Management
The Media Buy Agency will include the following with the reimbursement
packet:
• Invoice Summary
Invoice appended with the PO, Cost Center and Spend Category
• Proof of Performance
Monthly Report (where applicable)
• Signed Insertion Order (10)
Rolling monthly summary for spend and impressions delivered
Proof of Payment vIISIIT'FLORIDA KEGS
1 White Street, Suite 1012
Key West, F o r-dl a 3 3 4
fla-keys.corn
- 4 -305-296-1552
FloriddKeys
&Key st .00 I/Ii
. YOU
Alor ,
Key West Big Hne Key&The Lower erys
The Media Buy Agency will review the media invoice along with proof of
performance prior to submitting it to the Visit Florida Keys Chief Marketing
Officer for further review and verification prior to moving it to process with
Clerk of Court and Comptroller.
The Media Buy Agency will be reimbursed for all media buys, but only upon
review and verification of supporting documentation verifying the media
invoice & proof of payment and proof of performance by the Monroe
County Clerk of Court and Comptroller. Bank fees are not a reimbursable
expense.
The Media Buy Agency will need to be set up as a new supplier:
The following documentation will need to be submitted to VFK staff for
vendor set-up:
• W-9: Vendor Name W9 Year
New Vendor Form: Vendor Name Vendor Form Notarized
Electronic Payment: Vendor Name File Type Name
The completed W-9 form and New Vendor Form along with the
supplier's banking information will be uploaded into Workday as an
attachment to create the Supplier.
Media Stewardship & Payable Reimbursement Processing: The Media
Buy Agency will review all media invoices along with proof of performance,
proof of payment and submit it to the VFK Chief Marketing officer or
designee for final review and approval.
After Proof of Performance and Proof of Payment is reviewed and deemed
complete, the Media Buy Agency will append the following on the face of
the invoice for ease of processing reimbursement prior to submitting to
VFK for final review and approval:
Example:
Purchase Order number
Fund: 116
CC: 76065
PY SC: SC 00036
Each media invoice will be saved as a PDF with Proof of Performance and
Proof of Payment attached ready for processing.
"' IISIIT'FLIIIA KEYS
1 White Street, Suite 1012
Key West, Florida 3 3 4
2 fla-keys.corn
1 - 4 - 1 1
30151-296-1552
FloriddKeys
&Key st '.00 1/1i
. YOU
Alor ,
Key West Big Hne Key&The Lower erys
The following is an example of the file naming convention for the PDF:
Worth it 3561 April 25
Vendor Name Invoice Number Month FY
Purchase Order
Fund: 116
Cost Center: 76065
Spend Category: 00036
An invoice summary sheet will be included with each batch of media
payables on Monday of each week to VFK Team via Google Drive Folder
assigned to VFK Media.
Approved invoices with proof of performance and proof of payment will
then be submitted from the VFK Chief Marketing officer or designee to the
VFK accounting associates for processing by the Clerk's Office for
payment.
Purchase Orders to be set up by VFK staff
When creating the Requisition for a Purchase Order for Media Buy
reimbursement, the following will be included in the Internal Memo:
Per Attachment A Scope of Work of the agreement with the BOCC, Media Buy
Agency is responsible for assisting with and placing media buys. These
purchases are exempt from price quotes and/or competitive solicitations per the
attached policy. VFK staff will verify the amounts, Cost Center (CC) and spend
category match.
Only these two documents need to be attached:
• Executed Media Buy agreement with Media Buy Agency
• Page from TDC Purchasing Policy on Media Buys
VFK accounting associates will create one purchase order per line of
product. The purchase order will include the media spend per product (ex: Afar
/ brand awareness/generic).
Advertiser: Visit Florida Keys & Key West
Products: VFK: Brand Awareness
VFK: Key West
VFK: Islamorada vIISIIT'FLO I A KEGS
1 White Street, Suite 1012
Key West, Florida 3 3 4
3 fla-keys.corn
- 4 -305-296-1552
FloriddKeys
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Alo VFK: Marathon
Key West Big Hne Key&The Lower erys
VFK: Key Largo
VFK: Lower Keys
VFK: Fishing
VFK: Diving / Eco-Tourism
VFK: Cultural
Changes to Purchase Order(s) or issuance of New Purchase Order(s): In order to be
good stewards of the advertising expenditure and have an effective return on ad spend,
change orders to purchase orders (PO) will be used as necessary. Change order or
issuance of a new PO will be utilized when appropriate to allow the VFK marketing team
the ability to shift spending within Product categories when necessary.
Compensation Monitoring: In accordance with the Media Buy Agency Agreement,
compensation rates will be based on the projected total budget for each annual FY Media
Plan. If the actual payments for media buys for any particular FY Media Plan are less than
that year's total budget, the compensation rate shall be adjusted according to the tiers
listed in the agreement.Any adjustments to compensation rate shall occur upon reduction
of media buy payments. The compensation percentage fee tiers listed in the agreement
apply over the term of the agreement, and as extended.
Miles will invoice a flat fee of at the rates listed in the agreement per month for managing
all media programming items outlined in this statement of work.
For the remaining FY 2026, it is anticipated that the rates of 7% will be the compensation
percentage fee under Tier 2: $5,000,001 — $15,000,000 of media buy payments at 7%.
For future FY it is anticipated that the compensation rate will be 6% under Tier 1: Above
$15,000,000 of media buy payments at 6%.
The VFK Comptroller will monitor the compensation percentage fee in coordination with
the Media Buy Agency based upon the execution of the approved Media Plan to ensure
that the correct compensation percentage fee is invoiced. If the media buy is less than
anticipated, the compensation percentage fee will be reviewed and adjusted as needed
at the end of the fiscal year.
VISITFLORIDA KEYS
1 White Street, Suite 1012
Key West, F o r-dl a 3 3 4
4 fla-keys.corn
- 4 -305-296-1552