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Item N6 Revised 2/95 BOARD OF COUNTY COMMISSIONERS AGENDA ITEM SUMMARY Meeting Date: February 16.2000 Division: County Administrator Bulk Item: Yes --K- No Department: County Administrator AGENDA ITEM WORDING: Approval of a Public Information and Involvement Plan to encourage citizens to participate in the 2000 Census, utilizing the services of the Market Share Company who are already participating in the Annual Report program for the County. The Administrator will issue a purchase order. ITEM BACKGROUND: At the meeting of the Board of County Commissioners in January, 2000, a representative of the Census discussed the importance of all citizens participating in the count. One of the major advances that would result for the County if there were a high participation rate would be eligibility for additional federal funds. Also, the County would have a much clearer knowledge of the residents. PREVIOUS REVELANT BOCC ACTION: Discussion at January, 2000 meeting. STAFF RECOMMENDA nONS: Approval. TOTAL COST: $18.000 + printing costs BUDGETED: Yes NoL COST TO COUNTY: $18,000 + printing costs REVENUE PRODUCING: Yes No AMOUNT PER MONTH_ Year APPROVED BY: County Atty X OMB/Purchasing X Risk Management _ DIVISION DIRECTOR APPROVAL: ,L-~~ James L. Roberts DOCUMENTATION: Included lL To Follow Not Required DISPOSITION: AGENDA ITEM # /-;1/& MONROE COUNTY BOARD OF COUNTY COMMISSIONERS CONTRACT SUMMARY Contract # Contract with:Market Share Company Effective Date: Expiration Date: Contract Purpose/Description:A Public Information and Involvement Plan to encourage citizens to participate in the 2000 Census. utilizing the services of the Market Share Company who are already participating in the Annual Report orogram for the County. The Administrator will issue a purchase order. Contract Manager:Debbie Frederick (Name) 4741 (Ext. ) County Administrator's Office (Department) for BOCC meeting on 2/16/00 Agenda Deadline: CONTRACT COSTS Total Dollar Value of Contract: $18,000 + Current Year Portion: $ Printing Costs Budgeted? YesD No Igj Account Codes: Grant: $ County Match: $ Estimated Ongoing Costs: $ (Not included in dollar value above) ADDITIONAL COSTS /yr For: (ell. maintenance, utilities, janitorial, salaries, etc.) CONTRACT REVIEW County Attorney Cmm~s ~n D;teIn Ye~D~~~ ~ -~~ ;)./ / 01"1 t>-u " YesDNoD YesDNoD YesDNoD Date Out Division Director ~/, ,,1- Risk Management O.M.B./Purchasing Comments: OMB Form Revised 9/11/95 MCP #2 560 OMPANY Mr. Jim Roberts Monroe County Administrator 5100 College Road Key West, FL 33040 Dear Jim, Recent conversations with Jim Malloch and Ron Osterello (Census Public Relations/Marketing Coordinator for South Florida) have prompted this letter. I firmly believe that a local public relations effort aimed at publicizing the Census and educating the public can make a true difference in the public's response. I have learned that the Census will begin mailing out forms in mid-March and that Census Takers will begin going house-to-house in mid-April. A public relations campaign implemented immediately and taking place over the next two to three months will have a serious impact on public participation and the amount of dollars that will come back to Monroe County. Ron Osterello informed me that, while he has 0 dollars in his budget for local Census public relations efforts, he has seen a number of community partnerships taking place with local counties funding local PRo The local counties are reaching into their own pockets because they realize how much they have to loose if the public fails to respond. Jim, the County can expect to pay $6,000 per month for the type of services that you will need over the next few months. Please contact me to discuss this further. Sincerely, ~~ Linda O'Brien RECEIVED 'l FC:J '""' /"'1"'\(\,-, LL' .:, :':'UJU ADVERTISING · MARKETING · PUBLIC RELATIO OUNTY ADMINISTRATOR THE :YfARKET SHARE Co., P.G.Box 1077, KEY WEST, FL 33041 (305) 296-5596 · FAX (305) 294-3335 Census 2000 Public Relations Campaign Scope of Services The Contractor shall implement a Public Information and Involvement Plan that shall consist of the following: 1. Media Program: It is anticipated that the media will be the primary method through which the public will obtain information regarding Census 2000. a. Media Contact: The Contractor will maintain contact with local media including newspapers, television and radio stations. The Contractor will maintain a comprehensive computerized list for media contacts within Monroe County. , b. News Releases: The Contractor will identify and develop news release story ideas. The news releases will include information specific to Census 2000. c. Newspaper Article Clipping Service: Upon date of award, the Contractor will monitor the Miam~ Herald, the, Keynoter, the Key West Citizen, and The Free Press (Big Pine, Marathon, Islamorada, Key Largo, and Ocean Reef) for articles pertaining to Census 2000. Applicable newspaper articles will be collected and archived. A copy of the newspaper articles will be delivered to the County at the end of the Census 2000 Public Relations Campaign. d. Guest Editorial Columns: Working with the County, the Contractor will prepare four guest editorial columns for local newspapers. The Contractor will submit a draft of the guest editorial columns to the County Administrator for review and comment. 2. Community Meetings: The need to educate the public and disseminate information pertinent to Census 2000 requires that the Contractor provide support by identifying opportunities and speaking at community meetings. Throughout the duration of the Public Relations Campaign, the Contractor will develop ample opportunities for the public to get information. Engaging minority communities is extremely important, and the Contractor shall include non-traditional community groups in their efforts. Civic associations; service clubs, religious groups, parents groups within the school system, Chambers of Commerce; environmental groups and other special interest groups provide an avenue for the Contractor to furnish information to the public and enhance public awareness and understanding of Census 2000. Groups to be addressed include, but are not limited to: a. Key West Hotel Motel Association b. Key West, Big Pine, Marathon, Islamorada, and Key Largo Chambers of Commerce c. Key West, Key West Sunrise, Big Pine, Marathon, Key Largo, and Upper Keys Rotary Clubs d. Marathon and Big Pine AARP e. Inter-Faith Council f. Florida Keys Employment Training Council- Wages Steering Committee g. Marathon Business & Professional Women h. Fishermen's Hospital Auxiliary i. Fishermen's Hospital Employee's Club j. Heart of the Keys Tourism k. Key Colony Beach Association I. Monroe County Aids Consortium m. Kiwanis of the Upper Keys n. Upper Keys Business & Professional Women o. Upper Keys Ministerial Association p. Attractions Association q. Business Guild r. NAACP s. Bahama Village Civic Organization t. Housing Authority - Key West, Marathon, and Key Largo u. Monroe County School District Parent Teachers Association v. Innkeepers Association 3. Public InformationlEducation/Awareness: a. Identify the Information Exchange to be Accomplished: (1) Public Information objectives, (2) Information to be provided to the public, (3) Groups or interests with whom information must be exchanged, (4) Special circumstances that affect the selection of Public Information techniques, (5) Public Information methods to be utilized to accomplish the required information exchange. (6) Key Issues to be addressed by the Public Information Exchange are: (a) What Census 2000 is and isn't, and (b) Identification of issues. b. Prepare Public Information Materials: The Contractor shall prepare appropriate materials for informing the general public and any identified stakeholders. The type and character of such information materials shall be dependent on the targeted group (English vs. Spanish, etc.). c. Poster Exhibit: The Contractor will develop and produce a large poster exhibit to be displayed at banks, libraries, and Post Offices. The Contractor will meet with the County Administrator to determine the poster's theme, subject matter, and size. The Contractor will coordinate with banks, libraries, and Post Offices in Monroe County for display of the poster. The net cost of printing 1,000 posters will be billed direct to the County, not to exceed $900. d. Create Newsletter-Flyer: The Contractor shall develop a newsletter format including graphics, layout, and column headlines. The newsletter-flyer shall be no more than two pages in length, two-sided 8.5 by 11 inches in size, and include illustrations, photographs, or graphics as appropriate. The Contractor shall submit a draft prototype newsletter-flyer for the County Administrator's review. A hardcopy and digital copy of the news I etter- flyer will be provided to the County. The newsletter-flyer shall be produced in both English and Spanish. Printing needs are estimated at 5,000 with net costs not to exceed $950, County to be billed direct for printing.