Camarillo City Council
AGENDA REPORT
Date: September 24, 2025
To: Honorable Mayor and City Councilmembers
From: Greg Ramirez, City Manager
Submitted by: Carmen Nichols, Assistant City Manager
Subject: Amendment to Professional Services Agreement for Economic Development Marketing Services with Searle Creative Group
BACKGROUND
On September 5, 2018, the City Council adopted the Economic Development Strategic Plan (EDSP) to guide Camarillo’s economic development policies and programs, including a stronger marketing identity and an emphasis on a coordinated, business- friendly approach.
In June 2022, the City entered into Agreement No. 2022-161 with Searle Creative Group to develop and execute economic development marketing services, including creation of the City’s economic development website, ChooseCamarillo.com, which has since received statewide recognition, including a CALED Award of Merit. Ongoing work includes maintaining and improving the ChooseCamarillo.com platform and supporting recurring outreach to businesses and developers.
DISCUSSION
Staff recommend extending the City’s agreement with Searle Creative Group to sustain the momentum built under the Economic Development Strategic Plan and to continue positioning Camarillo as a competitive, business-friendly location. The proposed two-year extension shifts the work from one-time deliverables to a program model that continually tells Camarillo’s story, supports active deals, and equips staff with timely, high-quality content.
Over the next two years, Searle will steward the website and related channels so they remain current, secure, accessible, and easy for prospects to navigate. This includes regular content updates, creation of new pages as needs emerge, and search-optimized articles. Twice each year, Searle will perform comprehensive maintenance with full
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backups, staging and deployment, core and plugin updates, accessibility reviews, and quality assurance to ensure reliability and compliance.
To keep the pipeline of stories fresh and relevant, Searle will produce original content that highlights target industries, local success stories, and catalytic City initiatives. On-site photography and videography will document new investments and business milestones, with refreshed aerial imagery of key employment areas to support site-selection conversations and presentations.
The near-term focus will emphasize marketing to advanced manufacturing, life sciences, aerospace, infrared technology, and retail. As the Old Town Strategic Plan advances, the marketing will incorporate stories and updates that align with Council direction for activation and investment in the district.
The amendment provides continuity with a consultant that is already integrated into staff workflows and familiar with Camarillo’s priorities. It funds a level of effort sufficient to maintain the platform, generate high-quality content, and support targeted outreach that advances the EDSP while giving Council and the community clear, measurable value from year to year.
FISCAL IMPACT
Funding for economic development marketing services is currently budgeted in the economic development budget, Account No. 101-6501-465.54-01. Funding is estimated to be $60,000 for Fiscal Year 25/26, and $60,000 in Fiscal Year 26/27.
CEQA DETERMINATIONS
City staff has determined, in accordance with Section 15061(b)(3) of the California Environmental Quality Act (CEQA) Guidelines, that the professional services agreement amendment for marketing and website services is not subject to CEQA review because it can be seen with certainty that there is no possibility that the services provided may have a significant effect on the environment.
RECOMMENDATION
1. Find Searle Creative Group Services exempt from review under the California Environmental Quality Act (CEQA) pursuant to Section 15061(b)(3); and
2. Authorize the City Manager to execute Agreement No. CC-2022-161A with Searle Creative Group to extend the term two years, through June 30, 2027; and
3. Set a not-to-exceed amount of $60,000 per fiscal year (total $120,000 for the two- year amendment, aggregate contract not-to-exceed $300,000);
ATTACHMENTS
1. First Amendment to Agreement No. 2022-161A (Searle Creative Group) with Exhibit A – Scope of Services
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2. Agreement No. 2022-161
REFERENCE MATERIALS – AVAILABLE FOR REVIEW AT CITY HALL None