Fremont City Council Meeting: 07/09/24 07:00 PM
3300 Capitol Avenue Div/Dept: Human Resources
Fremont, CA 94538 Category: Agreements and Contracts
SCHEDULED
Sponsors:
COUNCIL STAFF REPORT (ID # 5198) DOC ID: 5198 A
Updated: 7/3/2024 12:38 PM by Dina Lewis A Page 1
SERVICE AGREEMENT FOR RECRUITMENT MARKETING AND ADVERTISING – Authorize the City Manager to Execute a Service Agreement with the Hoffman Agency in an amount not to exceed $150,000 for Fiscal Year 2024/25 Contact Persons:
Name: Tina Gallegos
Title: Human Resources Director
Div/Dept: Human Resources
Phone: 510-494-4652
E-Mail: [email protected]
Executive Summary: The purpose of this report is to seek authorization for the City Manager to execute a service agreement for recruitment marketing and advertising services for the City of Fremont’s Police Department with the Hoffman Agency through June 30, 2025, in an amount not to exceed $150,000 over the one-year term.
BACKGROUND: The City of Fremont’s Police Department is facing significant challenges in attracting and retaining Police Officers. These challenges have been compounded by the competitive job market and evolving expectations of Police Officers. In an effort to address these challenges, the Police Department requires strategic recruitment marketing and advertising services.
The Hoffman Agency is a leading agency with extensive experience in public sector recruitment marketing and has provided marketing and public relations for the City of Fremont in the past and is familiar with the organization and the Fremont Police Department’s recruitment process. Their expertise and proven track record with the City of Fremont position them the most suitable partner to support the Fremont Police Department in achieving its recruitment advertising/marketing goals of attracting a diverse and qualified candidate group.
DISCUSSION/ANALYSIS: Municipal Code section 3.20.320 creates an exception to competitive procurement requirements for instances when competitive procurement would not be useful or advantageous to the City. In 2023, the City completed a Request for Proposal (RFP) process for recruitment marketing and advertising services for the Police Department, and following the early termination of the resulting agreement, the City retained the Hoffman Group to provide these services. Considering the Hoffman Group’s current and in-depth knowledge of the City and Police Department and that the 2023 RFP process did not result in the City’s need for services in this area being met satisfactorily, the City has determined that a new competitive procurement at this time would not be useful or produce any advantageous results for the City. This procurement is thus being completed without competitive negotiation as authorized under Municipal Code section 3.20.320.
The City of Fremont executed a service agreement with the Hoffman Agency during FY 2023/24 to provide recruitment marketing and advertising services for the Police Department to help promote employment opportunities and position the City of Fremont as an employer of choice. To assist in the City’s continuing recruitment efforts, the City seeks Council Staff Report (ID # 5198) Meeting of July 9, 2024 Updated: 7/3/2024 12:38 PM by Dina Lewis A Page 2
to enter into a service agreement with the Hoffman Agency for FY 2024/25. The proposed service agreement with the Hoffman Agency will include components such as:
• Development of a targeted recruitment marketing strategy • Creation of engaging and appealing advertising materials • Utilization of a variety of advertising channels: digital, social media, print and broadcast
• Ongoing campaign management and optimization
• Regular reporting and performance analysis.
FISCAL IMPACT: The total agreement will not exceed $150,000 during Fiscal Year 2024/25. The City Council appropriated sufficient funding for this agreement as part of the Fiscal Year 2024/25 Adopted Operating Budget for the Human Resources Department.
ENVIRONMENTAL REVIEW: The proposed action is exempt from and not subject to review under the California Environment Quality Act (CEQA) because, without limitation, it is not a “project” as defined in CEQA Guidelines Sections 15378(b)(2) and 15378(b)(5), and it has no possibility of a significant effect on the environment, as specified in CEQA Guidelines Section 15061(b)(3), as a separate and independent basis for CEQA compliance.
ATTACHMENTS: None.
RECOMMENDATION: Authorize the City Manager (or designee) to execute an agreement with the Hoffman Agency through June 30, 2025, in an amount not to exceed $150,000.