City Council Memorandum
TO: HONORABLE MAYOR AND CITY COUNCIL DATE: DECEMBER 19, 2023 FROM: CITY MANAGER’S OFFICE WARDS: ALL
SUBJECT: SOFTWARE LICENSE WITH CARAHSOFT TECHNOLOGY CORP OF RESTON, VIRGINIA FOR HOOTSUITE ENTERPRISE CORE PLAN TO UPGRADE THE CITY’S SOCIAL MEDIA MANAGEMENT PLATFORM FOR A THREE-YEAR TERM THROUGH DECEMBER 19, 2026, PAYABLE IN AN ANNUAL AMOUNT OF $43,140 FOR A TOTAL AMOUNT OF $129,420 ISSUE:
Approve a Software License with Carahsoft Technology Corporation of Reston, Virginia, for a Hootsuite Enterprise Core Plan to upgrade the City’s social media management platform for a three-year term through December 19, 2026, payable in an annual amount of $43,140 for a total amount of $129,420.
RECOMMENDATIONS:
That the City Council:
Approve a Software License with Carahsoft Technology Corporation of Reston, Virginia, for a Hootsuite Enterprise Core Plan to upgrade the City’s social media management platform for a three-year term through December 19, 2026, payable in an annual amount of $43,140 for a total amount of $129,420; Authorize the City Manager, or designee, to execute all documents necessary to carry out the transaction, including making minor and non-substantive changes.
BACKGROUND:
The Office of Communications has utilized Hootsuite, a social media management tool, since 2014 utilizing features within a Team Plan. The Team Plan costs $2,988 per year and accommodates three users, managing 20 social media profiles. Currently, Hootsuite serves as the scheduling tool for social media posts and as a data collection platform to report on social media performance. This has been instrumental in maintaining consistent social media engagement, optimizing communication strategies, and ensuring transparency.
DISCUSSION:
The City as a whole currently has over 25 active social media accounts across various platforms, including Facebook, Instagram, Twitter, and LinkedIn, with plans to expand even further. While these platforms have allowed us to connect with residents effectively, the growing demands and complexities of social media require a more organized and efficient approach.
Benefits of utilizing Hootsuite to manage all city social media accounts include:
Centralized Management: A social media management tool like Hootsuite provides a centralized dashboard for managing multiple social media accounts. This streamlines the process of posting, monitoring, and analyzing our online presence.
Scheduling Posts: The tool allows for scheduling posts in advance, ensuring consistent and timely communication, even during periods of high demand or limited staff availability.
Enhanced Response Time: Real-time monitoring of social media mentions and messages enables us to respond promptly to citizen inquiries, concerns, and comments.
Analytics and Reporting: Allows us to track the performance of our social media campaigns, measure engagement metrics, and assess the effectiveness of our communication strategies.
Content Management: Storing and organizing social media content within the tool simplifies content management and facilitates content reuse.
Collaboration: The tool promotes collaboration among our teams and departments, ensuring a coordinated and cohesive approach to social media communication.
Crisis Communication: During emergencies or crisis situations, the tool can be instrumental in disseminating critical information quickly and effectively.
Monitoring Public Sentiment: We can monitor public sentiment on social media, identify trends, and address issues proactively.
Compliance and Security: The tool offers features to ensure compliance with regulations and security standards in our social media management.
Cost Efficiency: By improving efficiency in social media management, we can make the most of our resources, including time and personnel.
Upgrading to the Enterprise Core Plan from the Team Plan would provide more user licenses and social media accounts to be managed, allowing all the City’s social media accounts across various departments to be housed under one plan.
Team Plan (current)
Enterprise Core Plan (upgrade)
3 Users
10 Admin Users + 20 Light Users
20 Social Accounts
50 Social Accounts
In addition to more user licenses and accounts, the Enterprise Plan includes social media ads management and analytics, team productivity reporting, additional automation tools for social media customer service, and a dedicated account manager. The package also allows for unlimited post scheduling with approval workflows, shared content library, team collaboration functionality, and advanced analytics/reporting. With the Enterprise Plan, product and strategy training will be provided to users along with unlimited access to Hootsuite’s online education program. Consolidating the City’s accounts onto the Enterprise Core Plan would allow the Office of Communications to have oversight over all department’s social media accounts, ensuring consistency.
The cost of the Enterprise Core Plan is $43,140 per year with a three-year commitment.
The City Manager’s Office is requesting Hootsuite to manage all city social media accounts using the Carasoft Technology Corporation contract R191902 with Omnia. Region 4 Education Service Center (ESC) solicited for Educational Software Solutions through RFP 19-19 issued October 2, 2019. The RFP resulted in nine (9) proposals with Carasoft Technology Corporation ranking first with a score of 83. A contract was awarded to Carasoft Technology Corporation with an initial three-year term from May 1, 2020, through April 30, 2023. The contract had the option to renew for two (2) additional one-year periods through April 30, 2025.The first extension was approved on October 25, 2022 to extend the end date to April 30, 2024. On October 27, 2023, the second extension was approved extending the contract to an end date of April 30, 2025.
Per Purchasing Resolution 23914, Section 702(f), which states that “Competitive Procurement through the Informal Procurement and Formal Procurement process shall not be required (f) “When Cooperative Purchasing is available and undertaken or when Services can be obtained through Federal, State and/or other public entity pricing contracts or price agreements.” The Purchasing Manager concurs that the recommended complies with Purchasing Resolution 23914, Section 702(f).
STRATEGIC PLAN ALIGNMENT:
The Software License with Carahsoft Technology Corporation contributes to Strategic Priority No. 5 – High Performing Government and Goal 5.2 - Utilize technology, data, and process improvement strategies to increase efficiencies, guide decision making, and ensure services are accessible and distributed equitably throughout all geographic areas of the City.
This item aligns with each of the five Cross-Cutting Threads as follows:
Community Trust – Hootsuite, when used by a city government, builds community trust by facilitating timely, consistent, and transparent communication with residents, while also enabling responsiveness to their needs and concerns, fostering transparency and engagement.
Equity – Each city department with an active social media account can designate 1 Social Media Administrator that will have access to use Hootsuite to schedule, manage, and report on social media performance.
Fiscal Responsibility – By effectively using Hootsuite’s social media management and communication capabilities, city departments can contribute to cost savings and better decision-making.
Innovation – Hootsuite is actively updating its software and keeps up with current trends. Hootsuite’s analytics and reporting tools can help city departments determine a rebrand of events, programs, services via social media performance.
Sustainability & Resiliency – Hootsuite will ease the City’s transition citywide from printed media to digital. Hootsuite can complement these efforts by ensuring that the city's messaging reaches its intended audience effectively and that citizen engagement and feedback are integrated into the decision-making process.
FISCAL IMPACT:
The total fiscal impact of the action is $43,140 per year for a three-year term, for a total amount of $129,420. Sufficient funds for Fiscal Year 2023/24 are available in the General Fund, City Manager Sundry/Special Programs, account number 7211200-450247. Appropriations for Fiscal Years 2024/25 and 2025/26 will be included in the City Manager’s Office Budget submissions.
Prepared by: Kaitlin Reierson, Marketing Officer
Certified as to
availability of funds: Kristie Thomas, Finance Director/Assistant Chief Financial Officer Approved by: Mike Futrell, City Manager
Approved as to form: Phaedra A. Norton, City Attorney
Attachments: Quote
Cooperative Agreement
Software License -- Hootsuite ● Page 2