DATE: MARCH 22, 2022
DEPARTMENT: ADMINISTRATION
FROM: SOPHIA ROME, COMMUNITY RELATIONS MANAGER
TITLE: AMENDMENT NO. 1 TO AGREEMENT FOR SERVICES WITH TMD CREATIVE FOR AMOR SALINAS MARKETING RECOMMENDED MOTION:
A motion to approve a Resolution authorizing the Mayor to execute Amendment No. 1 to the Agreement for Services with Tovar Strategies, Inc., DBA TMD Creative (TMD).
RECOMMENDATION:
Approve a Resolution authorizing the Mayor to execute Amendment No. 1 to the Agreement with TMD to update the name of the business, extend the term of the Agreement to May 31, 2022, and increase the not to exceed amount to $35,000.
EXECUTIVE SUMMARY:
The City of Salinas entered into an Agreement with TMD on August 10, 2021 (Attachment 4), for an amount not to exceed $30,000 to develop marketing and education campaigns for AMOR Salinas. On March 14, 2022, TMD submitted an amended scope with a cost of $7,800 to include development of additional video content for social media marketing, creation of a bus ad for AMOR Salinas, and strategic ad placement for the AMOR Salinas public service announcement (PSA). With the amended scope, the not to exceed amount of the original agreement will need to be increased. Since executing the Agreement, there was also a legal name change of the business to Tovar Strategies, Inc., DBA TMD Creative. Amendment 1 to the Agreement (Attachment 2) reflects the name change, extends the term of the Agreement to May 31, 2022, and increases the not to exceed amount to $35,000.
BACKGROUND:
Councilmembers González, McShane, & Osornio were appointed as the members of the Litter & Debris Subcommittee in February 2021 to evaluate issues surrounding litter and debris throughout the City. The City Manager appointed a team of staff from Administration, Library & Community Services, Public Works, and Community Development to support the Subcommittee in its effort to establish partnerships with community stakeholders and develop creative solutions to clean up the City. These efforts led to the development of the AMOR Salinas movement, which launched in September 2021.
On August 10, 2021, the City entered into an Agreement for Services with TMD with a not to exceed amount of $30,000 for services relating to the marketing of AMOR Salinas, including:
Coordinating the AMOR Salinas kick-off event in September 2021 Developing a strategic marketing campaign that aligns with AMOR Salinas Developing print and digital marketing materials
Creating a style guide and templates for marketing
Creation of a PSA
Developing an AMOR Salinas education campaign
TMD submitted an amended scope (Attachment 3) to include design and placement of an MST bus ad, creation of six videos for social media for ongoing marketing and education, and strategic PSA ad placement on television, radio, and in the movie theater.
Amendment 1 to the Agreement (Attachment 2) reflects changes to the legal name of the business, extends the term of the Agreement to May 31, 2022, and increases the not to exceed amount to $35,000.
CEQA CONSIDERATION:
Not a Project. The City of Salinas has determined that the proposed action is not a project as defined by the California Environmental Quality Act (CEQA) (CEQA Guidelines Section 15378). In addition, CEQA Guidelines Section 15061 includes the general rule that CEQA applies only to activities which have the potential for causing a significant effect on the environment. Where it can be seen with certainty that there is no possibility that the activity in question may have a significant effect on the environment, the activity is not subject to CEQA. Because the proposed action and this matter have no potential to cause any effect on the environment, or because it falls within a category of activities excluded as projects pursuant to CEQA Guidelines section 15378, this matter is not a project. Because the matter does not cause a direct or foreseeable indirect physical change on or in the environment, this matter is not a project. Any subsequent discretionary projects resulting from this action will be assessed for CEQA applicability.
STRATEGIC PLAN INITIATIVE:
AMOR Salinas aligns with the following Council Strategic Goals:
Economic Development – AMOR Salinas focuses on Citywide beautification including public art and maintaining a clean and welcoming environment in the City’s neighborhoods, public spaces, and commercial corridors.
Infrastructure and Environmental Sustainability – Beautifying the City through City and community led clean-ups that engage residents is a key component of AMOR Salinas’ pilar of Community Restoration, which includes cleaning and greening initiatives.
Youth and Seniors – Implementing strategic marketing and education campaigns for AMOR Salinas will allow the City to connect and engage youth to increase civic engagement among middle and high school youth, as well as educate younger children on the importance of caring for the environment and volunteerism.
DEPARTMENTAL COORDINATION:
This Agreement and proposed Amendment was coordinated with the City Attorney’s Office. AMOR Salinas is a coordinated effort between City Administration, Library & Community Services, Public Works, and Community Development.
FISCAL AND SUSTAINABILITY IMPACT:
Amendment No. 1 to the Agreement will use current funding from the General Fund.
ATTACHMENTS:
Resolution
Draft Amendment No. 1 to Agreement for Services
AMOR Salinas Scope March 2022 – May 2022
Agreement for Services with TMD Creative – August 10, 2021 Page | 3
Page | 1
CITY OF SALINASCOUNCIL STAFF REPORTCITY OF SALINASCOUNCIL STAFF REPORT
CITY OF SALINAS
COUNCIL STAFF REPORT
CITY OF SALINAS
COUNCIL STAFF REPORT