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CONSENT CALENDAR
City of San Bernardino
Request for Council Action
Date: May 15, 2024
To: Honorable Mayor and City Council Members
From: Charles A. Montoya, City Manager;
Jasmine Glover-Mcnamara, Deputy Director of Animal
Services
Department: Animal Services
Subject: Accept Donation Funds from Stater Bros. Charities for KFROG Public Service Announcements (All Wards)
Recommendation:
It is recommended that the Mayor and City Council of the City of San Bernardino, California, adopt Resolution No. 2024-097:
1. Accepting a donation in the amount of $42,500 from Stater Bros. Charities; and
2. Authorizing the Director of Finance and Management Services to amend the FY 2023/24 budget in both revenues and expenses and appropriate $42,500 to be used towards animal shelter programs and services.
Executive Summary
On February 9th, 2024, Stater Bros. Charities offered to donate $42,500 to fund public service announcements and sponsor two highly publicized adoption events through KFROG radio media coverage. These donated funds will not only cover the cost of media coverage and adoption event promotions, but it would also allow us to impact an audience much larger than the Animal Services Department or City social media can reach.
Background
On January 17, 2024, the Mayor and City Council approved a donation from Stater Bros. Charities in the amount of $7,000 to the Department of Animal Services for the purchase of food and supplies to feed the City’s shelter pets a Thanksgiving meal.
Stater Bros. Charites has continued to assist the shelter with pet food and laundry detergent donations. On February 9, 2024, the Department was presented with an opportunity to collaborate with Stater Bros. Charities and KFROG media to promote the City of San Bernardino Animal Services adoption, volunteering, and fostering 2 0
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efforts through recorded promotional spots, adoption events, and social media highlights of our new Spay and Neuter Mobile Clinic with the cost of the media coverage in the amount of $42,500 to be donated by Stater Bros. Charities.
Discussion
The campaign developed to promote the Department’s adoption, fostering, and volunteering efforts have the potential to reach a large segment of the population. For instance, KFROG will promote an adoption event at the Toyota Arena later this year.
To help raise awareness of the event, KFROG will encourage listeners to join them at the event where 4 pairs of tickets will be given away. There will be fifteen 15-second recorded promotional spots on KFRG FM 95.1 leading up to the event along with 30 second radio ads encouraging attendance. The event will be listed on the KFROG.com event listing and contest page, in the KFROG promotional email newsletter, and branded social media campaign to promote the event and bring further awareness to our shelter.
KFROG’s Heather will also conduct a “social takeover” once per quarter to showcase the Department of Animal Services Spay & Neuter Mobile Clinic. This will help connect the public with a deeper understanding of the importance of spay and neuter while highlighting the need for shelter adoptions.
Additionally, Stater Bros. Charites and KFROG have an opportunity to make a significant impact in the community by having the City of San Bernardino Department of Animal Services participate in an inaugural ‘FurrFest’ adoption event. By hosting this adoption event, the Department will benefit from the influential reach of KFROG.
Lastly, KFROG will provide twenty 30 second radio ads weekly along with a social media campaign targeting the residents of San Bernardino County and highlighting the City of San Bernardino Animal Shelter and the animals up for adoption or foster. 2021-2025 Strategic Targets and Goals
The request to accept Donation Funds from Stater Bros. Charities for KFROG Public Service Announcements aligns with Strategic Target No. 1: Improved Operational and Financial Capacity, through the opportunity for increased donation funds which will allow the Department to implement and maintain promotional events, highlighting adoptable animals. Strategic Target No. 2. Focused, Aligned Leadership and Unified Community, by implementing community engagement, and building a culture that attracts, retains and motivates the highest quality talent. Strategic Target No. 4.
Economic Growth & Development, through develop a branding and marketing campaign.
Fiscal Impact
The FY 2023/24 operating budget will be amended by $42,500 in both revenues and expenditures.
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Conclusion
It is recommended that the Mayor and City Council of the City of San Bernardino, California, adopt Resolution No. 2024-097:
1. Accepting a donation in the amount of $42,500 from Stater Bros. Charities; and
2. Authorizing the Director of Finance and Management Services to amend the FY 2023/24 budget in both revenues and expenses and appropriate $42,500 to be used towards animal shelter programs and services.
Attachments
Attachment 1 Resolution 2024-097
Attachment 2 Letter from Stater Bros. Charities
Attachment 3 Presentation from Stater Bros. and KFROG
Ward:
All Wards
Synopsis of Previous Council Actions:
January 17, 2024 Mayor and City Council accepted a donation from Stater Bros.