HomeMy WebLinkAbout64-14 RESOLUTIONRESOLUTION NO. 64-14
A RESOLUTION TO APPROVE A BUDGET ADJUSTMENT IN THE
AMOUNT OF $66,500.00 TO PROVIDE FUNDING FOR A MARKETING
AND COMMUNICATION CAMPAIGN FOR THE FAYETTEVILLE ALERT
SYSTEM
BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF
FAYETTEVILLE, ARKANSAS:
Section 1: That the City Council of the City of Fayetteville, Arkansas hereby approves a
budget adjustment, a copy of which is attached as Exhibit "A", in the amount of $66,500.00 to
transfer funds from the Utilities Fund, Solid Waste Fund, and General Fund for the payment of
costs related to a marketing and communication campaign for the Fayetteville Alert System.
PASSED and APPROVED this 18th day of March, 2014.
APPROVED: ATTEST:
By: 42/14--
idi44t-th
SONDRA E. SMITH, City Clerk/Trea,sSuuxp r
ow tror
e FAYETTEVILLE Q3�
sus "
kANS,°4.
'®®�'� °,lend i ►vo �`e`
City of Fayetteville, Arkansas - Budget Adjustment Form
Legistar Version
Budget Year
2014
Division: Chief of Staff
Dept.: Chief of Staff
Requestor: Don Marr
Adjustment Number
BUDGET ADJUSTMENT DESCRIPTION / JUSTIFICATION:
A $66,500 request for a Citizen Implementation Communications & Marketing Plan for the rollout of the Fayetteville
Emergency Alert System. The primary emergency notifications relate to service of and warnings of items that
associated with every utility user signed up for service (residential, commercial, industrial, and business customers).
$22,500 will come from the General , $22,000 will come from the Water/Sewer and $22,000 from the Solid Waste Use
of Fund Balance accounts.
RESOLUTION/ORDINANCE
REQUEST DATE:
LEGISTAR FILE ID#:
3/18/2014
2014-0117
BUDGET & INFORMATION MANAGEMENT USE
Budget Director
TYPE: ❑ A ❑ B
DESCRIPTION:
GLDATE:
POSTED:
3/4/2014 14:35
Date
❑C OD ❑E ❑P
TOTAL
66,500 66,500
Increase / (Decrease) Project.Sub#
Account Number Expense Revenue Project Sub
1010.6600.5315.00
5400.4000.5315.00
5500.5000.5315.00
1010.0001.4999.99
5400.0940.4999.99
5500.0950.4999.99
22,500
22,000
22,000
22,500
22,000
22,000
AT
EX
EX
EX
RE
RE
RE
v.20140219
Account Name
Contract Services
Contract Services
Contract Services
Use of Fund Balance
Use of Fund Balance
Use of Fund Balance
C:\Users\kspri nger.CITY\AppData\Roaming\ L5\Tem p\f78b7a8e-882b-4e2b-88dc-9f6e37dObe89.xlsm
Don Marr & Lindsley Smith
Submitted By
City of Fayetteville Item Review Form
2014-0117
I_egistar File Number
3/18/2014
City Council Meeting Date - Agenda Item Only
N/A for Non -Agenda Item
Action Required:
Emergency Mgmt/COS/Communications
Department
A resolution to approve a budget adjustment in the amount of $66,500 for a citizen implementation
communication & marketing plan for the rollout of the Citizen Fayetteville Emergency Alert System
Does this item have a cost?
$66,500.00
Yes
Cost of this request
5400.4000.5315.00 & 5500.5315.00 & 1010.6600.5315
Account Number
Project Number
Budgeted Item?
No
$66,500.00
Contract Services
Category or Project Budget Program or Project Name
$0.00 Contract Services
Funds Used to Date Program or Project Category
$0.00
Remaining Balance
Budget Adjustment Attached?
Yes
Water/Sewer Fund & Solid Waste Fund & General Fund
Fund Name
Previous Ordinance or Resolution #
Original Contract Number:
po,„"
V20130812
CITY OF
Wtevtie
RKANSAS
MEETING OF MARCH 18, 2014
TO:
THRU:
FROM:
DATE:
SUBJECT:
CITY COUNCIL AGENDA MEMO
Mayor and City Council
Mayor Lioneld Jordan ''t'
Don Marr, Chief of Staff RN--
Lindsley Smith, Sr. Director of Communicationsg5
February 26, 2014
Fayetteville Alert System Marketing Plan
RECOMMENDATION:
Pass a Resolution appropriating $66,500.00 to be taken from the Water & Sewer Utility
Fund and the Solid Waste Recycling & Trash Fund and the City's General Fund and to be
placed in the Division of Media Services Operations Budget for the purchase of media
placement to promote the Fayetteville Alert System to the residents of Fayetteville and increase
the registration success rate of sign-up and for the production of the necessary media elements,
and approving a Budget Adjustment for the same.
BACKGROUND:
The Fayetteville Alert System is in the final stages of development and will soon be ready to
be deployed. The FAS will provide both emergency and non -emergency messaging for people
who opt -in to receive messages for particular topics. Non -emergency messaging is received on
an opt -in basis only. This presents the challenge of communicating with the public and providing
information regarding the existence of the Fayetteville Alert System, how they can opt -in for
particular messaging that may be of interest to them, and motivate them to do so.
It was the desire of the City Council, when the Fayetteville Alert System is deployed, that a
broad -reach marketing and communication campaign should be implemented to provide the
public with information regarding the system. The overall goal of such a marketing campaign will
be to create awareness of the Fayetteville Alert System, inform the public of the capabilities of
the system, motivate the public to sign up for the Fayetteville Alert System, and provide
information regarding how to sign up. This initial enrollment requires much more of a
communication need than for annual maintenance.
DISCUSSION:
The marketing campaign will begin in conjunction with the launch of the Fayetteville Alert
System. The strategy is to provide repetitive and high frequency of contact to citizens in the
market with messages. Its primary goal is to create awareness of the Fayetteville Alert System.
Its secondary goal is to motivate viewers to sign up to receive alerts from the system. Some
information regarding the details of the operation of the Fayetteville Alert System also will be
Mailing Address:
113 W. Mountain Street
Fayetteville, AR 72701
www.fayetteville-ar.gov
incorporated into the messaging. The launch campaign will be broad-reach/high-frequency and
run from four to six weeks, depending on media constraints.
Media placement that will be purchased includes direct mail, newspaper, both on-line and
broadcast television, cable television, and broadcast radio.
In addition to the media placement described above, significant social media messaging will
be utilized via Facebook, YouTube, and Twitter. Also, any communication channels utilized by
in-house staff (newsletters, etc.) can incorporate awareness messaging for the Fayetteville Alert
System. This messaging can be managed and/or executed by the Communication Department.
After the initial launch campaign, information regarding the Fayetteville Alert System will
continue to be distributed through social media and other outlets, as well as at City events such
as Town Hall Meetings, safety events, child -seat clinics, tree give-away, etc. and will help
maintain the awareness of the Fayetteville Alert System.
Target audience
The primary target audience for the campaign is residents of the City of Fayetteville. The
secondary target audience is people who work in Fayetteville.
Production costs
Costs of producing the media elements (TV spots, radio spots, etc.) is included in the
appropriation and will be kept to a minimum by utilizing in-house staff and resources to the
greatest extent possible.
BUDGET/STAFF IMPACT:
An appropriation of $66,500.00 is requested to pay for production costs and media placement
and this is to be provided by the Utility funds and the General Fund. The Media Services and
Communications staff members will work internally as well as contract some design services to
create the advertising ads and collateral materials to be utilized for the registration blitz and on-
going enrollment registration into the Fayetteville Alert System
2
RESOLUTION NO.
A RESOLUTION TO APPROVE A BUDGET ADJUSTMENT IN THE
AMOUNT OF $66,500.00 TO PROVIDE FUNDING FOR A MARKETING
AND COMMUNICATION CAMPAIGN FOR THE FAYETTEVILLE ALERT
SYSTEM
BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF
FAYETTEVILLE, ARKANSAS:
Section 1: That the City Council of the City of Fayetteville, Arkansas hereby approves a
budget adjustment, a copy of which is attached as Exhibit "A", in the amount of $66,500.00 to
transfer funds from the Utilities Fund, Solid Waste Fund, and General Fund for the payment of
costs related to a marketing and communication campaign for the Fayetteville Alert System.
PASSED and APPROVED this 18th day of March, 2014.
APPROVED: ATTEST:
By: By:
LIONELD JORDAN, Mayor SONDRA E. SMITH, City Clerk/Treasurer