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Home My WebLink AboutADMIN-09-00 l'_-; F_... <_...!",.! THE CORPORATION OF THE MUNICIPALITY OF CLARINGTON REPORT Meeting: General Purpose and Administration Committee File# ~O I Res. #6 '1/-/77-00 FilE #: By-law # Date: April 17, 2000 Report #: ADMIN-09-Q0 Subject: CORPORATE ADVERTISING PROGRAM & PROCEDURES RECOMMEN DA TlONS: It is respectfully recommended that the General Purpose and Administration Committee recommend to Council the following: 1. THAT Report ADMIN-09-00 be received; 2. THAT Council approve and endorse the implementation of the Corporate Advertising Program as contained in this Report; and 3. THAT the Corporate Advertising Program run in the Canadian Statesman and the Orono Weekly Times, on a two per month basis effective May 1, 2000. 1.0 BACKGROUND: 1.1 The concept of implementing a Corporate Advertising Program is not a new topic of discussion. Decreasing budgets and higher advertising costs have renewed concerns regarding the effectiveness of the municipal dollars spent keeping the community informed. The fundamental goal of this Program is to increase the quality, consistency and accuracy of communications to the public while making certain that the Municipality is getting the best results for its advertising expenditures. 2.0 CURRENT PROGRAM: 2.1 Currently, each Department is responsible for booking, creating, scheduling and paying for any advertising (display or public notice) required to promote and inform the community regarding the programs, services and/or facilities they provide. As there is no co-ordination of these efforts, any "volume" discount is not available to the Municipality. According to a Treasury provided printout, summarizing the 1999 expenditures for all advertising accounts, the Municipality spent approximately 120 I t.. 1,1, REPORT NO.: ADMIN-09-00 April 17, 2000 PAGE 2 $50,000 on advertising in the local print media. 2.2 Another concern with a non-co-ordinated approach is that municipal advertising can (and does) appear anywhere within the newspaper publication. To find the information, the reader must search the entire publication for the Municipality's logo and/or advertising header. This can result in the reader not finding the information they need and, therefore, become somewhat agitated if the notice they missed dealt with an issue of interest. 3.0 PROPOSED PROGRAM: 3.1 The proposed program intends to achieve these objectives: ~ Consistency (in the advertising format and in its placement within the selected news publications); ~ Cost Effectiveness; ~Reduction of Duplication ~ Streamlining Operations, and, ~ Image Enhancement. 3.2 The proposed program centralizes all aspects of the advertising function (creation, scheduling, placement, and payment) through the Marketing, Tourism & Communications Office. This creates less confusion for the newspaper sales staff, as there would be one (1) person to contact. The Program also takes advantage of the capability of creating the advertisements in-house and submitting for publication as "camera-ready". Examples of targeted advertising for the Corporate Advertising Program includes all public notices, job opportunities, program registration information, special events and any other information that needs to be communicated to Clarington citizens. Please note that Municipality of Clarington TENDERS will not, for the most part, be advertised in the corporate ad page due to other considerations that are peculiar to the publishing of tenders. 3.3 The proposed program will make use of the two (2) Clarington-resident publications: The Canadian Statesman (a division of the Metroland publication Clarington This Week) and the Orono Weekly Times. The Municipality of Clarington's Corporate Advertising page will run twice each month unless otherwise directed by the Chief Administrative Officer. At this time, each 1202 . ' . REPORT NO.: ADMIN-09-o0 April 17, 2000 PACE 3 publication provided cost estimates for the Municipality's advertising co-op (see Attachment 1). 3.3 The Clarington This Week publication is listed on Attachment 1 to indicate circulation, as it is the same for the Canadian Statesman. It is not recommended that the municipal advertising page run in the Clarington This Week as it would be a duplication of the Canadian Statesman. This program was discussed with Brian Purdy, Advertising Manager, for the Canadian Statesman. It has been agreed that the Municipality will receive the following benefits as a result of the corporate advertising policy: . Page 5 placement; . Spot colour when available . $ 40.00/thousand distribution for all municipal flyers, pamphlets, booklets etc. (including the Community Activity Guide). The Municipality currently pays $44/thousand; . No charge for "filler" advertising; and, . 20% discount on advertising running in neighbouring areas covered by Metroland publishing. This agreement is very similar to the one agreed to by Metroland and the Town of Whitby. 3.4 The Durham Post prints Clarington editorials on page 4 under the banner Bowmanville/Courtice. The circulation of this publication within the boundaries of Clarington is limited to 13,500 while their total (regional) circulation is 18,000. Another variable relative to the Durham Post is that they do not have a physical presence (i.e. office space) within the Municipality of Clarington. 4.0 CORPORATE ADVERTISING PROCEDURES: 4.1 Each Department will provide the Marketing, Tourism & Communications Office with an written "outline" of the type of advertisements (and their approximate insertion times) traditionally placed to promote their programs, services and/or facilities. This information will be used to draft an Annual Advertising Schedule for use by the Marketing, Tourism & Communications staff - copies will be provided to each Department for their use (Attachment 1 outlines a draft publication schedule). 4.2 Advertising text (copy) and required graphics must be received by the Marketing, 1203 'l; *-, . REPORT NO.: ADMIN-09-00 April 17, 2000 PAGE 4 Tourism & Communications Office NO LATER than the Monday the week preceding the requested insertion date (i.e. 8 business days prior to the advertisement appearing in local publications) 4.3 The Marketing, Tourism & Communications Office will collect the advertising information and place it within the established format for the Municipality's page. It will submit, on disk and a hard copy, the scheduled co-op advertising material to the selected publications for inclusion in the slated edition. All invoices are to be processed by the Marketing, Tourism & Communications Office. 5.0 SUMMARY: 5.1 It is requested that Council endorse the implementation of the Corporate Advertising Program and Procedures as contained in the body of this report. Once operating, the program shall be monitored and evaluated monthly. Any changes to procedures are to be done in consultation with the Chief Administrative Officer. 5.2 Given the quoted costs for the Municipality's advertising page, the Marketing, Tourism & Communications Office recommends that the Corporate Advertising Program run in the Canadian Statesman and the Orono Weekly Times publications only. Respectfully submitted, Reviewed by, "'"', (~)r~~~ Franklin Wu, Chief Administrative Officer 1204 . - ATTACHMENT 1 TO REPORT ADMIN-09-o0 LOCAL ADVERTISING RATES Publication Circulation 1999 Paid Placement Cost per Annual Insertion Cost* Canadian 21,400 See Clarington Page 5/1nside $ 952.56 $ 22,861.44 Statesman This Week Back (3/4 page) Clarington 28,193.75 This Week Durham Post 13,500 14,502.49 Page 4 1,800.00 43,200.00 Bow/Court. (1/2 page) 18,000 Total Orono Weekly 1,200 Outside Back $ 250.00 $ 6,000.00 Times 1,058 Paid (full page) APPLICABLE GST IS NOT INCLUDED IN QUOTED PRICES. 2000 PUBLICATION SCHEDULE DRAFT PUBLICATION DATE Wednesday May 24 Wednesday June 7 Wednesday June 21 Wednesday July 5 Wednesday July 19 Wednesday August 2 Wednesday August 30 Wednesday September 13 Wednesday September 27 Wednesday October 11 Wednesday October 25 Wednesday November 8 Wednesday November 22 Wednesday December 6 Wednesday December 20 MATERIAL DEADLINE Monday May 15 Monday May 29 Monday June 12 Monday June 26 Monday July 10 Monday July 24 Monday August 21 Tuesday September 5 Monday September 18 Monday October 2 Monday October 16 Monday October 30 Monday November 13 Monday November 27 Monday December 11 1205