Loading...
HomeMy WebLinkAboutAGENDA REPORT 1993 0616 CC REG ITEM 11IITEM 1•.Z. AGENDA REPORT ^ -K, cauTc ,o 'c Me ',," TO: The Honorable City Council 19Q A 7 FROM: Christine Adams, Director of Community Service DATE: June 8, 1993 (Meeting of June 16, 1993) By SUBJECT: Consider the Parks and Recreation Commission Recommendation for a New Format for the Recreation Brochure. In an effort to reduce costs and staff time associated with the publishing of the thrice - yearly recreation brochure, staff has researched the possibility of having the majority of the layout, printing and distributing handled by an outside contractor. Coast Media Publishing currently serves over 30 recreation agencies in Southern California (including Conejo Valley Recreation, Rancho Simi Recreation, Pleasant Valley Recreation, City of Agoura Hills and City of Oxnard). Through a contract agreement with Coast Media, these communities have their recreation program brochure printed for a fraction of their current costs, due to the inclusion of advertisements in the brochure. In addition, staff time related to the brochure can be reduced as the layout, typesetting and art work is done by Coast Media, This fiscal year the budget for printing the three brochures is $4900.00, with a separate postage budget of $4000. This does not include the time for the Recreation Supervisor to prepare several draft brochures, which can equate to over 120 hours (30 - 40 hours per brochure) per year. If the city contracts with Coast Media, the staff time savings could be as much as 50%. The Recreation Supervisor would not need to spend the time needed to do all the typesetting and graphic layout of the brochure, which is done now. Staff would only need to compile a listing of classes, dates, times, and prices and and would send this information to Coast Media to be typeset and prepared for printing. Other information: • Coast Media sells all advertising, but provides the City final approval on all ads, for content and appropriateness. In the contract, there is a clause for not including political, pornographic, scandalous, religious, or "adult" advertisements in the brochure. This also includes ads for cigarettes and alcohol related products. A disclaimer is added in the brochure to the effect that businesses or entities referenced in the brochure are not endorsed by the City. • Coast Media would place a major emphasis on developing advertisers within Moorpark, and local businesses would be approached prior to the sales staff making any contacts with similar businesses in other communities. Regional advertisers, such as hospitals outside of Moorpark, would be contacted, as they provide services to Moorpark residents. When reviewing brochures from other cities, it appears that the advertising is sold primarily to businesses within that city. • Advertising is placed throughout the brochure in such a way as to not detract from the primary content of the brochure, and in many cases, advertisers with similar interests are placed on pages running similar activities (such as a sporting goods store on the Adult Sports Information page). • The City has the opportunity to design a brochure that is unique in its appearance and recognizable to the residents. The staff artist at Coast Media will work with staff in creating a cover design that will represent Moorpark in a friendly and professional manner. Color photographs of recreation programs or parks can be featured on the cover. • Due to the amount of local businesses and the cross - advertising opportunities with regional advertisers in neighboring communities, Coast Media feels that the costs for the thrice - yearly brochure will be less than the $4900 that is proposed for next year's budget. The savings can be either utilized for brochure upgrades (two color printing inside, paper stock, glossy cover, more pages, etc.) or be an overall expense recovery in the general fund budget. While the sale of advertising space cost offsets the majority of the cost of the brochure, the city will still need to pay a portion of the costs to cover some of the administrative costs incurred by Coast Media. • As part of the service, and for no additional costs, Coast Media will also carrier route pre -sort the brochures and deliver the brochure directly to the post office. • Printing time and delivery time are guaranteed. The payment and reimbursement to the city is structured as follows: For 9000 brochures, with 16 pages (advertising not to exceed 50% of the total brochure), the City agrees to pay Coast Media $3200 per issue for the production and printing of the catalog and Coast Media agrees to reimburse or offset the City for these costs based on the a formula developed by Coast Media. Each issue will be analyzed to determine how much Coast Media owes the City or the City owes Coast Media. Postage is the sole responsibility of the city. It is very possible, with the experienced marketing and sales team that will contacting businesses in the community, the per issue cost to the city could be around $1400.00 per issue. The total cost for three issues per year, based on this formula would be approximately $4200.00, in addition to the staff cost savings in time. The minimum contract length with Coast Media is three years, which has been determined a fair length of time to effectively establish working relationships with the business community for advertising sales. Approve contract with Coast Media to produce thrice yearly recreation brochure with inclusion of advertising.