Manatee County Government Administrative Center Commission Chambers, First Floor 9:00 a.m. - July 26, 2016
REVISED July 26, 2016 - Regular Meeting
Agenda Item #34

Sixth Amendment to Agreement 11-1020FL, Professional Consulting Advertising Agency Services


Contact and/or Presenter Information

Presenter:  Elliott Falcione, Convention and Visitors Bureau, Phone (941)729-9177, Extension 222.

Contact:  Frank Lambertson, Contracts Negotiator, Purchasing Division, Financial Management Department, Extension, 3042

Action Requested
Authorize the County Administrator or his designee to execute the Sixth Amendment to the Agreement for Professional Consulting Advertising Agency Services with Aqua Marketing and Communications, Inc., St. Petersburg, FL.  This term renewal extends the Agreement for one (1) year commencing July 1, 2016, and terminating June 30, 2017, in the amount of $706,000.00 for a revised total amount of $2,481,737.00.

Enabling/Regulating Authority
Manatee County Code of Laws

Background Discussion

On July 2, 2012, Agreement 11-1020FL for Professional Consulting Advertising Agency Services for the Bradenton Area Convention and Visitors Bureau (BACVB) commenced with Aqua Marketing and Communications Inc.  Services to be provided under the Agreement include advertising, marketing, and public relations.

Amendment #1 through Amendment #5 added additional tasks to the scope of service, extended the agreement via renewal options, and encumbered the funding for the current fiscal year.  During this time frame, BACVB has seen continuing growth in visitation to our area.

The Sixth Amendment includes these ongoing services:

  • Brand management that includes all of our creative work, campaigns, and promotions.
  • Production/Collateral services facilitates all of our promotional items, television, radio, and trade show initiatives.
  • North American public relations representative which includes travel expenses.

Newly added and increased responsibilities include:

  • Co-op/partnership advertising buy management programs with community stakeholders.  Estimated revenue to BACVB with the co-op/partnership is approximately $100,000.
  • Pay-Per-Click website retargeting and digital media buys.  Having Aqua facilitate these services will better optimize our entire digital media buys as their software can constantly shop discounted digital advertising on a daily basis.  Contracting with Aqua will target a demographic consumer base that can afford the Bradenton Area for vacation, will negotiate all digital media buys, and will show return on investment on all related buys.

Cost summary of the Sixth Amendment includes:

  • Creative Design Layouts:  $200,000
  • Production/Collateral:  $110,000
  • Public Relations Service:  $67,500
  • Public Relations Expense:  $45,000
  • Co-op Management & Advertising:  $23,500
  • Pay-Per-Click, Website Retargeting, and Other Digital Media per Media Plan:  $260,000
  • TOTAL:  $706,000.00            

The majority of Convention and Visitor Bureau's around the state contract and pay similar competitive costs to advertising agencies to facilitate the aforementioned scope of services with the objective of increasing and sustaining visitor market share.

County Attorney Review
Not Reviewed (No apparent legal issues)

Explanation of Other

Reviewing Attorney

Instructions to Board Records

Original to Board Records.

Copy to:  Aqua Marketing and Communications, Inc., 360 Central Avenue, Suite 420, St. Petersburg, FL 33701.

Email copies to:  eva.galler@mymanatee.org and frank.lambertson@mymanatee.org

Cost and Funds Source Account Number and Name
$706,000.00 1030002200 CVB Direct Marketing

Amount and Frequency of Recurring Costs

Attachment:  CVBmemo.pdf
Attachment:  SixthAmendAqua.pdf