çbev~rly~rly CITY OF BEVERLY HILLS STAFF REPORT Subject: Quarterly Advertising Report Attachments: 1. Summary of City-Wide Advertising Expenditures

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1 çbev~rly~rly CTY OF BEVERLY HLLS STAFF REPORT Meeting Date: January 10, 2012 To: Honorable Mayor & City Council From: Cheryl Friedling, Deputy City Manager for Public Affairs Byron Pope, City Clerk Subject: Quarterly Advertising Report Attachments: 1. Summary of City-Wide Advertising Expenditures NTRODUCTON The City Council has directed staff to provide quarterly updates on the City s advertising efforts. The intent of the report is to capture the City s advertising costs with the two local newspapers as well as through other media channels. Specifically, the Council approved a formula percentage breakdown of 63% (Beverly Hills Courie?) and 37% (Beverly Hills Weekly), along with an overall advertising reduction of 5% for the entire fiscal year. The Council also directed staff to document other advertising expenditures, including advertisements placed in specialized, trade or other media channels. DSCUSSON Based on an on-going review of advertising expenditures, staff has continued to align the City s advertising spending for the second quarter of FY 201 1/12 to achieve the Council-approved goals. City departments were directed to input all paid advertisement expenditures in an online process known as the Ad Tracker. This newly-created system captures on-going advertising costs, with final expenditure reports verified through the City s Finance Department.

2 Overall Annual Advertising Summary: The City Council s goal of a 5% overall annual advertising reduction has been achieved. For the first two quarters of FY 2011/12, overall City department advertising spending was $77, which represents a 19% reduction from the first two quarters of the previous year - FY 2010/11. Advertising Results Qi Q2 Total $28, $67, $95, % change $33, % $44, $77, % % FY Quarterly Advertising: Data obtained from all City departments indicate spending for the second quarter of FY as follows: FY2O Q2 %Total BH Courier $21, % BH Weekly $11, % Other $11, % Excluding other media, the percentage breakdown for the Beverly and the Beverly Hills Weekly include: Hills Courier FY Qi Q2 Total BH Courier $20, $21, $42, BH Weekly $10, $11, $21, % BH Courier 67% 66% 67% % BH Weekly 33% 34% 33% Advertising expenditures for both Qi and Q2 of FY indicate a shortfall of $3,500 for the Beverly Hills Weekly. Staff has already increased advertising placements in Q3 to achieve the City Council mandated percentage breakdown for this publication. FSCAL MPACT Funds for City-wide advertising (both legal/regulatory advertisements) are included in City departmental budgets. and display Page 2 of 3 1/4/2012

3 RECOMMENDATON Staff recommends that the City Council review this information, providing direction as appropriate. Cheryl Friedling B ron Po e Approved By L Page3of3 1/4/2012

4 Attachment 1

5 Summary of City-Wide Advertising Expenditures lad Ordinance No Noise Ordinance Bid 12-07: Renovation of the Children s Library Notice of Public Hearing - Parking Authority Parking Rates Notice of Public Hearing - Ordinance Regarding BHMC Amendments Bid 12-07: Children s Library Remodel Bid 12-09: Construction of the Roxbury Community Center Bid 12-09: Roxbury Community Center Ordinance Regarding Development Standards Notice of Public Hearing - Ordinance Regarding Trousdale View Restoration Ordinance No Oil, gas, hydrocarbon drilling Notice of Public Hearing - Restoration Program for Trousdale Estates Notice of Public Hearing - Restaurant Development Standards Recreation Leader ll (Recruitment) Ordinance No Oil, gas, hydrocarbon drilling Notice of Public Hearing - Mills Act Fees Notice of ntent to Adopt a Negative Declaration and Notice of Public Hearing Notice of Public Hearing - Mills Act Pilot Program Notice of Public Hearing - Mills Act Fees Notice of ntent to Adopt and Notice of Public Hearing Housing Element Resolution Notice of Public Hearing - Mills Act Pilot Program PC Notice of Public Hearing Rezoning of Three Parcels Gateway Project PC Notice of Public Hearing Rezoning of Three Parcels Gateway Project Maison de Luxe Maison de Luxe General Holiday Program Ad Summary Notice - Trousdale Estates View Restoration Ordinance PC Notice of Public Hearing Re: Ordinance Related to Restaurant Uses PC Notice of Public Hearing Re: Ordinance Related to Restaurant Uses PC Notice of Public Hearing fortentative Parcel Map & DPR Permit for 9221 Whitworth PC Notice of Public Hearing fortentative Parcel Map & DPR Permit for 9221 Whitworth Notice of Community Meeting and Public Hearing Regarding Redevelopment of Jim Falk Lexus Dealership Summary Notice - Restoration Program for Trousdale Estates Area of the City Beverly Hills Art Show Recruitment Sunshine Artist START DATE FY (Q2) Cn~t fnr Cnurier Cnct fnr Weelcv Cnct fnr Other i 17 7-Oct-il 7-Oct-il 13-Oct-li 14-Oct-il 121-Oct-il Oct ii Nov 11 3 Nov 11 3 Nov 11 4 Nov Nov-11 4 Nov Nov-il ll-nov-il ll-nov-il 117-Nov Nov Nov Nov Nov Nov ii 25-Nov Nov ii 1 Dec 11 i Dec 11 i Dec $ $1, $4, J$ioo.oo $ $ $ $ l$ $ $ $0.00 $ $ $ Other NoHo Arts District Jewish Journal LA Times Visual Art Source - $ $ $ $ $ $ $25.00 Online Media $i,ioo.oo ibeverly Hills Patch $ $ $ $ $ $ $ $ $1, $ $ $1, $3, $ $1, $ $ $ $552.oo Sunshine Artist Magazine

6 Summary of City-Wide Advertising Expenditures FY (Q2) Advertisine P~ ~ AD START DATE Cost for Courier Cnct fnr Weekv cost for Other Notice of Public Hearing Resolution Regarding View Restor;tion Fee; ~ilec $620 00~ Notice of Community Meeting and Public Hearing Lexus ~ 12 Dec-11 $i,oio.oo Maison de Luxe -~ 13 Dec-11 $2,504. Los Angeles Times Business nformation Systems Administrator (Recruitment) S Dec-li $495.00~ DCE website Business nformation Systems Administrator (Recruitment) ~5 Dec-il $ ~Ewestern Cities website Business nformation Systems Administrator (Recruitment) Business nformation Systems Administrator (Recruitment) 5 Dec 11 5 Dec 11 $ ClO (Chief nformation Officer) $25.00 The GS Jobs Clearinghouse Beverly Hills Art Show Recruitment Ad-online-Art Fair Source Book 7-Dec-li $ Art Fair Source Book Rec Leader ll (Recruitment) 18-Dec $ California s Park and Recreation Profession (CPRS) Bid Package No T HVAC Unit Replacement & nterior mprovements 115-Dec-li $722.oo Notice of Public Hearing Thompson Hotel 115-Dec-li $33393 Notice of Public Hearing Cultural Heritage Commission 115-Dec-li $ Notice of Public Hearing Cultural Heritage Commission 15-Dec-il $ Notice of Public Hearing 9360 Wilshire 16-Dec-il l$ NoticeofPublicHearing-TrousdaleViewfees 116-Dec-il $ Summary Notice of Adoption of Trousdale Estates View Restoration 116-Dec-li $1, Bid Package 12-15: T HVAC Unit Replacement & nterior mprovements 116-Dec-il $ Explore Beverly Hills - General City Ad 22-Dec-il $1, Notice of Public Hearing: Trousdale View Restoration Permit 22-Dec-li l$ Notice of Public Hearing: Historic Preservation Ordinance 130-Dec-li $ Notice of Public Hearing - Permanent Convenient Store Ban 130-Dec-li l$ Notice of Public Hearing - View Restoration Guidelines Final 130 Dec 11 $ [~721.oO~ ~ $1i,4. ~) otal Advertisjng~..~.~..~ $M total BHCourier... $21, Total BH Weekly,~ ~ $ Q.ther -, $11, % Courier 66.1% % Weekly 33.9%