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COUNTY OF SAN MATEOInter-Departmental Correspondence |
Health Services Agency |
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DATE: |
August 23, 2002 |
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BOARD MEETING DATE: |
September 10, 2002 |
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TO: |
Honorable Board of Supervisors |
FROM: |
Margaret Taylor, Director of Health Services |
Brian Zamora, Director of Public Health and Environmental Protection
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SUBJECT: |
Agreement With AT&T Media Services |
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Recommendation |
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Adopt a resolution authorizing the President of the Board of Supervisors to execute an agreement with AT&T Media Services in the amount of $180,000 to air Used Oil, Stormwater and Household Hazardous Waste commercials on AT&T Media Service Programming for a contract term of three years. |
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Background |
San Mateo County Environmental Health Services (EHS) Division conducts outreach and advertising to County residents and businesses regarding used oil and filter recycling, proper disposal of household hazardous waste, non-point source pollution, minimizing waste and exposure to chemicals, and choosing less toxic alternatives. The division has three sources of funding for this contract: |
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· The California Integrated Waste Management Board (CIWMB) Used Oil Block Grants |
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· The City/County Association of Governments (C/CAG), Stormwater Pollution Prevention Program (STOPPP), contract with EHS to conduct public outreach. |
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· The Household Hazardous Waste (HHW) Program, funded by the landfill user fee. |
The three program messages are interrelated. Combining messages to reach the public is an effective use of advertising dollars. |
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Seven new commercial spots with messages regarding used oil recycling, stormwater pollution prevention, and household hazardous waste are currently being produced under a separate contract that was previously authorized by the County Manager. Additionally, twelve previously produced commercials are also available for broadcast. These commercials were made available by the California Integrated Waste Management Board, who offer commercials produced using Grant funds to other Grantees free of charge. We will be monitoring their stock for future high quality spots that suit our campaign. |
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Discussion |
Since 1997, cable advertising has been an integral part of the Used Oil Program outreach and has been effective in reaching our target audience. Seventy-five percent of County households subscribe to cable and surveys indicate that residents depend on cable television for their information. |
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Over the next three years, EHS staff will be developing new commercials that will focus on Used Oil Recycling, Stormwater Pollution Prevention, and Household Hazardous Waste. A series of commercials will be produced that are attention getting and educational. Access to excellent television coverage is critical to reaching our target audiences. This agreement will enable the programs to raise public awareness and, consequently, reduce pollution. |
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Requests for Proposals were issued in December. The RFP was distributed to a minimum of three parties who are able to purchase cable-advertising time. Two of the parties submitted proposals; AT&T Media Services was selected because they offered more airtime at the same price than the second party. |
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Performance Measures for Used Oil Program Cable TV Campaign |
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Outcome |
Calendar Year 2001 Actual |
Fiscal Year 2002-03 Projected |
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Number of commercials |
7,290 |
10,455 |
Percentage of target audience reached by advertising |
50 |
59 |
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Historically, our target audience has been adult males age 18 and over, specifically, Hispanic males 18-34. A survey completed by the CIWMB determined that Hispanic males were the largest target audience statewide. More recently, we have begun to also target women as they have a significant influence on the proper disposal of used oil and household hazardous waste. A three-year contract will allow a consistency in both delivery and message to our target audience. |
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Vision Alignment |
The agreement with AT&T Media Services keeps the commitment of ensuring basic health and safety for all and goal number 7: to maintain and enhance the public safety for all residents and visitors. The agreement with AT&T Media Services contributes to this commitment and goal by raising the public's awareness about oil recycling opportunities and educating them about prevention of storm water pollution and proper disposal of HHW. |
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Fiscal Impact |
The term of the agreement is from September 2, 2002, through August 31, 2005. The maximum amount payable under this agreement shall not exceed $180,000. The budgeted amount for FY 2002-03, $60,000, has been appropriated in the Used Oil Block Grant and C/CAG STOPPP budgets. Sixty thousand dollars will be recommended each year in the FY 2003-04 and FY 2004-05 budgets respectively. There is no net county cost. |