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1 <br /> ORANGE COUNTY <br /> BOARD OF COMMISSIONERS <br /> ACTION AGENDA ITEM ABSTRACT <br /> Meeting Date: September 6, 2016 <br /> Action Agenda <br /> Item No. 6-p <br /> SUBJECT: Marketing Communications Management Agreement with Clean Design <br /> DEPARTMENT: Economic Development/Visitors <br /> Bureau <br /> ATTACHMENT(S): INFORMATION CONTACT: <br /> 2016-17 Renewal Agreement between Laurie Paolicelli 919-245-4322 <br /> the Chapel Hill/Orange County Visitors <br /> Bureau and Marketing Agency, Clean <br /> Design <br /> PURPOSE: To approve a professional services agreement for tourism marketing and <br /> advertising with Clean Design. <br /> BACKGROUND: The Visitors Bureau maintains an advertising agency contract to accomplish <br /> its mission of marketing Orange County to grow demand for tourism assets and boost jobs, <br /> taxes and economic impact. Clean Design has been the agency of contract since 2012/13, <br /> beginning with an original $300,000 media plan. The contract grew to $450,000 in 2014. In <br /> 2015, the Visitors Bureau again committed $300,000. At the Visitors Bureau Board's direction, <br /> this contract was augmented by fund balance expenditures of $285,198 to introduce a new <br /> website, social media plan, and add an LGBT tourism campaign. As it ended its fiscal year, the <br /> results of these marketing efforts grew tourism by nearly 8% across all key metrics. <br /> This current agreement is a renewal for 12 months and reflects a dollar amount of $398,239, <br /> which reflects continued creative development, on-line marketing and advertising in newspaper, <br /> magazine and on-line sources. The website and social media plan initiated in previous years are <br /> now active. <br /> In the spring of 2017 the Visitors Bureau Advisory Board is prepared to issue a request for <br /> proposals (RFP) to accept bids for 2017-18 tourism marketing and advertising. <br /> FINANCIAL IMPACT: A total of $398,239 in Visitors Bureau funds have been budgeted for <br /> 2016-2017 Fiscal Year <br /> SOCIAL JUSTICE IMPACT: The following Orange County Social Justice Goal is applicable to <br /> this agenda item: <br /> • GOAL: ENSURE ECONOMIC SELF-SUFFICIENCY <br /> The creation and preservation of infrastructure, policies, programs and funding necessary <br /> for residents to provide shelter, food, clothing and medical care for themselves and their <br /> dependents. <br />