HomeMy WebLinkAbout1996-12-10 - AGENDA REPORTS - ECONOMIC DEVELOPMENT MARKETING (2)AGENDA REPORT
City Manager Approval
Item to be presented by:
Mike Haviland
NEW BUSINESS
DATE: December 10, 1996
SUBJECT: ECONOMIC DEVELOPMENT MARKETING PROGRAM
DEPARTMENT: Community Development
BACKGROUND
The Economic Development Administration (EDA) awarded a grant to the City of Santa
Clarita of $300,000 in marketing funds to be used over a three year period for the purpose
of promoting attraction and retention of business approved by the EDA. It is recommended
that staff move forward- in implementing the proposed economic development marketing
program described in Attachment "A" with the expenditure of $100,000 in the 1996 fiscal
year. The remaining EDA funds would be drawn down in fiscal years 1997 and 1998
respectively.
RECOMMENDATION
Staff recommends that the City Council
(3211-8110) for EDA marketing funds,
authorize staff to implement- economic
Attachment "A."
ATTACHMENT
authorize the establishment of account 01-5005
appropriate $100,000 to this new account, and
development program activities identified in
Economic Development Marketing Program Scope of Work (Attachment "A')
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ATTACHMENT "A'
SCOPE OF WORK
City of Santa Clarita
Economic Development Marketing Program
The City of Santa Clarita staff and consultants hired, through the competitive bid process,
will conduct a marketing program to repair damage to the City's image as a viable
economic component to the regional economy by:
ELEMENT
ESTIMATED COST
Collecting and analyzing market research, information through surveys and the
use of information systems including: $57,500
• Conducting three annual surveys (in winter 1996, 1997, and 1998) of Santa Clarita
residents to measure the opinion of the community as a whole to provide direction
for marketing and economic development;
• Conducting research to measure the economic benefits of events and/or projects to
the community; (12-96 through 11-98)
• Conducting two annual retention surveys (in fall 1996, 1997, and 1998) of City
businesses to identify trends, identify growth, plan for expansion, and respond to
business assistance needs; (11-97; 11-98)
• Developing an Internet home page for the City as a marketing/ communications
tool for prospective businesses. (6-97)
Promoting the City's image through:
Printed brochures; (6-97)
$180,000
Radio and television advertisements, billboard space, and direct mailings; (2-97;
2-98)
Public relations efforts to encourage public/private partnerships and strengthen
image and identity of the City in Southern California. (12-96; 10-98)
Retaining existing firms by:
$40,000
Streamlining permit services with the assistance of the City ombudsman; (2-98)
Meeting with individual businesses to react to specific problems; (12-98)
Scheduling regular meetings with targeted business focus groups to proactively
address specific retention issues. (12-98)
Marketing the City to the film and tourism industry by: $22,500
Printing brochures and other advertising and promotion materials targeted to the
film and tourism industry; (12-98)
TOTAL $300,000
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