HomeMy WebLinkAbout1992-06-08 92-316 ORDER�Ll
Dare 6-08-92 hem No.
W s �dzdn9 the City llvHatRx' to � a Ccntxect
Item/Subject witls Mur3 ung, gitlfa anal TEilnen W a srvlola a Huse Panel
Responsible Department: Advertiais P�
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Commentary:
lfiis pnoposal fm H>®n rwdauetl anM recce for approval by the Finance
C®ndttee at its meetim pf .Nre 2, 1992.
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Associated Information:
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Introduced For
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First Reading Pape _ of
❑Referml
Aeelymed W Cowcdor Baldacci June 8,1992
92 316
CITY OF BANGOR
(TITLE.) orber, Auctoriving the City Manager to E>a[ate a Caa[a t with
Market , [Gatlin and vEllmn to Provide a Bis Pa al Advertising Program
By tae Oity Cm of do My of8ey .
ORDERED.
THAT tha City Maaag¢' is authariu to execute a cmtract with
Max�ting, aleBia and i bmmn to p itl a bcs Patel a&vart� pro9<ae, btmch
cartract shall be mflectiva of the atbwo� "Propoaal to H p tie City of Bangor
oauelcp and mplaent a Profitable Bus Pael advertising Program" and in a form
acceptable to tha City Solicitor.
92-316
ORDER
IN CITY COUNCIL Title
June S. 1992
Passed - q N f 1 the Cit Ma to Hacute
.. u, ox z.:&.. e... X.. nage:...
s Contract with Marketing: Media and
CITY CLERK Wellman to Provide a Bus Panel Advertising Program.
......................... 4............
`i Assigned to
2 oa
Councilman
Marlceting,Menta Wellman
92 316
purchasing Depart; `
City Hal
73 Harlow Strce[ .
notion, MB 04401
e'
Fabzaary]2, ]992 -
A Proposal
To Help The City of Bangor Develop and Implement
_.A Profitable Bus Panel Advertising Program'
I Introduction .
The Bus public transportation system servesthecore market area of the Bangor Metro market as
determined by the Bangor SMSA. The Bus want; b increase operating funds through the We of
advertising space outside and inside its vehicles tointemsted parties. The Bus does notwant tolase any
money in the development of this program. Indeed, TM Bus worts to generate ss much money as possible
from this venture. Therefore, the advertising space needs to be priced at its optimum value ... and then
mustbepresented mappropdateprospectsin ineffective, benefitoriented way inotdertopermadethem
to invest in advertising on no Bus's Movine Bathes ds. -
Given the many potential impressions that are available to advertisers amoughadverdsing on The Bus,
we believe the piogmm will be a great successifthe sales presentation is well conceived, well organized
and based on rumors, up-to-date statistical information. We also believe that for the program to remain
successful, the advertising displays mestbe attractive and conform to high standards of design andlayout.
If the advertising on The Bus is professionally prepared, The Bus will then become an effective public
relations tool for the City of Bangor, as well as a profitable venture for the City's public transportation
system. It will also result in more effectiveness for One advertisms.
This agency would very much like to develop The Bus's advertising program an its Superintendent,
Joseph Mulled, and for the benefit of the city's administrators. H selected to perforin this service, we
will immediately commence work in the following areas:
1.) Designing lhesalesprogram and thepremngtion ofadverfising displayson thebuses, interfacing with
potential national and local businesses capableoffabricefing the signage structures foratgchmeat m The
Bus, and developing a means of mersurementto prove the value of Bus advertising 10 it's clients;
2.) Determining the dollar and promotional value of the advertising to advertisers;
3.) selecting the best possible prospects for the purchase of advertising on the buses;
4.) Securing the sale of the space for the department at the optimum price; and,
5.) Overseeing the production to conform to high design and quality standards.
Sune 102. One Cumtrerland Place,lsmn , ME Wet*(4O2)NI 1900
Ii a
92 316
Brief Description and Histo
Marketing;. Media & Wellman was established in 1987 by Mark Wellman. Its mission is. to provide
superior marketing and communications programs to commercial, industrial, nonprofit, and municipal
clients in order m help them reach specific goals in a cost-effective manner. Attached to this letter is a
copy ofMarkerline, a promotional piece which provides abrief description of who we are and what we
do. Prior to starting the company, Mr. Wellman was responsible for writing the marketing plan and
producing and semrring media coverage for the Committee To Save Garland Street Field. He served as
Sales and Marketing Director of Stephen King's Zone Corporation from 1985 to 1987. And from 1982
to 1985 he was responsible for marketing development and strategic planning for statewide and regional
clients of the Augusta' advertising fmm Ad -Media, Inc.
Chants for whom Marketing, Media & Wellman has provided professional services include the University
of Maine Athletics Department, Old Town Cance Company, Onsite Weather Services Company, The
City ofBangor, The Banger Convention and Visitors Porous (Bangor 2000), Sawyer Environmental, The
Housing AuthorityofTheCity of Brewer, Carpets Unlimited, One Cumberland Partners, Norlheart Care,
Snow & Nealley, Inc., I.A. Caruthers Engineering, Dunham Industries, Smokey's Greater Shows,
Stephen King, Richardson and Troubh P.A., Pat McGowan, and The Maine Library Association.
Recently, Dick Corey became an associate member of Marketing, Media & Wellman to augment our
capabilities in marketing management, sales Promotion, and merchandising. He was previously the
publisher of the £nsrem Moine Business Digest Magazine. Prior to that he worked for Ford Motor
Company for suste myears as a regional sales executive and sales manager for New England. Dick will
xssistinthepromotion and sales of TheBus'sadvertising services. His uniquerelationship with theoverall
business community is excellent based on his integrity and talent which was revealed as sales manager
of the Busirrrsr Digesr Magazine.
This firm has a great deal of experience in direct marketing. We like to think of ourselves not as an
advertising agency, but as a marketing firm with excellent in-house agency capabilities in design and
communications. We produce strategic plans that work, and then implement them. This is exactly the
type of service you need.
On this assignment, we can bill at either our normal hourly rates or, if you prefer, we can work on
commission. Most sales organizations work on some sort of commission basis in order to more highly
motivate their salespersonnel. In your situation, this would bethe best way for you to know that we're
working our hardest for you. The mora money you make, the more we make.
Gage Z-
A.
92 316
Because of our confidence in making this assignment an effective partnership between the City and
Marketing, Media & Wallace, we're perfectly comfortable with Us arrangement and recommend it.
However, because of the need to do preliminary, research, analysis, strategic planning, graphic design,
and advance publicity; we will require retainer of $2,000 in order to develop the plan. This $2,000 is
non-refundable and the only investment we ask you to make in the formulation of the Bus's advertising
program. In the plan we develop, we'll project the total ad sales we feel we can generate and we'll have
a better idea of the mount ftime it'will take us to sell out theprogmm at the optimum level s. We suspect
that we'll want to retain 35% of ad sales as our commission.
very minimum. we exams The Bus to realiu net income in excess of $IS 000'n the llrst veer
All advertising contracts and payments will be payable The Bus. Our commissions will be paid for by
the City based on actual collections, not in advance by contract sales. Any design and/or other production
services provided by skis firm to adverdsers will bebilled by us directly to them. Th is arrangement further
protects the City from paying M, M & W my treaties unless the aty has first profited from our efforts.
Besides Dick Corey's recent activities in advertising sales for the Barman Di nest Magazine, Mark
Wellman acquired a valuablebackground in media sales as an amount" motive and general sales manager
at Z62 radio before founding this firm. Setting up the sales of your media poses no problem in as much
as he's done it before. Based on realistic projections put forth in the plan mentioned above, you'll know
what to expect in ad revenues and gross profit atter the first year. Sales of ad space in additional years
should also continue to be handled by this firm and we ask that, given an acceptable level of success, that
this provision be included in the agreement One fact we've at ready learned through our research is that
when municiple departments take over ad sales responsibilities, revenues decline dramatically. In any
case, that option is one which the purchasing Agent can address after evaluating our performance.
V. A Contract For Services
We are not lawyers. Therefore, we'ie uncomfortable writing contracts. We are delighted, however, in
signing them and welcome the purchasing department to draw up such a document to the City's liking
and pramartit foroursignature. Wehaveenclosed ourstandard centrdctwhich you mayjustwish to modify
for your convenience.
Thank you, once again, for the opportunity to sse,ve the City of Bangor.
Arai-W&a l C
Mark T. Wellman Andrew C. Hinson
>: Presidentand CEO rN.P.Maketing Communications