HomeMy WebLinkAboutR-79-0851RESOLUTION NO. 7.9 - 8 5 1
A RESOLUTION AUTHORIZING THE CITY MANAGER
TO PAY THE ADVERTISING FIRt4 OF NEW YORKERS.
ANONYMOUS THE SUM OF $42,415.75 FOR CREATIVE
AND PRODUCTION COSTS IN, THE DEVELOPMENT OF
ADVERTISEMENTS AND FOR THE COSTS OF AD PLACE-
MENTS IN MULTIPLE PUBLICATIONS, WITH
FUNDS ALLOCATED THEREFOR FROM THE OFFICE
OF TRADE it COMMERCE DEVELOPMENT.
BE IT RESOLVED BY THE COMMISSION OF THE CITY OF
MIAMI, FLORIDA:
Section 1. The City Manager is hereby authorized
to pay the firm of New Yorkers Anonymous the sum of $42,4.15.75
'for creative and production costs in the development of adver-
tisements and for the costs of ad placements in multiple publi-
cations with funds allocated therefor from the Office
Trade & Commerce Development.
costs:
„SUPPORTIVE
DOcui ;
• . L.11 0
FOLLOW"
Section 2 This payment
"DOCUMENT I DEX
ITEM NO: 11
is to cover the, following
Business Location File (1 ad)
Creative Production
Office Covers
Gladstone Report Covers
Miami Board of Realtors (1 ad)
Creative Production
Media Executive Network (12 ads)
Production (color separators)
Journal of Commerce (1 ad)
Creative & Production
Financial Times of London (1 ad)
Creative & Production_
TOTAL
800.00
375.00
955.00
2,215.00
2,540..00
2,475..00
27,582.75
635.00
2,268.00.
580.00
1,665.00
325.00
$42,415.75
CITY COMMISSION
MEETING OF
USO 51979
journoI Ha.7 9
IMAM
PASSED AND ADOPTED this5ti1 day of December
Maurice A. Ferre
1979.
MAYOR
ATTEST:
LPH ' . ONGIE
TY CLERK
PREPARED AND APPROVED BY:
ROBERT F, CLARK
ASSISTANT CITY ATTORNEY
D AS TO FORM AND CORRECTNESS:
tee PP,, �i \
nOCU
FOLLOW'
-2-
79-851
PsN
Joseph R. Grassie
City Manager
1,
!cur•! Julio A. ano, Director
Trade & Ccm nerce Development Dept.
tj
November 26, 1979
New Yorkers Anonymous,
Inc.
.Attached please find, for Commission approval, a Resolution autho-
rizing the City Manager to pay creative and productioncosts in
the development of advertisements and for the costs, of media place-
ments in multiple publications, to the firm New Yorkers Anonymous,
in the sum of $42-,415.75. The bulk of these monies is for the
purchasing of the actual advertising space in selected publications..
Ten publicity firms were interviewed and presentations were made.
Among those were Creative Group, Zubi Advertising, Nat Turnbull
and Crispin Advertising. New'Yorkers Anonymous was hired temporarily
since the appointment of an agency of record is not anticipated until
January, 1980. They have produced several full color:and black &
white ads,- (see attached samples) which have received outstanding
results due to their high visual impact and copy.- Future costs will
be reduced by reusing materials already developed.
A total of 16 advertisements will have been placed in selected pu-
blications which best reach and communicate our message to the
identified market segment. The selection of those particular publi-
cations was determined on the basis of a preliminary marketing plan.
Four major publications .covering our targeted area: :Business Week,
Dun's Review, Nations' Business, U. S. News and World Report, with;a
total executive readership of close to a million readers were selected.
T`e ads, a total of 12, will run at an Optimal 'time of year, namely
Fall and Winter, when our market is most'susceptible to our advertising.
Cost for the 12 ads, see attached resolution, is $27,582.75.
The marketing plan for the U. S. identified the Greater New York area.
as our optimal market. Within the area which comprises New York,
New Jersey and Connecticut, we further pinpointed the particular seg-
ment we should reach, namely the owner/executives who havethe decision -
making power of relocating or establishing businesses in Miami.
Eta
Cr J V ANTS
79-851
Joseph R. Grassie
Page 2
November 26, 1979
Another publication being utilized is the special section on the
Florida Economy in the Journal of CoMmercei This special edition,
includes advertising reinforced by editorial content, and will be
distributed among professionals in the international business com
munity (approximately 150,000 readers). Reprint of this supplement
will be distributed at major trade and shipping meetings during the
year. Furthermore; the edition appeared on the same day as the
National Foreign Trade Convention held in New York. Therefore; this
special issue was distributed to the World Trade executives attending
the convention.
Cost: $2,268
Capitalizing. on Miami -as an international center for trade and
banking is an important part of our major strategy. Therefore,.
space was selected in the Financial Times of London, special edition
on South Florida Economy. Advertising is here again supported and
emphasized. by editorial content and to this effect, interviews were
secured and written material provided. The Financial Times has a'
circulation of over one million readers in 110 countries.
Cost: $1,665
This market was reached again with an ad in Business Location File's
special edition on investment opportunities in the U. S.
Cost: $800
Finally, space purchased in the Miami Board of Realtors annual publi-
cation. This publication, which will begin distribution in late
December, will be distributed by realtors to their clients, parti-
cularly'the foreign clients as well as by the Greater Miami Chamber
of Commerce, in an effort to attract new business to Miami. ,Studies
prove that annual publications as well as special editions are kept
for longer than a year. In the cases of annual. publications, over 80
percent of the readers refer to the publication between:one and three
times a month. There is also a pass -along readership. of. one to
three people, thus multiplying the reach of our message.:
Finally, the cost includes the production of collateral material:
Gladstone. Report Covers: $2,215.00
Office Covers: $ 955.00
And creative and production costs for the materials which are detailed
in the resolution.
JAC/GM:zf
79-851