Agenda 02/28/2017 Item #16E1002/28/2017
EXECUTIVE SUMMARY
Recommendation to waive competition for legal notices and general advertisements and
broadcasting services for Collier County community based programs.
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OBJECTIVE: To provide public service advertisements and broadcast information to the public for
County programs and initiatives.
CONSIDERATIONS: Currently the County has an active contract with Naples News Media Group
(15-6516) approved by the Board on January 26 2016 (16E3), which established discounted rates for
advertisements excluding legal and recruitment advertisement. This contract expires on February 28,
2017. In 2015, the Procurement Services Division issued a solicitation, Invitation to Bid #15-6516,
seeking competitive proposals for these services, including legal and non-legal advertisement. On
September 25, 2015, over 350 electronic notices were sent to local firms and 32 bid packages were
downloaded. On the due date of October 20, 2015, no bids were submitted. Procurement Staff surveyed
the marketplace and found that each advertisement is unique and some firms were unable to accurately
bid for the work as there are so many different programs using a variety of print, radio and televisi on
media outlets in Southwest Florida to reach the public.
In December 2015, staff approached the Naples Daily News and was able to negotiate reduced rates for
the publication of legal and non-legal advertisement. The rate for non-legal advertisement, also referred
to as “run of paper,” is $39.69 per column inch, per day, including color. The Collier Citizen and Marco
Eagle will be billed at a rate of $10.00 per column inch, per day, including color. Legal advertisement
remains at the rate of $16.50 per line with a 15% discount allowed by Florida Statutes to government
entities. In January 2017, staff discussed rates for the current year with the Naples Daily News who
agreed to continue all terms and rates from 2016.
County staff believe there is an additional need for advertising of programming and community events
using radio, television and other large public venues (i.e. movie theatres). In many instances, the type of
program drives the advertising need to reach a certain citizen demographic. By way of example, Collier
County Divisions have purchased advertising time from many different outlets such as Alpine
Broadcasting, Regal Cinema, and Waterman Broadcasting for their specific radio stations, television
networks and theatres. As marketing occurs, staff needs to use the market outlets available in the
community, and moreover, if programs target specific demographic populations, staff advertise with the
outlets that generally reach the greatest number of citizens who may use that outlet. It is v ery difficult to
engender competition in the advertisement and broadcast industry in Southwest Florida.
Pursuant to Section 9 B4 of the Procurement Ordinance 2013-69, as amended, staff requests that the
Board find it is in the best interest of the public to waive competition for legal and non-legal
advertisements and broadcasting services for Collier County community based programs to ensure
distribution of information to the public. The Procurement Services Division requests the Board approve
the attached Revenue Agreement with an effective date of March 1, 2017.
Procurement Services has reviewed the justification for this waiver and believes that the situation is still
true in 2017 as it was in 2016.
FISCAL IMPACT: Funds are budgeted in Division Cost Centers that provide advertising and broadcast
services for County programs and events. Historically, County Divisions have spent approximately
$60,000 annually on legal and non-legal advertisement in the Naples Daily News (Scripp) and
approximately $140,000 in advertisement and broadcasting services in other radio, television and public
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venues.
GROWTH MANAGEMENT IMPACT: There are no Growth Management Impacts associated with
this action.
LEGAL CONSIDERATIONS: This item is approved as to form and legality, and requires majority
vote for Board approval.-SRT
RECOMMENDATION: To waive the Procurement Ordinance associated with advertising and
broadcasting services; declare that these services are in the best interest of the public and therefore serve a
valid public purpose; authorize staff to place legal and non-legal advertisement with any media company
in Southwest Florida to reach the most citizens and serve the best demographic for the program or event;
and direct the Chairman to execute the Revenue Agreement.
Prepared by: Adam Northrup, Procurement Strategist, Procurement Services Division
ATTACHMENT(S)
1. 17-7019WV - Agreement CAO (PDF)
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COLLIER COUNTY
Board of County Commissioners
Item Number: 16.E.10
Doc ID: 2662
Item Summary: Recommendation to waive competition for legal notices and general
advertisements and broadcasting services for Collier County community based programs.
Meeting Date: 02/28/2017
Prepared by:
Title: Procurement Specialist – Procurement Services
Name: Adam Northrup
02/01/2017 12:01 PM
Submitted by:
Title: – Procurement Services
Name: Ted Coyman
02/01/2017 12:01 PM
Approved By:
Review:
Procurement Services Lissett DeLaRosa Level 1 Purchasing Gatekeeper Completed 02/01/2017 12:53 PM
Administrative Services Department Michael Cox Level 1 Division Reviewer Completed 02/02/2017 9:14 AM
Procurement Services Sandra Herrera Additional Reviewer Completed 02/07/2017 3:36 PM
Procurement Services Ted Coyman Additional Reviewer Completed 02/07/2017 5:43 PM
Administrative Services Department Len Price Level 2 Division Administrator Review Completed 02/14/2017 4:14 PM
County Attorney's Office Scott Teach Level 2 Attorney Review Completed 02/14/2017 4:39 PM
Office of Management and Budget Valerie Fleming Level 3 OMB Gatekeeper Review Completed 02/15/2017 8:19 AM
Office of Management and Budget Laura Wells Additional Reviewer Completed 02/15/2017 9:29 AM
County Attorney's Office Jeffrey A. Klatzkow Level 3 County Attorney's Office Review Completed 02/15/2017 10:03 AM
County Manager's Office Nick Casalanguida Level 4 County Manager Review Completed 02/19/2017 11:38 AM
Board of County Commissioners MaryJo Brock Meeting Pending 02/28/2017 9:00 AM
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Packet Pg. 1101 Attachment: 17-7019WV - Agreement CAO (2662 : Waiver for legal notices and general advertisements)
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Packet Pg. 1102 Attachment: 17-7019WV - Agreement CAO (2662 : Waiver for legal notices and general advertisements)
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Packet Pg. 1103 Attachment: 17-7019WV - Agreement CAO (2662 : Waiver for legal notices and general advertisements)
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Packet Pg. 1104 Attachment: 17-7019WV - Agreement CAO (2662 : Waiver for legal notices and general advertisements)
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Packet Pg. 1105 Attachment: 17-7019WV - Agreement CAO (2662 : Waiver for legal notices and general advertisements)