Ordinance No. 4,76070723 -3
ORDINANCE NO. 4760
AN ORDINANCE AUTHORIZING AND DIRECTING THE CITY MANAGER
TO EXECUTE AND THE CITY CLERK TO ATTEST TO A CONTRACT
BETWEEN THE CITY OF BAYTOWN AND JOHNSTON /GEORGE AND
® BRESLAU FOR PUBLIC RELATIONS SERVICES TO PROMOTE BAYTOWN
PARK AND RIDE; AND PROVIDING FOR THE EFFECTIVE DATE
HEREOF.
BE IT ORDAINED BY THE CITY COUNCIL OF THE CITY OF BAYTOWN,
TEXAS:
Section 1: That the City Council of the City of Baytown,
Texas, hereby approves a contract between the City of Baytown and
Johnston /George and Breslau for Public Relations Services to
promote Baytown Park and Ride, and authorizes and directs the
City Manager and City Clerk of the City of Baytown to execute and
attest to said contract. A copy of said contract is attached
hereto, marked Exhibits "A," and made a part hereof for all
intents and purposes.
Section 2: This ordinance shall take effect immediately
from and after its passage by the City Council of the City of
Baytown.
INTRODUCED, READ and PASSED by the affirmative vote of the
City Council of the City of Baytown, this the 23rd day of July,
1987.
EMMETT 0. HUTTO, Mayor
ATTEST:
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EILEEN P. HALL, City Clerk
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BRESLAU
July 8, 1987
® Ms. Dina Stucker
Transportation Planner
City of Baytown
Post Office Box 424
Baytown, Texas 77520
Dear Ms. Stucker:
We appreciate the opportunity to provide the services as
presented in the attached proposal. This letter, when
signed by your designated representative, shall serve as
an Instrument of Agreement between us.
I. Scope of Services
A. To identify, inform, and recruit prospective bus
riders for the Baytown Park & Ride service
between Baytown (San Jacinto Mall) and downtown
Houston, which was recently inaugurated.
B. To develop promotional activities to retain
loyalties of new and established bus riders so
that base of 100 daily round trips is established
as soon as possible, with a goal of 125 daily
round trips by September 30, 1987.
C. The development of an ongoing, long range program
to maintain the necessary number of riders.
II. Timeframe
The proposed Timeframe is upon acceptance of this
bid, until the funds are no longer available, or
through September 30, 1987.
III. Proiect Evaluation
A written report will be presented to the Transportation
Department of the City of Baytown upon completion of
this pilot program. Monthly reports will be prepared
and submitted at such board meetings as may be required.
b &rj
Irnll ;lily,
N 81 It 1;1 1 11 R)
Transportation Department
City of Baytown
July 8, 1987
Page 2
® IV. Cost
Budgets for this program are attached. The cost for
services as described in the attached proposal shall
not exceed the price quoted. No expenses shall be
incurred subsequent to the termination of the 1987
Baytown Park & Ride pilot program, unless additional
services are specifically requested. Invoices for
services as described above, or extra work as
requested shall be billed on a monthly basis.
We are confident of our ability to implement this project
as a result of our extensive marketing and public relations
experience in the private and public sector, for which
references are enclosed. We further pledge the resources.
of our firm to the success of this pilot program and
look forward to providing quality marketing services to
the City of Baytown now and on a continuing basis as
needed.
If the foregoing arrangements meet with your approval,
you may indicate your acceptance by signing and returning
the enclosed copy of this letter. You have our assurance
of our best efforts on your behalf.
Respectfully submitted,
JOHNSTON /GEORGE & BRESLAU
ndra Breslau
Vice President Account Services
Accepted:
CITY OF BAYTOWN
® Title
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Date
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® PROGRAM DESCRIPTION
I. THE PROPOSED PILOT PROJECT WILL HAVE FOUR OBJECTIVES:
® A. To identify and recruit new bus riders for Baytown
Park & Ride by promotional activity, publicity and
such media as budget will permit.
B. To retain the patronage of bus riders by special
services and promotional activities.
C. To tie in with San Jacinto Mall management and
merchants, as well as other Baytown business,
civic and educational organizations, to maximize
exposure of the program.
D. To increase the current base of 30 daily round
trip riders to 100 as soon as possible, with
ultimate goal of 150.
II. STRATEGY
A. PUBLICITY
Media is essentially concerned with what is "new."
Since the program has already been inaugurated, news
releases concerning the program's inauguration will
no longer be timely and "news" in of themselves.
Therefore, an aggressive promotion program is
recommended to stimulate public and media interest.
Press releases, accompanied by photographs, will be
mailed to Houston and Baytown media announcing
inauguration of the program and accompanying
promotion. Agency will develop appropriate media
list for newspapers, radio and television, as well
as explore placement of interviews on such programs
® as KBUK's noontime talk show, which is at San Jacinto
Mall every other Friday.
® Follow up falls will be made after mailing of
releases when necessary.
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B. PROMOTIONS
® Three
coupon
in the
retain
month,
-)rthy
Park &
promotional campaigns are planned: an incentive
delivered via direct mail to stimulate interest
program; a frequent rider gift certificate to
passengers; and free morning coffee for one
both as a courtesy to passengers and as a news -
angle to announce inauguration of the Baytown
Ride program.
Incentive coupon would be mailed to half the number of
Laytown- Highlands and Mt. Belvieu households in ZIP
codes 77520, 77521, 77522, 77562 and 77580. Passengers
who deposit mail coupons will be eligible for drawings
for three $100 gift certificates at San Jacinto Mall.
Promotion would allow us to publicize the program, test
® direct mail as a medium, and serve as a marketing
incentive for prospective passengers.
For Frequent Ride
entry.blank every
entry blanks will
Mall with drawing
coupons you have,
winning. .
r program, passengers would be given
time they ride the bus. Completed
be deposited in box at San Jacinto
for $100 gift certificate. The more
the greater would be your chance of
Options for morning coffee include catering service
or chits redeemable by Mall food purveyors. Program
is used successfully by Southwest Airlines and was
used by San Antonio Park & Ride upon inauguration of
their Park & Ride bus service from Wonderland Mall to
downtown San Antonio. Mall management and National
Transit management should be incorporated into planning
® process.
C. LOGO DEVELOPMENT
Distinctive logo should be developed for Baytown Park &
Ride. Logo would be used in all promotional and publicity
® activities to increase recognition of the program.
D . MEDIA
Several media were explored to publicize the program. Print
and radio were too expensive for current budget to obtain
the typ of frequency that would be required to impact audience
awareness. Outdoor advertising, whether in the form of
billboar.:s or a rotating poster program, would be excellent,
especia.!.-y for reaching motorists, which is the audience
you are attempting to convert to bus service. However, the
minimum length of time for a poster program is three months
and for billboards, six months to one year. Until the Park
&,Ride program is assured continued funding beyond September
30, it would not be feasible to utilize outdoor advertising.
Recommended medium is direct mail. It allows Y ou to reach
exactly the households you want on a cost efficient basis.
Budget does not .permit mailing to all 39,000 households
identified as potential users of Baytown Park & Ride.
Therefore we recommend mailing to one half of households.
Mailing will contain information about the Park & Ride
program, as well as incentive coupon to use service, as
.described in item B - Promotions.
E. SAN JACINTO MALL
Posters will be placed in San Jacinto Mall publicizing
Baytown Park & Ride. In addition, promotions tie in with
Mall merchants.
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III. COST
8,100
A budget outlining cost items totalling $1,0r;8iO-07 is attached
for your review.
IV. TIMEFRAME
The proposed timeframe is July 15, 1987 through September 30,
1987. This timeframe is flexible, and can be adjusted if
required.
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1-1
COST OF PROPOSED MARKETING PROGRAM
Publicity $ 900
® Promotions $1,100
Incentive certificates for direct mail $300
Frequent rider program - certificates & coupons $400
Morning coffee - one month $375
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A �i
g finished to be done by city staff
Direct Mail $4,000
Flyer - concept through printing
List & handling including sorting by carrier route
Postage
Account Management $1,000
Approximately 2� months
Mall Posters $1,000
Miscellaneous
Postage, delivery $ 100
TOTAL COST OF PROJECT
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8,100
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