Item Description:
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Neg Agmt with Metre LLC for media planning, media procurement and creative services to advance County’s strategic priorities, DOE-12/31/26, NTE $2,000,000
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Resolution:
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BE IT RESOLVED, that the County Administrator be authorized to negotiate an agreement with Metre LLC to provide strategic media planning, media procurement and select creative services to promote Hennepin County’s important programs, services and strategic priorities to residents, from the date of execution through December 31, 2026 in an amount not to exceed $2,000,000; that following review and approval by the County Attorney’s Office, the Chair of the Board be authorized to sign the agreement on behalf of the County; the County Administrator or designee be authorized to approve work orders issued pursuant to the agreement; and that the Controller be authorized to disburse funds as directed.
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Background:
Resolution 22-0388, adopted in October 2022, authorized negotiation of an agreement with Metre LLC for media planning and ad buying services in support of Hennepin County’s paid media campaigns.
Due to the success, strategic value and cost savings of centralized media strategy and purchasing support for more than 2 years, Hennepin County Communications is renewing agency partnership for strategic media planning and procurement. Hennepin County Communications initiated a competitive RFP process in July 2024 to establish of a new 2-year agreement with the right agency partner to bring information about our important services and programs to the public we serve.
Metre rose to the top of responding agencies and was selected based on the highest rated proposal for both non-cost and cost-based criteria. Metre is a certified woman-owned small business. Their agency rate for government support is $75 per hour. They work with peer counties in the metro area, including campaigns we partner with. Metre has a proven track record in effectively supporting Hennepin County’s pandemic response initiatives from 2022 to 2024. Working with Metre, Hennepin County is better positioned to:
• Analyze and increase the efficacy of ad campaigns
• Effectively reach priority populations
• Align media buying activity across the organization
• And reduce costs through negotiated value and buying leverage and over delivery of ads.
Highlighted outcomes of past work include:
• Delivering more than 40 paid media campaigns to market, efficiently reaching priority audiences for a broad cross section of programs and services covering child and adult immunizations, hearth health, sexual health resources for youth, fentanyl prevention resources, mental health awareness and resources, transit engagement, elections information and education, recycling and reuse programs and grants, small business program support, affordable connectivity and online safety and more.
• 45% of media buying was spent in BIPOC-owned media outlets
• Consistent 30-50% total negotiated value by campaign
This principal agreement requires no new funding, as funding for each campaign will be identified by the appropriate program budget.
recommendation
Recommendation from County Administrator: Recommend Approval