HomeMy WebLinkAboutADM 150-001 Marketing Partnership and Advertising Procedure}
PiCKERiNG
Procedure
Procedure Title: Marketing Partnership and Advertising
Procedure
Procedure Number
ADM 150-001
Reference
ADM 060
ADM 140
Date Originated (m/d/y)
August 21, 2015
Date Revised (m/d/y)
December 2017
Pages
6
Approval: Chief Ad ' istrat,ve4Officer
Point of Contact
Manager, Business Development & Public Affairs
Procedure Objective
To provide City staff with clear procedures to solicit, evaluate, develop, and execute Marketing
Partnership and Advertising opportunities.
Index
01 Definitions
02 Responsibilities
03 Procedures
01 Definitions
01.01 Advertising — denotes the sale or lease of advertising or signage space on
City -owned property. Unlike marketing partnership, it involves the use of public
advertising contracted at pre -determined rates for a set period of time.
Advertising does not imply any reciprocal partnership arrangement since the
advertiser is not entitled to any additional benefits beyond access to the space.
01.02 Marketing Partnership — is a mutually beneficial business arrangement
wherein an external party, whether for profit or otherwise, provides cash and/or
in-kind services to the City in return for commercial advantage. This payback
may take the form of publicity, promotional consideration, merchandise
activation opportunities, etc. Because of these marketing benefits, a marketing
partnership does not qualify for a tax receipt. Naming rights, Pouring rights and
In -Kind contributions are considered forms of marketing partnerships.
02 Responsibilities
02.01 Chief Administrative Officer and the Director, Finance & Treasurer to:
a) Approve all agreements with a total contract value of over $100,000 and/or
with a financial expenditure required by the City to fulfill the sponsorship
request of over $5,000.
02.02 The Mayor and Members of Council to:
a) promote the marketing partnership program and direct all offers for financial
support of City programs to the Corporate Communications & Public
Relations Division; and
b) approve agreements which include the naming/renaming of City property,
buildings and structures, billboard advertising or that are outside the City's
Marketing Partnership and Advertising Policy ADM 150.
02.03 Directors and Division Heads to:
a) promote to staff the inclusion of new marketing partnership programs to
increase departmental revenue;
b) support the allocation of staff resources to conduct tracking of program,
participants, attendance, and ensure benefit fulfillment as required by the
partnership agreements; and
c) approve agreements for their respective areas with a total contract value of
up to $100,000.
02.04 Managers to:
a) promote to staff the inclusion of new marketing partnership programs to
increase departmental revenue;
b) support the allocation of staff resources to conduct tracking of program,
participants, attendance, and ensure benefit fulfillment as required by the
partnership agreements; and
c) approve agreements for their respective areas with a total contract value of
up to $30,000.
Procedure Title: Marketing Partnership and Advertising Procedure Page 2 of 6
Procedure Number: ADM 150-001
02.05 Supervisors to:
a) promote to staff the inclusion of new marketing partnership programs to
increase departmental revenue;
b) assign staff resources to conduct tracking of program participants,
attendance, and ensure benefit fulfillment as required by the partnership
agreements;
c) oversee revenue accounts to ensure partnership dollars have been
received; and
d) approve agreements for their respective areas with a total contract value of
up to $15,000.
02.06 Business Development staff to:
a) review various City initiatives and identify opportunities to maximize
revenue through new marketing partnerships and advertising;
b) consult Business Development staff when considering potential businesses
from which to solicit sponsorship (to ascertain the current state of their
economic vitality and/or public image);
c) evaluate and develop advertising and marketing partnership programs in
cooperation with cross -department staff;
d) oversee the development of Advertising and Marketing Partnership
agreements, and pricing for partnership packages;
e) ensure benefit fulfillment is being conducted by Department staff;
f) keep an up-to-date listing of all current and available opportunities for
advertising, marketing partnerships and existing agreements;
track and report on corporate advertising marketing partnership revenue;
g)
h) ensure that all agreements and activations benefit the Corporation, the
resident, and the partner;
i) act as a liaison between marketing partners and Department staff;
j)
assist Department staff in the tracking of program participants in support of
the program;
k) promote the advertising, marketing partnership program, and partnerships;
Procedure Title: Marketing Partnership and Advertising Procedure Page 3 of 6
Procedure Number: ADM 150-001
I) serve as a centralized resource for any marketing partnership activities
throughout the City; and
m) collect feedback from the community, partners, and City staff on initiatives
to maintain a positive program reputation, and enhance revenue outcomes.
02.07 Employees to:
a) adhere to the guidelines as set out in section 03.
02.08 Non -Compliance with Guidelines
Failure to comply with the Marketing Partnership and Advertising Procedure
may result in disciplinary action.
03 Procedures
03.01 Issues regarding the interpretation or application of this procedure are to be
referred to the Office of the CAO.
03.02 Authorized Business Development staff are responsible for soliciting marketing
partnerships and advertising in order to comply with approved budgets.
03.03 All unsolicited marketing partnership and advertising offers are to be referred
directly to the Coordinator, Community Partnerships.
03.04 Prior to proceeding with a marketing partnership and advertising agreement,
authorized staff from the relevant Departments are responsible to consult with
relevant stakeholders where necessary to conduct a risk/benefit assessment of
the opportunity which may include the financial strength of the prospective
partner. City staff must consider restrictions for marketing partnerships and
advertising as outlined in the City's Marketing Partnership and Advertising
Policy ADM 150. City staff should consider the dealings of the potential partner
with the City over the past 12 month period.
03.05 For new marketing partnerships and advertising agreements, relevant
Department staff are responsible to ensure compliance and receive the
appropriate level of approval as outlined in the City's Marketing Partnership
and Advertising Policy ADM 150. Once executed, authorized staff of the
involved Department are responsible to ensure the conditions of the agreement
are met.
03.06 Relevant Department staff are responsible to ensure that any use of the City's
name, logo and emblems are in accordance with the City's Communications
Policy ADM 140.
03.07 All marketing partnerships and advertising agreements must be documented.
The Coordinator, Community Partnerships in consultation with the relevant
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Procedure Number: ADM 150-001
Departments shall draft written agreements consistent with the size, scope and
complexity of the marketing partnership and/or advertising to include but not
limited to:
• the identity of all the parties in the arrangement;
• the type and estimated market value of the contribution;
• terms of payment and disposition of any surplus funds or goods;
• a waiver from liability and an indemnity clause for damages or losses
incurred by the City;
• responsibilities of the respective parties (e.g. installation and
maintenance, permits, insurance, removal from and remediation to the
site, etc.);
• the duration of the marketing partnership and delivery dates;
• a statement acknowledging that the marketing partnership may be
subject to the provisions of the Municipal Freedom of Information and
Protection of Privacy Act;
• an exit clause, conditions for termination and the remedies available to
both parties upon cancellation; and
• a statement that all parties are aware of, and agree to comply with, the
provisions of this procedure.
03.08 The terms and conditions that form part of a marketing partnership and or
advertising agreement are to be approved by the relevant Director or a
designate. If the agreement involves more than one Department, approval will
be obtained from each Director (or designate).
03.09 All marketing partnerships and advertising agreements are subject to the
approval of the Director, Corporate Services & City Solicitor.
03.10 Executed and signed marketing partnership and advertising agreements are to
be stored for audit purposes, in accordance with the City's Records
Management Policy ADM 060.
03.11 A requisition for invoice must be submitted by the Coordinator, Marketing
Partnerships with a copy of the agreement attached to Accounting Services for
invoicing, in accordance with the Accounts and Rents Receivable Procedure
FIN 030-005.
Procedure Title: Marketing Partnership and Advertising Procedure Page 5 of 6
Procedure Number: ADM 150-001
03.12 Authorized staff within the relevant Department are to review the effectiveness
of the marketing partnership and to ensure that the respective parties are
adhering to the terms of the agreement.
03.13 Departments are responsible for providing evaluation and tracking of program
participants that fall under a marketing partnership agreement to the
Coordinator, Community Partnerships on an annual basis for the purposes of
tracking. This information will also be shared annually with Business
Development staff.
Procedure Title: Marketing Partnership and Advertising Procedure Page 6 of 6
Procedure Number: ADM 150-001