Broward County Commission Regular Meeting
Director's Name: Margaret Stapleton
Department: Public Communications
Information
Requested Action
title
MOTION TO APPROVE Broward County Advertising and Marketing Program Policy and Standards (Exhibit 1), also known as Advantage Marketing Program, and authorize the County Administrator to take all necessary administrative and budgetary actions to implement the program.
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Why Action is Necessary
Pursuant to Section 13.62 of the Broward County Administrative Code, Board approval is required to update the Advertising and Marketing Program Policy and Standards.
What Action Accomplishes
Approves updates to the Advertising and Marketing Program Policy and Standards and authorizes the County Administrator to administer the program.
Goal Related Icon(s)
☐County Commission
☐Go Green
☐MAP Broward
Previous Action Taken
On May 7, 2024 (Item 49), the Board approved the Advertising portion of the Advertising and Marketing Program Policy and Standards. The purpose of this update was to ensure compliance with existing laws, and to establish updated policies and standards for permitted and prohibited advertising activities.
On December 12, 2023 (Item 96), the Board adopted Resolution 2023-543 pertaining to the Advertising and Marketing Program; repealing and replacing Section 13.62 of the Broward County Administrative Code; authorizing the County Administrator to administer and periodically update the Advertising and Marketing Program; and providing for severability, inclusion in the administrative code and an effective date.
Summary Explanation/Background
THE OFFICE OF PUBLIC COMMUNICATIONS RECOMMENDS APPROVAL OF THE ABOVE MOTION.
The Motion, if approved, will update the Advertising and Marketing Program Policy and Standards for Co-sponsorships, Fundraising, Solicitations, and Reporting guidelines. These updates ensure that the County’s image is protected and there is a balanced exchange of promotional value.
It will also authorize staff to solicit co-sponsorships for a list of Approved Events and Programs, and authorize the County Administrator to execute related agreements, subject to review and approval for legal sufficiency by the Office of the County Attorney, provided the aggregate third-party obligations do not exceed $200,000 per event or program per fiscal year.
The list of Approved Events and Programs are:
a) Cultural Division
1) Annual State of the Arts Address
2) IGNITE!
b) Office of Economic & Small Business Development
1) Florida International Trade and Cultural Expo (“FITCE”)
2) Broward & Beyond Business Conference
c) Resilient Environment Department
1) Water Matters Day
2) Southeast Florida Regional Climate Leadership Summit
d) Animal Care Division
1) Partnerships for post-adoption services (ex: complimentary veterinary visits and behavioral services)
2) Pet retailer adoption partnerships
The County Administrator may modify the list of Approved Events or Programs by notifying the Board, and if no County Commissioner objects within five business days, the modification takes effect.
Source of Additional Information
Margaret Stapleton, Director, Office of Public Communications, 954-357-6931
Fiscal Impact
Fiscal Impact/Cost Summary
This Advertising and Marketing Program could generate additional revenue for County events and programs, and at specific County Facilities where appropriate and the revenue will be estimated and included in the agreements.