HomeMy WebLinkAboutV(B) Approval and Authorization of Joint Funding with the City of Winter Garden Public Works Department for a Public Education Campaign by METRA Agenda 05-18-2004
Item V B
Mayor Center of Good Li. Commissioners
S. Scott Vandergrift __ Danny Howell, District 1
Scott Anderson, District 2
Acting City Manager i Rusty Johnson, District 3
V. Eugene Williford, III Nancy J. Parker, District 4
STAFF REPORT
TO: The Honorable Mayor and City Commissioners
FROM: Robert B. Zaitooni, P.E., Deputy Director Public Works/City Engineer
DATE: May 18, 2004
RE: Public Education Funding For NPDES Permit
ISSUE:
Should the Honorable Mayor and City Commissioners authorize joint funding with the City of
Winter Garden for a public education campaign by METRA (Metropolitan Environmental
TRaining Alliance) as an element of the City's NPDES permit; and approve$4,000 from the
current fiscal year Stormwater Operating funds for this purpose?
BACKGROUND AND DISCUSSION:
As a part of the NPDES permit, the City is required to conduct public education activities
regarding the benefits of the stormwater management programs and the potential
consequences from improper use of fertilizers, herbicides and pesticides, and other harmful
substances to water quality and environmentally sensitive areas. To that end, the City of Ocoee
and the City of Winter Garden have proposed to partner in sponsoring a Level A Partnership
Package which will include a series of television advertisements designed to deliver an effective
message to the public with respect to the environment.
METRA is an organization that was created by a joint resolution of the City of Orlando, Orange
and Seminole Counties, Greater Orlando Aviation Authority, Reedy Creek Improvement District
and the Florida Department of Environmental Protection Central District. The objective of
METRA is to take a leadership role in education and training, provide assistance and support for
small businesses and share knowledge, experience and resources in environmental compliance
matters in private/public partnership.
RECOMMENDATION:
Staff respectfully requests the Honorable Mayor and City Commission authorize a joint
participation with the City of Winter Garden; and approve$4,000.00 from the Stormwater
Operating funds (line 3102, Engineering)for METRA for public education.
Department of Public Works,301 Maguire Road,Ocoee,FL 34761
Phone: (407)905-3170,Fax: (407)905-3176,wirw.ci.ocoee.fl.us
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oft. 1., , ,__ ,,. . - , .. ,- ;' Introduction
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Welcome Friends!
„ ,.; METRA was created on Earth Day 1998, by joint resolution of the
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y City of Orlando, Orange and Seminole Counties, Greater Orlando
Aviation Authority, Reedy Creek Improvement District and the Florida
'-=', - Department of Environmental Protection Central District. The mission
statement of METRA is "Environmental Excellence through
4 partnerships and training". The major objectives are to take a
leadership role in education and training, provide assistance and
\ ', support for small businesses and share knowledge, experience and
•
--,Q resources in environmental compliance matters in a private/public
i_ \" partnership.
METRA has become aware of environmental problems touching us
t. `x,,: �;,, all in our personal, as well as, business lives. Previously, with the
:•_ `': campaign "Only Rain Down the Drain", we addressed the importance
of protecting our lakes, rivers and streams from contaminated storm
water runoff. This year we are addressing household hazardous
waste, electronic waste and clogged drains due to cooking oil with the
campaign called "Our Environment Needs Your Help". All citizens
can play an important role by applying good management practices to
help reduce the harmful effects of these environmental issues. To
• educate the over 3 million people in Central Florida on the importance
of applying practical measures, METRA will launch an aggressive,
--^• • television driven Partnership Marketing Campaign.
A key element to the success of this campaign is the participation of
your company. I encourage you to take advantage of this opportunity
to make our market aware of what needs to be done to protect our
environment. We are confident that your involvement will be positively
viewed by Central Florida and look forward to having you on board as
7 1,,. v; 0 a supporting partner in this powerful educational campaign.
1 Best regards,
ly."3/4, tf __, ' 4"" -4, 1
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. , . Lu Burson
i" , j METRA Chairman 2
}- What is METRA?
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1440 " `_;' c The Metropolitan Environmental Training
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' Alliance(METRA) is a partnership of private
I , ,,41,„, industry and governmental agencies working
together to inform and educate Central Florida on
;� 1 ; environmental issues.
When the METRA resolution was signed on Earth
Day, 1998, the concept of such a broad alliance
*: ,, , to share knowledge, experience and resources
was untried. Since its inception, METRA has
•
been exemplary in providing environmental
leadership and education, and with many people
involved, the past years achievements have been
phenomenal!
,lk METRA has trained over 1 ,500 people in the
public/private service sectors and has just been
recognized by the Governor's Council for
Sustainable Florida with an outstanding service
awards in 2000 and 2001 .
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Why
:: A Partnership•
Campaign?
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Cause Related Marketing: Doing
Business by Doing Good!
According to the1999 Cone/Roper Cause Related
Y Trends Report, a five year study that surveyed
2,000 Americans:
"Corporate philanthropy isn't just good for the
'*` community, its good for the bottom line."
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` Top concerns of Americans, according
Ir. to this survey are:
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1 . Education
'�� 2. Crime
;.4.4tlt ' `" 3. Environment
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The Statistics
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Cause branding positively influences
"- - .(! . Y ,/ American decisions. Americans will
+' � ! A' 4 4; ) " consider companies' support of social
` {., t, 4, issues when making community,
"�' 't , f�1, ' employment, urchasin and investment
4 4 1.71c ;� , tpurchasing
`') ‘;104**\ ''a.\ 1)7'i' ' '1 4
choices.
Wit,: ' . ' tel 4f4 • Cause efforts strengthen
.4 '4 . .' ` YP relationships with brands/companies
beyond purchasing behavior.
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;.� ,r 83% of consumers say they have a more
>, j41 positive image of a company that supports
N � a cause.
• 66% say that if price and quality are equal,
ilk consumers are likely to switch to a
company that is associated with a good
cause.
• 90% of employees feel proud of their
'` VtitAdv_ A company's values versus 56% at
_ , , tf)lb 4j1 . companies without philanthropy programs.
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ar
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1fi $ 4 ; O r Market
Region
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« •41 "� ' , '' .' '�� Orlando Now Ranks in the
`- '' � � '`� %,1 Top 20 out of 210 markets
in the United States
Rank # Market TV HH's
16 Cleveland-Arkon 1 ,542,970
17 Miami 1 ,510,740
18 Denver 1 ,399, 100
19 Sacramento 1 ,278,430
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20 Orlando 1,263,900
21 St. Louis 1 ,202, 170
22 Pittsburgh 1 , 175,410
se t 4 23 Baltimore 1 ,083,030
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i1 - X; Source Nieisen Estimates for 2004, Market Statistics
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Orlando Continues to GROW!
Television households in the Orlando market have grown
almost 70% in the past 16 years, and market size has increased
piimilimfrom 27th to 20th over that same period of time.
I Jan-03 inimmim.1263900
Jan-02 1182000
Jan-01 X1126000
Jan-00 1101920
Jan-99 Ai 1072150
Jan-98 ! 1041380
Jan-97 1021970
Jan-96 997850
Jan-95 111 983410
Jan-94 967360
Jan-93 947330
Jan-92 922390
Jan-91 905080
Jan-90 858860
Jan-89 IIMINIMMIMINIMMIMIV 823710
Jan-88 777350
Jan-87 748850
Source:NSI Universe Estimates and DMA Rankings
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Influence
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'''' 'la kt ill t , r ` ' Due to the influx of people into
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`� ��, Central Florida, there is a very
,;,, \41, important need now, more
it'r I, 1I�'�4.' than ever, to inform, educate
and advise residences of the
negative impact storm water
pollutants and the harmful
effects of household
hazardous waste has on our
environment.
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What is the best way to
accomplish this vital objective?
Television ! ! !
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Persuasion
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1 : } 4: r‘ , .I' WHY USE TELEVISION?
';'1,. - t► III p l �` �Fil ‘;iii, � ,, , IIi.') , � Over 55 /o of all adults say they learn about
,a,,� �' i 4 1,, ,1' products and services from television vs.
t .., f , 25%, k only from newspaper
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.=,` • 81 % of all adults say television is the most
J r F - . influential, authoritative and believable
, i '",x ..` advertising medium.
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r _,:,.,,,.,„1,•._. • The average household has a television on
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for more than 7 hours per day.
52% of all adults consider television more
'' �'' 1: , , : authoritative than any other medium.
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` I. ` " • The average adult spends more than 4
hours per day watching television. That
r 1.0 ' -I ranks television #3 behind work and sleep!
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ig.,..„ pw .:_... ..: reBenefits
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. Favorable message creates a Positive
Image for your employees and community.
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14,4 - i 4 . 6 Reach a large audience.
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` iiv, . .i ,\.i` 4�,;,, 1i ,' : 1i'. ,i,'1+i�' •This is a turnkey campaign.
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_ • A cost effectiveartnershi .
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• Maximize awareness on how to help keep
our environment clean.
• Sends messages to the community that
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businesses and government are trying to
make a difference.
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' • Demonstrates due diligence on sponsor's
z , part as a concerned corporate citizen.
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Campi n Goals
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� • Fund a 26 week educational
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, li'. awareness campaign startin. 1, ► g
. ill '',1 1 ' March 2004, reaching 90% of area
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{ ' '; . '�r�� , households an average of 5 times.
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"i i t , ' { Increase awareness of METRA
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and how the residents of Central
It ►, llia Florida can make a difference in
protecting our environment with
locally produced TV educational
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• Target the over 3 million people in
Central Florida.
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• Solidify the sponsors of this
Ck. campaign as concerned
public/private partners.
t> Enhance the image of the involved
Vert'r ' ; partners and METRA by initiating a
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campaign that will benefit the
` : ' � ; 1 environment and ultimately the
,_. '4residents of Central Florida.
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Campaign 2004
.,. Overview
Scheduled Dates:
,� \ •26 weeks- March - August 2004
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'' ,, Campaigns :
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, f,z • "Only Rain Down the Drain"
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\, • "Our Environment Needs Your Help"
t. ; IL''V Television Facts :
-,.. ._ •To reach over 6,500,000 Impressions
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•To reach almost 85% of Households in
the Central Florida on average of 5 times
•Utilizing approximately 150 :30 second
(lik' announcements
In-Kind Media:
•METRA brochures
R1 Ir ° 4 •METRA website with links for., •To reach iliNtt
- - organizations
" -....%..., ----..!- •wftv.com and icflorida.com Internet
- - involvement
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ow The Partnership
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Level A Partnership Package
Sample Television Schedule
;e,pi .t4 . . Four Week Schedule
(Two Co-Sponsorship per Message)
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, Day Time Program # :30's
-„ M-Su 5:00-9:OOa Eyewitness News, Good Morning America 4
M-F 12n-1p Eyewitness News @ Noon 2
M-Su 5:00-7:OOp Eyewitness News 2
M-Sa 7:00-8:OOp Jeopardy/Wheel 1
'f. M-Su 8:00-11:30p ABC Prime/Eyewitness News 2
M-Su 1:05-5:OOa Over Night ROS 10
Sa,Su 12:OOn-6:OOp Various ROS 4
M-Su 5:00-4:58 Sign On/Sign Off Bonus Spots 10
Total Announcements 35
Your company will be featured in 35 television
announcements over a 4 week period reaching 45% of
C144 Households on average of 2.5 times, with
1,550,000 Impressions (viewers 6+).
1- Co-Sponsorship (50%): $4,000
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�` ; 2- Co-Sponsorship (50%): $4,000
' 40"hl;, °_ Thirty second commercials consist of:
i' 25 (+-) second METRA theme
.° 5 (+-) second per Sponsor/METRA message.
` * e (Total 2 Sponsors) 13
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Source: Feb/May/July/Nov '03 4 Bk Avg/NSI
The Partnership
Level B Partnership Package
Sample Television Schedule
Four Week Schedule
(Four Co-Sponsorships per Message)
Day Time Program # :30's
'N4 M-Su 5:00-9:OOa Eyewitness News, Good Morning America 4
M-F 12n-1p Eyewitness News @ Noon 2
M-Su 5:00-7:OOp Eyewitness News 2
M-Sa 7:00-8:OOp Jeopardy/Wheel 1
M-Su 8:00-11:30p ABC Prime/Eyewitness News 2
M-Su 1:05-5:OOa Over Night ROS 10
Sa,Su 12:OOn-6:OOp Various ROS 4
M-Su 5:00-4:58 Sign On/Sign Off Bonus Spots 10
Total Announcements 35
Your company will be featured in 35 television
announcements over a 4 week period reaching 45% of
Households on average of 2.5 times, with
1,550,000 Impressions (viewers 6+).
Co-Sponsor Pays (25)%: $2,000
der
Thirty second commercials consist of:
25 (+-) second METRA theme
5 (+-) second per Sponsor/METRA message.
(Total 4 Sponsors)
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Source: Feb/May/July/Nov '03 4 Bk Avg/NSI
WFTV.corn
Reach The 313,890 Locals Who Go To
"'!" WFTV.com/icFlorida.com with Your Interactive Ads:
► Fixed link to Metra Splash Page will be in the Action 9 section of
WFTV.com and rotate throughout wftv.com/icFlorida.com
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Our Environment Needs Your Help!
\ •
What is the best wey to dispose of worn-out or broken TV's,computers,or cell phones?
Whet Is the best way to dispose of household products,
I DON'T put that cooking oil or grease down the sink!Grease down the drains yourpropertyslicks to the inside
S of sewer sings,both on and in the streets.Eventually it builds up and blocksentire
pipes causing sewage overflows!!!
ro !
\ / ► Splash Page m, �tfi v,•,
a�
with links , v ' .'
WP \j a?ORI\y`
E-Waste is harmful to the environment F1011
and drinking water.Click here for the l I Only Rain Down the Drain
nearest location to properly dispose
of your old electronics. _ What you can do to prevent pollution from getting into our waterways
411oro,. -, . Landscape with nature.use natural predators like nfsees and b is posting,and plant
MET • , not 00 plants to reduce,or enbroly negate the need for drern hal forbl rs aand p0stiades
I •Proper chemical use,storage,and disposal.Dispose of used 1 antifreeze and other household
lit kii..... I
r - chemicals properly,not in storm sewers or drains.
•Keep organic waste out of the path of steno water.Items such as grass tippings,leaves,litter,
pet wastes and other organ c debris should be kept out of street gutters and storm drains.
\
✓ .Clean up spilled brake fluid,oil,grease,and antifreeze.Do not hose them into the street
yi where they can eventually reach waterways.
# ^RIli
• areas soil erosion on your property by planting ground cover and stabilizing eros on-prone
, il• ► Partner logos
:.. . Pass the Information along to your friends,family,and neighbors!
with link to your: 26y ��
- mak`. ' website a
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To learn n call
1-0013-CLEAN-LP um,
l000ctmasesp-Dry l
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A
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yy avIET Training Alliance
RA)For Moro iorormation hi ell)ETRA
on METRA nvisit,rn pe website. .1 ],,
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„ A([...MS Myer.;a.
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m,. , _ :•4....1 ,E,:::!-- D all Weather Email
„.. --... .^ ` p` EarlyWarning
Ad Positions will link to Metra
Splash page and/ or your site.
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4iowl t4A.it)� i Dear Darryl, arl e.- J�j
`t i0 Things are still looking wet for OFZZECHOO AST
444 r l4r�� Central Florida!Very high
moisture will keepan above
R� � rit'*, l': a��� �' normal coverage of showers for
Thursday! Checkout the details - Orlando's lViost
►`,►.. . 1 „ 't 1;4, in ami -Friend
I . r ,p t p;� your Early Warning 9
'x Neighborhood Forecast!! TIS -, plo er _
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.+ ,�- ,„ °r _ ` qui it ,i Sincerely, I=IRSTtiSA thee
, -:�,�,- s: ► l t gr�7 tiNk Y ,� Meteorologist Jamie Martin Your Career Search
Begins Here!
Your detailed weather forecast is available.
_'lick here
�, ''' * :, ),.t.11; Deputies Search for inmates st
I a '�7A h r
. r ''' t fy - Two inmate_• escaped from a local jail late last nig t. Enter to win a 2003 Toyota
One ofthe men was in jail on weapons charges.T - Martrix, a Spa or Beach I
.. other man was locked up for burglary and grand Getaway.
I theft.
— — A special book select
....er: , vOpt in Daily e-mail newsletter
✓Over 30,000+ Central Floridians
have asked to receive e-mail
y` ` /Subscribers receive a personalized
i 1 e-mail from WFTV Meteorologists up
to two times per day
✓42% of subscribers have household
x
, incomes of $50,000+
"4.4 '
"* ✓METRA will be featured in Newsletter a
40 '
' .4 - minimum of of one week per month 16
,. - March-August 2004.
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PartnershipAgreement
- In agreement with:
METRA
3319 Maguire Blvd.
111
Suite 232
Orlando, Florida 32803
Packages: A B
Please Initial $4,000 $2,000
Your selection
Campaign 1 . "Only Rain Down the Drain"
Campaign 2. "Our Environment Needs Your Help"
We, the undersigned, agree to participate in the METRA Partnership
Marketing Campaign, as described in the brochure presented to us. We
understand that we will be billed within 10 days after signing this
agreement and the amount will be payable to METRA within
15 days of receipt of the bill. Note: Participation in this campaign is tax
deductible because METRA is a not for profit organization as stated in
document #N01000001091 .
Company Name:
Company Representative:
Company Representative /Print
Address:
Phone: Fax:
Email Address:
Date:
•
FOR FURTHER QUESTIONS, CONTACT:
Jerry R. Smith @ 407-822-5935
Upon Completion Fax to... 407.841.8259
Attention: Jerry R. Smith
4E' -k1 7
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