WIB BOARD MEMBERS LARRY BOOTH Frank M. Booth, Inc. BRIAN BROADWAY Sacramento Job Corps JOYCELYNN BROWN Sacramento Veterans Resource Center BILL CAMP Second Vice Chair Sacramento Central Labor Council PAUL CASTRO California Human Development Corporation N. LISA CLAWSON Blood Source, Inc. LYNN R. CONNER Vice Chair Parasec MICHAEL DOURGARIAN MDDV, Inc. ANN EDWARDS Department of Human Assistance DIANE FERRARI Employment Development Department TROY GIVANS County of Sacramento, Economic Development DAVID W. GORDON Sacramento County Office of Education JASON HANSON Sierra Pacific Home and Comfort, Inc. LISA HARR Vision Service Plan BARBARA HAYES Sacramento Area Commerce & Trade Organization THOMAS P. KANDRIS Package One DR. WILLIAM KARNS Los Rios Community College District MATTHEW KELLY Northern California Construction Training GARY R. KING Secretary/Treasurer SMUD DANIEL KOEN California Teachers Association KATHY KOSSICK Sacramento Employment & Training Agency STEVEN M. LADD, Ed.D Elk Grove Unified School District FRANK A. LOUIE Xerox Corporation SUSAN MANSFIELD A. Teichert & Son, Inc. ELIZABETH MCCLATCHY The Safety Center, Inc. DENNIS MORIN Sacramento Area Electrical Training Center DR. JENNI MURPHY California State University, Sacramento ROGER NIELLO Sacramento Metropolitan Chamber of Commerce JAY ONASCH California Department of Rehabilitation KIM PARKER - Chair California Employers Association MARTHA PENRY California School Employees Association DEBORAH PORTELA Casa Coloma Health Care Center MAURICE READ Sacramento Sierra Building & Construction Trades Council LORENDA T. SANCHEZ California Indian Manpower Consortium ANETTE SMITH-DOHRING Sutter Health Sacramento Sierra Region MICHAEL R. TESTA Sacramento Convention & Visitors Bureau DR. DEBORAH J. TRAVIS Cosumnes River College DALE WALDSCHMITT Pacific Coast Companies, Inc. TERRY A. WILLS, ESQ. Cook Brown, LLP RICK WYLIE Beutler Corporation DAVID P. YOUNGER Lionakis Beaumont Design Group SACRAMENTO WORKS, INC. EMPLOYER OUTREACH COMMITTEE Date: Wednesday, July 23, 2014 Time: Location: 9:00 a.m. 1. Call to Order/Roll Call SETA Shasta Room 925 Del Paso Blvd., Suite 100 Sacramento, CA 95815 AGENDA 2. Action Item Approval of May 28, 2014 minutes 3. Action Item Final Selection of Media Vendors 4. Action Item Approval to Release RFQ for Marketing Services 5. Information Item Update on Employer Engagement Presentations 6. Adjournment Committee Members: Larry Booth (Chair), Diane Ferrari, Lisa Harr, Barbara Hayes, Tom Kandris, Susan Mansfield, Rick Wylie This meeting is open to all members of the Sacramento Works, Inc. Board and the public. DISTRIBUTION DATE: FRIDAY, JULY 18, 2014
Employer Outreach Committee Minutes/Synopsis (Minutes reflect the actual progression of the meeting.) SETA Shasta Room Wednesday, May 28, 2014 925 Del Paso Blvd., Suite 100 9:30 a.m. Sacramento, CA 95815 1. Call to Order/Roll Call: Mr. Booth called the meeting to order at 9:20 a.m. Members Present: Larry Booth, Diane Ferrari, Susan Mansfield, Tom Kandris, Rick Wylie Members Absent: Lisa Harr, Barbara Hayes Others present: Dale Waldschmitt, Robin Purdy, Terri Carpenter, Phil Cunningham, William Walker, Janet Neitzel, Kathy Kossick, and Lori Steele 3. Information Item: Update on 2014 Employer Engagement/Recruitment Contacts The sponsorship linked item is allocated to support sponsorships in the amount of $9,000. In the past, Sacramento Works has sponsored the Sacramento Human Resources Association, SACTO, and SARTA. It is important to look at the industry associations for ways to get involved. Mr. Booth stated that if we have a booth at SACTO you get some traffic but there are more results when you have a seated audience and have their attention. Ms. Mansfield will work on Intel and will schedule with the Chief Information Officer Roundtable. We need to make sure it will be a well-attended meeting for the biggest bang. In addition, Ms. Mansfield has been trying to organize a Stem Alliance and she will reach out to see if they will participate. Mr. Wylie will see if he can speak before Convene which is an off-shoot of Vistage. Vistage is a peer group in non-competitive industries. They have an annual conference where all Vistage groups are brought together. 2. Action Item: Approval of the March 26, 2014 Meeting Minutes Minutes were reviewed; no questions or corrections. Moved/Ferrari, second/kandris, to approve the March 26 minutes. Roll call vote: Aye: 4 (Booth, Ferrari, Mansfield, Wylie) Nay: 0 Abstentions: 0
4. Information Item: Discussion of Procurement Process for Employer Outreach Services Vendor There was discussion of the procurement process for an employer outreach services vendor. Currently, EMRL is working with us and has provided a quote every year. EMRL has worked with us for five years. A formal procurement will be done to secure a vendor; this will keep vendors from having to compete every year. The finalist will be asked to present before the EOC. 5. Information Item: Discussion of Business Journal Sponsorship Proposal-Best Places to Work event The Business Journal submitted a proposal; their proposal includes an option to provide information before a group, Best Places to Work. This will include the honorees and a large group of attendees. The whole package value is around $31,000 and they are offering it for around $20,000. Ms. Carpenter expressed her concern that it is a lot of money in print but it would also provide us an audience before a new group. Ms. Mansfield stated that for that amount of money, she does not think it would be a good return on the dollar. Ms. Carpenter already told them the Committee would want to do a more focused campaign. It was decided not to participate. Ms. Carpenter asked committee members about their feelings on Comstock publication; after discussion it was decided that the committee would not participate in this. Mr. Kandris stated that perhaps someone could pitch a topic about job creation, or have some newsworthy discussion that the WIB can do to include in the magazine. There are some great topics in the magazine but if we do decide to do it, it should be a focused article. Staff will be presenting the resource allocation plan for approval at the next meeting; part of the allocation is specifically for employer outreach. 6. Adjournment: The meeting was adjourned at 9:34 a.m.
ITEM 3 - ACTION FINAL SELECTION OF MEDIA VENDORS BACKGROUND: In July 2014 a Request for Quotes (RFQ) was released to solicit quotes from prospective broadcast firms for the cost of advertising placement for a three month media campaign to begin August 1, 2014. Five quotes were received from broadcast vendors: Capital Public KCRA 3 News My58 News 10 The following cost analysis schedule lists specifics for the broadcast vendors who met the minimum criteria in the RFQ: The documentation of demographics of employers and the proposer s ability to reach business decision-makers The Media components used to maximize outreach to employers The Agency or organization responses to the Response Section of the RFQ. Vendor Total Cost Commercial Totals Cost/Ad Total Impressions Cost/ Impression Total Audience KCRA News $40,000 122 - :30 KCRA.com $327.86 5,286,100.007 Adults 25+ Combined KCRA Mobile Quote from Hearst Ad KCRA and Networks My 58 My 58 $10,000 66 - :30 Plus 90 (logo inclusion) Promotional Commercials as sponsor of Late Night Block $20,000 108 - :30 Plus 135 (logo inclusion) Promotional Commercials as sponsor of Late Night Block $151.51 288,000.03 Adults 25+ $185.16 535,000.04 Adults 25+
My 58 $30,000 156 - :30 Plus 150 (logo inclusion) Promotional Commercials as sponsor of Late Night Block News 10 $10,000 156 - :15 Plus Sac & Co. segment and News10.net News 10 $20,000 276 - :15 Plus Sac & Co. segment and News10.net News 10 $30,000 390 - :15 Plus Sac & Co. segment and News10.net $192.31 700,000.04 Adults 25+ $64.10 4,754,400.002 Adults 35+ $72.46 8,467,200.002 Adults 35+ $76.92 12,115,600.002 Adults 35+ Vendor Capital Public Capital Public Capital Public Total Cost Commercial Totals Cost/Ad Total Impressions Cost/ Impression Reach $5,000 91 - :15 $54.94 318,200.015 Adults 25-54 $10,000 182 - :15 $54.94 740,600.013 Adults 25-54 $15,000 273 - :15 $54.94 1,152,400.013 Adults 25-54 $1,250 25 - :15 $50.00 211,500.006 Adults 35+ $5,000 40 - :15 $125.00 540,000.009 Adults 35+ $10,000 90 - :15 $111.11 1,215,000.008 Adults 35+ $15,000 150 - :15 $100.00 2,025,000.007 Adults 35+
RECOMMENDATION: 1. Allocate $40,000 to KCRA News KCRA News effectively reaches viewers throughout the day with a multi-screen approach using the powerful combination of television news, news online with KCRA.com and news on the go with KCRA Mobile. The Sacramento Works message will reach business owners as they move through the work day. Cost includes: 29 commercials on KCRA News 93 commercials on KCRA News on My 58 Display and Leaderboard Ads on KCRA.com 480,000 impressions reaching business decision makers before they start the day impressions will run from 7 a.m. 9 a.m. Monday through Wednesday each week over an 8 week period KCRA Mobile 400,000 impressions reaching business decision makers before they start the day impressions will run from 7 a.m. to 9 a.m. Monday through Wednesday each week over an 8 week period Weekly Audience Targeting Web Impressions 75,000 Guaranteed Display Ad impressions per week that will target business owners on the website they visit most (after KCRA.com) each week over an 8 week period 2. Allocate $30,000 to the following radio vendors: / - $15,000 Cost includes: 10 week campaign with 150 commercials that will air Monday - Friday in the morning and afternoon drive time hours during News Sullivan and News McGinnis. Capital Public - $15,000 Cost includes: Three month campaign with commercials airing during Morning and Evening news show hours: Marketplace, Morning Edition, All things Considered and Fresh Air with Terry Gross. 52 no charge bonus spots representing 23% of the total schedule. 46% of listenership has an annual income of $75K+ 29% of listenership has an annual income of $100-150K+ KXJZ is #1 in Sacramento among Adult 18+ - influence business banking decisions KXJZ is #2 in Sacramento among Adult 18+ - with management, business and financial