SUBJECT
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Consideration to approve the renewal of contract FY23-066 to Sanders/Wingo, for contract services including campaign design, public relations, account management, content & creative, media planning & placement, digital activation, production management, and video production for the U.S. marketing campaign, in an annual amount not to exceed $379,000.00. This is the second and final extension period. Funding is available in the Convention and Visitors Bureau Department.
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VIVA LAREDO PLAN ALIGNMENT
Alignment Rating:
Supporting goal(s)/policy(ies):
Summary of alignment:
PREVIOUS COUNCIL ACTION
City Council approved the initial one-year contract on November 6, 2023, and authorized the first renewal extension on October 21, 2024
BACKGROUND
RFP number FY23-066: U.S. Marketing Agency of Record was issued on June 22,2023, with six vendors submitting proposals. Following a competitive process that included interviews with the top three highest-scoring agencies and a best and final offer request, Sanders/Wingo was selected as the Laredo CVB/s U.S. Agency of Record.
Since that time, Sanders/Wingo has successfully executed creative campaigns and media activations to elevate Laredo’s brand visibility in U.S. markets. Their work has included integrated advertising, media placement, public relations, and digital strategies that directly support Laredo’s tourism growth. Renewal of this agreement ensures continuity in messaging and campaign execution for the upcoming year while maximizing return on investment in U.S. marketing efforts.
The proposal outlines a comprehensive suite of services valued at $379,000.00 annually, including:
- Agency Fee $150,000
- Ad Placement Fee $109,000
- Travel $10,000
A la Carte Production Materials & Services $110,000
- PR Services
- Production / Video Edit
- Content Creator
This is the second and final extension period. Funding is available in the Convention and Visitors Bureau Department.
COMMITTEE RECOMMENDATION
N/A
STAFF RECOMMENDATION
recommendation
Staff recommends renewing the service contract agreement FY23-066 with Sanders/Wingo in the annual amount of $379,000.00 for U.S. marketing services.
Sanders/Wingo has demonstrated strong performance as the City’s U.S. Agency of Record, delivering innovative campaign design, media planning, public relations, and digital activation that have enhanced Laredo’s visibility in key domestic markets. Their creative strategies and account management have aligned with the CVB’s goals of improving brand recognition, and maximizing the economic impact of tourism.
Renewal of this contract provides continuity in marketing efforts, ensures campaign deployment, and strengthens, Laredo’s competitive position as a tourism destination across the U.S.
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Fiscal Impact
Fiscal Year: 2025-2026
Budgeted Y/N?: Y
Source of Funds: CVB 250.5315
Account #: Management Fee 250.5315.553.5501
Production 250.5315.553.6227
Digital Advertising 250.5315.553.6230
Change Order: Exceeds 25% Y/N: N
FINANCIAL IMPACT:
$379,000.00