Santa Clara County Corporate Sponsorship and Marketing Program 1
Annual Report 2009
# RFP Close Description Recommendation Status Revenue
Develop a comprehensive banking Select a financial institution as the RFP was amended to include
service package that includes specific official sponsor to execute a marketing components for competing
rights and entitlements: Several comprehensive service package banks. Extensive negotiations and
facilities currently have County Federal including the rights to provide the multiple on site meetings were held with
Credit Union ATM's onsite; total County with a wide range of banking two qualified prospects. The final bid
number seven.The banking services services. Look to consolidate ATM meeting was 12/6/07. The County
contract with Bank of the West expired. contract with banking services. awarded a contract to Bank of America
6/8/07 7/13/07 N/A
An RFP was devoloped to encourage on July 1, 2008. The subequent phase
potential banking partners to participate of negotiating Sponsorship/
in the County via multiple layers of Marketing were suspended due to
community involvement. the economic environment.
Beverage & Snack
Develop a comprehensive rights and Maximize assets/facilities that will The County concluded negotiations for
benefits package that includes specific participate. Improve terms of the a 10-year agreement and awarded a *Canteen
rights and entitlements and motivates agreement by including upfront contract April 1, 2008 to Canteen Vending
the selected sponsor to provide upfront marketing funds. Promote Healthy Vending Services. (Includes healthy Services
marketing funds, in addition to Choice Program. beverage snack initiative). provides $2,000
10/3/07 11/15/07 providing traditional vending annually of in-
commissions, to be used for publicly kind, free
beneficial programs. The County products for
Master Contract which expired 12/07 community
provided for 104 machines; events.
recommended total 150-250.
Santa Clara County Corporate Sponsorship and Marketing Program 2
Annual Report 2009
Develop a comprehensive rights and Leverage the County's buying power Customized marketing component was
benefits package that includes specific to motivate the selected sponsor to included in RFP #712 for Multifunction
rights and entitlements and motivates provide upfront marketing funds as Copiers. Active Network Inc.
the selected sponsor to provide upfront well as answer the marketing participated in pre-proposal conference
marketing funds in addition to providing opportunities portion of RFP. meetings, clarification meetings and
the County with the best technology finalist meetings. The County awarded
8/13/07 9/12/07 package available. Ricoh a contract 6-24-2008 to provide N/A
Multifunction Copier services. The
subequent phase of negotiating
Sponsorship/ Marketing were
suspended due to the economic
Santa Clara County Corporate Sponsorship and Marketing Program 3
Annual Report 2009
4 Media Services
This represents a bundling of assorted Create this digital outdoor network On hold due to the economic
advertising and messaging that would be used to communicate environment. Reevaluate in 2010-
opportunities. The key messaging County wide to citizens with regards 2011.
vehicles are digital outdoor network to everything from Amber Alerts to
TBD TBD Revisit 2010-2011 positioned in strategic locations on County events and activities. It would TBD
County property with best exposure to also allow brand advertising of
high traffic areas. County partners.
Development of advertising/ signage Identify areas of the park that are On hold due to the economic
and messaging installations and kiosks capable of attracting sponsors; i.e., environment. Reevaluate in 2010-
at high volume (traffic) locations. King skate & dog parks, playgrounds, and 2011.
County, WA has adopted this type of then match sponsors that target
Park Properties TBD
program with Microsoft as the sponsor. these areas and activities.
Bus shelters, trash receptacles, bus Include in the RFP process On hold due to the economic
benches, kiosks, and public lavatories Municipal Furniture that would be environment. Reevaluate in 2010-
Municipal Furniture bearing advertising are referred to as bundled into the digital outdoor 2011. TBD
“municipal furniture.” network.
Advertising messages can be placed Contact major advertising agencies On hold due to the economic
on the bump stops, and “boom” arms at regarding sponsorship packages that environment. Reevaluate in 2010-
entrance and exits of garages and lots; maximize use of directional signage 2011.
Parking Garages & and on parking tickets that are and use of parking lots for private
distributed. use as well as ticket backs and TBD
Some companies specialize in Flat screen monitors in key On hold due to the economic
providing video advertising on monitors government buildings could be environment. Reevaluate in 2010-
installed above the button racks in installed and programmed with 2011.
elevators found in “Class A” high rises. advertising and messages specific to
Building Interiors Public washrooms provide another public services provided by TBD
option for advertising opportunities and departments in the building.
Santa Clara County Corporate Sponsorship and Marketing Program 4
Annual Report 2009
Consider using the County’s Web site Active Network Inc. recommends a On hold due to the economic
to display information (including comprehensive review of best environment. Reevaluate in 2010-
advertisements) that can be practices on web sites throughout 2011.
commercially useful to sponsoring firms the country with the expectation to
TBD TBD Revisit 2010-2011 TBD
in a manner that promotes commerce create activity that would directly
without controversy. generate revenue for the County.
Extend a pre-priced and packaged Work closely with County A draft Census 2010 Marketing Plan
collection of advertising and departments to review and evaluate will have been presented to the
promotional benefits to a private existing special events. Based on Board for consideration on October
corporation or corporations, whereby agreed upon criteria for success, 20, 2009 recommending approval to
the corporation pays either in cash or in Develop appropriate large scale solicit corporate sponsorhip of, and
TBD TBD kind for the rights to participate in regional event options that would be TBD
participation in, Census 2010 events.
County-wide events or programs. relevant to local corporate partners.
This one weekend event honoring the This family friendly event that would On hold due to the economic
agricultural roots of the County and the include an entry fee would be environment. Reevaluate in 2010-
contemporary gastronomic quality of marketed throughout Northern 2011.
current day Santa Clara County would California and through travel
be conducted at one or more of the packagers and writers. This festival
Taste of Santa Clara County’s parks and/or large scale would feature regional and local
A TBD TBD parking sites featuring the best vendors and manufactures. (ticketed TBD
produce, wine and hotel & restaurant- event).
prepared foods to be found around the
A potantially expanded Wellness Fair Exhibitors would pay for space, On hold due to the economic
could in an enhanced way highlight the attendees would pay small environment. Reevaluate in 2010-
quality of the health care system and registration fees and sponsorship 2011.
informal infrastructure of support would come from an array of
Expanded Annual resources in Santa Clara County as publishing and health care entities.
B TBD TBD well as be a lightning rod for new We will insure that benefits would TBD
insights into child care, lifestyles, include educational aspect of health
therapies, preventive medicine and anti- care products and services.
Santa Clara County Corporate Sponsorship and Marketing Program 5
Annual Report 2009
Use park venues to put up portable, Include food and beverage sales as On hold due to the economic
inflatable outdoor movie screens to well as licensing of merchandise that environment. Reevaluate in 2010-
host a film festival. The County could is relevant to the film's audience. 2011.
approach either a major motion picture Also create distribution sites through
Summer Film Festival studio or a major film exhibiting chain to partnerships of major ticket
C TBD TBD TBD
in the Parks sponsor a showing of a series of distributors/movie theaters (ticketed
feature length, first release films in the event).
The objective of this weekend event The event would include modest per On hold due to the economic
would be to build awareness of the head registration fees and be environment. Reevaluate in 2010-
extensive and varied Santa Clara sponsored by corporate partners to 2011.
County Park System and its divergent cover implementation costs and
D TBD TBD Olympics in the Parks resources, engaging groups to compete throw off money to charitable TBD
in a mix of team events held across the causes, e.g., county-wide arts
respective parks. institutions.
This event would be the County’s own Our recommendation is to tap the On hold due to the economic
Garage Band Festival . In order to thousands of County residents and environment. Reevaluate in 2010-
assure sponsorship for this multi- local businesses who already spend 2011.
evening event, a television network against regional entertainment.
would be invited to provide program Active will evaluate key media
E TBD TBD Garage Band Festival coverage of the key portions of the players and maximize sponsor TBD
competition, and to provide a “celebrity participation by building appealing
headliner” to act as host for the sponsorship packages using county
Motorcycling, motor biking, old auto Identify popular wheel related On hold due to the economic
collecting are high level favorites of activities and organizations. Create a environment. Reevaluate in 2010-
County residents. Concept is “Wheel festival like atmosphere at various 2011.
Week”, sponsored by manufacturers in County properties. Invite
the respective automotive categories manufacturers to participate by
Experiential Motor and also featuring practitioners in the displaying, sampling and selling their
F TBD TBD after-market for music systems, special products and services. This TBD
paint jobs, customized interiors and entertainment experience has multi-
others. level sponsorship opportunities.
Santa Clara County Corporate Sponsorship and Marketing Program 6
Annual Report 2009
Currently the County has minimal Identify potential new cell tower On hold due to the economic
revenue coming in from cellular tower locations and investigate new environment. Reevaluate in 2010-
placements: two at the County technology applications that would 2011.
Fairgrounds; two in Roads & Airports benefit the county as well as the
2009 2009 Cell Towers, plus right of way; and, Parks currently local residents. TBD
provides sites for three broadcast
Explore the ability of the County to Through an exclusive agreement On hold due to the economic
grant a selected telecommunications with the County, select a environment. Reevaluate in 2010-
firm the exclusive rights to sell telecommunication provider and use 2011.
telecommunications services and appropriate County communication
Contract network installations on County vehicles to communicate special
Feb-07 Mar-07 Consolidation property, and (in exchange for a rates and deals for county TBD
Cellular 1st marketing sponsorship fee), to market employees and county residents.
their services through the County.
In 2006 and as recently as 2008, the Identify key players in this new On April 28, 2006 the Joint Venture
County was part of discussions and technology arena and negotiate Silicon Valley Task Force issued a
planning with the Joint Venture Silicon access rights that would benefit both Request for Proposals under the
Valley Network which was being partner and county. auspices of the San Mateo
promoted as a West Bay adjunct to a Telecommunications Authority. The
system that the City of San Francisco team of Silicon Valley Metro Connect
was installing with help from Google (Cisco, IBM, Azulstar, SeaKay) was
and Earthlink. Whether on its own or in selected to build the wireless network in
Broadband Broadcast concert with cities within the County . Covad Communications joined the
TBD TBD and even the VTA, The County might team in early 2008 and began planning TBD
join together to negotiate preferential the deployment of a test network in the
rights to a selected partner that City of San Carlos. Viability of sponsors
provides broadband broadcast Internet is TBD.
connections, whether via WiFi or
Santa Clara County Corporate Sponsorship and Marketing Program 7
Annual Report 2009
8 Naming Rights
Santa Clara County might be in a Recommend that Naming Rights be To be considered with respect to Media
position to earn revenue from sponsors “bundled in” with other public assets, Services Partnerships (above).
who wish to put their name on or valued contracts whenever
prominent public facilities that have possible. For example, banks may
broad public exposure. These might be attracted to Santa Clara County
include any major public facility used by naming rights deals in exchange for
TBD TBD a large group of people on a regular the right to serve as Santa Clara
basis, from hospital wings and any County’s bank for various
other new major new facilities, to parks departments or functions.
and even roadways.
9 Community Giving
Create an integrated online donation Develop a program to provide a Pending selection of sponsorship
campaign as means to raise revenues means for revenue generation opportunties.
for community events, charities and through a County controlled online
causes. donation site. There are no upfront
TBD TBD Revisit 2010-2011 costs, and all web tools to TBD
streamline and automate fundraising
Implement an online technology To be considered by the Board for Implementation complete.
management system that permits the approval at its meeting on October
County’s Parks and Recreation 20, 2009.
Department to automate activity
registration, facility reservation,
TBD TBD membership management, POS, TBD
scheduling, financial management,
reporting and more.
Santa Clara County
2010 Marketing Plan
Santa Clara County Corporate Sponsorship and Marketing Program 8
Annual Report 2009
Seek corporate cash and in-kind Approval of proposed Census Pending Board Action.
sponsorships during the fourth 2010 Marketing Plan to be
quarter of 2009 and the first Quarter considered by the Board at its
of 2010 to supplement the existing October 20, 2009 meeting.
budget of the County Partnership
TBD TBD TBD
Network and expand the impact of
its outreach programs.