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Home My WebLink AboutResolution - 120877F - Agreement - Phil Price Advertising - 12_08_1977RESOLUTION BE IT RESOLVED BY THE CITY COUNCIL OF THE CITY OF LUBBOCK: THAT the MAYOR of the CITY OF LUBBOCK BE and is hereby authorized and directed to execute for and on behalf of the CITY OF LUBBOCK an AGREEMENT between the CITY OF LUBBOCK and PHIL PRICE ADVERTISING, attached here- with which shall be spread upon the minutes of the Council and as spread upon the minutes of this Council shall constitute and be a part of this Resolution as if fully copied herein in detail. Passed by the City Council this 8th day of December 1977. %etas ROY BASS, MAYOR ATTE-ST: Treva Phillips,' City ecretary-Treasurer BY: Mary N. Lindsey, Deputy APPROVED AS TO FORM: v red-O. Senter, Jr., Ci Attorney Phil Price Advertising No. 7 Briercroft Office Park Suite 204 P.O. 13ax 3414 ' Lubi brds, Texas 79452 806/763-5033-. Citibus Preliminary Proposal for 1977-1978 for discussion at November,14, 1977 ! Transit Board Meeting R Total Budget $20,000 h Introduction: g After several meetings with City Transit Department personnel, the following conclusions were drawn:, 1. .Ridership is up considerably over last year. i 2.Riders are accepting the new routes; however, there is still a need to educate. 3. The new fares, including the Thrifty -Three -Fifty, are being accepted with little, long-term loss g in ridership, g 4. The optimum time to acquire new riders is during ' ,the changes brought about by the beginning and ending of each school semester. We feel the school terms affect everyone, not just those actu- ally in school. 5. Our problems and prime -markets have not "changed, i.e., our primary market is 'captive' - without transportation alternatives; our second best mar- ket has proven to be the students; and the huge - middle income market with transportation alter- natives are still not riding the bus. This Proposal is intended for discussion with the 1 j understanding that all things are subject to change. After discussion, a final proposal for each campaign will be submitted for approval prior to the actual campaign.: -. Strategy: _ We recommend that the year be broken down into the three prime -times for acquiring new riders:_ the start of the second school semester; the end of school in the summer; and the beginning of school in the fall. The budget would g be concentrated over these three.peak times to acquire new s n' Citibus/ Preliminary Proposal 1977-1978 :.,.,.' coast... riders. ist Push: Dates: January 1st through February 2$ Theme: The Citibus takes you where you want to go (giving specific examples) Market: Past and present riders, to increase or re- gain.their ridership as well as informing potential riders of the destinations one can reach via Citibus. Media Execution: Medium radio coverage on all stations with requests for PSA's to augment our schedules. Con- sistent newspaper coverage,in the AJ, minority -oriented newspapers and TI's Hub Times. Budget Estimate: $4800 2nd Push: Dates: April 15 through June 15 Theme: Citibus T-shirts to be sold at approximately half the actual cost. Then, on specific "Dime Days" riders wearing a Citibus T-shirt would ride for only a dime. Market: Students and kids to increase summer ridership Media Execution: Weekly TV Guide section, ads in the AJ, weekly coverage in the minority -oriented newspapers, radio ads on rock stations, posters for the inside of the buses Possible T-shirt slogans (with appropriate illustrations) "Citibus... it really moves mel" "Hi Yo Citibus" "Citi-Bust" "Take twice daily to relieve gas pains" Potential Problem areas: Distribution of the T-shirts. Estimated Budget: $6200 3rd Push: Dates: August 1st through September 30th Theme: "Ride Citibus to Hawaii: t Market: Middle -income potential riders Media Execution: Small, consistent.newspaper ads, :30 sec. radio spots on all stations, :10 sec. TV spots, 50 showing on Billboards, posters inside buses Estimated Budget: $9000 Publicity and work -of -mouth would be excellent from i the start with good coverage of the drawing, going on the trip, and the couples return. Contestants would register with any Citibus driver for an 8 day/7 night vacation to Hawaii - including $250 cash for spending money.: Drawing would be Oct..5th. No. 7 Briercroft Office Park Suite 204 Y.O. Box 3414 . Lubbock, Texas 79452 ' 806/763.503 Budget/Schedule (estimated) lst Campaign Theme: Information/Maps Target Market: General Dates to Run: January 1 through February 28 Newspaper Avalanche -Journal. 2x2 card ad $1085.60 La Voz 2x2 ad in each issue 48.00 Lubbock Digest �� . � 64.00. West Texas Times " 80.00 El Editor �� , „ 64.00 Hub Times ,� << �� 96.00 University: Daily �� ,� �, �� 172.50 ;(alternate Mon -Wed -Fri and Tues-Thvrs.) -$1610:10" Radio - January 15 through February 15 .� .50 spot packages on all stations KFYO $275.00 KLBK-AM 287.50 KLBK-FM 225.00 KLLL AM/FM 300.00 KSEL AM FM 475.00 KE ND .250 00 KDAV 217.50 KLFB 200.00 KWGO 125.00 KTEZ (20 spots) 160.00 $ 2b - Radio Production $75:00 , NewspaperProduction $75.00 10 second radio production (PSAs) $50.00 Push for free PSAs on Radio and Television Request PSAs from newspaper in March Agency Service Fee 425.00 Total �4750.10 a Phil Price Adverfisince No. 7 Brierrroft Office Park Suite 204 P.O. Box A 14 Lubbock, Texus 79452 805/763-5033 Budget/Schedule (estimated) 2nd Campaign Theme: Citibus T-shirts/ Dime Days Target Market: Kids and Teens Dates to run: April 15 through June 15th (possibly extend Dime Days throughout the summer) i Copy Line: Pick up a return card from any Citibus driver - send it in with $1.50 for a Citibus T-shirt .... wear it on Dime Day -and ride for 10G. ' -(possibly sold by drivers or at.certain radio stations) 'Newspaper � Avalanche -Journal TV supplement 2 x 6 ad $912.87, Sunday April 16 T-shirts/10G tag 23 rr rr 30 " May n + 14 10q day/T-shirt tag 21 " 28 r� June 4 " :r 11 n West Texas Times 2 x 6 x 9 insertions $270.00 r, El Editor " 216.00 La Voz rr rr 162.00 Lubbock Digest rr' 216.00 $ 1776.87 — Newspaper Production 125.00 Radio April 15 through June .15 KLBK-AM/FM 50 spots per station per month $1025.00 KSEL AM/FM 50 spots per station per month 950.00 r � i -� i j � .. - .. - � - + z. :( Phil Price Advertis' i .g No. 7 Briercroft Office Park Suite 204 P.O. Box 3414 Lubbock, exas 79452 906/763-5033 fBudget/Schedule j (estimated) j! 3rd Campaign Theme: Ride Citibus to Hawaii T t M k Ad 1 arge ar et. u is Dates to Run: August 1 through September 30 Newspaper (request heavy editorial coverage by all newspapers) Avalanche -Journal 2x2 card ad $1085.60 West Texas Times 2x2 x 8 insertions 80.00 La Voz �� 48.00 E1 Editor �, �� 64.00 Hub Times 96.00 Lubbock Digest �� 64.00 University Daily 2x2 x 15 insertions 172.50 (alternate each week - Mon -Wed -Fri and Tues-Thur) 161 . lO Newspaper Production $75.00 Radio -Runs Monday through Friday on alternate weeks 50.spot packages on all stations KFYO $275.00 KLBK-AM 287.50 KLBK-FM 225.00 KLLL AM/FM 1 300.00, KSEL AM/FM 475.00 KEND 250.00 - "AV 217.50 KLFB 200.00 KWGO 125.00 KTEZ (.20 spots) 160.00 2515.00 Request 10 second.PSAa during off weeks RAdio Production i $50.00 No. 7 Briercroft Office park Suite 204 P.O. Boar 3414 Luu:)ock, Texas 79452 806/763-5033. L ' 3rd Campaign Cont. Television - Runs dates will be primarily in September 10 second spots $1500.00 TV Production 50.00 Billboards - 50 showing $1575.00 Poster for the buses - Print/Production 150.00 Registration slips / boxes 200.00 Hawaii trip (for 2 people) 300.00 Cash (for spending) 250.00 I Agency Service Fee $500.00 Total $ 8776.10