Special Notice / Hearing: None
Vote Required: 4/5
To: Honorable Board of Supervisors
From: Jasneet W. Sharma, Sustainability Department
Subject: Amendment to the Agreement with AdManor, Inc. to Provide On-Call Advertising Agency Services and Approve an Appropriation Transfer Request Accepting Grant Funds from the Bay Area Air Quality Management District
RECOMMENDATION:
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Recommendation to:
A) Adopt a resolution authorizing the Director of the County of San Mateo Sustainability Department, or designee(s), to execute the amendment to the agreement with AdManor, Inc. to provide on-call advertising agency services, increasing the amount of the agreement by $50,000, to an amount not to exceed $249,999; and
B) Approve an Appropriation Transfer Request (ATR) recognizing $50,000 in grant funds from Bay Area Air Quality Management District (BAAQMD) to fund the project.
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BACKGROUND:
The Sustainability Department (Department) through its comprehensive programs leads efforts to help the County both fight against and prepare for climate change, ensure clean energy, water, and air, and conserve resources for future generations through waste reduction.
These programs all interface extensively with the public, regional partners, and other jurisdictions to fulfill their missions. Deploying strategically designed, culturally appropriate communications campaigns is critical for transforming complex ideas into compelling, easy-to-understand messages for public education and behavior change. Public education campaigns are critical for achieving goals outlined in the County’s various adopted plans such as the Community Climate Action Plan and in combatting misinformation.
The Department requires on-call advertising agency services to advise on strategy and creative, devise media plans, and place, purchase, and track advertising on social media, in newspapers, digital, broadcast, and other media. In July 2025, the Department issued a Request for Proposals for on-call advertising agency services. The Department received nine proposals, of which eight were screened for review. AdManor, Inc. was determined by the RFP evaluation committee to provide the best value to the County and has been selected as the vendor for these services.
On August 22, 2025, the Department entered into an agreement for on-call advertising agency services, for the term of August 22, 2025 to August 21, 2028, in an amount not to exceed $199,999. These services include, but are not limited to, research and analysis, developing media strategies, creative development of campaign assets, development and placement of advertising buys, implementation, and measurement and evaluation. All Department programs and projects have access to these services.
DISCUSSION:
In September 2025, the Department with support from cities in San Mateo County launched a countywide “Let’s Go Electric” digital campaign to raise awareness of home electrification benefits and resources available for homeowners in the urban areas of the county. Using compelling core messaging strategies, the campaign focuses on the smart and modern benefits of electric appliances, the efficiency of electric upgrades, and the safety and health benefits of removing harmful indoor emissions, with campaign assets in English, Spanish, and Mandarin to reach a diverse county audience.
Seeing the level of success of the San Mateo County campaign, the Bay Area Air Quality Management District (Air District) approached the Department with a grant opportunity to fully fund a nine County Bay Area-wide version of the campaign that will elevate the County’s regional leadership in this area and bring additional funding to the County for this work. The AdManor, Inc. agreement will be amended to add $50,000, for a new not-to-exceed amount of $249,999, to accommodate this initiative. The District will utilize existing County campaign assets and the County agreement with AdManor to expand the campaign.
The County Attorney’s Office has reviewed and approved the agreement and resolution as to form.
PERFORMANCE MEASURE:
|
Measure |
FY 2025-26 Target |
FY 2026-27 Target |
FY 2027-28 Target |
|
On-time and on budget completion of project deliverables and meeting objectives |
100% |
100% |
100% |
COMMUNITY IMPACT:
AdManor, Inc. is adept at recognizing the unique communication needs of diverse audiences. By designing campaigns for the County and a nine county Bay Area wide spectrum of residents and businesses, the Department and partners such as the Air District can engage communities on critical issues to protect community health and promote a sustainable environment for all.
FISCAL IMPACT:
The amendment increases the amount of the on-call services agreement by $50,000, which will be funded by a grant from the Bay Area Air Quality Management District. The funds will be accepted via an Appropriation Transfer Request and included in the FY 2025-26 Adopted Budget. This will increase the agreement to an amount not to exceed $249,999 for the three-year term. There is no new Net County Cost associated with this amendment.