For City Council Meeting November 12, 2024
TO: Honorable Mayor and City Council
FROM: G. Michael Milhiser, Interim City Manager
AUTHOR: Mark P. Kling, Chief of Police
Title
Request City Council to (1) Approve the Thirty (30) Month Agreement for Digital Marketing, Website Design and Maintenance and Department Rebranding and Design, in the Amount of $590,500 with Raincross, Inc.; and (2) Authorize the Acting City Manager or his Designee to Execute all Documents.
(ACTION)
Body
RECOMMENDATION
Staff recommends that the City Council:
1. Approve the thirty (30) month Agreement for digital marketing, website design and maintenance and department rebranding and design, in the amount of $590,500 with Raincross, Inc.; and
2. Authorize the Interim City Manager, or his designee, to execute all documents.
BACKGROUND
In recent years, law enforcement agencies nationwide, including the Rialto Police Department, have faced significant challenges in attracting and retaining qualified candidates. Heightened public scrutiny, evolving community expectations, and competitive labor markets have contributed to a decline in the number of quality applicants. To address these issues, the Rialto Police Department recognizes the necessity of a targeted and effective recruitment strategy to ensure continued safety and service to our community.
While the city has undertaken various recruitment efforts, a focused digital marketing approach is vital for reaching potential candidates where they are most active. Raincross, Inc. has a proven track record in managing digital marketing campaigns for the City of Rialto. Their previous work has demonstrated a clear understanding of our specific needs, local market dynamics, and the intricacies of effectively engaging our target audience. Past campaigns have yielded measurable improvements in outreach and engagement, underscoring their expertise.
ANALYSIS/DISCUSSION
Police departments across the country are facing significant challenges with high turnover rates and a decline in applicant numbers. Contributing factors include public perception, media scrutiny, and a growing disinterest in the policing profession. To address these issues, law enforcement agencies must adopt innovative recruitment strategies that go beyond traditional methods. The Rialto Police Department has recognized the need for such advancements to enhance its recruitment efforts.
The landscape of law enforcement recruitment has transformed dramatically, with fewer individuals expressing interest in the field due to increasing concerns about public perception and the complexities of modern policing. In this environment, creative recruitment strategies are essential.
While digital marketing plays a critical role, it should complement rather than replace traditional methods. Initiatives such as open houses, job fairs, and community outreach programs can work in tandem with online strategies to form a comprehensive recruitment campaign. A robust digital marketing initiative can also clarify the hiring process, offering regular updates on application timelines, requirements, and selection criteria to make the process more accessible.
In a time when traditional recruitment methods are falling short, a focused digital marketing campaign, particularly on social media, offers a promising avenue for attracting quality candidates. By leveraging targeted advertising, compelling storytelling, and community engagement, police agencies can enhance their recruitment efforts and foster lasting support within the communities they serve. The future of policing relies on innovative strategies that resonate with potential recruits while building public trust, ultimately ensuring a stronger and more effective law enforcement presence.
Raincross, Inc. specializes in targeted programmatic campaigns, social media marketing, paid search, public relations strategy execution, website development, and search engine optimization (SEO). Their expertise has been instrumental in improving the visibility and appeal of the Rialto Police Department, as evidenced by several key outcomes:
• Increased Recruitment: Through targeted digital advertising, Raincross, Inc. has successfully expanded the pool of qualified applicants, leading to a significant rise in recruitment inquiries and applications.
• Rebranding Initiatives: Raincross has facilitated a rebranding effort for the Rialto Police Department, enhancing its public image and appeal to potential recruits through updated marketing materials and a cohesive branding strategy.
• Public Relations Strategy: A comprehensive public relations strategy has fostered improved community engagement and trust, which are vital for attracting candidates committed to community-oriented policing.
• Website Design and Development: Raincross has redesigned the police department’s website to ensure it is user-friendly, informative, and optimized for mobile devices, incorporating enhanced SEO practices to improve search rankings.
• Proven Results: The partnership with Raincross, Inc. has yielded measurable increases in both the quality and quantity of applicants, effectively addressing the department's pressing hiring challenges.
Their deep familiarity with the City of Rialto’s marketing goals and requirements ensures they can deliver tailored solutions that align precisely with our needs, minimizing the learning curve and ensuring continuity in campaign execution.
The proposed digital marketing campaign requires a high degree of integration among various elements, including geofencing, ad display, and website management. Raincross, Inc. has established a cohesive framework for these services in previous contracts, ensuring seamless continuity and avoiding potential disruptions that could arise from onboarding a new contractor. Their proprietary tools and methodologies, refined through prior projects, uniquely position them in the marketplace.
Given Raincross, Inc.'s familiarity with our systems and their proven success, continuing with them as a sole-source contractor will be more cost-effective and efficient than seeking new proposals. This approach will minimize the time and resources required for a new procurement process and ensure the timely and effective execution of the campaign.
Based on the criteria outlined in Section 2.48.290 of the Rialto Municipal Code, Raincross, Inc. is uniquely qualified for this project due to their specialized knowledge, proven expertise, and the continuity they offer. Awarding the contract without competition is justified and serves the public interest by ensuring the successful continuation of our digital marketing efforts with a trusted and experienced partner.
Approving the contract with Raincross, Inc. will enhance our recruitment initiatives, attract qualified candidates, and reinforce the Rialto Police Department’s commitment to serving our community.
We respectfully request the City Council’s approval of the proposed contract with Raincross, Inc. for $590,500 over a duration of 30 months.
ENVIRONMENTAL IMPACT
The proposed action does not meet the definition of a project as defined by Section 15378 California Environmental Quality Act (CEQA). A “Project” means the whole of an action, which has a potential for resulting in either a direct physical change in the environment, or a reasonably foreseeable indirect physical change in the environment, and excludes the following:
1) Continuing administrative or maintenance activities, such as purchases for supplies, personnel-related actions, general policy and procedure making, and
2) Organizational or administrative activities of governments that will not result in direct or in direct physical changes in the environment.
GENERAL PLAN CONSISTENCY
The City of Rialto has outlined key goals and objects relating to public safety. The purchase of this technology is in consistence with meeting these objectives.
Goal 5-8: Provide effective and comprehensive policing services that meet the safety needs of Rialto.
LEGAL REVIEW
The City Attorney's Office has reviewed the agreement and approved it as to form.
FINANCIAL IMPACT
Operating Budget Impact
The Raincross agreement will be paid over a 30-month period as stated in the chart below:
FISCAL YEAR 2024/2025 - One Time Fees |
$154,900 |
FISCAL YEAR 2025/2026 - Annual Fees |
$217,800 |
FISCAL YEAR 2026/2027 - Annual Fees |
$217,800 |
TOTAL CONTRACT AMOUNT: |
$590,500 |
Funding in the amount of $53,500, is available in Police Department Account Number 10106150 52011, and $101,400 in account number 10106285 52011, for the total funding of $154,900, for Fiscal Year 2024/2025, the first of three payments for the agreement with Raincross, Inc.
Staff will appropriate funding in the amount of $217,800, for Fiscal Year 2025/2026 and 2026/2027, during the annual budget process for these years. This will complete the total funding needed, $590,500, for the digital marketing, website design, maintenance, department rebranding, and design services with Raincross Inc.
Per Rialto Municipal Code Section: 2.48.145 a vendor disclosure form is attached.
Capital Improvement Budget Impact
There is no impact to the Capital Improvement Budget.
Licensing
This action does not trigger a requirement for a business license.