Agenda Item   

AGENDA STAFF REPORT

 

                                                                                                                        ASR Control  22-000264

 

MEETING DATE:

07/19/22

legal entity taking action:

Board of Supervisors

board of supervisors district(s):

All Districts

SUBMITTING Agency/Department:

Health Care Agency   (Approved)

Department contact person(s):

Annette Mugrditchian (714) 834-5026 

 

 

Veronica Kelley (714) 834-7024

 

 

Subject:  Contract for Digital Media Marketing Campaign

 

      ceo CONCUR

County Counsel Review

Clerk of the Board

Concur

Approved Agreement to Form

Discussion

 

 

3 Votes Board Majority

 

 

 

    Budgeted: Yes

Current Year Cost: $550,000

Annual Cost: FY 2023-24 $610,000
FY 2024-25 $665,000

 

 

 

    Staffing Impact:

No

# of Positions:

Sole Source: Yes

    Current Fiscal Year Revenue: N/A

  Funding Source: 100% (Mental Health Services Act/Prop 63)

County Audit in last 3 years: No

 

 

    Prior Board Action: N/A

 

RECOMMENDED ACTION(S):

 

 

1.

Approve Contract with AEG Global Partnerships, LLC for Mental Health Services Act Digital Media Marketing Campaign Professional Services, effective August 20, 2022, through June 30, 2025, in an amount not to exceed $1,825,000 for the term of the contract.

 

2.

Authorize the County Procurement Officer or Deputized designee to execute Contract with AEG Global Partnerships, LLC, as referenced in the Recommended Action above.

 

 

 

 

SUMMARY:

 

Approval of the contract with AEG Global Partnerships, LLC for Digital Media Marketing Campaign Professional Services will allow the Health Care Agency to broadly deploy mental health and well-being surveys throughout the county and observe trends in distress, service utilization and barriers to care.

 

 

 

 

BACKGROUND INFORMATION:

 

On November 19, 2020, the Health Care Agency (HCA) executed contract CT-042-21010667 with AEG Global Partnerships, LLC (AEG) under Emergency Contracting Board of Supervisors Resolution authority. This contract was for professional services to market and distribute HCA/Mental Health Services Act’s (MHSA) Orange County COVID-19 Community Impact Surveys (one for adults and another for parents) using CARES Act funds. The surveys assessed an individual’s experiences with COVID-19, their emotional well-being using validated questionnaires, informal/peer/paraprofessional support, access and barriers to professional health care and demographic characteristics.

 

During an approximate six-week period from November to December of 2020, HCA was able to collect nearly 9,000 completed responses (7,380 adult surveys; 1,420 parent surveys about their child) from click-throughs on ads that AEG posted on various highly trafficked internet sites. HCA incentivized survey completion by mentioning in the ad an opportunity for eligible respondents to enter to win a $100 gift card (200 total gift cards available). Moreover, AEG used its proprietary customer data to target the ad buys, and the reported racial/ethnic backgrounds of survey respondents reflected the diversity of the county per the 2019 United States Census. Although AEG ran ads and the accompanying surveys in eight languages (i.e., Arabic, English, Farsi, Khmer, Korean, Mandarin Chinese, Spanish, Vietnamese) the overwhelming majority (> 96 percent) were completed in English.

 

The current services will build upon the previous work done with AEG to market and distribute HCA/MHSA’s surveys on mental health-related topics and/or messages/resources that support mental health and well-being. Surveys will be run approximately twice a year so that HCA can monitor changes relative to the baseline data collected in November-December 2020 and identify trends over time. One of the immediate goals during the first year of this follow-up marketing campaign will be to determine if the previously observed increase in the rate of serious psychological distress among OC adults has remained or if distress in our community has returned to historical, pre-COVID levels. To maintain fidelity with the prior data collection process, utilizing AEG’s prior methodology based upon their proprietary data is critical. Subsequent surveys and marketing will be run in multiple languages with content and translations provided by HCA.

 

Repeated survey data collection will help HCA and its partners develop strategic priorities and services that are responsive to the needs of OC residents. Such data collection could also be used to measure population-level impact of community-level interventions, which ties in both to HCA population health and equity initiatives, as well as to the County’s OC CARES initiative which is tracking these survey results as part of its prevention pillar. In addition, on-going marketing and web analytics data will help provide insights on ways HCA can improve the appeal and impact of mental health-related media content and reach a broader audience. To support this effort, services include some assistance with creative ad development as needed or requested by HCA.

 

The proposed Contract is a sole source contract and a completed Sole Source Request Form is attached to this Agenda Staff Report as Attachment B. A sole source is being pursued because the County would not be able to replicate the marketing campaign methodology used in Winter 2020 with a different vendor and, as such, would not be able to ascertain with any confidence whether changes in rates of serious psychological distress going forward merely reflect differences in the marketing approaches used by different vendors versus a true change in mental health needs among Orange County residents. 

 

 

 

Contract with AEG Global Partnerships, LLC contains a mutual indemnification provision, which varies from the County standard of sole indemnification. CEO/Risk Management has approved the indemnification provisions and determined the risk to be acceptable for these services.  See Attachment D for Risk Assessment Form.

 

The Contractor's performance has been confirmed as at least satisfactory. HCA has verified there are no concerns that must be addressed with respect to Contractor's ownership/name, litigation status or conflicts with County interests. The Orange County Preference Policy is not applicable to this contract award.

 

HCA requests that the Board authorize the County Procurement Officer or Deputized designee to execute the contract with AEG Global Partnerships, LLC, as referenced in the Recommended Actions.

 

 

FINANCIAL IMPACT:

 

Appropriations for this Contract are included in Budget Control 042 FY 2022-23 Budget and will be included in the budgeting process for future years.

 

The proposed Contract includes provisions allowing HCA to terminate the Contract, reduce the level of services, and/or renegotiate the levels of services provided, as necessary. This includes a notice that allows HCA adequate time to transition or terminate services to clients, if necessary.

 

 

 

 

STAFFING IMPACT:

 

N/A

 

ATTACHMENT(S):

 

Attachment A – Contract No. MA-042-22011346 for MHSA Digital Media Marketing Campaign with AEG Global Partnerships, LLC
Attachment B – Sole Source Justification Form
Attachment C - Contract Summary Form
Attachment D - Risk Assessment Form