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Agenda Item
ASR
Control 22-001048 |
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MEETING DATE: |
12/06/22 |
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legal entity taking action: |
Board of Supervisors |
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board of supervisors
district(s): |
All Districts |
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SUBMITTING
Agency/Department: |
Health Care Agency
(Approved) |
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Department contact
person(s): |
Annette Mugrdichian
(714) 834-5026 |
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Veronica Kelley (714) 834-7024 |
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Subject: Contract for Outreach and
Community Awareness Campaign
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ceo CONCUR |
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Clerk of the Board |
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Concur |
Approved Agreement to Form |
Discussion |
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3 Votes Board Majority |
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Budgeted: Yes |
Current Year Cost:
$1,571,750 |
Annual Cost:
FY 2023-24 $3,181,720 |
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Staffing Impact: |
No |
# of Positions:
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Sole Source:
Yes |
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Current Fiscal Year Revenue: N/A
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Prior Board Action: 4/12/2022
S45E; 1/14/2020 #25; 12/17/2019 #S32C |
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RECOMMENDED ACTION(S):
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1. |
Approve Contract with Angels Baseball LP for an Outreach and Community Awareness Campaign, effective January 6, 2023, through January 5, 2026, for an amount not to exceed $9,618,024, non-renewable. |
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2. |
Pursuant to Contract Policy Manual Section 3.4-114, authorize the County Procurement Officer or Deputized designee to exercise a contingency contract cost increase, not to exceed a total of 10 percent of the contract amount for the first year of the contract, for the entire term of the contract, including renewals, and within the scope of work set forth in the contract. The use of this contingency contract cost increase is subject to approval requirements established by the County Procurement Officer. |
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3. |
Authorize the County Procurement Officer or Deputized designee to execute Contract with Angels Baseball LP, as referenced in the Recommended Action above. |
SUMMARY:
Approval to execute a Contract with Angels Baseball LP for an Outreach and Community Awareness Campaign will allow the Health Care Agency to promote branding of the OC Navigator digital resource tool, with the goal of increasing awareness of upstream wellness strategies and available mental health, substance use and supportive services among at-risk priority populations, their family members and the general community.
BACKGROUND INFORMATION:
Your Honorable Board of Supervisors (Board) approved the Sponsorship Agreement with Angels Baseball LP (ABLP) for the provision of Mental Health Awareness Campaigns targeted to transitional age youth (TAY) and young adults, their families and support networks on December 17, 2019. Your Board approved an amendment to expand the scope of those services to additional target populations identified as at-risk for suicide (i.e., men in their middle years, including veterans and older adults) on April 12, 2022.
Angel Stadium is the largest sporting event venue in Orange County at just over 45,000 seats, and during the 2022 season over two million fans attended a home game. Over the past three regular baseball seasons (2020-2022), the Health Care Agency (HCA) has leveraged the reach of Angels Baseball into its diverse, predominantly male fan base by strategically placing messaging in Angel Stadium and across Angels media platforms. In 2020 and 2021, HCA promoted multiple mental health campaigns, which included the state’s “Know the Signs” suicide prevention social marketing campaign, HCA’s “Stigma Free OC” campaign, and Mike and Jessica Trout’s “Your Game Isn’t Over Yet” suicide prevention campaign.
Lessons learned from these initial advertising efforts included the importance of focusing on a single brand to avoid diluting the impact of mental health messaging and of including a URL in the creative content. As a result, in 2022, HCA concentrated its branding and mental health awareness promotion on the OC Navigator, incorporating both a URL and QR code into the creative content wherever possible. The OC Navigator is HCA’s comprehensive online resource directory and self-guided navigation tool, which was approved by your Board on January 14, 2020. Because the OC Navigator was being advertised at a sporting event, the OC Navigator also created a dedicated Angels Baseball ‘Happiness and Wellness’ webpage featuring free, self-guided wellness strategies and tips appropriate for individuals without known mental health conditions or needs.
In addition, the previous contract with ABLP included in-person outreach through a sponsored gameday. While these activities were canceled in 2020 due to the COVID-19 pandemic, in 2021 limited outreach opportunities were available. HCA observed how certain mental health-themed giveaways were more likely to be accepted/asked for by fans (i.e., rally monkey, wristbands, pens, stress balls, water bottles) rather than declined (i.e., postcards, brochures), and which messages and phrases tended to better engage individuals in conversation (i.e., stress and coping, wellness, gratitude). In 2022, HCA capitalized on these learnings and amended the contract to add additional co-sponsored outreach events. It also shifted the messaging towards upstream wellness promotion and directly tied outreach activities to the wellness tips and strategies promoted on the Angels Baseball ‘Happiness and Wellness’ webpage.
Scope of Services and Metric Targets
ABLP will implement the following assets to promote the OC Navigator specifically and mental health awareness generally, with the heaviest concentration of activity occurring during the MLB regular season (approximately April through September). Angels fans, game attendees and viewers will be exposed to brand imagery, logos, the URL and/or QR codes for the OC Navigator. Messages and resources from related mental health topics (e.g., Mental Health Awareness Month, Suicide Prevention Month, Recovery Month, etc.) may also be featured. While most messaging will be geared towards adults of all ages and parents of children, HCA and ABLP will also partner on an in-person outreach event specifically targeting Veterans and active service members, and several events for children and families. This kind of expansive, upstream wellness campaign aligns with the Prevention Pillar of the OC Cares initiative.
Outreach Activities
Beginning in 2023, ABLP will provide HCA with six outreach sponsorship events (up from four in 2022) at home games during the regular season, wellness workshops at Angels Foundation baseball/softball clinics where youth who participate will receive a t-shirt co-branded with the OC Navigator logo, and incentives to try an activity at the OC Navigator ‘Happiness and Wellness’ webpage. Proposed annual outreach targets are also provided and based on 2022 metrics, where available:
In-Person Outreach Events and Assets
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Five Game Day Sponsorships, that include: |
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Booth Activation in and around Angel Stadium for in-person outreach to fans in attendance at the game/event |
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500 tickets to the Angels Baseball home game for each Game Day Sponsorship date |
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Logo inclusion on all media support of the premium item (i.e., television, radio, print, billboards, in-stadium, digital) during a two-week promotional schedule for each premium item |
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Premium Item Giveaways, co-branded with OC Navigator and Contractor logos, with HCA having first right of refusal for the Rally Monkey, Bobblehead and Wall Calendar in seasons in which they are featured giveaways, as well as one additional Premium Item selected each season and designed to reach an underserved and/or at-risk population |
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Children’s Item Giveaway, such as a pop-it spinner, poster, etc. |
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Public Service Announcements (PSAs) aired in stadium before, during and after a home game |
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Post-Game Concert Sponsorship that includes booth activation and promotional ads with logo inclusion for two weeks leading up to the Game Day Sponsorship date |
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T-shirts co-branded with the OC Navigator logo and provided to approximately 2,000 youth participants in the Angels Foundation Community Baseball/Softball Clinics that include mental wellness workshops hosted by HCA program and contracted provider staff (new) |
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Proposed Annual Outreach Target: A minimum of 173,000 individuals will be reached through above activities (may be affected due to external factors such as weather, delayed games, etc.) |
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Wellness Outreach Incentives (new)
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Angels tickets and/or $10 Angels gift cards (total of 15,000 tickets and gift cards combined each Contract Year) to incentivize fans to participate in wellness activities at Angels home games during the regular season (new asset). |
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Proposed Annual Outreach Target: At least 25% increase in webpage visits when incentives are offered vs. not offered (may be revised for contract years 2 and 3 based on learnings from contract year 1). |
Branding and Media Advertising
ABLP will continue the expanded branding and media assets first provided during the amended 2022 season, with one modification: seat cupholder stickers will be replaced with logo placement on the “smile/dance cam” played on the stadium LED screens. This asset was swapped as the artwork was not easily viewable on cupholders in some sections of the stadium where seating was steeper. Proposed annual outreach targets are also provided and based on 2022 metrics:
Mental Health Awareness
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Home Plate Rotational ad viewable for one half-inning each regular season home game |
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Outfield Wall Sign, all season |
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LED 360 package viewable on in-stadium screens for one half-inning each regular season home game |
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“Smile/Dance Cam” viewable on in-stadium screens during each regular season home game |
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Big A LED external signage, all year |
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Proposed Annual Impressions Target: A minimum of 800,000,000 impressions across all in stadium and external signage |
MLB Digital Media
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Banner ads targeting OC residents on angels.com during regular season |
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Three homepage takeovers, where the OC Navigator banner ads are the only featured ads on angels.com for a 24-hour period each takeover |
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Two dedicated email blasts to angels.com subscribers |
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Presenting sponsor of Angels Social Media Series (two posts per month, April-October) |
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One enter-to-win promotion to be run for approximately one month during the regular season with comprehensive in-market support including paid social boosting |
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Proposed Annual Impressions Targets: · A minimum of 55 social media posts, attaining comparable rates of engagement per impression in 2022 · A minimum of 1,000,000 impressions on angels.com during regular season, with click-through rates comparable to 2022 · One enter-to-win promotion |
Broadcast Regional Media
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Angels Radio AM830 commercials, run during Angels games, Angels pre- and post-game shows and sports talk programs during regular baseball season, which primarily reach men in their middle years, as well as Raiders football broadcasts, college football and UCI basketball games from October-March |
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Angels Baseball spots on Bally Sports West television, including in-game spots and billboards, Gameflow features, re-airs, postgame 30-second telecast, Angels Weekly ads, Sports run of schedule (ROS) ad spots, title sponsorship of the Angels Postgame Show, and season sponsorship on the Bally Sports app during Angels broadcasts |
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Proposed Annual Impressions Target: A
minimum of 98,000,000 impressions
across all broadcast regional media assets |
From April 7 – October 7, 2022, 16.8 thousand new and returning users visited OCNavigator.org and viewed 265.5 thousand pages. Nearly twice as many users visited the OC Navigator platform during home games compared to away games (n=169 vs 86 average daily users, respectively) and collectively viewed more than twice the number of pages (n=4,354 vs 1,836 average page views on home vs away game days). This demonstrates the added value of in-person outreach and in-stadium signage on boosting website visits compared to digital and broadcast regional media alone.
Prior Season Metrics
The number of individuals reached in 2021 and 2022 at outreach events are based on turnstile attendance and/or number of individuals registered for an event. In Table 1, the number of individuals reached through contracted events/activities per contract year are reported, as well as the number of individuals who were reached through “bonus events” which are events that are not included in the contract but were offered by ABLP for HCA to do additional outreach activities.
The average number of attendees per sponsored gameday giveaway in 2022 was used to estimate the targeted numbers of individuals to be reached in the proposed contract.
Table 1: Outreach Activities and Metrics
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Season |
In-Person Outreach Event |
Individuals
Reached |
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2021 |
· Contracted Outreach Event: o Rally Monkey giveaway · Bonus Events: o Angels 5k o Activation booth during home game |
· N=15,154 at contracted event · N=30,944 at bonus event · N=46,108 total |
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2022 |
· Contracted Outreach Events: o Bobblehead Giveaway o Rally Monkey Giveaway o Post-Game Concert for Veterans o Children’s Day Event · Bonus Events: o 3-game Mental Health Series o Three Family Sunday events o Multiple Angels Foundation Baseball/Softball Clinics o Angels 5k |
· N=114,584 at contracted events · N=178,875 at bonus events · N=293,459 total |
In Table 2 below, impressions data for the 2021 and 2022 regular seasons were calculated by third-party vendors (i.e., Nielson/REPUCOM, MVP, etc.) and are reported below. The number of impressions and social media posts per asset type in 2022 were used to estimate the targeted impressions and posts in the proposed contract.
Table 2:
Campaign Metrics by Season:
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Campaign Asset |
Season 2021 |
Season 2022 |
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Mental Health Awareness Branding (in-stadium and external signage) |
· 443,455,612 impressions |
· 800,746,645 impressions |
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Digital Media (website, social media) |
· 168 social posts resulting in 74.4 million impressions and867k engagements; · 200k website pageviews |
· 58 total social posts resulting in 20.7 million impressions and 282k engagements; · 1.5 million angels.com impressions, with 0.11% click-through rate; · 242.7 k impressions for three angels.com 24-hour home-page takeovers, with click-through rates ranging from 0.02 – 0.03% |
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Broadcast Regional Media (i.e., television, radio) |
· 8,247,997 impressions (radio only) |
· 98,900,000 impressions (radio, television) |
Support for execution and certain logistics of this campaign with ABLP will leverage Orange County’s existing enhanced partnership with CalMHSA on statewide projects as well as other HCA resources listed above.
The proposed Contract is for a term of three years for an amount not to exceed $9,618,024 non-renewable.
The Contract with ABLP is a fixed price fee-based structure, and therefore there is no line-item budget identifying use of any subcontractors.
This Contract does not currently include subcontractors or pass through to other providers. See Attachment C for Contract Summary Form. The Contract is a sole source contract and a completed Sole Source Request Form is attached to this Agenda Staff Report (Attachment B). ABLP is the only Major League Baseball team in Orange County and has the unmatched ability to reach Orange County residents regarding mental wellness, particularly during the baseball season.
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.
In this Contract, the indemnification provisions vary from the County standard sole indemnification. The indemnification provision includes a mutual indemnification clause. The indemnification clause also limits the Contractor's liability to negligent or intentional acts or omissions, including the actual alleged sexual misconduct of Contractor, its officers, employees or agents. CEO/Risk Management has reviewed the indemnification provisions and determined them to be acceptable for these services. See Attachment D for Risk Assessment Form.
HCA requests that the Board authorize the County Purchasing Agent or Deputized designee to execute the Contract with ABLP, as referenced in the Recommended Action.
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-042-23010574 for Outreach
and Community Awareness Campaign with Angels Baseball LP
Attachment B - Sole Source Request Form
Attachment C - Contract Summary Form
Attachment D - Risk Assessment Form