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Council tables OC Connect billboard request, asks staff to test new marquee and report back
Summary
Council discussed a proposed billboard campaign and mailer to promote the OC Connect app, heard vendor and public input, and voted to table the billboard contract while staff activates a new municipal marquee sign and measures signups.
The City of Orange City council on June 24 debated whether to rent a private billboard to boost signups for the city's OC Connect app, heard a representative from Lamar Advertising and public comment, and ultimately voted to table the measure pending data from a new city marquee.
Maddie McAllister, public information officer, reviewed options and quotes for a billboard on State Road 1792: Lamar's base quote for a single four-week display period was $1,800 plus a $300 setup/print fee. McAllister presented multiple purchase options ranging from two intermittent display periods to a year-long consecutive campaign; extended or repeated display periods and scheduled reprinting would raise the maximum budget to as much as roughly $17,000 to $20,300 in the worst-case intermittent reprint scenario discussed in staff's analysis.
McAllister also presented lower-cost alternatives: a single-sided mailed postcard with design and postage to the city ZIP code (an Every Door Direct Mail run) was quoted at about $3,951 and a double-sided postcard at about $4,100. The mailers would reach an estimated 12,000 to 14,000 delivery points in the ZIP code and include postage and printing.
Councilmembers, staff and members of the public debated effectiveness and audience. Council member Richardson and others said the billboard caught attention during an earlier short test and urged a short-term run; other councilmembers cited budget constraints and older residents's greater likelihood of seeing mail. Members of the public who spoke included a resident who recommended the mailer for seniors and another who recommended stuffing mailers in monthly bills to avoid postage costs.
Mike Netters, a Lamar representative, explained billboard availability is variable and that digital displays may remain up for months if no other advertisers buy the slot. Council sought a low-risk approach: the council voted to table the purchase and directed staff to bring back metrics after the city's new electrically lit marquee sign (being installed at the downtown complex) is activated. Staff said they will report back 4 to 6 weeks after the marquee is live with data on new OC Connect signups and other engagement metrics before proceeding with a private-billboard purchase.
