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Council funds short-term social-media campaign to promote businesses during Pontiac Trail construction
Summary
Council approved a four-month $2,600 contract with Social Proof to produce videos and posts promoting businesses affected by Pontiac Trail construction; staff and council discussed limitations on using taxpayer dollars for paid advertising and agreed to pursue organic promotion and private donations if necessary.
DDA Director Kim Rivera presented a construction-communication plan intended to support businesses affected by Pontiac Trail and related projects. Rivera proposed new Instagram and Facebook pages (a dedicated hub for construction promotions), a content plan of four videos and eight carousel posts per month, and free participation for interested businesses. Rivera told council the proposed vendor, Social Proof, quoted $650 per month for four months for a total of $2,600 to be paid from GL account 101-222-802 (contractual services), subject to city-attorney review of the contract.
Council members asked about allocation if demand exceeded the planned number of monthly videos, follower acquisition and local ad targeting, and metrics reporting. Rivera said the fee covers content creation and that boosting with paid ads would be a separate step; Finance Director Tiernan cautioned that state rules may limit the use of taxpayer dollars for paid social-media advertising and that staff will review whether paid boosts are permissible or whether private donations would be a suitable alternative.
Council member Hanson moved to approve the Social Proof contract at $650 per month for a four-month period ending Nov. 30, 2026, with the contract subject to city-attorney approval. The motion passed on a roll call; Rivera said she would provide metrics and may return for additional authorization if demand grows.
