Subject:
Title
Agreement with BKN Creative, LLC for marketing services as requested by Human Services.
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Recommended Action:
Recommended Action
Approval of the agreement with BKN Creative, LLC (BKN) for marketing services as requested by Human Services.
• This contract will provide additional marketing services to promote Care About Me (CAM) in a bold, robust manner over the next year to increase visibility and program utilization as requested by the Board of County Commissioners.
• In concert with the CAM service provider, BKN will manage out-of-home advertising, media purchases, and influencer marketing on behalf of the CAM program, continuously monitoring success while brainstorming fresh ideas to expand its reach.
• The proposed agreement provides for 100 hours of marketing development and support from BKN each month, for a total of $210,000.00 for twelve months, with an advertising budget of an additional $390,000.00 and has two twelve-month renewals.
• Funds for this agreement are included in the Fiscal Year 2026 Proposed Budget within the Human Service Department in the General Fund.
Contract No. 25-0812-N in the not to exceed amount of $600,000.00 for twelve months; Authorize the Chairman to sign and the Clerk of the Circuit Court to attest.
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Strategic Priorities:
Healthy and Safe Communities
2.1 Improve public health
2.2 Enhance community safety
Summary:
Summary
Human Services is seeking additional Marketing Services to promote CAM in a bold, robust manner over the next year to increase visibility and program utilization. CAM works with Pinellas County residents to confidentially assesses their mental health or substance use situation, match them with a provider, and book an appointment for care. BKN Creative, LLC. (BKN) previously spent a year learning about CAM and its impact and potential in our community and will be able to take their previously developed strategy and branding of the program and amp up exposure.
To achieve our target of 1,000 calls per month, maximizing exposure is essential. BKN's initial steps will include a thorough review of the current landscape: analyzing past efforts, identifying successes, and understanding what has not worked. BKN will utilize the previously established strategy and pinpoint opportunities for quick wins that can drive immediate attention to the Care About Me program. Additionally, they will identify long-term strategies that we can plan and execute to sustain and grow exposure over time. Focusing on the communities in Pinellas County, BKN will strategically approach various target audiences and communicate that CAM is a vital resource tailored to their behavioral health needs. Their team will develop compelling messaging and execute all campaign elements in collaboration with the CAM team and the internal communications team of Pinellas County. BKN will manage most out-of-home advertising, media purchases, and influencer marketing on behalf of the CAM program, continuously monitoring success while brainstorming fresh ideas to expand its reach.
The proposed agreement provides for 100 hours of marketing development and support from BKN each month, for a total of $210,000.00 for twelve (12) months, with an advertising budget of an additional $390,000.00.
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Background Information:
BKN is uniquely positioned to support the robust marketing efforts requested by the BCC. In 2024, BKN was engaged to develop a marketing plan to expand the promotion of Care About Me (CAM) in the community. Through a $150,000, 12-month subcontract with our CAM vendor, BKN was hired to perform market research, identify target audiences, and develop a full marketing strategy and plan, to include social media, press releases, community outreach, print collateral, website development, email marketing, design support, blogs, digital ads and more. The material developed is still in use by the CAM vendor to date. BKN is a local agency familiar with not only the CAM but the landscape of marketing efforts in Pinellas County. BKN has started the work of promoting the CAM, but additional resources are needed to continue and expand their work to help make the CAM pilot a success. Based upon BKN’s market research and experience and with the CAM, their local presence and community experience, the financial investment already incurred in the development of BKN’s materials, and their ability to quickly dive in and expand on work already begun, they are uniquely suited to carry out the next phase of CAM marketing in a timely manner, as requested by the Board. The time required to bring a new vendor up to speed with the CAM’s goals and current efforts would delay the project moving forward during this pilot period.
Fiscal Impact:
12-month expenditure not-to-exceed: $600,000.00
Funding is per the Human Services operating budget derived from a one-time allotment of Opioid Settlement Funding.
Funds for this grant are included in the FY26 Proposed Budget within the Human Service Department in the General Fund”.
Staff Member Responsible:
Karen Yatchum, Director, Human Services
Merry Celeste, Director of Purchasing, Administrative Services
Joe Lauro, Director, Administrative Services
Partners:
N/A
Attachments:
Agreement