Miami-Dade Legislative Item
File Number: 100415
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File Number: 100415 File Type: Resolution Status: Adopted
Version: 0 Reference: R-252-10 Control: Board of County Commissioners
File Name: RADIO ADVERTISING FOR 311 CALL CENTER Introduced: 2/18/2010
Requester: NONE Cost: Final Action: 3/2/2010
Agenda Date: 3/2/2010 Agenda Item Number: 11A2
Notes: Title: RESOLUTION ESTABLISHING A POLICY THAT $150,000 OF THE $150,000 ALLOCATED IN THE FISCAL YEAR 2009-10 BUDGET FOR RADIO ADVERTISING FOR GENERAL GOVERNMENT BE SPENT ON RADIO ADVERTISING FOR THE 311 CALL CENTER WHICH ALLOWS THE PUBLIC EASY ACCESS TO COUNTY AND CITY SERVICES (SEE ORIGINAL ITEM UNDER FILE NO. 100206)
Indexes: 311
  311 ANSWERE CENTER
  ANSWERING CENTER
Sponsors: Carlos A. Gimenez, Prime Sponsor
  Sally A. Heyman, Co-Sponsor
  Joe A. Martinez, Co-Sponsor
  Jose "Pepe" Diaz, Co-Sponsor
  Sen. Javier D. Souto, Co-Sponsor
Sunset Provision: No Effective Date: Expiration Date:
Registered Lobbyist: None Listed


Legislative History

Acting Body Date Agenda Item Action Sent To Due Date Returned Pass/Fail

Board of County Commissioners 3/2/2010 11A2 Adopted P

County Attorney 2/18/2010 Assigned Thomas W. Logue

Government Operations Committee 2/9/2010 2F Amended Forwarded to BCC with a favorable recommendation with committee amendment(s) P
REPORT: Assistant County Attorney Daniel Frastai read the foregoing proposed resolution into the record. Chairman Gimenez relinquished the Chair to Vice Chairwoman Seijas. It was moved by Commissioner Gimenez that the foregoing proposed resolution be forwarded to the County Commission with a favorable recommendation. This motion was seconded by Vice Chairwoman Seijas for discussion. Vice Chairwoman Seijas said she believed the $100,000 proposed allocation for radio advertising should be placed in a dedicated account. She noted it was her understanding that the 311 Call Center would soon become burdened with Special Transportation Service (STS) scheduling functions and if this occurred, the Administration would need money to train personnel in these responsibilities. Commissioner Sosa said she had noticed problems were being conveyed through rumors and she would like the Administration to prepare a report on the issue raised by Vice Chairwoman Seijas. Commissioner Sosa inquired whether the intent of this proposed resolution was to use the funds being requested for expenses other than advertising and promoting the 311 Call Center. Commissioner Gimenez said it was his understanding that the $150,000 line item was the amount previously used for the 311 informational programs and was changed at the discretion of the County Mayor and Manager. He noted his proposal was that at least $100,000 of the $150,000 be used for 311 Call Center radio advertising. Commissioner Sosa noted the County had always tried to provide information to the community in English, Spanish and Creole, and she was aware that funding had been allocated to various programming efforts and radio stations. Commissioner Sosa said she recently heard the Administration was withholding funding previously allocated by the County Commission for advertisements on Spanish radio stations. Ms. Judi Zito, Director, Government Information Center, noted $150,000 was currently budgeted for AM/FM Radio Program advertisement. She noted staff had slowed down programming over the last month in order to review budget impacts to the GIC and to other advertising areas. Ms. Zito said the Radio Program was not eliminated. Commissioner Sosa asked Ms. Zito to meet with her to discuss her concerns regarding the reductions in funding allocated by the Commission to departments for radio advertising. She also asked Ms. Zito to provide her with a comprehensive report on the circumstances which led to the funding reductions. Ms. Zito said funding was not eliminated and remained in the budget. She noted staff was closely reviewing all Department expenditures in anticipation of the remainder of the budget year. Commissioner Edmonson asked whether funds were specifically budgeted for the “Ask 311” radio show, and requested clarification on the intent of this proposed resolution. Commissioner Gimenez said it was his understanding that the funds for the “Ask 311” radio show was not slated for one radio station but was disseminated throughout various stations. He further noted his understanding that $150,000 was allocated from the General Government budget to be used at the Administration’s discretion. Commissioner Gimenez said this proposal directed that $100,000 of the $150,000 be used for radio advertising of the County’s 311 Call Center across-the-board. Commissioner Diaz questioned why $100,000 was being allocated rather than $150,000. He noted he was an advocate of 311 and proffered an amendment that $150,000 rather than $100,000 be allocated for radio advertising of the County’s 311 Call Center. Commissioner Sosa proffered an additional amendment that the funds not be used for STS. Vice Chairwoman Seijas clarified that the funding was not to be used for STS; and it was anticipated that 311 would conduct the scheduling. In response to Commissioner Gimemez’ inquiry whether any portion of the $150,000 line item was used for any other purpose other than the “Ask 311” radio show, Ms. Zito said no. She further stated that staff had expended approximately $49,000 of the $150,000 on the “Ask 311” show. Commissioner Gimenez accepted the amendment proffered by Commissioner Diaz. Commissioner Edmonson asked how funding for radio advertising was distributed throughout the various ethnic groups. Responding to Commissioner Edmonson, Ms. Zito noted that approximately 78% of funding was allocated to Spanish radio; 5% to Creole; and 20% to English. Commissioner Edmonson asked about the percentage of Spanish population in the community. Ms. Zito clarified that this funding was not the only allocation that was budgeted for radio advertising. She noted approximately $100,000 was allocated for an FM Urban Media Program which was solely in English. In response to Commissioner Edmonson’s inquiry regarding funds allocated to English radio stations, Ms. Zito said historically, WMBM was allocated approximately 11% of total FM Radio fund expenditures in the amount of approximately $19,000. Pursuant to Commissioner Seijas’ suggestion, Commissioner Edmonson asked Ms. Zito to provide her with a breakdown of how funding for radio advertisement of the County’s 311 Call Center was distributed among the various ethnic communities by combining the $150,000 allocated for radio advertising and the $100,000 allocated for the Urban Media Program. Commissioner Sosa concurred. She noted of the 2.6 million residents, 62% was Hispanic; 22% Black; 14% Anglo and the Administration needed to ensure that all populations were represented. Hearing no further discussion, it was moved by Commissioner Gimenez that the foregoing proposed resolution be amended to allocate $150,000 rather than $100,000 for 311 Call Center radio advertising. This motion was seconded by Commissioner Diaz, and upon being put to a vote, passed by a vote of 6-0. Chairman Gimenez resumed the Chair.

Legislative Text


TITLE
RESOLUTION ESTABLISHING A POLICY THAT $150,000 OF THE $150,000 ALLOCATED IN THE FISCAL YEAR 2009-10 BUDGET FOR RADIO ADVERTISING FOR GENERAL GOVERNMENT BE SPENT ON RADIO ADVERTISING FOR THE 311 CALL CENTER WHICH ALLOWS THE PUBLIC EASY ACCESS TO COUNTY AND CITY SERVICES

BODY
WHEREAS, in the budget for fiscal year 2009-10, the General Government is allocated a total of $150,000 for radio advertising; and
WHEREAS, in prior years, it has been the practice to spend the majority of these funds on a radio show called “Ask 311,” which is designed to educate the public regarding County and city services; for example, last year approximately $132,000 was spent in such a manner to advertise 311 services; and
WHEREAS, the best use of [[$100,000 out of]]1 the [[total of]] $150,000 allocated for radio advertising would be to spend this money to advertise the County’s 311 Call Center, which provides the public convenient access to County and city services to obtain information, make requests for services, and report problems,
NOW, THEREFORE, BE IT RESOLVED BY THE BOARD OF COUNTY COMMISSIONERS OF MIAMI-DADE COUNTY, FLORIDA, that it is the policy of this Board that [[at least $100,000]] >>$150,000<< of the $150,000 allocated to the General Government for radio advertising in the budget for fiscal year 2009-10 be spent on radio advertising of the County’s 311 Call Center, which provides the public convenient access to the County and city services to obtain information, make requests for services, and report problems.
1 Committee amendments are indicated as follows: words stricken through and/or [[double bracketed]] shall be deleted, words underscored and/or >>double arrowed<< constitute the amendment proposed.
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