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Home My WebLink AboutITEM V-GCITY OF f BURN * WASHINGTON Memorandum TO: Councilmember Bill Peloza, Chair, Municipal Services Committee Deputy Mayor Sue Singer, Municipal Services Committee Councilmember John Partridge, Municipal Services Committee CC: Mayor Pete Lewis Denise McCollum, Temporary Contractor Animal Services Coordinator PROM: Kevin Snyder, AICP, Director, Planning & Development Department DATE: November 17, 2010 SUBJECT: INFORMATION & DISCUSSION; Animal Services Licensing Program BACKGROUND: In June 2010, the City of Auburn entered into an Animal Services Interlocal Agreement with King County for the provision of animal control, sheltering and licensing services. On August 16, 2010, the City Council passed Ordinance No. 6323 approving Budget Amendment No. 7 that authorized funding for pet licensing marketing services inclusive of a temporary contract animal services coordinator, temporary direct marketing personnel and associated marketing and sales efforts. In late August 2010, the City hired Denise McCollum as the Temporary Contract Animal Services Coordinator to facilitate the City's pet licensing marketing and sales program. LICENSING SALES RESULTS To DATE: Exhibit 1 was provided by Regional Animal Services of King County and shows pet license issuance activity for the City of Auburn through October 13, 2010. This is the most recent report the City has received from King County. We anticipate an update to this report by the end of November. Please note that the report is for less than half of October 2010. Further, King County has advised that the numbers for the first 13 days of October are underreported as they were a significant number of licenses that did not get entered into its licensing system during that period because of staff resource limitations. The report indicates that through October 13, 2010, a total of 5,128 licenses have been sold for pets within the City of Auburn generating licensing revenue of $126,431. Please note that significant increase in licensing activity during September 2010 - a total of 916 licenses and $23,355 as compared to 623 licenses and $14,812 in August 2010. Staff believes that at least part of this increase can be attributed to the marketing efforts initiated by the City in September 2010. The other primary reason for the increase is likely King County's aggressive public awareness campaign for its pet licensing amnesty program that ended September 30, 2010. MARKETING EFFORTS TO DATE: Direct Sales: ■ Temporary Contract Sales/Marketing Personnel- In September 2010, recruited, hired and trained 4 temporary contract sales/marketing persons to conduct door to door pet license sales. In the first month of activity (October 2010), over 300 licenses were sold by these individuals. ■ Sales Outlets Expanded to include Permitting and Parks & Recreation; Worked cross divisionally with department heads to ensure staff training was completed, and accounting and IT adjustments were made to allow pet licenses to be sold at these additional locations which began Sept. 27. Direct Advertising: The following direct advertising actions have been taken to date: Establish City branded pet license message - "Love Your Pet? License Your Pet!" [Exhibit 2] 3 print ads in the Auburn Reporter September 10, September 24, 2010, October 1, 2010 SuperMall Signage - 6 22" x 28" framed posters displayed throughout the mail for a total of 6 weeks during October-December 2010 with handouts at information desk City Website - 1ST update in August 2010; 2"d Update in October 2010 Banners --13 total prominently displayed throughout the City in the following locations: Banners on City Park Fence Lines - (15' x 2.5' with grommets) 5 total: • GSA Park (1) • Sunset Park (1) • Scooty Brown Park (1) • Folmer Park (1) • Roegner Park (1) In Park Banners - (15' x 2.5' with sleeves) 2 total • Bicentennial Park ( 2 banners) Stormwater Facility Fence Lines - (15' x 2.5' with grommets) 1 total: • Lea Hill Stormwater Facility, 312'h street with the nearest cross street of 112T" (1) Right-of-Way - (30'x 4' with grommets) 3 total: • Railroad Trussel - Auburn Way South (2) • Main Street (1) Buildings/Structures: • Sounder Station (38X 6' with Grommets) 1 Total Portable Banner for Display Tables (6'X 2.5' with Grommets) 1 Total Direct Communications: Updated City standard phone message to include pet licensing information Distributed city wide staff e-mail to provide information and training on city's pet licensing program. Public Information Marketing: City produced posters [refer to Exhibit 2] and handouts have been distributed to the following businesses for display and distribution: Veterinarian Clinics: • Auburn Valley Animal Clinic • Forest Hill Veterinary Hospital • Green River Veterinary Hospital • Auburn Veterinary Hospital • Auburn S. Veterinary Hospital • A Valley Animal Hospital Groomers/Pet Stores: • Dell's Feed Supply • Primo Pet Care • Tiki Tails Dog Salon • Pet Pros Lakeland • Petco- Bonney Lake (please note - we were advised that a significant number of Auburn residents shop at this store and determined it would be a good marketing location) • Petco - Covington (please note - we were advised that a significant number of Auburn residents shop at this store and determined it would be a good marketing location) • Auburn Pet Grooming • Petosphere • Muddy Paws Other Retailers: • Auburn Licensing Agency • Starbucks (6 locations) • Auburn Public Library • Safeway • Fred Meyers • Albertsons • Top Foods • Lowes (staff break room only) • Super Wal-Mart • SuperMall • Cinema 17 at the SuperMall (staff break room only) Public Facilities: • City Hall Lobby • City Hall Annex - 2nd Floor Customer Service Center • Parks & Recreation Administration Building • King County Library Special Events: The City's Temporary Animal Services Coordinator has participated or will participate in the follgwing special events: ■ Farmers Market Display Booth - September 19 and 26, 2010 • Chamber Luncheon Display Booth September 20, 2010 • Mayor's Office Neighborhood Meetings - Presented at 8 scheduled meetings to date • Canine Cancer Walk Display Booth - November 2010 • Magical Night of Giving/SuperMall Display Booth - November 14, 2010 • Santa Parade December 4, 2010 Special Mailings: The City has conducted the following special mailings to increase public awareness for pet licensing: • Utility Billing Inserts - Inserted September 15-30, 2010 and December 1-31, 2010. • Provided 2,200 handouts to Auburn School District for distribution to students • Submitted newsletter article to Homeowners Associations Presidents for use and distribution • Article in Auburn@Play - approximately 8,000 copy distribution in November 2010 • Article in 2011 Winter Recreation Guide - December 2010 Publicity: Through press releases and coordination with King County Animal Services, the following news reporting has occurred: Auburn Reporter- August/September 2010 King 5 News - September/October 2010 -the news reporting was primarily on King County's pet licensing amnesty program NEXT STEPS: Staff will continue with the direct marketing and sales efforts and public awareness activities specified above through the remainder of 2010 and anticipates continued pet licensing successes. The Departments intends to continue its outreach to existing businesses throughout the community and possibly to the church communities. In addition, the Department is currently looking at acquiring and distributing to some of its business partners stand alone kiosks that can be placed in high volume traffic areas and have handouts and licenses for citizens to take with them. The Planning and Development Department has proposed as a program improvement for the 20112012 Budget continued funding for the City's pet licensing marketing efforts inclusive of the Contract Animal Services Coordinator position, temporary contract marketing and sales personnel and associated marketing and sales efforts. EXHIBIT 1 Regional Animal Services of King County Pet Licenses Issued by Month (YTS Oct 13) 01 . City of Auburn ALTERED DOG 200 0 $5,975.00 01 City of Auburn ALTERED CAT 86 0 $2,580.00 . 01, City of Auburn -UNALTERED DOG 10 0- $900.00 01 'City of Auburn SENIOR DOG - NEW 6 0 $120.00 01' City of Auburn SENIOR CAT - NEW 1 - 0 $12.00 01 City of Auburn SENIOR DOG - RENEW 49 01 City of Auburn SENIOR CAT - RENEW 40 01 City of Auburn SERVICE DOG 2 01 City of Auburn TOTAL MISC MONEY 01 Tota l 394 0 $9,587.00 02 City of Auburn ALTERED DOG 206 0 $6,155.00 02 City of Auburn ALTERED CAT 99 0 $2,970.00 02 City of Auburn UNALTERED DOG' 22 0 $1,980.00 02 City of Auburn UNALTERED CAT 1 0 $90.00 02 City of Auburn SENIOR DOG - NEW 5 0 $80.00 02 City of Auburn SENIOR CAT - NEW 1 0 $92.00 02 City of Auburn SENIOR DOG - RENEW 61 02 City of Auburn SENIOR CAT - RENEW 45 02 City of Auburn SERVICE DOG 2 ` 02 City of Auburn TOTAL MISC MONEY 02 Total 442 0 $11,287.00 03 City of Auburn ALTERED DOG 292 0 $8,760.00 03 City of Auburn ALTERED CAT 125 0 $3,750.00 03 City of Auburn UNALTERED DOG 14 0 $1,260.00 03 City of Auburn JUVENILE DOG 7 0 $35.00 03 City of Auburn JUVENILE CAT 1 .0 $5.00' 03 City of Auburn SENIOR DOG - NEW 4 0 $65.00 03 City of Auburn - SENIOR CAT - NEW 2 0 $24.00 03 City of Auburn SENIOR DOG - RENEW 67 .03 City of Auburn SENIOR GAT - RENEW 37 03 City of Auburn_ SERVICE DOG 1 03 City of Auburn TOTAL MISC MONEY 03 Total 550 0 $13,899.00 04 City of Auburn ALTERED DOG 256 1 $7,625.00 04 City of Auburn ALTERED CAT 110 .1 $3,245.00 04 City of Auburn UNALTERED DOG 17 5 $1,080.00 04 City of Auburn UNALTERED CAT 1 0 $90.00 04 City of Auburn -JUVENILE DOG 5 0 $25.00 04 City of Auburn JUVENILE~ CAT 2 0 $10.00 04 City of Auburn SENIOR DOG ~ NEW 8 0. $160.00 04 City.of,Auburn SENIOR CAT - NEW 3 0 $29.00 04 City of Auburn SENIOR DOG ; RENEW 55 04 City of Auburn SENIOR CAT - RENEW 21 04 City of Auburn SERVICE DOG 4 04 City of Auburn TOTAL MISC MONEY 04 Total 482 7 $92,264.00 05 . City of Auburn ALTERED DOG 199 8 $5,730.00 05 City of Auburn ALTERED CAT 102 Q $3,060.00 05 City of Auburn UNALTERED DOG 22 8 $1,260.00 05 City of Auburn JUVENILE DOG 32 0 $160.00 Note: October represents primarily online.sales through Oct 12.. • Preliminary Data - Source- PL Extract 10-14-10 05 05 05 05 05 05 05 05 05 Total 06 06 06 06 06 06 06 06 06 06 06 06 06 06 Total 07 07 07 07 07 07 07 07 07. 07 07 07 07 Total 08 08 08 08 08 08 08 08 08, 08' 08 ` 08 08 Total 09 City of Auburn JUVENILE CAT 3- 0 $15.00 City of Auburn SENIOR DOG - NEW 5 0 $85,00 City of Auburn SENIOR CAT - NEW 1 0 $5.00 City of Auburn SENIOR DOG - RENEW 58 City of Auburn SENIOR CAT - RENEW 24 City of Auburn SERVICE DOG 4 City of Auburn SERVICE CAT 1 City of Auburn TOTAL MISC MONEY 451 16 $10,315.00 City of Auburn ALTERED DOG 194 1 $5,765.00 City of Auburn ALTERED CAT 111 2 $3;270.00 City of Auburn UNALTERED DOG 33 3 $2,615.00 City of Auburn UNALTERED CAT 1 0 $90.00 City of Auburn JUVENILE DOG 6 0 $30.00 City of Auburn JUVENILE CAT 2 0 $10.00 City of Auburn SENIOR DOG - NEW 9 0 $180.00 City of Auburn SENIOR CAT - NEW 6~ 0 $72.00 City of Auburn SENIOR DOG - RENEW 52 City of Auburn SENIOR CAT - RENEW 41 . City of Auburn SERVICE DOG 5 City of Auburn SERVICE CAT 2 City of Auburn TOTAL MISC MONEY 462 6 $12,032.00 City of Auburn ALTERED DOG 249 0 $7,415.00 City of Auburn ALTERED CAT 119 0 $3,545,00 City of Auburn 'UNALTERED DOG 25 .0 $1,710.00 City of Auburn JUVENILE DOG 7 0 $75.00 City of Auburn JUVENILE CAT 5 _0 $35.00 City of Auburn SENIOR DOG - NEW 9 -0 $125.00 City of Auburn SENIOR CAT - NEW 3 0 $45.00. City of Auburn SENIOR DOG - RENEW 55 City of Auburn SENIOR CAT - RENEW 38 City of Auburn SERVICE DOG 3 City of Auburn SERVICE CAT 1 City of Auburn TOTAL MISC MONEY 514 0 $12,950,00 City of Auburn ALTERED DOG 270 0 $8,010.00 City of Auburn ALTERED CAT 160 3. $4,685.00 City of Auburn UNALTERED DOG 31 4 $1,650.00 City of Auburn UNALTERED CAT 4 4 $0.00 City of Auburn JUVENILE DOG 20 1 $285.00 City of Auburn JUVENILE CAT 1 0 $15.00 City of Auburn . SENIOR DOG NEW 9 0 $120.00 City of Auburn SENIOR CAT - NEW 4 0 $47.00 City of Auburn SENIOR DOG - RENEW' 66 City of Auburn SENIOR CAT - RENEW 54. City of Auburn SERVICE DOG' . 4 Cif of Auburn TOTAL MISC MONEY 623 12 $14,812.00 City of Auburn ALTERED DOG 398 0 $11,875,00 Note: October represents primarily online sales through Oct 12. • Preliminary Data - Source: PL Extract 10-14-10 Regional Animal Services of King County Pet Licenses Issued by Month (YTD Oct 13) Regional Animal Services of `King County Pet Licenses Issued by Month (YTD Oct 13) 09, City of Auburn ALTERED CAT 240 1 $7,015.00 09 City of Auburn UNALTERED DOG 40 3 $2,220.00 09 City of Auburn UNALTERED CAT 6 0 _ $366.00 09 City of Auburn JUVENILE. DOG 37 0 $525.00 09 City of Auburn JUVENILE CAT 18 0 $270.00 09 City of Auburn SENIOR DOG - NEW 38 0 $615.00 09 City of Auburn SENIOR CAT--• NEW 33 0 $475.00 09 City of Auburn SENIOR DOG - RENEW 53 09 City of Auburn SENIOR CAT - RENEW 43 - 09 City of Auburn SERVICE DOG 8 09 City of Auburn SERVICE CAT 2 09 City of Auburn TOTAL MISC MONEY 09 Total 916 4 $23,3511.00 10 City of Auburn ALTERED DOG 102 0 $2,985.00 10 City of Auburn ALTERED CAT 51 0 $1,545.00 10 - City of Auburn UNALTERED DOG 13 1 $780.00 .10 City of Auburn UNALTERED CAT 2 0 $120.00 10' City of Auburn JUVENILE DOG 15 0 $225.00. 10 City of Auburn JUVENILE CAT 4 0 $60.00 10 City of-Auburn SENIOR DOG - NEW 13 0 $195.00 10 City of Auburn SENIOR CAT - NEW 7 0 $60.00 10 City of Auburn SENIOR DOG - RENEW 50 10 -City of Auburn SENIOR CAT - RENEW 33 10 City of Auburn SERVICE DOG 3 10 City of Auburn SERVICE CAT 1 10 City of Auburn' TOTAL MISC MONEY 10 Total 294 _ 1 . $5,830.00 City of Auburn Total 5128 46 $126,431.00 . . Note: October represents primarily online safes through Oct 12. Preliminary Data - Source: PL Extract 10-14-10 EXHIBIT 2