Report Prepared by: Jennifer Flachman, Senior Management Analyst
Title
SUBJECT: Approval of a One Year Service Agreement with Stellar Agency for Social Media Planning, Content Development, and Optimization Services in a not to Exceed Amount of $60,000
REPORT IN BRIEF
Considers approving a one-year service agreement with Stellar Agency for social media planning, content development, and optimization services in a not to exceed amount of $60,000 ($57,400 for Social Media Services and $2,600 for supplemental tasks as directed and approved by staff.)
RECOMMENDATION
City Council - Adopt a motion:
A. Approving a one-year service agreement with Stellar Agency for social media planning, content development, and optimization services through February 1, 2027, in an annual not to exceed amount of $60,000 consisting of $57,400 for Social Media Services and $2,600 for supplemental tasks as directed and approved by staff); and,
B. Authorizing the City Manager to execute the necessary documents.
Body
ALTERNATIVES
1. Approve, as recommended by Staff; or,
2. Approve, subject to other than recommended by Staff; or,
3. Deny; or,
4. Refer to Staff for reconsideration of specific items; or,
5. Continue to a future meeting.
AUTHORITY
Charter of the City of Merced, Section 200
CITY COUNCIL PRIORITIES
As provided for in the 2025/2026 Adopted Budget.
DISCUSSION
Following City Council’s direction, a request for proposals was issued in July 2025 seeking a qualified contractor for social media content services. The City of Merced invited proposals from qualified consultants to develop engaging, community-focused content for Facebook, Instagram, YouTube, X (formerly Twitter), and LinkedIn. This initiative is intended to:
• Strengthen communication with the City’s 98,000 residents
• Foster community engagement and transparency
• Showcase Merced’s unique culture, events, and opportunities
Merced is a growing hub for education, culture, and business, with a youthful and diverse population, supported in part by UC Merced. The City sought a consultant who could create compelling content that builds community connections, promotes transparency, and shares Merced’s story.
The RFP was publicly advertised with a submission deadline of Friday, August 29, 2025, and the City received submissions from 16 providers. After a thorough review and interview process, Stellar Agency was selected as the most qualified consultant to provide comprehensive social media planning, content development, and optimization services.
The proposed contract with Stellar Agency will enable the City to:
• Develop and implement a cohesive social media strategy across all departments
• Produce high-quality, engaging content tailored to multiple platforms
• Optimize content performance and audience engagement
• Support transparency and proactive communication with residents
The project budget is $60,000, which is reflected in the contract’s “not-to-exceed” amount of $60,000. To allow flexibility in meeting evolving communication needs, staff is requesting the ability to utilize up to an additional $2,600, if necessary, for supplemental tasks such as additional photography or video production for special projects. Any additional work would remain within this limited contingency and be used only as needed.
Approval of this contract will allow the City to enhance its online presence, strengthen community relationships, and effectively communicate Merced’s unique offerings, culture, and events to residents and the broader public.
IMPACT ON CITY RESOURCES
The City Manager fiscal year 25/26 budget, in the Professional Services Account Line, 511012, allocated $30,000 for social media content services.
The City Council fiscal year 25/26 budget, in the Professional Services Account Line, 511012, allocated $30,000 for social media content services.
ATTACHMENT
1. Professional Services Agreement Stellar Agency
2. Exhibit A Stellar Agency