ANN ARBOR, MI — Ann Arbor is putting $271,000 behind getting out a new message to the public about moving cars off streets for major snowstorms.
The city is contracting with former Downtown Development Authority board member Al McWilliams’ Q+M advertising agency on Main Street, formerly known as Quack!Media.
The goal: make sure the public knows about the yet-to-be-implemented “on-street snow parking ban” City Council approved last January.
The new ordinance requires fully removing parked cars from streets when the city administrator determines it’s necessary for a major storm, and the city must give the public notice to move cars at least 12 hours in advance.
“To ensure effective communication before and during ban implementation, a comprehensive public education campaign is necessary,” city communications specialist Robert Kellar wrote in a memo to City Council in September.
Because the city has not implemented such a policy in over two decades, many residents, University of Michigan students, commuters and others may be unaware of the ordinance, how they would be alerted or what is required to comply, Kellar said.
Council voted 9-0 on Sept. 15 to approve the $271,000 contract with Q+M to help with that. Mayor Christopher Taylor, a business law attorney, recused himself from the vote to avoid a potential conflict of interest, noting Q+M is a client of his.
The public education campaign to be led by Q+M is expected to address the needs of specific audiences, including UM students with vehicles parked off their properties, commuters using on-street parking, other residents and parents, teachers and students in the Ann Arbor Public Schools community.
The purpose of the new policy to move cars when alerted is to ensure streets can be plowed efficiently and safely, officials said. Those who don’t abide may have their vehicles ticketed and/or towed.
Council previously approved $50,000 in the 2025-26 city budget for the multi-year public education campaign as city staff planned for professional marketing, creative and media placement services to assist in messaging to targeted audiences through digital and other channels.
Q+M was chosen from several agencies that responded to the city’s request for proposals, based on its demonstrated expertise, experience and capacity, officials said.
The $271,000 not-to-exceed contract includes $70,000 in estimated fees for professional services, with the remaining $201,000 for purchasing advertising and educational materials.
The city’s funding plan for the campaign shows $50,000 in year one, $120,000 in year two, $100,000 in year three, and $25,000 annually thereafter, with funding available in future years if approved by council.
The scope of services to be provided by Q+M is detailed as follows:
1. Campaign development — collaborating with city staff to develop messaging and creative concepts tailored to targeted audiences.
2. Media planning and buying — developing a strategy to use digital and traditional channels in the southeast Michigan market, and procuring approved advertising placements.
3. Creative services — producing campaign materials (video, graphics, print, etc.) in various formats for outreach and advertising.
4. Public education and outreach — designing materials that inform the public about how and when the ban is implemented, how to comply, and the importance of signing up for alerts.
5. Coordination and reporting — maintaining regular updates with the city’s contract administrator and providing campaign performance reports.
Former Council Member Kathy Griswold criticized the amount of the contract, putting it in the context of the national political environment and threats of federal funding cuts to cities.
“Ann Arbor needs to do everything possible so that we don’t have a target on our backs,” she told council before the vote. “And we need to make sure that we are not carelessly spending money and drawing attention to this community.”
Council approved the contract without discussion.
Find out more about the city ordinance, including limited exceptions to it and how to sign up for alerts.
Read the city administrator’s message about it.
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