RFP GMU GRAPHIC DESIGN & MARKETING CONSULTING SERVICES QUESTIONS AND ANSWERS

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1 Purchasing Department Mailing Address: 4400 University Drive, Mailstop 3C5 Street Address: 4441 George Mason Boulevard, 4 th Floor, Suite 4200 Fairfax, Va Voice: Fax: RFP GMU GRAPHIC DESIGN & MARKETING CONSULTING SERVICES QUESTIONS AND ANSWERS 1. From the documentation, it appears as though all the graphic elements required of this RFP will be specifically for performance events and related activities at the Center for the Arts and the Hylton Performing Arts Center as well and fundraising and support activities for such events and programs as Arts by George and Friends of both the Center for the Arts and Hylton. Most of these items are documented on Page 25 of the RFP. Is this the extent of your graphic needs or will there be other needs from the educational divisions of the College of Visual and Performing Arts, such as admission publications, scholarship collateral, course catalogues, etc? ANSWER: This contract is for the graphic design needs of the Center for the Arts and the Hylton Center. 2. In reading the RFP, it appears as though the idea behind this engagement is that this will be a collaborative relationship between the selected agency and specified individuals within CPVA who have some level of design skill and experience. It appears, at this point, that there may be some uncertainty as to how much work will be done by the contractor and how much work will be done by CPVA, but that the intent of this proposal is to have the contractor available to provide some range of services in this capacity. It also appears that on some projects, the contractor will do just a little and perhaps simply advise, while on other projects, the contractor might be engaged to do it all. Is this a fairly accurate assessment? ANSWER: Most pieces designed by the contractor are completed entirely by the contractor with input, guidance and approval from Mason staff. Design components established by the contractor are often used by internal graphic designer(s) to create additional supporting pieces that maintain the brand and visual identity. There are occasions when the contractor will be asked for advice, input, and feedback on an internally designed project. 3. When the winning contactor is assigned a project, will the contractor provide a proposed cost based on time and materials relative to the needs of each project? ANSWER: See RFP Section IX Pricing Schedule. Mason is requesting hourly rates for all types of services proposed. Hourly rates shall include all fees, expenses including travel, overhead and eva fees. Cost estimates for each project are not required, but may be requested to assist in monitoring and projecting cost 4. GENERAL, Budget Request: What is the expected annual and total budget to be allotted to perform the duties and terms featured within this proposal? ANSWER: The annual budget varies depending on the quantity of work throughout the year as well as the negotiated terms.

2 5. GENERAL, Proposal Instructions Question: There is no reference within the text regarding Attachment B (Sample Contract). Is this correct? If not, in which section of the proposal should this attachment have been referenced? ANSWER: Yes, there is no reference to Attachment B (Sample Contract) in the other Sections of the RFP. The Sample Contract is included with a statement on the attachment. 6. Section III (page 3), Length of Contract Question: The Period of Performance reads as follows: Anticipated start date August 1, 2015 through three (3) year period with two (2) successive optional renewal periods or as negotiated. Does this mean that the terms regarding the length of the contract and the successive option years are negotiable? ANSWER: Yes. If so, would the terms be negotiated before or after being named the awarded vendor? ANSWER: Before Would the annual budget be affected by the length of the two optional renewal periods? ANSWER: The annual budget varies depending on the quantity of work throughout the year as well as the negotiated terms. 7. Section V (page 3), Visual Request: Please clarify, are the guidelines that are to be followed known as the Mason Visual Identify or are they listed as the Visual Identity and Style guidelines under the link provided? ANSWER: Visual Identity and Style. The link to the Mason Brand guide is listed in that section. These are the guidelines that must be followed. 8. Section V.A.3 (page 3), Attachment A Question: The text reads, Design: contractor would work with CVPA personnel throughout the design process for each of the items that will be designed for CVPA. Examples of these items are listed in Attachment A. Contractor may be required to provide a number of pre-design mock-ups as determined by CVPA. The text found on Attachment A (page 18 of the RFP) is the Vendor Data Sheet, wherein a company lists their type of business, ownership status, years in business, and certify that they are qualified to perform the listed tasks of the contract. Is this the correct attachment? ANSWER: Section V.A.3 (page3). Typo error, should read Attachment C. Design: Contractor would work with CVPA personnel throughout the design process for each of the items that will be designed for CVPA. Examples of these items are listed in Attachment C. Contractor may be required to provide a number of pre-design mock-ups as determined by CVPA. Contractor should consult with CVPA to determine the scope of each project, as well as the budget considerations for each project. Design will reflect these consultations in addressing the specific audience for each piece, the consistency with which each piece conforms to the overall Creative Direction and the budgeted funds available for production. Ongoing consultation with CVPA will allow contractor to create final design that will be submitted to CVPA for approval. 9. Section VI.A.3 (page 5), Oral Presentation

3 Question: The text reads, Offerors who submit a proposal in response to this RFP may be required to give an oral presentation of their proposal to Mason. This will provide an opportunity for the Offeror to clarify or elaborate on their proposal but will not affect the original submitted proposal. If required, oral presentations are tentatively scheduled for June 16 and June 17, Should a vendor be allowed the opportunity to present their response orally, in what manner would the vendor be notified? ANSWER: Should a vendor be allowed the opportunity to present their response orally, how far in advance would the vendor be notified prior to their scheduled presentation date? ANSWER: See page 17 Section XIII RFP Schedule. This schedule is subject to change. Should a vendor be allowed the opportunity to present their response orally, is there a pre-determined amount of time allotted to the vendor to make their presentation? ANSWER: Yes. If so, how much time shall be provided? ANSWER: Either 60 or 90 minutes usually. 10. Section X (page 7), Payment Request: Please clarify the text for Option #1 that reads, Payment to be mailed in 10 days The University will make payment to the vendor under 2%10/Net 30 payments terms. ANSWER: Option #1- Payment to be mailed in 10 days-the University will make payment to the vendor under 2%10/Net 30 payments terms. Invoices should be submitted via to the designated Accounts Payable address which is evendor@gmu.edu The 10 day payment period begins the first business day after receipt of proper invoice or receipt of goods, whichever occurs last. A paper check will be mailed on or before the 10 th day. 11. Section XI.T (pages 11-12), Web Content Accessibility Guidelines Question: The text reads, The Contractor shall also comply with the Web Content Accessibility Guidelines (WCAG) 2.0. For more information please visit under Policies and Procedures. Is Policies and Procedures correct? Could not find a link or text under those terms. ANSWER: The information is available here: Accessible-Electronic-Materials-7-MB-pdf.pdf Is the link the most up-to-date version of the Web Content Accessibility Guidelines? ANSWER: The version to be adhered to is What do you envision the role of these example print pieces is in the overall strategic plan for CVPA? ANSWER: Print pieces are an important part of the marketing strategy for the Center for the Arts and the Hylton Center. They provide information and promotion for events at both venues and are used to solicit both subscription and single-ticket revenue. 13. How successful has print marketing been for CVPA in the past?

4 ANSWER: How is the mailing list curated and maintained? How is the success of these print pieces tracked? Direct mail and printed materials are successful marketing tools for us. The mailing list is maintained through our ticketing system. Success of these pieces is measured through response reports, surveying, sales timing analysis, etc. 14. How tied is CVPA to print marketing? The RFP mentions other digital and broadcast work within the possible scope of this project, but it seems as if print is the main priority. ANSWER: The main focus for this RFP is print marketing. 15. Can you provide a prioritized list of goals and audiences for this marketing initiative? ANSWER: Goals: subscription and single-ticket sales for two performing arts centers; increased visibility in community/region. Audiences: arts attenders, interested community members, potential attenders and donors, typically high-income, highly educated individuals over age Are there other campaigns across the college or university that this initiative will run in conjecture with or need to complement in some way? ANSWER: For some pieces, the University Brand guidelines referenced in the RFP will need to be strictly adhered to. 17. Can you provide CVPA s annual budget for production? ANSWER: The annual budget varies depending on the quantity of work throughout the year as well as the negotiated terms. 18. Can you share vendors CVPA has used in the past for production? ANSWER: Yes, Worth Higgins & Associates and Progress Printing. 19. Is there an incumbent design agency, and can you share it? ANSWER: Yes. Custom Designers, Inc., and RCG Associates. How would you describe your satisfaction with its previous work and success of your campaigns? ANSWER: Satisfied. 20. Is there an incumbent for this work already, if so who? ANSWER: Yes. Custom Designers, Inc. and RCG Associates 21. What is the anticipated budget for the first year? ANSWER: The annual budget varies depending on the quantity of work throughout the year as well as the negotiated terms. 22. Is there or has there recently been an incumbent contractor on this project? If so, who? If not, how has this type of work been managed in the past? ANSWER: RCG Associates and Custom Designers

5 23. What are your goals for this new relationship? Is there anything you d like to see done differently/improved upon under the new contract? 24. What do you see as the greatest opportunities for and threats against your existing program and operating budget? 25. A large amount of detail in this RFP is focused on marketing communications. Is GMU also open to their selected consultancy offering support around other aspects of arts marketing to support their goals? These might include: - Strategic market planning (including SWOT analysis, segmentation, targeting, and positioning) - Brand development and maturation - Pricing analysis and recommendations - Place and programming enhancements (ways to build audience participation and enjoyment ) ANSWER: The scope of the work is described in the RFP. Yes, the work of this contract is primarily marketing communications. 26. What percent of capacity is currently sold for your programs (an average range according to program popularity is fine)

6 27. What are your audience development goals? Are you seeking to better target any specific groups, segments, demographics or similar? ANSWER: We continually strive to reach broader audiences. Our primary target segments include highly education individuals with high incomes and a likelihood to attend arts events. 28. What percentage of your house(s) must be filled for your performances to be deemed successful? What percentage of your annual performances produce a surplus? How do you determine success in terms of audience size, audience composition, revenue, and other criteria? 29. What earned revenue sources does your program have beyond ticket sales? How much of your budget comes from donations? How much comes from University funding? 30. Has this revenue structure shifted recently or are you projecting a shift in the months ahead? 31. What material changes in audience structure/ demographic make-up has your organization noticed over the last few years?

7 32. Who are you hoping to reach and attract with event promotion materials? ANSWER: Our primary target segments include highly education individuals with high incomes and a likelihood to attend arts events. Decision makers are most often female. 33. What percentage of your marketing spend has been historically allocated to: - Print Media/ Advertising - Broadcast Media/ Advertising - Digital Media/ Advertising - Earned Media/In-Kind Donations Mason does not have this information. 34. What types of digital and broadcast promotions have you leveraged in the past? How would you describe the success of those efforts? 35. What techniques are you most excited to explore under this new contract? ANSWER: We continually look for better, more efficient ways of communicating and presenting information and promotions about our events,

8 subscriber engagement, and giving opportunities. Creative formats that are mission-effective and cost-effective are desired. 36. What sponsorship relationships do you currently promote? Do you feel you are fully leveraging these opportunities? 37. Do you feel you have adequately leveraged potential corporate or community partnerships? 38. Do you have a campaign report of summary metrics from a previous marketing campaign that you can share to help us better understand your current business situation? 39. Will website maintenance, digital content development, and media buying support be required/requested under this contract? ANSWER: The scope of the work is described in the RFP. Any digital or media support required is detailed within the RFP. 40. Will performance images to be used in promotions be provided to your selected vendor or will they need to be created/licensed/or independently secured under this contract? ANSWER: Images are provided to the vendor from Mason.

9 41. Would you prefer your selected vendor have a standing print/fulfillment house of record or are you open to allowing your marketing partner to bid projects out to secure the best price/quality balance for each deliverable over time? ANSWER: Mason is required to competitively bid printing. Recommendations of reputable printing vendors are welcome. 42. Do all provided work samples ("one-set) have to be from the same client or can we showcase a variety of relevant works from various projects/clients? ANSWER: Either is acceptable. 43. Will your selected vendor be in charge of executing the associated digital creative and/or managing the campaign (i.e.. digital advertising, radio advertising, etc)? ANSWER: The scope of the work is described in the RFP. Any digital or media support required is detailed within the RFP. 44. What performance metrics will you use to measure contract success? ANSWER: Mason s Contract Administrator evaluates the contractor s performance every six months. 45. What do you consider to be the greatest barrier to attracting new audiences to your facilities and performances? ANSWER: The scope of the work is described in the RFP. Any digital or media support required is detailed within the RFP. 46. Is this contract strictly focused on performing arts event promotion or is the contract also likely to cover GMU School of Visual and Performing Arts prospective student communications or enrollment marketing? ANSWER: This RFP is primarily focused on the marketing communications for the two performing arts centers.

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