Burbank Hospitality Association Marketing and Design Consulting Services

Transcription

1 Burbank Hospitality Association Marketing and Design Consulting Services Request for Proposals - January 19, 2012 and 2011 Warner Bros. Entertainment Inc. All rights reserved.

2 Introduction Burbank s newly formed Tourism Business Improvement District (T-BID), formally known as the Burbank Hospitality Association (BHA) is a self-imposed special benefit assessment district designed to help leverage funds to market and promote Burbank as a first rate tourist destination. Spearheaded by Burbank hoteliers, the T-BID is comprised of 15 hotels with 25 rooms or more and governed by a Board of Directors that represents the diverse make-up of the hospitality industry. The BHA is requesting proposals from qualified marketing and design firms to develop a local, regional and national marketing and design campaign to attract more visitors to Burbank. The BHA anticipates entering into a yearly contract with a marketing and design firm that meets the qualifications to develop a marketing strategy, and a marketing and branding campaign. The BHA will provide the funding for the marketing and design consultant(s), and reserves the right to cancel this Request for Proposal (RFP), or to make adjustments to the RFP and in contracts subsequently negotiated based upon this RFP, as may be required by the funding source. Background The City of Burbank is a strategically positioned urban hub located in the in Los Angeles County. The city is home to a highly educated population of 104,304 people with 300,000 people living in a five-mile radius. Employment is concentrated in entertainment, with over 880 media related companies. Burbank has a pro-business attitude reflected in its simple and competitive tax structure with no city income tax or gross receipts tax. Burbank s T-BID is comprised of 15 hotels, totaling 2,142 rooms and over 50,000 sq. ft of meeting space. With over 100 restaurants, a golf course, a 16-screen AMC theatre and a $1.2 million square foot regional shopping center including IKEA, Burbank is the ideal tourist destination. Centrally positioned and completely connected, Burbank is home to Bob Hope Airport, with 90 flights per day and 4.6 million visitors per years. Adding on to the its amenities, Burbank s entertainment scene is packed with nearly 1,000 household names such as ABC Television, Cartoon Network, Nickelodeon, Jim Hensen s Creature Shop, The Walt Disney Company, Warner Bros. and Yahoo!. Home to the world headquarters of these reputable entertainment giants, Burbank still maintains a clean and safe environment making it the ideal location to stay, play and explore the rest of Southern California. Some nearby attractions include: Autry Museum of Western Heritage Los Angeles Zoo Dodger Stadium Magic Mountain Hollywood Bowl Nokia Center Hollywood Walk of Fame Rose Bowl Huntington Library & Museum Staples Center Kodak Theatre Disneyland Theme Parks LA Live Universal Studios -1-

3 Scope of Work The consultant(s) shall prepare comprehensive marketing and design services that analyze, at a minimum, the content areas described in this RFP. The consultant(s) may include additional analysis as necessary to provide the BHA with a complete program. The BHA seeks to award a one-year, competitive bid contract for marketing and design services. For the purposes of this RFP and its associated deliverables, the BHA shall be the lead association overseeing the creation and production of marketing collateral materials, electronic and print advertisement creation, placement and management. Marketing and Design Scope of Services The consultant(s) shall develop a comprehensive marketing and advertising plan that addresses, at a minimum, the following: 1. Promote Burbank as an upscale local, regional, national, and international tourist destination. 2. Identify geographical and demographic target markets and psychographics; specific strategies that include measurable objectives for each target market; and tactics to achieve these objectives. 3. Assist in maintaining and growing a healthy tourism industry in Burbank in an effort to remain competitive in the California tourism market. 4. Assist the BHA in developing a one-year integrated marketing program including, but not limited to, advertising, cooperative marketing, internet marketing, public relations, and direct marketing. 5. With assistance from the BHA, develop an annual program in which potential marketing and advertising partners are identified and strategies specified for generating new partnerships and leveraging the BHA funds to extend marketing reach and frequency. 6. Capitalize opportunities provided by sophisticated web technology, search engine optimization, competitive travel advertising, and demands of meeting planners for electronic resources, including use of the latest technology and social media. 7. Propose marketing and public relations strategies to expand promotional efforts effectively into identified target markets. Provide public relations/ publicity support in the execution of those strategies. 8. Examine the range of visitor services and amenities available and identify unmet needs. 9. Assist with the attraction of conventions, signature events, and conferences to Burbank. 10. Recommend new trends and publication mediums to effectively reach target audience. 11. Suggest memberships and affiliate organizations for BHA to partner with including sponsors, champions, ambassadors and arranging/providing outreach and training for them as needed. 12. Utilize the existing amenities such as the Bob Hope Airport to attract more visitors to Burbank -2-

4 Specific Deliverables The consultant(s) shall develop a comprehensive design portfolio that addresses, at a minimum, the following: 1. Brand identity and recognition 2. Develop a visitor & dining guide 3. Website design, functionality and maintenance 4. Marketing program including, but not limited to, advertising, cooperative marketing, internet marketing, public relations, and direct marketing. Include creation, preparation, and placement of advertising in various media. Meetings The consultant(s) shall meet with the members of the BHA as needed. Additionally, the consultant(s) may be required to present at various meetings. Proposal Submittal Requirements Consultant(s) shall provide eleven (11) original proposals, one (1) unbound master copy, and one (1) electronic copy on CD. To the following representative: Grace Coronado, Economic Development Analyst City of Burbank 150 North Third Street Burbank, CA gcoronado@ci.burbank.ca.us Proposals should be clearly marked Marketing and Design Consulting Services for the Burbank Hospitality Association. Eleven (11) original proposals, including one (1) unbound copy, and one (1) electronic copy on CD must be received by no later than 12 pm on Friday, February 3, Proposals received after the deadline may not be considered. Postmarks will not be accepted as proof of receipt. Proposals are not limited in length, however conciseness is encouraged. Proposals shall be: Enclosed in one or more sealed envelope (large format drawings may be submitted in a sealed tube or drawing package, but will not be returned) Clearly labeled with the title of the RFP Marketing and Design Consulting Services for Burbank Hospitality Association To facilitate review by the BHA members, please submit information in accordance with the following format, identifying each item by the appropriate number or letter. 1. Cover Letter 2. Statement of Qualifications 3. Corporate resumes for consultant and sub-consultants (if any). 4. Personal resumes for professional staff assigned this project -3-

5 5. Describe relevant project experience for at least three (3) related projects. 6. Detailed narrative describing methodological approach to each section listed in this RFP. These should be ordered sequentially. 7. Detailed project budget and schedule, including projections of consultant hours spent by individual consultants. 8. Contact information for at least three (3) client references, along with examples of work performed for the client. 9. Overall not- to-exceed price, detailed project timeline, and estimated completion date. 10. Any additional materials Applicant wishes to include. Selection Process Proposals will be evaluated primarily on the following items, which are listed in no particular order: Qualifications and experience (both of the firm and the specific staff) Overall budget Anticipated completion time References from past projects Responsiveness to the required components of the submittal Proposed marketing time-line A selection committee comprised of the BHA members will rank the proposals, and if necessary, arrange for qualifying applicants to present their proposals in person. The BHA reserves the right to reject any proposal, or to require additional submittals from any applicant to clarify the information in the proposal. Schedule of Performance The schedule for this RFP process is as follows: Action Date RFP Issued January 19,2012 Questions regarding RFP Due to City Liaison January 26, 2012 Written responses to all questions issued by City Liaison January 30, 2012 Proposals Due to City staff February 3, 2012 Review Proposals and Interview Finalists February 21, 2012 Award of Contract (tentative) March 1,