Marketing Research Consultation Services

Transcription

1 REQUEST FOR PROPOSAL Marketing Research Consultation Services Proposal: # RFQ Released: June 28, 2017 Deadline for Quotes: Friday, August 11, 2017 GENERAL REQUIREMENTS FOR REQUEST FOR PROPOSAL PRICING Pricing for all goods/services must be very specific, all-inclusive and firm. All administrative fees, shipping, expedited delivery costs, labor, etc. must be included in the Proposal. All shipping, drayage and other charges are to be listed as a separate line item. Based on your line item bid price for shipping on the Price Sheet, HLSR may require that product shipments are to be done via Federal Express or UPS, using the HLSR s existing account. Moreover, all design work, product set-up, production, repair work, etc. must be done according to HLSR s schedule, which may include weekends, nights and early mornings, at no additional cost to HLSR. HLSR will pay only for goods/services stated on the Price Sheet unless otherwise agreed to in writing by both parties before the order is placed or work is started. No price changes, additions, or subsequent qualifications will be honored. INTELLECTUAL PROPERTY The vendor acknowledges that the names, logos, copyrighted material and trademarks of HLSR are the sole and exclusive property of HLSR (the HLSR Marks ) and nothing herein shall provide the vendor any right, title or interest in HLSR Marks. All HLSR Marks included in this Request for Proposal ( RFP) are for bidding purposes ONLY. They may not be used for any other purpose, now or in the future, without the express written consent of HLSR s Marketing and Public Relations Department. VENDOR ADVERTISING, MARKETING AND PROMOTION The vendor may not promote itself in conjunction with HLSR, use the HLSR as a client reference or display HLSR goods in any advertising, marketing or promotional materials. Exceptions may apply to current licensed vendors.

2 SPECIAL REQUIREMENTS / INSTRUCTIONS RFQ # Marketing Research Consultation Services Page 2 of 7 The following requirements and instructions supersede GENERAL REQUIREMENTS where applicable. SCOPE The Houston Livestock Show and Rodeo (the HLSR ) is seeking proposals from qualified firms for marketing research consultation services to develop and conduct an in-depth consumer segmentation analysis and audit/review of existing annual research methodologies. ORGANIZATIONAL BACKGROUND As the world s largest livestock show and rodeo, and the site of 20 concerts from top-flight entertainers each year, HLSR attracted more than 2.6 million spectators in As a Section 501(c) (3) charity, this organization has committed more than $430 million in youth and educational support to Texas students since it began in HLSR is backed by over 33,000 volunteers serving 107 different committees. HLSR was organized for charitable, educational and scientific purposes to encourage and promote the breeding, raising and marketing of better livestock and farm products at public fairs and to promote and maintain research and educational functions within the livestock industry. Held at Houston s 300-acre NRG Park, the 2018 Show will run Feb March 18, and includes a livestock show, horse show, rodeo, concerts, educational and interactive exhibits, attractions, and a carnival. Each rodeo and concert performance is held in the NRG Stadium, which was designed and built for both HLSR and the NFL s Houston Texans. FACTS AND FIGURES Total population of the greater Houston area is approximately 6.5 million people. While the Show set multiple attendance records in 2017 (for total attendance, single-day attendance and paid rodeo/concert attendance), there is still growth available. Paid rodeo and concert attendance capacity, including standing room, exceeds 75,000 nightly. For the 2017 Show, at least nine Shows did not sell out, leaving approximately 100,000 tickets unsold. In addition, on many days, grounds attendance could have been significantly higher. In 2016, HLSR underwent a strategic planning process. It was then identified that in order for HLSR to maintain its market share and relevance to each scholarship recipient, it will need to generate ~$75M of additional revenue by With relatively flat marketing budgets and unsold tickets, HLSR is looking to better segment and target the highest ROI consumers. CURRENT SITUATION: TARGET MARKET Currently HLSR does not have a target audience fully defined. Based on the results of the 2017 post- Show survey, the target audience for the 2018 Show (or interim target audience until segmentation is complete) will be those that are buying individual tickets to the rodeo and concert. The demographics for this group are year-old Caucasian women, 40 percent of whom make under $75,000 annually. These individual ticket buyers primarily only come to the Show one time per year, although they rate the HLSR very highly and have a very good experience. Shortcomings in this approach: This is using a broad demographic for a diverse audience. HLSR s entertainers have ranged from country to pop to rock to EDM, and Show attendees span a diverse age and income range. It is

3 Page 3 of 7 logical to assume that demographics and psychographics vary depending on which concert attendees purchase tickets to, as the Show s artists range in genres. It is also quite likely that attendees to the Show do so for varying reasons (i.e., some attend only for the concert, while others attend for the rodeo and/or the broader experience). This does not account for guests who purchase grounds-only tickets. HLSR has limited information about these attendees, but we assume these attendees also likely vary widely in demographics, psychographics and potential reasons to attend. It is possible that these attendees come to the Show for an even broader number of reasons: some primarily for the carnival, some for the livestock show, etc. GENERAL DESCRIPTION AND BACKGROUND HLSR is seeking proposals for marketing research and consumer segmentation development. Based on current research and data available, HLSR has identified a gap in information for strategic marketing and planning. HLSR is looking to partner with a leading market research firm for two major types of research and consulting: Full Consumer Segmentation plan and analysis including proposed methodology, research development, and research implementation Analysis and recommendations for improving annual post-show research, including tying in the results of the consumer segmentation For clarification purposes, the priority of this project is consumer segmentation. The analysis of existing research is second in priority and will be done for ongoing support of segmentation. CONSUMER SEGMENTATION HLSR is looking to do a full consumer market segmentation analysis. Focus should be the greater Houston metropolitan area. Desired Output and Considerations Define four to seven market segments. These consumer segments should consider rodeo/concert goers, grounds-only attendees, as well as non-attendees. Consumer segments should include demographic, psychographic and attitudinal aspects. o Of these consumer segments, which group(s) should we prioritize for our paid marketing and advertising? Firm should recommend primary target audience with potential secondary/emerging target audiences. o What motivates each of these groups to attend the Show? What benefits does each segment derive from attending the Show? For consumers only coming to the grounds, why are they not coming to the concert/rodeo and what would motivate them to attend the concert/rodeo? For non-attendees, what are the most common reasons they choose not to attend and which subgroup(s), if any, are likely to consider attending the Show? Market Opportunity for each target: o For segments that currently attend the Show, how much do each these groups spend with HLSR?

4 Page 4 of 7 o What upselling opportunities do we have with each group? o What is the total ROI for these groups? o For non-attendees that are potential Show attendees, what, if any, is the potential market opportunity? Communication and messaging to these targets: o How do we best reach these target consumer audiences? What messages are most influential in prompting them to purchase tickets to the Show? o How does each group prefer to interact with HLSR? What is the best method for reaching each of these groups? o How should we split media budgets among audiences? Which, if any, can we primarily rely on non-paid methods of communication to reach (i.e., social media, earned media, referrals and recommendations, etc.)? EXISTING RESEARCH Historically, HLSR has conducted research primarily following each year s event. Little to no additional research has been done other than the following two annual surveys: Grounds surveys done onsite. These are conducted in-person by HLSR s Communications & Special Services Committee and primarily include limited demographic information. Post-Show surveys done via after the event. These include both season ticket holders and individual rodeo/concert ticket buyers. Prior to the 2017 Show, these were primarily focused on entertainer feedback, along with a few other questions. Following the 2017 Show, the post-show surveys were changed significantly to understand more demographics and psychographics of our attendees. These surveys were done with the following groups: Ticket Purchasers: this included both Season Ticket holders and Individual rodeo/concert Ticket Purchasers. Grounds-only attendees: entirely new for 2017, the Show surveyed those that only attended the grounds activities (did not attend rodeo or concert). Similar demographic and psychographic questions were asked as well as questions related to why these attendees chose not to purchase the rodeo/concert tickets. Volunteers: this covered the 33,000 volunteers who make the Show happen each year. Those individuals who are both Volunteers and Season Ticket Holders were given additional questions pertaining to their tickets. Entertainer research: a follow-up survey was sent to rodeo/concert ticket purchasers to get feedback on potential entertainers for the 2018 Show. Limitations to the current process: Current process includes Show-goers only. No research has been done with the millions of people in the greater Houston area who do not attend the Show. Prior to the 2017 Post-Show Survey, little or no psychographic information was asked. Additionally, little was known about what attendees liked or didn t like about the Show. Little to no information is currently available regarding potential growth segments for the next one to five years.

5 Page 5 of 7 Show Needs Regarding the existing research, the Show is looking for the following from its partner: Review questionnaires and reports from the 2017 Show: o Onsite surveys conducted in-person: 16,475 respondents o Stadium (Rodeo/Concert, includes both individual and Season Ticket buyers): 2,514 respondents o Grounds-only: This survey went out late June. Responses still being collected and will be available in late July. o Volunteer (includes volunteers who are also Season Ticket buyers): 3,741 respondents o Entertainer-specific surveys: 4,487 respondents Survey Assessment: o Identify and explain strengths and weaknesses of the current process. o Provide recommendations for methodology changes or survey question updates for existing post-show surveys as needed to support segmentation insights. Note that HLSR is considering a change in methodology for the Grounds surveys for 2018, including doing away with the onsite surveys conducted by HLSR volunteers via ipads, replacing with a post-show survey sent to all attendees (Grounds and Stadium) each day, following their visit. This would all be done via on a daily basis. The rationale for this potential change is that this allows for real-time feedback. HLSR would like the agency s thoughts on this idea. Questionnaires and survey analyses from the 2017 Surveys are available upon request. SUMMARY In summary, instead of focusing largely on broad demographic data for targeting, HLSR is interested in moving to a more sophisticated market segmentation approach. HLSR is looking for a leading firm to recommend, develop and implement custom market research that it can use moving forward to better segment and target its audiences. As both HLSR and the greater Houston area continue to grow and evolve, HLSR will rely heavily on consumer segmentation to focus and prioritize its paid media budget and messaging. Once segmentation is developed and implemented, HLSR is looking for recommendations on how it can use existing internal research options to define, maintain and track these segments. PROJECT DELIVERABLES Please consider the following for the project deliverables: HLSR will own all data and information. The information will remain confidential between the HLSR and the firm. The data and information should be easily understandable across all departments and levels throughout the organization. Throughout the project cycle, the agency shall designate one primarily point of contact for HLSR. Weekly status meetings (either phone or in-person) will be held. Multiple presentations by the agency may be required, throughout the project cycle.

6 PROJECT TIMELINE HLSR s current timeline for this effort is as follows: Proposals are to be submitted no later than Friday, August 11, The firm will be selected on or before September 29, RFQ # Marketing Research Consultation Services Page 6 of 7 SUBMISSION PROCESS Proposals should provide a complete and concise description of the firm s capabilities to satisfy the requirements within this request for proposal. Should also include: 1. Anticipated scope of work/project approach to accomplish the expectations stated above. 2. Anticipated schedule of timeline for implementation. 3. A description of the firm s capabilities to provide these services in their entirety or to partner with other firms to fulfill the project. 4. Overall cost proposal for all elements included within the scope of work. Note the proposal should itemize costs for consumer segmentation and existing research analysis separately. Then, within the consumer segmentation, the scope of work should itemize development of the research plan and methodology, as well as implementation of proposed methodology. 5. References including current clients that are available to contact. This should include other organizations for which the agency has done similar research. NOTIFICATION HLSR can change, modify, withdraw or cancel this request at any time, if HLSR feels it is in its best interest to do so. Any expenses incurred in the preparation of the responses will not be reimbursed by HLSR.

7 Page 7 of 7 Please return all pages via hardcopy, fax, or to: Houston Livestock Show and Rodeo Attn: Wade Hooker Three NRG Park Houston, Texas fax hooker@rodeohouston.com YOUR SIGNATURE ATTESTS TO YOUR OFFER TO PROVIDE THE GOODS AND/OR SERVICES DESCRIBED IN THIS PROPOSAL. OFFERED BY: Signature Title Printed Name Phone Company Name Date ACCEPTED BY: Signature Title Printed Name Phone Company Name Date