Amendment: Clarification Questions Advertising Agency of Record RFP# RFP

Transcription

1 Amendment: Clarification Questions Advertising Agency of Record RFP# RFP Advertising Agency of Record Clarifications On page 13 of the RFP in Exhibit A: Scope of Work, can you please clarify the one page maximum per item requirement? Does that one page apply to each of the numbered items, or to each of the subsections (a-z) beneath the numbered items? For example: 1. Overview has six subsection items do all of those items (client list, org chart, philosophy, etc) need to fit on one page, or does each item merit its own page? - The one page applies to each of the subsections (a-z), so Overview could be a total of six pages plus any creative examples you wish to provide. Should you have video samples, please include flash drives, not a link, with the videos. Also, please clarify whether the exception for creative examples applies to visuals only, or to the multiple examples required in most of the other numbered items. For example: Under 2. Brand Development, do all three case study examples need to fit on one page total, with the exception of supporting visuals? Or are we allowed one page per example? (And, if so, is that one page inclusive of visuals, or is it one page of text per example, plus any number of visuals?) - Each case study can be on its own page, and the visuals can be additional support pages; therefore, this section can be three total pages plus visual support as desired. Should you have video samples, please include flash drives, not a link, with the videos. Would you be open to a Canadian agency considering we have worked in the States previously? - DTPB does not see this as an issue. Would you have any scoring metrics associated with the geography of the agency? - The only scoring metrics for location are included in the RFP under Sections H6d and H7e. Considering we have a sustainability mandate, would you be open to a USB or submission or a fewer number of print submissions perhaps? - Unfortunately, this requirement cited in section H2 is a mandate that cannot be amended. Is there any form and/or information we would need to send prior to submitting the Proposal on April 12? - No, the proposals are the first item that needs to be submitted for consideration.

2 What is the reason for the agency review at this time? Is it a mandatory review and if so, will the incumbent be participating? - The review is coming at the end of the first of three terms of a five-year agreement, but it is not mandatory. At this time DTPB does not know who is participating until proposals are received on April 12 th. Is the correct RFP number RFP as stated on the actual RFP DOCUMENT OR RFP#DPBC as listed Under Section H. Proposal Procedures, Proposal Submission OR RFP as stated on the SIGNATURE PAGE? - The correct RFP # is RFP Is this Advertising Agency of Record RFP a mandatory protocol? - The review is coming at the end of the first of three terms of a five-year agreement, but it is not mandatory. Since Peter Yesawich currently serves as Vice Chairman on the DTPB Board of Directors, will MMGY be participating in the RFP? Will Mr. Yesawich be part of The Final Selection Committee? - Peter Yesawich is not part of the Final Selection Committee and will not have any involvement in the selection of an agency partner. At this time DTPB does not know who is participating until proposals are received on April 12 th. Will both incumbent agencies, &Barr and Miles Partnership, or any other agencies that have previously been engaged with DTPB be participating in the RFP? - At this time DTPB does not know who is participating until proposals are received on April 12 th. To what extent, does the DTPB perceive that agencies that exclusively focus on travel destinations possess better marketing skills and potential outcomes? - DTPB does not judge an agency and their marketing skills solely on the verticals they focus. As noted in sections H6a, H7a and H7b, DTPB will include tourism experience into the overall scoring for each bidder. Will Miles continue to manage the website moving forward? - This RFP is for Advertising Agency of Record and has no impact on the Digital Agency of Record for DTPB. Will a revamp/redesign of the current website be required in 2018? - This RFP is for Advertising Agency of Record, which does not include the website. DTPB launched a new site in 2016 and has continued to make updates since the launch; however, a redesign in not planned at this time. Will you be sharing the shortlisted agencies numerical scores per criteria? - DTPB is not planning to share the numerical scores; however, any participating agency may request these after the initial Selection Committee announces the shortlist.

3 Do you have a TOTAL marketing budget for 2018? The RFP lists Total Contract Price (6. e.) as part of the initial evaluation process, yet only a paid media budget has been supplied. Are you looking for a proposed retainer-based structure + production costs, a project-based structure based on hourly rates or a combination thereof? Without a defined plan or total budget, it s difficult to determine a Total Contract Price which carries significant evaluation weight (Max 20 points). - DTPB does not discuss total marketing budget. The total contract price should be based on the total paid media to be planned and placed as well as all services outlined in Exhibit A Scope of Work. Will all agencies be required to submit all-inclusive, not to exceed pricing? - At current, DTPB works with a retained agreement that covers all media planning, media buying and services outlined in Exhibit A Scope of Work. That said, this is the current agreement and not necessarily the only structure the organization would entertain. Are you willing to share established/prioritized KPIs for 2018? - DTPB has several KPIs in place for Fiscal 2018 (October-September). Marketing has TDC Performance Objectives to achieve as well as advertising metrics. Both are listed below. TDC Performance Objectives: - Grow Consumer, travel trade and meeting planner database to 357,000 - Grow advertising impressions to 630,000,000 - Grow website traffic (desktop, mobile and tablet) to 1,600,000 unique web visitors. Advertising Metrics for Evaluation: - Increase awareness in feeder markets - Cost Per Engaged Visit to Website Will you supply primary research data related to visitors to Palm Beach County in 2017, a breakdown by percentage for leisure, group, travel trade as well as top feeder markets for each? If you have subsegment information for niche markets, will you provide that information as well? (We have 2016 Visitation by Top Feeder Markets but not by segment) - While DTPB does not conduct Primary research for visitation, DTPB does receive syndicated research for the county visitation. Attached is additional material with relevant research information. Regarding BRAND, may we receive any data and research that was done to derive and support the findings (inclusive of raw data, quantitative and qualitative studies, worksheets, methodology)? - DTPB did conduct a brand assessment to help steer to the new Brand and Branding. For this RFP process, DTPB attached what we feel are the relevant support materials. Additional desired information should be garnered on your own. Are you planning on moving forward with the current BRAND VOICE and BRAND PARAMETER guidelines or are you desirous of changing that? Same question regarding brand standards, the logo, etc. - The Brand Voice and Brand Standards are not something DTPB desires to change.

4 Would you be willing to share creative related to the existing and past campaigns for all audience segments? - For this RFP process, DTPB has attached what the organization feels are the relevant support materials. Additional desired information should be garnered on your own. What do you believe are your primary competitive markets for meetings/leisure travel/travel trade and sports groups? - DTPB expects to hear from bidders who they feel are our competition as outlined in Exhibit A, Scope of Work, Question 9. Can you provide information on your existing databases, i.e. segment, depth of information (fields captured), size, recency, frequency, etc.? - For this RFP process, DTPB has attached what the organization feels are the relevant support materials. Additional desired information should be garnered on your own. Do your hotel and attraction partners provide ongoing data to DTPB? If so, can you elaborate? - DTPB receives hotel performance from STR with Occupancy, ADR and RevPAR. DTPB does not receive data from attraction partners. Which yearly periods require increased bookings for group and leisure business? - DTPB s goal is to see level performance on a monthly basis for a more consistent tourism destination. Placing the right mix of business (Group, leisure, events) to fill need periods. Historically, the winter time frame (October April) has seen higher ADR and Occupancy. Can you provide website reporting/analytics for the past 6 months-1year? - Website data for September 1, March 20, 2018 follows: - Sessions: 982,374 - Users: 787,044 - Pageviews: 1,821,191 - Page/Session: Avg Duration: 00:01:33 - Bounce 59.41% Will/should the proposed $4,000,000 paid media budget include SEO and PPC? If possible, please specifically define what the paid media budget should include. - No, SEO/PPC is a separate budget What is the current media mix between print, OOH, digital, broadcast, etc.? What percentage of the current media budget is allocated to leisure, group, travel trade, sports groups, etc.? - While DTPB would prefer to hear from bidders what they recommend, current fiscal has media spend against print, OOH, digital, broadcast, CTV, internet radio and social media. There is a Sports Commission responsible for marketing to this niche. Historically, what percent of the overall budget has been allocated to Public Relations and Sponsorships? - Public Relations and Sponsorships have separate budgets.

5 Why are you looking to change the current segmented campaign(s)? - DTPB has been running the same campaign for two years and believes there needs to be a refresh. Ultimately, any new creative is tested against the current to ensure a lift in awareness. What is the #1 hurdle you are facing in the current communications environment? - There are numerous hurdles, one of which is that the travel space is very crowded, and it is often times difficult to break the clutter and get your message to resonate with the desired target. Within the Scope of Work, Section A. 12 Social Media, you ask for examples of specific creative deployed via social media along with results will DTPB be handing the social marketing management and implementation internally, with the agency handling only paid social media ad creation and media buying OR, do you require the agency to be responsible for all social marketing strategy and development, social media management and implementation? - DTPB has a dedicated in-house social media manager. The agency will handle some paid campaigns for DTPB, but there will be input from the social media team to ensure consistency. Once the short list has been defined, will there be another Q&A period prior to the Summer Media Campaign exercise? - No, this is the only Q&A round built into the RFP. Is the $4 million budget inclusive of agency/production/talent/ancillary costs, or is that $4 million dedicated exclusively to media, with the other costs on top of that spend? - The $4 million budget is just paid media for the organization. Other costs such as production, talent, etc., are in addition to this amount. Is there any current research or previous campaign results that we may have access to? - Relevant research has been attached to this . Is there a Strategic Marketing Plan or overall Business Plan that we could review? - Please see Support Documents referenced in the first paragraph of Exhibit A, Scope of Work. Will you be considering Agencies outside of Florida? - Being located outside of Florida is not an issue, but please refer to Sections H6d and H7e with regard to local agencies and scoring.

6 For those of us that are part of Global networks, such as WPP, can we merge the advertising agency and PR RFP (RFP ) to collectively respond in one proposal and leverage synergies? - These are two separate RFPs with two different selection committees, and therefore must be responded to individually. Feel free to reference the RFPs in responses. For the advertising RFP, the paid media budget is listed as approximately $4 million, what is the budget for creative services, production, account management and media buying services? - DTPB does not discuss total marketing budget. The total contract price should be based on the total paid media planned and placed as well as all services outlined in Exhibit A Scope of Work. Given the objectives outlined for the summer media campaign (outlined in section H, 5.a.), what are the specific KPI s that you will be measuring on? - Suggested KPIs for the exercise can be presented as part of this exercise. In addition, the exercise will be measured on the overall strength and creativity of the media plan and accompanying creative product. When referring to integrated digital campaigns (outlined in Exhibit A, A.5.), are you referring to digital integrated campaigns or integration with other media? - This is referring to digitally integrated campaigns, but across all digital platforms and touchpoints. Can you please share reports and insights from previous campaigns? - For this RFP process, DTPB has attached what the organization feels are the relevant support materials. Can you please provide additional information about how you measure Discover the Palm Beaches revenue? What tools do you use? - Discover The Palm Beaches is a bed tax funded organization and as such does not measure revenue. Does Discover the Palm Beaches have an existing 1 st party data partner? - Yes, DTPB has two such partners for research Arrivalist and Longwoods International. Can you please provide 3-6 months of website analytics, including but not limited to sessions, users, page views, page/session, average session duration, bounce rate, enewsletter sign-up & request free visitors guide conversion rates and top visited pages by sessions? Website data for September 1, March 20, 2018 follows: - Sessions: 982,374 - Users: 787,044

7 - Pageviews: 1,821,191 - Page/Session: Avg Duration: 00:01:33 - Bounce 59.41% - e-newsletter Opt-Ins: 2,949 - Visitors Guide Requests: 3,834 - Top Pages by Sessions: get-social; events; things-to-do; homepage; Top-events; beachcam (due to hurricane Irma) Does Discover the Palm Beaches manage current marketing initiatives in-house? If so, what platform do you use? - Yes, DTPB uses Distribion for marketing. Section G (Proposal Documents/Requirements), #14 - INSURANCE REQUIREMENTS: The successful proposer shall, on a primary basis and at its sole expense, maintain in full force and effect, at all times during the life of this Contract, insurance coverages and limits (including endorsements) as required by DTPB. Failure to maintain the required insurance shall be considered default of the contract. The requirements contained herein, as well as the County s review or acceptance of insurance maintained by the successful proposer, are not intended to and shall not in any manner limit or qualify the liabilities and obligations assumed by the successful proposer under the Contract. Clarification question: Can you please identify DTPB's required insurance coverages and limits (including endorsements) as identified in Section G, Number Comprehensive General Liability Insurance shall be maintained during the life of the agreement and any renewal thereof, general liability insurance, including contractual liability insurance, in an amount no less than One Million Dollars ($1,000,000) per occurrence. Page 1. Section C. Given that the success of the destination s marketing is dependent on the ability to quickly react to evolving situations, has the destination completed a defined baseline SWOT analysis to understand the issues facing both the domestic and international travel markets? - The Organization meets regularly to review research and trends both domestically and internationally and how said trends affect the destination. Page 5. Minimum Qualifications of Bidders Within Section F. Minimum Qualifications of Bidders, item 3. calls for three (3) references of clients who have utilized services as identified in the RFP. Is DTPB looking for reference letters, or will full contact information be satisfactory?

8 - Full contact information will be satisfactory. Page 5. & Page 13. Case Studies & Work Samples Section G. Proposal Documents/Requirements and Exhibit A. Marketing Expertise provide an opportunity for the agency to present relevant case studies and work samples to demonstrate proof of performance. In an effort to ensure our response is prepared simply and economically, will DTPB allow us to submit links to these case studies and work samples, as opposed to including those items within the body of the response? - The case studies need to be within the proposal as they are printed out and committee members may not have access to a computer while reviewing. Video examples may be provided on a flash drive. Page 6. Section 6. Budget. Does the media budget reflect the entire annual budget ($4,000,000) or are there additional funds allocated for agency fees, production of materials, et cetera? If there are additional monies, what is the total annual budget? - The $4 million media budget is just paid media for the organization, not the entire marketing budget. Any fees associated with the agency for work against paid media that will be planned and placed as well as all services outlined in Exhibit A Scope of Work, is in addition and should be part of the bidders proposal. Page 9. Section 5. Paragraph b. If an agency is geographically close to the destination, then can an in-person meeting be substituted for the Skype presentation? - No, for the Selection Committee meeting on May 16 th, all presentations will be via Skype. Page 9. Section 6 Will the scoring/evaluation for the initial selection phase be added to the scoring of the second section phase, or does the scoring revert back to zero and the second phase scoring/evaluation stand alone? - The scoring reverts back to zero for the two subsequent meetings (May 16 th and June 1 st ). Exhibit A - Scope of Work Page 13. Section A When asked to provide a brief description (one page maximum per item, not including creative examples), does this refer to the numbered Sections or do the numbered Sections with alphabetical

9 Sections also get one page per item? (For example, Section 1 Overview has A - F subsections for a total of six (6) possible pages). There are also other sections, such as Section 3. Research/Planing Capabilities, that request multiple examples to support/prove experience. How do we handle these where one page will not give sufficient room to showcase the requested thinking or approach? - The one page applies to each of the subsections (a-f), so Overview could be a total of six pages plus any creative examples you wish to provide. Should you have video samples, please include a flash drive, not a link, with the videos. - DTPB would ask that each case study example be contained to one page (plus relevant creative support), but the organization is not placing a limit to the number of examples provided. Should you have video samples, please include a flash drive, not a link, with the videos. Why are you issuing an RFP at this time? - The review is coming at the end of the first of three terms of a five-year agreement. Who is your incumbent? Have you been satisfied with their performance? Will they be participating in this review? - DTPB s Agency of Record for Advertising (and Public Relations) can be found within press releases on our website. At this time, we do not know who is participating until proposals are received on April 12 th How much has the incumbent received from the contract over the last few years? - Discover s preference is not to provide current pricing and costs to allow for full display of bidders thought process on the destinations investment needs and overall scope. Who will be the day-to-day agency contact? - The day-to-day will be DTPB s Manager, Advertising & Promotions. On page 13, it is requested to keep each item to no more than one page. Is everything under 1. Overview supposed to be included in one page? Or, does each item under 1. Overview have its own page? Does the one-page limit apply to 2 12 as well? - The one page applies to each of the subsections (a-f), so Overview could be a total of six pages plus any creative examples you wish to provide. Should you have video samples, please include a flash drive, not a link, with the videos. May respondents submit an electronic copy, either via USB or by ing a PDF or Dropbox link in order to link to sample work throughout our response? - Unfortunately, this requirement cited in section H2 is a mandate that cannot be amended.

10 How are you evaluating cost proposals? What information do you need respondents to include in a cost proposal? Do cost proposals need to be submitted separately, or can they be contained in the RFP response document? - The total contract price / cost proposal should be based on the total paid media that will be planned and placed as well as all services outlined in Exhibit A Scope of Work. The cost proposal can be part of the RFP response. What geographies should be considered for the spec assignment? - DTPBs summer markets includes: Miami, Ft Lauderdale, Orlando, Atlanta The PR RFP says to not include a USB or CD with samples but rather provide a link to view these materials online. Is this the same for the Ad RFP? - No, the RFP should include samples of work. Video samples should be provided on flash drives. What time frame is the summer campaign (May-August) designed to influence visitation? (In summer for summer? In summer to spur fall visitation?) - The summer campaign is to drive traffic for summer given the booking window for the designated markets. Can you provide a detailed profile of the overnight leisure visitor by month for the months you are trying to influence (or at least by the desired season)? Key info needed by market of origin to include; age; party size; length of stay; spend by party or person (if possible); % of total. - Relevant research is attached to this . Per your Leisure Advertising Funnel, for the summer evaluation exercise, can you provide KPI goals for each of the five funnel categories? Or at least some level of prioritization? - DTPB has several KPIs in place for Fiscal 2018 (October-September). Marketing has TDC Performance Objectives to achieve as well as advertising metrics. Both are listed below. TDC Performance Objectives: - Grow Consumer, travel trade and meeting planner database to 357,000 - Grow advertising impressions to 630,000,000 - Grow website traffic (desktop, mobile and tablet) to 1,600,000 unique web visitors. Advertising Metrics for Evaluation: - Increase awareness in feeder markets - Cost Per Engaged Visit to Website