Purchasing Services SVC East Fowler Avenue Tampa, Florida (813) Web Address:

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1 Purchasing Services SVC East Fowler Avenue Tampa, Florida (813) Web Address: May 23, 2017 Invitation to Negotiate No. Entitled: MH Digital Advertising & Media Buying Services Opening Date: June 05, 2017 at 3:00 p.m. Addendum No. 1 Review the following changes/additions/clarifications to Invitation to Negotiate (ITN) No MH Digital Advertising & Media Buying Services to be addressed in submitted proposals: Below are USF s responses to vendor questions, USF responses are in red. Vendor Questions for ITN MH 1. Whether companies from Outside USA can apply for this (like, from India or Canada)? Yes, but experience in the Florida market, specifically the Tampa Bay area is required and preferred. 2. Whether we need to come over there for meetings? Still to be determined. 3. Can we perform the tasks (related to RFP) outside USA (like, from India or Canada)? Yes.

2 4. Can we submit the proposals via ? No, Proposals and/or amendments will not be accepted at any time via facsimile or electronic mail. For a full description re. Section II, item 1 opening Note to Vendors. 5. The acknowledgement form needs to be send in advance or just needs to be included with the final package to be submitted on June 5th? The acknowledgement form should be included in each vendor s proposal as stated in section III, item VII, and Tab A required documentation. 6. On Section III, sub-section V.2 & V.3 you are asking about agency's experience in the Tampa Bay marketplace; is this part of the selection criteria? Will the media campaign be limited to this market? As a global agency based out of Miami, FL we have purchased and executed media plans all over the world, including but not limited to the Tampa Bay marketplace, but not specifically limited to it. Global experience is fine, but experience in the Florida market, specifically the Tampa Bay area is required and preferred. 7. On Section III, sub-section V.11: Will tax returns suffice? We believe this to be a more accurate read than a letter from our financial institution, please clarify. A vendor may submit the financial documentation they think is best for their firm, the examples called out in the ITN are not meant to be a complete list of acceptable documents. 8. Section III, sub-section VI: Is campaign only to run in Florida? Or is USF trying to reach out to international or out-of-state students as well? The campaign will only be run in Florida for the most part, there may be exceptions on a case by case basis. 9. Section III, sub-section VII. Tab B: On the first bullet of the Tab B it states: Vendors response to the Scope of Services listed re Section III, Item III (1), (2), (3) and (4) on page these items are not questions, just a description of the Scope of Work, there are no questions posted. Can you clarify your expectations regarding the Agency s answer to this first bullet of the Tab B? A listing of the vendors experience and competencies in the items described. 10. A Standard ITN Form is mentioned on the Minority Vendor & Visa P-Card Certification form; could you let us know what that Standard ITN Form is?, or where can we have access to it? Is there a special presentation template or is this just in reference to the information requested, and therefore we can submit the proposal in our company s template but subjected to the Proposal Format described on Section III, sub-section VII? The Standard ITN Form is the Acknowledgement Form, which is the second page of the solicitation. 11. We understand that the scope includes working with University departments to identify campaign goals, targets and audiences. With that in mind, are you able provide any guidance on potential priority audiences for these services, as well as any guidance on universal or priority project goals? Audiences would include potential student recruits, alumni, and those with a general interest and/or affinity to the University. Priority would be to enhance the USF brand in specific markets while also being able to show an ROI and key metrics of the campaigns when applicable. 12. Are there any quantifiable metrics of success for this scope of services in the near term and long term? Being able to show ROI from dedicated campaigns is very critical when appropriate. 13. The RFP requests work in digital and traditional media planning. Can you provide guidance on the expected allocation of resources to each? For example, do you anticipate that 75 percent of the work executed will be dedicated to digital?

3 Specifically for Athletics 40-60% allocated for digital assets, but overall what makes the most sense to be able to strategically and efficiently achieve our goals. 14. Can we obtain 3-6 months of website analytics (sessions, users, page views, page/session, average session duration, bounce rate and top visited pages by sessions)? Reference attachment 1 to this addendum. 15. Can you provide insight into any 3rd party systems that the University uses that would be relevant to this scope of work (i.e. CRM, platform, text messaging, website CMS, paid advertising, analytics)? Specifically for Athletics Ticketmaster Archtics (type of CRM program), Ticketmaster Messenger E- mail platform, Facebook, Twitter, Instagram paid advertising. 16. What platforms does the University use for paid digital? Will the selected agency have access to these platforms / be responsible for managing, or will we work through a University contact who will facilitate? Selected agency will work closely with the marketing staff for each department and be responsible for managing and activating the paid digital platforms. University departments will handle organic digital campaigns. 17. Can you provide guidance on the type of analytics that the University is currently tracking / measuring? Analytics include but are not limited to Conversion rates, impressions, clicks, click through rate, revenue generated from campaigns. 18. Does the University have a current agency of record for these services? If yes, are they up for review? Or have any of these services been provided in-house? We have existing agreements with Wenstrom and Pyper Young, but neither of these is specific to USF Athletics. 19. How much, if any, is enrollment recruitment marketing part of these scope of services? If it is an element of the scope, can you provide insight into quantifiable goals (i.e. X% increase in enrollment), and how these goals relate to past performance metrics? Still to be determined. Not available at this time. 20. What University department will be leading the evaluation process? Athletics and University Communications and Marketing. 21. The RFP includes the potential budget range for FY 18 for Athletics. Is there any other guidance regarding the budget for working with other University departments? Athletics is the main focus for this ITN, but other USF departments will have the option to piggy-back on the resulting agreement. 22. Is this ITN specifically for USF Athletics or are there other departments/programs included? If the latter, please provide details. Athletics is the main focus for this ITN, but other USF departments will have the option to piggy-back on the resulting agreement. 23. If specifically for Athletics a. Would you please detail which of the 17 varsity teams spend advertising dollars? a. Football, Basketball, and select Olympic Sports b. How is this budget allocated per team? a. Overall spend for all teams would be between $120,000-$200,000 c. Is there any information into the seasonality of each sport spending dollars? a. August-December is a heavy time for spending. b. January-May is a mild spending time.

4 c. June-July is a low spending time. d. Who will be the decision maker(s) within this department? a. The athletics marketing staff will be responsible for the direction of the campaigns. e. How much budget is foreseen to be allocated to season tickets versus individual games (by sport)? a. In general, fans don t purchase season tickets via an advertising campaign, they are more likely to purchase individual game tickets via the advertising campaign. f. With football season beginning late August, has any media been planned or placed? If yes, would you please provide details and identify who has managed this. a. No media has been planned or placed at this time. g. Is the overall marketing strategy already created and, if so, would you please share with us? a. The overall marketing campaign is still in the process of being finalized. 24. Please quantify how many campaigns could potentially come under this ITN and this budget? Campaigns most likely would include a campaign for football, for basketball (combined men s and women s), and select Olympic sport campaign over the course of the year. 25. Is the budget of $120,000 to $200,000 a net or gross figure? This is a gross budget figure. 26. How will USF measure the success of the campaigns outlined in the ITN? Are there any key performance indicators (KPIs) established at this time? The ability to measure conversion rates and ROI from selected campaign is critical in order to determine the success of these campaigns. 27. With the bid being awarded on June 21st, what is the expected start date of the first campaign? The expected start time for the first campaign is mid-july. 28. Is there an incumbent agency? We have existing agreements with Wenstrom and Pyper Young, but neither of these is specific to USF Athletics. 29. If so, what agency? See answer to question Is there a potential for additional program budgets for the Fiscal Year 2018 (July 1, 2017 to June 30, 2018) beyond the published Athletics potential budget range of $120,000 - $200,000? Yes, there is a potential, but the awarded vendor is not guaranteed any level of business. 31. Are there other media budgets outside of Athletics? Or is the $120,000-$200,000 budget listed inclusive of everything including Athletics? USF departments will have the option of using the services of the awarded vendor, but there is no guarantee of additional engagements. The stated budget is for USF Athletics only. 32. Is the Athletics budget listed for digital media only? Or inclusive of all media including traditional? The Athletics budget listed is an all-inclusive gross budget figure. 33. Do you have a list of all departments that PP+K would be working with? Athletics is the main focus for this ITN, but other USF departments will have the option to piggy-back on the resulting agreement. 34. In regard to question 3 under required company information (below) what year or year(s) do you need our financial statements? Evidence, in writing, they maintain permanent places of business and have adequate

5 equipment, financial position (Balance sheet and profit/loss statement), personnel, and inventory to furnish the items offered satisfactorily and expeditiously, and can provide the necessary services. The most recently completed fiscal will suffice. 35. On page 26 under part 3, could you please clarify what 2% net 10 means? This is stating that the vendor would provide a 2% discount if USF paid within ten days of receiving a valid invoice. USF standard term is Net What university initiatives are expected to require servicing beyond the athletic department, i.e., undergraduate enrollment, graduate programs, distance learning, specialty certifications, etc? The agreement will be open for other USF departments to use if they so choose. There is no guarantee of additional engagement beyond Athletics. 37. If so, are you able to share the media budgets for these other initiatives in addition to what was identified for athletics in the ITN? See answer to question Will social media management and/or website redevelopment be required as part of the digital services? No, social media management and website development is not a part of this ITN. 39. Please clarify under Tab B, what type of response you would like to see in relation to the scope of work listed? A listing of the vendors experience and competencies in the items described. 40. Would you be able to share your current media buy, including results and added value details? Specifically for Athletics majority of the campaigns run from July-March with some exceptions in the May time frame. 41. What is the split between your traditional media buy vs. digital? Past splits have included 80% traditional, 20% digital. 42. Are you currently working with another traditional and digital advertising and media agency and if so, can you provide the company name and the services they currently provide for USF? We have existing agreements with Wenstrom and Pyper Young, but neither of these is specific to USF Athletics. 43. Is the budget of $120k-$200k inclusive of agency fees (hours vs. media budgets)? Is this the total advertising budget for all University Departments including Athletics? The stated budget is for USF Athletics only. If so, can you provide an estimated budget breakdown by department (e.g., Athletics A%, Student Affairs B%, Alumni Services C%, Miscellaneous D%)? See answer to question What tools/reports do you currently use to measure past campaigns success? Can you provide results for past campaigns? Key factors to determine success of campaigns is the ability to show ROI, conversion rates, and increased brand affinity. No specific tools are used in-house at the moment. 45. Does USF have any current media sponsorships we should be aware of or past sponsorships that have worked well in the past? Specifically for Athletics Tampa Bay Entertainment Properties handles all of Athletics corporate partnerships.

6 46. Do you have any local media commitments that will be in the market at the time GuideWell Connect executes the new media buy? If so, please provide the details. Specifically for Athletics no. 47. In what markets would we be placing advertising? Will it be Tampa only or other markets in the state and/or National? Most of the placement would be in the Florida market, specifically Tampa Bay, but exceptions outside of the state may arise. 48. Who are the primary target audiences for USF s digital and traditional advertising efforts (e.g., Tampa area residents, USF alumni in and outside Tampa area, potential athletes/students throughout U.S., current USF students, potential and existing business partners in Tampa area and throughout U.S., etc?) Audiences would include potential student recruits, alumni, and those with a general interest and/or affinity to the University. Priority would be to enhance the USF brand in specific markets while also being able to show an ROI and key metrics of the campaigns when applicable. 49. What is the timing for the campaigns we are discussing? Specifically for Athletics majority of the campaigns run from July-March with some exceptions in the May time frame. 50. What is the scope for trafficking media? How often is media trafficked? What is the frequency of creative rotation in the market? Selected agency will be responsible for all assets of the media trafficking. At the peak of the campaigns, flights would be trafficked multiple times over the course of a week. Each flight within the campaign will have different creative. 51. What level of coordination is needed for added value opportunities? Please define Facilitate efforts. Efforts should include the ability to seek out promotional trade opportunities such as ticket giveaways, on site promotional opportunities, as well as other engaging promotional initiatives. 52. Is the athletic budget an example of what budgets for other efforts might look like? No. a. If so, what is the estimated total budget across all efforts for this RFP period? No. b. If not, is the athletics budget the number we should plan against? Yes. 53. How many plans might be required overall for all sectors of the University? This is unknown at this time, this agreement will be available to all USF departments, but it is up to each department as to whether they will use the services. 54. What is the requirement for analytics reporting? How much information would be required on a weekly basis? A weekly reports should consist of all relevant digital metrics including but not limited to click through rates, conversion rates, revenue generated (if applicable), and impressions. 55. What other media types would be considered besides digital? All media types will be evaluated including outdoor billboard, print, radio, etc. 56. Would Tampa be the only market where media is purchased? If not, how many other markets might be included? Most of the placement would be in the Florida market, specifically Tampa Bay, but exceptions outside of the state may arise.

7 Note: Please note receipt of this addendum by signing and returning with your proposal response Authorized Signature & Date Print Name Company Name