Digital RFP Questions and Answers

Transcription

1 Digital RFP Questions and Answers November 1, Are you interested in accepting proposals from outside of Alaska (or the USA)?, we are open to accepting proposals from outside the country. 2. When you say that the CRM should, help manage ATIA s sales relationship with advertisers are you hoping to replace the Your Membership platform? t for this scope. The Your Membership platform is used for ATIA s membership management. All association activities will be kept separate from sales activities related to the State of Alaska s tourism marketing program. 3. What is the plan for the leads program? Are you planning to run that internally including the distribution of the s? Presumably this will cause the separation of the leads program from the marketing program. What is the plan for tracking opt outs and other usage between the two systems? Should that be considered as part of the scope of work in this component? A: The scope for component 3 is to track the leads but not administer a separate leads program. The CRM should be able to integrate with the system being used, currently MailChimp. 4. Where do meetings typically take place? A: In-person meetings typically take place in Anchorage, Fairbanks or Juneau. Committee meetings take place telephonically. 5. Is the current contractor eligible for this work? 6. What are the project budgets for Components 1 and 3? A: We are looking for competitive budgets from the proposers based on the requirements described in the RFP. 7. For Component 3 s timeline, the RFP states that the system must be fully functional by June 30 th, However, the contract term does not start until July 1, 2018 and January-June 30 th, 2018 is listed as a transition period. Please verify the dates of the transition period and when the system is expected to be functional. A: For component 3 we anticipate work to begin on the CRM beginning January 2018 with it fully functional by June 30, During the transition period from January through June, we will utilize our current data management system until the new system is built and performing. 8. What technology/ies do you use to track and report on digital marketing? A: Google Analytics

2 9. Do you have target user profiles or demographics? Please share A: Please see resources listed in RFP 10. What are your key online objectives and the main KPI's you would like the successful bidder to report on? A: We would like the proposers to make those recommendations 11. Could you share an event calendar for 2018 (if already in place)? A: While not in place yet, it will look similar to the calendar for 2017 found on TravelAlaska.com 12. What is the preferred format for the response? PPT or Word? A: Either is fine 13. Could you share your brand guidelines? A: They are currently being revised 14. Can you provide us with an overview of previous digital marketing activities in the following countries (DE, JP, MX, ES, KO, CN)? A: We have not had the resources to conduct digital marketing campaigns overseas. The scope of this RFP should only focus on domestic marketing activities while simply maintaining the int l websites. 15. Can you provide us with a "cooperated marketing program" example? A: please see the RFP for resources 16. Are there any known issues with your current web analytics tools? 17. Are the travel costs included in the budget? A: Travel costs would be part of the budget 18. Could you please provide us access to your web analytics tools? A: We will not be providing access to our analytics 19. Are you creating brand new localised content? Or are you localizing from English? A: We are localizing from English 20. Would you consider splitting Component 1 of the brief between web maintenance and SEO? A: We would like to keep these functions together but are open to a partnership between two companies in one proposal. A proposal that only addresses one will be considered incomplete. 21. Would you consider a bidder that recommends moving away from Sitecore? A. Yes 22. Have you conducted any SEO focused content marketing in the past? A. Not recently

3 23. Did you previously implement influencer collaborations (national, international influencers)? 24. Is there an option to create additional social media channels if research and data show a valid necessity for it? 25. Does ATIA have any current APAC social presences in place? 26. Can we get access (as editor) to you current FB page to analyse the current follower profile? A: We will not be providing editor access to social media accounts 27. How is online social performance currently measured for ATIA (Google Analytics / Adobe Site Catalyst, channel internal insights.)? A: We use Keyhole and insights from each social channel 28. How long has the Sitecore CMS build been in place? A: Approximately 8 years 29. Has Sitecore performance met or exceeded expectations to date? (e.g. uptime performance, versatility), it has met expectations 30. Does ATIA expect responders to do a complete spec digital plan, creative/design, and other associated elements? A: We expect recommendations on examples of media buys, budget allocation per channel and agency costs along with identifying goals, ROI and how each buy will meet those targets 31. If deliverables include concepts and creative design, does ATIA expect this to be completely new, or an extension of an existing ATIA campaign (e.g. your current print ad creative theme)? A: Proposers should expect to work with current advertising agency to follow new brand guidelines and concepts. 32. Are you currently using a CRM and have you evaluated any CRM systems for possible use? A: We currently do not have one CRM that meets the criteria we are looking for as outlined in the RFP and are using the responses from the RFP to evaluate potential systems. 33. Is it possible to gain access to the winning bid (response and price) from the last RFP? A: We are not sharing that information 34. How much digital research do you have on your existing customers? A: In addition to the research listed in RFP we are in the midst of an 18 month website user and conversion study. We do not have results at this time.

4 35. Is there room/a need for a secondary audience (beyond the target audience outlined on page 5 in the RFP) for potential growth? 36. What are your top pain points with your sites and apps today? A: We are interested in proposers identifying 37. Should the chosen agency plan to create all content for the website including photography, videos and copy? A: The agency won t have to create content for the website but will need to curate it for placement 38. Do you have an existing translation service or are you looking for the selected partner to recommend one for the ongoing site maintenance (page 7)? A: There is an existing translation service that is a sub-contractor of the current website contractor. We are open proposers recommendations. 39. Has it been determined what the FY 2018 budget will be for the sites/apps? Is this budget inclusive of necessary software, hardware, licenses, etc. to run the site? 40. What type of team makeup is available from TravelAlaska to work with the chosen partner on this project? Can you provide number of people and responsibility? A: Project Manager, Copywriter and Co-Op Marketing Sales Manager are the three main positions at ATIA that will work with the website contractor 41. When it comes to priority of messaging and functionality how do the site(s) and app differ from one another? A: Priority is currently placed on the website 42. What security issues have you experienced in the past, if any? A: We haven t had issues 43. Is the current website integrated with any other third-party applications? If yes, which ones? A: Please see the RFP 44. Does a content calendar currently exist for the website? 45. There is mention of a User Generated Content System on Page 7. What system/service, if any, is the team currently using? A: ATIA is in the process of researching a UGC system to use

5 46. Does the team currently have varied story formats outside of still photography? e.g. video, motion graphics, etc., there are also video assets 47. If awarded the work, would we have access to existing social media playbooks or guidelines? Or would we be expected to build those prior to campaign development?, you would have access to existing guidelines but open to further development and refinement 48. Is Community Management included in this scope maintaining and responding to public with a consistent and authentic voice? A: As required 49. Are you using Facebook Business Manager? 50. Are you segmenting your list currently? Is it based on personas? A: The list is segmented but not currently based on personas 51. Are you open to using other service providers other than MailChimp and Mandrill? 52. $100K or above will go to a committee - is that total or per component if we build all 3 components? A: It is per component 53. Is there a particular reason that this is going out to bid at this time? A: ATIA is following our internal purchasing policy 54. Are you wanting to have a complete seamless and integrated program?. ATIA expects contractors and project manager to work together and have an integrated program 55. What Sitecore features are covered within your existing license purchase or quote? Is the licensing model consumption or perpetual based? A: Perpetual license with annual maintenance renewal 56. ATIA requires contractor to maintain all aspects of the website including necessary software, hardware, licenses, security and content. Would ATIA be licensing these components from any third parties directly? A: The contractor would be responsible for ensure all licensing but it will be in ATIA s name 57. Is there a backlog of requirements of the current 6 websites that need to be implemented and enhanced?

6 A: Sure. There are always aspirational changes we want to implement but budget dictates priorities 58. RFP was stated that the scope is not a complete redesign but then at the end of the same paragraph is says Design, content and navigation should successfully convey the Alaska travel brand... What are the required design elements? A: The contractor will work with the current advertising agency to follow brand guidelines 59. What version of Sitecore are you currently running? A: SiteCore Version In paragraph 2 of Component 1 Website, ATIA describes a need for application-level support, while infrastructure is hosted by a separate contractor. Is ATIA open to considering a full support model for both infrastructure hosting and application level support from a single solution integrator? t at this time 61. ATIA is asking the vendor to provide the online store software, would ATIA be open to solution integrators implementing packaged software (ATIA would license with a 3 rd party commercial software company) and customize solutions rather than directly sell/license commercial software for the solution? 62. It is stated an existing online store solution is currently written in.net - is it a correct assumption ATIA already has a robust ecommerce solution in place that was custom built, and ATIA is asking for an integration partner to support and extend the current custom.net solution? Or is ATIA considering adopting a more robust, off the shelf ecommerce platform to integrate with Sitecore? A: We are open to recommendations 63. Who performs security testing and validation of the proposed solution? A: The awarded contractor 64. Do you currently have tool sets in-house to support load and performance testing? t in-house 65. What is the current Architecture and server count for the 6 current websites? A: Production and test environments each consisting of SiteCore, Database and Web servers 66. What is the current or target environment uptime, client-side response time (page load performance) SLAs of the proposed solution? A: 99% uptime 67. What percentage of your traffic is from international customers? What international regions comprise the majority of your traffic?

7 A: 17% of site visitors are international. Top countries are Canada, UK, Australia, India and Germany. 68. What is your current Sitecore contracted/quoted support level agreement? A: Annual Standard Support Bronze 69. What is the expected support coverage model (M-F, 8-5 or 24/7)? What are the expected time to response SLAs during support hours? A: Contractors should be very responsive. Support should be immediate should site not function. Other issues should be discussed with client to determine an appropriate timeline to address. 70. Is the use of offshore personnel for support acceptable? 71. Are content authors co-located or geographically dispersed? A: Geographically dispersed 72. Does ATIA have a service desk that triages initial support requests? 73. Will the contractor process incidents submitted by website users? A: Contractor will respond to Client 74. What is the incident volume for the current sites? A: Low 75. Does ATIA have a Service Desk Tool in place that the vendor will be required to use? 76. The budget for component 2 is $1,000,000 - is there a basis for this amount? A: ATIA can not project future marketing budgets or allocations. This budget was chosen to provide comparable parameters between proposers. 77. What are your goals for your SEM campaigns and how would you define a successful SEM campaign? A: We would like the proposers to address this 78. Will the winning bidder have access to ATIA s existing campaigns? 79. Is there an estimate of funding available from travel members for cooperative opportunities over/above the $1MM budget?. Businesses participate in programs based on how well it performs 80. Will Travel Trade digital be included in this budget or is that being handled directly? A: For the scope of this proposal, travel trade is not included

8 81. Please confirm OTAs (i.e. Expedia) and travel review sites (i.e. TripAdvisor) fall under and are to be considered under this component? 82. You mention that the winning bidder will have access to Google Analytics. Does that mean they will have direct access to place tags and set conversions? 83. Is there an ideal budget split between paid media, SEM, Content Marketing and Owned Social? A: We are looking for proposers to define the split 84. What is the budget for the CRM? A: ATIA is looking for competitive proposals that meet our needs 85. Is the ATIA open to cloud solutions for CRM? 86. Approximately how many users would access the CRM solution? Would all users require full read and write access, or would some just require read access to lead and reporting data? A: At least ten users would be required. Most would just require read access 87. Can you provide the algorithm or an example of the algorithm you would like to use to predict behavior? A: An example would be to determine based on historical responses, which leads have a high likelihood of traveling by cruise 88. The first sentence of paragraph 2, Component 3 highlights that proposals should include ongoing support and maintenance. The second sentence highlights that the contractor will not be responsible for managing the leads program once the system is in place. Our assumption is that support and maintenance will include the technical support and maintenance of the system such as system configuration, user management, password resets, etc. The leads program will be ATIA s staff and users of the system that input leads, manage leads, and review lead reports and analytics. Is this an accurate understanding of the intended scope for support and maintenance?, that is a correct interpretation 89. Will the CRM provider have some influence/recommendation on the /website marketing solution that will be collecting information and expected to integrate with the CRM?. ATIA will seek all contractor recommendations. 90. Does the $100,000 budget line, as referenced in Section 6, reflect the initial first year implementation budget or an annual budget? A: The $100,000 referenced in Section 6 reflects ATIA s purchasing policy that any contract awarded over $100,000 needs to be reviewed by an appropriate committee. It is not a budget for the work. 91. Does the CRM system you are looking include fundamentally new capabilities? Or is it more an extension of what you currently have? A: We currently do not have one CRM that meets the requirements outlined in this RFP.