November 23, 2016 Rhode Island Commerce Corporation ADDENDUM NO. 001 Questions & Answers REQUEST FOR PROPOSALS Business Attraction Advertising and/or Public Relations Agency(ies) The Rhode Island Commerce Corporation is soliciting a Request for Proposal (RFP) from a qualified firm or firms to retain an advertising and/or public relations agency to assist with the strategy and execution of a comprehensive, statewide business attraction initiative. An RFP has also been released for a Tourism Advertising and/or Public Relations Agency(ies) and agencies are welcome to apply for both Business Attraction and Tourism Public Relations or Advertising sectors if applicable. Please note that questions below are taken verbatim from email communications received from prospective agencies. Question #1: The RFP indicates that separate firms may be selected for Advertising and the Public Relations scope of work. We see an emphasis in the RFP on research and analytics. Would the Rhode Island Commerce Corporation consider independent experts to assist in research and analytics to support the chosen advertising and/or PR forms, or is research considered only within the context of deliverables under the sole responsibility of the advertising or PR firms directing the campaign? Answer #1: Contracting independent experts for research and analytics is not relevant to the RFP. Question #2: With respect to the public relations component of the RFP will the focus be solely domestic or also international? If international are there specific geographic markets you ll want to target? Answer #2: The Corporation is promoting Rhode Island s unique assets and advanced industry strengths to global audiences. Any strategies targeting specific markets will be developed by the successful agency and the Corporation. Question #3: Is any of the public relations budget to be allocated towards trade to help RI businesses grow their market share within specific geographic markets (ie: doing PR around international trade missions?) Answer #3: That strategy will be developed by the successful agency and the Corporation. Question #4: Are you open to working with out of state public relations agencies?
Answer #4: This RFP is open to all advertising and public relations agencies. Successful agencies will show superior insight and understanding of economic development and Rhode Island s economy. Question #5: The RFP indicates that agencies can either respond to advertising, or public relations or both. Since tourism is such a large economic driver for the state of RI are you looking to hire two separate public relations agencies one focused on tourism and one focused on business attraction? Or are you looking to hire one public relations agency to handle both? Answer #5: The Corporation is soliciting a Request for Proposal (RFP) from a qualified firm or firms to retain an advertising and/or public relations agency to assist with the strategy and execution of a comprehensive, statewide business attraction initiative. An RFP has also been released for a Tourism Advertising and/or Public Relations Agency(ies) and agencies are welcome to apply for both Business Attraction and Tourism Public Relations or Advertising sectors if applicable Question #6: Can you share any insight about budgets allocation for the PR work? For example say out of a budget of $100K what percentage would go towards tourism PR and what percentage would go towards business attraction public relations? Answer #6: The budget is part of the strategic planning process and will be formulated in partnership with the successful agency. 2016 allocations were $840K for Business Attraction. Question #7: What is the current breakdown of international vs. domestic advertising and do you envision any changes to that mix going forward? Answer #7: That strategy will be developed by the successful agency and the Corporation. Question #8: What are the 2016 budget allocations for Business Attractions? What % of the budget is allocated to advertising? What % of the budget is allocated to public relations? Answer #8: 2016 allocations were $840K for Business Attraction. The figure will change in the new fiscal year based on the new strategy. Question #9: What trade shows and conferences did you attend last year for Business Attractions? Which were judged to be the most successful & why? Answer #9: The Corporation attended various domestic and international trade shows and conferences including Bryant University s World Trade Day, Big Data Innovation Summit, SelectUSA and Hannover Messe. Each conference targeted different audiences and achieved its objectives.
Question #10: What do you perceive to be the biggest challenge to your ability to attract business to Rhode Island? Answer #10: Limited resources. Question #11: Could you characterize the process in which the State currently uses to prospect / inform / convert out-of-state businesses? Answer #11: The current process is not relevant to this RFP. The strategy for future processes will be developed by the successful agency and the Corporation. Question #12: Do you have geographic target priorities? Answer #12: The Corporation is promoting Rhode Island s unique assets and advanced industry strengths to global audiences. Question #13: What is the KPI for this initiative? Answer #13: Strategic planning is part of the contract and not part of this proposal submission. Question #14: Can you elaborate on what civic engagement means in the Background section. Answer #14: Civic engagement refers to collaborations with Rhode Island citizenry, businesses, trade associations and other non-government groups. Question #15: It seems that there is a trinity of effort required: Travel tourism to RI, Retention Tourism within RI and Business Attraction. And that these three efforts would be better served if they were integrated. Is Commerce RI structured to handle that? Answer #15: Marketing is a single unit at the Corporation and is managed by the Chief Marketing Officer. Question #16: Do you have priorities within each target industry segment when it comes to growth potential? Answer #16: That strategy will be developed by the successful agency and the Corporation.
Question #17: What more can you share about the businesses you are targeting beyond industry? Are you focused on recruiting businesses of a certain size? Answer #17: The Corporation is engaging global business audiences that could benefit from Rhode Island s unique assets and advanced industry strengths. Question #18: Can you provide a sense of focus on in-state visibility building versus visibility building with outof-state businesses? Answer #18: The Corporation maintains a dual focus on in-state and out-of-state visibility building. Messaging should support that focus. Question #19: What are your current strategies/tactics in place around advertising? What is working well/not well, and why? What needs to work harder for RI Commerce Corporation? Answer #19: Strategic planning is part of the contract and not part of this proposal submission, including evaluation of past or current performance but we are looking to execute a varied media mix in 2017. Question #20: What are your current strategies/tactics in place around PR? What is working well/not well, and why? What needs to work harder for RI Commerce Corporation? Answer #20: Strategic planning is part of the contract and not part of this proposal submission, including evaluation of past or current performance but we are looking to execute a varied media mix in 2017. Question #21: What are your current strategies/tactics in place around social media? What is working well/not well, and why? What needs to work harder for RI Commerce Corporation? Answer #21: Strategic planning is part of the contract and not part of this proposal submission, including evaluation of past or current performance but we are looking to execute a varied media mix in 2017. Question #22: What specific social media channels are you prioritizing for 2017-2018? Answer #22: The Corporation seeks a strategic partner that evaluates current market conditions and develops an integrated marketing plan to reach primary audiences. This includes the social media strategy.
Question #23: What have been your top wins in earned media? In paid media? In social? Answer #23: Strategic planning is part of the contract and not part of this proposal submission, including evaluation of past performance. Question #24: Of the tactics listed, can you advise on the mix and volume by market? For example, does media relations represent 50 percent of your activity versus advertising at 20 percent? Answer #24: That strategy will be developed by the successful agency and the Corporation. Question #25: What strategies and tactics are you looking to execute in your priority international markets in 2017-2018? Answer #25: This RFP asks proposers to demonstrate, through example, their familiarity in the international market. For this purpose, strategic planning is part of the contract and not part of this proposal submission. Question #26: Which business and news media outlets are on your wish list for coverage? Answer #26: The Corporation seeks a partner that will suggest target media. Question #27: Who would be your top spokespeople/resources from RI Commerce Corporation as well as business advocates for media relations? Answer #27: For the purpose of this RFP, the spokesperson will be the Corporation s Chief Marketing Officer Lara Salamano. Question #28: Can you provide a sense of the size and scope of your anticipated advertising spend going forward? Answer #28: 2016 allocations were $840K for Business Attraction. The figure will change in the new fiscal year based on the new strategy. Question #29: What is your current allocation across broadcast, print, digital and social in terms of advertising? Answer #29: 2017 will not mirror any previous year.
Question #30: What was the 2015-2016 advertising budget both for U.S. and international? Answer #30: 2016 allocations were $840K for Business Attraction. The figure will change in the new fiscal year based on the new strategy. Question #31: What was the 2015-2016 PR budget for U.S. and international? Answer #31: 2016 allocations were $840K for Business Attraction. The figure will change in the new fiscal year based on the new strategy. Question #32: Do you require support in constructing a master brand narrative? Answer #32: The Corporation looks to the successful agency to assist us with positioning our brand in the marketplace. Question #33: If the RFP were awarded to one agency for advertising and a different one for PR, where would ownership of social media strategy sit? Answer #33: Social media will be an effort of the Corporation s marketing staff with influence from our public relations and advertising agencies. Question #34: What percentage of your budget do you expect to allocate between earned and paid? Answer #34: Strategic planning is part of the contract and not part of this proposal submission. Question #35: What role do you see media integration and native advertising playing? Answer #35: The Corporation expects that all marketing efforts be integrated as part the new strategic plan. Question #36: When it comes to past PR campaigns, what have been your biggest obstacles and challenges that your selected agency would most likely face? Answer #36: Past performance is not relevant to this RFP. Question #37: At the end of the program in June 2018, what results would you like to see from your PR
investment? What specifically do you wish to achieve so that you know the campaign was a success? Answer #37: The Corporation will use standard KPIs to measure performance and success. Question #38: Is it possible that you may select more than one public relations agency for the PR portion of the agreement and have them work together? Answer #38: We are seeking one agency for public relations but an agency may apply for either the Public Relations or Advertising scopes of work, or both. Question #39: The RFP mentions the state s MBE requirements. Our firm is a registered MBE. However, is this status given any weight or consideration in your evaluation criteria? Does the state requirement still apply if the MBE is a subcontractor to the selected agency, rather than a prime contractor? Answer #39: The evaluation criteria are those set forth in the RFP. Question #40: What is your budget range for the PR services portion of this RFP (excluding advertising)? Answer #40: That will be part of the planning process with the successful agency. We encourage agencies to submit suggested vendors along with comprehensive pricing and a rate sheet for all services. Question #41: In managing your social media internally, does that include paid social media? Answer #41: No. We will look to the agency to include this as part of the strategic plan. Question #42: What are the tools you currently use for analytics and measurement of your campaign s KPI s? Answer #42: Standard measures associated with advertising placement, earned media and social media platforms. Question #43: How often do you typically have face to face meetings with your agency, please break it out by Advertising and Public Relations? Answer #43: At minimum, meetings will be held monthly and in some cases, they may be done virtually. Question #44: What is the working budget for this initiative?
Answer #44: The figure will be determined in the new fiscal year based on the new strategy. Question #45: Will you have separate teams managing the two initiatives, tourism and business attraction, and whom will chosen firms report to? Answer #45: Firms will report to the Corporation s Chief Marketing Officer, under which there is a Director of Tourism and a Director of Business Attraction. Question #46: Do you have new research you can share? Answer #46: This is ongoing and will be shared with the successful agency. Question #47: How many staff will evaluate each proposal? Answer #47: Please revert to the Criteria for Selection section of the RFP as it explains how the selection committee will be populated. Question #48: How should agencies provide video examples in printed RFPs. Thumbdrives? Answer #48: Yes. Question #49: Can agencies submit combined solutions for the two initiatives if deemed relevant? Answer #49: Per the first paragraph of the RFP, proposers are invited to respond to either the Public Relations scope of work, the Advertising scope of work or both. If applying for both, each must have a separate proposal. ***End of Addendum ***