Okaloosa County BOCC — August 16, 2016 — Digital Marketing Services RFP — agenda request

BOARD OF COUNTY COMMISSIONERS AGENDA REQUEST DATE: August 16, 2016 TO: Honorable Chairman and Members of the Board FROM: Ed Schroeder SUBJECT: Digital Marketing Services RFP DEPARTMENT: Tourist Development Department BCC DISTRICT: 2,4,5 STATEMENT OF ISSUE: Request approval to issue a Request for Proposals (RFP) for digital marketing services effective January 1, 2017. BACKGROUND: Staff requests authorization to issue a RFP to develop a digital strategy and media plan to position the Emerald Coast as the primary tourist destination on the northern Gulf Coast. This would include, but is not limited to, development of digital advertising strategy and media campaign; execution of digital advertising campaign; digital planning and buying; evaluation of advertising campaigns; assisting in/developing creative to reach campaign goals; optimizing media based on real time performance to achieve campaign goals; and maintaining and sharing knowledge based on best practices. Observations during a compliance audit of the County’s advertising agency were generally positive, though several areas for improvement were noted. Among them were deficiencies in the realm of digital media purchases. Specifically, the need for buying guidelines and more detailed reporting regarding geo-targeting and impressions served. Recommendations from the compliance audit have been incorporated into the RFP and will also be incorporated into contract language with the successful respondent. A digital marketing vendor should be able to provide more specialized expertise, greater audience reach, and better accountability compared to an ad agency. The successful respondent would be responsible for vendor payment and invoicing the County. A draft scope of services is attached. Additional discussion with purchasing staff will occur prior to issuance of the RFP, and the purchasing department will vet review committee members and handle all procurement processes. These services would be for digital marketing to be in market effective January 1, 2017. To garner the most responses and obtain the best services at the best price, staff recommends a two- year initial contract term. This also provides for continuity as a new marketing team is put into place. The following RFP review committee members are proposed: Deputy Director of Sales & Marketing, Convention Services Manager, Airports Financial Manager, and a member appointed by the Tourist Development Council at its August 25 meeting. The top three ranked respondents will be required to make a presentation to the RFP review committee. A recommendation from the TDC is not required to seek Board approval to issue a RFP. However, this item will be presented to the TDC for informational purposes as part of the marketing update at its August 25 meeting. OPTIONS: Approve or Disapprove RECOMMENDATION: Issue a Request for Proposals (RFP) for digital marketing services and appoint the aforementioned members of the review committee. RECOMMENDED BY: APPROVED BY: John Hofstad, County Administrator