Okaloosa County BOCC — November 5, 2013 — MDRG Purchase Order — reading text

APPROVAL FORM PURCHASES UP TO $25,001 - $50,000 DATE: 10/15/2013 SUBJECT: PURCHASE APPROVAL I, Item(s) to be purchased: MARKET RESEARCH FOR AIRPORTS RENAMING 2. Quotes received as follows: a MDRG...o ec ceccccccseccceccueeceneeeeeuees $35,450.00 b MARS RESEARCH. .........0..ccc cee eeeeeee $35,000.00 Cc re NO RESPONSE d BRAND INSTITUTE... .0...ccccccsecceeececeees NO RESPONSE 3: Budget Account # 4201-54800] 4, Funds Available: Yes (If No, explain under Remarks) Ss Purchase From: MDRG ROUTING & APPROVALS: PLEASE INITIAL, DATE & FORWARD TO THE NEXT PERSON ON THE LIST. Date Approved /9-(S-0) 6. Purchasing Director: 7. Department Director: (If this is a line item in your budget, you MUST i de a/copy of your budget worksheet.) Spt Oe JO/DS7 /12 8. County Administrator: Remarks: RECOMMENDATIONAFTER AIRPORT REVIEW Sey Sere at fected Cre, / a Dennis Donaldson From: Sent: To: Subject: Larica Redmond Monday, December 09, 2013 8:14 AM Dennis Donaldson FW: DRAFT - Research/Branding Contract From: Mike Stenson Sent: Monday, October 14, 2013 12:03 PM To: Larica Redmond Subject: DRAFT - Research/Branding Contract We received two proposals for the research and branding of the airports. One was from Mars Research and the other was from Market Dynamics Research Group (MDRG). The MDRG proposal provided a much better background on the history, staff and successes of the company as well as the many clients they have worked with. In addition, their research objective seeks to not only solicit the opinions and views of those in the region, but surveys a much broader area in large cities throughout the U.S. The cost of MDRG proposal is $35,450, which is $450 higher than Mars, but the travel costs are included in their proposal and not in the Mars proposal. | recommend to award the contract to MDRG. Michael J. Stenson Deputy Director Okaloosa County Airports (850) 651-7160 Ext. 4 www. FlyVPS.com PURCHASE e OKALOOSA COUNTY cl ORDERNO. 22400175 BOARD OF COUNTY COMMISSIONERS eee SEND ALL INVOICES TO: FLORIDA SALES TAX EXEMPT OKALOOSA COUNTY FINANCE DEPARTMENT #85-8013105818C-2 302 N Wilson Street, Suite 203 Sadak PSCINENTIIOATION = D Crestview, FL 32536 #59-6000765 21400012 FAX: 504-821-1908 N W FLORIDA REGIONAL AIRPORT MARKET DYNAMICS RESEARCH GROUP 1701 STATE ROAD 85 N 3112 CANAL STREET EGLIN AFB FL 32542 NEW ORLEANS LA 70119 ATTN: MIKE STENSON-850-651-7160 orpeR DATE: 10/28/13 suver DENNIS REQ.#: R1400020 req. DATE: TERMS: NET 30 DAYS FoB: DESTINATION DESC: DESCRIPTION UNIT PRICE EXTENSION ITEM NO QUANTITY Northwest Florida Regional Airport desires to receive quotes from research firms to explore perceptions of and experiences with airports in close proximity to Okaloosa County including Okaloosa County airports and select one final vendor. Research objectives are as follows: Explore the role of airport convenience in the selection of beach destinations Explore an understanding of customer behavior and preferences when choosing among airports in Northwest Florida and what barriers are involved in airport selection. Explore perceptions of the airport, and how it compares to other airports in the area or in general. Explore ways the airport enhances the leisure/business travel experience. Explore expectations for and experience with the airport-comfort, amenities, convenience easy in and out, easy to navaigate, etc. DEPT NO. ACCOUNT AMOUNT PROJECT CODE PAGE TOTAL $ AUTHORIZED/APPROVED SIGNATURE ~—— @Boxaroosacounry @ _ BOARD OF COUNTY COMMISSIONERS . a SEND ALL INVOICES TO: — / ba nes CRs ‘OKALOOSA COUNTY FINANCE DEPARTMENT ee te 302 N Wilson Street, Suite 203 _ Crestview, FL 32536 : 21400012, FAX: 504-821-1908 A REGIONAL, MARKET DYNAMICS RESEARCH GROUP «1701 STATE ROAD 85 N- 3112 CANAL STREET _EGLIN AFB FL 32542_ NEW ORLEANS LA 70119 ee ATTN: MIKE STENSON-850-651-7160 ORDER DATE: “10/28/13 wwvee DENNIS -REQ.#: R1400020 req pate: ITEM NO. TERMS: — NET 30 DAYS FOB: DESTINATION __ DESC: DESCRIPTION UNIT PR : ENSION Explore reactions to specific words and phrases. {to describe Okaloosa Sey airports and competitor SS airports) ee Explore alternative names to “Northwest Florida Regional Airport (VPs) and Destin Airport (DTS) to make each airport name more recognizable/ identifiable not ony ot Se but to those Dhrougnoye the country. Ol 1.00 EA RESEARCH FIRM TO EXPLORE PERCEPTIONS OF 35450.0000 35,450.00 AND EXPERIENCES WITH AIRPORTS IN CLOSE PROXIMITY TO OKALOOSA COUNTY DEPT NO. ACCOUNT. = “AMOUNT “TPROJECT CODE | AL 35,450.00 _ 4201 548001 35,450.00 35.450,.00 AUTHO ORIZE / D/APPROVED SIGNATURE : Okaloosa County Crestview, FL 32536 @ 850-689-5960 Board of County Commissioners REQUISITION VENDOR 1. This form DOES NOT @.. an order NOTE: 2. Please quote unit and extended price. PAGE 1 3. Indicate availability. — 4. Print or stamp company name, address and phone number on each page REQUISITION-R1400020 REQUESTED; REQUIRED (| APPROVAL AT BUYER 09/30/13 Zito OF TS | aipsdar DENNTS SHIP TO AT VENDOR 21400012 N W FLORIDA REGIONAL AIRP 1701 STATE ROAD 85 N EGLIN AFB FL 32542 MARKET DYNAMICS RESEARCH a 3112 CANAL STREET NEW ORLEANS LA 70119 ATTN: MIKE STENSON-850-651-7160 rs 2s - SOK ia q@ fec $e1GHT U DESTINATION St Count fh om Ce Lh /ST_ COMMODITY STOCK NO QUANTITY. UOM UNIT PRICE een! follows: selection. travel experience. airports) not ony ot locals, 4201 548001 Northwest Florida Regional Airp quotes from research firms to e and experiences with airports 1 Okaloosa County including Okaloosa County airports and O| RESEARCH FIRM TO EXPLORE PERCEPTIONS OF AND EXPERIENCES WITH AIRPORTS IN CLO$E PROXIMITY TO OKALOOSA COUNTY — Explore the role of airport convenience in the selection of} beach destinations Explore perceptions of the airport, and how it compares to other airports in the area or in ge@neral. Explore expe¢ttations for and experience with the airport-comfort, amenities, conwenience easy im and out, easy to/navaigate, jetc. Explore alternative namé¢s to Northwest Florida Regional Airport (VPS) and Destiin Airport (DTS) to make each airport name more recognizable/identifiable but to those 1.00 EA ort desires to receive xplore perceptions of m close proximity to select one final vendor Research objectives are as Explore an understanding of cusjttomer behavior and preferences when choosing among Florida and what barriers are involved in airport coe airports in Northwest Explore ways|/the airport enhances the leisure/business Explore reactions to specific words and phrases (to describe Okaloosa County airports and competitor throughout the|country. 35,450.0000 35,450.00 35,450.00 _ PAGE TOTAL 35,450.00 Proposal to Conduct Naming and Branding Research for Okaloosa County Airports October 7, 2013 Requisition: R1400020 ™ 3112 Canal Street, New Orleans, LA 70119 | T: 504-821-1910 | F: 504-821-1908 | mdrginc.com lll MDRG Market Dynamics Research Group = BACKGROUND TO RESEARCH REQUEST The Okaloosa County Airport system is comprised of 3 airports, Destin Airport (DTS), Northwest Florida Regional Airport (VPS), and Bob Sikes Airport (CEW). DTS is predominately utilized by large private and corporate air craft. VPS is the commercial service airport for the Florida Gulf Coast. Bob Sikes Airport (CEW) services the defense and aerospace industry. VPS is the commercial service airport for the area with five airlines offering direct service to Atlanta, Charlotte, Chicago, Cincinnati, Dallas, Houston, Memphis and Tampa. More than 800,000 passengers per year utilize the airport. In 2007, a new terminal was completed. VPS competes with airports at Pensacola and Panama City for visitors to the area. Both airports are about one hour on either side of VPS. Approximately 5 years ago, VPS was renamed from Okaloosa Regional Airport to Northwest Florida Regional Airport in an attempt to clarify its location and identity given the general lack of consumer awareness of Okaloosa County. VPS’s location within Eglin Air Force Base and the Ft. Walton Beach name at the gate further exacerbate consumer confusion. Additionally complicating the identity issue is the airport IATA code, VPS, which stands for Valparaiso—an equally unknown geographic area. The IATA code, however, cannot be changed—although it could be informally associated with something more meaningful to consumers (i.e. Very Pretty Sand). DTS, which services private and corporate air craft, is a general aviation facility with full-service amenities located at the south end of Okaloosa County. Its name, Destin Airport, has caused consumer confusion. There are numerous examples of consumers showing up at DTS looking for a commercial airline. The name should probably more accurately reflect its service as an executive airport. Currently all three airports are separately named and consequently lack a cohesive branding platform. Okaloosa County Board of County Commissioners is seeking to develop a naming and branding platform that identifies and unifies the 3 airports and ultimately & promotes the airports and increases traffic. However, given the unique nature of CEW, it has been determined that the naming and branding platform will exclude CEW and focus on DTS and VPS. lil M D RG Page 3 Okaloosa County Airports Market Dynamics Research Group The research proposed herein will seek input from leisure/business travelers to identify the most compelling names and positioning opportunities. It consists of a qualitative exploratory phase and a quantitative survey phase. The results of the research will identify the optimal names, determine the appeal of a combined naming structure, and uncover the optimal positioning for the two airports. | M D RG Page 4 Okaloosa County Airports Market Dynamics Research Group WHO WE ARE Who i ho is MDRG? We are a research partner to our clients. We partner with clients to develop tailored research solutions designed to address specific business decisions. We’ve been doing this since 1994. Here’s how we describe what we do... It all starts with a Question. The right Question, cause adi th Conversation.: A Conversation: leads toa Relationship. Anda Relationship lea ids te the exactly wae you: need. Not just some “nice to:know” data. At MDRG, askin p ‘the. right: questions i isn’t an atcident. It's Whos we are. It’s how we qd bus! [ fact, vs i helping our ‘clients make smart business decisions. : Market Dynamics Research Group | | M D RG Paaes Okaloosa County Airports We begin with discovery. On day one, we meet with the client to ensure a thorough understanding of the business, the target market, the current situation and the precise decision that the research will inform. MDRG’s highly qualified researchers conduct thought-provoking discovery that results in Creative ideas and research solutions. We are accessible to our clients. Our research team understands the importance of meeting deadlines and being instantly 3) available to our clients. We wring out the data. We painstakingly study every bit of data to allow our clients to design the smartest Strategies for their businesses. We deliver results. MDRG’s research directly addresses clients’ unique needs and allows them to make more informed decisions and ultimately reach business goals. Market Dynamics Research Group | | | M D RG PageG Okaloosa County Airports DYNAMIC RESULTS Whether it’s an informative report or an insightful focus group, our dynamic deliverables are customized to meet each client’s needs. Deliverables include: Comprehensive Reports Our PowerPoint reports include detailed research findings, as well as “Insights and Actions” that point to key considerations for management. Strategy Workshops and Meetings @ Following a research study, we meet with clients to explore the findings and develop short-term and long-term business strategies. Audio Summaries and Clips. There’s nothing like hearing it straight from the customer, which is why our