Okaloosa County BOCC — August 16, 2016 — RFP Media Planning Services — reading text

Media Planning Services RFP This is a Request for Proposals (RFP) for interested vendors to submit their proposals to the County for consideration to provide media planning services. It is the County’s intent to select one vendor with a proven track record to develop a 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 media strategy and campaigns, media planning, evaluation of media campaigns, and maintaining and sharing knowledge based on best practices. Vendors desiring to respond must have experience providing similar services within the tourism industry. The annual media budget is $1.9M (print, online, television, radio, outdoor) for the following target audiences: Primary audiences include adults and families with discretionary travel dollars (the leisure market) and travel industry professionals such as group meeting planners (SMERF/Association/Corporate markets) and travel agents/tour operators. T AF R D  Scope of Services Provide brief company background and any information that makes the company qualified for this project, including organizational structure, staff assigned to this project, and specific examples of similar projects within the tourism industry. Provide responses and specifications for each scope of service as well as sample media plan and reporting, references sufficient to independently establish the qualifications and expertise of the work team proposed to execute this project, and pricing. Demonstrated experience and expertise in media planning within the tourism industry (Required) 1. Identify target audience based on specific marketing initiatives. 2. Develop strategic direction and negotiate the best possible rates for the annual media plan (print, online, television, radio, outdoor) for review and approval. 3. Implement the quarterly media plan (print, online, television, radio, outdoor) based on specific audiences banner ads, social media posts, e‐newsletters). T and campaigns. Digital marketing services will be provided by a separate vendor. However, it is expected that online display advertising will be negotiated with print and broadcast media packages (e.g. website a. Describe the process and determining factors for developing a media plan from conception to client AF presentation, including tools and analytics used. b. Describe the process for obtaining competitive pricing from media sources that reach the desired target market audience. c. Exemplify how your company has evolved based on the way consumers are receiving and using their travel information today. d. Provide a sample media plan that represents the company’s recommended target audience for the Emerald Coast destination (i.e. Destin‐Fort Walton Beach‐Okaloosa Island), campaign allocation by percentages (i.e. fall, Christmas, snowbird, spring, summer, non‐seasonal, groups, meetings/conventions), and media allocation by percentages (i.e. print, television, radio, other). 4. Describe how the effectiveness of media campaigns is measured (e.g. return on investment). 5. Describe the process for identifying appropriate buying guidelines and metrics for broadcast advertising. R Such guidelines and metrics may include, but are not limited to: a. Target audience b. Performance guarantee c. Scheduling & separation 6. Provide media insertion orders to the County for signature and issuance of purchase orders to media vendors. D7. Coordinate media insertions with the County by providing creative specifications and delivery deadlines. 8. Execute the adopted media plan, including monitoring, auditing, and billing reconciliation assistance. 9. Evaluate customer research, market conditions, and competitor data. 10. Maintain and share knowledge regarding best practices. 11. Identify any current clients which may be perceived to be in competition with the Emerald Coast/Okaloosa County or which may pose a potential conflict of interest. References – three current clients and two former clients, preferably within the tourism industry (Required) 1. Contact information 2. Scope of services provided 3. Length of relationship  3. Reason for end of business relationship (two former clients only) Pricing – Pricing must be fully comprehensive and complete. Please describe the methodologies and options for pricing this project or any other similar projects that may be assigned through the contract term (e.g. hourly pricing, unit pricing, flat fee, percentage). Separately state all types of expenses subject to reimbursement and whether any markup would apply for each type of expense. (Required) Selection Criteria 50% Demonstrated experience and expertise in media planning within the tourism industry 20% References 30% Pricing T Contract Term The contract term is anticipated to be two years, with the option for one, two‐year renewal. County renewal will AF be in part dependent upon quality of service and acceptability of costs. R D