Okaloosa County BOCC — August 16, 2016 — RFP Digital Marketing Services — reading text

Digital Marketing Services RFP This is a Request for Proposals (RFP) for interested vendors to submit their proposals to the County for consideration to provide digital marketing services. It is the County’s intent to select one vendor with a proven track record to create cutting edge, dynamic, flexible, and informative digital strategy and media 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. Vendors desiring to respond must have experience providing similar services within the tourism industry. The annual digital media budget is $1.5M for the following target audiences: Primary audiences include adults and T 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. 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 a sample digital marketing 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 digital marketing services within the tourism industry (Required) 1. Identify target audience based on specific marketing initiatives. 2. Develop the quarterly digital media plan based on specific audiences and campaigns. a. Describe the process and determining factors for developing a digital marketing plan from conception to client presentation, including tools and analytics used. market audience. T b. Describe the process for obtaining competitive pricing from media sources that reach the desired target c. Exemplify how your company has evolved based on the way consumers are receiving and using their travel information today. AF d. Provide a sample digital marketing plan that represents the company’s recommended target audience for the Emerald Coast destination (i.e. Destin‐Fort Walton Beach‐Okaloosa Island) and campaign allocation by percentages (i.e. fall, Christmas, snowbird, spring, summer, non‐seasonal, groups, meetings/conventions). 3. Execute (i.e. purchase) the adopted digital media plan, including placement, monitoring, optimization, auditing, payment, and billing. 4. Devise strategies to drive online traffic to the Emerald Coast websites. 5. Devise strategies regarding social media marketing and the use of video. 6. Develop strategy and execute Search Engine Marketing (SEM) programs in to reach campaign goals. Such programs may include, but are not limited to: a. Paid search ads R b. Paid search advertising c. Pay‐per‐click (PPC) d. Cost‐per‐click (CPC) e. Cost‐per‐thousand‐impressions (CPM) f. Search retargeting g. Programmatic D7. Hold Google Adword certifications: a. Fundamentals b. Search Advertising c. Display Advertising d. Analytics e. Mobile Advertising f. Video Advertising 8. Maintain frequent communications (e.g. reporting structure, meeting cadence) with Tourist Development Department staff. 9. Evaluate customer research, market conditions, and competitor data. 10. Maintain and share knowledge regarding best practices.  11. Maintain collaborative working relationship with the County’s other marketing and advertising vendors (e.g. branding & media services) 12. 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. Demonstrated experience and expertise in digital marketing monitoring and reporting (Required) 1. Implement digital media metrics. a. Describe the process for identifying appropriate buying guidelines and metrics for digital advertising. Such guidelines and metrics may include, but are not limited to:  Frequency cap  Frequency  Creative positioning  Geotargeting  Editorial  Ad serving T 2. Prepare monthly reports to track, validate, and reconcile expenses against media/audience delivery. Such reporting may include, but is not limited to: AF a. Budget‐to‐actual spend b. Comprehensive analytics 3. Optimize media based on real time performance to achieve campaign goals. 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 4. Reason for end of business relationship (two former clients only) R Demonstrated experience and expertise in creative and copywriting (Preferred) 1. Develop creative to reach campaign goals. 2. Provide copywriting for SEM ads. 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 D 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) 20% 20% 20% 20% Selection Criteria Demonstrated experience and expertise in digital marketing services within the tourism industry Demonstrated experience and expertise in digital marketing monitoring and reporting References Demonstrated experience and expertise in creative and copywriting 20% Pricing The top three ranked respondents will be required to make a presentation to the RFP review committee. Contract Term The contract term is anticipated to be two years, with the option for one, two‐year renewal. County renewal will be in part dependent upon quality of service and acceptability of costs. T AF R D