SAINT LOUIS COUNTY GOVERNMENT
PARKS & RECREATION DEPARTMENT
REQUEST FOR PROPOSAL (RFP)
FULL-SERVICE ADVERTISING, MARKETING, BRANDING, MEDIA AND
COMMUNICATIONS AGENCY
TABLE OF CONTENTS: Purpose ... page 1 Objective ...1 Existing environment ...1 Scope of work ...2 Qualifications ...2 Proposal requirements ...2 Budget ...2 Inquiries ...2 Submission requirements ...3 Selection criteria ...3 Evaluation criteria ...3 Selection process ...3 Projected timetable ...4 Liability and insurance requirements ... 4-5 PURPOSE:
Saint Louis County Parks Department (“STLCP”) invites qualified parties to submit proposals to establish a contract to provide full-service advertising, marketing, branding, media and communications (“Consultant”). STLCP is looking to increase overall awareness, increase usage of parks, increase attendance at events, increase social media usage and increase usage of facilities. STLCP seeks a respondent with significant experience in branding, marketing, media buying, a strong knowledge of the St. Louis Metro Area’s media markets and demonstrable skills in maximizing funds.
OBJECTIVE:
Saint Louis County Parks Department plans to enter into a contract with the selected Consultant to provide creative and media buying services which would begin upon the execution of the contract through December 31, 2016 with the option of renewal at the discretion of STLCP.
EXISTING ENVIRONMENT:
Saint Louis County Parks Department as part of its overall strategic communications marketing plan, places advertising in the Saint Louis County area media to develop community support, create a brand identity and build awareness of its programs and services. SCOPE OF WORK:
The Consultant should consider the scope of work as a guide for submission. In exchange and as consideration for the Consultant to submit its reply to this RFP, the Consultant agrees to comply with all requirements placed upon Consultants specified in this RFP. The selected Consultant will have the following expectations but may not be limited to:
1. Assist STLCP in the creation of a new slogan and brand identity.
2. Serve as a non-exclusive, full-service advertising, branding, marketing, media and communications agency to promote STLCP.
3. Work with STLCP to develop an overall strategy to improve its image and make the public more aware of available resources.
5. Perform all necessary services related to the successful development and execution of advertisements including TV, radio, print, direct mail and digital and internet marketing. STLCP is particularly interested in cost-effective media production and buying methods. Proposals should include an explanation of what production methods would be used.
6. Perform media production services including but not limited to: creative concept, graphic design, photography, copywriting, talent/ownership negotiations, pre-press and printing. The successful bidder will perform all aspects of film, video, radio, digital and other new media direction, production and post-production including: creative concept, development, copywriting, casting, talent/ownership negotiations, shooting, editing, dubbing and trafficking.
7. Provide full media planning, buying and creative services related to the production and execution of advanced digital technologies such as internet marketing, mobile marketing, social media messaging and other new technologies as agreed upon in consultation with STLCP.
8. Perform media-buying services to purchase advertising across all types of media including but not limited to: pre-buy analysis, media planning, media buying (negotiating best rates and placement), tracking and post-buy analysis.
9. Identify media placement alternatives on a project-by-project basis, obtain cost estimates for these placements and then subsequent to the initiation of any project, submit a detailed accounting of all purchases made on a monthly basis. 10. Provide web site design and content recommendations and work with STLCP IT Department to carry out any necessary
changes.
11. Work in collaboration with STLCP staff and provide advice, counsel and assistance on matters pertaining to marketing and advertising to ensure the brand is being carried out effectively.
12. Upon request the Consultant will prepare a written analysis of the campaign, including effectiveness, results and recommendations for improvements.
13. The Consultant may subcontract with other firms, as appropriate, pending the approval of STLCP.
14. The Consultant must have the ability to initiate services immediately upon the execution of the contract with the department
QUALIFICATIONS:
The successful Consultant must demonstrate experience in the following areas:
• The ability to work in a responsive and cooperative manner with the County’s staff members and County Council; • Evaluating and defining brands;
• Defining, profiling and targeting a brand’s audience; • Launching effective brand campaigns;
• Optimizing placements among various media markets;
• Planning, designing and executing high-impact digital and internet marketing strategies.
STLCP is looking for agencies who will work as non-exclusive Contractors and with the understanding that St. Louis County’s in-house services and staff may also be used for advertising and promotional efforts.
PROPOSAL REQUIREMENTS:
Proposals are to be organized to facilitate evaluation by the County according to the following outline:
1. All proposals shall be submitted in duplicate. The original copy should be printed and bound; the duplicate copy must be provided in a digital format.
2. Proposals should be a maximum of 25 pages and should be a narrative encapsulating how you intend to assist STLCP in meeting the objective within the parameters of the Scope of Work.
3. Present a comprehensive description of your company, to include principal personnel, years in business, approximate size of current client base and any other relevant information that will help STLCP understand your strengths.
4. Identify key personnel who would be assigned to the account, including length of time with the firm, qualifications, relevant professional experience and key successes. If this work will be sub-contracted, identify the company and individual(s) who will actually perform this service.
5. Provide a brief description of ideas on how you would build a campaign that would increase public awareness of STLCP. This section can also include sample creative work that demonstrates the creative direction in which you might take the
campaign, or demonstrate the ideas you would consider for launching the new campaign.
6. Explain how you would use internet and digital marketing techniques to maximize the campaign’s impact.
7. Assuming a total budget of $120,000 (inclusive of all costs), provide your thoughts on the optimum allocation of budget by various media types and different spending levels.
8. Provide a comprehensive listing of media resources that might be used in the course of this contract. Identify experience with each resource, including data on market penetration, buying options and strengths offered by firm.
9. Provide examples of previous success in developing cost effective media buys for your clients. 10. Provide your company’s proposed fee structure and billing procedures for this contract.
11. Provide at least three (3) relevant professional references, including name and telephone numbers of the person(s) STLCP may contact. These references need to be with current business relationships where services have been performed with. BUDGET:
STLCP has a limited amount of funds available for marketing and advertising through the end of 2013. Budget information for the years of 2014, 2015 and 2016 are unknown at this time. All initial presentations should be based on a yearly budget of $120,000. INQUIRIES:
1. Proposals shall be delivered clearly labeled as “Creative Agency RFP” to: Angie Riehn, Public Information Coordinator
41 S. Central Ave, 7th Floor St. Louis, MO 63105 Phone: (314) 615-0156
Email: ariehn@stlouisco.com
SUBMISSION REQUIREMENTS:
1. Copies of this RFP will be available via email, postal mail, fax, the County website or pick up at our office, which is located at 41 S. Central Avenue, 7th Floor, St. Louis, MO, 63105. Copies can be obtained each day from 8:00 am until 4:30 pm
between June 12, 2013 and June 24, 2013 and/or via our website at www.stlouisco.com/parks.
2. All proposals must be submitted in duplicate. The original copy should be printed and bound; the duplicate copy must be provided in a digital format and received by Angie Riehn, no later than 5:00 pm CDT, July 1, 2013. Proposals received after this date/time will not be considered.
3. For this RFP, all proposals received by the County shall remain valid for sixty (60) days following the deadline. All proposals received in response to this RFP will become the property of the County.
SELECTION CRITERIA
1. Qualifications and experience of the Consultant and assigned consultants in the past three years successfully providing full-service marketing, advertising and media buying full-services.
2. Creativity and effectiveness of branding ideas.
3. Evaluation of past performance as stated by references and relevance of past experience as reported in the proposal. 4. Dependability in meeting time and cost estimates, as evidenced by documentation provided through references. 5. Cost of consulting services, including professional fees and direct charge expenses.
EVALUATION CRITERIA
Based on a scale of 10,000 points:
Solution to STLCP requirements 35% 3,500 points
Oral presentation 25% 2,500 points
Fee structure 20% 2,000 points
Demonstrated professional experience 15% 1,500 points
Client References 5% 500 points
SELECTION PROCESS
Following evaluation of the written proposals, STLCP will hold pre-proposal conferences with selected Consultants determined to have a reasonable chance of being selected for award based on the evaluation factors specified in this RFP. These interviews are projected to take place the week of July 8 – 12, 2013.
If necessary, STLCP will prepare and distribute an RFP amendment/addendum to all potential Consultants who received a copy of the RFP. The amendment will include a listing of each of the questions received and a response by STLCP.
PROJECTED TIMETABLE:
June 12, 2013 Distribute Request for Proposal
June 24, 2013 Deadline for submission of questions
July 1, 2013 Proposals Deadline
July 8-12, 2013 Oral presentations (projected)
July 18, 2013 Selection complete, negotiate contract, submit legislation to County Council (projected)
LIABILITY AND INSURANCE REQUIREMENTS:
1. Diversity in Contracting - The County strongly encourages minority-owned and women-owned businesses to participate as subcontractors and suppliers in response to this RFP. The Consultant shall take affirmative action to insure that applicants are employed without regard to race, religion, color, sex, age, national origin, handicap or familial status. The Consultant shall not discriminate against any employee or applicant for employment because of race, religion, color, sex, gender orientation, age, national origin, handicap or familial status. Such action shall include, but not be limited to, the following: employment upgrading, demotion or transfer, rates of pay or other forms of compensation, and selection for training. In the event the Consultant does not comply with the provisions of this paragraph, the contract may be terminated or suspended in whole or in part and the Consultant may be declared ineligible for further County contracts.
2. Public Record - All bids submitted become public record after execution of a contract or after all proposals have been rejected and may be reviewed by anyone requesting to do so after award has been made.
3. Proposal Acceptance - The County reserves the right to accept the proposal in whole or in part and to reject any and all proposals to negotiate separately as necessary to serve its best interest.
4. Expenses - The selected Consultant will be required to assume responsibility for all services offered in the proposal,
whether or not directly performed by the Consultant. The County is not liable for any cost incurred by the proposer prior to issuing a contract.
5. News Releases - News releases pertaining to this RFP, other services or the project to which it relates, will not be made without the prior approval by, and then only in coordination with, the County Executive.
6. Legal Requirements - Any contract ensuing from this RFP will be subject to all State of Missouri and County guidelines and regulations.
7. Legal Relationship - The relationship of the Consultant to the County shall be that of an independent contractor and no principal-agent or employer-employee relationship is created by this agreement. The Consultant shall not contract any work under this agreement without written approval of the County.
8. The Consultant agrees not to assign, transfer, convey, sublet, or otherwise dispose of this agreement without the previous consent and written approval of the County.
9. Cancellation - If services cannot be provided as requested, the County may obtain services with another Consultant without being in breach of contract. Cancellation of contract must be given in writing seven calendar days prior to termination date. 10. Indemnification - The Consultant does hereby agree at all times hereafter to defend, indemnify and save harmless the
11. Payment – The consultant will be paid for the items called for in this contract when the items are delivered and accepted by STLCP and upon submission of certified invoices in triplicate. The price or prices stated in this contract are tax exempt, tax exemption #43-6003242. STLCP shall furnish a sales tax exempt certificate.
12. Intellectual Property Protections/Limitations – The Consultant agrees to protect, indemnify and save harmless STLCP from all attorney’s fees, costs, expenses and damages arising out of any infringement or claim of infringement of patents, trade marks or copyrights in the use or resale of any articles covered by this order, unless materials or articles hereby ordered are made specifically to STLCP design or method.
