DELAWARE VALLEY REGIONAL PLANNING COMMISSION REQUEST FOR PROPOSALS (RFPs) Website Development and Media

Transcription

1 DELAWARE VALLEY REGIONAL PLANNING COMMISSION REQUEST FOR PROPOSALS (RFPs) I. REQUEST FOR PROPOSALS Website Development and Media The Delaware Valley Planning Commission (DVRPC) is seeking consultant assistance from a marketing, website development, advertising, and/or public relations firm to develop a new website, television spot/internet spot, and media campaign for a new program developed by DVRPC, Classic Towns of Greater Philadelphia. Submission Date: Proposals must be submitted by 4:00 PM EST, Thursday, January 3, 2008 to: John Griffies, Contract Manager Delaware Valley Regional Planning Commission 8 th Floor, 190 North Independence Mall West, Philadelphia, PA Phone: Fax: jgriffies@dvrpc.org Proposals submitted after that time and date or proposals that are non-responsive to the requirements of this RFP will not be considered. Questions concerning the contents of this RFP should be directed to Ms. Alison Hastings, Delaware Valley Regional Planning Commission, 8 th Floor, 190 North Independence Mall West, Philadelphia, PA Phone: ; or ahastings@dvrpc.org. A staff committee will select the vendor best suited to handle the project as listed below. II. STRATEGIES FOR OLDER SUBURBS PROGRAM With funding from the William Penn Foundation, DVRPC launched the Strategies for Older Suburbs Initiative in 2004 to stimulate and support reinvestment in the region s older suburbs and urban neighborhoods through multiple and varied efforts. As a part of the Strategies initiative, DVRPC worked with a team of marketing and branding professionals to develop a new community technical assistance program and branding campaign called Classic Towns of Greater Philadelphia (CTGP). The CTGP is a program designed to promote the region s older suburbs and urban neighborhoods as attractive places to live, work, shop and play. Although the Greater Philadelphia region as a whole is promoted as a tourist destination and center of commerce, many suburban communities lack the resources necessary to launch sophisticated and effective marketing programs that target specific demographic groups. Understanding that the lifestyle and community amenities people desire may change as they move through different life stages, CTGP was developed to appeal to three target markets: young professionals/childless couples, young families, and empty nesters. A goal of DVRPC s long-range transportation and land use plan, Destination 2030, is the revitalization and stabilization of the region s developed communities. There are several programs available at the state and federal levels that focus on cities and rural areas; however, there are no programs that focus solely on older suburbs. By bringing attention to the inherent benefits of older suburbs, DVRPC hopes to foster market demand for infill development, commercial expansion, and 1

2 employment centers in areas with existing infrastructure and public services. The goal of the CTGP program is to influence a person s location choice where someone chooses to live or work based on amenities like public transportation or public parks. By attracting new residents, the region s older suburbs and urban neighborhoods may be able to alleviate escalating taxes and afford costly infrastructure repairs. A creative marketing campaign should build the brand of Classic Towns and aim to change negative perceptions of older communities. These places define the character of our metropolitan region and should be desirable locations for residents and businesses. The CTGP program was developed over a year-long process and includes three distinct elements: Market research and municipal outreach Research and Outreach; Creative materials design Creating the Creative; and Program development Getting to the Market. Research and Outreach The CTGP project team first embarked on a series of guided tours of the region s older suburbs. This enabled team members to learn first-hand about the opportunities and challenges facing developed communities. Site visits were chosen based on anecdotal directives and data analysis that identified locations that may appeal to various demographic groups. In addition, a thorough literature review was completed that resulted in a supply and demand analysis identifying which amenities particular demographic groups are looking for when making a location choice. Focus groups were also held to test creative concepts, messages, and communication methods. Four focus groups comprised of representatives from the three target markets (young professionals/childless couples, young families, and empty-nesters), as well as residential and business location experts (Main Street managers and real estate agents) were convened in Pennsylvania and New Jersey. Creating the Creative The creative concept of CTGP is based on market research and espouses the benefits inherent to living in an older community: affordability, a sense of belonging, proximity to work and cultural amenities, history, and unique character. Creative materials were developed for two purposes: a regional marketing campaign and a local toolbox to be employed each Classic Town. The regional campaign reflects the brand value of a Classic Town and will be publicized through various forms of media throughout the Philadelphia region and in neighboring metropolitan areas. The regional campaign materials include a brand logo and sample advertisements. The local toolbox is a set of design guidelines and example ads that can be modified by participating communities to best fit their unique identities and amenities. Getting to the Market As is to be expected, market research indicated that most people, regardless of their demographic group, visit websites when learning about new communities, searching for entertainment options, or looking for a new home. Thus, the CTGP website, as yet to be designed, will be the centerpiece of both the regional and local marketing campaigns. 2

3 The CTGP program integrates a marketing campaign with DVRPC s mission to invest in older suburbs and urban neighborhoods, maximize use of the region s existing transportation infrastructure and combat the negative effects of sprawl. Building relationships and partnerships with invested sponsors and businesses in the region is essential to the success of this program. III. OVERVIEW AND SCOPE OF PROJECT 1. Website Development and Management a. The CTGP website will have two audiences: Primary - Potential home buyers, renters, or visitors (young professionals/childless couples, young families, and empty-nesters). Secondary Potential/future Classic Towns (municipalities/neighborhoods), potential program partners (private foundations, corporations, business leaders, legislators), and the press. b. The CTGP website must have, but need not be limited to, the following features and capabilities (in no particular order): Homepage highlighting Classic Towns as a brand, sub-pages profiling individual Classic Towns; other sub-pages yet to be determined. A Content Management System with approval control by DVRPC Space for banner ads and/or sponsorship information on the home page and sub-pages. c. The selected consultant should provide an itemized proposal that includes the following tasks, at a minimum: Strategy/Flowchart Development Creative design (note: the Classic Towns of Greater Philadelphia brand concept is already developed with mock ads; the website design must complement the existing creative materials and brand identity) Content Development (note: DVRPC will work directly with Classic Towns communities under the direction of the consultant team to develop content.) Technical Development Testing Hosting Domain Name Registration 2. Public Relations/Media Campaign DVRPC will look to the selected consultant to provide professional expertise regarding the planning, design, creation, and implementation of a public relations campaign using print, radio, internet, and other forms of media as agreed upon at the beginning of this project. The consultant will be expected to develop a media plan that outlines marketing and promotional opportunities to reinforce and enhance the brand of the CTPR program. The media plan should also include identifications, specific media to be used, timing and frequency of messaging, and cost effectiveness. The media campaign should be innovative and assume a start date of July 2008 and an annual allowance of $100,000 -$150,000. 3

4 Feature story development and placement should play a large role in this campaign. The consultant should identify special news and feature placement opportunities and help staff prepare articles to pursue these leads. In addition, the consultant is expected to identify supportive editorials and suggest media releases, position papers, op-ed pieces in the region s daily and weekly newspapers, periodicals and trade press. DVRPC would, in turn, be responsible for the production and dissemination of these communications materials. The consultant would be responsible for auditing the placement of materials released through the various media to verify that quality, timing and distribution are consistent with the media plan and schedule. 3. Video Development The CTGP program will also need to be presented in a two minute video. The consultant should assume costs from concept through final production and include the following services: Copywriting and editing Basic storyboard design Talent (voiceover) Video production Video editing Production coordination Account management IV. CONSULTANT QUALIFICATIONS DVRPC seeks to hire a consulting firm with significant experience in the development and implementation of website design and media. The successful firm must be aware of DVRPC's goals, have experience in working with non-profit or government agencies, and exhibit an ability to produce quality work. Examples of this ability should be cited in the proposal and materials submitted. The successful firm should demonstrate the capability of handling multiple projects simultaneously. In addition, the successful vendor must be willing and able to deliver final products to DVRPC's offices, which are located at 190 North Independence Mall West, Philadelphia, Pennsylvania In accordance with Federal regulations (49 CFR Part 26), DVRPC encourages consultants that are certified as Disadvantaged Business Enterprises to submit proposals as the prime consultant in areas where they are capable. DVRPC also encourages all prospective consultants to use the following links to the PA and NJ Unified Certification Program to locate DBE firms to utilize as subconsultants: PA - Unified Certification Program NJ - Unified Certification Program 4

5 V. BID PROPOSAL CONTENTS The bidder shall set forth his or her overall technical approach to meet the requirements of the RFP in a narrative format. This format should convince DVRPC that the bidder understands the objectives of the contract and the nature of this work, as well as the level of effort necessary to successfully complete this campaign. The bidder shall also provide: 1. Website Development and Development a. The bidder must submit a Scope of Work that details how and when the website will be designed. b. The scope should assume a 4 month timeline with an estimated start date of January 24, 2008 and a June 2008 launch. 2. Video/Television Spot Development a. The bidder must submit a Scope of Work that details how and when the video will be developed. b. The scope should assume an estimated start date of January 24, 2008 and a May 1, 2008 release. 3. Media Campaign a. The bidder must submit a Scope of Work that proposes a media buying campaign and Public Relations strategy. b. The scope should assume an estimated start date of July 1, Proposed Comprehensive Budget a. The bidder should provide a separate, itemized budget for each of the three elements outlined above (website design, video, and media) that includes firm price based on hourly rates and number of hours. b. The proposal must include a time frame for project completion, a specific description of deliverable items, and delivery dates. 5. Statement of Project Team Qualifications and Project Administration a. This section of the proposal shall identify the firm that will complete the work outlined in the proposal. b. The relevant previous experience of the firm shall be described, as shall the applicable qualifications of each individual that will be assigned to the project. c. A project manager, serving as the primary point of contact for this effort, must be identified. 6. List of Clients for Whom Similar Work has been Prepared and Samples of Previous Work that is Pertinent to this Effort a. A portfolio of previous work that shows examples of the firm s capabilities, creativity, talent, and range of private and public sector clients must accompany this proposal. b. The vendor is also invited to include any experience, equipment, staff resumes, and/or other qualifications that may strengthen the proposal. 5

6 VII. ADMINISTRATIVE REQUIREMENTS Number of copies: Three (3) paper copies of the proposal are to be submitted as well as one (1) electronic copy on CD. Minority Business Enterprise: DVRPC has an Affirmative Action Program and encourages minority businesses and women-owned businesses to submit proposals, and encourages non minority business firms to contract with minority business. Disadvantaged and minority owned businesses will be required to submit certification of eligibility ownership prior to execution of any agreements. Contract: The contract awarded will be between DVRPC and the selected vendor. DVRPC's Contract Office shall authorize all payments to the selected vendor. No work on any project can proceed prior to vendor receiving a Purchase Order number from the Commission s Purchasing Department. The type of contract, fixed price based on individual tasks, will be negotiated based on the agreed-to services. Certification of Eligibility: A signed statement is to be typed on your letterhead stating that: The firm is not ineligible to receive award of a contract due to the firm s inclusion on any Federal, Pennsylvania or New Jersey State lists of debarred contractors, or otherwise ineligible to be awarded a contract using Federal or State funds. VIII. EVALUATION CRITERIA A review committee will evaluate each proposal submitted and, at their discretion, select one firm to complete the work specified in Part III ( Overview and Scope of Project ). Negotiations and award of the contract will be to the firm that provides the most advantageous proposal, all things considered, including costs. DVRPC reserves the right to reject any and all proposals. Criteria have been established for the purpose of evaluating each vendor proposal and are weighted as follows: (A) Qualifications and experience of staff (25%) (B) Excellence of previous work (25%) (C) Proposed public awareness and website campaigns (40%) (D) Proposed budget (10%) VII. PROPOSAL SELECTION TIMETABLE Release of Requests for Proposals December 14, 2007 Proposal Submission Deadline January 3, 2008 Staff Review January 4-20, 2008 Notification of selected consultant and contract negotiations January 21, 2008 Approval of contract by DVRPC Board January 24, 2008 Selected consultant receives notice to proceed January 25,

7 VIII. CHECKLIST OF PROPOSAL REQUIREMENTS The following must be included in the proposal, not necessarily in the order presented: Certification of Eligibility Website Design Proposal Video Proposal Media Campaign Proposal Proposed Comprehensive Budget Statement of Project Team Qualifications and Project Administration List of clients for whom similar work has been prepared and samples of previous work 7