All of the following is proprietary information and will be provided to the winning vendor.

Transcription

1 1. RFP lists web tools you are currently using. Is the intent to continue to use those tools or are you looking for a new holistic development solution? For example, I think some of the services are viable but we should evaluate to ensure that they are viable from a functional, measurement and ROI standpoint. The intent is to continue to use tools in place. We are always open to new ideas and suggestions on alternate methods. 2. Does your scope include redesign of all four sites or just the main site? If so, should that cost be included in retainer? This RFP is for Interactive Marketing only; no web site redesign was requested. 3. What elements/components should be included in the retainer cost? See Scope of Work bottom of page 7 and top of page 8 itemize as follows for pricing (Note: revised form included at end of this document): 1) Strategic Plan & Quarterly Marketing Plans Consult, Prog Dev. $ 2) Strategic Consulting - Weekly Meetings Ongoing $ 3) Tracking & Reporting $ 4) Organic Search Marketing $ 5) Monthly PPC Marketing $ 6) Research Surveys to Optin database $ 7) Social Media Marketing $ 8) Social Media Marketing Research $ 9) RSS tracking and reporting on RSS feed activity $ 10) Incentive Programs $ 4. Are you also looking for online media units/banners development? No, we develop banners on a campaign basis and will solicit pricing per campaign. 5. Are you currently segmenting your blasts to different audiences? Yes, some of them. 6. How are people opting in now other than site? In blasts, incentive campaigns, ad campaigns, and consumer tradeshows. 7. Will interactive campaigns correlate with traditional efforts like broadcast? If so, who is the traditional advertising agency? Done in-house. 8. Should we include Mobile? You may include a mobile component as an optional line item. 9. Strategy - What type of platform are micro sites built on?.net preferred platform

2 - Who are your other internal ACCVA stakeholders (functional roles) who would typically participate in your annual strategic planning? Maureen Siman, VP Marketing, Larry Sieg, Sr. Director, Marketing, April Clark, Sr. Manager, emarketing - How are you currently optimizing digital engagement and/or campaign metrics for program enhancement and development? See attached 2009 emarketing objectives at the end of this document. - Will your partners be participating stakeholders? Not for scope of this contract, cooperative campaigns do take place, but on per campaign basis. - Who are the most influential partners to ACCVA? The 11 casino properties - What other initiatives are planned that will either influence or impact this initiative? We currently have requested pricing for development of a mobile version of our main web site atlanticcitynj.com. 10. Technology: - What type of platform are micro sites built on?.net preferred platform - What CMS system do you use? There are two parts to our CMS: 1) Our inhouse D3000 database with its web solutions module and 2) Content Management System built into the web site during site re-design last year. - Are there any additional technology investments that are planned for the next 2 years? Development of mobile version of atlanticcitynj.com. - What CRM solution do you currently use? D3000 SQL v 5.0 by Software Management, Inc. 11. Measuring/Analytics: - How are you currently measuring campaigns (both online and offline)? Several tools are currently being used: WebTrends Analytics 8, Google Analytics, Omniture All of the following is proprietary information and will be provided to the winning vendor. - Can you provide any results from recent campaigns? - What current sentiment metrics (sentiment analysis, brand preference, etc) can you share with regard to your current social media efforts - What are your typical or average AdverServe metrics from a 1) monthly perspective 2) campaign perspective (if relevant) - Can you provide any metrics/learnings on your current RSS efforts? 12. Business Objectives: - What other locations are you competing against for convention sales and visitors? NYC? Philadelphia? Boston? Atlantic City s Convention Center is 500,000 square feet. We have nearly 20,000 hotel rooms in Atlantic City. To that end, we are a secondary or tertiary convention market. We compete with all three cities mentioned but also Baltimore, DC and other small to mid-size markets. - What requirements do you have around co-branding and sponsorship? Any and all opportunities for co-branding and sponsorship are reviewed and approved by the Vice President, Marketing. No competitive markets, destinations or gaming companies may be considered for these types of initiatives. - Will the success of the campaigns provide additional budget for future investments? Clearly, the more success we have, the more likely we will expand the investment.

3 13. Metrics for Success: We do not look at one specific metric, but look at them as a whole and at trends. - What number of visitors? - Is it hotel stays? - Is it more conventions or personal recreation? - What is the qualitative and quantitative metrics you need to achieve? 14. Desired Perceptions: - How do you wish Atlantic City to be perceived as a destination? Atlantic City is an ever-changing destination. We put it quite simply: If you haven t been to Atlantic City in the last five years, then you haven t been to Atlantic City. There have been so many changes, additions, renovations and new projects opened during the last five years that it s hard to imagine how different this destination is after just five six years. We are not just a gaming destination and we are completely unlike the convenience gambling that is available in so many states now. We are a full-service resort destination with great dining, spas, nightlife and shopping. - What further information about your target audiences can you share? Visitor Profile Study can outline that information. Simply Donna Pless at dpless@accva.com and request a full copy via 15. Campaigns: - Quarterly and Annual campaigns what are they key areas there? Are they holiday or summer seasonally targeted? Are they event driven? Both - Is this something we define or are the parameters already defined? We ask that parameters and keywords be defined by winning bidder. Some parameters will be defined by the ACCVA. 16. General: - What s working well for you? Several things have worked well, we look to our vendor to provide us with the latest technologies and creative ideas. - Are there aspects of your current marketing that are succeeding and why? Same as above. - What other agencies are participating in this RFP? We do not share the names of other agencies participating in this RFP. - Who is the incumbent agency or supporting agencies? The incumbent agency is USDM.net - Does geographic location play a part in the decision process? No - Can we have access to the 2008 Visitor Profile Study? Yes. Simply Donna Pless at dpless@accva.com and request a full copy via . - What was the previous 2 year budget spend for this type of service we are not sharing budget information. - Would it be possible to provide electronic submitted by 2:00 PM Friday and deliver hard copies by the following Monday? No, we will only accept hard copies, and they must be delivered by 2:00 PM Friday, August 14, Per the solicitation, on pg. 14 it states that the proposal asks for a monthly retainer fee. However, by comparing the retainer fee to the scope of work we cannot fully provide an accurate estimate as their is insufficient information on user trending and tunneling activities. Therefore, for clarification purposes can you kindly provide a

4 monthly budget or anticipated results? We cannot provide a budget. Itemize the monthly retainer as follows: 1) Strategic Plan & Quarterly Marketing Plans Consult, Prog Dev. $ 2) Strategic Consulting - Weekly Meetings Ongoing $ 3) Tracking & Reporting $ 4) Organic Search Marketing $ 5) Monthly PPC Marketing $ 6) Research Surveys to Optin database $ 7) Social Media Marketing $ 8) Social Media Marketing Research $ 9) RSS tracking and reporting on RSS feed activity $ 10) Incentive Programs $ 18. Is there a solicitation that was already sent out for market research to conduct the scope of work? Yes Visitor Profile Study. Also, ongoing research is part of this RFP. If not, we kindly advise that the RFP be modified so that the market research be conducted as it calls for standard advertising industry practices. Visitor Profile Study can outline that information. Simply Donna Pless at dpless@accva.com and request a full copy via Reference to pg Breakout scope of services: 19. Currently, you have "Informz" as your vendor for services. However, for the leisure e-newsletter will the e-newsletter's be sent out through "Informz" or through our service provider? It is in our plan to begin sending the leisure enews via Informz starting in January. We have requested this breakout price in case all components are not in place and fully functional at that time. We may require winning vendor to send the Leisure enews. Current database is approximately 95,000 recipients. Leisure is sent to the entire list. 20. For the scope of work it also lists SEO Program for AC Restaurant Week: - Does ACCVA have anticipated keywords that it would like to rank? Our current keyword list is proprietary. Or is there a limit to the # of keywords? The ACCVA will collaborate with the winning bidder on keyword list. Please provide response for: acrestaurantweek.com and atlanticcitynj.com, respectively. 21. Is there a particular format you are looking for in regards to the solicitation? Do you want a set format preference for the proposal solicitation per ACCA regulations? Please use Proposal Form included at the end of this document. 22. Should the proposal contain a specific strategy as it is unclear in the proposal. It states qualifications but not necessarily a methodology to obtain the results that are indicated by the RFP. Can you please advise? We rely on you the Interactive Marketing vendor to establish methodology as each vendor may have a different approach to reach the same ends. 23. Insurance: As a full service advertising firm (page 10), Per the requirements, it states the following: Include proof of Professional Liability naming The Atlantic City Convention & Visitors Authority as additional insured with a minimum limit of $1,000,000. The Atlantic City Convention & Visitors Authority shall be held harmless for any activities covered under the scope of this contract. However, in prior solicitations we have

5 only placed the Authority once we have been awarded the contract. Is this necessary or can this be stipulated so that once the contract is awarded the above conditions are met? Answer: The certificate of insurance can be issued after contract award. However, we would like to see proof of professional liability with your submission. 24. Isn t Atlantic City using INFOMZ for their sends at this time? It is in our plan to begin sending all , including the leisure enews via Informz starting in January We have requested this breakout price in case all components are not in place and fully functional at that time. If necessary we will ask the winning vendor to send the Leisure enews. Current database is approximately 95,000 recipients. Leisure is sent to the entire list. 25. Have they set up other social network sites other than the Restaurant week and the general Facebook account that we initially set up for them? We also have both of the MySpace pages and Twitter. Do you have anything else? MySpace, Facebook, Twitter, Videoglobetrotter, YouTube, Online Photo Contest (our site only), RSS feeds from web site. 26. How does the Atlantic City Convention & Visitors Authority measure and report on its overall success? What metrics are it generally accountable for? The standard visitors, page views, visits, as well as time on site. Though not a primary metric, we look at room bookings on the site to help a gauge to the success of ongoing campaigns. We also watch trending over specific numbers. In addition our current vendor provides monthly reporting an analysis which we review on a regular basis. 27. Should the proposal include visual creative execution work associated with any of the work? Not required but always appreciated. 28. In the scope of work (p. 7), reference is made to mobile capabilities. Does the ACCVA currently have an SMS or other mobile promotions program underway? Not at this time. Could we provide an optional scope of service relating to mobile promotions? Yes, feel free to submit optional scope as a separate line item. 29. Could we receive the answers to questions submitted by other potential respondents to the RFP? Yes, responses will be shared with all potential bidders. NON-COMPETE 30. Our company has existing clients within a 500-mile radius of Atlantic City that are not casino-beach destinations but may be considered ACCVA competitors. Will this disqualify our firm from this bid? Not automatically we will review. Is ACCVA willing to discuss possible conflicts with vendors before the proposal due date? A list of clients within the 500 mile radius should be included with the proposal. That list will be kept confidential and will be reviewed by ACCVA staff. At that time, ACCVA staff will determine if there is a conflict of interest. OBJECTIVE RFP states the objective is to develop and implement a comprehensive and integrated Internet marketing plan that enhances and reinforces Atlantic City s branding statement Are you referring to Always Turned On or is this referred to more as your position line? What is Atlantic City s branding statement? How is this branding statement being enhanced and reinforced in current marketing efforts other

6 than your website? Below is our brand statement: ACCVA conducted a thorough marketing research program in 2003 to ascertain the validity of the then-existing theme as well as develop a new marketing theme. The research was conducted in several phrases, utilizing widely accepted research methodologies and appropriate sample sizes. Strategy: Always Turned On showcases exactly what our guests say they want: nightlife, entertainment, gaming, history and culture, golf, water sports, shopping and dining. Statement: Atlantic City promises each and every guest an experience that is memorable, fun and Always Turned On. 31. The Objective states drives business to our local marketing partners. What marketing efforts are currently in place to drive business to local partners? For the majority of our partners the key component of this is our web site and the partner listings. Getting the information to visitors is our primary responsibility. What have the results been of those marketing efforts? Prior to the launch of our new web site in September 2009, we were unable to track views of partners. Since the launch, views of partners pages has been steadily increasing. 32. Can we get a copy of your traditional marketing and media buy plan for ? This is proprietary information. BACKGROUND 33. Please list specific examples and web addresses of the new attractions and entertainment options mentioned in the RFP. You can obtain that information at How is ACCVA currently promoting to meeting professionals the message that Atlantic City s facilities and services can provide an ideal location for events? Quarterly epostcard, Meeting Planner section of web site, print, Interactive Planning Guide on flash drive, and exposure on third party sites. Do you do any offline advertising in print or traditional media outlets (radio etc.)? Yes SOCIAL MEDIA 35. What social media sites does ACCVA currently use? MySpace, Facebook, Twitter, Videoglobetrotter, YouTube, Online Photo Contest (our site only), RSS feeds from web site. Please provide URLs other than restaurant week and general account for Facebook. What have been the results of any other social media efforts to date? Some successes, others not so much. 36. To your knowledge, do any of the hotels/lodging partners use Social Networking for their meeting recruitment or on the ground meeting communications? Yes LEISURE E-NEWSLETTER 37. Is ACCVA asking for vendors to submit proposals for a unique look and feel for each e-newsletter issue, or a single design template that can be used for all issues? A Template is fine.

7 38. Who will be responsible for producing each issue (planning, copywriting, copyediting, art development, integration, testing and distribution)? ACCVA will provide copy and images. Vendor responsible for layout, creative design, and sending. 39. Are you using INFOMZ to create, host and send e-newsletters? Will the CVA continue to use INFOMZ for this project? It is in our plan to begin sending all , including the leisure enews via Informz starting in January We have requested this breakout price in case all components are not in place and fully functional at that time. If necessary we will ask the winning vendor to send the Leisure enews. Current database is approximately 95,000 recipients. Leisure is sent to the entire list. Please provide pricing for 6 issues and 12 issues. INCENTIVE-BASED MEDIA CAMPAIGNS 40. Will the vendor be responsible for purchasing 3-4 million addresses and 150, ,000 direct mail addresses? It is only 150, ,000 addresses the remainder of the impressions are via other online advertising methods. If the vendor is expected to provide this, how should we express the acquisition cost on the Proposal Page? Vendor is expect to provide list, this is not to our optin list. What other vendors, if any, have you worked with in the past to acquire these types of names? Were you happy with their services? This portion of the RFP needs clarifications What we refer to as an Media Campaign encompasses more than just an blast. Only 150, ,000 s will be sent, the remainder of the impressions will be captured via banner ads and other methods. 41. RFP states a minimum of 150, ,000 via direct mail for the Incentive-based campaigns. Is the vendor expected to design, develop and fulfill incentivebased direct mail pieces as well? Vendor is to design, develop, and send the along with any banner ads, PPC, etc. that may be included in the media campaign. The Media campaigns had a reach of 3-4 million, with 150, ,000 of that reach being . See revised proposal form with clarification at the end of this document. No fulfillment direct mail (print) pieces are produced for these campaigns PROPOSAL PAGE 42. The Leisure e-newsletter is listed twice in the Scope of Work (once as 12 issues design and six issues design) and the Proposal Page requires a line item for six issues only. Is one of these intended to be a Meetings Market Newsletter? We currently send the Leisure enews out every two months, we are considering going to a monthly newsletter and need to determine cost to do so. How should vendors address 12 issues in their response and on the Proposal Page? As a separate line item for 12 and the 6 issues. See revised proposal form at the end of this document. GENERAL QUESTIONS 43. What is the project budget for the length of the contract? We are not sharing the budget for this project 44. Why is optimization of the main website not included in the RFP? It is included in the RFP under scope of work on page 7 as Organic Search Optimization. This RFP is for atlanticcitynj.com. MEDIA DETAILS 45. What is the percentage of your overall budget spent on online media? 20% 46. On an average what do you spend on PPC? Proprietary

8 47. Do you have "key months" that you advertise? Depends on business trends METRICS 48. What do you consider a conversion with your current online media? Download a Brochure? Enter video contest? Sign up for an update? All of the above, depends on campaign. AUDIENCE 49. Do you currently use your choices in your updates to segment customers for future blasts? Yes, if you are referring to the Interests listed on RFP CLARIFICATION 50. marketing blasts are determined by keyword research ; can you please clarify what this entails? This is part of the RFP; winning vendor will perform this research to determine top searches to find Atlantic City. We select four of these, one example may be casinos, and send to that targeted group. In addition we look at the number of registrants in the different interest categories. 51. The incentive based campaign has a reach of 3-4 million listed but only k from direct . What is the relationship of these numbers? It is a combined campaign that includes both banners and the blast itself. 52. On page 8 under Breakout Scope of Services it mentions separate line item pricing for C. Leisure enewsletter 12 issues and D. Leisure enewsletter 6 issues but on page 14 (Proposal Page) there is only a line for Leisure enewsletter 6 issues. Can you please clarify if pricing for both is required and, if so, where the pricing for 12 issues should be included? See revised proposal form at the end of this document. We currently send the Leisure enews out every two months, we are considering going to a monthly newsletter and need to determine cost to do so. 53. On page 8 under Optional Scope of Services is it acceptable to include a price that excludes the cost of the list and the cost of production of the rich media as there is not yet a defined scope for these items? No price to be inclusive of all expenses. 54. How will the ACCVA primarily define success for the proposed campaign (through revenue reports, number of visitors, website activity, post-campaign reporting, etc.)? A combination of all of those we look at the whole picture. 55. Should the monthly retainer fee include the cost of providing all of the breakout scope of services and optional scope of services? No, the breakout services may or may not be added to the overall contract. This will be determined by budget constraints. 56. Should any of the breakout scope of services or optional scope of services line item pricing include the cost of paid media? It may, please clarify what is included in your description of that item. 57. Is the ACCVA primarily interested in seeing relevant past creative work, or the proposed creative approach for this assignment? Creative work is not required but

9 always appreciated. Relevant past creative work is always helpful to see. 58. Will the contract be awarded based on the RFP alone, or will there be future rounds of in-person presentations? This will be determined upon review of all proposals. 59. What is the proposed schedule for the winning agency to begin this assignment? Contract will be awarded in October, new contract begins on December 15, Can biographies be submitted in lieu of resumes for key personnel? Yes, we will accept biographies in lieu of resumes. 61. Are you looking for Creative Examples? Not required but always appreciated. 62. Is there an interview process? No, there will not be an interview process with this project. 63. When will the project be awarded? The project will be awarded in October 2009.

10 PROPOSAL PAGE (REVISED) PROJECT #ACCVA INTERACTIVE MARKETING CONSULTANT Monthly Retainer Fee TOTAL $ Breakdown of Monthly Fee 1) Strategic Plan & Quarterly Marketing Plans Consult, Prog Dev. $ 2) Strategic Consulting - Weekly Meetings Ongoing $ 3) Tracking & Reporting $ 4) Organic Search Marketing $ 5) Monthly PPC Marketing $ 6) Research Surveys to Optin database $ 7) Social Media Marketing $ 8) Social Media Marketing Research $ 9) RSS tracking and reporting on RSS feed activity $ 10) Incentive Programs $ Breakout Services (must be included): 1. Search Engine Optimization program for acrestaurantweek.com including monthly reporting Fee $ 2. Search Engine Optimization program specific to the Meeting Planners section of atlanticcitynj.com Fee $ 3. Leisure enewsletter Six issues design and send to the leisure enews database Fee $ 4. Leisure enewsletter 12 issues design and send to the leisure enews database Fee $ Optional Scope of Services 1. Two (2) Incentive Based Media Campaigns a. Reach: 3-4 million (minimum 150, ,000 via direct , remainder of impressions via banner ads and other methods) b. Demographic: Age 25-54, Household income: $75,000, Gender will depend on campaign theme c. Geographic Demographic: NY, North Jersey, Philadelphia, Western PA, DC, MD, VA, Boston, CT, Cincinnati Fee $ Design and implement three interactive campaigns using rich media, such as virtual tours and games for use on web site and . Fee $ Signature: Date: Title:

11 QUESTION #9 Attachment emarketing 2009 Preliminary Objectives Objective One: Increase traffic to the ACCVA website by 10% over Objective Two: Objective Three: Objective Four: Objective Five: Objective Six: Increase page views, time spent on, and return visits to the ACCVA website. Grow existing opt-in database by 5% consisting of leisure, meeting planners, travel professionals, and group tour operators. Provide opportunities for marketing partners to increase exposure on the ACCVA website and in . Increase awareness of and visits to ACCVA micro-sites Increase/improve presence on established social networking websites and blogs.