REQUEST FOR PROPOSAL MARKETING CAMPAIGN CREATIVE SERVICES. Originally Issued SEPTEMBER 12, 2011

Transcription

1 REQUEST FOR PROPOSAL MARKETING CAMPAIGN CREATIVE SERVICES Originally Issued SEPTEMBER 12, 2011 Extension Issued SEPTEMBER 27, 2011

2 TABLE OF CONTENTS Summary Proposal Guidelines and Requirements Contract Terms Purpose, Description and Objectives Budget.5 5. Timeline Scope & Guidelines Staff Resources Qualifications Evaluation Criteria Format For Proposals Background of Organization...10 Downtown Albany Business Improvement District Page 2

3 SUMMARY The Downtown Albany Business Improvement District (BID) is accepting proposals for creative services to implement a marketing campaign. The purpose of this RFP is to provide a fair evaluation for all candidates and to provide the candidates with the evaluation criteria against which they will be judged. After extensive focus group research, the BID launched a redesigned website and updated Downtown Albany logo in early Internally, work has continued cultivating a brand architecture while developing ideas and language that best represents the brand of Downtown Albany. Pulling from existing focus group research and brand architecture, the marketing campaign is our next step in crafting a visual representation for Downtown Albany and effectively connecting with all the different audiences associated with Downtown. The chosen candidate will develop the creative concept and artwork for an advertising series, a business development marketing package, standardized templates for general marketing purposes and other collateral. Downtown Albany Business Improvement District Page 3

4 1. PROPOSAL OVERVIEW This is an open and competitive RFP process. Proposals received after 12:00 PM Friday, September 23, :00 PM Friday, October 14, 2011 will not be considered. Submissions via will not be accepted. The BID reserves the right to accept or reject any or all responses to the RFP, even if all of the stated criteria are met. 2. CONTRACT TERMS The BID will negotiate contract terms upon selection. All contracts are subject to review by the BID legal counsel, and a project will be awarded upon signing of an agreement or contract, which outlines terms, scope, budget and other necessary items. 3. PURPOSE, DESCRIPTION AND OBJECTIVES Purpose While the BID has had marketing campaigns and clever concepts in the past, few creative pieces have been developed to incorporate the new look and feel for Downtown Albany and to differentiate the general mission of the BID versus the personality of Downtown. Without a visual creative implementation, it has become challenging to maintain visual brand standards and create strong messages towards audiences. Description Develop the creative for a marketing campaign that pushes the Downtown Albany brand forward creating perceived excitement for Downtown and an opportunity to educate multiple target audiences about the region. Pulling on the existing look and feel of the brand, develop a compelling concept and the visual artwork for a marketing campaign comprised of a long-term advertising campaign, a business development package, as well as various branded templates for general marketing needs. Objective The BID intends to highlight the vibrancy of Downtown Albany and specific attributes that make it compelling to visit, shop, live and maintain business in the Region. To achieve this goal, we need to maintain a consistent brand look and voice in all of our marketing and communication efforts. Downtown Albany Business Improvement District Page 4

5 4. BUDGET The BID operates as a non-profit, 501 (c) (3) organization. For the 2011 budget year, the BID Board of Directors has given preliminary approval to spend the necessary funds to invest in a marketing campaign. The budget must encompass all consultation, design and print management (on one piece). Printing costs should not be included. The price you quote should be inclusive. If your price excludes certain fees or charges, you must provide a detailed list of excluded fees with a complete explanation of the nature of those fees. If the execution of work to be performed by your company requires the hiring of subcontractors, please clearly state this in your proposal. Sub-contractors must be identified and the work they will perform must be defined. In your proposal, please provide the name and address of the sub-contractor(s). The BID will not refuse a proposal based upon the use of sub-contractors; however we retain the right to refuse the subcontractors you have selected. Optional: Please include a contract retainer price to continue creative services beyond this RFP. 5. TIMELINE This RFP is dated September 12, 2011 and was reissued on September 27, Proposers may also request an electronic version from Marquita Rhodes, Marketing Manager at mrhodes@downtownalbany.org. Questions in relation to the RFP will be addressed until September 20, 2011 October 13, 2011 at 3:00 PM. Please questions to Marquita Rhodes, Marketing Manager mrhodes@downtowonalbany.org. Proposals are due no later than 12:00 PM, Friday, September 23, 2011 Friday, October 14, 2011 to the BID offices at 40 N. Pearl Street, Albany NY Submissions via will not be accepted. Proposals will be evaluated immediately thereafter. During this time we may require interviews at our office with our evaluation committee beginning the week of October 3, 2011 October 24, You will be notified if this is requested. The name of the candidate firm who has been selected will be decided on or about October 14, 2011 November 1, 2011 pending the approval of the BID s Board of Directors. Negotiations will begin immediately with the successful candidate. All other candidates will be notified on or about October 21, 2011 November 4, Downtown Albany Business Improvement District Page 5

6 The project must be completed and delivered by December 20, 2011 February 13, SCOPE AND GUIDELINES Implement a creative concept for a marketing campaign consisting of a long-term advertising series, a business development marketing piece and other collateral. The BID will provide all focus group research and brand strategy work to the chosen firm to assist in their creative process. Marketing Strategy While our marketing strategy includes a push to attract new businesses and retain existing businesses in Downtown Albany, several other audiences must be creatively addressed including: individuals interested in events and nightlife, shoppers, tourists, local and regional residents and potential Downtown residents. The Downtown Albany brand look has two established pieces, including: the logo and the website, downtownalbany.org. The design relies largely on rich earth colors and saturated photography to drive the look and feel of vibrancy. The BID s brand look focuses on a clean and sophisticated feel with an established dependency on white space to drive content and audience focus. Here too, we see the design featuring photography. We envision our marketing campaign to include: Advertising Series Develop a series of advertisements featuring a creative concept and a message to our various audiences. Ads will be placed both in print and online. Ad sizes will be supplied. Business Development Marketing Package Built as a comprehensive and flexible piece, the shell of the package will grab attention and relay evergreen information, while playing on the look and feel of the advertising series. Templates will need to be delivered as Word documents formatted as both 8.5 x 11 and 11 x 17 and as portrait and landscape. Files will need to be optimized to less than 400kb. The BID will provide most of the copy content for this package. On this specific piece, print management will be necessary to manage the accuracy of a possible custom die-cut and final color. An E-Newsletter Template Create and implement an e-newsletter template with the look of the advertising series. MailChimp houses all our current e-newsletter and we do not foresee changing vendors at this time. Incorporating Brand Pieces: Implement the new Tag Line into the Downtown Albany logo. A new tagline has been developed as part of our internal brand work. Standard Pocket Folder A simple pocket folder to be used by staff in various capacities. Downtown Albany Business Improvement District Page 6

7 PowerPoint Slides Create and implement a power point template deck adding to the family of branded pieces. 8 different Internal Templates Files To maintain brand consistency in creating fliers and other marketing pieces. Templates will need to be delivered as Word documents formatted at both 8.5 x 11 and 11 x 17 and as portrait and landscape. Files will need to be optimized to less than 400kb. Design and implement a branded look for our Facebook, Twitter and other social media pages. Design the graphics for promotional pieces. Final Delivery The BID would like the final delivery of files (unless specified) to include both a pdf file and the original source file compatible with InDesign CS4. Because some of the artwork suggested in the scope will direct the development of the brand, the introduction of additional fonts should be limited and if used should be a cross platform (PC/MAC compatible). 7. STAFF RESOURCES A successful planning effort is driven by an interdisciplinary team of participants. The team will be driven by: Project Lead: Marquita Rhodes will be responsible for sign-off on key decisions, providing project steering, keeping the project on schedule within the budget, and maintaining communication between other team members. Other stakeholders including: BID Executive Director, Business Development Manager, Director of Operations as well as members of the BID s Marketing & Communications Committee and Business Development Committee. 8. QUALIFICATIONS Provide one person to serve as the main contact for the duration of the project who will present information and coordinate with BID staff, including a reasonable number of meetings to present concepts and designs. Describe your creative process in developing an advertising concept. Provide reference information from three current clients. Provide a company profile, length of time in business and core competencies. Briefly describe your firm s organizational capacity to produce creative (e.g. staff, equipment, software, physical space, office location, etc.). Briefly describe your firm s project management process. Please include a brief biography for each key staff member assigned to this project. Specifically we want to understand the level of specialization and expertise in creative design, print management, animation design (such as Flash) and photo manipulation (such as Photoshop) that they bring to the project. Provide a timeframe for completion. The timeframe for completion of the project will be evaluated. In addition, timeframes will be part of the contractual agreement; therefore, a realistic timeframe for completion is requested. Please state your terms and conditions. Downtown Albany Business Improvement District Page 7

8 Please explain your service level agreement (SLA) structure. 9. EVALUATION CRITERIA The following criteria will form the basis upon which the BID will evaluate proposals. The mandatory criteria must be met and include: Ten (10) copies of your proposal must be received no later than 12:00 PM on September 23, 2011 October 14, 2011 to the BID offices at 40 N. Pearl Street, Albany NY Your proposal must include a cost proposal as described above. All costs associated with the delivery of the project should be presented in a flat rate, fee-for-service format. Deliver proposals to the attention of: Marquita Rhodes, Marketing Manager Downtown Albany Business Improvement District 40 N. Pearl Street Suite One Albany, NY Proposals that meet the mandatory requirements, as stated above, will be evaluated with the following weighted criteria: (30%) Aesthetic Capabilities Prior work demonstrates artistic, innovative and creative ways to differentiate a message while staying on mark and engaging audiences. (20%) Suitability of the Proposal The proposed solution meets the needs and criteria set forth in the RFP. (15%) Value/Pricing Structure and Price Levels The price is commensurate with the value offered by the proposer. As a non-profit institution, the BID is able to accept pro bono service and recognize the provider to the full extent allowed by the Internal Revenue Service. (10%) Proposal Presentation The information is presented in a clear, logical and organized manner. (10%) Demonstrated commitment to high service level agreements (SLAs). (10%) Candidate Experience Candidate has successfully completed similar projects and has the qualifications necessary to undertake this project. Working knowledge of business improvement districts (BIDs) and/or city agencies is a plus. (5%) Depth and Breadth of Staff The candidate firm has appropriate staff to accomplish the work in the time frame needed. NOTE: The BID reserves the right to accept or reject any or all responses to the RFP, even if all of the stated criteria are met. An initial preference will be given to candidates located within the BID boundary (Clinton Avenue on the north, Madison Avenue on the south, Broadway on the east, and Eagle Street on the west) for specific addresses visit: Downtown Albany Business Improvement District Page 8

9 10. FORMAT FOR PROPOSALS Please use the following guidelines to format your proposal: Length Maximum proposal length including title page, cover letter, proposal, qualifications and budget should not exceed 20 pages (not including creative portfolio). Title Page Downtown Albany Business Improvement District, Marketing Campaign Proposal, date, your company name, address, website address, telephone number, fax number, address and primary contact person. Cover Letter The proposal must contain the signature of a duly authorized officer or agent of the company submitting the proposal. Proposal Discuss your proposed solution, including the features, benefits and uniqueness of your solution. You should also touch on your ability to deliver the project in the timeframe noted in Section 5. Qualifications Provide the information requested in Section 8. Budget and Fees List budgets as requested in Section 4. Creative Portfolio Please provide at least three project examples where your firm produced a creative concept, crafted the copy and executed the artwork. Show how the final pieces all work together summarizing the project goals. The project examples should focus on featuring your best creative and design work. Please show three examples of animated ads. These examples can be submitted as website links. Downtown Albany Business Improvement District Page 9

10 11. BACKGROUND OF ORGANIZATION Overview The BID is an independent, not-for-profit organization established in The organization partners with businesses, property owners, arts and cultural institutions, social service providers, government agencies and elected officials in a united effort to revitalize downtown Albany. Playing a vital role in business recruitment and retention, visual improvements and safety, the BID represents an area of approximately 50 square blocks of Albany, NY s primary and concentrated downtown and commercial area. Mission To restore, promote and maintain the character and vitality of downtown Albany and improve the quality of life and overall image for those who live in, work in, and visit New York s Capital City. Programs and Services Core Services o Business Development: ongoing objective of recruiting and retaining business, as well as encouraging investment in downtown Albany through educational outreach, marketing, promotion, and technical assistance. o Marketing: strengthen the perception and value of a downtown location, solidify the BID as the go-to organization for all things downtown, promote and increase awareness of the downtown Albany brand, manage and maintain signature events and promotions to further the organizational mission, and maintain and enhance communication between the organization, BID members, and targeted audiences. o Quality of Life: ensure a clean, carefree and vibrant environment for everyone who spends time in the district by partnering with the City of Albany to supplement its work keeping downtown safe, beautiful and inviting. Special Events o Restaurant Week: a bi-annual event of prix-fixe menus offered by downtown restaurants bringing approximately 20,000 diners to the district, with an average of 70% coming from outside Albany. o Sculpture in the Streets: an annual public art exhibition of sculptures placed in prominent locations throughout the district s business and entertainment corridors. o Car Show: a new event in partnership with the Saratoga Automobile Museum, classic and modern cars will line the streets of North Pearl for an afternoon of nostalgic family fun. o Downtown Living Showcase: an opportunity to get a glimpse at what life is like for the urban resident, tours and demonstrations will be available throughout apartments and condos downtown. o JazzFest Contest: a new contest to kick-off the Riverfront Jazz Festival, selected artists will compete at venues across downtown Albany for a chance to win placement as the opening act of the Jazz Festival the next day. Communications Downtown Albany Business Improvement District Page 10

11 o o o Publications: online versions of Downtown Links (monthly e-newsletter), Downtown Digest (quarterly print newsletter), and the Discover Downtown Albany Guide. News/Press Releases: BID and district-specific news generated by local and regional media outlets as well as press releases written by BID staff. Social Media: consistent growth in the use of Facebook, Twitter, and YouTube as a method to share content, drive website traffic, and rapidly disseminate information and news. Demographics The BID serves its stakeholder population made up of residents, commercial property owners and managers, commercial property tenants, and government agencies. Businesses within the district range from small, independent retailers and cafes to finedining establishments to small and large professional offices. Downtown Albany Business Improvement District Page 11