Request for Proposals for Creation and Implementation of Marketing Campaign for Tourism Development

Transcription

1 Request for Proposals for Creation and Implementation of Marketing Campaign for Tourism Development I. Introduction and Summary Mason County, Washington is requesting proposals from qualified firms for creation, implementation and performance measurement of a Marketing Campaign for Tourism Development for the County. This is for services commencing in 215. The project will be completed under the direction of the Mason County Board of Commissioners under the advice of the Mason County Lodging Tax Advisory Committee who will serve as project manager. All County contracts require approval of the Mason County Board of Commissioners. The budget for this two-year contract will equal fifty eight per cent of County lodging tax revenues collected in each year prior to the contract date, estimated at $174, per year. Estimated contract amount will include cost of production and distribution of marketing materials, media purchases and administrative costs. Deadline for receipt of proposals is June 3, 214 at 4: p.m. Proposals should be prepared in accordance with this RFP and mailed or delivered to: Diane Zaren Administrative Manager Department of Support Services 411 E. 5th Street Shelton, WA (36) ext [email protected] Ten hard copies and one electronic copy on CD of the submittals must be received by the deadline indicated above. Postmarks will not be accepted. Proposals will be evaluated by the Lodging Tax Advisory Committee and respondents may be interviewed by members of the committee. The committee will make recommendation for contract award to the Mason County Board of Commissioners who will make final selection. Respondents should not lobby committee members or the Board of Commissioners. Respondents should contact Diane Zoren by phone or for additional information. All proposals are public records. The committee reserves the right to request additional information from respondents. The County reserves the right to reject all submittals. Evaluation Criteria: Experience producing requested media marketing materials 2 pts. Quality of proposed marketing campaign 2 pts. Budget and cost of proposal 2 pts. 1

2 Evaluation Criteria Continued: Knowledge of Mason County tourism industry, especially knowledge of strengths and weaknesses compared to competitor markets Experience in tourism marketing Financial strength of respondent firm Strategy to measure economic impacts and methodology for fulfilling reporting requirements as defined in Revised Code of Washington ii (c). 1 pts. 1 pts. 1 pts. 1 pts. Estimated Timeline Deadline for Proposals: Review of Proposals: Interviews: Selection: Contract Start Date Media launch: June 3, 214 July 29, 214 September 11, 214 October January 1, 215 March 1, 215 Should you be selected, all materials created under contract with Mason County will be owned by Mason County. Contract Terms: Contracts will be awarded for two years with a two year option for renewal. A performance review will be conducted annually. Consultant Insurance Requirements. All insurance provided shall be primary and non-contributory. 1) Comprehensive General liability. $1,, combined single limit per occurrence for bodily injury, personal injury and property damage, $2,, general aggregate; 2) Automobile liability. $1,, combined single limit per accident for bodily injury and property damage; 3) Workers' Compensation. Workers' compensation limits as required by the Workers' Compensation Act of Washington; 4) Consultant's Errors and Omissions liability. $1,, per occurrence and as an annual aggregate. Independent Contractor It is the intention and understanding of the County that Vendor shall be an independent contractor and that the County shall be neither liable for nor obligated to pay sick leave, vacation pay or any other benefit of employment, nor to pay any social security or other tax that may arise as an incident of employment. Vendor shall pay all income and other taxes as due. Industrial or other insurance that is purchased for the benefit of Vendor shall not be deemed to convert this Contract to any employment contract. It is recognized that Vendor 2

3 may or will be performing services during the term of the Contract for other parties and that the County is not the exclusive user of the Vendor's services. Prevailing Wage If required by RCW 39.12, prevailing wages shall be paid. Vendor specifically agrees to comply with RCW and to file all required forms, certifications, and affidavits necessary to comply with Federal and State laws before final payment shall be made to the Vendor. The latest prevailing wage rate information is available per the State of Washington, Department of Labor and Industries, Industrial Relations Division. II. Statement of Need Mason County Washington is in need of tourism marketing services and wishes to contract an experienced and qualified company to create and implement multi-media tourism marketing services that will result in increased tourism business and number of tourists to Mason County. Contractors will be required to assist area festival and event organizers with marketing and promotion efforts of those events. Proposed marketing campaigns should integrate with current marketing campaigns developed and implemented with County lodging tax funds. Ill. Form of Proposal Respondent proposals should not exceed 1 pages, including attachments and should include: 1. Identification of primary, secondary, tertiary markets to be targeted and message for each market. 2. Plan and budget for integration of current marketing campaign and materials into proposed plan.* Proposal should include plan for leveraging other tourism association marketing opportunities. 3. Description of marketing media to be developed (print, video, radio, internet} including quantity, targeted audience and message. 4. Media outlets that will be used and corresponding geographic/demographic targets. 5. Media delivery schedule; media launches should be prepared by March 215 and delivered as per proposal. 6. Proposed strategy for providing outreach and marketing support for area festivals and events designed to attract out of area visitors. 7. Names, addresses, telephone numbers and addresses of clients for whom the respondent has recently performed tourism promotion services including a sample of product(s} delivered. 8. A detailed budget for the contracted services, inclusive of travel, administrative costs, subcontracted services, media development and delivery. 9. Measures proposed to assess impact of contract performance including strategy to measure economic impacts to area businesses and to fulfill reporting requirements as defined in Revised Code of Washington ii (c). *Information included on the 214 marketing campaign 3

4 IV. Equal Opportunity Employer Mason County is an equal opportunity employer. We strive to create a working environment that includes and respects cultural, racial, ethnic, sexual orientation and gender identity diversity. Women, racial and ethnic minorities, persons of disability, persons over 4 years of age, veterans or people with military status, and people of all sexual orientations and gender identities are encouraged to apply. 4

5 214 loding Tax Application Section 2, Part 1- Budget 214 Marketing Campaign Info. County ltac Project Budget Expenses Revising and Pringing Costs visitor guide, restaurant guide, and maps Distribution of Visitors Guide Video Adv at Wa State Ferry Terminals via Certified Folder Svc Tourism Videos Website Mainentnance and Technology Improvements Maintenance Site Hosting Website Design work, itineraries, maps, biogs, links Tourism associations and memberships Olympic Peninsula Tourism Commission Olympic Peninsula Culinary Loop Washington Tourism Alliance Website and Media Marketing Radio/Print Advertising social Media campaign & blogging Svcs Trade Shows Program management Expenses $ 2,. 11,. 5,4. 61,. 7,. 5. 1,5. 6,5. 2, ,7. 2,5. 5,. 2,49. $ 157,9.

6 214 lodging la){ Application.Section 1, Part 1- Proposed Project Summary (Continued) 214 Marketing Campaign Info. llime~ine Project dates are January 1, 214 through December 31, 214. Individual activities are scheduled by quarter. Quarter 1 Quarter 2 Quarter 3 Quarter 4 Objective/las ks (Jan 1-Mar 31) (Apr 1-Jun 3) (Jul 1:-Sep 3) (Oct 1-Dec 31) Update, publish and Inventory stock of 213 guides distribute County guides and Renew contract for visitor guide maps distribution Revise, print and distribute I Print and distribute guides I Print and distribute guides guides and maps and maps as necessary and maps as necessary Solicit bids and select vendor for Solicit and select vendor to Maintenance and Maintenance and Develop and manage website management & maintenance create traveler itineraries management of existing site management of e><isting site ej<plorehoodcanal.com Reassess and execute website Develop interactive quizzes to Website marketing activities Website marketing activities website marketing campaign link website visitors to tailored Update itineraries to current Update itineraries to current Invest in tourism partnerships Update 212 videos itineraries season season I memberships. Create artwork for web, publication Identify stakeholders and solicit ad space, as needed Promote Facebook page via Maintain memberships Maintain memberships Maintain memberships Review and update web and Review and update web and Review and update web and publication tools, as needed publication tools, as needed publication tools, as needed Support marketing of Mason quarterly County events and attractions Support marketing of Mason Support marketing of Mason Utilize social media and build I Support marketing of Mason Publish biogs on Facebook County events and attractions County events and attractions web presence County events and attractions Research viability of a Publish biogs on Facebook Publish biogs on Facebook Create and implement strategic, mij<ed media advertising Continue strategic planning efforts for County tourism Publish biogs on Facebook page Develop and execute first quarterly marketing campaign Promote Facebook page Solicit and execute contracts for radio, blogging, cable network broadcasting, and other services establishing a Twitter account Develop and ej<ecute second Develop and execute third Develop and ej<ecute fourth quarterly marketing campaign quarterly marketing campaign quarterly marketing campaign Publish biogs on website Publish biogs on website Publish biogs on website Continue airing of Continue airing of Continue airing of commercials, per contract(s} commercials, per contract(s} commercials, per contract{s) Develop 214 marketing plan Develop 214 marketing plan Develop 214 marketing plan Develop 214 marketing plan 5