Request for Proposal Content and Social Media Development May 16, 2014
INTRODUCTION Brand USA is a public-private not for profit organization created by the Travel Promotion Act of 2009. The mission of Brand USA is to generate increased international visitation to the United States and to grow its share of the global travel market. Brand USA will accomplish this via marketing campaigns and programs and partnerships with the travel industry. The incremental increase in international visitation will generate billions of dollars of revenue, which will in turn create new American jobs. While the United States welcomed 60 million visitors in 2010, its share of the international travel market has decreased significantly over the past decade. The U.S. share of long haul international travel fell from 17.2 percent in 2000 to 12.4% percent in 2010. Brand USA, the U.S. s National Tourism Marketing Organization will reinvigorate the nation s image and recapture its share of the market. Brand USA delivers a dynamic marketing program that includes, but is not limited to, a global advertising campaign, earned media and public relations strategies, a robust social media outreach plan, promotional and incentive campaigns, trade shows and sales missions, and educational campaigns about U.S. entry policies. Brand USA carefully selected its marketing tools and target audience after vigorous analysis of existing and original market research. Brand USA is governed by an 11-member Board of Directors. Each director is appointed by the U.S. Secretary of Commerce. Each director represents a sector of the travel and tourism industry as identified by the Travel Promotion Act. The executive leadership team possesses strong expertise and experience in the travel, tourism, and advertising industries. Brand USA is committed to including diverse firms as an important part of its sourcing and procurement activities. In furtherance and support of this goal, we encourage minority, women and locally-owned firms to pursue business opportunities with us. Minority and women-owned firms who otherwise meet the minimum requirements set forth in this Request for Proposal are encouraged to submit a Notice of Intent to Bid. In addition, Brand USA also seeks to do business with firms that also recognize the value of diversity and inclusion in the composition of their workforce and in their own contracting, subcontracting or teaming activities. We encourage such firms who meet the minimum bidding 1 Brand USA Request for Proposal
requirements (regardless of size or ownership) to also submit a Notice of Intent to Bid. Brand USA reserves the right to give weight or allocate bidding credit to diverse firms or those with a demonstrated commitment to inclusion as part of its evaluation process. 2 Brand USA Request for Proposal
BACKGROUND AND PURPOSE Brand USA is partnering with MacGillivray Freeman Films, producers of To Fly and Everest, to produce a feature film about America s National Parks that will launch in 2015. Filming begins in July 2014 and will conclude in April 2015. The film will premier in the United States in August 2015 and will be distributed internationally starting in September 2015. This coincides with the centennial celebration of the creation of the National Parks. Brand USA intends to coordinate launch events in 10 14 of the markets in which the organization is fully active. Brand USA also intends to support each launch with a consumer campaign and travel trade strategy in the respective markets. Brand USA is seeking an agency to develop and manage an interactive content, social media driven campaign, and sponsorship opportunities for endemic and non-endemic organizations. The successful bidder will deliver strategy and content to generate awareness and enthusiasm for the National Parks, as well as other outdoor activities that international visitors might enjoy at state parks, rivers, byways, rivers, lakes and other outdoor opportunities that the United States has to offer. Brand USA s partners in all fifty states, five territories, and the District of Columbia will help facilitate and deliver content that celebrates their destinations. The platform and campaign should launch in concert with the filming to take full advantage of the access and high-quality content being produced by MacGillivray Freeman Films. Film teaser: http://youtu.be/mgx5lr68rs4 Film and Marketing Timeline: Filming takes place July 2014 thru April 2015 Film launches in US August 2015 Film launches worldwide beginning September 2015 Pre-promotion of the Film Launch Brand USA Great outdoors marketing strategy and co-op program launches September 2015 December 2016 Travel promotion begins January 2015 SCOPE OF WORK Brand USA seeks a premier content marketing agency to develop, implement and manage a content and social campaign that promotes the making of and launch of a feature film about the National Parks. The promotional activities will last roughly 20 months coinciding with filming and distribution. The purpose of the campaign is to engage potential international visitors and encourage them to travel to the United States to take advantage of this country s bountiful natural resources. The successful bidder will demonstrate its experience in content development marketing and insight campaigns on a global basis. The scope is broad and Brand USA is seeking an agency with experience both in consumer & B2B travel brand content marketing as well as associated social and viral branded campaign experience. 3 Brand USA Request for Proposal
This successful plan will incorporate transmedia or multiplatform storytelling using digital technology to engage viewers. The agency should propose 1 big content idea that would differentiate itself and build out the big film as the centerpiece, with additional content to focus on the vast outdoor experience of the USA. Bidders must present an editorial calendar for 12-18 months to include themes, monthly line-ups across channels, calendaring, editorial writing and design.com articles, Facebook posts, videos, etc. The plan should include strategies for linking content via an integrated ecosystem e.g., connections between editorial, evergreen content, and partner channels. The agency would leverage relevant data that support the overall themes to create the content deliverables. The winning bidder will work closely with our brand guidelines (messaging, design and voice). (Note, Brand USA will also be redeveloping its consumer and corporate website during this time frame.) They will need to work within channel plans and objectives. The agency will provide technology recommendations to better support content and help guide Brand USA in the right direction. They will also provide analysis of metrics and recommendations for improvement on an ongoing basis. The content will need to be translated into ten languages and be culturally significant. Key countries and languages include: Canada (English and Canadian French), Brazil (Portuguese), China (Simplified & Traditional Chinese), Latin America (Spanish), Germany (German), Japan (Japanese), France (European French), India (English), Korea (Korean), Taiwan (Taiwanese), Australia and New Zealand (English). Brand USA currently has Community Managers in all of its international markets. DELIVERABLES 1. Provide background information on your company including your current position in the marketplace. Identify your core competencies and marketing channels of expertise. 2. Please describe your working model and explain in detail if you have any proprietary assets or specialized skills outside of core marketing. Include your approach to operational excellence if applicable. 3. Please provide a marketing brief and creative overview. This should include a timeline to move from concept/ideation to development and execution. 4. The agency should propose 1-2 big content ideas that would differentiate and build our brand while also delivering fresh content regularly with a proposed content schedule. 5. Provide a staffing plan for personnel assigned to the project that should also include background information on experience and areas of expertise. Please also identify and provide information on other potential relevant resources or specialists e.g., writers, researchers, strategists, graphic designers, and social media experts among others, who may play a role. 6. Describe key agency processes including project management frameworks, billing policies and terms. 4 Brand USA Request for Proposal
7. Please describe your agency s experience creating unique consumer campaigns using diverse and innovative channels of distribution. Please provide detail or demonstrations of the development, creativity, execution, and outcomes, along with 3 examples of work created. 8. Describe your approach to strategy development. 9. Do you have a proprietary content delivery platform OR do you have experience working with multiple content delivery platforms? 10. Do you have experience developing or leveraging research studies and consumer insights to create content? 11. Outline your recommended method to develop content: Original reporting, Curated, contextualized news, licensed material, lists, interviews, first person travelogue, influencers, Q&A s, infographics, maps, video, etc. 12. Describe your philosophy for building global engagement and amplifying messaging and content. Please provide three examples. 13. Please provide detail of your experience developing a content program that can generate sponsorship opportunities or alternative methods of monetization. Please provide two examples and amount of revenue secured. 14. Do you have experience creating direct marketing targeted to consumers? Please provide 3 examples. 15. Have you created and implemented comprehensive cross-channel and integrated content plans that leverage SEO insights and tactics (including content line-ups, editorial calendars, story arcs, etc.)? 16. Please provide your approach to measuring success. How do you leverage metrics and analytics for optimization? Do you employ any unique measurement tools? BUDGET Proposer must submit an appropriate and realistic budget, outlining each of the duties described in the Scope of Work, including all services, hourly rates, consulting or support fees, out-of-pocket costs, reimbursements and administrative fees (these costs shall include telephone, postage, travel, shipping, research, etc. if applicable). 5 Brand USA Request for Proposal
MINIMUM REQUIREMENTS Proposals must address each item listed, giving specific details of techniques to be used in achieving these requirements. Proposals may be rejected if minimum requirements are not met. All proposers wishing clarification of this RFP must submit questions in writing to Brand USA, no later than May 27, 2014 (due by 5:00 pm, EST), and sent by email to: rfpadmin@thebrandusa.com. Costs for developing proposals are entirely the responsibility of the proposer and shall not be reimbursed by Brand USA. 1. Notice of Intent to Bid (Attachment 1) must be received by May 30, 2014 (due by 5:00 p.m. EST). The notice shall be sent by email to rfpadmin@thebrandusa.com at the Brand USA office. The NOTICE OF INTENT TO BID, is nonbinding; however, it ensures the receipt of all addenda related to this RFP. Proposals will be accepted only from applicants who submitted a timely NOTICE OF INTENT TO BID. 2. RFP Responses must contain the following information (as well as the information requested above): a. Executive Summary b. Services and Activities: Provide description of the nature of the organization s services and activities. Note when the business was established, brief history and location. List the location(s) of the office(s) from which the primary work on this contract would be performed. c. No Conflict of Interest: Client relationships that could potentially be considered a conflict of interest must be listed. d. Contract Manager/Team: Identify one individual on the proposer s account team who will manage the contract work. Identify the role of each member who will service the account. Current resumes must be attached for each person who would in any way be associated with this account. e. Budget 6 Brand USA Request for Proposal
f. Timeline and/or Project Plan 3. Certification Form (Attachment 2): Must be signed and accompany all RFP Response submissions. 7 Brand USA Request for Proposal
TENTATIVE SCHEDULE This tentative schedule may be altered at any time at the discretion of Brand USA. Brand USA reserves the right to reject any and all proposals, or any part thereof; waive an informality in the proposals and accept the proposal that best meets the needs of Brand USA. A. Proposal Released May [ 19, 2014 B. Written Questions (due by 5:00 p.m. EST) May 27, 2014 C. Written Questions Answered and posted to Brand USA May 29 2014 Website D. Notice of Intent To Bid Due (due by 5:00 p.m. EST) 1 May 30, 2014 E. Proposal Due (due by 5:00 p.m. EST) June 10, 2014 F. Proposal Evaluation by scoring committee June 13, 2014 Interviews/Demos if necessary G. Notification and Scheduling of Finalist Interviews/Demos June 9, 2014 H. Finalist Interviews/Demos June 11-13, 2014 I. Interview/Demo Evaluation by scoring committee June 16, 2014 J. Intent to Enter Contract June 16, 2014 DELIVERY OF PROPOSAL Each bidder is required to deliver 4 typed and collated copies of its proposal to Brand USA s office at the address listed below, no later than June 10, 2014 (5:00 p.m. EST). Proposals may not be faxed or e-mailed. Proposals may be sent by courier such as Federal Express, UPS, etc. to: Brand USA Headquarters C/O RFP Administrator 1725 Eye Street NW, Suite 800 Washington, D.C. 20006 ATTN: RFP Content and Social Media Development Phone: 202.536.2060 Email: rfpadmin@thebrandusa.com EVALUATION AND CONTRACTING All proposals satisfying the requirements of this Request for Proposals will be evaluated to establish which of the providers best fulfills the needs of Brand USA and 1 Delivery via email to rfpadmin@thebrandusa.com is acceptable. 8 Brand USA Request for Proposal
this project. This Request for Proposals in no way commits Brand USA to award a contract, to pay any costs in preparation of a proposal, or to contract for the goods and/or services offered. Brand USA reserves the right to accept or reject any or all proposals received as a result of this request, to negotiate with all qualified providers or to cancel this Request for Proposals. After awarding the contract, the schedule will include a period of collaboration between Brand USA and the selected Contractor to better define, elaborate upon, and fix the Contractor s final Scope of Work and general Terms and Conditions. 9 Brand USA Request for Proposal
ATTACHMENT 1 NOTICE OF INTENT TO BID Due: May 30, 2014 5:00 PM EST. SEND TO: Brand USA Headquarters C/O RFP Administrator 1725 Eye Street NW, Suite 800 Washington, D.C. 20006 ATTN: RFP Content and Social Media Development Phone: 202.536.2060 Email: rfpadmin@thebrandusa.com NAME OF BIDDER / COMPANY: CONTACT PERSON: MAILING ADDRESS: TELEPHONE: FAX: E-MAIL ADDRESS: SIGNED: 10 Brand USA Request for Proposal
ATTACHMENT 2 CERTIFICATION Please include this statement as part of the Proposal Certification Statement By submission of this proposal and authorized signature below, Proposer certifies that the undersigned corporate officer has authority to bind the bidder to the terms of this Proposal and hereby certifies on behalf of the bidder that: 1. He/she has read and understands all commitments and terms of this Proposal. 2. The information contained in this Proposal is accurate. 3. Proposer s quote is valid for at least 120 days from the date of proposal s signature below. 4. Proposer understands that if selected as the successful Proposer, he/she will have ten (10) business days in which to complete contract negotiations, if any, and execute the final contract document. Date of execution can be extended by mutual agreement of contractor / Brand USA. Authorized Signature: Title: Typed or Printed Name: Date Official Contact Brand USA requests that the Proposer designate one person to receive all communications for clarification and verification of information related to this proposal. Please identify this point of contact below: Official Contact Name Phone number: Official Contact Title Facsimile Number: E-mail Address Street, City, State, Zip 11 Brand USA Request for Proposal
12 Brand USA Request for Proposal
ATTACHMENT 3 FOR BRAND USA USE ONLY Bid/Proposal: Evaluated By: Date: PROPOSAL EVALUATION CRITERIA The evaluation committee will judge each written proposal based on the following criteria: MAX. POINTS SCORE 1. Idea Creation 20 2. Clear articulation of the scope and how it fits Brand USA s mission 20 3. Experience with similarly sized, multilingual projects 10 4. Previous experience developing content strategies that can be monetized 15 5. Well articulated and realistic production and launch schedule 15 6. Experience in the Travel Industry 10 7. Staffing background and experience 10 TOTAL POINTS 100 13 Brand USA Request for Proposal
ATTACHMENT 4 FOR BRAND USA USE ONLY Bid/Proposal: Evaluated By: Date: ORAL INTERVIEW / DEMONSTRATION CRITERIA The evaluation committee may, if it deems necessary, select certain proposers for oral interviews and/or demonstrations. Interviews/demonstrations apply only to the top finalist(s), as determined by the evaluation committee. The oral interviews/demonstrations will allow finalists to demonstrate their understanding of the project objectives and to articulate their capability to meet or exceed the requirements of this RFP. The evaluation committee reserves the option of conducting the oral interviews/demonstrations via teleconference, at the Brand USA office, at the finalist s and/or the proposed subcontractor s site, or other designated site. The evaluation committee reserves the right to designate one or more members of the committee to perform the oral interviews/ demonstrations, if needed, so that grading of oral interviews/demonstrations may be done by fewer than the entire committee. If interviews/demonstrations are not required, the maximum number of points is 100. If interviews/demonstrations are deemed necessary, the maximum number of points is 150. If a finalist cannot meet on the designated interview/demonstration date, the evaluation committee reserves the right to disqualify the finalist as non-responsive. The following criteria will be used for scoring the oral interview/demonstration: MAX. POINTS SCORE 1. Articulation of the project in relationship and understanding to Brand USA goals and mission 30 2. Strategy and organizational philosophy in business 10 3. Discussions on engaging partners and stakeholders 10 SUBTOTAL POINTS 50 14 Brand USA Request for Proposal
TOTAL POINTS 150 15 Brand USA Request for Proposal