Request for Proposal Language Translation Services January 6, 2014

Request for Proposal Language Translation Services January 6, 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 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. 1 Brand USA Request for Proposal

PURPOSE The purpose of this Request for Proposal (RFP) is to obtain global translation and acculturation services. The selected firm will be responsible for transcreation of content and marketing utilized across digital, print and broadcast platforms. SCOPE OF WORK Brand USA seeks a translation agency that specializes in adapting content and marketing from English to another language, while keeping tone and context intact. To present an authentic voice in each country, Brand USA seeks transcreation, rather than exact translation. Experiential and engaging content that inspires travel is essential to our consumer messaging strategy in each market. Current needs include transcreation to Portuguese (Brazil); German (Germany); Spanish (Mexico) (Chile); French (Canada and France); Korean (South Korea); Japanese (Japan); Chinese (Mandarin) (Cantonese); and English for UK, India and Australia. Other languages may be added as needed. Extensive experience transcreating experiential content is a must. Prior work in travel and/or tourism is preferred. Individual articles and messages vary in length from twenty to six hundred words per piece. Ability to transcreate individual pieces quickly and accurately is important. Deadlines for bulk transcreation for an entire print publication will vary. Occasionally, Brand USA requires a twenty-four turn around for emergency travel notifications. The awarded provider will be responsible for: 1. Transcreating and publishing to Brand USA s digital platforms. 2. Transcreating and presenting final form for Brand USA s two annual print publications of approximately 200 pages each in nine languages. 3. Transcreating approximately 15 annual print pieces, 32 pages each in five languages. 4. Transcreating approximately 300 web pages annually, approximately 500 words each. 5. Transcreating audio from video and providing script(s) for subtitles or narration. 6. Interfacing with our web content management system(s). We currently utilize Sitecore and Drupal. Our platforms may change in 2015. 7. Tagging all digital content in-language to drive search engine ranking. 8. Creation of in-language URLs to drive search engine ranking. 9. Providing input for usage of appropriate verbiage for Brand USA SEM campaigns. 10. Meeting deadlines in a productive and timely manner. 11. Project management of transcreation services for Brand USA s global headquarters, global advertising agency of record, inmarket representatives, digital agencies and partner-marketing agency. This includes file mark-up, processing, administration, client interface, resource management, project delivery, translation memory database creation, billing and maintenance. 12. Implementing Brand USA style guidlines. Vendor to provide: a. Language Pre-flight (glossaries and style guides) will be built on existing bilingual glossaries and style guides for use by the project team. All materials will be approved for use by Brand USA prior to the commencement of any engagements. 2 Brand USA Request for Proposal

b. Transcreation/Edit/Proof ( TEP ). c. Translations Memory Propagation. d. Quality Assurance using a web production team who will correct and format discrepancies, repair broken links, and ensure that special characters and java script values are rendered correctly. Files will be delivered in native file structure received from Brand USA. 13. To ensure proper tonality in content: a. Use the Brand USA style guide and glossaries so that transcreation is accurate and presented as a native speaker would communicate in the target language. b. Transcreated graphic image text should be formatted and stylized to match the existing English layout and be consistent with the original English source, unless otherwise noted. c. Post Localization Testing. 14. Assisting with in-country search engine optimization with proper content tagging and assisting with transcreation of SEM campaigns running in market. 15. Participate in status calls with other stakeholders as needed. 16. Budget management and other administrative duties. 17. Period of Performance: March 1, 2015 February 28, 2016. Campaigns and/or projects may include print, digital and broadcast platforms. Examples of workload could include consumer travel articles, marketing materials, advertising creative, advertorials, media releases, press kits, corporate correspondence, B2B marketing, and video subtitles. *Current markets include UK, Canada, Mexico, Brazil, Chile, Australia, Germany, France, India, South Korea, Japan, China, Hong Kong, and Taiwan. QUALIFICATIONS Global presence: Demonstrated worldwide experience in transcreation not just translation. Execution and Reliability: Proof of consistent performance in delivering quality and timely transcreation. Local perspective: The transcreation team including editors and proofreaders - must consist of native language - or fluent speakers - who live, or have lived, in the target markets for which they will transcreate. Team members must be intimately familiar with cultural nuances, sensitivity and interest in each market for which they transcreate. Accuracy Assurance: Must demonstrate successful quality control procedures. Client Focus: Prior experience working with international brands and agencies. Technical Acumen: Proven ability to interface internal project tool(s) with various content management systems. Multi-Platform: Prior work in transcreation across digital (web, mobile, social, apps) and print audiences. RFP Responses must contain: 1. Executive Summary. 2. Description of your organization s services. 3 Brand USA Request for Proposal

3. Company history, focusing on transcreation experience for global brands. Note when the business was established. List office location(s) from which the work on this contract will be performed. Include any organization certifications, or affiliations. 4. Overview of process and methodology. 5. Identify who will manage the Brand USA account. State roles of each team member and where they are located. If possible, name transcreators. Include resumes. Note that company headquarters in the USA is preferred to manage transcreation occurring in-country. 6. At least three references. 7. The proposed budget, including specific services, hourly rate and/or word rate. 8. Examples of reports Brand USA will receive on a consistent basis. 9. Examples of your project management model/plan with a description of how this relates to Brand USA s scope of work. 10. Timeline and plan for transcreation for 50, 300, 500, 5,000, 10,000, 15,000, 20,000 and 25,000 words. 11. Examples of prior international transcreation services (minimum of three) relevant to Brand USA (industry, geographic, and scale). 12. Explanation of the technology utilized to create, manage and measure your transcreation process. Include relevant licensing information. 13. Description of risk management and process for dealing with transcreation errors. 14. Illustration of how your transcreation team, Brand USA and partner agencies will interface. 15. Proposed budget, inclusive of services, software and tools everything that has a price tag. 16. Transcreation sample for each of the current Brand USA languages of these articles: http://www.discoveramerica.com/usa/blogs/posts/pch-recap.aspx & http://www.discoveramerica.com/usa/experiences/a/arizona/antelope-canyon.aspx 17. Pricing differentiation (if any) between these languages: Portuguese (Brazil); German (Germany); Spanish (Mexico) (Chile); French (Canada and France); Korean (South Korea); Japanese (Japan); Chinese (Mandarin) (Cantonese); and English for UK, India and Australia. Pricing for additional languages, stating price differentiation by language, if any. Please answer: 1. Do you have a web-based translation project management tracking system? 2. Do you use translation memory? 3. Do you build glossaries as part of your services? 4. What is your process for onboarding and orientation? 5. Identify your quality assurance procedures? 6. How do you safeguard proprietary information? 7. What is your process for certifying and testing translators? 8. Do you have best practices for maximizing in-country SEO? 9. Do translators work for you full-time, or freelance? 10. Where do your translators live? 11. Which content management systems interface with your product? 12. How many people will be dedicated to our relationship either full or part-time? 13. Can your transcreation team work weekends, if needed to do so? PROPOSAL FORMAT AND SPECS Proposal format is open to presentation style and delivery. BUDGET Proposer must submit an appropriate and realistic budget, including pricing units and a pricing matrix. Proposal must also define the exact processes included in this rate. 4 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 January 14, 2015 (due by 3:00 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 January 23rd (due by 3:00 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. Certification Form (Attachment 2): Must be signed and accompany all RFP Response submissions. 5 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 D January 6, 2015 B. Written Questions (due by 3:00 p.m. EST) January 14, 2015 C. Written Questions Answered and posted to Brand USA Website January 20, 2015 D. Notice of Intent To Bid Due (due by 3:00 p.m. EST) January 23, 2015 E. Proposal Due (due by 3:00 p.m. EST) February 10, 2015 F. Proposal Evaluation by scoring committee February 18, 2015 G. Notification and Scheduling of Finalist Interviews/Demos February 23, 2015 H. Finalist Interviews/Demos March 3-4, 2015 I. Interview/Demo Evaluation by scoring committee March 5, 2015 J. Notice of Intent to Award Contract and Public Posting March 9, 2015 DELIVERY OF PROPOSAL Each bidder is required to deliver four typed and collated copies of its proposal to Brand USA s office at the address listed below, no later than February 10, 3:00 p.m. EST by courier such as Federal Express, UPS, USPS, etc. Proposals should also be e-mailed to rfpadmin@thebrandusa.com or sent. to: Brand USA Headquarters C/O RFP Administrator 1725 Eye Street NW, Suite 800 Washington, D.C. 20006 ATTN: RFP Translation Services 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 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. 6 Brand USA Request for Proposal

7 Brand USA Request for Proposal

ATTACHMENT 1 NOTICE OF INTENT TO BID Due: January 23, 2015, 3:00 PM SEND TO: Brand USA Headquarters C/O RFP Administrator 1725 Eye Street NW, Suite 800 Washington, D.C. 20006 ATTN: RFP Translation Services Phone: 202.536.2060 Email: rfpadmin@thebrandusa.com NAME OF BIDDER / COMPANY: CONTACT PERSON: MAILING ADDRESS: TELEPHONE: FAX: E-MAIL ADDRESS: SIGNED: 8 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 9 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. Ability to provide superior transcreation, rather than literal translation 40 2. Personnel qualifications 20 3. Process, tools and management 20 4. Cost effectiveness 10 5. Proven positive experience working with global brands 10 TOTAL POINTS 100 10 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. Confirmation of qualifications 25 2. Ability to meet Brand USA s needs 25 SUBTOTAL POINTS 50 TOTAL POINTS 150 11 Brand USA Request for Proposal

12 Brand USA Request for Proposal