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19-May-08

 Response to Inquiries Related to RFP for Marketing and Advertising Services
                             State...
2. If we are responding to more than one component of the RFP, do we need provide Ref. page 13, section 1      While this ...
5. Can you clarify if the “state selected Internet marketing firm” you refer to is the Ref. page 6 Component 3 Internet   ...
8. Is this information only required from the lead proposer/agency; or is it also       Reference RFP Section, Part 3.    ...
11. Is this requirement necessary for the lead proposer/agency only, or is it required   Reference RFP Section, Part 3.   ...
16. Is this document only required from the proposer/agency; or is a separate          (Reference RFP Section, Part 4.    ...
22. Are there existing vendor contracts that the successful bidder will need to        Component 3 - Page 6          Yes
m...
29. Does the Department collect and provide the data for the tourism businesses on     Component 3 - Page 6   The data for...
34. Please supply the campaign cost per inquiry goal and current cost per inquiry       #6, page 18       Goals, objective...
40. Can you supply us with the number of agency people currently on the account, by Part 1a, page 4       We do not track ...
48. Can one of the public relations strategies submitted be a project that was done by   Reference RFP Section, Part 3.   ...
50. Under the Archives section of the CRT web site we find that every department has Part 2. General Information About   I...
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Question: Reference RFP Section Response from the Office of ...

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Transcript of "Question: Reference RFP Section Response from the Office of ..."

  1. 1. 19-May-08 Response to Inquiries Related to RFP for Marketing and Advertising Services State of Louisiana Department of Culture, Recreation and Tourism Office of Tourism General Information: The State has set forth its overarching goals and objectives in the documents provided in the RFP and on its website. For example, please see the Strategic Plan and Rebirth Plan, which include goals, objectives, strategies and measures of performance. For purposes of this RFP please assume a clean slate going forward in the creation of a campaign. The State will work with the selected contractor(s) to develop specific goals and objectives for the campaign as well as the individual projects, initiatives, programs, and strategies within the campaign. As for any requests pertaining to documents and data that relate to past campaigns and projects related thereto, such information (to the extent it exists as described in these inquiries) is generally subject to the Louisiana Public Records Act. Public Records requests, which are coordinated through the State's legal section, allow an interested citizen to come to the agency's office to review the documents of a public agency in accordance with the provisions of that act. Question: Reference RFP Section Response from the Office of Tourism 1. Can our examples of creativity and effectiveness be from work with the Section D, Component 2, part 1 Yes Louisiana Office of Tourism? (Creativity and Effectiveness), page 18
  2. 2. 2. If we are responding to more than one component of the RFP, do we need provide Ref. page 13, section 1 While this is a single RFP with a single set of overarching goals a set of the required documents (i.e. financial statements) for each component, even and objectives, for purposes of responding to this RFP, please if they are identical? treat each Component as a separate RFP. That is, the members of the Evaluation Committee will evaluate the proposals component by component (rather than proposer by proposer). We understand some duplication will result if a single entity responds to more than one Component. However, we also believe it is in the proposers’ best interests to provide a complete set of information in response to each Component. Not only will this ensure that each proposer gets a full evaluation on each Component, it will also enable proposers to better tailor the information for each Component. Therefore proposers should not respond to a request for information with a reference to another document. 3. If we are responding to more than one component of the RFP, can the responses Ref. page 13, section 1 Again, for purposes of preparing responses to this RFP, it is for each individual component be submitted together in the same binder? recommended that proposers treat each Component as if it were a separate RFP. The Evaluation Committee will be working through the proposals Component by Component. 4. For attachments A and B, must we type our response on the original forms you Ref. pages 29-31 Proposers may “flow the information” into a “response provided in the RFP, or can we flow the information into our response template? We template” but please: a) Provide the information in the order would not modify the actual wording in any way. requested (see page 13) and b) Provide all of the information requested. That said, we would recommend using the form provided or an exact duplicate thereof, if only to ensure that (a) and (b) are met.
  3. 3. 5. Can you clarify if the “state selected Internet marketing firm” you refer to is the Ref. page 6 Component 3 Internet This could possibly be a separate vendor already working with vendor that would be awarded the business as part of Component 3, or is a separate Marketing, bullet point 14 under list the state. As mentioned above in this section, some of these vendor already working with the State? of duties might be Component 3’s duties and some might not be. Therefore, there might not be a separate vendor to work with. 6. Can you define your international markets? Reference RFP Section, Department Canada, UK, France, Germany, Central America and Mexico Organization, page 12, Paragraph referencing ongoing marketing initiatives 7. Should this proposal include marketing to Canada? Reference RFP Section, Department Yes it can. Organization, page 12, Paragraph referencing ongoing marketing initiatives
  4. 4. 8. Is this information only required from the lead proposer/agency; or is it also Reference RFP Section, Part 3. Subcontractors - when to include them in the proposal. It is required for sub-contractors? Instructions for Responding to RFP, recognized that any selected contractor will inevitably use page 18, #2, Experience/Personnel subcontractors to perform some of the services required under the and Production Resources, (a) and agreement. That's a given. However, if a proposer plans to present his (b) proposal "with" a particular subcontractor such that (a) the proposer wants its grade to reflect not only the proposer's personnel, experience, resources, etc. but also the subcontractor's personnel, experience and resources and (b) the proposer is assuring that the proposer will use the subcontractor for the specified services, for the life of the contract, then and only then: (1) The proposer must submit the documentation described in the mandatory requirements described in Part 3, 2b (e.g., the contract documents that spell out the nature of the relationship between the proposer and the subcontractor and how all work, fees, and communications will be handled, etc.) AND (2) The proposer should the information on that subcontractor - for the relevant services to be provided by the subcontractor - related to experience, personnel, resources, company background, rates charged, etc. 9. Is this section referring to a formal assessment protocol, or are you asking for a Reference RFP Section, Part 3. The Evaluation Committee would like to hear about your description of how the proposer will interface with DCRT and the lead agency to Instructions for Responding to RFP, approach to interfacing with clients on all issues, ranging from ensure public relations projects align with the Campaign page 19, #3, Methodology defining public relations objectives to billing. 10. How would you define your request to describe "Methodology for identifying Reference RFP Section, Part 3. The Client is DCRT. client's needs? Please provide more detail about your expectations for methodology Instructions for Responding to RFP, required for identifying client's needs. (Is client the "Campaign" or DCRT?) page 19, #3, Methodology, bullet #1
  5. 5. 11. Is this requirement necessary for the lead proposer/agency only, or is it required Reference RFP Section, Part 3. See Answer #8 for subcontractors? Instructions for Responding to the RFP, page 19, #4 , Company Background and Financial Stability,(a), (b), and (c) 12. Do you have any pre-set expectations on the budget breakdown of the four (Reference RFP Section, Part 3. We have an idea of our budget being any where between $7- components? Instructions for Responding to the $10 million. But as far as the breakdown per component, that RFP, Page 20, #5 Costs) will be decided when all contracts have been awarded. 13. Should out of pocket expenses meaning hotels for journalists, catering, video (Reference RFP Section, Part 3. Yes production etc, be included in the budget estimates? Instructions for Responding to the RFP, Page 20, #5, Costs) 14. There seems to be no requirement to submit new creative programming. Are you (Reference RFP Section, Part Please submit only what is stated in the RFP. expecting the proposer/agency to submit new creative programming? 3.Instructions for Responding to RFP, page 20, #6, Narrative) 15. Is this document only required from the proposer/agency, or is a separate (Reference RFP Section, Part 4. See Answer #8 attachment also required for all sub-contractors? Selection Procedure and Evaluation Criteria, page29 and 30, Attachment A)
  6. 6. 16. Is this document only required from the proposer/agency; or is a separate (Reference RFP Section, Part 4. See Answer #8 attachment also required for all sub-contractors? Selection Procedure and Evaluation Criteria, page 31 and 32, Attachment B) 17. How much of the total budget is allocated for public relations efforts? (Part 1. General Information About As far as the breakdown per component, that will be decided this RFP, b. Budget. Page 4) when all contracts have been awarded. 18. Can we get a copy of your current branding, marketing efforts, and strategic Part 2 - Page 12 The State has requested information about your experience, marketing plan? personnel and resources, financial stability, cost, etc. What the State has done up to this point in branding and marketing is not relevant to respond to this RFP. For purposes of the RFP, please submit the information requested. It is noted that the information about which you inquired is subject to the public records act. A member of the public may submit a public records request in accordance with that act. Such requests are coordinated through the department's attorney. 19. Do you have any current website performance statistics and traffic history reports Component 3 - Page 6 See answer #18 that we can access? 20. What are your site performance goals and in general what are your criteria to Component 3 - Page 6 Site performance goals are based on the following criteria and judge the success of the improved site? evaluated monthly: Total page views, average pages per visit, average bounce rate, average percent of new unique visitors, Tour Guide book submissions and eNewsletter submissions. However, goals, objectives, and performance measures will be set in consultation with the new selected contractor. 21. Do you intend to allow advertising on the website or keep it advertisement free? Component 3 - Page 6 Allow advertisements on the website.
  7. 7. 22. Are there existing vendor contracts that the successful bidder will need to Component 3 - Page 6 Yes maintain on behalf of the Department? 23. You require expertise in Microsoft IIS, ASP and SQL Server. Are bidders Component 3 - Page 6 No restricted to this platform in their responses? 24. You ask for a description of two Internet sites, two e-newsletters, and one Component 3: #1 - Page 20 Examples could be but not limited to; powerpoint multimedia presentation that we have developed for a client in the last five years. presentations, CD's or video presentations not online. Could you please clarify what example you are looking for when asking for a multimedia presentation? 25. Several references are made to an email program and a list of email subscribers. Component 3 - Page 6 We have over 200,000+ contacts and at one point would What is the current size of your email opt-in database and how frequently is that list communicate to them monthly through emails. communicated to? Do you have specific interest information for each subscriber or is your list general? 26. Will the successful bidder be responsible for all aspects of the email marketing Component 3 - Page 6 Yes plan? 27. Please clarify what you mean by video email and video profiles? Component 3: #2 c - Page 22 Please describe your capacity to provide the service of video email and video profiles meaning emails containing video and the ability to produce and edit video's for interactive purposes (I.e. to appear on the web site etc.) 28. Do you intend to allow advertising on email marketing promotions or keep them Component 3 - Page 6 That could be up for discussion. It just depends on advertisement free? circumstances.
  8. 8. 29. Does the Department collect and provide the data for the tourism businesses on Component 3 - Page 6 The data for the tourism businesses found on the site? How many businesses are currently displayed on the site? How is the LouisianaTravel.com are maintained by an outside company in database maintained/updated? Is the vendor responsible for data collection? partnership with the state. The database is extensive and an exact number can not be determined at this time. The database is maintained and updated several ways; businesses can submit edits, updates, or listings for approval, the interactive agency under contract with the State, the contracted outside company and persons at the Louisiana Office of Tourism can edit, update, approve and add listings as well. 30. Can we be provided with a complete data set and recently completed #6, page 18 To the extent this data exists as you have described it, it would performance reports? be a public record. Citizens may file a public records request to review the files. Such a request is made through our department's attorney who will coordinate with the various agencies to set up a time for an agent to review said files, to the extent they exist, within the parameters of the Louisiana Public Records Act. 31. How do you define success or failure of a program and how do success/failure #6, page 18 Goals, objectives and performance measures will be set in measurements trigger alternative actions? consultation with the selected contractor(s). 32. What methods of tracking, metrics and analytics are being used to quantify the #6, page 18 Goals, objectives and performance measures will be set in success of the current marketing initiatives? Will these continue without change or are consultation with the selected contractor(s). you open to revisiting the accountability structure of current marketing initiatives and tactics? 33. Please supply the campaign target return on investment goal and current return #6, page 18 Goals, objectives and performance measures will be set in on investment actually being achieved by the current marketing initiatives. How is ROI consultation with the selected contractor(s). Such a request is currently, defined, measured and reported? made through our department's attorney who will coordinate with the various agencies to set up a time for an agent to review said files, to the extent they exist, within the parameters of the Louisiana Public Records Act.
  9. 9. 34. Please supply the campaign cost per inquiry goal and current cost per inquiry #6, page 18 Goals, objectives and performance measures will be set in actually being achieved by the current marketing initiatives. consultation with the selected contractor(s). Such a request is made through our department's attorney who will coordinate with the various agencies to set up a time for an agent to review said files, to the extent they exist, within the parameters of the Louisiana Public Records Act. 35. Have there been any data audits? If so, when and what were the results? #6, page 18 Goals, objectives and performance measures will be set in consultation with the selected contractor(s). 36. Can we be provided with the existing Brand Brief or Brand Essence Document(s)? #6, page 18 Goals, objectives and performance measures will be set in consultation with the selected contractor(s). Such a request is made through our department's attorney who will coordinate with the various agencies to set up a time for an agent to review said files, to the extent they exist, within the parameters of the Louisiana Public Records Act. 37. Can we be provided with project briefs and creative briefs for major initiatives? #6, page 18 Goals, objectives and performance measures will be set in consultation with the selected contractor(s). Such a request is made through our department's attorney who will coordinate with the various agencies to set up a time for an agent to review said files, to the extent they exist, within the parameters of the Louisiana Public Records Act. 38. How is collaboration between agencies facilitated/encouraged for synergy and Part 1a, page 4 All agencies are managed through the Consolidated efficiency? Do incentives exist to motivate the agencies in charge of the different Marketing department. The team works to make sure that all components to collaborate with the lead agency in charge of the overall program the agencies are on the same page and driven by the same measurement? initiatives. There will be meetings where all agencies attend and come up with a Marketing plan that is innovative as well integrated amongst all components. 39. Can you describe the structure of the team at CRT that will be responsible for Part 1a, page 4 We have a Consolidated Marketing Department that manages working with the lead agency and subsequent partners? all the agencies. This department consists of a Director, Assistant Director and a Marketing Specialist.
  10. 10. 40. Can you supply us with the number of agency people currently on the account, by Part 1a, page 4 We do not track such information. However, the companies discipline, and the percentage of their time that is allocated to the LOT account? that are currently performing services for the State pursuant to the previous RFP probably do. Those firms include Peter A. Mayer Advertising, Williams Creative Group, Deveney Communications, GMac, Marmillion + Company, and Netcom. 41. Are you happy with your existing website and is there a role for the interactive Part 1d, page 6 Our website has just gone through a major redesign, we are partner beyond content management of the site? always open to new innovative ideas that will constantly enhance the feel and fuctionality of the site. 42. How is the allocation of the budget determined across channels? Who is Part 1b, page 4 That will determine after the contracts are awarded. The responsible for that decision? decision comes from Assistant Director of Tourism. 43. Has there been any market research conducted/sponsored by LOT in recent #6, page 18 Yes. Such a request is made through our department's years? If so, can we review the findings? attorney who will coordinate with the various agencies to set up a time for an agent to review said files, to the extent they exist, within the parameters of the Louisiana Public Records Act. 44. What are your current methods of creative testing? Is there flexibility for #6, page 18 Internet surveys, focus group-dial testing. Yes there is modification? flexibility for modification. 45. Please supply a copy of the current media plan, including budget allocation across #6, page 18 These documents are not necessary to respond to the RFP. all communication platforms and added value achieved for the current FY. To this extent these documents exist, they would be subject to the public records act. 46. Is the current FY initiative planned and executed on a monthly, quarterly or annual #6, page 18 Annually basis? 47. Are there any specific documents required to support the “Determination of Part 2c, page 14 No. However, proposers may want to review their proposals Responsibility” portion of the RFP, or will the state make the determination of globally to ensure that the information contained therein is responsibility based on the proposal as a whole? sufficient to demonstrate "responsibility" as defined in the requirements.
  11. 11. 48. Can one of the public relations strategies submitted be a project that was done by Reference RFP Section, Part 3. See answer #8 for first question. Yes to the second question. a sub-contractor? When you refer to “strategy” is that term synonymous with Instructions for Responding to RFP, The proposer was asked to describe a public relations “program?” page 18, #1, Creativity and strategy executed for a client. As a part of that, please Are you requiring examples of the public relations work i.e. samples of news Effectiveness provide whatever documentation allows you to describe or releases, collateral material etc.? Can you clarify what you mean by the “number of illustrate the work and the results of the work, which may very hours required to develop and implement”? well include descriptions or copies of the materials you listed. The idea behind requesting the time it took to implement the project is merely to get a better understanding of the scope of 49. For the subcontractor collaboration acknowledgement, is there a specific form we Ref. page 14, section b. item 3 First, we apologize for the two items numbered #3 on page are supposed to submit, or can this be a letter? 14. Sometimes the auto-numbering function got ahead of us. If your inquiry pertains to the “first” item number 3 (i.e., the certification statement that the proposer will not discriminate, and the proposer will make efforts to subcontract with socially and economically disadvantaged businesses and individuals as well as small entrepreneurships), the answer is yes, a letter or statement signed by the official designated in the Proposal Summary, #10, would be sufficient. There is no form. Continuation of Question 49 Ref. page 14, section b. item 3 If your inquiry pertains to the “second” item #3 regarding the submission of the formal contracts between your firm and any partner in the proposal, there is also no form. We would not presume to predict the myriad of business relationships that could be confected between two or more entities planning a collaboration to respond to this RFP and potentially to provide services under a contract awarded pursuant to this RFP. However, if you plan to present a proposal jointly with another firm, please be sure to include a copy of the agreement between your firms, and be sure that the agreement includes the information we requested, e.g, the nature of the relationship (e.g., contractor/sub-contractor, partnership, joint venture) and an explanation of the division of duties, billing and payment arrangements, lines of communication, and account management.
  12. 12. 50. Under the Archives section of the CRT web site we find that every department has Part 2. General Information About I would look at both the Rebirth Plan and all Strategic Plans its own Strategic Plan. Are we to combine the Rebirth Plan with the Strategic Plans the Issuing Agency. Department for the offices of CRT. Focus more on Tourism but since the for the offices of OLG, DCRT, and LOT to ascertain what is driving our work, or is Organization. Page 12 contracted agencies do work for other offices, it would be a there a single Strategic Plan that you are referencing on page 12? good idea to get familiar with them.
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