This is for the Fairfax County Economic Development Authority (FCEDA) request for proposals for advertising and public relations services Thank you for your interest in the RFPs and in the Fairfax County (Virginia) Economic Development Authority RFP 2016-02 (advertising services) RFP 2016-03 (public relations services) Submit questions about the RFP process by May 13, 2016

1. Pre-Proposal Webinar
RFP 2016-02 – advertising services
RFP 2016-03 – public relations services
May 4, 2016

2. The Fairfax County Economic Development Authority (FCEDA)
is an independent authority created by the Virginia General
Assembly in 1964 and funded by the County of Fairfax through
its general fund.
The FCEDA is charged with encouraging U.S. and foreign-
owned businesses to locate to, stay in, and expand in Fairfax
County to increase the county’s commercial tax base that the
Fairfax County Board of Supervisors uses to fund high-quality
public services for a growing and diversifying population.
We do this by filling office space and working with companies
that want to locate or expand here and create jobs.

3. The FCEDA has a staff of 35 in Tysons Corner, Fairfax County’s largest
business district.
We also have offices in these important technology markets: Bangalore,
London, Los Angeles, Munich, Seoul and Tel Aviv.

4. What is the role of advertising and PR?
The FCEDA was a pioneer in using advertising and public relations as part
of an economic development program. It is vital to create, maintain and
enhance an image of Fairfax County as a high-quality business location,
ideally suited to business investment.
Advertising has been used in domestic and global markets since 1977 to
promote Fairfax County as a leading business location in support the
marketing staff’s work to create job opportunities and increase the
county’s commercial tax base.
Public relations has been used in domestic and global markets for more
than 20 years.

5. What do we want?
The FCEDA requires a mix of advertising and public relations services to
support its programs and efforts toward fulfilling the above purposes. We
have posted two RFPs to find those providers.
The objective of the RFPs is to enter into a contract with firms that will
offer the best possible mix of domestic and international advertising and
PR services to promote the county as a business and technology center.
This will be done to support the FCEDA’s mission to expand Fairfax
County’s commercial tax base and employment opportunities, as well as
promote an understanding of the value of economic development in
Fairfax County.
But first, a bit about Fairfax County…

6. Continued Population Growth
Sources: U.S. Census Bureau and Bureau of Population Research, University of Virginia.
333,082
522,200
649,313
863,134
1,022,298
1,125,400
-
200,000
400,000
600,000
800,000
1,000,000
1,200,000
1964 1974 1984 1994 2004 2015

7. Race and Ethnicity –
A Diversifying community
Sources: U.S. Census Bureau and Fairfax County Department of Neighborhood and Community Services.
White
95%
Black
5%
Other
0%
1960
White
52%
Asian
19%
Hispanic
16%
Black
9%
Other
4%
2014

8. Growth of a Job Center
Sources: Bureau of Labor Statistics and Virginia Employment Commission.
63,723
122,156
242,988
404,235
544,258
579,369
-
100,000
200,000
300,000
400,000
500,000
600,000
700,000
1964 1974 1984 1994 2004 2014

9. Growth of an Office Space Giant
N/A N/A
35.1
75.6
102.1
116.2
0.0
20.0
40.0
60.0
80.0
100.0
120.0
140.0
1964 1974 1984 1994 2004 2015
millions of square feet
Source: Fairfax County Economic Development Authority.

10. County Budget – Growth and Complexity
Source: Fairfax County Department of Management and Budget; values adjusted for inflation.
$281.02
$975.49
$1,412.19
$2,234.39
$3,225.35
$4,012.54
$0.00
$500.00
$1,000.00
$1,500.00
$2,000.00
$2,500.00
$3,000.00
$3,500.00
$4,000.00
$4,500.00
1964 1974 1984 1994 2004 2017
current dollars in millions

11. Major Employers – Government Sector

12. Major Employers – Diverse Sectors

13. Economic Development Helps reduce the
Property Tax Rate
Source: Fairfax County Department of Management and Budget.
$1.50
$1.72
$1.47
$1.16 $1.16
$1.09
$1.13
$-
$0.50
$1.00
$1.50
$2.00
1964 1974 1984 1994 2004 2014 2017
effective rate per $100 assessed value

14. A Diversifying Business Community
Foreign-Owned Companies Minority-Owned Companies
17
414
0
50
100
150
200
250
300
350
400
450
1979 2014
11,666
47,911
0
10,000
20,000
30,000
40,000
50,000
60,000
1992 2012
Sources: Fairfax County Economic Development Authority and U.S. Census Bureau , Survey of Business Owners.

15. Climbing Public School Enrollment
Source: Fairfax County Public Schools.
94,232
145,385
123,163
137,646
180,282
186,714
0
50,000
100,000
150,000
200,000
250,000
1964 1974 1984 1994 2004 2015

16. How big are the advertising and PR services
contracts?
In fiscal year 2016, the FCEDA budgeted about $1.1 million for
advertising and public relations in the U.S. and key international markets.
Of that total, almost $1.0 million is expected to be spent on advertising
services including placements, retainer and production costs. Slightly
more than $100,000 is expected to be spent on public relations and
related services.
The amount budgeted for these services can change annually subject to
Fairfax County and FCEDA budget allocations.

17. RFP timeline
• RFPs published April 27
• Webinar May 4
• Questions on process by May 13; all answers posted by May 20
• Deadline to submit proposals May 31 at 2pm Eastern time
• Interviews of top-ranked candidates week of July 5
• FCEDA Commission meeting July 19
• Contracts begin October 1
Contracts run from October 1, 2016, through June 30, 2018. Two-year
extension possible through June 30, 2020.

18. IMPORTANT!!!
Firms that currently provide similar services for competing economic
development organizations should not apply.
Any economic development or community promotion work done in the
Washington, D.C., area, would be considered a conflict of interest. Similar
work done in any of the FCEDA’s primary markets in the northern
California, southern California and Boston metropolitan areas also is
considered a conflict of interest.
Work in other markets could be considered a conflict as well – submit a
question about it. Determination of a conflict resides with the FCEDA
president and CEO.

19. Advertising services RFP submission
Technical (creative) proposal based on:
• experience of firm and staff
• strategy
• previous work and references
Strategy will be based on advertising placements at three levels of
funding: $400,000, $600,000 and $800,000.
Business proposal – how much various services would cost at the three
levels of funding for advertising placements

20. Public relations services RFP submission
Technical (creative) proposal based on:
• experience of firm and staff
• strategy
• previous work and references
Strategy will be based on public relations services at three levels of
funding: $100,000, $200,000 and $300,000.
Business proposal – how much various services would cost at the three
levels of funding

21. Selection of top bidders
• Selection Advisory Committee first will score the technical proposals,
then the business proposals.
• Top-ranked bidders will be invited to make presentation to the SAC.
• Advertising and PR interviews will be held separately.
• Top-ranked advertising and PR firms will be invited to present to the
FCEDA Commission.
• Commission will rank bidders and authorize negotiations.
• Commission will select contractors.

22. The not-so-fine print
Firms may submit proposals for both the advertising and public relations
RFPs but the submissions must be made separately and will be considered
separately.
Any particular section of your proposal that you consider to be
proprietary must be so marked. Proposals will not be considered
proprietary in their entirety.
Proposals received at the Fairfax County Economic Development Authority
after 2 P.M., Eastern time, May 31, 2016, will NOT be considered for
contract award and shall be returned to the bidder.
Five hard copies of the proposals must be submitted by mail or courier.
We will not accept proposals via e-mail.

23. Questions about the RFP process?
Submit questions (e-mail only) by May 13
All answers posted by May 20
Flor Morrobel
Procurement manager
fmorrobel@fceda.org

24. Thank you for your interest in the RFPs
and in the FCEDA