Procurement Portal
CLOSEDDigital Advertising Services
Last updated by Addendum #1 on Aug 1, 2024 5:02 PM
Request for Proposals
Procurement
Project ID: BC-2024-029
Release Date: Thursday, July 18, 2024
· Due Date: Wednesday, August 21, 2024 2:00pm
Posted Thursday, July 18, 2024 8:00am
All dates & times in Eastern Time
Question & Answer
Questions and clarifications about the project
1. No subject Jul 29 2024 at 2:35 PM
Anonymous Jul 29 2024 at 2:35 PMUser information is privatePlease share more information about how your marketing budget is currently split between your target audiences. For example, do you have an equal percentage breakdown, or a heavier focus on a particular audience? - Aug 1 2024 at 1:01 PMLeon County
Our marketing budget is split across our main target audiences - families, craft beer enthusiasts, foodies, college sports fans and outdoor enthusiasts. This year’s media budget is broken down as follows - 1% Sports, 1% Meetings, 3% Arts and Culture, 4% Local, 5% Adderley Amphitheater Concert Marketing, 6% Inclusive, 6% Outdoors, 8% Sponsorships, 10% Bicentennial and 56% Leisure Travel. This year is a little different because of our Bicentennial, otherwise we typically have a heavy focus on Leisure, Outdoors, Arts & Culture and Inclusive.
2. No subject Jul 29 2024 at 2:35 PM
- Anonymous Jul 29 2024 at 2:35 PMUser information is private
Please provide more information about your current technology stack and a CMS that runs your website. - Aug 1 2024 at 1:01 PMLeon County
Our current website(s) are all run through WordPress CMS. Sites include VisitTallahassee.com, MBTallahassee.com and TheAdderleyAmphitheater.com.
3. No subject Jul 29 2024 at 2:36 PM
- Anonymous Jul 29 2024 at 2:36 PMUser information is private
Please provide a list of social media platforms you are currently active on. - Aug 1 2024 at 1:01 PMLeon County
Facebook, Instagram and YouTube.
4. No subject Jul 29 2024 at 2:36 PM
- Anonymous Jul 29 2024 at 2:36 PMUser information is private
Can we please get a copy of your current annual media plan and a sample monthly report? - Aug 1 2024 at 1:01 PMLeon County
This year’s media budget is broken down as follows - 1% Sports, 1% Meetings, 3% Arts and Culture, 4% Local, 5% Adderley Amphitheater Concert Marketing, 6% Inclusive, 6% Outdoors, 8% Sponsorships, 10% Bicentennial and 56% Leisure Travel. Our media allocation by medium is as follows: 3% Radio, 3% Print, 7% SEM, 8% Billboard, 10% Paid Social and 69% Digital. The current agency of record no longer provides monthly/quarterly or annual reports. The billable allocated account hours were being utilized to develop the agency reporting and staff made the decision that agency time was best utilized towards efforts marketing the destination. We do however periodically receive raw data reports and the last report received is attached. Currently Tourism staff tracks and self-reports the KPI’s with regular reports to the Tourist Development Council. The most recent staff report is attached. We anticipate the agency(s) awarded the account would provide monthly, quarterly and annual reporting as part of the annual retainer fee. Please see attachments in Addendum #1.
5. No subject Jul 29 2024 at 2:36 PM
- Anonymous Jul 29 2024 at 2:36 PMUser information is private
What is the current annual traffic to your website and the hosting platform you are utilizing? - Aug 1 2024 at 1:01 PMLeon County
Annually traffic to the website is approximately 150-200k users. We use a Word Press CMS. The hosting provider is unknown and hosted through the current agency of record. If needed, we will work with awarded agency for a site migration.
6. No subject Jul 29 2024 at 2:36 PM
- Anonymous Jul 29 2024 at 2:36 PMUser information is private
What is the size of your email marketing list and frequency of communications? - Aug 1 2024 at 1:01 PMLeon County
Approximately 17,500 users across all of our lists (consumer, industry, etc.) with typically 3-4 email correspondences per month targeting different audiences (consumer, industry, etc.). Visit Tallahassee staff manages the execution of email blasts internally, but are seeking recommendations for improving our email communications from the selected firm.
7. No subject Jul 29 2024 at 2:36 PM
- Anonymous Jul 29 2024 at 2:36 PMUser information is private
What percentage of your budget has historically been allocated towards the media buying versus agency services? - Aug 1 2024 at 1:01 PMLeon County
Historically, agency services fees have comprised approximately 30% of the marketing/media budget.
8. No subject Jul 29 2024 at 3:26 PM
- Anonymous Jul 29 2024 at 3:26 PMUser information is private
When looking at the Fixed prices, does this need to include any production? - Aug 1 2024 at 1:01 PMLeon County
No. The remaining budget outside of the fixed monthly fees will include any production costs associated with printing, activations, etc.
9. No subject Jul 29 2024 at 3:26 PM
- Anonymous Jul 29 2024 at 3:26 PMUser information is private
Will there be any content creation as part of the fixed price retainer? - Aug 1 2024 at 1:01 PMLeon County
Yes, there will be some content creation as part of the fixed price retainer noting the Visit Tallahassee team does content creation as well. Please see answer to question 10 for further clarification.
10. No subject Jul 29 2024 at 3:26 PM
- Anonymous Jul 29 2024 at 3:26 PMUser information is private
Re: Website content curation and creation. Can you elaborate on the scale of this work? Are there sample monthly deliverables? Has this required Dev in the past? - Aug 1 2024 at 1:01 PMLeon County
We expect the selected agency to review existing digital content and make recommendations as to new, engaging, authentic material tailored to our audiences. There will be some content creation that the agency will be responsible for and some that the Visit Tallahassee content team will handle. We don’t anticipate the agency doing more than 1-2 curated content articles a month. Should additional development services be required we will allocate an additional budget to cover costs.
11. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Re: 75% of the budget presumptively going to media, does this include any influencer/content creator costs? - Aug 1 2024 at 1:01 PMLeon County
75% of the budget will be allocated towards media, production and out of market event activation(s). We are very open to recommendations for campaigns where that budget/funding could be utilized for influencer/content creator costs.
12. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Can you share the scale of SEM and SEO work? - Aug 1 2024 at 1:01 PMLeon County
SEO – At a minimum, we would like semi-annual SEO audits of our website that include implementation of recommended enhancements and guidance for ongoing improvements. SEM – We are seeking recommendations as to how we can maximize our reach and use our budget most effectively.
13. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Re: Visit Widget, this is an external tool. Is this currently used on the website and would we just be maintaining that relationship? Or would there be development - Aug 1 2024 at 1:01 PMLeon County
Yes, Visit Widget is integrated into our website and as a stand-alone mobile app. We expect the agency to work with the developers at Visit Widget to ensure continued compatibility with our website and for any future enhancements to our mobile app.
14. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Confirming social media management is not included in the Statement of Work? - Aug 1 2024 at 1:01 PMLeon County
Correct, Social Media, both paid and organic, is handled in-house. We would seek collaboration/coordination on overall strategic direction.
15. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Do you have a format or tool for reporting or would you expect the vendor to develop/reccomend? - Aug 1 2024 at 1:01 PMLeon County
We do not have a set format for reporting and would look to the vendor to develop/recommend.
16. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Is there a cadence for vendor/client meetings that is a minimum? Please also outline the virtual status meetings and expectation for in person. - Aug 1 2024 at 1:01 PMLeon County
We anticipate weekly virtual meetings at the start of the contract. Once the marketing and media plan is in place and running, we anticipate every other week virtual status meetings. Annually, for planning purposes, we would request an in-person meeting.
17. No subject Jul 29 2024 at 3:27 PM
- Anonymous Jul 29 2024 at 3:27 PMUser information is private
Given the preferences for a local partner, would having a local account coordinator be an advantage, even if the agency is not based in the mentioned counties? - Aug 1 2024 at 1:01 PMLeon County
Having a local account coordinator is not a requirement for this scope of services.