MARKETING SERVICES REQUEST FOR PROPOSAL (RFP) BID # 22-S-005-832
Proposal Due Date: 5:00 PM EST, Monday, September 18, 2023
SECTION C – SCOPE OF WORK
C.1 SCOPE
The Contractor(s) shall develop and implement a strategic integrated marketing plan (the “Marketing
Plan”) to promote and enhance the “Events DC” brand, raising its public profile in local, national and
international markets by communicating the corporate brand identity for the purpose of improving the
market position and increasing business revenue in Events DC’s three (3) lines of business. The
Contractor shall provide campaign development, strategic counsel, creative direction, project timeline
management, tactical media planning and market research for marketing activities associated with the
corporate brand, activities and identity. The services to be performed include, but are not limited to:
(a) Collateral development and messaging, including sales promotions and campaigns, to promote
Events DC’s services and venues, including creative brand refresh;
(b) Development, coordination, and outreach to potential clients around specific high-profile events
and programs identified by Events DC;
(c) Social and new media (such as augmented reality, virtual reality, e-gamming and advance
website technology) outreach to promote the activities of Events DC;
(d) Securing profiles and interviews with general market and industry publications;
(e) General outreach and marketing campaign support;
(f) Implementation of the overall Marketing Plan via ad placements and direct mailings as directed;
(g) Promotion of Events DC’s events and initiatives to interested stakeholders via earned and new
media;
(h) Design, production, and distribution of collateral materials, including revising them as necessary,
consistent with the Events DC brand guidelines;
(i) Attending in person Kick-Off Meeting as well as strategy meetings with key members of Events
DC’s staff and; and
(j) Purchasing advertising on behalf of Events DC. Advertising purchases may also include ad hoc
media buys on social media and search engines.
C.2 MARKETING PLAN-RESEARCH
The Marketing Plan should be based on available market research (past advertising results, the current
market, and any additional resources the Contractor determines applicable) and adhere to the tactical
sales strategies and goals as communicated by the COTR and must be designed to achieve the following:
(a) Improve market position for the Events DC brand and all of its Facilities;
(b) Increase sales lead generation for all of Events DC’s Facilities;
(c) Increase the overall brand awareness and market reach of Events DC;
(d) Increase Events DC brand relevance in targeted markets and with customers; and
(e) Maintain Events DC’s brand identify across all channels/vehicles (such as press releases, Eblasts, and social media).
C.3 MARKETING PLAN-SALES LEADS
The Contractor’s overall Marketing Plan shall encompass strategies that will generate sales leads. The
Contractor’s Marketing Plan shall meet the following requirements:
(a) Create opportunities to help generate sales leads and facilitate collaboration between Events
DC’s marketing and sales efforts to promote the Events DC brand and its portfolio of Facilities;
(b) Use measurement tools/methods for quantifying sales leads following implementation of the
Marketing Plan;
(c) Create and produce at least one (1) special Events DC partnered/sponsored opportunity.
Examples of pass collaborative events are Jazz Fest, Horse Show, and NRG Esports; and
(d) Target markets such as:
i. Small meetings;
ii. Consumer shows;
iii. Association and annual events;
iv. Sports and entertainment events; and
v. Corporate, social, and non-profit events.
C.4 MARKETING STRATEGY
The Contractor shall develop an integrated ongoing marketing strategy (“Marketing Strategy”) and
creative Brand “Refresh” to include the following:
(a) Initial steps to developing the Marketing Strategy shall consist of, but are not limited to:
i. Campaign development;
ii. Conduct an environmental audit; and
iii. Establish a roadmap to achieve goals set forth against the project.
(b) A monthly campaign report containing data meeting the following metrics:
i. Sales Leads;
ii. Earned Media Impressions;
iii. Engagement Level;
iv. Touch points;
v. Social Media Impressions;
vi. Tone; and
vii. Attendees.
(c) Concept, Design and placement of new creative brand collateral, including corporate stationary
and other branded items to highlight the Brand Refresh;
(d) Concept and design for an exhibition booth or brand activation that tells the Events DC brand
story; and
(e) Establishing the strategy to drive new traffic to Events DC’s websites and the “Plan and Book
Portal” within a six (6)-month period.
