Texas Department of Agriculture RFP For TV and Radio Advertising
Response Deadline: September 22, 2023; 3:00 PM (CT)
NIGP Class-Items:
915-78 Television Commercial Production Services
915-74 Radio Commercial Production Services
915-10 Advertising, Digital
915-71 Newspaper and Publication Advertising, Non-legal
SECTION I – INTRODUCTION AND STATEMENT OF WORK
1 INTRODUCTION
Texas Department of Agriculture (TDA) is seeking qualified Respondent(s) to provide the development and execution of a media campaign that may include digital media, television (TV), radio, and other forms of outreach as well as sponsorship opportunities. The primary purpose of the media campaign is to effectively communicate TDA’s initiatives and messages to a wide audience.
Respondent will be required to provide TDA with the deliverables as specified in this RFP and as agreed upon under any contract(s) resulting from this solicitation.
RESPONDENTS ARE CAUTIONED TO READ THE INFORMATION CONTAINED IN THIS RFP
CAREFULLY AND TO SUBMIT A COMPLETE RESPONSE TO ALL REQUIREMENTS AND
QUESTIONS AS DIRECTED.
2 BACKGROUND
Established by the Texas Legislature in 1907, TDA was created to gather statistics on crops and livestock and to educate farmers on advanced farming methods and practices. Over time, the Department’s responsibilities expanded significantly, including the absorption of the Office of Rural Affairs and the
State Office of Rural Health in 2011. Today, TDA performs a wide variety of regulatory, nutrition, economic development, and marketing activities, such as:
Regulating the growth and transport of agricultural commodities;
Administering federal and state nutrition assistance programs for children and adults;
Regulating agriculture-related activities in the marketplace to protect consumers, such as the sale of agricultural commodities and the use of pesticides;
Providing financial assistance to young farmers, rural healthcare facilities, and community infrastructure projects to promote economic development in rural Texas; And
Promoting Texas agricultural products locally, nationally, and internationally.
TDA is tasked with promoting Texas agriculture and the rural economic and community development life that supports farms and ranches across the state.
Texas has a special mystique and country lifestyle that is attractive to Texans and non-Texans alike. TDA has programs that promote:
Small town life for retirement or the Winter Texans;
The goodness of fresh, farm-to-table food; and
The diversity of local agricultural products – from garden-fresh salsa to wild-caught gulf shrimp and from a growing local brewery scene to award-winning Texas wines.
TDA’s target audience is genuinely interested in the Texas experience, likes the mystique of the cowboy life, or may be a “foodie” interested in the culinary experiences that range from bar-b-que served on butcher paper to multicourse meals from celebrity chefs. The audience should have the means to travel, purchase Texas-produced goods and services, or move to Texas.
TDA wants the promotion to be as diverse as Texas and the connect as genuine.
SCOPE OF WORK/SPECIFICATIONS
TDA is seeking one or more qualified Contractors to provide the development and execution of a media campaign that includes digital media, television, radio, and other forms of outreach as well as sponsorship opportunities.
Contractor(s) must provide a sponsorship opportunity for a Texas western/rural lifestyle program that includes production of various television and radio advertisements for Texas agriculture, services, rural communities, and TDA’s GO TEXAN (GT) program. The program(s) will have as the host a recognizable country/cowboy personality with a successful audience draw.
This RFP provides an outline of the project and service specifications and requires that all respondents provide information about their organization’s viability, experience, and capability to successfully perform and to provide the requested services according to the following specifications, deliverables, and other requirements.
As a result of this RFP, TDA expects to receive and evaluate responses and select one (1) or more qualified Respondents with whom to enter into negotiations. TDA reserves the right to make a single award or multiple awards from this RFP for the following services:
1. TV Advertising and Promotion,
2. Radio Advertising and Promotion, and
3. Traditional Media Campaign Development and Execution, as needed.
4. Digital Media Campaign Development and Execution, as needed.
5.1 GOALS AND OBJECTIVES
Contractor(s) will provide the goods and services to the following specifications and standards:
1. TV Advertising and Promotion: The development and execution of a media campaign to be aired on Somewhere West of Wall Street or a TDA approved equivalent (TV show) and other media related to TV program.
a. Advertise on a weekly TV show.
b. Develop an approved project schedule for TV advertising.
c. Show format that provides for exchanges with TDA spokesperson having experience in rural life and TDA programs and country/western associated guests, such as singers, agriculture experts, and similar guests.
d. Copy of broadcasts made pursuant to any contract resulting from this solicitation.
e. Content that TDA deems unable to service internally, which falls within the scope of work outlined in this solicitation and its requirements.
2. Radio Advertising and Promotion: The development and execution of a radio media campaign to be aired on Cowboy Corner or TDA approved equivalent (radio program) and other media related to the radio program.
a. Advertise on a weekly radio program, generally comprised of 30- second ads.
b. Develop an approved project schedule for radio advertising.
c. Show format that provides for exchanges with TDA spokesperson having experience in rural life and TDA programs and country/western associated guests, such as singers, agriculture experts, and similar guests.
d. Copy of broadcasts made pursuant to any contract resulting from this solicitation.
e. Content that TDA deems unable to service internally, which falls within the scope of work outlined in this solicitation and its requirements.
3. Traditional Media Campaign, as needed: The development and execution of a media campaign on TDA’s programs as the need arises through various forms of media, which include, but are not limited to, Magazines, Newspapers, TV and radio.
a. Advertise and promote all aspects of a wide range of TDA programs, which may include, but are not limited to, GO TEXAN Program, Texas Wine Marketing Program, Specialty Crop Program, Texas Gulf Shrimp Program, Summer Meals Program, Farm Fresh Initiative, Don’t Pack a Pest Program, and Agriculture Stress Program.
b. TDA will notify Contractor(s) under this portion of the Contract, when these services are needed through a work order and will request proposals be submitted. TDA will award projects on an as needed basis to Contractor(s) whose proposals best fit the project needs. No amount of work or compensation is guaranteed through this portion of the Contract.
4. Digital Media Campaign, as needed: The development and execution of
a digital media campaign on TDA’s programs as the need arises through various forms of media, which include, but are not limited to, social media, live-streaming, YouTube, and podcasts.
a. Advertise and promote all aspects of a wide range of TDA programs, which may include, but are not limited to, GO TEXAN Program, Texas Wine Marketing Program, Specialty Crop Program, Texas Gulf Shrimp Program, Summer Meals Program, Farm Fresh Initiative, Don’t Pack a Pest Program, and Agriculture Stress Program.
b. TDA will notify Contractor(s) under this portion of the Contract, when these services are needed through a work order and will request proposals be submitted. TDA will award projects on an as needed basis to Contractor(s) whose proposals best fit the project needs. No amount of work or compensation is guaranteed through this portion of the Contract.
