Closing date: 1/26/23 at 6:00pm local time
The City of Little Rock (CLR) requests proposals from organizations who are authorized to do business in
the State of Arkansas and who are qualified to provide marketing and public relations services. This
Request for Proposals (RFP) supports the City’s strategic goals, and initiatives outlined by Mayor Frank
Scott, Jr.
2) Definitions
- The CLR has made every effort to use industry-accepted terminology in this solicitation and will further clarify any point or item in question as indicated in the Questions and Clarifications section on the electronic bidding system (LRPROCURE).
i) “Prospective Vendor” means a person who submits a bid in response to this solicitation.
ii) “Vendor” means a person who sells or contracts to sell commodities and/or services.
iii) “Responsive bid” means a bid submitted in response to this solicitation that conforms in all material
respects to this RFP.
iv) “Bid Submission Requirement” means a task a Prospective Vendor must complete when submitting
a bid response. These requirements will be distinguished by using the term “shall” or “must” in the
requirement.
v) “Requirement” means a specification that a vendor’s product and/or service must perform during
the term of the contract. These specifications will be distinguished by using the term “shall” or
“must” in the requirement.
vi) “City” means the City of Little Rock, Arkansas. When the term “City” is used herein to reference any
obligation of the City under a contract that results from this solicitation.
3) Scope of Services
a) Goal
i) The Little Rock Zoo is seeking a qualified vendor to design and conduct continuous marketing
campaigns to promote the Little Rock Zoo by increasing public outreach.
b) Terms of Award
i) Services shall only begin after contract is signed and fully executed.
ii) The initial contract term will be for twelve (12) months.
iii) Upon mutual agreement, the contract may be extended for up to two (2) additional twelve (12) month
terms or a portion thereof based on satisfactory performance and availability of funds.
iv) An award may be made to one vendor at the sole discretion of the City.
c) Target Population
i) The target audience for the Little Rock Zoo is families with children ages 2-12. Other audiences include:
(1) adults over the age of 21 for adult-specific events
(2) private organizations that may rent the zoo for catered events
(3) zoo members
(4) donors
(5) volunteers
(6) any individual or organization interested in the Little Rock Zoo
d) Outcomes Desired
i) The vendor shall create and execute an engaging branding and marketing campaigns that drove
admission sales 5% of the time.
ii) The vendor shall create and execute marketing strategies that increase the sale of special event tickets and private parties 5% of the time.
iii) The vendor shall create and execute marketing strategies that increase the sale of memberships 5%
annually.
iv) The vendor shall create public relations and education strategies that increase the motivation of the
public to care about conservation and sustainability practices that save wildlife and wild places 50%
of the time.
e) Minimum Qualifications
i) The vendor shall have a minimum of five (5) years’ experience with marketing, public relations, and
event promotion.
ii) The vendor shall have a minimum of five (5) years’ experience developing television, radio, print,
online, and social media advertising strategies and materials.
f) Minimum Requirements
i) The vendor shall create a marketing and public relations campaigns promoting the Little Rock Zoo and
Zoo events.
ii) The vendor shall conduct research and develop recommendations for paid and earned media for TV,
radio, print, and online advertising campaign components.
iii) The vendor shall conceptualize and create advertisement content for marketing medias such as: print, radio, and television.
iv) The vendor shall create promotional content for Little Rock Zoo website and social media platform
which include Facebook, Twitter, and Instagram.
v) The vendor shall coordinate with event vendors regarding the production of marketing materials,
banners, signage, and other printed items, upon request.
(1) The vendor shall incorporate branding strategies that align with the Zoo as an accredited
organization by the Association of Zoos and Aquariums committed to the highest standards in
animal care and conservation.
vi) The vendor shall develop, distribute, and catalog all press releases and media announcements.
vii) The vendor shall work with Zoo staff to schedule on-air appearances for television and radio to aid in
promoting the Zoo.
viii)The vendor shall receive written approval from the Zoo Director or designee prior to publishing and
distribution of any public marketing and communications materials.
ix) The vendor shall facilitate project update calls with the Zoo Director and Zoo staff at a minimum of
once per week during the contract period.
x) The vendor shall identify new opportunities and strategies to promote the Zoo and Zoo events.