Essex, New Jersey Issues Creative Media RFP
Essex County Turtle Back Zoo is seeking proposals from media agencies for the creative development, production and distribution of a multi-media advertising campaign to include a 15 & 30-second commercial ad. The campaign will be timed to drive attendance to the zoo during its 20I9 season from April through September. Over the years, Turtle Back Zoo has expanded to offer a first-rate education and entertainment facility based on its mission to educate the public about wildlife and wildlife conservation. In addition, its location at the South Mountain Recreation Complex affords guests the added recreational opportunities of ice skating, a ropes course, paddle boating, mini-golf, walking paths and a playground.
Background:
The Essex County Department of Parks, Recreation and Cultural Affairs oversees Essex County Turtle Back Zoo and the South Mountain Recreation Complex. Promoting these facilities and their programs to residents of New Jersey and the surrounding region via a multi-media campaign across multiple platforms in order to reach its attendance goals in 2019 is the reason for this request. A firm is needed to develop creative content that will attract and engage new audiences at the zoo. The firm will present at least 3 concepts for possible development. The firm will oversee the production of the selected campaign by the zoo. In addition, the firm must identify and negotiate the most cost-efficient outlets to advertise Turtle Back Zoo to grow and diversify its family-friendly audience. This contract will be all inclusive – for the development of creative content, production of all campaign pieces, and the purchase of airtime and media spots for both a 15 second & 30-second video as well as complimentary print and web advertising.
Scope of Work:
A firm is needed to develop creative content that will attract and engage new audiences at the zoo. The firm will present at least 3 concepts for possible development. The firm will oversee the production of the selected campaign by the zoo. In addition, the firm must identify and negotiate the most cost-efficient outlets to advertise Turtle Back Zoo to grow and diversify its family-friendly audience. This contract will be all inclusive – for the development of creative content, production of all campaign pieces, and the purchase of airtime and media spots for both a 15 second & 30-second video as well as complimentary print and web advertising.
The agency will coordinate the contracts and purchases of all advertisements. And will act as a liaison between the Department and third-party vendors.
The agency will work with the Department to customize a media package targeting children and !weens age (6-14); parents age (30-45) and grandparents (age 60-70) and will provide statistics on the number of impressions anticipated via the proposed media package, “SPOTLIGHT COUNTS” and a final report on the metrics of the campaign. The agency will include in its proposal a means of measuring the campaign’s success, specifically a metric to capture how many new visitors are driven to the zoo by the campaign.
Creative
- Provide three (3) creative concepts from which the county can select to promote its 2019 season
- Work with the County to refine the selected concept
- Oversee production of creative content including a selection of vendors, quality of workmanship, casting, and post-production processing.
Advisement
- Recommend alternative media buying options and seek out competitive pricing for unique offerings in the market.
- Recommend ways to continue honing the South Mountain Recreation Complex brand.
Procurement
- Agency will purchase advertising airtime on behalf of Essex County.
- Agency will contract for all production services and associated costs
- Agency will negotiate all contracts for advertising airtime.
Due Date:
November 27
Address:
Julius N. Coltre, Purchasing Director
Office of Purchasing, Hall of records, Room 335
465 Dr. Martin Luther King, Jr. Blvd.
Newark, New Jersey 07102
