Responses must be received BEFORE: March 28, 2023, 11:00 A.M. C.S.T
PART II –STATEMENT OF WORK
1. BACKGROUND
The River Authority is looking for a full-service creative, public information, media relations and communications services agency(ies) to aid in focusing, growing, and evolving the River Authority’s brand and increasing overall knowledge of the River Authority’s mission, projects, and services as well as appreciation for the natural resources of the creeks and rivers of the San Antonio River Basin. Occasional support of the River Authority’s non-profit organization, the San Antonio River Foundation (SARF),
may also be required.
The River Authority reserves the right to perform, manage and/or administer any function referenced within the Scope of Services with River Authority staff at any time during the resultant contract period. This may alter the amount of overall funds and projects administered by the contracted Agency and will be determined on a project-by-project basis.
2. OBJECTIVE
The River Authority is seeking proposals from qualified full-service creative, public information, media relations and communications services agencies. The successful Respondent(s), either with its own resources and staff or through subcontracting with other service vendors, must be able to perform the following communications services functions, including, but not limited to, managing/executing integrated media strategies including branding, creative concepting, production, planning, purchase and placement of broadcast, digital, social, print and out-of-home promotion, outreach programs, digital
strategies, experiential event and activation planning, constituent analysis and research, and translation services. Additionally, expertise in public information and media relation outreach initiatives is required to aid in message development and public and media outreach efforts as well as crisis public relations management, per the River Authority’s discretion. On an as needed basis, the selected firm may also be required to aid the River Authority’s nonprofit organization, SARF.
The intent is to award a firm monthly retainer for four (4) Base Services as outlined in Section II Part 5 Statement of Work Items A-D. Additional campaigns or services may be needed over the contract term. If necessary, the River Authority will negotiate a task order for services as outlined in Section II Part 5 Statement of Work Item E with the contracted firm utilizing the Billable Rates established in the contract.
3. CONSULTANT RESPONSIBILITIES
In addition to the selected Respondent(s) meeting the Base Services Statement of Work
set forth in this RFP, the selected Respondent(s) shall comply with various performancebased criteria including, but not limited to, the following:
A. Increase constituents’ positive impression/perception of the River Authority
B. Increase constituents aided and unaided awareness of the River Authority
C. Increase constituents’ positive impression/perception of the San Antonio River
and its tributaries.
D. Increase constituents’ knowledge of and engagement in actions to help preserve and protect the San Antonio River and its tributaries influenced by the River Authority’s social marketing strategies.
E. Deliver targeted impressions.
F. Increase online engagement – “online engagement” is defined as all web/social
actions taken by the public. It includes social media interaction such as likes of posts, shares, reactions, video plays and comments on Facebook, Twitter, or any additional social media platform.
4. OWNER RESPONSIBILITIES
The San Antonio River Authority (River Authority) will be responsible for the following:
A. Meet with the selected Respondent(s) on a weekly basis for the purpose of carrying out the River Authority initiatives.
B. Work closely with the with the selected Respondent(s) to perform all related tasks required by the River Authority to fulfill the purposes of this contract.
C. Provide final approval of all expenditures that are prepared and executed by the selected Respondent(s).
D. Give the selected Respondent(s) access to contact media on the behalf of the River Authority.
E. Give the selected Respondent(s) access to River Authority’s social media platforms to complete the scope of work provided in the contract.
F. Respond to inquiries and/or questions from the selected Respondent(s) within 48
hours. If the inquiries and/or questions need further time for research, the PA staff will notify the selected Respondent(s).
G. Respond to approvals from the selected Respondent(s) within 48 hours. The PA staff will notify the selected Respondent(s) of all approvals through email or written notice. No approvals from the River Authority to the selected Respondent(s) over the phone or in person will be accepted. ALL approvals
MUST be documented.
5. STATEMENT OF WORK
Due to the wide range of communications and outreach programs, Respondent(s) may subcontract subject matter experts for some of these services. These services may be adjusted throughout the term of the agreement and based on various strategies including but not limited to marketing trends, branding, creative direction, individual initiatives, digital and online strategies, revenue partnerships, and more. Respondent(s) must demonstrate ability to strategically plan, integrate, manage, and execute an assortment of communications projects and/or subcontractors as needed or required.
The selected Respondent(s) shall ensure compliance to the River Authority’s technical
and security standards. When providing solutions and services to the River Authority, the
selected Respondent(s) shall give special attention to compatibility of all proposed
technical solutions with the existing the River Authority technology. Implementation of technical solutions (to include websites, databases, and other marketing systems) shall be coordinated with the River Authority’s technical staff.
A. Monthly Base Services for Creative Branding and Positioning
1. Provide creative services related to the concepting, design and execution of a new branding initiative for the River Authority, including, but not limited to, branding and outreach promotional programs targeting the citizens of Bexar, Wilson, Karnes and Goliad counties and various other
selected targets that can help accomplish the River Authority’s mission.
2. Develop creative content for websites, digital desktop and mobile platforms, email, social media, television, radio, magazine, newspaper, out-of-home, sweepstakes and promotions, cooperative promotional programs, and other forms of outreach designed for all the River
Authority’s target audiences.
3. Utilize the tools above to create communications that promote the San Antonio River and its tributaries along with the breadth and depth of the goals and services conducted by the River Authority to the target audiences for the purpose of growing and evolving the River Authority’s brand and increasing overall knowledge of and appreciation for the San Antonio River and its tributaries and the work and services conducted by the River Authority.
4. Translate and proofread any materials developed as final product to be published in English and Spanish. Respondent(s) shares responsibility for all approved content.
5. Provide production for new technologies and exercise its best efforts, in conformance with standard industry practices, to develop or produce for the River Authority that quality of artwork, digital files, online and mobile ads, web pages, printed matter and other collateral materials as may be
required by the River Authority and purchase same at advantageous rates available in the commercial advertising market. The materials will be digitally coded and set up for tracking and metric/analytical reporting.
6. Prepare radio, television and streaming (e.g.,YouTube, Vevo, etc.) commercials upon request by the River Authority and render the necessary supervisory services such as but not limited to, creative concept, script writing, media selection that best suits the River Authority brand,
commercial production, in connection therewith, and, in the case of programs, shall render the necessary supervisory services in connection with such programs.
7. Production responsibilities also include, but are not limited to:
i. Trafficking of digital files/materials to media outlets
ii. Uploading digital files of broadcast materials
iii. Providing digital files/disks of finished material to the River
Authority including PDF files, JPGs, raw files, etc., created in programs designated by the River Authority
iv. Preparing promotional materials for presentation purposes (mounting, scanning, etc.)
v. Developing and implementing digital apps for any desktop and mobile platform and operating system available
vi. Handling development and management of social media on existing and new social media vehicles. The selected Respondent(s) is expected to be well-versed on existing and
upcoming social media outlet rules and regulations to ensure compliance and proper result tracking.
8. Supply resources and support in the development of collateral material to
help ensure materials continue to reflect and align with the River Authority’s brand image.
B. Monthly Base Services for Media Planning, Negotiating and Buying
1. Consult with the River Authority for media evaluation and planning services for print, broadcast, and online.
2. Provide planning and implementation of media plans that are the most efficient and effective in reaching the defined target audiences, to include all traditional media vehicles (TV, Radio, Print, etc.) and non-traditional such as various digital, video streaming, social channels, and new
upcoming vehicles.
3. Negotiate and contract with advertising media and others, for and in connection with the River Authority’s outreach promotions, at advantageous rates in the commercial advertising market.
4. Additional emphasis should be placed on obtaining added value elements to any media buy including additional space/time, online components, and promotional programs.
5. Monitor and review insertions of advertisements in publications, displays, broadcasts and other advertising media used to such a degree as is the custom by commercial advertising agencies.
6. Check items listed in B.5 above as date of appearance, position of ad, size, mechanical reproduction, and any other related factors and furnish the River Authority with proof of the placement (tear sheets, screen shots, affidavits) and running of said advertisements by providing evidence of
placement as approved by the River Authority’s Director of Public Affairs or designee.
7. Develop an annual flowchart of activity by month for each market and shall report typical industry metrics on number of impressions, clicks, conversions, etc. generated for each month and media spend for each month.
8. Consult with the River Authority for online and website outreach strategy, including, but not limited to, web development, search engine optimization, and search engine marketing (display, mobile, and social media).
9. Ensure and monitor accurate and comprehensive tracking of constituents’
(i.e. consumers’) online behavior and activities through all the River Authority’s online channels as well as provide monthly reports on all key measures. The key measures should be established in coordination with the River Authority’s staff.
10. Ensure continuity and integrity of web analytics, including the availability
of tracking data for at least five (5) years in the past.
11. Be the principal advisor and provide interpretation of web analytics and digital results.
12. Consult with the River Authority for digital marketing and must be knowledgeable and experienced with new technology trends, partners, and platforms.
13. Consult with the River Authority for email outreach and shall coordinate with the River Authority on the choice of online outreach tools and services. Ensure consistency and integrity of email lists and opt-outs and ensure that the River Authority ‘s master lists and opt-outs are kept up to
date. Provide detailed reports on the success of the initiatives and provide recommendations for future initiatives.
14. Conduct assigned research projects, including but not limited to, Advertising ROI, constituent focus groups, online surveys, visitor intercept studies, constituent perception studies and constituent awareness and image tracking studies throughout the River Authority’s four county
district.
C. Monthly Base Services for Public Information and Media Relation
1. The River Authority’s strategic plans, creative strategies and other strategic input will come from the River Authority’s staff. Consult with the River Authority to recommend strategies to expand the impact of public information and media relations initiatives allowing for the broadest possible exposure to the target audiences within the available budget and implement public information and media relations initiatives that further enhances the River Authority’s mission, projects, and services.
2. Professionally present, as needed, their strategic communication and creative development recommendations to the River Authority’s staff, the River Authority’s Board of Directors, the River Authority’s Communications Committee, or any other related advisory/policy groups.
3. Collaborate with the River Authority to provide “roadmaps” before each communications initiative or individual outreach project may begin by outlining the goal(s), objectives, audience, strategies, budget, and measurement.
4. Coordinate with the River Authority’s PA staff to conduct media relations activities to generate incremental positive editorial media value and assist in identifying resources and subcontractors as needed.
5. Coordinate with PA’s staff to develop a crisis management plan for a situation, regardless of the nature of the crisis. This plan will include but not limited to, the selected Respondent(s) to respond to the crisis with public outreach after getting approval from PA’s staff.
6. Coordinate with PA’s staff to continually mine for, identify and execute
exposure opportunities for the River Authority throughout its four-county jurisdiction and beyond.
7. Assist PA staff with both traditional and social media.
8. Provide public information and communications services, advice, and counsel on an as-needed basis.
9. Coordinate with PA staff to assist in building editorial media databases because of continuous media research and outreach for media interested in the San Antonio River and its tributaries, the River Authority and its various parks as well as individual areas of scientific, engineering and
technical expertise.
10. Generate reports on a regular basis and as needed to provide proof of media efforts, communications, and results, including value-added.
11. Coordinate with PA staff to assist in calculating earned public information
media value for all traditional and digital media coverage secured by the River Authority.
12. New and emerging technology opportunities are consistently being introduced and the selected Respondent(s) must be able to identify, evaluate, recommend, develop, and execute and/or manage the execution of these opportunities.
D. Monthly Base Services for Account Management
1. Meet with the River Authority’s Public Affairs Department (PA) staff at such times and places, and in such duration, as may be requested for the purpose of carrying out the River Authority initiatives.
2. Work closely with the River Authority’s General Manager or his/her designee and appropriate the River Authority staff to perform all related tasks required by the River Authority in order to fulfill the purposes of this contract.
3. Track the effectiveness of public information, communications and media initiatives administered by the selected Respondent(s) including return on investment, when possible.
4. Maintain internal procedures which ensure budget control, prompt billing and quality control, including, but not limited to, auditing invoices for space, time, preparation, and services.
5. Prepare cost schedules and project sheets for expenditures and other related costs and secure the River Authority’s approval of all expenditures.
6. Retain custody of the River Authority’s property and exercise its best efforts, when deemed necessary by the River Authority or the selected Respondent(s), to obtain return of the property from third parties.
7. Assign and aid in the prosecution, application, registration, and defense of all applicable intellectual property.
8. Provide account service, consultation, and regular contact to ensure prompt completion of projects.
9. Provide weekly status reports, or as otherwise requested, to the River Authority updating the progress of all projects.
10. Provide monthly budget spreadsheets detailing all billings for each project.
11. Track agency hours monthly and by large project as well as provide monthly spreadsheets notating all hours for assigned projects.
12. Handle procurement and management of subcontracting opportunities for the River Authority services related to said contract, such as, but not limited to, fulfillment, research, special events, promotions, photography, videography, and printing/binding functions.
13. Manage and track media response fulfillment and report same to the River Authority monthly or as otherwise requested.
14. Coordinate with the River Authority staff as requested to manage and track online activity from media plans implemented by the selected Respondent(s) from visitors on sariverauthority.org and all of the River Authority’s social media channels in order to highlighting learnings and opportunities/strategies that will arise from such learnings.
15. Provide post summary reports of media plans that are agreed upon by PA staff. These post summary reports will include but not limited to; media reach, impressions and engagement over all media platforms utilized in each media plan, comparisons with national standards, creative re-cap, geo-targeting if requested, added value from media partners, overall media recap.
16. Specific media initiatives and events are not identified at this time, but a list of potential media plans needed and part of the base service’s monthly retainer for a typical fiscal year at the River Authority are as follows but not limited to:
a) One (1) to two (2) branding campaigns per fiscal year for the
River Authority that will promote to the constituents of its district in the geographical area including Bexar, Wilson, Karnes and Goliad counties. The demographic target segments overall are broad, to communicate messages that are consistent with the River Authority’s vision and mission with a focus on: SAFE, CLEAN, and ENJOYABLE. These larger scale campaigns will consist of but not limited to, creative concept, media planning, campaign implementation with the media, market research, graphics, post initiative reporting.
b) Grand openings of new parks and/or trails per fiscal year that are operated and maintained by the River Authority.
c) 8 -10 signature River Authority events per fiscal year.
d) Additional smaller media initiatives and/or events such as but not limited to:
1. Government Affairs events
2. Public meetings
3. Public announcements
4. River Authority department events
E. Task Order Services – (optional services as needed)
Services outside of the Base Services will be negotiated on a Task Order basis. Selected consultant shall submit scope and fee estimates, as well as anticipated schedule within two (2) weeks of being contacted by the River Authority for specific task order. Once awarded a task order, Consultant shall submit monthly progress reports listing work performed for that month, invoice amount, work anticipated for the next month and an updated schedule. Consultant must be able to provide these services within the budget established during negotiation of the scope of work. Consultant must also provide the
listed deliverables required as stated below per awarded task order.
6. DELIVERABLES REQUIRED
Selected Respondent(s) will be giving deliverables to the River Authority on a monthly
basis throughout the entirety of this contract with regards to communications services functions, including, but not limited to, managing/executing integrated media strategies including branding, creative concepting, production, planning, purchase and placement of broadcast, digital, social, print and out-of-home promotion, outreach programs, digital strategies, experiential event and activation planning, constituent analysis and research, and media relation outreach initiatives.
A. Provide weekly status reports, or as otherwise requested, to the River Authority updating the progress of all projects.
B. Meet with PA staff weekly, or as otherwise requested, to discuss upcoming, current and/or past progress of all projects.
C. Provide monthly budget spreadsheets detailing all billings for each project.
D. Track agency hours monthly and by large project as well as provide monthly spreadsheets notating all hours for assigned projects.
E. Handle procurement and management of subcontracting opportunities for the River Authority services related to said contract, such as, but not limited to, fulfillment, research, special events, promotions, photography, videography, and printing/binding functions.
F. Manage and track media response fulfillment and report same to the River Authority during the course and after the completion of each media plan or as otherwise requested.
G. Coordinate with the River Authority staff as requested to manage and track all online activity from media plans implemented by the selected Respondent from visitors on sariverauthority.org and all the River Authority’s social media channels to highlighting learnings and opportunities/strategies that will arise from such learnings. Such activity shall be reported to PA staff within a week of noticing the activity to determine the course of action.
H. Provide post summary reports of media plans that are agreed upon by PA staff no more than 3 weeks after the completion of each media plan. If more time is needed, the selected Respondent(s) MUST receive written approval from PA staff. These post summary reports will include but not limited to; media reach, impressions and engagement over all media platforms utilized in each media plan, comparisons with national standards, creative re-cap, geo-targeting if requested, added value from media partners, overall media recap.
I. Respond to PA staff within 24 hours for any inquiry and/or question regarding a new or current project.
J. Respond to PA staff within 24 hours for any public relations emergency regarding crisis management.
K. Provide detailed reports on the success of the initiatives and provide recommendations for future initiatives.