Marketing & Advertising Services for the Dane County Regional Airport

2021-09-12 by Jim Crickell
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Scope of Work:

The purpose of this RFP is to award a five year contract (with a 60 day opt out

notification) for services to provide the Dane County Regional Airport On Call Services

as requested covering advertising, marketing, social media, website

design/redesign/development/enrichment, brand development, creative development,

media buying and market research, air service development marketing, press releases

and media advisories, and crisis communication management as specifically related to

an airport within a mass transportation system, focused on the continual development of

an established distinctive brand that will resonate with visitors, residents, stakeholders

and the community. The professional company must implement a results-oriented,

objectively measured, plan coupled with a winning strategy for execution.

A proposer must qualify in multiple, if not all, of the areas of the following requested

areas of service. A proposer may also work with multiple partner companies to fulfil all

the requested areas of service, while still being the primary vendor.

Marketing events, community outreach events, planning sessions and other face-to-face

meetings are required and will largely be conducted in the Madison area.

Marketing, Advertising and Brand Development & Management

Based on the airport’s current marketing goals, the selected contractor shall develop

and submit for approval a marketing strategy, including creative concepts for a

campaign with slogans, themes, graphics and visual elements for print, electronic

media, social media, and word of mouth applications.

The Contractor must be able to develop and maintain an insightful and nuanced

description of the target customer groups for the airport. In addition, the contractor must

be experienced in developing: a brand promise, brand positioning maps, a category

frame of reference, customer touch points design and qualitative research techniques

including: projective, laddering, guided imagery. The Contractor must be able to

leverage current brand strategies as well as develop new and additional strategies and

platforms to ensure word of mouth exposures, non-traditional media deliveries,

increased customer loyalties, and increased market share.

Historically, leisure travelers commuting to nearby airports has been the target market

for Dane County Regional Airport. This leakage is due to varying flight schedules,

different and unique destinations, and pricing.

SECTION 2 – PROJECT OVERVIEW AND SCOPE OF SERVICES

RFP# 121074 6

Creative Element Design & Production

The Contractor will translate creative concepts to produce print and electronic materials,

allowing DCRA adequate time for review and approval. The contractor must submit

written production estimates to the DCRA Marketing and Communications Director prior

to production.

The Contractor must be well-versed in best-in-class user design and user experience

for website design and development. The Contractor will be called upon to redesign the

Airport’s website within the term of this contract.

The print products will be camera-ready in electronic form. The electronic products will

consist of finished products for airing on radio, TV, CD, DVD, presentation software or

other web applications, to the specifications required for placement. Services may

include studio production, scripting, editing, treatment, casting, graphics, animations,

background music and narration. Contractor will provide all necessary talent. The

Airport will approve all formats, talent, scripts and locations in advance.

Media Planning and Buying – Securing Value-Added Exposure

The Contractor will create and submit for approval a comprehensive media plan

designed to reach proposed target audiences through advertising and media

placements in venues such as print, outdoor, television, radio, web, social media,

advertorials, or other event/location marketing locations. Submittal shall include details

of methodology, reach, exposure, and frequency goals.

The Contractor must be able to work directly with media providers to obtain additional

value-added exposure concurrent with key media buys which can include: advertorials,

web advertising, program or event sponsorships, printed inserts, logo sharing, social

media promotions, or other programs or services that directly provide additional

exposure above and beyond the original media buy.

Market Research & Evaluation Management

The Contractor must be able to manage the collection and evaluation of attitudinal

research, pre-test and/or post-test, or other customer research. Examples of research

tools would be: focus groups, A/B testing, interviews, panels, written, phone, mail, email

or web-based surveys. Contractor must be able to ensure that data is collected,

tabulated, summarized, and analyzed for presentation.

Social Media Development / Management

The Contractor should be able to develop and execute a clearly defined social media

strategy, building off of current established strategies and vehicles that directly support

marketing and customer engagement initiatives. Contractor will be responsible for

evaluating, planning, organizing, executing, managing, measuring, monitoring, and

contributing to all social media channels. Routine measurement of effectiveness against

established goals is essential.

Video & Audio Production / Management

The Contractor should be able to develop and execute a clearly defined video and audio

strategy, building off of current established strategies and vehicles that directly supports

marketing and customer engagement initiatives. Contractor will be responsible for

evaluating, planning, organizing, managing and contributing to all production channels.

SECTION 2 – PROJECT OVERVIEW AND SCOPE OF SERVICES

RFP# 121074 7

Crisis Communication Coordination / Consulting

The Contractor must be able to work directly with staff to assist in the development,

management, coordination, and monitoring of media and other related crisis

communication methods. Contractor should be able to provide on-call, emergency

response availability for the assistance with operation, management, and coordination

of the Joint Information Network location. Familiarity with airport operations, federal

disaster response processes, and large scale public relations and crisis communication

systems. The Contractor must be able to, as an extension of the Airport, step in during

emergencies to assist with the Airport’s response from a communication, public relation,

and news media perspective. This includes, but is not limited to, drafting press releases

and media advisories, updating social media, and coordinating the assembly of a press

conference.

Air Service Development Marketing

The Contractor should be able to provide on-call and supportive graphic design,

marketing, and creative development services for the purpose of air service

development and related marketing. This requires a direct understanding of new airline

development, pricing, and destination marketing.

If an airline begins new, nonstop service to a qualifying destination not now served by

the airport, it may be eligible to receive $10,000 – $150,000 in marketing support dollars

per destination through the Community Air Service Support Program. These dollars

would be used to purchase media

Due Date: Tuesday, September 28, 2021 2:00 p.m. (CST)

Address:

Purchasing Bid Dropbox

www.danepurchasing.com

*Late, faxed, mailed, hand-delivered or unsigned proposals will be rejected*

DIRECT

ALL INQUIRES TO:

Megan Rogan

Purchasing Officer

(608)283-1487

rogan.megan@countyofdane.com

www.danepurchasing.com

PR agencies to consider for this assignment include Bevel PR and Hunter PR.