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
*Late, faxed, mailed, hand-delivered or unsigned proposals will be rejected*
DIRECT
ALL INQUIRES TO:
Megan Rogan
Purchasing Officer
(608)283-1487
PR agencies to consider for this assignment include Bevel PR and Hunter PR.