MARKETING RFP ISSUED BY Commonwealth of Kentucky

The aim of the Appalachian Opportunity Zone Initiative is to bridge the gap for ARC counties that have potential to develop projects but lack the necessary resources to develop and market projects at a level competitive with other regions. As such, Offerors shall work in coordinate with economic development consultants assigned to certain ARC regions and the Cabinet’s in-house marketing team to (1) enhance the state’s existing KYOZ website, creating a specific space for ARC county investment prospectuses and projects, (2) support the economic development consultants in the aesthetics of investment prospectuses and the creation of additional marketing material, and (3) assist in the development and implementation of lead/investment generating efforts. Budgets and Cost Proposals should be based entirely on deliverable service during the fiscal year of the award.

Background:

The Opportunity Zone Initiative, created under the 2017 Tax Cuts and Jobs Act and approved by Congress, offers tax incentives designed to promote additional private investment in certain economically distressed census tracts across rural and urban America that have been classified as low-income or underdeveloped. As of July 2018, 737 census tracts have been designated as Qualified Opportunity Zones across Appalachia. These eligible tracts are home to over 2.8 million Appalachian residents. About 8.5% of the nation’s eligible tracts and 8.1% of its eligible population are located in the Appalachian region. In late 2019, the Cabinet for Economic Development (Cabinet) was awarded a federal grant to establish the Appalachian Opportunity Zone Initiative to identify, develop and market projects in Opportunity Zones across 54 counties within the Appalachian Regional Commission (ARC) region, 38 of which are classified as economically distressed counties. As part of the federal grant award, the Cabinet will develop, implement and oversee a three-year Appalachian Opportunity Zone Initiative, which will focus on individual counties and projects, as well as a regional development and marketing plan. Up to one (1) contract may be awarded under this RFP. In furtherance of this effort, the Cabinet seeks to utilize a marketing firm (Offeror) to support the following efforts:

1. Promote and market the Appalachian Opportunity Zone Initiative;

2. Increase private investment in and around the ARC counties as measured by actual dollars invested, businesses created or expanded due to that investment, and jobs created as a result of that investment

3. Promote the Cabinet’s KYOZ – Appalachian Opportunity Zone Initiative and develop niche markets;

4. Use effective communications and strategies to increase the effectiveness, public awareness, and impact of the programs and activities of the Cabinet’s KYOZ – Appalachian Opportunity Zone Initiative.

Scope of Work:

The aim of the Appalachian Opportunity Zone Initiative is to bridge the gap for ARC counties that have potential to develop projects but lack the necessary resources to develop and market projects at a level competitive with other regions. As such, Offerors shall work in coordinate with economic development consultants assigned to certain ARC regions and the Cabinet’s in-house marketing team to (1) enhance the state’s existing KYOZ website, creating a specific space for ARC county investment prospectuses and projects, (2) support the economic development consultants in the aesthetics of investment prospectuses and the creation of additional marketing material, and (3) assist in the development and implementation of lead/investment generating efforts. Budgets and Cost Proposals should be based entirely on deliverable service during the fiscal year of the award. At a minimum, Offeror shall be able to provide the following services:

A. KYOZ website development and enhancement, as necessary.

B. Comprehensive marketing/advertising services which may include, but are not limited to the following: Developing creative concepts and designs for print, electronic and digital advertisements; social media paid campaigns; materials and multi-media production; media planning and placement (digital, print, electronic); branding; and marketing research.

C. Production may include print, video, internet/website and digital advertising. Offeror will also assist with strategic marketing, implement creative execution and event coordination/ activation, and develop strategies with both traditional and non-traditional partners. Offeror will participate in regularly scheduled communications with Cabinet staff and other partners.

D. A special emphasis will be placed on digital marketing capabilities. Of specific importance is the selected Offeror’s experience in creating effective and engaging creative campaigns with proven results for clients; in-house capabilities for digital media placement and review; and integration of social media platforms into an overall digital strategy. NOTE: For the purpose of Offeror’s response proposal the official state brand, “Team Kentucky KYOZ”, is not changing. It should not be the primary focus of any campaign concepts but should be included as branding for any creative work.

E. The following campaign development items:

a. Develop content/messaging

b. Develop creative/ads

c. Propose social media plan to target audience (investors, community partners, financial institutions, etc.)

d. Propose integration with current KYOZ branded website

e. Consult in website enhancement for better lead generation and contact info attainment.

f. Consult in developing better website use data analytics for UX improvement and retargeting efforts.

g. Develop and integrate IP address capture from unique user visits to the website.

h. Consult in prospect list development and assist in creating robust CRM strategies and tactics.

Due Date:

October 27

Address:

Katie Smith Commissioner, Department of Financial Services Old Capitol Annex 300 West Broadway Frankfort, Kentucky 40601 (502) 782-1987 Katie.Smith@ky.gov

Ruder Finn and Finn Partners are relevant agencies to consider.

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