Marketing RFP Issued By Fiesta Bowl
The Arizona Sports Foundation (Fiesta Bowl) is requesting proposals for campaign creative, media planning and buying services related to the Fiesta Bowl organization. Services include digital media, traditional, non-traditional, strategic planning, and campaign brand creation. The partnership will need to encompass the PlayStation Fiesta Bowl, Cheez-It Bowl, Desert Financial Fiesta Bowl Parade, Wishes for Teachers, and Fiesta Bowl’s 50th anniversary (2020 only).
The objective of the Fiesta Bowl advertising campaign is to increase revenue for game ticket sales through brand awareness, drawing interest surrounding the 50th Annual PlayStation Fiesta Bowl and game day experience. The objective of the Cheez-it Bowl advertising campaign is to increase revenue for game ticket sales, help continue to grow the brand identity, awareness and interest surrounding the 2020 Annual Cheez-it Bowl. The objective of the Desert Financial Fiesta Bowl Parade, presented by Cheez-it advertising campaign is to increase attendance, TV viewership, awareness and interest in the event
The Fiesta Bowl is a world-class community organization that executes innovative experiences, drives economic growth and champions charitable causes, inspiring pride in all Arizonans. As a nonprofit organization, it believes in the importance of community outreach and service. Through charitable giving, the organization strives to enhance Arizona nonprofit organizations that contribute to the success of communities through youth, sports and education. Since 1971, the Fiesta Bowl has worked to increase its footprint across the state and work to benefit Arizonans year round, during and outside of bowl season. This year the organization will host the 50th Annual PlayStation Fiesta Bowl and 32nd Annual Cheez-it Bowl (formerly the Cactus Bowl).
Scope of Work:
The Fiesta Bowl is seeking a media buying partner to serve as our primary media planning resource – inclusive of strategic media direction; market analysis; media negotiation and purchasing; budget management; creative services; and post-buy analysis.
Work in conjunction with Fiesta Bowl creative team to brand and design creative campaigns for PlayStation Fiesta Bowl, Cheez-It Bowl and Fiesta Bowl parade. Establish design solutions to include, but not limited to game tickets, traditional advertising print, OOH, radio, TV and digital media platforms for pre and post team announcements. Provide ready toolkit for internal and external stakeholders to utilize.
The selected agency will work with the Fiesta Bowl marketing team to create an integrated media strategy that will include:
+ Out of Home
The selected agency will need to provide the following services:
+ Develop and implement an advertising and promotions program that will achieve the objectives of the PlayStation Fiesta Bowl, Cheez-it Bowl and the Desert Financial Fiesta Bowl Parade advertising campaigns
+ Concept and prepare creative campaign material that is consistent with Fiesta Bowl Organization branding, along with a toolkit to be carried across all creative mediums
+ Identify and recommend the optimum use of advertising media to maximize the impact of a limited budget
+ Participate in and provide guidance in trade partnership negotiations
+ Place advertising in selected mediums
+ Track and report on the success and impact of all campaigns within two weeks of the conclusion of the event
Fiesta Bowl Organization is comprised of three separate companies (ASF = PlayStation Fiesta Bowl, VSB = Cheez-it Bowl, FEI = Parade), below is a historical breakdown of each respective advertising budgets.
PlayStation Fiesta Bowl – $185,000
Cheez-it Bowl – $140,000
Parade – $80,000
The budget will need to cover all campaign elements – including planning, agency fees, production, paid media and trade elements. All trade deals with hard costs (tickets) will need to be included and should operate with a 2.5:1 ratio in all deals. Please include a comprehensive breakdown of all costs in your proposal with focus on your agency fees and retainer. Please note, this is a hypothetical analysis, our goal is to understand your media strategy breakdown in addition to agency fees to be assumed.
March 6, 2020
Jose Moreno, Chief Marketing Officer