The Florida Department of State (herein referred to as the “Department”), Division of Arts and Culture (herein referred to as the “Division” or “DAC”) is requesting proposals for fullservice, multi-platform marketing campaign services.
Background:
Founded in 1969 in response to the creation of the National Endowment for the Arts, the Division began life as the Division of Cultural Affairs and was tasked with oversight of the Ringling Museum of Art, the Stephen F. Foster Historical Site and all historical commissions and boards. Since then, the Division has administered Legislatively appropriated arts and culture grant programs as well as executed its own programming to support and elevate arts and culture across Florida. Over the last three decades and up until 2007, Florida’s legislature strongly supported the arts through funding the Division’s grant programs; nationally, Florida was consistently among the top 10 states in annual state arts funding. In 2007, the legislature appropriated $33,927,493. In 2008, a steep descent began when just $13,335,059 was appropriated. In 2009, the appropriation was $2,500,000; and in 2010 the amount was $950,000. Since then, appropriations for DAC’s legislatively funded grant programs have fluctuated from full funding for all grant programs ($43,023,117) in FY 2014-2015 to $2,650,000 for only one program in 2018-2019. Realizing that the Division suffers from lack of name recognition and public awareness, the Division asked for and received approval from the Florida Legislature to change its name from the Division of Cultural Affairs to the Division of Arts and Culture. The change became effective July 1, 2021.
Scope of Work:
Tab 1: Executive Summary
Each Respondent must prepare and include an Executive Summary that summarizes
the key points from the Respondent’s Proposal. The Executive Summary must begin
with company/division’s street address; and size of business, CBEs status, and a
summary of the key points from the Respondent’s Proposal.
Tab 2: Client Reference Form
Each Respondent must complete and include Form 3, the Client Reference Form for
three (3) customers to whom Respondent has provided commodities and/or
contractual services of similar scope and size as those identified in the RFP. If the
Respondent is a current or former Contractor to the Department, the Respondent may
indicate this information on a separate document, however, this shall not count as
one (1) of the three (3) required Client References.
Tab 3: Professional Experience
Respondent must provide the following information for each of the Services for which
they are submitting a Proposal.
1. Creative and Content Development Services
a. Describe, in detail, the Respondent’s approach to Creative and
Content Development. Provide at least three (3) examples of previous
creative projects including a summary of the project, name of client,
years as creative content provider, estimated project budget, and
type(s) of creative developed. Examples should demonstrate expertise
in creative concept development and design, copywriting, and art
direction, design and studio work.
b. Provide a narrative description of all personnel assigned to creative
and content development and any background/experience that makes
them qualified to fulfill those roles. Do not include résumés, only
narrative descriptions. Include any subcontractors that will be
assigned in this role to this Contract.
2. Digital Development
a. Describe, in detail, the Respondent’s approach to Digital
Development. Provide at least three (3) examples of previous digital
projects including a summary of the project, name of client, years as
creative content provider, estimated project budget, and type(s) of
creative developed. Examples should demonstrate expertise in digital
development and design with a focus on social media
b. Provide a narrative description of all personnel assigned to digital
development and any background/experience that makes them
qualified to fulfill those roles. Do not include résumés, only narrative
descriptions. Include any subcontractors that will be assigned in this
role to this Contract.
3. Branding and Content Marketing Strategies
a. Describe, in detail, the Respondent’s approach to Branding and
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Marketing Strategies for the overall relationship created by the
Contract and for each campaign created under individual task
assignments, demonstrating expertise in logo and copy creation,
creation of brand identity and guidelines, measurement
methodologies, editorial calendars and budget allocation. Include in
the Response the following information:
b. A narrative description of all personnel assigned to Branding and
Marketing Strategies and any background/experience that makes
them qualified to fulfill those roles. Do not include résumés, only
narrative descriptions. Include any subcontractors that will be
assigned in this role to this Contract.
c. A narrative description of how the Respondent will create and
document project timeline and objectives, including quantifiable,
measurable goals.
4. Marketing Analysis and Planning
a. Describe, in detail, the Respondent’s overall experience with
marketing analysis and planning. Provide at least three (3) examples
of marketing projects including a summary of the project, name of
client, years as marketing services provider, estimated project budget,
and type(s) of marketing strategies deployed. Examples should
demonstrate expertise in market analysis, pre and/or post campaign
survey implementation, sentiment analysis, digital strategy and
placement and analytics.
b. Provide a narrative description of all personnel assigned to marketing
analysis and planning tasks and any background/experience that
makes them qualified to fulfill those roles. Do not include résumés; only
narrative descriptions. Include any subcontractors that will be
assigned in this role to this Contract.
Due Date: September 18
Address:
Katrina Youman, Procurement Officer
Florida Department of State,
Division of Administrative Services,
Purchasing Office
500 S. Bronough Street, Suite 428
Tallahassee, Florida 32399-0250
Phone: 850.245.6590
Email: Katrina.Youman@dos.myflorida.com
Agencies to consider include Boden PR and Ruder Finn.