1) Scope: Marketing and Creative Development (Print and/or Digital)
Capabilities by priority order include:
a. Creative production of printed materials and assets: art direction, layout and design of print (print ads, one-sheet, sales presentations, signage etc.) and digital (website, banner ads, GIFs, infographics, PowerPoint sales presentations, other). Provide samples of BtoB or GtoG creative assets (Limit your response to 1 to 3 pages total)
b. Conceptualize and develop campaigns: Develop product materials to support the sales strategy. Work closely with the marketing team. The NYPA team may provide an overview or Creative Brief including product positioning, customer target, activity goals, timelines, and messaging. Vendor will produce print and digital ad campaigns. Provide samples of BtoB or GtoG creative assets (Limit your response to 1 to 3 pages total)
c. Copywriting: Write collateral including printed and digital assets such as web copy, product one sheets, sales presentations and other assets. Write short and long-form copy including advertorials and white papers. Write email and other copy to support the customer journey. NYPA’s style is direct, concise, compelling, and customer-focused, and this is a requirement for copywriting. Provide samples of BtoB or GtoG creative assets (Limit your response to 1 to 3 pages total)
d. Media buy: Place media buys for media plans under $100,000 per year across platforms including Digital (LinkedIn, Blog platforms, and also SEM. These plans are likely to be small network targeted ad buys on blog channels, LinkedIn, and other platforms). These buys may be targeted by audience, context/content, or location. Describe successful media buys you have placed (limit your response to 1 slide total)
e. Direct marketing: Buy and manage targeted lists, develop printed direct mail materials, and send out to customers. Provide samples of BtoB or GtoG Creative assets or case studies (Limit your response to 1 to 3 pages total)
f. Lead generation and related new customer acquisition strategy: Strategy and execution expertise in B-to-B customer lead generation and outreach across digital, print, Association, and social media channels. We seek an agency that is able to identify digital, print, association and social outreach opportunities (including description, cost, and justification) using NYPA’s known customer segments. For this capabilities response, please provide examples of successful lead generation campaigns and (limit your response to 2 pages total)
Brand strategy: Development of overall brand positioning for NYPA’s customer- facing products. This might or might not include primary research on customer attitudes and needs, competitive assessment, connection to New York’s state objectives, development of messaging strategy and development of a comprehensive message map, For this capabilities response, provide case study examples of successful brand strategy. Limit your response to 3 pages total.
2) Digital Design and development including, email, VIDEO, and Digital Assets
Capabilities by priority order include:
a. Creative / Art Services and design for digital media: Design for seamless implementation in digital media (websites, banner ads, email, GIFs, infographics, or Powerpoint presentations). Provide samples of your work. Limit your response to 3 pages total.
b. Email creative development and management: Design and technical development of emails within an email platform to support sales programs. Provide samples of your work. Limit your response to 2 pages total.
c. Video creative development and production. Create videos to describe NYPA and its products and services. These videos might include description or details of how our services work technically, might be a video illustrating a case study, could be a broad overview of our products and services, or it might include brand intro or outros for presentations. The videos may be animated, of may use photography or video of our facility sites, our customer facilities, workplaces, and workers.(Provide samples of your work. Limit your response to 2 pages total. We will not be able to review all video links, so if providing video links, you must show selected screenshots of the creative, and describe the video in writing on the slide)
d. Website services and landing pages: Additional website services including SEO, SEM, and development of landing pages for lead generation. Describe your services and show case studies of successful work. Limit your response to 3 pages.
3) Events and Conferences
Capabilities may include:
a. Webinar and digital conference platform management and creative: Consultants to develop, design and produce digital creative assets within an event technical platform such as CVent for a conference including landing pages, digital agendas, biographies, invitations / confirmations / thank you / sorry we missed you emails. RFP response must name the digital conference platforms where you have experience. Design and produce conference-related printed assets and signage. Limit your response to 3 pages total including creative work and description of experience with specific platforms.
b. In-person conference development and management: Develop and manage in- person conferences under the guidance of a NYPA leader. Provide pre-conference services such as list management, outreach, development of printed invitations, printed agendas, biographies and other print materials. Day of conference coordination of speakers, checkin, and registration and hiring of local staff. Also support the conference with activities including development and setup of signage and environment, run of show production and management, staffing, tables and breakout rooms. Describe your experience. Limit your response to 2 pages total.
c. Registration and Badging: Registration and badging capabilities and services. Describe your experience. 1 slide total.
d. Other Events management: Design immersive experiences. Develop and design kiosks, ride-and drive, and pop-up experiences. Describe your experience. 3 pages total.
4) Customer Experience Strategy and Implementation, including Digital Customer Experience
Services may include, but are not necessarily limited to, the following:
a. CX Strategy & Business consulting: Develop and/or update NYPA’s Customer Experience Strategy (including digital); create detailed execution roadmaps, develop business cases, and develop implementation planning. Describe your services and include a relevant case study of a successful project. Limit your response to 10 pages.
b. CX Design & Implementation support services: Design and implement CX, including digital CX, initiatives and projects, including design of and integration into the marketing tech stack. Develop CX KPI and metrics and dashboard reporting capabilities. Provide analytics services and develop advanced analytics services (such as Google Analytics and purchase intent modeling). Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
c. Digital Customer Experience support services: Discover, define, design and implement digital CX initiatives and projects, features and enhancements, including development services (i.e. UX, UI, Visual Design, Business Analysis, Front End, Back End, Integration, Datahub, Testing, etc. services), including design of and integration into the marketing tech stack, with NYPA’s Account Center (authenticated customer portal) and associated systems such as Microsoft Dynamics CRM, Sitecore, SAP, etc. Provide analytics services and develop advanced analytics services (such as Google Analytics and purchase intent modeling). Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
5) Market, Customer Strategy and Research
Capabilities include:
a. Market sizing and opportunity assessment: Assess and develop market size across NYPA’s products and service. Market sizing includes the definition of total available market, the service available market, the service obtainable market. This may include multiyear projections of transportation electrification, energy efficiency, solar, battery storage, virtual power plants, demand response, economic development, and power supply programs. Includes primary and secondary research and data to deliver a quantitative and qualitative view of the technical feasibility, buyer preferences and available market. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
Market research: Plan and execute custom primary market research including customer needs, attitudes, and technical opportunity across our portfolio. This may include focus groups, online or phone surveys, or social listening. Our research outreach will include existing and potential customers, including outreach and activation against potential customers, specifically in the B-to-B space. Ability to activate market research including traditional market research and quick flash-type turnkey 1:1 or focus group customer research against website options, navigation, copy, and messaging strategies on demand.
Additionally, syndicated data or research, or can provide marketing information with insights about the B-to-B utilities, energy and electricity buyer, and /or EV for the B- to-C consumer.
Market research could also include identifying and analyzing external factors and trends that affect the products and energy business nationally or in New York State. Typically, the trends include the assessment of political, social, technological, legal and environmental. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
b. Customer engagement strategy and customer journey mapping: Develop a strategy to drive sales enablement, product development, and increase customer satisfaction via customer journey mapping. Map the customer journey to visually document existing customer experiences and identify key pain points, touchpoints that matter most to customers and actionable opportunities for improvement. Establish a roadmap of offline and digital engagement opportunities linked to the customer journey with the goal of engaging with customers more effectively to drive leads and sales. Services may include persona development and updating, journey mapping planning and prioritization, journey mapping research (internal and external interviews/focus groups/workshops), associated process mapping, recommendations, and justification for enhancements. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
c. Customer research, insights and co-creation: Develop a deep dive into our customer base including the profile of each target customer. Conduct primary and secondary customer research and quantitative data to develop key customer personas. Deliverable will include an overview of each target market segment, insights about each segment (unmet needs, pain points, motivations, purchase barriers) Evaluation of our current customer advisory efforts and the development of a recommendation for a new enterprise customer advisory program including panel selection, facilitation and engagement plan. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
d. Customer-focused product messaging strategy: Establish customer value propositions and a messaging strategy, including a message map for the overall portfolio, and for individual products. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
6) Product Strategy / Product Management
Capabilities include:
a. Competitive research: Review, assessment, and analysis of competitors in the market including their market position (revenue, profit, number of employees), product portfolio, customer targets, value proposition, marketing approach, visual direction, customer strategy, business models, key messages, and marketingchannels/touchpoints. Benchmark against NYPA, estimate market share, and identify opportunities for NYPA to compete with or grow our business. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
b. Product management: Provide product management services for various stages and activities of commercial product development & management – some of which are acknowledged in more detail in other areas of this SOW. From opportunity assessment to strategy, value proposition, differentiation, product business plan, product rollout (including go to market strategy, planning & activation, commercial readiness activities), product enhancement, optimization, and end of life. The selected vendor will have the ability to lead and orchestrate product management activities related to the rollout of specific products and will act as an extension of the marketing and product management team. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
c. New product development, including strategy, business models & innovation: An extension of 4b above. Provide insights into energy and related markets to develop new products that delight NYPA’s customers. Develop new business models to animate a market and create strong value propositions for customers while creating new revenue streams for NYPA. Identify and scope the opportunities and then create compelling and detailed business plan to facilitate go/no go decision in compliance with NYPA policy, processes, and procedures. The selected vendor will have the ability to lead and orchestrate product development activities related to the rollout of specific products and will act as an extension of the marketing and product management team. Describe your services and include a relevant case study of a successful project. Limit your response to 10 pages.
d. Product positioning: Review NYPA’s product line and assess feature sets to establish the value proposition for each product. Compare NYPA’s offerings to competitor products. Benchmark our current position, compare feature sets, and develop product value statements with a focus on future growth. We are looking for qualitative insight and quantitative benchmarking, data, and statement of opportunity. Describe your services and include a relevant case study of a successful project. Limit your response to 5 pages.
- ASSUMPTIONS AND CHANGE REQUESTS
Project Management
• Consultant will work through a designated NYPA Project Manager for all aspects related to the project. The NYPA Project Manager will be available to assist in the facilitation and scheduling of meetings with NYPA employees who are not part of the core team
Acceptance Criteria for Deliverables
• Services shall be accepted upon receipt and review of the deliverables. NYPA should be given a minimum of 15 business days to accept a deliverable
• Written acceptance of the Deliverables shall be provided by NYPA
• Any dispute by the Consultant regarding NYPA’s non-acceptance of a Deliverable shall be made within 20 business days after NYPA’s notice of non-acceptance
• Errors or issues addressed and resolved by Consultant to be reviewed by NYPA and accepted within 20] business days of completion. After 30 business days, resolutions will be assumed accepted
Project Change Requests
• If something out of scope arises at any point in the project, the Consultant will assess and document the potential impact(s) to schedule and/or budget. These impacts and any risks, along with mitigating strategies, will be documented in a project change request (PCR). Any PCRs will be discussed and work on the out-of-scope item will only occur if/when NYPA approves the PCR.
System Access
• NYPA will provide remote access to required applications, databases, and servers as needed for this effort
• Consultant will be subjected to background checks and internal NYPA approvals prior to obtaining required access
Contact: John Wylie 914-681-6200
