Scope: The State Fiscal Accountability Authority, Office of State Procurement, on behalf of the Patriot’s Point Development Authority (PPDA) is seeking proposals from qualified offerors to provideMarketing and Advertising services to evaluate, anticipate, and where possible, predict the rapidly changing demographics and habits of visitors either considering or actually travelling to coastal South Carolina, historic Charleston, Patriots Point Naval & Maritime Museum, and the various components that make up the PPDA footprint. The overriding goal of all marketing and advertising efforts is to actively support all of PPDA’s revenue-producing areas in generating increases in ticket sales and other revenues in keeping with the Patriots Point mission and image.
a)Marketing Goals: The overall goal of the PPDA marketing effort is to evaluate, anticipate, and where possible, predict the rapidly-changing demographics and other characteristics of visitors considering travel and/or traveling to coastal South Carolina, historic Charleston, Patriots Point Naval & Maritime Museum, and the various components that make up the PPDA footprint. Ongoing and significant changes in visitor perception and habits, and in the ongoing evolution of Patriots Point in particular, call for a strategic, innovative marketing approach. The overriding goal of all marketing and advertising efforts is to support all of PPDA’s revenue-producing areas in generating increases in ticket sales and other sales revenues in keeping with the Patriots Point mission and image.
b)Mission Statement: To develop and improve Patriots Point, thereby providing a place for historic preservation, education, and recreation that will foster among its local, national, and international visitors a sense of pride, patriotism, and respect for America’s ideals and democratic principles, as well as an appreciation for the cost of defending these ideals and principles.
3.1Geographic Reach Requirements
There are four revenue producing departments that will be supported by this contract, and each has its own unique geographic reach requirements:
a)Ticket Sales (including Group Sales). Primarily local and regional reach (surrounding states); customers and prospects within 2-6 hours’ driving time. Media that reaches into the northeast portion of the country is used as well, to a lesser extent.
b)Overnight Camping. Primarily South Carolina and the surrounding states within a 3-6-hour drive time.
c)Events Rentals. Primarily the Charleston, South Carolina region, but also adjacent states.
d)Education. South Carolina is the primary focus, but we will work to draw more groups from North Carolina, Georgia, Tennessee, and Florida.
It is imperative to note that while there will be some overlap in messaging and audiences for the departments, each department has its own distinct target audience and ad schedule. By and large, we do not use national media for advertising, but use regional and statewide media as appropriate.
a)The Contractor shall address these revenue goals included in the approved Patriots Point Strategic Plan.
b)The Contractor shall work as a collaborative partner in the development and implementation of comprehensive strategic marketing programs that promote, enhance, and provide a consistent image of PPDA, and that will be instrumental in generating increased revenues. Programs will be designed to increase visibility and visitation, as well as business in all PPDA revenue-producing areas (ticket sales/Group Sales, Overnight Camping, Education, and Events Rentals) thereby increasing revenues overall. The Contractor must be able to devise specific marketing strategies relevant to the Museum and its exhibit development, as well as for the other revenue-producing areas.
c)The Contractor will develop creative that generates a new sense of excitement designed to attract large segments of the rapidly evolving tourism market, as well as the other markets relevant to Patriots Point revenue-producing areas referenced in 3.2 above. Creative will be consistent with the PPDA branding messages. The Contractor will work jointly on brand message modification if/as necessary. Creative is needed to respond to the unique needs of a variety of audiences, whose preferences will be relevant to shaping Patriots Point marketing programs now and in the future. Creative will need to be appropriate for messages developed for all revenue- producing areas listed in 3.2 above.
d)The Contractor will develop varied collateral production and promotional materials targeting audiences for Ticket Sales (including day group sales), Overnight Camping, Education, and Events Rentals.
e)Upon request the Contractor will assist in print production by obtaining print quotes, making printer recommendations; and/or placing and managing print jobs.
f)The Contractor will assist in the development of research methods and materials as needed to include research survey development and collection, as well as examination and interpretation of collected data. The Contractor will proactively make marketing program recommendations that incorporate research conclusions. The Contractor will also assist in developing methods of integrating Patriots Point marketing campaigns with the marketing efforts of larger Destination Management Organizations (DMO’s) such as the Charleston Area Convention and Visitors Bureau, and the State of South Carolina Department of Parks, Recreation, and Tourism.
g)The Contractor will contribute to the identification of potential sponsors and/or underwriters of new exhibits, programs, and special events at Patriots Point. Sponsorship could extend to the naming rights of current venues (i.e. theater, exhibit areas), as well as PPDA-hosted events, such as Fourth of July, Veterans Day, and Haunted Ship, as well as programs such as Overnight Camping activities and new Education symposium programs.
h)The Contractor will participate in advising on the maximization of Internet and web-based marketing tools and concepts, including social media concepts, SEO/SEM, AdWords, and other digital platforms and strategies and their execution. Additionally, this will include Patriots Point’s website and all other online digital marketing opportunities.
i)The Contractor will provide proactive advice and counsel to PPDA in developing and implementing advertising and promotion program(s). Programs may be planned which would not require direct expenditures, but for which advice and counsel will be required. The Contractor will be expected to recommend annual comprehensive advertising and promotional efforts, as well as individual promotional programs, and, upon approval, implement the recommendations to include placing the scheduled media buys. The Contractor will provide an annual advertising and promotions calendar, as well as periodic updates of that calendar.
j)The Contractor will provide advertising and promotional assistance to Patriots Point Naval & Maritime Museum upon request. The type of assistance required will include, but not be limited to, photographic needs, collateral design, advertising layout and production, media/news event coordination, design and placement of billboards, and other media placements.
k)The Contractor will assist in marketing all revenue-producing areas of Patriots Point utilizing the approved brand concept, prioritizing the work desired in tandem with Patriots Point.
l)The Contractor will provide public relations assistance to Patriots Point Naval & Maritime Museum upon request. The type of assistance required will include, but not be limited to, strategy planning, contact assistance, news release and media alert drafting, identifying new opportunities, story placements, and maintaining ‘clips’ records and files.
m)The Contractor will maintain a copy of each publication or tear sheet of the Patriots Point Naval & Maritime Museum’s advertising on file during the life of this contract. The Contractor, during the life of this contract, shall retain all photography and film footage from broadcast advertising on file. All tear sheets, photography, and film footage will be relinquished to Patriots Point upon completion or termination of this contract, and are the sole property of PPDA.
Due Date: 10/30/2025 11:00AM ET
Contact: Anastasia Singh (803)896-8334 asingh@mmo.sc.gov
