Marketing RFP Issued By Virginia Department of Labor and Industry (DOLI)
The Department of Labor and Industry (DOLI) is seeking a professional individual or firm with a
proven track record to assist in the redesign of the existing website for DOLI’s Registered
Apprenticeship Program as well as to assist in the creation and implementation of digital
marketing services that complement the new website, providing cohesive branding across all
About the Department of Labor and Industry
It is the mission of the Virginia Department of Labor and Industry to make Virginia a better
place in which to work, live, and conduct business. The Agency achieves this goal by promoting
safe, healthful workplaces, best employment practices, job training opportunities through
registered apprenticeship, the protection of children from hazardous employment, and safe
operation of boiler and pressure vessels.
DOLI’s Registered Apprenticeship Program seeks a partner with a proven skillset to assist with
this two-fold project:
A. The redesign of the existing Registered Apprenticeship website
Technical and Programmatic Objectives:
Strengthen online presence with a dynamic website that is complementary to the digital
marketing efforts that are being served.
Streamline existing information and present in a comprehensive, cohesive manner
Provide easy-to-navigate information for stakeholders. The agency is open to other
platforms if it provides better functionality and ease of use.
Site needs to be responsive and should translate well on mobile and tablet as well as
desktop. Approximately 70% of the current users access the site via a mobile device.
Visually pleasing and compelling look, with enhanced photography, videography and
graphics, fast-loading pages and easy navigation
Social Media plug-ins, to include but not limited to Facebook, Instagram, Twitter, and
YouTube, Search Engine Optimization (SEO) – All web pages should have a unique SEO
target with matching title and unique meta descriptions
Unique landing pages for digital marketing campaigns
Include a resource repository that is accessible and downloadable.
Ability to display and house limited streaming video as well as photo library and weather
Vendor / Partner Considerations:
Ability to provide continued support and maintenance for the website, including
technology updates, usage reports, SEO, and routine maintenance schedules.
Willingness to work with agency staff in completing updates/revisions to website
information in a timely manner.
Ability and willingness to archive superseded web pages as well as new items.
“Turnkey” project, providing the Agency with full control of the site, with the ability to
easily update content, add new pages and or sections as necessary.
All templates and web-based accesses will be provided to the Agency to allow the ability
to change/add content as necessary.
Technical expertise and the ability to provide ongoing support and web optimization
ideas are requested on an as-needed basis.
The Agency will take full responsibility for the content, general maintenance and
administration of this website upon the completion of this redesign. All content, coding
and graphics will become the sole property of the Department of Labor and Industry’s
Registered Apprenticeship Program.
B. A Digital Marketing Campaign that includes the creation of dynamic, flexible and
informative digital strategy and media to promote the Registered Apprenticeship
Significantly increase new and continuing usage of the Agency’s digital platform by all
stakeholders with a focused campaign on the summer, beginning in June and continuing
through December and possibly into 2023.
To promote the Agency as the preeminent resource for the Registered Apprenticeship
Program in Virginia.
All digital marketing should have a clear “call-to-action” to a landing page on the
redesigned website for ease of track ability.
Provide ongoing reporting regarding the performance of the campaign in relation to key
performance indicators, at least monthly. Each of these components should enhance
and promote the overall brand image in a cohesive manner.
Each Offeror shall supply the following information:
A. Tell us about you! Submit a brief history and description of you and/or your business.
i. Describe your abilities.
ii. Explain how you will handle the Agency’s account and why you feel you are the
best qualified candidate for this project.
iii. Give descriptions of your experience with accounts or industries similar to the
iv. Identify personnel who will have primary responsibility of the Agency’s account
and provide their qualifications and experience.
B. Project Approach: Tell us your approach/philosophy for providing services to the Agency.
i. Clearly explain all steps involved in performing this two-fold project by providing
a schedule/timeline for each component.
ii. Identify digital marketing tools that will be used to target potential apprentices
and employers/sponsors for this program, including but not limited to social
iii. Identify a digital marketing plan to build upon DOLI’s Registered Apprenticeship
Program brand image, and promote positive awareness to the target audiences.
iv. Identify a data measurement and optimization plan.
i. Provide at least three (3) client references.
ii. Give descriptions of your experience with accounts or industries similar to the
iii. Share any additional services that you may be able to offer the Agency to
enhance this project.
Budget: The budget for this project is also two-fold. While we are looking for a cohesive
proposal with complementing assets, we would like for the cost proposal to be broken down as
two separate projects: website redesign and digital marketing campaign.
Website: Offerors should provide a pricing schedule for redesigning the website. The Agency’s
procurement will follow VPP and APSPM methodology.
i. Pricing should include all necessary development and work required to fully
implement an operational website. Offerors should assume that completion
date will be on or before Friday, July 8th.
ii. Provide pricing for Time and Expense detailed rates for the requested scope.
Assume that monthly progress billings will be paid by the Agency.
iii. Provide a list of any proposed software or licensing necessary for the rebuild
and future maintenance of this site, including any that would require renewal
fees for continued maintenance and usability.
iv. Proposal should include the necessary training for a minimum of three (3)
Agency personnel on the new website and its operating system. It is anticipated
that this training can be completed within an eight-hour period and shall take
place in the offices of the Department of Labor and Industry, 600 East Main
Street, Richmond, Virginia 23219.
v. Identify rates for providing additional future support as needed.
Digital Marketing Campaign: Offerors should provide a pricing schedule for redesigning the
website. The Agency’s procurement will follow VPP and APSPM methodology.
i. Itemized Schedule: A detailed schedule should be provided showing a pricing
schedule for the initial year of the contract. The schedule should clearly detail
the allocation between digital asset creation, direct ad spend by channel,
strategy development, campaign management and any other fees.