This solicitation is to secure a qualified Vendor to provide individual marketing plans for four sites of NC Aquariums and the North Carolina Zoological Park. The Vendor is to provide marketing research, planning, budgeting and ad placement and management services for these locations.
Background:
The Department of Natural and Cultural Resources seeks to hire a single marketing firm to provide market analysis, marketing plans and marketing management services for each of the following sites:
• Aquarium at Fort Fisher, Kure Beach, NC
• Aquarium at Pine Knoll Shores, NC
• Aquarium at Roanoke Island, Manteo, NC
• Jeannette’s Pier (part of NC Aquariums), Kill Devil Hills, NC
• North Carolina Zoological Park, Asheboro, NC
Each of these 5 locations will require independent, separate analysis, marketing plans and marketing pricing plans. These 5 locations may be leveraged by the awarded Vendor to secure advertising. Marketing for each of these sites is to be analyzed, planned and managed as an individual scope of work. The Department desires to coordinate efforts between the sites to assure continuity of brand, efficiency and advertising economies of scale.
Scope of Work:
Aquarium at Fort Fisher:
1. Provide all reports as described below to the specific Site Marketing Manager, the Executive Director of the Aquariums and the Executive Director of the North Carolina Zoological park with copies of all reports going to the Department Marketing Manager and the Department’s Contract Administrator.
2. Provide a marketing and advertising plan for this location with the following minimum areas of concentration within 3 months of award and every 6 months thereafter:
A. Research and Planning
1) Evaluate and provide a written analysis of the strengths and weaknesses of current marketing strategy.
2) Conduct needed research to set strategic marketing direction, predict trends, seek out new and emerging markets and demographics, and monitor the trends specific to this site.
3) Develop a marketing plan using a blend of market and industry research, analytics, key consumer insights, media trends and emerging technology.
4) Provide comprehensive proposed budgets for media spends. This shall include recommended media outlets, costs, expected reach and outcome. Media purchases shall be submitted for written approval by the Contract Administrator for each site.
5) Provide budget recommendations, placement management, reporting, strategy and monitoring on a monthly basis.
6) Meet with Contract Administrator and Department Contract Administrator a minimum of once (1) every two] (2) months to review marketing activities and objectives, align tactics with defined strategies and make modifications as needed.
7) Each plan should be considerate of leveraging shared audiences where applicable and prevent competing media purchases amongst all locations.
8) Bill cost once every 6 month after receipt and acceptance of the research and planning documents by the Department.
B. Media Planning and Placement
1) Analyze and recommend specific marketing medium buys in writing to the site contract administrator for both paid and unpaid across print, digital, broadcast, out of home, sponsorships, etc.).
2) Provide allocation of dollars by media type and market with detailed rationale.
3) Provide written plans and recommendations to the Site Contract Administrator in for the purchase of advertising, promotional items, related materials and other services. The Department will pay actual cost for the purchase of advertising, promotional items, related materials and other services separately to the Vendor as a pass-through cost.
4) Monitor all media schedules to assure placements are fulfilled and align with contract obligations and furnish results to the Site Contract Administrator.
5) Evaluate advertising purchases and provide a written report of data-driven results showing each location’s Return on Investment with recommendations and insights, communicating the results to the Contract Administrator on a monthly basis.
6) Bill quarterly after receipt and acceptance by the Department
C. Creativity
1) Provide assistance in the development of print, video, and electronic marketing materials from concept to final drafts including creative content development, graphic design and layout upon the request of the Contract Administrator.
a. Advertising Design services
b. Content development for creative campaigns
c. Layout and production of said campaigns and placement
2) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal, with total cost and timelines and at least 3 revisions to completion
3) Receive written approval of the estimate from the Site Contract Administrator prior to beginning each creativity service..
4) Prepare all mechanical art or acquire all necessary artwork, photographs and other creative assets required for the production of advertisements and marketing upon request by the site contract administrator.
5) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal and receive written approval of the estimate prior to beginning each production service.
Aquarium at Pine Knoll Shores
3. Provide all reports to the specific Site Marketing Manager, the Executive Director of the Aquariums and the Executive Director of the North Carolina Zoological park with copies of all reports going to the Department Marketing Manager and the Department’s Contract Administrator.
4. Provide a marketing and advertising plan for this location with the following minimum areas of concentration:
F. Research and Planning
1) Evaluate and provide a written analysis of the strengths and weaknesses of current marketing strategy.
2) Conduct needed research to set strategic marketing direction, predict trends, seek out and emerging markets and demographics, and monitor the trends specific to this site.
3) Develop a marketing plan using a blend of market and industry research, analytics, key consumer insights, media trends and emerging technology.
4) Provide comprehensive proposed budgets for media spends. This shall include recommended media outlets, costs, expected reach and outcome. Media purchases shall be submitted for written approval by the Contract Administrator for each site.
5) Provide budget recommendations, placement management, reporting, strategy and monitoring on a monthly basis.
6) Meet with Contract Administrator and Department Contract Administrator a minimum of once (1) every two (2) months to review marketing activities and objectives, align tactics with defined strategies and make modifications as needed.
7) Each plan should be considerate of leveraging shared audiences where applicable and prevent competing media purchases amongst all locations.
8) Bill cost once every 6 month after receipt and acceptance of the research and planning documents by the Department.
G. Media Planning and Placement
1) Analyze and recommend specific marketing medium buys in writing to the site contract for both paid and unpaid across print, digital, broadcast, out of home, sponsorships, etc.).
2) Provide allocation of dollars by media type and market with detailed rationale.
3) Provide written plans and recommendations to the Site Contract Administrator in for the purchase of advertising, promotional items, related materials and other services. The Department will pay actual cost for the purchase of advertising, promotional items, related materials and other services separately to the Vendor as a pass-through cost.
4) Monitor all media schedules to assure placements are fulfilled and align with contract obligations and furnish results to the Site Contract Administrator.
5) Evaluate advertising purchases and provide a written report of data-driven results showing each location’s Return on Investment with recommendations and insights, communicating the results to the Contract Administrator on a monthly basis.
6) Bill quarterly after receipt and acceptance by the Department
H. Creativity
1) Provide assistance in the development of print, video, and electronic marketing materials from concept to final drafts including creative content development, graphic design and layout upon the request of the Contract Administrator.
a. Advertising Design services
b. Content development for creative campaigns
c. Layout and production of said campaigns and placement
2) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal, with total cost and timelines and at least 3 revisions to completion
3) Receive written approval of the estimate from the Site Contract Administrator prior to beginning each creativity service. .
4) Prepare all mechanical art or acquire all necessary artwork, photographs and other creative assets required for the production of advertisements and marketing upon request by the site contract administrator.
5) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal and receive written approval of the estimate prior to beginning each production service.
6) Bill by hourly rate, monthly upon completion and acceptance by the Department.
Aquarium at Roanoke Island
5. Provide all reports to the specific Site Marketing Manager, the Executive Director of the Aquariums and the Executive Director of the North Carolina Zoological park with copies of all reports going to the Department Marketing Manager and the Department’s Contract Administrator.
6. Provide a marketing and advertising plan for this location with the following minimum areas of concentration:
K. Research and Planning
1) Evaluate and provide a written analysis of the strengths and weaknesses of current marketing strategy.
2) Conduct needed research to set strategic marketing direction, predict trends, seek out new and emerging markets and demographics, and monitor the trends specific to this site.
3) Develop a marketing plan using a blend of market and industry research, analytics, key consumer insights, media trends and emerging technology.
4) Provide comprehensive proposed budgets for media spends. This shall include recommended media outlets, costs, expected reach and outcome. Media purchases shall be submitted for written approval by the Contract Administrator for each site.
5) Provide budget recommendations, placement management, reporting, strategy and monitoring on a monthly basis.
6) Meet with Contract Administrator and Department Contract Administrator a minimum of once (1) every two (2) months to review marketing activities and objectives, align tactics with defined strategies and make modifications as needed.
7) Each plan should be considerate of leveraging shared audiences where applicable and prevent competing media purchases amongst all locations.
8) Bill cost once every 6 month after receipt and acceptance of the research and planning documents by the Department.
L. Media Planning and Placement
1) Analyze and recommend specific marketing medium buys in writing to the site contract administrator for both paid and unpaid across print, digital, broadcast, out of home, sponsorships, etc.).
2) Provide allocation of dollars by media type and market with detailed rationale.
3) Provide written plans and recommendations to the Site Contract Administrator in for the purchase of advertising, promotional items, related materials and other services. The Department will pay actual cost for the purchase of advertising, promotional items, related materials and other services separately to the Vendor as a pass-through cost.
4) Monitor all media schedules to assure placements are fulfilled and align with contract obligations and furnish results to the Site Contract Administrator.
5) Evaluate advertising purchases and provide a written report of data-driven results showing each location’s Return on Investment with recommendations and insights, communicating the results to the Contract Administrator on a monthly basis.
6) Bill quarterly after receipt and acceptance by the Department
M. Creativity
1) Provide assistance in the development of print, video, and electronic marketing materials from concept to final drafts including creative content development, graphic design and layout upon the request of the Contract Administrator.
a. Advertising Design services
b. Content development for creative campaigns
c. Layout and production of said campaigns and placement
2) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal, with total cost and timelines and at least 3 revisions to completion
3) Receive written approval of the estimate from the Site Contract Administrator prior to beginning each creativity service.
4) Prepare all mechanical art or acquire all necessary artwork, photographs and other creative assets required for the production of advertisements and marketing upon request by the site contract administrator.
5) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal and receive written approval of the estimate prior to beginning each production service. Production services also include the following:
a. Photography license(s)
b. Creative design
c. Layout and production
d. Copy development
6) Bill by hourly rate, monthly upon completion and acceptance by the Department.
NC Zoological Park Marketing Plan Goals 2018-2020
• Increase attendance from 790,000 CY 2016 to 950,000 CY by 2020 (5% each year)
• Increase attendance on weekdays and Sundays, particularly during peak season (spring & fall)
• Increase attendance during shoulder seasons (November/December and summer)
• Position the North Carolina Zoo as a premiere and unique experience for connecting with nature
• Raise the profile of the North Carolina Zoo as a leader in local and global wildlife conservation, animal welfare and informal education
• Raise awareness of the North Carolina Zoo across the state of North Carolina and along bordering states, focusing on high-profile audiences
Audiences:
Geography
• Residents within 90 minutes who could come for the day (Charlotte, Winston-Salem, Greensboro, Raleigh-Durham- Chapel Hill)
• Residents of other major metro areas who could come for a short visit (e.g. Asheville, Fayetteville, Greenville, NC; Richmond, Blacksburg, Charlottesville, VA)
Specific Audience Segments
• Parents, grandparents and other caregivers of children 5-8 years old
• Conservation-minded residents
• Hikers, walkers, runners and others looking for active, outdoor vacations
• Teachers and principles
Media Buy Agency responsibilities
• Research and recommend media mix that complements Zoo’s communications plan
• Determine media buys that meet predetermined measurable objectives
• Enhance fundamental concepts that the North Carolina Zoo’s messaging must reinforce
• Prioritize the most effective media buying tactics for reaching and mobilizing audience targets
• Utilize Zoo’s highest-priority audiences to determine where and when media buys will be most effective
• Place approved media buys
• Utilize Zoo’s creative
• Prioritize media buys that will be most effective within the Zoo’s budget
• Provide analytics based on performance of placed media
The Contractor shall provide the following Marketing Services to the NC Zoological Park:
7. Provide all reports to the specific Site Marketing Manager, the Executive Director of the Executive Director of the North Carolina Zoological park with copies of all reports going to the Department Marketing Manager and the Department’s Contract Administrator.
8. Provide a marketing and advertising plan for this location with the following minimum areas of concentration:
P. Research and Planning
1) Evaluate and provide a written analysis of the strengths and weaknesses of current marketing strategy.
2) Conduct needed research to set strategic marketing direction, predict trends, seek out new and emerging markets and demographics, and monitor the trends specific to this site.
3) Develop a marketing plan using a blend of market and industry research, analytics, key consumer insights, media trends and emerging technology.
4) Provide comprehensive proposed budgets for media spends. This shall include recommended outlets, costs, expected reach and outcome. Media purchases shall be submitted for written approval by the Contract Administrator for each site.
5) Provide budget recommendations, placement management, reporting, strategy and monitoring on a monthly basis.
6) Meet with Contract Administrator and Department Contract Administrator a minimum of once (1) every two (2) months to review marketing activities and objectives, align tactics with defined strategies and make modifications as needed.
7) Each plan should be considerate of leveraging shared audiences where applicable and prevent competing media purchases amongst all locations.
8) Bill cost once every 6 month after receipt and acceptance of the research and planning documents by the Department.
Q. Media Planning and Placement
1) Analyze and recommend specific marketing medium buys in writing to the site contract administrator for both paid and unpaid across print, digital, broadcast, out of home, sponsorships, etc.).
2) Provide allocation of dollars by media type and market with detailed rationale.
3) Provide written plans and recommendations to the Site Contract Administrator in for the purchase of advertising, promotional items, related materials and other services. The Department will pay actual cost for the purchase of advertising, promotional items, related materials and other services separately to the Vendor as a pass-through cost.
4) Monitor all media schedules to assure placements are fulfilled and align with contract obligations and furnish results to the Site Contract Administrator.
5) Evaluate advertising purchases and provide a written report of data-driven results showing each location’s Return on Investment with recommendations and insights, communicating the results to the Contract Administrator on a monthly basis.
6) Bill quarterly after receipt and acceptance by the Department
R. Creativity
1) Provide assistance in the development of print, video, and electronic marketing materials from concept to final drafts including creative content development, graphic design and layout upon the request of the Contract Administrator.
a. Advertising Design services
b. Content development for creative campaigns
c. Layout and production of said campaigns and placement
2) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal, with total cost and timelines and at least 3 revisions to completion
3) Receive written approval of the estimate from the Site Contract Administrator prior to beginning each creativity service. .
4) Prepare all mechanical art or acquire all necessary artwork, photographs and other creative assets required for the production of advertisements and marketing upon request by the site contract administrator.
5) Provide an itemized written estimate of hours for creative services at the hourly rate stated in the cost proposal and receive written approval of the estimate prior to beginning each production service. Production services also include the following:
a. Photography license(s)
b. Creative design
c. Layout and production
d. Copy development
Due Date:
November 21st, 2017.
Address:
roger.odom@ncdcr.gov
Strong agencies to be considered for this assignment include Cohn & Wolfe and Burson Marsteller.