The New Hampshire Liquor Commission (“NHLC”) seeks to procure services from a full- service advertising agency for advertising, marketing and public relations. The NHLC intends to enter a five-year contract commencing upon July 1, 2018 or Governor and Executive Council approval, whichever is later, and ending on June 30, 2023, with an option to extend for up to two additional years as mutually agreed and approved by the Governor and Executive Council.
The Agency will be responsible for all facets of advertising, marketing and public relations from strategic development through implementation across a full complement of media outlets. The Agency will be required to present cutting edge, innovative ideas and methods for enriching and growing the NHLC brand. The NHLC expects the Agency to use sound research to support its strategic recommendations and to evaluate campaign effectiveness. In addition to traditional advertising, the NHLC expects the Agency to dynamically employ social media outlets and new emerging platforms. The Agency will be required to manage the NHLC websites used by both consumers and licensees. The expectation will be that the websites are inviting and user-friendly, with versatile search capabilities and accurate inventory representations across all 80 NHLC Liquor and Wine Outlets.
The NHLC was established in 1933 following the repeal of prohibition. The NHLC regulates the manufacture, importation, storage, transportation, sale and use of wine, spirits and brewed beverages in New Hampshire. In addition to regulating the alcoholic beverage business in New Hampshire, the NHLC is also a wholesaler and retailer of wines and spirits. The NHLC operates 80 retail stores throughout New Hampshire through which the NHLC sells wines and spirits to both consumers and NHLC licensees. The NHLC also maintains a bailment warehouse, which provides wines and spirits to NHLC retail stores as well as NHLC licensees. Off-premise licensees, such as grocery or convenience stores, purchase wines from the NHLC to sell at retail. On-premise licensees, such as restaurants, purchase wines and spirits from the NHLC to sell to patrons at their establishments.
In Fiscal Year 2017, the NHLC net sales were $684.8 million. As a state agency, the NHLC transferred $153.2 million to the State General Fund and $3.3 million to the Alcohol Abuse Prevention and Treatment Fund.
Scope of Work:
The successful Agency will be required to perform all facets of advertising, marketing and public relations from strategic development through implementation across a full complement of media outlets. The Agency will be expected to manage and be on the forefront of shifting innovations in marketing technologies that can be utilized to increase sales. In addition to traditional advertising, the NHLC expects the Agency to dynamically employ social media outlets and new emerging platforms. The Agency will be required to present cutting edge, innovative ideas and methods for enriching the NHLC brand and growing sales. The NHLC expects the Agency to use sound research to support its strategic recommendations and to evaluate campaign effectiveness.
The Agency shall develop and demonstrate expertise in the unique nature of the NHLC’s business as well as in the NHLC’s associated responsibilities as an industry regulator.
The Agency shall provide all administrative and support services standardly available from a full-service advertising agency, including but not limited to creative briefs, media calendars, job estimates, monthly budget and reconciliation updates, detailed monthly billings, and thorough analysis of promotion effectiveness upon completion.
The Agency shall provide the following services:
- Develop and implement sound marketing strategies to increase customer traffic and sales Develop dynamic and innovative creative
- Develop advertising campaigns in print, broadcast and web-based media
- Design, copywriting and proofreading
- Develop and manage in-store audio, video and signage Manage public relations
- Manage Celebrate NH magazine
- Manage in-store advertising opportunities
- Develop in-store items, including themed point-of-sale materials, gift cards, reusable bottle bags, employee attire, aprons and name tags
- Assist with development of new marketing and sales systems
- Develop, advertise and support special events such as Wine Week, Distiller’s Showcase, Tequila Week and Tasting Series
- Develop, advertise and support themed summer, fall and winter events Printing services
- Research-based media planning and placement
- Develop and maintain NHLC retail and wholesale websites, including bottle shot uploads and front-page rotating images
- Develop and maintain website for Enforcement Divisions
- Exact-target monthly direct-to-consumer email deployments with coupons
- Exact-target monthly direct-to-consumer email deployments with “Insider Picks”
- Exact-target monthly email deployments to on-premise and off-premise licensees with “Mixology Minute” and grocery “Price Busters”
- Build and maintain an ongoing and robust social media presence Recommend pricing and discounting strategies for loyalty programs Coordinate and promote new store grand openings
The Agency will plan and develop videos, slide presentations, PowerPoint presentations, etc. and, in the case of new technologies, Agency will explore technical details and present NHLC staff with viable options for marketing activities to increase sales. The Agency shall attend weekly meetings with NHLC staff to plan, coordinate and review advertising strategies. The Agency will recommend marketing and creative concepts for approval. The Agency will also recommend media plans for newspapers, magazines, television, radio, outdoor, electronic and other media within a total annual budget of approximately $2.8 million per fiscal year and in accordance with RSA 175:4.
The Agency will regularly review the effectiveness of advertising campaigns with the NHLC. At least monthly, the Agency shall present performance outcomes of advertising strategies. The Agency principle overseeing the NHLC account will be expected to attend these meetings in person. The Agency will be responsible for negotiating media buys. Cost of ad placement will be net to NHLC and it is expected that the Agency will negotiate added value.
The Agency will manage and provide support to other NHLC contractors to ensure maximum synergy and results across all media. This includes, but is not limited to, managing contracts for public relations specialists, Celebrate NH magazine, in-store advertising and in-store audio and video. The Agency must develop a strategy to differentiate the New Hampshire Liquor and Wine Outlets from other competing states and retailers to protect and increase market share. The Agency will also be required to develop and execute public service campaigns that promote responsible consumption. The Agency shall provide printing services either directly or via sub-contract based on specifications and proofs approved by the NHLC. Some printing needs may be met through the New Hampshire Bureau of Graphic Services. The Agency shall provide printing services for project needs that cannot be met through the Bureau of Graphic Services.
The Agency shall coordinate, participate in and support the NHLC in NHLC- sponsored events, conferences and meetings.
The Agency shall provide ongoing creative and technical support as the NHLC develops and implements an on-line consumer retail ordering system with in-store pick- up and direct-to-consumer shipping.
March 28th, 2018
Katherine de Oliveira
50 Storrs St
P.O. Box 503
Concord NH 03302
Hunter PR has a strong alcohol PR arm.
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