Orlando Needs PR & Marketing Firm

Seminole County is seeking a marketing firm for Orlando North Seminole County Tourism RFP.

Purpose:

1. LEISURE AND MEETINGS
   The account management, artwork, layout, and design and all production expenses shall be included. The Agency is expected to develop and create requested collateral that will help further promote and position Orlando North Seminole County (ONSC) Tourism as an appealing and attractive leisure and meetings destination for visitors. The account management, artwork, layout, and design and all production expenses shall be included.
2. SPORTS
   The account management, artwork, layout, and design and all production expenses shall be included. The Agency is expected to develop and create requested collateral that will help further promote and position Orlando North Seminole County (ONSC) and its sports venues as appealing and attractive destinations for event organizers, coaches, teams, and families. The account management, artwork, layout, and design and all production expenses shall be included.
3. SOCIAL MEDIA
   The Agency will be responsible for managing all Orlando North Seminole County (ONSC) social media efforts, including but not limited to: ONSC leisure, meetings and sports social media. Social media consists of: ONSC Tourism Facebook, Twitter and Instagram accounts, as well as ONSC Sports Facebook, Twitter and Instagram accounts, as well as any additional social media outlets that may deliver added value.

Background:

Orlando North Seminole County Tourism, which is part of Seminole County Government, is seeking proposals from qualified individuals or firms to provide digital and print marketing, advertising, public relations, social media, and communications services. Orlando North Seminole County Tourism is pursuing a creative agency to continue the success of our new brand positioning, while marketing Orlando North as a premiere sports and leisure destination. Selected firm(s) will work with the Orlando North Seminole County Tourism staff to provide the below listed services.

Seminole County is centrally located between Orlando and Daytona Beach. Although only 344 square miles in size, Seminole County is home to seven municipalities, more than 40 hotels, a state-of-the-art, 15-field Sports Complex, the Central Florida Zoo and Botanical Gardens, more than 2,000 rivers and lakes, and an emerging food and beverage scene. Orlando North Seminole County Tourism is funded by a 5% county-wide tourist development tax on transient rentals, which generated an annual net revenue of approximately $4.8 million for fiscal year 2015-2016. This represents a 4% increase in revenue over the previous fiscal year.

Scope of Work:

LEISURE AND MEETINGS:

The account management, artwork, layout, and design and all production expenses shall be included. The Agency is expected to develop and create requested collateral that will help further promote and position Orlando North Seminole County (ONSC) Tourism as an appealing and attractive leisure and meetings destination for visitors. The account management, artwork, layout, and design and all production expenses shall be included.

Leisure and Meetings Marketing and Advertising:

The Agency will be expected to deliver a leisure and meetings branding strategy for ONSC Tourism. This strategy must stay consistent with ONSC branding. This plan should be supported by proper market research.

Marketing Plan:

• The Agency will be expected to develop, manage, and deploy an advertising and marketing plan to be presented to ONSC Tourism staff at the beginning of each fiscal year;
• The annual marketing plan must include:
• Detailed strategies and anticipated marketing and advertising goals;
• Performance metrics detailing how these initiatives will be monitored and evaluated;
• Marketing and advertising recommendations the tourism office should be considering on an annual basis;
• A media plan that includes a variety of paid media placements to include but not limited to: print, digital and online. The Agency will be expected to negotiate all paid media placements on behalf of ONSC Tourism.
• An annual calendar of all paid media advertising initiatives with estimated media placement costs and deployment dates;
• A public relations plan including a calendar of all planned public relations initiatives (media releases, familiarization tours, trade shows, media missions).
• The Agency will be required to provide a monthly report that reflects all marketing and advertising initiatives.
• The Agency will be expected to work closely with local partners to produce co-op advertising campaigns and opportunities that the partners can participate in throughout the year.
• ONSC Tourism will have final approval of all marketing and public relations plans.

Print and Digital:

• The Agency will, upon request of tourism staff, develop, design, and produce written promotional materials. The Agency is responsible for production of these materials, both print and digital, as well as Internet and mobile device promotions.
• The Agency is expected to develop and create requested collateral that will help further promote and position ONSC as an appealing and attractive destination for visitors.
• The account management, artwork, layout, and design and all production expenses shall be included.

Website:

• The Agency will maintain the Orlando North Seminole County Tourism website, www.DoOrlandoNorth.com, the server, and all content;
• Develop an annual website plan with the goals of increasing traffic, developing and maintaining interesting and relevant content, and an enhancing the interactive experience for the consumer;
• Requested website changes and updates provided by tourism staff will be made within 24 business hours;
• Provide monthly Google Analytics report (sessions, users, page views) and provide designated tourism staff member(s) access to run reports and acquire digital analytics;
• Maintain website booking applications;
• ONSC Tourism staff shall receive a copy of all purchased lists utilized by the Agency on behalf of Seminole County Tourism;
• Conduct research regarding overall website performance for functionality, visitation, and lead generation in order to recommend and implement ongoing improvements and changes to the website;
• Conduct a comprehensive review and “scrub” of www.DoOrlandoNorth.com twice annually, upon the request of staff.
• Public Relations

The Agency will be expected to develop and deploy a comprehensive Public Relations Plan designed to produce top of mind destination brand awareness for ONSC Tourism to encourage new and repeat visitation from targeted clients.

• The public relations team will be expected to create, produce, update, and distribute press kits and press releases on behalf of ONSC Tourism. A minimum of five press releases shall be distributed to local, state, and/or national press on a monthly basis;
• A total of 502 articles shall be clipped during FY2017/18. This benchmark is based on Burreles Luce Clip Services;
• Public relations and promotional efforts and activities will be coordinated by the public relations team for signature events that generate an strong economic impact on Seminole County (i.e. Scottish Highland Games);
• The public relations team should be proactive in coordinating site visits and planning familiarization tours for media and group tour travel industry professionals throughout the year;
• A crisis communications and media plan will be implements in the event a situation arises that may impact ONSC Tourism;
• The Agency shall memberships and affiliations with professional organizations in order to develop appropriate contacts and relationships that will advance ONSC Tourism objectives.

SCOPE OF SERVICES: SPORTS

The Agency is expected to develop and create requested collateral that will help further promote and position Orlando North Seminole County (ONSC) and its sports venues as appealing and attractive destinations for event organizers, coaches, teams, and families.

Sports Marketing and Advertising:

The Agency will be expected to deliver a sports tourism branding strategy for ONSC Sports. This strategy must stay consistent with ONSC Sports branding. This plan should be supported by proper market research.

Marketing Plan:

• The Agency will be expected to develop, manage, and deploy a sports-specific advertising and marketing plan to be presented to ONSC Sports at the beginning of each fiscal year;
• The annual marketing plan must include:
• Detailed strategies and anticipated marketing and advertising goals;
• Performance metrics specifying how these initiatives will be monitored and evaluated;
• Marketing and advertising recommendations that the sports tourism staff will review on an annual basis;
• A media plan that includes a variety of paid media placements, including but not limited to: print, digital and online. The Agency will be expected to negotiate all paid media placements on behalf of ONSC Sports;
• An annual calendar of all paid media advertising initiatives with estimated media placement costs and deployment dates;
• A public relations plan including a calendar of all planned public relations initiatives (media releases, media events, trade shows);
• The Agency will be required to provide a monthly report that reflects all marketing and advertising initiatives;
• ONSC Sports will have final approval of all marketing and public relations plans.

Print and Digital:

• The Agency will, upon request of sports tourism staff, develop, design, and produce written promotional materials. The Agency is responsible for production of these materials, both print and digital;
• The Agency is expected to develop and create requested collateral that will help further promote and position Seminole County and its sports venues as appealing and attractive destinations for event organizers, coaches, teams, and families;
• The account management, artwork, layout, and design and all production expenses shall be included.

Website:

• Maintain the Orlando North Seminole County Sports website, www.PlayOrlandoNorth.com, the server, and all content;
• Develop an annual website plan with the goals of increasing traffic, developing and maintaining interesting and relevant content, and an enhancing the interactive experience for the consumer;
• Requested website changes and updates provided by sports tourism staff will be made within 24 business hours;
• Provide sports tourism staff with a monthly Google Analytics report (sessions, users, page views). The Agency will give designated tourism staff member(s) access to run reports and acquire digital analytics;
• Develop an annual website plan with the goals of increasing traffic, developing and maintaining interesting and relevant content, and an enhancing the interactive experience for the consumer;
• ONSC Sports shall receive a copy of all purchased lists utilized by the Agency on behalf of ONSC Sports;
• Conduct a comprehensive review and “scrub” of www.PlayOrlandoNorth.com twice annually.

Public Relations:

The Agency will be expected to develop and deploy a comprehensive public relations plan designed to produce ONSC Sports brand awareness and to encourage promotion and repeat utilization of Seminole County sports venues.

• The public relations team will be expected to create, produce, update, and distribute press kits and press releases on behalf of ONSC Sports;
• The Agency will maintain memberships and affiliations with professional organizations in order to develop appropriate contacts and relationships that will advance ONSC Sports objectives.

Due Date: 

May 17th, 2017

Address: Purchasing & Contracts Division, 1301 East 2nd  Street, Sanford, FL 3

PR firms who may be a fit include COYNE PR, 5WPR and Zimmerman.