MEDIA BUY RFP ISSUED IN HOUSTON
SERVICES
Purpose:
The intent of this Request for Proposals (“RFP” or “Solicitation”) is to provide digital and traditional
advertising media buying firms an opportunity to present their qualifications, experience, and
conceptual approach to providing the scope of services in relation to the needs of Port Houston.
Proposals that concisely present the information requested in the order and manner requested
will be considered more favorably than a Proposal (“Proposal” or “Offer”) from an Offeror (“Offeror”
or “Proposer”) of commensurate qualifications that displays a lack of organization, conciseness
or attention to detail.
Port Houston is soliciting proposals for advertising media buying services. The selected
contractor(s) will work with the department of Marketing, Branding and External Communications
to expand Port Houston’s footprint at a local, regional and national level and show its impact in
the community, environment and commerce with its various stakeholders. The selected
contractor(s) must have a successful record of assisting organizations achieve growth through a
proactive, analytical, innovative, and best-of-breed media buying approach. Port Houston is
looking for strategic partner — sophisticated, engaged firms with differentiated subject matter
expertise and a proven, results-oriented background in marketing and advertising media. Only
Proposers with experience purchasing a minimum of $500,000 annually within the last five years
for a single client AND five (5) years of experience purchasing media shall be eligible for an award.
Port Houston anticipates awarding a single contract as a result of this Solicitation.
Proposers are advised that Port Houston makes no guarantee that any request for services will
be issued or any minimal dollar amount will be spent under the resulting contract. However, Port
Houston anticipates that the Marketing, Branding and External Communications department will
elect to utilize the resulting contract for a variety of assignments and projects.
Background:
For more than 100 years, Port Houston has owned and operated the public wharves and terminals
along the Houston Ship Channel, including the area’s largest breakbulk facility and two of the
most efficient and fastest-growing container terminals in the country. Port Houston is the advocate
and a strategic leader for the Channel. The Houston Ship Channel complex and its more than
200 public and private terminals, collectively known as the Port of Houston, is the nation’s largest
port for waterborne tonnage and an essential economic engine for the Houston region, the state
of Texas, and the U.S. The Port of Houston supports the creation of nearly 1.35 million jobs in
Texas and 3.2 million jobs nationwide, and economic activity totaling $339 billion in Texas – 20.6
percent of Texas’ total gross domestic product (GDP) – and $801.9 billion in economic impact
across the nation.
Scope of Work:
• Advertising media buying services: As needed, the awarded vendor shall provide
advertising media buying services (the “Services”) in local, regional, and national markets.
The digital and traditional advertising media buying services may include, but are not
limited to, any of the following:
o Radio and television
o Outdoor
o Paid search
o Display (Prospecting, Retargeting, Native and Online Video/Audio)
o Mobile
o Paid social
o Print
• Account Management. At a minimum, Port Houston expects the following personnel
assigned to Port Houston’s account for projects as they arise:
o Account Lead: Be responsible for day-to-day management of all work associated
with the account; manage problem escalation and provide resolution(s); have
capability of assigning additional staff resources, as needed.
• Provide data on all purchased media with the associated tracking
A more detailed description of the requested services is provided in Appendix A, Scope of
Services, attached to the sample Services Agreement provided with this solicitation.
Due Date: 9/15/21 11:00 a.m.
Address:
In light of continuing concerns about the spread of COVID-19 in the greater Houston area, Port Houston is continuing to take proactive steps to protect the health and safety of our employees and vendor community. Respondents MUST submit their responses Electronically via email to: Procurementproposals@porthouston.com.
Agencies to consider include Ruder Finn and MWWPR.