Professional Advertising and Marketing Services Business-to-Business – DFW International Airport
PA1610
Dallas Fort Worth International Airport Board
DFW Airport, TX 75261
972-973-3112
Open Date: Nov 13th 2024, 12:00 PM CST
Questions Due Date: Nov 21st 2024, 2:00 PM CST
Close Date: Dec 6th 2024, 2:00 PM CST
Proposals must be submitted electronically at:
1. INTRODUCTION
1.1. Dallas Fort Worth International Airport Board (Board), is seeking a firm or firms that can provide the Marketing Services Department with professional business–to–business advertising and marketing services.
1.2. The basic premise for Marketing Services’ business-to-business marketing efforts is to increase the profile of DFW International Airport and its products and/or services to two primary audiences: airline executives and real estate development executives.
1.3 DFW seeks to grow airline revenues by positioning itself as the most attractive and competitive Global Super Hub for a target audience of airlines and alliances. DFW has been successful in growing its international nonstop service by 32% in the past five years. In the coming years, DFW seeks to approach airlines worldwide in order to add more international destinations. The target audience for this marketing effort has been identified as Airline Senior Executives and Airline Route Planners/schedulers.
1.4 Additionally, DFW seeks to increase non-airline revenues by leasing and development of airport real estate for aviation related users and concurrent commercial development with a market driven approach through land planning. DFW is the model “Airport City” and the perfect place for land developers, site selectors, commercial real estate agents and corporations to consider as their next move. More information is available at www.dfwairport.com/landhere. The target audience for this marketing effort has been identified as Real Estate Developers, Corporate Real Estate Agents, and Site Selectors.
2. SCOPE OF WORK
2.1 This Contract will provide professional business-to-business advertising and marketing services for the Board.
2.2 In order to grow both airline and non-airline revenues, DFW Airport uses a variety of methods to develop targeted relationships and increase the profile of Dallas/Fort Worth International Airport to specific target markets. These efforts are accomplished through the use of a well-structured and comprehensive marketing plan consisting of aggressive advertising and direct mail campaigns; market research; multimedia and online communications; exhibition, sponsorship and attendance at key industry trade shows, and the enhancement of DFW’s overall brand image to a variety of business audiences. The Marketing Services function has taken a very aggressive approach over the past several years and the Board’s advertising efforts have been recognized as some of the best in the aviation and advertising industries.
2.3 Services to be provided to the Board on an as-needed basis for both primary Business-to-Business audiences could include but are not limited to the following:
2.3.1 Development of a comprehensive advertising and marketing plan to include, but is not limited to, the following:
- Graphic design (including large scale wall size graphics)
- trade magazine print advertisements
- direct mail
- collateral
- promotional items for senior airline or real estate executives
- multi-media, video shoots and photoshoots (including night time shoots)
- media planning and buying on a national and international level
2.3.2 The above list is provided in an effort to give the proposer an idea of the types of work and services that may be requested from the successful Agency. No guarantee is made that the Board will require any services listed.
3. PROPOSER QUALIFICATIONS
3.1 Your Proposal Should Include the Following:
- Approach to Work
- A responsive Firm bidding on this Contract will demonstrate and describe how it would approach the Work Tasks outlined in this RFP.
- Case Studies
- A responsive Firm bidding on this Contract will provide three or more case studies that show holistic campaigns targeting a business audience, including:
- Examples of print, direct mail, interactive, and trade show planning and execution
- Description or illustration of how the Firm achieved a clear and strong brand image for the organization and/or specific products or services through the campaign(s) provided.
- Measurable results and the process through which these results were measured for the campaign(s) provided under Item #1.
- A responsive Firm bidding on this Contract will provide three or more case studies that show holistic campaigns targeting a business audience, including:
3.2 Minimum Qualifications:
A responsive Firm bidding on this portion of the Contract will provide the following information on the experience of the Agency and its personnel.
1) For the agency, a minimum of five (5) years in the planning, creation and execution of multi-faceted advertising and marketing campaigns, at international, national and regional levels for a major corporation.
a. Expertise in the aviation and/or transportation industry is preferred, but not required.
b. Expertise in the commercial development industry is preferred, but not required.
c. Please provide information on this experience if relevant.
2) For the following positions assigned to the DFW Airport account, a minimum of five (5) years in the planning, creation and execution of advertising campaigns, at international, national and regional levels for a major corporation.
a. Creative Director and/or Principal and
b. Media Director, Supervisor and/or Buyer
3) For the following positions assigned to the DFW Airport account, a minimum, two (2) years in the planning, creation and execution of campaigns, at national and regional levels for a major corporation.
a. Account Executive and/or Supervisor
b. Art Director
c. Print Production Manager
d. Copywriter
4) Ad placement / Media buying qualifications over the previous five (5) years
5) Account service qualifications over the previous two (2) years
Please note for combined proposals, one or more of the agencies must meet the minimum requirements outlined.
The Board will classify all materials provided under this section as confidential.
3.3 Pricing Schedule:
A responsive Firm bidding on this Contract will provide the following information on the costs associated with Contracting to the Firm:
1) An Hourly Personnel Rate Schedule for each employee/contractor job classification that could potentially provide services to the Board, including, but not limited to, personnel such as Principal, Creative Director, Art Director, Copywriter, Account Service Director, Account Service Supervisor, Account Executive, Account Planner, Account Coordinator, Print Production Manager, Broadcast Producer, Media Director, Media Supervisor, Media Buyer, Multimedia and other personnel. Please designate hourly personnel rate schedules for junior and senior positions, where applicable.
a. This hourly rate shall be inclusive of employees’ base hourly rates, all fringe and overhead costs, and profit, and all other costs excluding reimbursables. Written approval by the Board is required for any change in individual compensation rates. The Board shall have the right to approve or disapprove personnel assigned under each job classification.
2) Fixed rate costs for the following activities. Please note that the Agency will be required to submit justification on the hours spent under the fixed rate scenario. Any unused portion of monthly hours will be carried over to the next month.
a. Account service, on a monthly basis, for all services provided by personnel in this classification.
b. Art direction, on a monthly basis, for both one and two full-time personnel in this classification
3) Media commission structure for all media placed as part of this Contract, including costs for when the plan is approved and executed and costs for when the plan is completed but not approved and executed.
Work assignments will be issued by the Board on a project by project basis and will be based on hourly rates or a negotiated fixed cost basis, at the discretion of the Board.
3.4 Other Requirements and Information
The Agency will be required to utilize the Board’s brand guidelines when producing any and all Board-related projects. The brand guidelines can be reviewed at http://www.dfwairport.com/airport/brandguide/.
The Agency will be required to purchase, install, and submit all Board-related projects in the Airport’s corporate fonts, which are “Avenir 35,” “Avenir 55” and “Avenir 65,” consistent with the Board’s brand guidelines. The cost to purchase this font is minimal and will be borne by the Agency.
This announcement does not commit the Board to issue an RFP, award a contract or pay any costs incurred in the preparation of responses to this RFQ. The Board reserves the right to accept or reject, in whole or in part, all responses submitted and/or to cancel this announcement. The Contract awarded after RFP’s shall be based upon the proposal most advantageous to the Board, price and other factors considered. The Contract may be awarded to multiple firms.
