REQUEST FOR PROPOSALS FOR CREATIVE, ADVERTISING, AND MEDIA PLACEMENT SUPPORT SERVICES
Proposal Due Date: April 27, 2024, at 2:00 PM EDT
Link: file:///C:/Users/cbettencourt/Downloads/24-023.S%20Advertising%20Services%20RFP%20(1).pdf
Purpose.
This request for proposals (RFP) provides to those interested in submitting proposals for
the subject procurement (“Offerors”) sufficient information to enable them to prepare and submit
proposals for PhilaPort’s consideration to satisfy a need for CREATIVE, ADVERTISING, AND
MEDIA PLACEMENT SUPPORT SERVICES (“Project”). This RFP contains instructions
governing the requested proposals, including the requirements for the information and material to
be included; a description of the services to be provided; requirements which Offerors must meet
to be eligible for consideration; general evaluation criteria; and other requirements specific to this
RFP.
I-2. PhilaPort. The Port of Philadelphia (“PhilaPort”) has issued this RFP on behalf of itself as an
independent agency of the Commonwealth of Pennsylvania. The sole point of contact in the
Commonwealth for this RFP shall be the PhilaPort Acting Director of Procurement, Brian Gocial,
3460 N. Delaware Avenue, 2nd Floor, Philadelphia, PA 19134, bgocial@philaport.com. Please
refer all inquiries to PhilaPort’s Acting Director of Procurement.
I-3. Overview of Project.
The selected firm will provide Paid Media Asset Production, Planning, Placement and
Measurement Services. The contract term will be for a six (6) month period. The proposed
project will enhance awareness of the positive impact of the Port’s operations, strengthen
community relationships, establish PhilaPort’s commitment to environmental stewardship and
promote the Port’s role in the economic success of the Greater Philadelphia region. The current
budget for this project, including Phase 1 and Phase 2, is $80,000.00.
I-4. Objectives.
Despite its size and prominence, the Port of Philadelphia is not well understood or appreciated
across the regions most impacted by its operations: Greater Philadelphia – encompassing
southeastern Pennsylvania, southern New Jersey, and northern Delaware, and the northern Eastern
Shore of Maryland – and Harrisburg, PA, the State Capitol.
As a result, the Port has a responsibility to create better awareness and understanding of its role as
a vital commercial engine that supports good, family-supporting jobs for more than 18,000 men
and women. The Port is also interested in improving local and regional understanding of its
environmental stewardship, its safety operations and record, and its plans for the future.
The selected Offeror will be tasked with researching, developing, and implementing a paid media
campaign using billboards, Connected TV, Radio and Digital channels (to include social media and
SEM), in order to improve awareness and understanding, within local communities, of the powerful
positive impact of the Port.
• Key audience categories for this work include, but are not limited to:
1. Greater Philadelphia residents who benefit, directly and indirectly from the Port’s operations
2. Local community leaders and community-based groups.
3. Business-related stakeholders, including trade associations and others.
4. Institutional stakeholders, including local and state policymakers, elected officials,
regulators, and others.
• Service requirements for this project include the following Phases:
Phase 1:
1. Strategic Plan: Develop a paid, owned, and shared media strategy plan to achieve
Objectives which may include but is not limited to: ground and aerial photography and
retouch services, videography, multi-camera on-location set design, script
development, on-camera hosting/moderating services, editing, social media, and more.
Identify the optimum media mix, involving billboards, Connected TV, Radio and
Digital channels.
• Submit Strategic Plan within 30 days of Notice to Proceed or Task Order.
2. Advertisement Creation: After consultation with PhilaPort, produce approved
advertisements. This includes providing the Port of Philadelphia with drafts of all
photographs, videos and other graphic design assets as needed for approval, final
electronic delivery, and raw footage. Securing written all required approvals, including
but not limited to copyright, prior to placement.
3. Media placement: Purchase media placements as requested by PhilaPort through
issuance of a Task Order. Negotiate for best price, placement, and terms. Selected
Offeror must have the capacity to sign and accept paid media purchase orders on behalf
of PhilaPort.
4. Creative consultation and support: Including, where necessary, additional strategy
development, media research, script development, graphic design, and advertising
production.
Phase 2:
1. Monitoring campaign activity: Track agreed metrics and provide bi-weekly
performance reports to assigned Port team, including recommendations for revisions
and refinements, based on campaign performance;
2. Post-campaign reporting: Deliver a final post-campaign report, within 30 days after
campaign completion, including an analysis of placements and performance and
recommendations for future improvements.
