Proposal Opening Date: June 21, 2024
Direct all inquiries concerning this RFP to:
Sally Duncan
Procurement Specialist III
Email: sally.duncan@ncagr.gov
Phone: 919-707-3128
1.0 PURPOSE AND BACKGROUND
The North Carolina Department of Agriculture and Consumer Services (NCDACS), NC State Fair (NCSF) Division, is
seeking proposals from qualified advertising agencies to develop a comprehensive media program for the 2024 N.C.
State Fair. The scope of services includes:
• Development of an advertising plan.
• Placement of advertisements in media (television, radio, print, digital and out of home).
• Distribution of advertisements to media companies.
The annual N.C. State Fair occurs in October and is one of the largest 11-day fairs in North America. It draws more
than 950,000 patrons annually. The Fair boasts a variety of entertainment for all ages including:
• Innovative food.
• Carnival rides.
• Agriculture and livestock exhibits and competitions.
• Horse shows.
• Free grounds entertainment.
• Crafts.
• History and other special exhibits.
Media placement for the 2023 N.C. State Fair was distributed as follows:
• Digital: 60%
• Traditional: 30%
• Experiential: 10%
Proposals shall be submitted in accordance with the terms and conditions of this RFP and any addenda issued hereto.
The State intends to award an agency specific contract in the total amount of $445,000.00
5.0 SPECIFICATIONS AND SCOPE OF WORK
The goal of this RFP is to select a qualified Vendor with proven experience in media buying, marketing and advertising to serve as the N.C. State Fair’s “agency of record” to develop and execute as needed an integrated, multi-faceted marketing campaign promoting the annual N.C. State Fair each October.
It is anticipated that the bulk of the work that falls under this contract will be related to media buying. The chosen Vendor must be able to execute a media buy that targets specific audiences as determined by NCDA&CS. The Vendor should have a strong understanding of North Carolina’s demographics and media markets and experience in large-scale event industry communications and ticket sales.
5.1 GENERAL
The successful Vendor shall plan, coordinate and execute specific portions of the N.C. State Fair advertising campaign. The Vendor will work and interact with N.C. State Fair staff, partner organizations and other Vendors to provide full integration of advertising plans.
The Vendor should always strive to ensure the most effective use of limited resources, particularly in regard to paid media, which will encompass a significant amount of the selected Vendor’s work. The Vendor is responsible for acquiring desirable time slots and media space for N.C. State Fair campaigns. Using market research information, such as demographics, media usage, ratings, click-through, impression and engagement rates, the Vendor must choose the best possible venue or medium for an advertising
campaign as well as the most cost-effective. This will require the Vendor to keep abreast of industry figures, including distribution, reach and audience figures.
The Vendor must have established good relationships with advertising sales agents in North Carolina media markets to obtain the best prices and value for advertisement placements, campaigns, or even media bundles. They should continue to develop those relationships with media companies and forge new ones to continue to provide the N.C. State Fair with the best advertising opportunities.
The Vendor must also monitor the purchased media to make sure the advertisements appear as planned, as make-good offers are not acceptable if they occur after the dates of the annual N.C. State Fair.
The Vendor may be asked to attend in-person meetings on site in Raleigh, N.C.
5.2 TASKS/DELIVERABLES
The qualified Vendor must be able to provide the following as needed and directed by NCDA&CS.
Development of Marketing and Advertising Plans Including Research and Focus Group Testing
• Provide market research, marketing concepts, focus group testing (if needed), current and future user demographic information, and user language preference data to help prepare a plan.
• Collect, analyze and interpret research data for selected target audiences, including but not necessarily limited to:
demographic, socioeconomic, psychographic and lifestyle information. Analysis of target audience data should facilitate
• The Vendor must have a demonstrated capacity for the execution of research methods such as (but not necessarily limited to) surveys, focus groups, intercept interviews, etc. if needed.
• Present plans and obtain approvals for plans from Contact Administrator and/or her designee.
Creative Task Flow and Distribution
• NCDA&CS has an in-house team of talented graphic designers who will provide all creativity for the marketing campaign.
Vendor shall work with the Contract Administrator to provide all graphic needs of the campaign in a timely manner for production.
• Develop and present plans for a fully integrated marketing campaign, with tactics including but not limited to: printed materials, videos, TV and/or radio, digital display, paid social media content, transit and out-of-home.
• The Contract Administrator and/or her designee must approve all creative work done by the Vendor or subcontractors that is not completed by the in-house NCDA&CS team.
• Vendor will meet all deadlines for distribution of content under its responsibility.
Media Buying
• Analyze and recommend specific paid marketing mediums that most effectively communicate the message to the designated audience.
• Research media channels and placement opportunities, including media usage, ratings and the strength of each media channel, and make recommendations for placements that:
o fall within budget constraints.
o are primarily targeted at residents of Nor th Carolina that fall within the designated demographic and geographic audience of a campaign; and
o would be timed well to reach the target audience.
• In developing media buying plans, ensure the most effective use of limited resources. Aim to reach the highest number of people within the assigned budget, always seeking to ensure the N.C. State Fair receives the greatest value possible for its spending and is a good steward of its resources.
• Work with media sales representatives employed by newspapers, magazines, cable services, digital and social media companies, and radio and television stations. Negotiate contracts with various media outlets. Negotiate all rates, special placement and added value by medium for each campaign. Document all negotiations.
• Present and gain approval for media plans from the Contract Administrator and/or her designee.
• Produce a work schedule that indicates dates for the milestone delivery as well as expectations for client approvals of plans.
• Maintain all media buys and be responsible for the post-buy results of all buys.
• Follow the Department’s purchasing process to ensure invoices are properly submitted and media companies and their representatives are paid on time.
• Monitor placement on behalf of the N.C. State Fair to ensure advertisements appear as planned and the completion of all paid and unpaid media schedules. Credit or bill clients as necessary to settle accounts.
• Track and report on success/impact of campaigns using industry standard evaluation metrics.
Analyze and recommend specific paid marketing mediums that most effectively communicate the message to the designated audience.
• Research media channels and placement opportunities, including media usage, ratings and the strength of each media channel, and make recommendations for placements that:
o fall within budget constraints.
o are primarily targeted at residents of North Carolina that fall within the designated demographic and geographic audience of a campaign; and
o would be timed well to reach the target audience.
• In developing media buying plans, ensure the most effective use of limited resources. Aim to reach the highest number
of people within the assigned budget, always seeking to ensure the N.C. State Fair receives the greatest value possible for its spending and is a good steward of its resources.
• Work with media sales representatives employed by newspapers, magazines, cable services, digital and social media
companies, and radio and television stations. Negotiate contracts with various media outlets. Negotiate all rates, special
placement and added value by medium for each campaign. Document all negotiations.
• Present and gain approval for media plans from the Contract Administrator and/or her designee.
• Produce a work schedule that indicates dates for the milestone delivery as well as expectations for client approvals of plans.
• Maintain all media buys and be responsible for the post-buy results of all buys.
• Follow the Department’s purchasing process to ensure invoices are properly submitted and media companies and their representatives are paid on time.
• Monitor placement on behalf of the N.C. State Fair to ensure advertisements appear as planned and the completion of all paid and unpaid media schedules. Credit or bill clients as necessary to settle accounts.
• Track and report on success/impact of campaigns using industry standard evaluation metrics.