STATE OF SOUTH DAKOTA Governor’s Office of Economic Development Marketing RFP: #23RFP8351
PROPOSALS ARE DUE NO LATER THAN 5 p.m. CST February 17, 2023
CAPABILITIES SOUGHT IN A MARKETING AGENCY
3.1 The Governor’s Office of Economic Development is seeking an “Agency of Record” for all branding, advertising, marketing, and public relations services for an upcoming national workforce campaign. The department is seeking Offerors with extensive professional marketing experience in the development and placement of various forms of marketing to strategically selected markets and audiences nationally. It is the expectation of the department that the successful Offeror develop innovative marketing campaigns, strategies and programs that will assist in increasing the state’s share of workforce recruitment, which will in turn aid in growing South Dakota’s economy.
3.2 The Offeror will be expected to display deep knowledge of workforce recruitment.
3.3 In addition to providing strategic advertising, marketing and public relations services, the Offeror’s capabilities must include some or all of the following creative production and media purchasing activities and experience. If these services do not currently exist inhouse, please indicate in your proposal how the capability will be added and service will be provided:
• Magazine – National and general interest titles
• Out of Home (OOH)
• Radio – Satellite, network, internet
• Direct mail – Local, regional and national strategies
• Online – All methods online, including banner and rich media placements, content placements, and search engine marketing (SEM)
• Public Relations
• Television – spot, cable/satellite, alternative
• Social media strategy, management and advertising buys
3.4 BRAND MANAGEMENT: Offeror shall possess a deep understanding and knowledge of the South Dakota brand as well as extensive experience with brand management and brand strategy. Offeror shall be adept at providing recommendations on integrating the brand into every aspect of the Governor’s Office of Economic Development’s marketing activities, from advertising and marketing, to publications, websites, e-marketing, social media, public relations, etc.
3.5 CREATIVE SERVICES: Offeror shall possess the ability to develop advertising concepts, themes and slogans; design advertising and publication layouts; produce television commercials; produce viral videos; develop stories that align with and support a larger creative campaign, from concept through storyboard, to final production; produce rich media and conversion-centric internet banners; copywriting for print advertisements and for radio and television commercials.
3.6 MEDIA RESEARCH, EVALUATION, PURCHASE, PLACEMENT SERVICES: Offeror shall possess the ability to provide the highest quality experience and skills in media strategy, including research and evaluation of all mediums (Television, Online, Video, Print, OOH, Social, etc.) and
3.7 RESEARCH AND REPORTING: Offeror shall possess the ability to provide market analysis information; market segmentation and psychographic analysis; pre-test advertising concepts and slogans in key markets. Offeror shall possess the ability to provide tracking and reporting of all campaign elements, as well as other aspects required to manage and measure results of a comprehensive and integrated marketing campaign. Offeror shall possess or have access to data intelligence and technology tools (data management platforms and demand side platforms) that will provide the South Dakota Governor’s Office of Economic Development with the ability to distribute personalized content to appropriate audiences across multiple channels. These platforms must integrate with many of the digital ad networks.
3.8 ACCOUNT/FISCAL MANAGEMENT/COST OF SERVICE: Offeror shall demonstrate the ability to provide account management regarding fiscal responsibility including, butnot limited to, budgeting/accounting, invoicing and timing, and implementation of best practices for a fee based compensation and pricing structure.
3.9 EXPERIENCE IN BUILDING PARTNERSHIPS: Offeror shall possess the ability to build appropriate partnerships with other organizations, companies, communities, Economic Development Organizations and businesses. This would include identifying potential corporate and non-traditional partners and assisting the Governor’s Office of Economic Development in preparing and presenting opportunities to these potential partners. The successful Offeror will also assist in brainstorming ways to potentially expand partnership co-op marketing opportunities for the South Dakota GOED, allowing our partners to buy into additional marketing opportunities offered by the department.
3.10 COMMUNICATION: The successful Offeror shall understand the importance of communication with the Governor’s Office of Economic Development. Offeror will be expected to be in frequent contact with the department. While most of the contact will be by phone and email, it is expected that the successful Offeror’s key account team members be available to come to the Governor’s Office of Economic Development offices, if necessary.
3.11 CONFLICT OF INTEREST: If successfully awarded a contract, and during the term of said contract, the Offeror shall not hold or acquire an account that is considered by the Department of Governor’s Office of Economic Development to be a competitive Organization without first seeking prior verbal and written approval from the Governor’s Office of Economic Development. The department retains the right to determine whether it considers an entity a competitor.
4.0 SCOPE OF WORK
The RFP scope is of advertising, marketing and public relations services sought by the South Dakota Governor’s Office of Economic Development, in efforts to increase awareness and attract workforce to the state of South Dakota.
It is important, that all Offerors recognize that an award of a contract under a particular component does not guarantee exclusivity to perform all of the tasks described under the component. The Governor’s Office of Economic Development reserves the right to assign tasks to any Offeror as they see fit. Some tasks listed below may also be kept as operational activities within the Governor’s Office of Economic Development.
4.1 WORKFORCE RECRUITMENT: TRADITIONAL MEDIA, BRAND MANAGEMENT, CREATIVE SERVICES AND COOPERATIVE MARKETING PARTNERSHIPS
The Offeror selected shall work collaboratively with the Governor’s Office of Economic Development and may be required to perform the following duties:
• Lead creative agency for the Governor’s Office of Economic Development.
• Brand management.
• Content creation for television, print, radio and out of home (OOH) efforts.
• Creative production for television (broadcast, cable satellite, alternative), print, radio and
OOH efforts. • Scheduling and planning of comprehensive media schedules for television, print, radio, direct mail, OOH, etc.
• Traditional media buying, including print, television, radio and OOH.
• Assist with developing comprehensive cooperative marketing programs (television, print, digital, email, direct mail and OOH).
• Consumer and market research – Conduct research that evaluates the profile and demographics of GOED’s market.
• Post campaign research – Conduct research into overall performance and effectiveness of marketing tactics and campaigns.
• The agency will be expected to participate in regular status conference calls on a date and time established by the Governor’s Office of Economic Development.
• The agency must have the financial capacity to contract and purchase media without advance payment by the Governor’s Office of Economic Development.
• The agency shall agree and understand that the South Dakota Governor’s Office of Economic Development shall have the right to approve or disapprove of any of the agency’s personnel assigned to the account. Furthermore, the agency must obtain the verbal and/or written approval of the department prior to replacement of any previously approved account team member. The agency shall agree and understand that the Governor’s office of Economic Development shall have the right to request replacement of any person assigned. Unless the situation regarding the agency’s assigned personnel requires immediate replacement, the agency shall be allowed at least fourteen calendar days after notification to replace the account team member.
4.2 WORKFORCE RECRUITMENT: SOCIAL MEDIA
The Offeror selected shall work collaboratively with the Governor’s Office of Economic Development and may be required to perform the following duties:
• Identify emerging technology and trends in social media to enhance and expand social media platforms by executing innovative, creative, strategic and engaging strategies and campaigns that are aligned with the department’s brand.
• Create social media content, monthly editorial calendars and creative unique to efforts for all channels.
• Plan, purchase, execute and report/monitor social media buys.
• Willingness and ability to incorporate pieces of traditional media and other marketing efforts into the department’s social media efforts.
• Provide social media analytic services and monthly reporting services.
• Social media management, monitoring and measurement/reporting will be required as to meet agreed upon objectives and goals.
• Brand management.
• On a monthly basis, the agency will be expected to submit a detailed spreadsheet that gives an update on the status of the budget.
• The agency must have the financial capacity to contract and purchase media without advance payment by the Governor’s Office of Economic Development.
4.3 WORKFORCE RECRUITMENT: DIGITAL MARKETING
The Offeror selected shall work collaboratively with the Governor’s Office of Economic Development and may be required to perform the following duties:
• Concept, write, create and place digital marketing materials.
• Media buying for digital marketing.
• Manage paid search buys on all of the major search engines. This includes management of the allotted pay-per-click budget. For search marketing, develop, execute and report on keyword-based PPC programs.
• Provide ongoing strategic planning, management, direction and implementation regarding all electronic/interactive digital marketing mediums (online banners, search engine marketing, video, contextual placements, etc.) to ensure this strategy integrates with traditional advertising efforts and the South Dakota brand.
• Research, identify and recommend emerging technology and trends in digital marketing with the ability to integrate through innovative, creative, strategic and engaging strategies and campaigns that are aligned with the department’s brand.
• Ability to provide detailed monthly reporting on the digital media efforts.
• Research effectiveness and ROI of digital marketing strategies.
• Research and recommend new interactive technologies strategies and services.
• Brand management.
• The agency must have the financial capacity to contract and purchase media without advance payment by the Governor’s Office of Economic Development.
Marketing Needs:
4.1.1 Advise and make recommendations to the Governor’s Office of Economic Development on matters pertaining to branding, advertising, and public relations
4.1.2 Create a compelling, yearly advertising campaign that increases public awareness of and support for the Governor’s Office of Economic Development, both for workforce development.
4.1.3 Work with the Governor’s Office of Economic Development in creating a new look and feel, conveying we are still open for business and a place of opportunity for living, working and doing business.
4.1.4 Conceive and help produce text, printed, audio, video, and digital materials
4.1.5 Media buying services for the purchase of time or space in media outlets for the placement of advertising including, but not limited to, pre-buy analysis, planning, negotiating best rates and placements, tracking and post-buy analysis.
4.1.7 Integrate content with search engine optimization and social media marketing, including geotargeting.
4.1.8 Integrate coop opportunities with our economic development organizations.
Media Types:
The Governor’s Office of Economic Development will make final determination as to where and which advertising mediums will be used after receiving recommendations from, and in consultation with the Offeror.
Deliverables include, but are not limited to:
4.4.1 Pre-recorded television advertising
4.4.2 Pre-recorded radio advertising
4.4.3 Print display advertising
4.4.4 Digital, banner, and other online display advertising
4.4.5 Print and electronic publications
4.4.6 Flyers, brochures and posters
4.4.7 Signage (banners, wraps, etc.)
4.4.8 Raw video, audio, or photos
In addition to showing how you will meet the requirements outlined above, Offeror should also provide information regarding the following:
• Research & Analytics: Provide an overview of how you determine success. What are the analytic tools or services that you use, and what type of information will you be reporting back to the Governor’s Office of Economic Development as it relates to meeting our objectives? Please define how your analytics can be converted into insights, and how the insights will help guide us in making decisions on how we market in the future.
• The agency may be expected to participate in regular status conference calls on a date and time established by the Governor’s Office of Economic Development.
• The agency may be expected to travel to Pierre, or Sioux Falls, South Dakota upon the request of the Governor’s Office of Economic Development for in-person meetings (at the agency’s expense).
5.0 EXPERTISE:
Please address what you consider to be your agency’s strongest area/areas of expertise.
