STATE OF TENNESSEE DEPARTMENT OF ECONOMIC AND COMMUNITY DEVELOPMENT MARKETING SERVICES
August 2, 2024
RFI Response Deadline 4:00PM August 16, 2024
1. STATEMENT OF PURPOSE:
The State of Tennessee, Department of Economic and Community Development issues this
Request for Information (“RFI”) for the purpose of collecting additional information regarding
potential marketing services to be procured and utilized by the State. We appreciate your input
and participation in this process.
2. BACKGROUND:
The State of Tennessee, Department of Economic and Community Development (TNECD) is
exploring whether to procure a vendor to assist with the agency’s new brand and identity
development, marketing strategy, media, advertising and marketing campaigns, new website
development, website maintenance, and video and photo asset creation and organization. Before
moving forward in the procurement process, TNECD is collecting additional information regarding
industry customs and standards regarding the performance of such services.
3. COMMUNICATIONS:
3.1. Please submit your response to this RFI to:
Brice Rochelle
Senior Associate Counsel
State of Tennessee, Department of Economic and Community Development
3.2. Please feel free to contact the Department of Economic and Community Development with
any questions regarding this RFI. The main point of contact will be:
Brice Rochelle
Senior Associate Counsel
State of Tennessee, Department of Economic and Community Development
SCOPE OF SERVICES:
A.1. The Contractor shall provide all goods or services and deliverables as required, described, and
detailed below and shall meet all service and delivery timelines as specified by this Contract.
A.2. Definitions and Acronyms. For purposes of this Contract, definitions and acronyms shall be as
follows and as set forth in the Contract:
a. Application Programming Interface (API) – A set of defined rules and protocols that
allows an interface to transmit data between software programs.
b. Content – Any textual, aural, or visual content published on the website and mobile
application, i.e., any creative element, for example, text, animation, images, data, audio,
and video.
c. Dashboard – An easy to read, real-time user-interface, showing a graphical presentation
of the status and historical trends of key performance metrics and data related
to a website and mobile app’s performance and marketing efforts that allows Users to
monitor and analyze the effectiveness of the website, mobile application, and marketing
strategies in real-time.
d. Engagement – Measurement of public shares, likes, and comments regarding the State’s
online marketing efforts.
e. Impressions – The consumption of any advertisement on any medium by public audience,
including but not limited to the following: television, terrestrial or internet radio, social
media, websites, and print publications.
f. Search Engine Optimization – Improving a website’s visibility in organic (non-paid)
search engine results.
g. Stakeholders – The key individuals and groups of individuals for which are impacted and
invested in the development of the website and mobile application, which shall include
the full range of necessary Department of Economic and Community Development
personnel, representatives from the State’s current contractors, and teams and
personnel from the State’s other departments.
h. Website and Content Management System (CMS) – A software content management
system (CMS) specifically designed for web content, which facilitates website authoring,
collaboration, and administration tools that help users with little knowledge of web
programming languages or mark-up languages to create and manage website content.
A.3. Originality of Work. All services provided by the Contractor shall be original in all respects. If any component of prior work is being utilized, that information shall be disclosed to TNECD and a
project rate decrease shall apply as appropriate and in TNECD’s sole discretion. TNECD must
approve in writing any use of prior work.
A.4. Brand Development Services.
a. The Contractor shall develop a new department-wide brand and relevant sub-brands that
can be used in the marketing of Tennessee’s business development, community and rural
development, innovation, and small business efforts. It is the State’s goal to build
awareness and promote Tennessee as a top tier destination for commerce and talent
among C-suite executives, site selection consultants, entrepreneurs, and small business
communities across the U.S. and around the globe. It is also imperative that the
Tennessee brand showcase its communities and demonstrate both business and quality
of life advantages. Brand development shall include, but not be limited to, the following:
1. Development of a TNECD identity and branding redesign with executable milestones
culminating in a comprehensive brand package. This shall include an initial
proposal with executable milestones for brand redesign and an assessment of
how to incorporate sub-brands related to other departments and programs that
fall under the TNECD umbrella.
2. Development of visual elements, messaging, and brand expression to include logos,
taglines, fonts, colors, and brand guidelines. Public input and the inclusion of
diverse stakeholders must be included in the development process to ensure that
the brand identity and design reflects the State as a whole. Research, data
analytics, and prospect profiles shall also be evaluated in brand identification.
3. Development of a style guide for graphics and templates for the necessities of day-today operations (e.g., letterheads, memos, presentations, report covers, and other
digital and print assets as needed).
4. Positioning or modification to the brand and adjustment or modification to the use of
the brand as needed to benefit the State’s marketing objectives.
b. The Contractor shall assist TNECD with additional Brand Development projects, as
agreed upon in writing by the Parties.
A.5. Website Development Services.
a. The Contractor will design and develop a new mobile-first website for TNECD
(TNECD.com) that is responsive to agency needs and specifications by enhancing all
existing TNECD digital property and all related TNECD programmatic sites. All website
development services performed by the Contractor shall be consistent with the
requirements and specifications detailed below.
1. The Contractor shall be responsible for the ongoing development and
maintenance of an integrated website and Content Management System (CMS)
and the provision of all hardware, software, and telecommunications required for
the development, deployment, hosting, operation, and administration of the
system. Any programming, coding, data, and related deliverables resulting from
the execution of this Contract shall be developed and provided by the Contractor
in such a manner that the State retains all rights to and ownership of said
services, products, and deliverables.
2. The Contractor shall develop and implement all website elements in alignment
with overall objectives of the TNECD marketing program and in partnership and
alignment with the State’s central information technology services bureau—the
Office of Strategic Technology Solutions (STS). Said website elements shall
include, but not be limited to, the following:
(i) Content, features, and functionality of the existing websites, mobile sites,
and any other created sites. The State may require additional
specifications relating to the theme, style, and/or navigation of TNECD
website(s) as needed.
(ii) Microsites based on particular areas of interest designed to drive users
to the State’s sites;
(iii) An enhanced video initiative;
(iv) Connected social media opportunities with the website(s);
(v) Continued development of the site(s) and subsections; and
(vi) Advertising space on the website(s) that is used by the State to generate
sales revenue. The Contractor shall develop the space provided utilizing
an expert- level knowledge of digital marketing and positioning for
potential advertisers.
3. The Contractor shall perform an initial assessment and evaluation of the current
TNECD website and provide a plan to TNECD detailing a recommended
development strategy to facilitate TNECD’s digital initiatives, including continued
development of the site and any subsequently created TNECD sites.
4. The Contractor shall also provide a secure graphical user interface on the
website, which shall provide TNECD with adequate access to the website that
allows TNECD to fulfill the following:
(i) Management of all website content, including, but not limited to,
management of all HTML page content;
(ii) Administration of efforts dedicated to digital marketing and advertising;
(ii) Management of digital event posting;
(iv) Utilization of information furnished by organizations, participants, or
partners through the use of a username/password database to enable
stakeholders to change, update, and/or refresh respective content while
also providing TNECD the ability to pre-approve any such change prior
to its posting on the Website(s);
(v) Management of a TNECD image library; and
(vi) Access to comprehensive website statistical analysis programs capable
of reporting site traffic (i.e., sessions, page views, visitors, etc.) and
information relating to pages, files, navigation, referrals, domains,
browsers, and other data as may be required by TNECD.
5. Following implementation, the Contractor shall ensure that System availability is
at 99.9% availability for any given period, excluding unavailability related to:
(i) Regularly scheduled downtime;
(ii) Any acts or omissions of anyone other than the Contractor, excluding the
Contractor’s employees, agents, or subcontractors; and
(iii) Loss of the State’s internet connectivity.
All scheduled downtime shall be approved in writing by the State in advance.
6. The Contractor shall maintain proficiency in and employ digital industry standard
tools, languages, applications, database management, and operating systems in
the development and support of TNECD websites, mobile sites, and any
additional site owned/controlled by TNECD.
7. The Contractor shall evaluate and implement, as appropriate, emerging
technologies and provide current, technical expertise as needed to maintain
state-of-the-art, digital marketing and advertising on sites owned or controlled by
TNECD.
8. The Contractor shall, no later than the fifteenth day of each month, provide
statistical and site-traffic reporting regarding the TNECD websites for the prior
month. Said report(s) shall capture the following minimum data elements: (i) total
number of unique visits; (ii) percentage changes over the same month in the prior
year; (iii) percentage changes over the previous month in the same year; (iv)
websites inquiries; (v) page views; (vi) average page views per visit; (vii) e-guide
views; (viii) print guide inquiries; (ix) average time on the site; (x) keywords; (xi)
traffic sources; (xii) ad-tracking reports; (xiii) keyword searches; and (xiv) any
other reports requested by TNECD in writing.
