The Texas General Land Office (GLO), on behalf of the Texas
Veterans Land Board (VLB), is requesting proposals from qualified vendors for
marketing, advertising, and media buying services. The VLB’s mission is to
provide efficient and quality programs and services to all Texas veterans,
their families, and industry associates by incorporating sound business
practices, advanced technologies, and cutting-edge innovations to ensure that
the VLB offers the best package of veterans’ benefits in the nation. In order
to provide these benefits, the VLB’s marketing efforts must reach as many
veterans as possible. The GLO is requesting that Respondents submit proposals
that address the Respondents’ ability to provide all the following services:
branding; production; planning; buying; and placement of broadcast, digital, print
and out-of-home advertising. Respondents should describe their experience and
ability to implement and measure the impact of implemented advertising.
The goals of the VLB’s marketing/communications efforts are
to increase the number of VLB land loans, meet the demand for VLB housing
loans, meet the demand for Texas State Veterans Home and Cemetery program
benefits, and increase awareness of the VLB among active military and veterans
The oldest state agency in Texas, the GLO was formed to
determine who owned what and where after the Texans and Tejanos won
independence. Today the General Land Office manages state lands, operates the
Alamo, helps Texans recovering from natural disasters, helps fund Texas public
education through the Permanent School Fund, provides benefits to Texas
Veterans, and manages the vast Texas coast.
Scope of Work:
The Provider will develop an appropriate media buying plan
that supports the creative components for advertising that will be produced
in-house by the GLO/VLB. Provider will then develop an annual flowchart of
activity by month for each market and shall report on the number of impressions
generated for each medium. Provider will purchase and track advertisements on
behalf of the VLB. All proposed media schedules will be reviewed and approved
by the VLB before they are implemented. The GLO/VLB reserves the right to alter
media plans as required to meet the needs of the VLB’s marketing goals.
Provider will use the most current demographics and ratings data available to
determine media purchases. The GLO/VLB will approve all media buys before
Provider completes the purchase.
The Provider shall negotiate and subcontract with
advertising media and others at the most advantageous rates available in the
commercial advertising market. Additional emphasis should be placed on
obtaining added value elements to any media buy including additional
space/time, online components and promotions programs. The Provider shall
monitor displays, broadcasts and other advertising media used to ensure proper
appearance, ad position, mechanical production and related factors.
The Provider shall implement the VLB’s email marketing
efforts using existing online marketing tools and services. Provider shall
ensure consistency and integrity of all email lists. Provider shall provide
detailed reports on the success of campaigns and provide recommendations on
future campaigns. Provider will track the effectiveness of advertising and
marketing campaigns, including return on investment when possible.
Provider shall maintain internal procedures which ensure
budget control, prompt billing, and quality control, including, but not limited
to, auditing invoices. Provider shall deliver monthly budget spreadsheets
detailing all billings. Provider must include original media invoices from
media outlets and all other documents or information the GLO/VLB requests as
supporting invoice documentation. The GLO/VLB project manager will verify that
all deliverables are met prior to invoice acceptance and payment. The selected
Respondent shall be required to enter into a non-disclosure agreement
substantially in the form of Attachment E of the Sample Contract.
Provider must meet the following non-exclusive list of
requirements in the provision of services to the GLO/VLB:
a) Provider will develop a strategy to create demand for the
VLB veterans programs described herein among military members and veterans
within the State of Texas, with a concentration in major markets. The primary
audience will consist of military veterans, military members, and active
reserve members seeking land loans, age 35-54. The secondary audience will
consist of military veterans and active military members seeking land loans,
b) The initial run dates shall be from November 15, 2019 (or
upon contract execution, whichever occurs last) through August 31, 2020.
Thereafter, run dates will coincide with the State’s fiscal year, beginning on
September 1 and ending on August 31.
c) Provider’s digital and email strategies must include the
metrics which will be used to determine success.
2.2.1 Media Planning
Provider shall develop and deliver a media plan to identify
markets, advertising medium, media weight, budget, flight dates, CPP, reach,
and frequency guarantees.
2.2.2 Media Bundling
Provider shall submit proposals showing each medium’s costs
both as purchased separately and as bundled with other mediums.
2.2.3 Media Buying
Provider shall provide rating analysis by program and by
individual market, including but not limited to new media and traditional
marketing platforms. Provider will work with media outlets to handle spot rate
negotiations with each station or digital platform subject to VLB review and
approval. Provider must provide estimates, either by individual market or for
the buy as a whole, showing the estimated number of military and veterans, ages
35-54 and 25-34, that would be reached by the advertising placed on VLB’s
behalf. This should be shown as CPP or CPC. Other efficiency estimates may be acceptable,
if the Respondent provides documentation that the GLO determines adequately
supports the reasoning behind the estimates.
2.2.4 Media Reconciliation
Provider will be responsible for all activities after buys
are completed. These include working with and assisting VLB in the trafficking
of spot dubs to each station, monitoring the buys on a daily basis throughout
the on-air schedule, collection and thorough examination of affidavits,
supervision and coordination of the issuance of any make good spots and/or
credits for any spot discrepancies, and delivery of a full spot/dollar
accounting of the buy to VLB within four weeks after the last spot in the campaign
has aired. Provider must submit reach and frequency estimates to VLB.