Washington Convention and Sports Authority Issues Marketing RFP
Events DC seeks a qualified agency to provide full-scale marketing services which include planning, developing and implementing strategies to promote and enhance the “Events DC” brand identity. Events DC intends to increase awareness of the Events DC brand, its venues and projects. Events DC seeks to expand bookings across all venues, drive ticket sales for targeted Events DC-produced events, and position the brand as a leader across its three lines of business. The Contractor will provide services related to advertising, public relations, graphic design, and development of a comprehensive marketing plan and campaign to generate sales leads. The Contractor will develop a measurement tool to assure real-time effectiveness of the various digital components of marketing campaign.
The Washington Convention and Sports Authority is an independent authority of the District of Columbia Government (“District”) and operates as a corporate body with a legal existence separate from the District. The Authority trades as “Events DC” and is governed by a twelve-member Board of Directors appointed in accordance with D.C. Official Code § 10-1202.05. Its day-to-day operations are managed by its President/Chief Executive Officer. Events DC has the responsibility to, among other things, promote, develop and maintain the District as a location for conventions, trade shows, meetings, concerts, sporting and entertainment events, and other special events. In that regard, it owns, manages and/or operates the Walter E. Washington Convention Center, Carnegie Library at Mount Vernon Square, Robert F. Kennedy (RFK) Memorial Stadium and the surrounding Festival Grounds, the Skate Park at RFK, the non-military portions of the D.C. Armory, Gateway DC, Nationals Ballpark, the R.I.S.E. Demonstration Center, and the new Entertainment and Sports Arena (hereinafter referred to together as the “Venues”).
Scope of Work:
The Contractor(s) shall develop and implement a multi-faceted strategic and innovative marketing plan (the “Marketing Plan”) to promote the “Events DC” brand identity and generate sales leads for Events DC’s Venues. The Contractor shall provide strategic counsel, creative direction, project timeline management and tactical media planning. The services to be performed include:
(a) Collateral development and messaging, including sales promotions and campaigns, to promote Events DC services and Venues;
(b) Development, coordination, and outreach to potential clients around specific high-profile events and programs identified by Events DC;
(c) Social and new media (such as augmented reality, virtual reality, e-gaming and advance website technology) outreach to promote the activities of Events DC;
(d) Securing profiles and interviews with general market and industry publications;
(e) General outreach and marketing campaign support;
(f) Implementation of the overall Marketing Plan via ad placements and direct mailings as directed;
(g) Promotion of Events DC’s events and initiatives to interested stakeholders via earned and new media;
(h) Design, production, and distribution of collateral materials, including revising them as necessary, consistent with the Events DC brand guidelines;
(i) Attending in person Kick-Off Meeting as well as strategy meetings with key members of Events DC staff; and
(j) Purchasing advertising on behalf of Events DC. Advertising purchases may also include ad hoc media buys on social media and search engines.
Washington Convention and Sports Authority
Office of Contracting and Procurement, West Mezzanine Front Desk
801 Mount Vernon Place, NW
Washington, DC 20001
Attn: Pamela Dickerson
Agencies with relevant experience include Finn Partners and Ruder Finn.