ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
Request for Proposals
ADVERTISING FOR ALASKA’S TOURISM MARKETING PROGRAM
Page 1
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
Table of Contents
SECTION 1:
INTRODUCTION & BACKGROUND....................................................................................... 4
SECTION 2:
SCHEDULE ........................................................................................................................... 5
SECTION 3:
SCOPE OF WORK ................................................................................................................. 6
Purpose: .............................................................................................................................. 6
Overview ............................................................................................................................. 6
Resources ............................................................................................................................ 7
Component 1: Creative, Advertising & Brand Identity ....................................................... 7
Component 2: Collateral Development .............................................................................. 8
SECTION 4:
PROJECT SPECIFICATIONS AND TERMS............................................................................... 9
Minimum qualifications ...................................................................................................... 9
Contract term...................................................................................................................... 9
Contractor’s compensation ................................................................................................ 9
Conflict of interest and restrictions .................................................................................... 9
Ownership of documents /intellectual property rights .................................................... 10
Insurance........................................................................................................................... 10
Communication................................................................................................................. 10
Request for Proposals (RFP) qualifications ....................................................................... 10
SECTION 5:
PROPOSAL CONTENTS....................................................................................................... 11
SECTION 6:
PROPOSAL EVALUATION & INTERVIEW DETAILS .............................................................. 12
SECTION 7:
CONTACT INFORMATION.................................................................................................. 12
Page 2
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
Page 3
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
SECTION 1: INTRODUCTION & BACKGROUND
The Alaska Travel Industry Association (ATIA) is the leading non-profit, member-based trade association
for the travel industry in Alaska. With over 700 tourism business members and partners, ATIA is the
leading industry organization promoting Alaska as a top visitor destination, communicating and
promoting the Alaskan tourism industry as one of the state’s major economic forces, and the respected
voice of the industry for the growth of the industry, while remaining attentive to care for the
environment, recognition of cultures and Alaska’s unique quality of life.
ATIA is governed by a member-elected Board of Directors. The ATIA Board guides the Association’s
priorities as the state’s leading nonprofit membership association for the Alaska travel industry. The
Board of Directors approves ATIA’s annual budget and acts on issues important to tourism businesses
and partners.
ATIA holds Board elections annually. The ATIA Board is made up of members representing small and
large tourism businesses and different sectors of the travel industry. The ATIA Board is also comprised
of regional representatives, including elected directors from the Far North, Interior, Southwest,
Southcentral, and Southeast regions of the state. Directors also are elected to At-Large (statewide) and
Outside seats. Additional information on our organization can be viewed on our website at
www.alaskatia.org.
In 2014, ATIA advocated for the creation of the Alaska Tourism Marketing Board (ATMB). Senate Bill (SB)
194 passed the Alaska State House and Senate unanimously, creating the ATMB. The Alaska Tourism
Marketing Board (ATMB), a board within the Governor’s Boards and Commissions office, advises ATIA
and the Department of Commerce, Community, and Economic Development (DCCED) on Alaska’s
destination marketing program.
In 2016, with the Governor’s support, the management and implementation of Alaska’s tourism
marketing program was transitioned to industry through ATIA. ATIA receives funding from a State of
Alaska grant and implements an annual tourism marketing program. The program has included
television and magazine advertising, direct mail campaigns with lead generation, digital advertising,
social media, public and media relation strategies, and domestic and international travel trade outreach.
Over the last 2-3 years, Alaska’s tourism marketing program funding, through allocations from
government, has dramatically decreased from previous years’ funding. In past years, Alaska has seen
healthy tourism marketing budgets in the $10 to $16 million range. In this past fiscal year, ATIA has
managed and implemented a tourism marketing program with a $1.5 million budget.
ATIA, in partnership with the ATMB, is currently working with elected leaders on developing a
sustainable funding plan for statewide tourism marketing that is less reliant on operating dollars from
the state. ATIA is exploring a tourism improvement district model to raise a mix of current and new
revenue, through an industry self- assessment, to fund and manage a statewide tourism marketing.
In fall 2016, the ATMB members and ATIA leaders met for a strategic planning session to identify goals
and strategies for Alaska’s destination marketing program moving forward.
Page 4
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
ATIA is seeking highly skilled and experienced marketing, public relations, destination market research
and advertising teams to work in concert with the ATIA team to develop and implement multi-media,
marketing strategies to keep Alaska top of mind of domestic and international target audiences.
The projected total budget and project descriptions are detailed further in this Request for Proposal
(RFP). While the outcome of ATIA’s legislative efforts will be critical to determine the annual level of
funding for destination marketing for Alaska, it is the intent of ATIA to fund the entirety of the project;
however, actual dollar amounts and strategies or projects will be determined by funding levels. ATIA
may award any and all proposals in whole or in part, if in its discretion, it is in the best interests of the
tourism marketing program and the tourism industry.
Furthermore, the awarded contracts could possibly be renewed annually up to four times for a total
five-year contact, pending evaluation of annual performance measures and dependent on tourism
marketing funding.
SECTION 2: SCHEDULE
DATE
EVENT
April 12
ATMB REVIEW COMMITTEE MEETS
April 13
RELEASE OF REQUEST FOR PROPOSAL
April 20
RFP QUESTIONS DEADLINE
May 12
PROPOSAL SUBMISSION DEADLINE
PROPOSALS (OVER $100,000) REVIEWED BY BOARD
APPOINTED COMMITTEE, INCLUDING ATIA PRESIDENT & CEO
FINALIST PROPOSALS NOTIFIED FOR POTENTIAL INTERVIEW WITH
APPOINTED COMMITTEE
June 15
FINAL AWARDS ANNOUNCED
July 1
PROPOSED CONTRACT START DATE
Page 5
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
SECTION 3: SCOPE OF WORK
Purpose:
To develop a destination marketing advertising campaign, placing Alaska as a top destination of choice
among Alaska’s target audiences.
Overview
The Alaska tourism marketing program is a research-based, multi-pronged program with the goals of
generating interest and awareness in Alaska as a travel destination and increasing year-round visitation
to Alaska. The target audience has been baby boomers (ages 45-65), college-educated, no children at
home with an annual household income over $100,000.
ATIA’s marketing efforts for components 1-2 will be multifaceted and coordinated. It is understood
there may be overlap among tasks within each component and other marketing activities not covered in
the scope of this RFP. The award of the contract for a particular component does not guarantee the
contractor exclusivity to perform the tasks under that component. Contractors may be required to work
in tandem with other contractors.
ATIA may award one or more contracts to companies that will execute marketing initiatives within the
two components listed below. The purpose of dividing the work into two components is to provide ATIA
greater access to the most creative, innovative and entrepreneurial proposers. Companies may submit
proposals on one component or both components. Companies that include both components in the
proposal should address efficiencies of scale.
Component 1: Creative, Advertising & Brand Identity
Component 2: Collateral Development
Each component should utilize existing third-party research and address the goals of increasing interest
in Alaska as a visitor destination, strengthening brand identity and top of mind awareness, generating
high-quality leads and requests for trip-planning information and providing monitoring and reporting
mechanisms to measure effectiveness and efficiency. Proposers should identify how they will
incorporate all regions of Alaska and position Alaska as a year-round destination. As appropriate,
proposals should also include ideas for cooperative marketing programs for Alaska tourism businesses to
participate. These programs are ways for the industry to partner with the tourism marketing program,
ideally in a self-funded manner. Each proposal shall include account management, including monthly
reporting, program analysis, budget tracking and participation in industry marketing meetings.
This RFP does NOT include the following:
• Media relations
• Digital advertising
• Social media
An authorized representative from the contracting agency must be available for the project meetings
throughout the life of the contract. Project meetings include ATMB / ATIA and appropriate committee
and sub-committee meetings.
Page 6
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
All campaign strategies, advertising concepts, budgets, talent, ad copy and scripts, any materials
associated with the campaign must be submitted and approved by ATIA’s Vice President or associated
committee/sub-committee.
Resources
• FY17 Marketing Plan:
http://www.alaskatia.org/marketing/FY17%20marketing%20plan%201%205%20mill.pdf
•
ATMB 3 Year Strategic Plan
http://www.alaskatia.org/marketing/4-%20ATMB%2020182020%20Strategic%20Plan%20Schematic.pdf
•
Tourism Research:
www.commerce.alaska.gov/web/ded/DEV/TourismDevelopment/TourismResearch.aspx
•
Cooperative Marketing Programs:
www.alaskatia.org/marketing/Alaska-co-op-marketing-programs
Component 1: Creative, Advertising & Brand Identity
•
Develop and implement a national media campaign which may include print, broadcast and/or
outdoor advertising. The contractor shall develop the yearly advertising strategy with goals
(except digital and media relations which are included in separate RFPs), conduct media
research and analysis, negotiate cost-efficient media buys and produce the creative for the
advertising plan. Creative should promote the brand-identity of Alaska with the goal of either
generating awareness or direct response.
•
Contractor is also responsible for securing film and photography rights for use by the Alaska
tourism marketing program. This includes negotiating with photographers, setting up photo
shoots and shot lists and editing photographs and film.
•
Contractor would be responsible for ensuring all advertising reflects the Alaska brand. However,
should it be required, contractor must be capable of proposing new brand identity, standards
and positioning.
•
Deliverables include a comprehensive advertising plan inclusive of concepts and strategy, brand
identity and positioning, market segmentation, data, analysis of information, creative design,
market development and testing, graphic standards, media plans, evaluations, negotiations,
placement of ads, account management and all supporting documentation for all services.
•
For this RFP, prepare an annual advertising plan with the above elements assuming a budget of
$4 million. Show how the program can be scalable at lower budget levels. Proposal should
include up to three examples of previous ad creatives, and address how a direct response
campaign would produce quality reach and responses through efficient means.
Page 7
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
Component 2: Collateral Development
•
Up until 2017, Alaska has produced a vacation planner which includes editorial and business
advertisements. Historically, there were approximately 500 advertisers with ad sizes ranging
from a two-line business listing to a full-page, four color display ad. The vacation planner had
been about 100 pages and had a distribution of 450,000. Due to budget constraints, no vacation
planner was produced in 2017. ATIA would like a new fulfillment piece developed for
distribution that may or may not be comparable to the previous vacation planner.
•
ATIA is seeking proposals for a new collateral piece to distribute to leads generated through the
advertising campaign. Proposal should include conceptual design, layout, production and
shipment to fulfillment house. The collateral should address overcoming travel barriers to
Alaska and provide useful trip-planning information. Proposals should include pages, size and
advertising types. Contractor will have access to existing photo assets. Work done under the
scope of this component would not require contractor to purchase photography or organize a
photo shoot. The advertisements are sold by ATIA but the contractor is responsible for including
them in the publication. Assume production of 100,000 pieces. Although the contractor will not
be responsible for paying for printing or fulfillment, the piece will need to be developed so the
advertising revenue will cover the costs of production, printing and postage.
•
Other collateral materials may include flyers, posters, displays, and travel trade promotional
items.
•
Deliverables include design, layout, editorial content, ad placements, printing and shipping of
collateral piece to warehouse for distribution.
•
Proposal should include up to three examples of collateral pieces designed by the proposer.
Page 8
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
SECTION 4: PROJECT SPECIFICATIONS AND TERMS
Minimum qualifications
All proposers score at least 75 points to be considered qualified.
Contract term
This term of this contract begins on July 1, 2017 and ends on June 30, 2018. The contract may be
renewed annually up to four times for a total multi-year contract of five years.
Contractor’s compensation
Compensation to the Contractor shall be based on the following items listed below.
•
Direct Expenses
Reimbursement by the issuing agency of direct expenses, as identified in the Contractor’s
proposal, and actually incurred by the Contractor in performance of the contract. There shall be
no markup or increase to direct expenses and any discounts received by the Contractor shall be
passed on to the issuing agency.
•
Travel Expenses
Travel expenses are considered direct expenses for purposes of the proposed contract and shall
be reimbursed at cost with no mark-up or increase.
•
Services Fees
Payment by the issuing agency for time spent by the Contractor in performance of the Contract.
This includes but is not limited to daily and hourly fees and/or rates for individuals as identified
in the contractor’s proposal. ATIA will accept a service fee or hourly billed documentation
method.
•
Other Fees and/or Rates
Payment by the issuing agency for other services based on specific fees and/or rates identified
in the contractor’s proposal.
•
Indirect Expenses
Indirect expenses, indirect rates, and/or a markup of direct expenses are not allowable or
reimbursable under the proposed contract. Indirect expenses vary, depending on the nature of
the proposed contract. Some typical examples of indirect expenses are payroll and travel for
administrative personnel, office space, equipment, local telephone, and insurance.
Conflict of interest and restrictions
If any proposer, proposer’s employee, joint venture, subcontractor, or any individual working on the
proposed contract may have a possible conflict of interest that may affect the objectivity, analysis,
and/or performance of the contract it shall be declared in writing and submitted to ATIA with
description of how that conflict would be managed. Included but not limited to competing tourism
destinations or Alaskan tourism business destinations and organizations.
Page 9
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
Ownership of documents /intellectual property rights
All designs, drawings, specifications, notes, databases, research, raw data, artwork and all other work
product, including but not limited to feature copy, photography, footage, developed in the performance
of the proposed agreement are produced for hire, remain the sole property of ATIA, may not be
copyrighted by the Contractor, and may be used by ATIA for any purpose without additional
compensation to the contractor. The Contractor will agree not to assert any rights and not to establish
any claim under the design patent or copyright laws. The Contractor will agree, for a period of three
years after final payment under any contract signed with ATIA, to furnish and provide access to all
retained materials at the request of ATIA.
Insurance
During the course of this agreement, the Contractor shall, at its sole expense, procure and maintain
insurance with mutually acceptable companies as noted below:
•
•
•
•
Comprehensive General Liability Insurance with limits no less than $1,000,000 per occurrence
and $2,000,000 in the annual aggregate;
Commercial Auto Insurance covering all owner, non-owned and/or hired autos with limits no
less than $1,000,000 per accident;
Workers’ Compensation Insurance with Statutory limits and Employer’s Liability limits no less
than $100,000 per accident, $100,000 per employee in the event of disease, and $500,000
policy aggregate in the event of disease, and;
Professional Liability (if applicable) with limits no less than $1,000,000.
Communication
The ATIA project manager will direct all project/campaign activities and communications.
Request for Proposals (RFP) qualifications
ATIA reserves the right to accept any proposal submitted for consideration. ATIA reserves the right to
reject any and all proposals in whole or in part, to award in part, to waive technical defects,
irregularities, and omissions, if in its discretion, the best interests of ATIA would be served. A proposal
must be valid for a period of sixty (60) days from the deadline for submission of proposals. ATIA reserves
the right to amend or cancel this RFP. ATIA reserves the right to correct inaccurate awards resulting
from its clerical errors. ATIA is not responsible for any costs incurred by any party in responding to this
RFP. ATIA reserves the right to contract with more than one proposer in association with this project.
Anything included in the proposal may become part of the final contract.
Page 10
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
SECTION 5: PROPOSAL CONTENTS
All proposals must follow the format outlined below, and all of the requested information must be
supplied digital and received at the ATIA office at 610 E. 5th Avenue, Suite 200, Anchorage, AK 99501 by
5:00pm AST on May 12, 2017. Incomplete proposals or proposals arriving after the deadline will be
automatically disqualified from consideration.
a) Cover letter: Include the name and contact information of the person authorized to commit the
agency to the terms specified in the proposal and clearly identify the specific components being
included in the proposal. (5 points)
b) Summary of qualifications: Describe agency’s or organizations’ relevant experience, including
past projects, number of years in business, understanding of Alaska’s visitor industry and/or
destination marketing, multi-language experience and/or multi-cultural communication, etc. (10
points)
c) Project Staff: Briefly identify project manager, key staff and contractors, if applicable, their
relevant experience, that will assist with the project/campaign. (10 points)
d) Description of your approach: Describe how your company understands the scope and how it
would successfully develop this campaign. Discuss the methodology and measurements your
company would use. Address how your organization would produce quality products and
materials, be flexible and accessible to the campaign’s needs, and any unique qualities of your
organization. (45 points)
e) Include a detailed budget description of costs. (25 points)
f) References: Provide three client references with current contact information and the name of
the appropriate contact person. You reference should represent a past client for which your
agency has produced a comprehensive advertising campaign / project. (5 points)
Page 11
ALASKA’S TOURISM MARKETING PROGRAM – Advertising RFP
SECTION 6: PROPOSAL EVALUATION & INTERVIEW DETAILS
As per ATIA’s Board of Directors approved purchasing policy, project proposals with budgets over
$100,000 will be reviewed by the appropriate board appointed committee (whether a committee of
ATIA or the Alaska Tourism Marketing Board) and including the ATIA President & CEO and appropriate
staff.
ATIA reserves the right to reject any and all proposals if they are determined not to have met the RFP or
proposal requirements and/or based on funding availability.
The designated board and/or committee will select and give final approval of the winning proposal or
vendor by majority vote of the committee present. Preference may be given to proposers with an Alaska
business license.
Under the description of each of the elements to the written proposal, a point value has been assessed.
ATIA is looking for, among other topics:
Accuracy, creativity, technical ability, accessibility, topic area of knowledge, fiscal responsibility, an
understanding of Alaska’s diverse visitor industry, and budget management.
SECTION 7: CONTACT INFORMATION
Any information required or to ask questions regarding this RFP, should be addressed and/or delivered
to in writing to: Sioux-z Marshall, Chief Finance Officer. Questions may be submitted through April 20,
2017. Questions and answers will be posted on http://www.alaskatia.org/marketing/Advertising_RFP.
Alaska Travel Industry Association
Attn: Sioux-z Marshall
610 E 5th Ave, Ste 200
Anchorage, AK 99501
Phone: (907) 646- 3313
Email: [email protected]
Page 12