Requests For Proposals

Post Date: February 24, 2023

This is a truncated version of the RFP. You can view the entire RFP here. 

Purpose

本征求建议书的目的是寻求并留住合格的, innovative agency to provide creative support, media strategy, planning, management and buying services.

Project Overview

In 2022, 贝博体彩app旅游公司认为有必要发起一场影响广泛的品牌宣传活动，以加速该市的复苏，并抵消在疫情最严重期间特别普遍的负面媒体信息. 贝博体彩app旅游公司已经开发出了一个被批准的活动概念，并且最近获得了加州旅游局数百万美元的EDA补助金和贝博体彩app劳动力发展办公室的经济发展补助金. These services will support the launch of a $4.2023年7MM国内高影响力品牌活动，带动贝博体彩app游客. The project must be billed in full by December 31, 2023. 一旦被选中，该机构必须准备立即开始与贝博体彩app旅游公司合作.

本项目由加州旅游局根据1965年《贝博体彩app》第703条和第209条提供的联邦资助奖07-79-07802提供资助, as amended, 42 U.S.C.  §§ 3149 and 3233.  As a result, 所有获得合同的供应商必须愿意遵守联邦法律和法规的所有规定, including without limitation 2 CFR §§200.326 and 200.327.

In accordance with 2 CFR 170.200 (Federal awarding agency reporting requirements), 联邦奖励机构必须公开报告等于或超过小额购买门槛(10美元)的联邦奖励,000)，并在面向公众的网页上公布所需资料, OMB-designated, 政府网站，并遵循OMB的指导，以支持透明度法案的实施.

贝博体彩app旅游协会特此通知所有竞标者，它将肯定地确保在根据本广告签订的任何合同中, 少数族裔企业将有充分的机会就这一邀请提交投标，不会因种族而受到歧视, color, religious creed, sex, 国籍或受适用法律保护的任何其他依据.

通过该RFP授予的任何合同都依赖于联邦补助金授予, 贝博体彩app旅游协会保留降低服务水平的权利，以配合减少的资金水平, or at its option, may terminate this Contract, should the funding source no longer be available, or the amount be reduced.

Scope of Work

• 为品牌活动提供全面的基于研究的媒体策略
• Identify key target audiences
• Identify KPIs to measure performance
• Recommend specific tactics across all channels
• Measure against established benchmarks
• Execution of an RFP process with media vendors
• Evaluation of media proposals
• Delivery of comprehensive media plan and flowchart
• Media vendor management and communication
• Buying services and placing of all insertion orders
• 管理活动优化并提出建议，以提高投资回报率
• Ongoing review of media opportunities
• Provide monthly reporting of KPIs
• 为活动提供所需的创造性支持(扩展当前已批准的活动概念)

项目合作伙伴应在所有项目阶段发挥领导作用, 在贝博体彩app旅游全球市场团队的指导下工作.

Proposal Requirements

请在不超过10页的篇幅内提供下列资料:

Company Background

Please include the following items:

• A letter of interest;
• A description of your company’s primary services;
• The year in which your company was formed;
• 进行合同主要工作的地址;
• Numbers of total employees and contractors; and
• A current and past client list.

Conflict of Interest

请列出您在过去12个月内代理过的所有与旅游相关的客户. 请简要说明您提供的活动和服务类型.

Company Management & Staff

Please include the following items:

• The contract manager for this scope of work; and
• 负责日常工作的人.

对于分配到此帐户的所有个人，请提供:

• Current resumes/biographies demonstrating qualifications related to this RFP; and
• Length of time with your company

Case Studies

展示研究(至少三个)，证明结果与San相关 Francisco Travel (scale, industry)

Miscellaneous

• 请描述你对贝博体彩app的熟悉程度以及在目的地营销机构工作的经验.

General project questions

• Please describe your process for planning media, including how you establish goals, 根据预算选择合作伙伴并确定目标.
• 列出项目阶段和开发综合项目时通常使用的关键里程碑, multi-million dollar media plan.
• 请描述您在项目期间的优化方法.
• Please describe your approach to client service, including your process for handling one-off requests, your average response time, and escalation process. 评论与新客户建立关系时使用的流程.
• 请描述您的报告方法以及您如何处理自定义报告要求.
• Please describe your access to industry-based research.
• 请概述您提供创意/数字制作支持的能力.

Budget

这个项目目前的预算为$4 700 000，包括费用在内.

• 请提供您的服务费用结构概述.
• 证明维持这种规模预算的财务可行性.
• Please provide method of billing for work.

Proposal Evaluation

贝博体彩app旅游局将成立一个委员会来评估这些书面提案. 提案的评分标准包含在 Attachment A. 委员会可以在评估过程中的任何时候, 要求提案人澄清其提案中所含的任何信息. 每位提案者的最终分数将反映评估委员会的共识. 机构在RFP流程之外联系评估委员会成员以获取知识或优势的任何尝试都可能导致申请人被取消资格.

由评审委员会选出的最终入围者将被要求提供虚拟 presentations to the evaluation committee. 所有提案者和处理该帐户的主要团队成员应确保他们在关键日期时间表中列出的日期内可用于虚拟演示. 在虚拟演示之后，将有一个问答环节. You will be notified of the total presentation time. 口头报告的评分标准包括 Attachment B.

Reserved Rights

所有提交的提案将成为贝博体彩app旅游公司的财产，不得退还给提案人. San Francisco Travel also reserves the right to:

• Reject any and all bids;
• Cancel this RFP;
• Revise the amount of funds available under this RFP;
• Amend this RFP as needed; and
• Not select a vendor and award a contract from this RFP

Submission Instructions

Preferred Delivery: Electronic (PDF)

Deliver to: [email protected]. Due date: 3/27/23, no later than 5 PM.

Inquiries

All inquiries regarding this RFP should be directed to:

Dan Rosenbaum
Vice President, Global Marketing
San Francisco Travel Association
1 Front Street, Suite 2900
San Francisco, CA 94111
p: 415.227.2697
e: [email protected]

如有任何问题，请于2023年3月15日前提交. The answers will be posted here.

Post Date: February 14, 2023

Campaign Overview & Goals

Why do people visit San Francisco? The sights and scenery. The one-of-a-kind events and world-class food. The welcoming people, the diversity and the rich history. Clearly, 贝博体彩app(以及大湾区)的吸引力不是一件事，而是许多不同事物的结合. In 2023, 贝博体彩app旅游希望帮助来自亚太地区的人们安排他们的城市旅行，并产生经济影响.

一场以表演为导向的创意营销活动将突出贝博体彩app的标志性产品和新景点, invite consumers to visit and increase our market share. 该活动的主要目标是直接推动酒店客房夜数和酒店收入.

本项目由加州旅游局根据1965年《贝博体彩app》第703条和第209条提供的联邦资助奖07-79-07802提供资助, as amended, 42 U.S.C.  §§ 3149 and 3233.  As a result, 所有获得合同的供应商必须愿意遵守联邦法律和法规的所有规定, including without limitation 2 CFR §§200.326 and 200.327.

In accordance with 2 CFR 170.200 (Federal awarding agency reporting requirements), 联邦奖励机构必须公开报告等于或超过小额购买门槛(10美元)的联邦奖励,000)，并在面向公众的网页上公布所需资料, OMB-designated, 政府网站，并遵循OMB的指导，以支持透明度法案的实施.

贝博体彩app旅游协会特此通知所有竞标者，它将肯定地确保在根据本广告签订的任何合同中, 少数族裔企业将有充分的机会就这一邀请提交投标，不会因种族而受到歧视, color, religious creed, sex, 国籍或受适用法律保护的任何其他依据.

通过该RFP授予的任何合同都依赖于联邦补助金授予, 贝博体彩app旅游协会保留降低服务水平的权利，以配合减少的资金水平, or at its option, may terminate this Contract, should the funding source no longer be available, or the amount be reduced.

The campaign KPIs are as follows:

• Hotel room nights down to the property level
• Hotel room revenue
• Additional sponsorship dollars raised

The secondary goals are as follows:

• Website Traffic
• Impressions
• Reach
• Earned media

Targets

International Markets

• China
• Korea
• Japan

Audience

• A25-54
• Travel Intenders, general travel interest
• Interest in sightseeing, arts & culture, LGBTQ+, food/culinary, San Francisco
• Interest/intent to travel to competitive destinations (i.e. 纽约、洛杉矶、芝加哥、拉斯维加斯、华盛顿特区、迈阿密)

Campaign Timing

• TBD

Budget

The budget is $355,000* inclusive of fees:

• 请提供您的服务费用结构概述, including fees for additional partners.
• 证明维持这种规模预算的财务可行性.
• Please provide method of billing for work.

*This is San Francisco Travel’s seed budget. The program, through San Francisco Travel, must be built as a co-op for hotels, DMOs and/or brands to participate in. 筹集的资金将用于增加媒体购买的整体价值.

Tactics to be Considered

• 我们有兴趣在专门的语言贝博体彩app登陆页, 我们可以在哪里展示酒店产品和其他目的地合作伙伴和/或赞助商.
• 我们希望与在线旅行社(OTA)和旅游运营商合作，推出一系列资产来推广目的地.
• 这个整合的活动必须是多渠道的，包括数字媒体的组合，驱动我们的转换合作伙伴和贝博体彩app登陆页面.

Proposal Evaluation Criteria

我们会根据以下准则评估建议书:

• Were all RFP requirements met and questions answered?
• 是否有机会将活动与会员/赞助商合作?
• 建议的创意及建议元素的基本原理
• Hotel room night forecast
• Cost efficiency and overall program value
• 所提供的附加价值——优选的附加价值要素包括
  • Added impressions/reach
  • Premium placements

Attachment A is the scorecard that will be used for evaluation.

RFP Questions & Requirements

Please provide your proposal in the form of:

1. 显示所有行项目详细信息(印象)的excel文档, rates, units, etc), preferably with formulas
2. A supporting deck, 包括任何创意建议的视觉示例和对以下所有问题的明确答案:

• 在拥挤的数字市场中，你的独特地位是什么?你与竞争对手的区别是什么?
• How will you reach our target audiences? 请包括您将使用的第一方和第三方数据段的所有详细信息
• 你提出的策略会如何影响酒店的客房入住时间? And what is the room night forecast/guarantee?
• Are there any spending minimums for the tactics proposed?
• 这次活动可以创造什么样的赞助商机会?

Proposals are due no later than by EOD Friday, 3/17. Please email responses to
[email protected]. 如有任何问题，请与我们联系，并提前感谢您的回复.
 

Why is the campaign timing TBD?

我们想最大限度地提高这个项目产生的酒店客房夜数. 活动时间应根据年内各市场产生的酒店客房夜数而定.

What is the campaign end date?

所有项目费用不迟于2023年12月31日支出并开具发票.

韩国、日本、中国也必须加入吗?

No. It can include all of those markets, some of them, or just one of them, 根据方案所建议的酒店客房夜数的最大化.

What does the budget include?

The budget includes production, agency and media costs. The budget covers the entire APAC region.

Is there a key message for the campaign?

我们在国内市场的信息永远是贝博体彩app. 我们希望这一总体主题能够在国际市场上使用，并能灵活地根据不同的市场进行调整.

What sponsorship opportunities should be considered?

项目中应该有赞助的机会，这样我们就可以引入合作伙伴. Opportunities should be looked at by vertical (hotel, destination, airline, rental car), and buy-in price. We are also open to non-endemic travel brands.

如有其他问题，请于2023年2月28日前提交. The answers will be posted here.