Steve’s breakdown: The video is amature but it has some useful statistics about SFO. Pre-Submittal conference is on April 12, 2012, 11:00 a.m. at the International Terminal 5th Floor North Shoulder Building Conference Room 28R. Statement of Qualifications is due May 3, 2012 3:00 p.m. PDT. The RFQ to the $1.5 million account can be downloaded here.
SAN FRANCISCO, CA: Scope of Service Required by the Account:
The scope of services for International Strategic Marketing may include, but is not limited to, the following subject areas. Respondents may submit qualifications for all or any of the subset areas listed below as part of their Statement of Qualifications (SOQ).
1. Strategic Planning and Marketing – Provide support for Airport efforts conducted in key overseas markets including but not limited to Asia, Europe, Latin America and Australia to promote SFO in the international market for activities that include, but are not limited to:
Identifying key target markets for international airline service development. Preparing and executing specific marketing programs to attract new international airlines. Preparing and executing specific marketing programs to support current international airline routes. Securing creative partnerships with airlines and/or travel groups to promote new and existing international air service to SFO. Arranging new partnerships with airlines, airports, travel and tourism industry representatives and government agencies for promotional purposes. Positioning and marketing SFO as the “Favorite Gateway to North America.”
2. Promotional Activities for International Air Service: Provide support for Airport efforts to promote SFO in the international arena with activities that include, but are not limited to:
Organizing/arranging familiarization tours in support of potential airline service(s). Preparing unique and unusual marketing tactics to attract new air service. Drawing upon Respondents’ network of contacts in the travel and airline industries. Organizing international trade missions with key partners: San Francisco civic and business leaders, Visit California, U.S. Travel Association and other such entities. Arranging for partnerships with hotels and tourism attractions in both the San Francisco Bay Area and the target market destination to support familiarization trips and visiting airline officials.
3. International Market Research – Provide localized market intelligence support for research efforts used in developing solid business cases for potential airlines, including but not limited to:
Providing demographic, psychographic, market segmentation and other similar data on international markets. Forecasting/analyzing travel and tourism trends. Providing key marketing information on developments in airline industry.
4. International Public Relations – Provide support for public relations efforts in key overseas target markets identified above, including but not limited to:
5. Utilizing existing in-country network and public relations contacts (i.e. international experience). Writing/translating press releases. Strategic planning/execution on the ground overseas for major in-country promoting SFO.
Strategic planning/execution of inaugural events and promotional activity for new airline service to SFO. Maintaining/translating in-country websites that promote SFO. Utilizing the firm’s in-house social media venues to promote SFO overseas.
Negotiating purchases and media buys in foreign countries including traditional, print, online and mobile channels. Coordinating with the Airport’s Communications & Marketing Staff to:
Create and maintain a segmented media list for the Airport’s use. Develop an annual in-country public relations plan, including key publications, online sites and top industry awards for which the Airport should apply. Develop close relationships with bloggers, travel writers and journalists to cover Airport-specific stories. Provide insight into local social media usage and technology-in-travel trends.
Expertise in Cultural Differences in Key Markets – Provide support for understanding regional differences and cultural proficiency, including, but not limited to:
In-country staffed representation offices in key markets around the world, including, but not limited to, Asia, Europe, Australia and Latin America. Accurate translation services for specified communications and marketing collateral.
6. Support the Airport’s Marketing and Promotional Efforts – Work with airline sales and marketing teams, airline-branded tour packagers and key travel industry trade representatives to promote new and existing international routes. Provide support in representing SFO at key overseas travel functions and airline representatives including, but not limited to:
International travel and trade shows, such as International POW WOW. International airline functions. San Francisco civic trade missions.
B. Additional Details
Once the pool is established, the Airport Commission will award contracts to one or more firms in the pool relating to specific projects and geographic focus areas as the need arises. The details necessary for completion of each project will be provided when the specific project is identified. The required deliverables will depend on those individual projects.