Black Bear Golf Course puts account in review

Steve’s breakdown: This is an agency-of-record account and is being handle with an RFP process. The proposals are due July 1, 2011 and I’ve outlined the Scope of Services section of the RFP below.

You can download the entire RFP from this link: http://www.crt.la.gov/parks/blackbear/rfp/

BATON ROUGE, LA: Purpose. This Request for Proposals (RFP) is issued by the Louisiana Department of Culture, Recreation and Tourism, Office of State Parks (herein referred to as the State) for the purpose of procuring marketing and advertising services to increase public awareness of the Black Bear Golf Course, thereby increasing visitation to the property.

B. Background
In July 2006, the State assumed responsibility for the operation of the Black Bear Golf Course, located in northeastern Louisiana, near the town of Delhi. The Black Bear Golf Course has partnered with Poverty Point Reservoir State Park, to provide “stay-and-play” tourism packages aimed at golfers. In 2011, Black Bear Golf Course will open its own lodge. The State is required to generate significant income from the course in order to offset operational expenses.

C. Tasks and Services
The contractor selected through this RFP process shall assist the State in the development and implementation of research-based marketing efforts strategically designed to increase the revenue, rounds played, and public awareness of the Black Bear Golf Course.
Specifically, the contractor shall be responsible for:

• Brochure design
• Advertisement production
• Media research and purchasing
• Public relations (including crisis management and special events)
• Any other approved initiatives that further the objectives of marketing and promoting Black Bear Golf Course
As requested and approved in accordance with the procedure provided herein, the contractor’s duties may also include overall strategy and brand positioning; research; creative development and testing; establishing graphic standards; determining market identification; media planning, evaluation, negotiation and placement; and account management to include status reports, plans, and minutes for meetings.

D. Deliverables
The contractor shall create advertisements – print, outdoors, electronic and audio/video, etc. – for the purpose of promoting Black Bear Golf Course as a premier golfing destination. Proposer shall research the best placement of these advertisements to reach the core audience of golf enthusiasts. Advertising placement shall be done in a manner to maximize the potential for increased visitation to the course.

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