The City of Pensacola issuses RFP for marketing serives

Steve’s breakdown: The City is seeking a qualified firm to assist with marketing and advertising services that will increase passenger traffic at the City’s airport, increase the number of commercial and residential natural gas customers, help market the Port. The intent is to use the branding opportunity “to tell the City story” in order to spur economic development and create a stronger, more marketable City identity.”

Due date: June 28, 2011 RFP Link: Bid No:   11-021

CITY OF PENSACOLA, FL: The successful firm will provide services to the City as follows:

City of Pensacola in General
The selected firm shall provide creative services to develop a “branding” program to more clearly identify, distinguish and increase exposure for the City. The branding effort will be a new strategy used by the City to promote the City as a desirable destination for companies wishing to relocate to the Southeastern and Gulf Coast region. This effort is part of a new effort by the Mayor to aggressively promote economic development for the City and Pensacola urbanized area. The selected firm shall assist in developing new revenue enhancing activities through the use of City assets (buildings, vehicles, web site, etc.) for marketing opportunities or partnerships with private sector firms.

Pensacola Gulf Coast Regional Airport
The selected firm shall provide creative services for developing advertising campaigns to promote the Airport and its services. The firm will provide support and recommendations to the Airport’s Manager of Marketing and Air Service Development for all phases of such campaigns including placement of ads on radio, television, billboards and print media; shall assist with the preparation and distribution of public information and educational materials; shall prepare annual public information plans; shall provide advice regarding, and assist in addressing all media relations; and shall proactively identify and develop marketing and educational ideas and opportunities for the Airport.
The firm shall have the capability to create and effectively use all forms of advertising and public information media including but not limited to the creation of videos, DVDs, web sites, print material and graphic displays. It shall have the ability to, or experience in arranging for, development of television or radio shows for the promotion of the departments.

The firm shall provide a transition plan for all social media and trend analysis services currently provided to the Airport. The transition plan shall consist of, but not be limited to the transferring of accounts on SurveyMonkey for the airport’s Employee Recognition Program and the Airport’s Web Site Survey. Social media accounts with Facebook, Twitter and Hootsuite will need to transfer account information for continued communication. All software programs relating to Mac and Microsoft Windows will need to be outlined for formatting purposes on continued printing of the Airport Service Guide currently designed with Adobe Illustrator, digital outdoor billboard fare campaigns, Gulfstar distribution company (service guides), and all contracted media buys with current providers. All activity to be transferred is outlined in the current annual budget.

The firm shall be capable of assisting in all areas of customer relations by providing analysis and surveys, visitor statistical data, conducting public information meetings with customers, as may be requested, and shall conduct activities to assess customer satisfaction, product recognition and product marketing approaches, as requested.
The Advertising Agency understands and agrees that it shall be bound by a restrictive covenant not to compete and exclusivity of services, which shall forbid it from accepting similar airport advertising contracts within a one-hundred-twenty-five mile radius of the Pensacola Gulf Coast Regional Airport.

The firm should expect to assign specific individuals to the Airport in order to assure that the department will be working with someone who is knowledgeable about the Airport, its issues and objectives. Participation in marketing meetings each month to provide updates of current and future projects to the marketing team is important to maintaining continuity. Technical knowledge of the marketing/public information business is only part of the requirement to be an effective partner for the Airport. It is imperative that the firm commit to developing an understanding of the Airport and the business/political environment in which it operates.
The firm will maintain good, current working relationships with members of the media in all its forms.

Energy Services of Pensacola (ESP)
The selected firm shall provide creative services for developing advertising campaigns to promote the sale of natural gas and other ESP services. The firm will be responsible for all phases of such campaigns, including the production and placement of ads on radio, television, billboards and print media. The firm shall prepare and assist in the distribution of public information and educational materials. The firms shall prepare annual public information plans and provide updates and changes to those plans throughout the year. The firm shall provide advice regarding, and assist in addressing all media relations. The firm shall proactively identify and develop marketing and educational ideas and opportunities for the natural gas utility.

The firm shall have the capability to create and effectively use all forms of advertising and public information media, including but not limited to the creation and production of videos, DVDs, web sites, print material and graphic displays. It shall have the ability to, or experience in arranging for, development and production of television or radio shows for the promotion of the natural gas utility.

The firm shall be capable of assisting in all areas of customer relations and customer information including, but not limited to designing bill inserts or coordinating activities to assess customer satisfaction, product recognition and product marketing approaches, as requested. Continuity is important. Technical knowledge of the marketing/public information business is only part of the requirement to be an effective partner for the department. It is imperative that the firm commit to developing an understanding of ESP and the business/political environment in which it operates.
The firm shall participate in marketing meetings at a minimum of once per month to provide updates of current and future projects to the marketing team.

Port of Pensacola
The selected firm shall provide creative services for developing marketing and advertising campaigns designed to 1) inform existing port customers, users and allied industry partners about developments & activities at the Port; 2) inform and educate the local and regional general public about the Port and its role as a job creator and economic driver; and, 3) promote use of the Port’s infrastructure, assets and facilities to prospective new customers & users in targeted maritime and maritime-related business sectors.
The firm will provide support and recommendations to the Port’s Manager of Marketing, Finance & Administration for all phases of such campaigns including media buys and ad placements for radio, television, billboards and print media exposure; shall assist with the preparation and distribution of public information and educational materials; shall prepare annual public information plans; shall provide advice regarding, and assist in addressing all media relations; and shall proactively identify and develop new marketing and educational ideas and opportunities for the Port.

The firm shall have the capability to create and effectively use all forms of advertising and public information media including but not limited to the creation of videos, DVDs, web sites, print material and graphic displays. Social media and trend analysis services are not currently part of the Port’s marketing program; however, the firm may evaluate the benefits of incorporating such media into the program and may provide recommendations in this regard.
The Advertising Agency understands and agrees that it shall be bound by a restrictive covenant not to compete and exclusivity of services, which shall forbid it from accepting similar port advertising services contracts within a one-hundred-fifty mile radius of the Port of Pensacola.

Participation in marketing meetings each month to provide updates of current and future projects to the marketing team is important to maintaining continuity. Technical knowledge of the marketing/ public information business is only part of the requirement to be an effective partner for the Port. It is imperative that the firm commit to developing an understanding of the Port of Pensacola’s business operations, the US port industry in general, and the business/political environment(s) in which the port operates.

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