VISIT
Notice of Bid/Request for Proposal
Publication of the
and Complementary Marketing Materials
OBJECTIVE: Reduce costs of publishing the annual Florida State Park Guide while exploring innovative marketing vehicles for promoting park visitation.
VISIT FLORIDA, on behalf of the Florida Park Service (aka, Florida State Parks), seeks a publishing partner to handle all facets of publication of the Florida State Parks Guide and complementary marketing initiatives, including but not limited to advertising sales, content development, printing, digital production, and delivery.
Traditionally, the printed guides content has been categorized along five geographic regions (see enclosed sample) and includes brief descriptions of parks with corresponding listings of amenities. A total printing quantity of 350,000 400,000 is desired, drop-shipped to a single distribution point by March 2, 2007.
The successful proposal will demonstrate how the guide can leverage advertising sales to break-even or require a financial investment not to exceed $100,000. Additionally, innovative marketing opportunities are sought as a complement to the guide as a means of increasing park visitation. Profits realized by sales efforts may be retained by the vendor after all costs are deferred.
PROCESS AND DEADLINES
Request for Proposal issued on October 2, 2006.
Response from all interest parties (respondents) expressing their intent to participate in this request for proposal process must be received by 5:00 p.m. on October 6, 2006.
Questions may be submitted in writing via e-mail to Dale A. Brill, Chief Marketing Officer, VISIT FLORIDA (dale@VISITFLORIDA.org) by 5:00 p.m. on October 13, 2006.
A collective response to all questions will be distributed to all respondents via e-mail by 5:00 p.m. on October 17.
Three hard copies of proposals are due by 5:00 p.m. on October 24, 2006. E-mail and facsimile submissions will not be accepted. Send proposals to: Dale A. Brill, Chief Marketing Officer, VISIT FLORIDA,
In-person presentations may be requested and scheduled on October 26 and 27.
Goods and Services Required by VISIT
Publishing Services
The selected publisher must be able to supply turnkey print and digital publishing services to VISIT FLORIDA. The successful proposal should include details as to the role of print and digital marketing vehicles as tools for improving the impact of the Florida State Parks Guide and related innovative tactics.
The proposal should address, but not be limited to:
· Recommendations on marketing product type and mix (i.e., print, digital or combined distribution tactics)
· Recommendations on stylistic aspects, such as format, layout, voice and related elements
· Planning, consultation and creative ideas to VISIT FLORIDA
· Account Management Services related to the solicitation, close and servicing of advertising revenue accounts
· Printer interface, quality control services and press checks
· Editorial Services
Creation of detailed editorial calendar/content plan
Creation of high-quality, original, experiential editorial content
Fact-checking, proofreading and editing
Revision of content as needed to appear across multiple platforms, adjusted as appropriate for the medium
· Design & Graphics Services
Create and implement original designs that are cohesive with Florida State Parks brand as communicated by VISIT FLORIDA
Layout and design
Cartography services for all maps
Typography
Photography as necessary (including direction of photo shoots and image selection)
Formatting and purging of listings and amenities
Advertising creative (print and electronic) for industry partners for inclusion at no charge to the advertiser
Revenue Generation Services
The objective is to create marketing products that are self-supporting, and, as such, include advertising and/or paid sponsorships as a revenue stream. The selected vendor must be able to:
· Offer advertising planning and consultation to VISIT FLORIDA, including advice on a sales strategy and rates
· Create marketing materials to support sales
· Distribute marketing materials to VISIT FLORIDAs Partners and other potential customers
· Field and manage a qualified statewide sales force with experience in both print and digital sales
· Personally call on and service advertisers (telemarketing alone is not an acceptable solution)
· Provide free print and electronic ad creative to participating advertisers
· Accept creative from advertisers/agencies via online upload with real-time PDFx_1a compliance verification
· Provide sales services including billing and collections
· Provide customer support for all advertisers
· Provide detailed performance reporting/ROI to VISIT FLORIDA as specified by its standard finance department requirements
Specific Questions for Potential Vendors:
Vendors responding to this RFP must answer the following questions:
General
1. Indicate the companys specific expertise in creating integrated tourism publishing services including:
a. Name of clients
b. Length of contractual relationship
c. Services provided
d. Contact information for client references
e. Provide samples of tourism marketing products, as well URLs to web sites and email marketing programs the company has produced
2. Indicate the number of years the company has been in business.
3. Indicate the number of years and nature of the companys experience and expertise in parks and recreation or the tourism industry and, if applicable, the
4. Please indicate awards and accolades the company has won for work that is pertinent to this project.
5. Describe the expertise of the personnel to be utilized for each aspect of this project.
6. Indicate which services provided by the vendor are outsourced to subcontractors. If subcontractors are to be used, indicate your process for information flow and subcontractor management.
7. Financial statements, to be mutually agreed upon, that demonstrate financial good standing and stable corporate governance for the past three years.
Publishing Services
1. Detail recommendations and indicate how the company will provide each of the services identified under the Publishing Services section within the Goods and Services Required by VISIT FLORIDA heading. Respond specifically to each bulleted item.
2. Identify staffing for print and digital publishing services.
3. Indicate what percentage of publishing services is outsourced and/or subcontracted to other companies or freelance agents.
4. Identify staffing to support electronic marketing services. All employees must be included in the bios above.
Revenue Generation Services
1. Detail the business model that will enable the self-supporting nature of the project.
2. Indicate the companys experience generating revenue through print and online advertising sales within the tourism industry and, if applicable, the
3. Identify the companys
BACKGROUND
The mission of the Florida Park Service is to preserve and protect the states natural resources and to provide recreational opportunities to park visitors. To do so requires considerable commitment of staff and funding. State park fees help offset the ever-rising cost of providing resource protection, park maintenance, and visitor services. In an effort to further reduce costs, the Florida Park Service is issuing this request for proposal in search of an innovative publisher.
VISIT FLORIDA is not a government agency, but rather a not-for-profit corporation that carries out the work of the Florida Commission on Tourism. Under the direction of the Florida Commission on Tourism, VISIT FLORIDA is serving as a marketing agent on behalf of the Florida Park Service. The Florida Commission on Tourism is a public/private partnership created by the Florida Legislature in 1996. The Commission, in partnership with VISIT FLORIDA, took over the functions of what was then the Tourism Division of the Florida Department of Commerce.
