North Central Florida Regional Planning Council
REQUEST FOR PROPOSALS FOR THE SERVICES OF A
“TARGETED INTERNET MARKETING CAMPAIGN” VENDOR
The Original Florida Tourism Task Force is seeking proposals for the services of a marketing agency familiar with targeted internet marketing campaign. The Original Florida Tourism Task Force seeks to drive substantial additional traffic to the organization’s two regional websites, naturalnorthflorida.com and fnnf.com (the regional fishing promotional website) through the designated marketing campaign. Interested parties should provide a proposal including a description of their services, up to three professional references, examples of similar work, number of years of experience in conducting targeted internet marketing campaign, and how they would meet the requirements stated below. All proposals must be submitted to:
Marketing Campaign Proposal
Original Florida Tourism Task Force
2009 NW 67 Place
Gainesville, FL 32653-1603
Proposals must be received by the Original Florida Tourism Task Force by:
5:00 p.m., Eastern Daylight Savings Time
March 21, 2014
Faxed and e-mailed responses will not be accepted. Late proposals will be returned unopened with the notation, “This proposal was received after the delivery time designated for receipt and opening of the proposal.”
1.Objective. The Original Florida Tourism Task Force desires to drive substantial traffic to the regional websites, therefore increasing awareness about the Natural North Florida Region and all that is has to offer tourists through a multi-month internet advertising campaign involving search engines.
2.Qualifications. The successful proposer selected must have an established record in web-based marketing especially search advertising and a basic understanding of travel industry. Experience in tourism related marketing campaigns is preferred (examples should be provided with numerical performance demonstration).
3.Time Frame. Campaign would begin April 1, 2014 and end May 15, 2014. The vendor would be responsible for updating campaign performance to the Task Force along the way.
4.Scope of Work. The project will focus on strategic purchases of pay-per-click advertising on key websites and search engines such as Google and will feature content that showcases the region and what it has to offer visitors. The chosen vendor will work with the Task Force to design and implement the campaign, including publisher strategy, bidding strategy, keyword strategy, ad strategy, and measurement and evaluation strategy. As the campaign progresses, the chosen vendor would be responsible for monitoring campaign performance constantly, analyzing click-through patterns and making adjustments to the advertisements placements to maximize the volume of new traffic. Upon completion of the advertising campaign, analytics should be provided by the vendor to determine the overall effectiveness of the campaign.
5.Requirements.
a. Creative campaign design and implementation approaches are encouraged.
b. The campaign must be designed and implemented strategically to maximize performance while lowering cost. This includes promoting Natural North Florida advertisements to top ranking positions on search result page within the allowable budget, increasing click-through rate (overall click-through rate lower than 1 percent is not acceptable), decrease cost per click, and raise website traffic with a moderate expectation of 10 percent or more.
6.Budget. The budget for the project is $10,000.
7.Ranking and Selection Criteria.
All proposals received will be reviewed and ranked by The Original Florida Tourism Task Force. The criteria used in ranking the proposer for this project will include the following items based upon a total of 100 points, as follows: (1) capacity to complete the work (25 points); (1) past experience with targeted internet marketing campaign (25 points); (3) quality of proposal for achieving the Task Force’s campaign objective (25 points); and (4) letters of reference (25 points). The total score from these criteria will be used to establish the rank order for the selection of the marketing campaign vendor.
8.Terms.
Payable within thirty (30) days of the completion of the contract.
The Original Florida Tourism Task Force reserves the right to accept or reject any proposal and to award the contract in the best interest of the Task Force. If you have any questions, need further clarification or information, please call Steve Dopp at (352)955-2200, ext. 109 or email: dopp@ncfrpc.org.
