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HomeMy WebLinkAboutC28480 - RFP for Marketing Svcs . Contract No. C28480 �_�,� CITY OF PALM DESERT � � COMMUNITY SERVICES STAFF REPORT REQUEST: Authorization to distribute a Request for Proposals for Professional Marketing Services DATE: January 22, 2009 CONTENT: Request for Proposals for Professional Marketing Services Recommendation: By Minute Motion, authorize the distribution of Request for Proposals for Professional Marketing Services. Executive Summary: As stated in Resolution number 03-49, the Request for Proposal process is required at least every five years for Advertising/Marketing Services. This process was last conducted in 2005. Therefore it is time to solicit qualifications and proposals for Professional Marketing Service for next fiscal year. Attached please find a copy of the Request for Proposals for City Council approval and distribution. _ �� � Submitted by: ��� . � �_ � � � �� Kristy K iding ✓' Sheila R. Gilliga Marketing Manager Assistant City Manager CITY COUNCIL CTION Approval: , APPROVED_.�,_,,,,._�,DENIED RECEIVED OTHER G J ti McCarthy MEET G DA Y��V� nteri City Manage AYES: NOES; ����' ABSENTt -�'�n�' ABSTAII�T: VERIFIED BYa Orlgiw�l o�Fite rvit4 Ciq►�e1t'�O�t J�"•�--`,��-.�'""� . The City of Palm Desert 73-510 Fred Waring Drive Palm Desert, California 92260 760-346-0611 Request for Proposals Professional Marketing Services Overview Palm Desert is the geographic center of the Coachella Valley (Palm Springs Desert Resorts), a fast-growing region of Southern California that comprises nine cities with a combined year-round population of nearly 400,000. Palm Desert has evolved into a vibrant, small city that today is the educational, retail, and cultural hub of the Valley, and one of its most desirable places to visit. It's a thriving, year-round community with the natural beauty and recreational amenities of a resort destination -- home to big-city resources in a friendly, small-town setting. The City is fiscally sound, well-run, and committed to safety and smart growth. Year Incorporated: 1973 Area: 26 square miles Elevation: 243 feet above sea level Permanent Residents: 49,539 Seasonal Residents: 32,000 Form of government: Council-Manager Mean Temperature: 73.1 degreesAverage Sunshine: 350 days per year Average Rainfall: 3.38 inches per year Websites: www.palm-desert.orq and www.cityofpalmdesert.orq Once just a stop-over for visitors heading toward the famous Palm Springs destination, Palm Desert has emerged as a leader in the area. It has become its own unique destination for those visiting the Coachella Valley. Over the past eight years, the City has undertaken an aggressive, image-awareness campaign. Palm Desert has created advertising campaigns and built media schedules that target primarily regional publications and the Southern California and Pacific Northwest travelers. This year, the City has re-launched its website and added online to the media mix. Executive Summary The City of Palm Desert is seeking professional marketing services to assist with the City's marketing and advertising functions. The Agency will contract with the City to organize and manage the advertising and marketing efforts including budgets and media planning and placement, as well as the development of advertising campaigns, local event advertisements, and brochure/collateral pieces. The Marketing budget is approximately $1 million. It is the responsibility of the Agency to solicit concept, design, production, copy writing, photography/videography, and printing services of qualified agencies or individuals. All fees for these services are to be billed to the City at net amounts. A minimum of seven years experience in advertising, marketing, or a related field is required. Excellent planning, organizing, and time management skills are a necessity. Please submit a proposal inclusive of the details outlined below. Fees for services should be proposed as a monthly retainer, based on the numbers of hours of service to be provided. Enclosed please find a copy of specifications and requirements. Finalists will be invited to make a presentation to the Marketing Committee which will make a recommendation to the City Council regarding the award of this contract. The contract is for a one-year period, with the option for annual renewal, based on Marketing Committee, City Staff, and City Council recommendation for five years. The contract period is July 1, 2009 through June 30, 2010. Materials must be received by 5 p.m. on Tuesday, February 17, 2009, in the Community Services Department, 73-510 Fred Waring Drive, Palm Desert, California 92260. No proposals will be accepted beyond the date and time noted above. For further information, please contact Marketing Manager Kristy Kneiding at 760-568-5240 or via email at kkneiding@ci.palm-desert.ca.us. Scope of Services 1. Develop a strategic plan and annual budget in accordance with the guidelines established by the City and Marketing Committee. The current marketing budget is approximately $1 million. 2. Plan, coordinate, and oversee all local, regional, and national advertising/marketing efforts with regard to all chosen advertising mediums, utilized on behalf of the City of Palm Desert. 3. Solicit concept, design, production, and copy writing services of qualified agencies or individuals necessary to maintain and/or improve the quality and appearance of marketing materials generated on behalf of the City. 4. Promotion of the Visitor Center and various special events. 5. Ensure that all work performed on behalf of the City of Palm Desert (to include but not limited to printing, photography, copying, shipping, and delivery), be billed to the City at net amounts. 6. Work closely with members of City Staff, Marketing Committee, as well as other City contractors and vendors including, but not limited to online and public relations agencies. 7. Work in conjunction with the Palm Springs Desert Resorts Convention and Visitors Authority (of which Palm Desert is a member) to capitalize on advertising and promotional activities being coordinated through that agency. 8. Plan, organize, and oversee special requests or projects assigned by the City. 9. Establish acceptable timetables for all marketing, advertising, and special projects produced on behalf of the City. 10.Evaluate all proposals submitted to the City and issue recommendations based on cost, validity, and perceived benefits to the marketing/advertising objectives of the City. 11.Provide monthly reports summarizing project activities and achievements. Qualifications 1. Minimum of seven to ten years experience in advertising/marketing including extensive experience in local, regional, and national media placement and tourism related applications. 2. Extensive knowledge of all aspects of advertising including print, online, radio, television, direct mail, and out-of-home. 3. Excellent customer service. 4. Ability to work well under pressure and meet deadlines. 5. Knowledge of the Coachella Valley tourism industry and the City of Palm Desert. 6. Understanding of the public relations function. 7. Exceptional planning and organizational skills. 8. Extensive experience with budget preparation and management. 9. Media planning, buying, and negotiation experience. 10.Experience and expertise of key personnel working on the account. 11.Knowledge of search engine marketing (organic and paid). 12.Familiarity with Exact Target. 13. Experience in advertising measurement and tracking. 14.Project management and implementation responsibilities include, but are not limited to basic account services, client meetings, strategic planning, and billing verification. Proiected Timeline The following timeline should be used as a working guide for planning purposes. The City of Palm Desert reserves the right to adjust this timetable as required during the course of the RFP process. RFP Issued Monday, January 26, 2009 Proposals Due Tuesday, February 17, 2009 Finalists Selected and Notified Friday, February 27, 2009 Presentations to Marketing Committee Tuesday, March 17, 2009 Palm Desert City Council Approval Thursday, April 9, 2009 Deadline Qualifications and proposals are due no later than 5 p.m. on Tuesday, February 17, 2009 to: Kristy Kneiding, Marketing Manager City of Palm Desert 73-510 Fred Waring Drive Pafm Desert, CA 92260 Phone: 760-568-5240 Fax: 760-779-5271 Email: kkneiding@ci.palm-desert.ca.us No proposals will be accepted beyond the date and time noted above. Selection Methodoloqv Submitters will be judged based on their written communication of their abilities relating to the information outlined in the scope of services and qualifications section. Proposals will be reviewed by a committee that will consist of representatives of the City. Selection will be made pursuant to the City's professional selection policy with relevant factors as follows: 1. Strategy and vision for the Palm Desert brand 20% 2. Experience, competence, and capacity for performance 25% 3. Creativity 20% 4. Price 15% 5. Past perFormance and experience with City government/travel and tourism clients 20% Proposal Reauirements Bidders are requested to respond to the following sections in complete but concise manner. SUMMARY ■ Please describe why your firm is interested in this account. ■ Describe your understanding of the account. ■ Provide the following contact information: Company, Contact, Address, City, State, Zip, Phone, and E-mail/ • Discuss your technical competencies, certifications, and partnerships. We require the vendor selected to have a solid team experienced in managing various elements of marketing including project management, creative, media placement, quality assurance, and results analysis. Please describe your strengths within these areas. • Provide information regarding your fees (one time and ongoing), third party costs, and billing terms. • Please list any assumptions you have made in reference to this project. EXPERIENCE Elaborate on the type and nature of your company, including background information, years in business, other lines of business, areas of operation, and any other information that might help us to understand your. qualifications to deliver the services identified in this RFP. Please provide the resumes of the professional and key staff anticipated to be utilized on the project. REFERENCES You must supply with the bid at least three (3) reference accounts in the United States. The reference accounts must have services similar to those bid under this RFP. Include the following information for each reference: Company Name, Business Address, Name and Title of Contact, Telephone Number, E-Mail Address, and Duration of project. The City reserves the right to request or obtain additional information. The City may, at its option, contact other known Vendor customers for references. City Riqhts and Options All submissions become a matter of public record. Vendors must submit four signed copies and one electronic version of their proposal. The City reserves the right to award a contract or reject any and all bids. Bids will be rejected for one or more reasons including, but not limited to 1) Failure of the vendor to submit their proposal(s) on or before the deadline established by the issuing office; 2) Failure by the vendor to respond to a requirement for oral or written clarification, presentation, or demonstration; 3) Failure of the vendor to properly perform, or complete on time, contracts of a similar nature; 4) Any bidder who is not in a position to perform such a contract satisfactorily; 5) Any bidder, who is in default of the payment of taxes, licenses, or other monies due to the City of Palm Desert.