STATE OF FLORIDA DEPARTMENT OF TRANSPORTATION FLORIDA S TURNPIKE ENTERPRISE REQUEST FOR PROPOSAL RFP-DOT-17/18-8002-WS MARKETING AND PUBLIC RELATIONS AGENCY SERVICES RESPONSE TO QUESTIONS GROUP 1 1. Are there any key or substantive differences between the scope of work of the incumbent/existing contract, and the currently advertised scope of work, such as services being added? Response: The only key difference is that the incumbent provider is a subcontractor to the Department s Business Development, Concessions Management and Marketing Consultant. The current advertised scope of work will be contracting directly with the Department. 2. Will a commission on media buys be permitted? Response: Proposals with and without commission on media buys will be considered. 3. Is the media buy commission the industry standard 15%, or another rate? Response: There is no specified commission rate. All proposals with and without a commission rate will be considered. 4. Is there an incumbent provider for the services listed in this RFP? Response: Yes. 5. What is the historical hourly volume of work by job classification for the services listed in the RFP?
Response: The hourly volume of work varies month to month. The monthly averages for the past year for each of the job classifications listed in the RFP is as follows: Account Director 34 Account Executive 42 Creative Director 8 Art Director 9 Senior Copywriter 9 Associate Media Director 7 6. Will the contractor be allowed/expected to create content for social media and post the content on behalf of the turnpike system? Response: The awarded Agency may be asked to create content for social media and post the content on behalf of the Department. All work is subject to Department approval. 7. Has a media budget been established or planned for? Response: Yes, a media budget has been established for the current fiscal year. 8. Has research already been performed regarding current toll road usage, SunPass purchasing data, etc? If yes, will this research be available to the winning agency, or does FDOT desire the winning agency to conduct an updated course of market research? Response: Yes, the Department will provide this data to the awarded Agency. The Department anticipates that the awarded agency will conduct current research. 9. Who is the Department's current Agency of Record and what drove the team to look for a new agency? Response: The Department does not currently contract directly with an Agency. Rather, they contract with KPMG, the Department s Business Development, Concessions Management and Marketing Consultant and the Agency is a subcontractor to KPMG. The current KPMG contract is expiring. 10. How many agencies are being considered? Response: The Department intends to award one contract.
11. Has there been a clear budget established for the 5 year term? If not, can FDOT share marketing and public relations budget for 2017? Response: The fiscal year 2017/2018 budget is $2,477,000.00. 12. What market research has been conducted prior to creating this RFP? Response: The current incumbent is responsible for providing these services, no market research has been conducted. 13. The RFP states to send one electronic file of proposal, but then later states to not email the proposal. Can you provide clarification and confirm a USB is needed. Response: Please provide a USB along with the original and copies of your technical proposal. 14. How many projects and/or campaigns do you anticipate the chosen agency or agencies to develop and implement in year one? Response: The number of projects and campaigns will vary based on need. There will be at least 6 major projects and various smaller throughout the year. 15. How many projects and/or campaigns were implemented in 2017? Response: In 2017 there were 4 large projects/campaigns and 4 smaller projects. 16. How much did you invest in your most recent media buys and what channels did you use (traditional/social/outdoor)? Response: The Department invested approximately $261,000 in the most recent media buys. The channels used were outdoor, radio, and newspaper. 17. What is the budget for the current marketing and public relations contract? Response: The fiscal year 2017/2018 budget is $2,477,000.00.
18. How often do you conduct marketing and user research? Can you share the most recent research reports? Response: Currently, some research is done by the ad agency on a per project basis, as requested. Not all user research is done by the ad agency. The Department anticipates that the awarded Agency will provide recommendations and conduct marketing and user research. We do not have a recent report that is of relevance. 19. Is there an overall page limit on the proposal? We see limits on resumes and fold-out pages, but not on total pages. Is there a limit? Response: There is no limit. 20. If you choose to award the contract to two proposers, how will you allocate which agency handles which services? Response: The Department intends to award one contract. 21. The scope of services is relatively general the development of marketing plans Is there any specific issue, challenge or initiative that FDOT would like the marketing to address or is FDOT just looking for general marketing services and support? Response: The Department is looking for general marketing services and support. Examples of specific initiatives are to increase SunPass participation, brand awareness and overall use of Florida s Turnpike system. 22. What are the target markets for the FDOT s marketing efforts? Response: Statewide. 23. Does the FDOT currently have a marketing program of this scope in place or is this a new initiative? Response: Yes, the Department currently has a marketing program in place. 24. What is the purpose of this marketing initiative? To raise awareness? To promote specific services?
Response: The Department is looking for general marketing services and support. Examples of specific initiatives are to increase SunPass participation, brand awareness and overall use of Florida s Turnpike system. 25. Just to clarify, the Price Proposal should not be submitted unless the agency is selected as one of the six finalists, correct? Response: Yes. 26. Which forms, if any, should be submitted with the Technical Proposal? Response: Windy. 27. Are you currently working with any agencies? Response: Yes. 28. If you are working with any agencies, are you satisfied with their overall performance and work provided? Response: The Department is not dissatisfied with the current agency. Need to find out if this is how this question should be answered. 29. Is this RFP a mandatory process by FDOT or is there an internally-motivated interest to find an agency of record (AOR)? Response: The current contract in place is expiring. This RFP is a mandatory process. 30. Do you mind if we ask who all the responders for this RFP are? Response: Need to find out if we are allowed to or have to share this info. 31. Do you have a specific printer your team would like to supply our completed design files to or would our team be required to use our own print vendors? Response: The Department anticipates that the awarded Agency will need to use their own print vendors. 32. What kind of access would we have to the website for the development of landing pages that would be needed for any social/digital campaigns?
Response: Web development will be done by the Department. However, it is anticipated that the awarded Agency will provide recommendations on content. 33. Are there other web-related services needed? Response: Potentially, yes. 34. Do you have examples of past hourly rates you ve paid for these services that are acceptable? Response: Past hourly rates that the Department has paid for these services is as follows: Engagement Leader: $210.00 Account Director: $157.50 Digital Media Director: $157.50 Creative Director: $157.50 Assistant Account Director: $157.50 Account Executive: $131.25 Account Supervisor: $131.25 Writer: $131.25 Art Director: $131.25 Digital Associate Media Director: $131.25 Production Supervisor: $131.25 Senior Planner: $131.25 Senior Writer: $131.25 Associate Media Director: $131.25 Support Staff: $84.00 35. Is there a specified budget for this contract? If yes, please specify the annual budget breakdown. Response: At this time, there is not a specific budget for this contract set. The fiscal year 2017/2018 budget is $2,477,000.00. 36. What is the anticipated budget for the scope of work? Response: At this time, there is not a specific budget for this contract set. The fiscal year 2017/2018 budget is $2,477,000.00.
37. What has the budget been in years past? Response: The fiscal year 2017/2018 budget is $2,477,000.00. 38. What kind of internal marketing/pr/advertising resources presently exist inside of Florida s Turnpike Enterprise? How many people are working in these areas and what is the breakdown of their responsibilities? Response: 1) 1 Marketing and Communications Director 2) 1 Public Outreach Manager 3) 3 Public Information Officers 3) 1 Project Manager 4) 2 Graphic Designers 39. What has been the annual marketing and public relations budget spent each year over the last two years? Response: The fiscal year 2016/2017 and 2017/2018 budget was $2,477,000.00. 40. What percentages of the current marketing and public relations budget is dedicated to the following: online (search and display), TV (broadcast and cable), video (non-broadcast), social media, print, radio, direct mail, OOH (Out of home), email marketing and public relations? Response: Online (Search and Display) 1.5% TV (Broadcast and Cable) 0.0% Video (Non-Broadcast) 1.8% Social Media 0.0% Print 2.9% Radio 17.7% Direct Mail 0.2% OOH (Out of Home) 70.7% Email Marketing 5.2% Public Relations 0.0% Total 100.0%
41. What is the rationale behind moving forward with marketing and public relations agency services specifically? That is, has an anticipated need or a specific area of focus prompted this RFP? Response: The Department is looking for general marketing services and support. Examples of specific initiatives are to increase SunPass participation, brand awareness and overall use of Florida s Turnpike system. 42. What are the main components of work for the SunPass retail program? Will Agency be responsible for SunPass packaging, printing, and in-store marketing? Response: The awarded Agency may be responsible for designing SunPass packaging and in-store marketing. Printing of the packaging and packaging of the SunPass transponders are handled by a separate vendor. 43. Will agency be responsible for supplying marketing and environmental design (signage, information graphics, etc.) to Florida s Turnpike Enterprise architects and interior designers for the service plazas and offices. Response: No. 44. Are there certain media markets or outlets that are of primary interest? Response: Wherever there are Department operated toll roads and/or bridges. 45. Will outreach beyond state level policymakers be part of the marketing and public relations effort? If so, can you elaborate on the related goals and objectives? Response: No. 46. Will Agency create content and develop (or consult on the content and development of) the Florida s Turnpike Enterprise website, SunPass website, and marketing landing pages hosted by Florida s Turnpike Enterprise? Response: The Department anticipates that the awarded Agency will provide recommendations on content for websites. 47. Can Primary Agency s insurance include and indemnify subs in lieu of each sub having their own insurance policy with Florida s Turnpike Enterprise as a named insured?
Response: Windy. 48. Will agency be responsible media buying and if so will there be an agency commission fee? Response: Yes, the awarded Agency will responsible for media buying. There is no specified commission rate. All proposals with and without a commission rate will be considered. 49. Will there be any monthly retainer paid as part of this relationship for ongoing costs related to account management, etc.? Response: No. 50. Will agency also assist the business development team with their efforts? Response: Yes, as directed by the Department. 51. Will agency assist Florida s Turnpike Enterprise with planning and execution of public hearings? Response: Possibly, as directed by the Department. 52. Is there an overall budget approved for this effort? Is there a historical budget range for similar projects approved in the past? If applicable, what was the overall budget last year? Response: At this time, there is not a specific budget for this contract set. The fiscal year 2017/2018 budget is $2,477,000.00. 53.What has been the budget breakdown in the past? What share per media and what is the media mix?
Response: Online (Search and Display) 1.5% TV (Broadcast and Cable) 0.0% Video (Non-Broadcast) 1.8% Social Media 0.0% Print 2.9% Radio 17.7% Direct Mail 0.2% OOH (Out of Home) 70.7% Email Marketing 5.2% Public Relations 0.0% Total 100.0% 54.Do you currently have an Agency of Record? If so, has the incumbent agency been invited to bid? Response: Yes. The current incumbent can submit a proposal on the project. 55.Is the plan to include components addressing Hispanics and/or other multicultural segments? If so, will a supplemental budget be available for that purpose? Response: Yes, the Department anticipates that the awarded Agency will include components addressing Hispanics and/or other multicultural segments. There will not be a supplemental budget for this purpose. 56.Could you share information on the current brand positioning and/or any other future enhancement plans that you may have currently available? If no research is available, will a selected agency be commissioned to conduct market research? Response: The Department anticipates that the awarded Agency will conduct market research. 57.May an agency partner with another agency for full range of services? For example, an ad agency with a PR firm? Response: Yes
58.How is the day-to-day approval process and who would be the key contact? Response: The key contact will be the marketing department s Project Manager. All approvals will be coordinated through the Project Manager. Department Senior Management will have the final approval.