DATE: June 30, 2017 Contracts and Procurement Department 1526 East Forrest Avenue, Suite 400 East Point, Georgia 30344 Telephone: 404.270.7138 Fax: 404.270.7824 www.eastpointcity.org TO: FROM: RE: All Prospective Providers Dena Y. Ray, Contract Specialist RFP No. 2017-1645 Contract for Professional Marketing, Public Relations, and Communications Services for the City of East Point, Georgia ADDENDUM NUMBER 3 Prospective Providers are hereby notified that this Addendum shall be attached to and made part of the above named Solicitation and Contract Documents. Instructions: Acknowledgement of receipt of ADDENDUM NUMBER 3 is required from each and every participating Prospective Provider. An original signed copy and the specified number of photocopies of ADDENDUM NUMBER 3 are required to be included with your valid solicitation submittal. Omission of this acknowledgement or failure to supply the correct number of copies may result in a Prospective Provider s submission being deemed as non-responsive in nature. Prospective Providers have submitted the following seventy-six (76) inquiries to the City. The City has provided the responses that follow. Question #1 We would love to participate in this RFP; however, the deadline timing is proving difficult for our team. Our office is closed several days the week prior in observance of the July 4th holiday. We d like to request a deadline extension to July 17th in order to respond. Answer #1 The City is denying your request for an extension of the RFP Due Date. All response packages will be due no later than 3:00 P.M. on Friday, July 14, 2017. Question #2 Who does the City of East Point feel are their competitive and aspirational peers? Page 1 of 16 pages
Answer #2 The cities of Decatur, College Park, Union City, Newnan, and Douglasville are viewed as our competitive and aspirational peers. Question #3 Who / what are the top target audiences for the City of East Point with this campaign / Contract? Answer #3 Millennials and professionals are the primary targeted audience for this East Point campaign / Contract. Question #4 What is the single most important thing to communicate to your audience about the City of East Point? Answer #4 The City feels the single most important thing to communicate to our intended audience is that we are a safe community and we are definitely open for business. Question #5 What does the City of East Point have to offer that surrounding Metro Atlanta cities can t offer? Please be as specific as possible. Answer #5 The City of East Point can offer a convenient proximity to MARTA and the Hartsfield Jackson International Airport, and quality housing located within the Perimeter that is affordable and attractive. Question #6 In terms of this Contract, what are the three (3) biggest issues for the City of East Point? Answer #6 The City of East Point considers the following are three (3) biggest issues: 1. Effective Communication 2. Crisis Management 3. Identity Question #7 In terms of this Contract, what are the three (3) biggest opportunities for the City of East Point? Answer #7 The City of East Point considers the following the three (3) biggest opportunities: 1. Proximity to the City of Atlanta, the Hartsfield Jackson International Airport, and the MARTA rapid rail station. 2. Affordability of quality housing located within the Perimeter 3. The City s eagerness and desire to launch a new brand identity Page 2 of 16 pages
Question #8 Is there any research or existing information on perceptions of the City of East Point that the City can share? Answer #8 The City of East Point has no quantified research or existing information that we can share at this time. Question #9 Can the City share any data or research from the City of East Point that can be useful as we plan our proposals? Answer #9 The City has very little quantified data or validated research that we can share at this time. Question #10 What are the main objectives of the marketing and PR plan? Example: attract residents, increase businesses within the area, generate tourism, etc. Please be as specific as possible. Answer #10 The main objectives of the both the marketing plan and PR plan is to provide the City with a comprehensive set of strategies to positively promote the City and to engage our residents, businesses, and investors on a regular basis in discussions and dialog that will educate, enlighten, and edify both them and the City. Question #11 What is the ultimate goal of the campaign / Contract drive economic development, tourism, residential growth? Please be as specific as possible. Answer #11 The goal of the campaign / Contract will be to do all of the above and to highlight the City s new brand identity. Question #12 From a Public Relations standpoint, please describe some of the usual PR challenges your City faces. Answer #12 The City has had to face negative news media reports and negative comments posted on social media, etc., and had to overcome negative public perceptions of our City. Question #13 What is the City s new re-branding strategy? Please be as specific as possible. Answer #13 Page 3 of 16 pages
We have nothing to share at this time. We have just recently change our City s logo, and wish to take the rebranding from there by putting a new City image before the public. Question #14 Is developing new key messaging and positioning for the City required within the Scope of Services? Answer #14 Yes, most definitely developing new key messaging and positioning for the City will be required within the Scope of Services. Question #15 It has been noticed the City has two (2) different websites: downtowneastpoint.com and eastpointcity.org. The two (2) websites have completely different branding styles. Is there a particular reason for this? If so, please explain. Answer #15 The City of East Point has only one (1) official website - eastpointcity.org. The other website belongs to a private entity and the City has no control over the content of that website. Question #16 Will the City s website maintenance and enhancement be a part of this solicitation s Scope of Services? Answer #16 No, the City s website maintenance and enhancement is not a part of this solicitation and will not be part of the resulting Contract. Question #17 Regarding developing, implementing and in some cases hosting web or social media events, is the City looking for website design and development services? If so, can the City provide more information regarding the type of site needed? Answer #17 No, the City is not looking for website design and development services. Website design and development services are not a part of this solicitation and will not be part of the resulting Contract. Question #18 How and when does the City normally advertise? Answer #18 The City is always in the process of advertising some event or public hearing or program on one media source or another. Advertising takes place in a variety of places such as newspapers, on line, on Cable Channel 22, etc. Page 4 of 16 pages
Question #19 What is the capacity of the City s Marketing Team? How many individuals are currently on the team? Answer #19 The City has no formal Marketing Staff per se, but the City does have three (3) employees who have a role in the City s communications. Question #20 Which types of media would the City prefer to see recommended by Prospective Providers during the Contract term, i.e., radio, TV, digital, print, etc. Answer #20 The City is interested in reviewing recommendations from all of the above sources and types of media during the Contract term. Question #21 Is there a Media Strategy currently in place? If so, please describe it. Answer #21 No, the City does not currently have a Media Strategy in place. Question #22 Has the City identified an Advertising Budget for Fiscal Year 2018? If so, how much is it? Answer #22 Yes, the City has identified an advertising budget for Fiscal Year 2018, but declines to reveal it at this time. Question #23 Is there a Media Budget currently in place? If so, how much is the Media Budget for Fiscal Year 2018? Answer #23 Yes, the City has identified a media budget for Fiscal Year 2018, but declines to reveal it at this time. Question #24 To what degree of Crisis Management does the City desire PR coverage? Please provide an example. Answer #24 When there are false or negative statements made in the press or in the public arena about the City or its officials or administration, the City will be in need of prepared professional responses to offer in rebuttal. Page 5 of 16 pages
Question #25 Who or what does the City s current communications team consist of? Answer #25 The City has three (3) employees who have a role in the City s communications. Question #26 What social media platforms does the City currently utilize? Answer #26 The City currently utilizes the social media platforms of Facebook, Twitter, and Instagram. Question #27 Our research indicates there are duplicate social media platforms (two Facebook accounts, two Twitter accounts, etc.) for your City. Was this done purposely? If so, what was the objective? Answer #27 No, the City did not intend to have two (2) Facebook accounts and two (2) Twitter accounts; this was not intentional. If the sites that appear to be duplicates belong to the City of East Point and not to private entities, the City will need assistance in unifying the accounts and eliminating the duplications. Question #28 Does the City of East Point have a Social Media Manager that would manage the day-to-day channel management or would it prefer for the agency partner to handle the content, management, and moderation of these channels? Answer #28 Yes, the City does have a Social Media Manager who will manage the day-to-day channel management. Question #29 Is the City of East Point open to a new strategy for its social media channels and ongoing content support for these channels? Answer #29 Yes, the City of East Point is very open to a new strategy for its social media channels and ongoing content support for these channels. Question #30 Will the City be turning your social media and website over to the Selected Provider to manage and place content on, or will the Selected Provider just be providing content and strategy for your City s internal team and staff for them to post and engage? Answer #30 Page 6 of 16 pages
No, it is not the City s intent to turn the City s social media and website over to the Selected Provider to manage. The City s intent is to obtain advice, guidance, and recommendations for content and strategies for the City s implementation. Question #31 Please describe the types of social media events the City referenced in the solicitation. Is the City referring to conducting actual citizen webinars or taking physical events online through Facebook Live, etc.? Answer #31 Yes, the City is very interested in conducting actual citizen webinars and taking physical events online through Facebook Live, as well as any other similar media events that may be used to educate, enlighten and engage the public. Question #32 In reference to this solicitation, what are considered the City s sanctioned events? Answer #32 Three (3) of the City s sanctioned events that come to mind at the moment are the Business After Hours event, the City s Halloween celebration, and the Taste of East Point celebration. Question #33 Which area of East Point does the City want to focus on for outdoor events? Answer #33 The City s downtown / Main Street area is the area of East Point that the City wants to focus on for outdoor events and activities. Question #34 Are family-focused events a priority for the City? Answer #34 Yes, most definitely family-focused events are a priority for the City. Question #35 What priority does the City give to seasonal or holiday events? Answer #35 The City gives a high priority to holiday events, especially those holiday events that are City-sanctioned events and promote a positive image for the City. Question #36 Based upon our research, most of East Point s outdoor events are single dates and are three (3) to five (5) hours in length. Would East Point consider a multi-day weekend indoor or outdoor event? Page 7 of 16 pages
Answer #36 Yes, the City of East Point would be very interested in giving consideration to hosting a multi-day weekend indoor or outdoor event if it results in a positive image for the City. Question #37 At what location does East Point host their primary convention center type events? Answer #37 The City s convention center type events are usually scheduled / hosted at the Georgia International Convention Center (GICC) in College Park. Question #38 Has the City identified an events budget? If so, what is the amount of the City s events budget for the 2018 Fiscal Year? Answer #38 Yes, the City has budgets for events identified and set aside. The budgets for events are outlined in as a specific line item by the various individual departments, and therefore, the City cannot provide every departments individual event budget at this time. Question #39 Is the pricing the Prospective Provider should consider for the planning of an event only or will it include all hard costs related to the proposed events? Answer #39 The Prospective Provider should consider both the cost of planning an event as well as the hard costs related to conducting the events they may propose. Question #40 Will all services provided be billable as performed or are they to be billed on a bi-weekly basis? Answer #40 All services will be billable as performed. Question #41 Do you require a seven (7) or fourteen (14) day Net? Answer #41 The City s terms for payment are net 45 days. Question #42 The Scope of Services includes several requirements that are difficult to price on a lump sum basis, including: Page 8 of 16 pages
Providing direction and oversight of the City s communications response in the event of a crisis situation Providing existing City personnel with day-to-day professional public relations and marketing support as may be needed or requested; and Producing professional written copy and creative marketing materials for newsletters, flyers, posters, social media and/or print advertising as may be needed or requested. Since these services are only provided on an as needed basis, can the City provide the number of labor hours used in the past for these items or a percentage of the work these items are expected to be? Answer #42 The exact amount of time per week / per month the Selected Provider should expect to spend in servicing the City s Contract will be contingent upon several unknown factors that cannot be predicted at this time. Question #43 With regards to the solicitation, I would like to ask if there is - or if there will be forthcoming - an annex or appendix or addendum that contains specific workload data points regarding the specific tasks and services that are listed on page one (1) of the RFP. Having specific workload data to review will help us in our pricing and estimating process. Answer #43 The exact amount of time per week / per month the Selected Provider should expect to spend in servicing the City s Contract will be contingent upon several unknown factors that cannot be predicted at this time. Question #44 What is the structure for the financial proposal? Will the City provide a template or are the Prospective Providers free to create our own? Answer #44 The City has provided a downloadable Per Fiscal Year Price Sheet on the City s website for the use of the Prospective Providers. This will be a Lump Sum Contract. Any and all of the services performed must be provided under the agreed upon per fiscal year pricing. The City will NOT provide payment for the services performed by the Selected Provider on a per hour, or per task, or per project basis and will reject any and all invoices that are submitted with such pricing. The exact amount of time per week / per month the Selected Provider should expect to spend in servicing the City s Contract will be contingent upon several unknown factors that cannot be predicted at this time. Page 9 of 16 pages
Question #45 Can you explain / detail how changes to the executed Contract may be handled, i.e., is there a formal approval process that involves the City Council, Mayor, or is it handled at the Department level, etc.? Answer #45 Once a Contract is entered into between the Selected Provider and the City, amendments to that Contract will involve the City Manager, the City s legal team and the consent of the City Council and the Mayor. The City does not anticipate having to amend this Contract to obtain the services requested. Question #46 Can the City provide guidance on the budget for the Project? What type of budget has been set aside for this Contract / Project? Answer #46 The City declines to discuss the projected or anticipated budget assigned to open solicitations. Question #47 What is the prospective budget for this Contract / Project? Answer #47 The City declines to discuss the projected or anticipated budget assigned to open solicitations. Question #48 What organization(s) is / are funding this initiative? Answer #48 The City of East Point will fund this Project / Contract. Question #49 How many agencies are part of this RFP process? Is this an open call? Answer #49 The City of East Point is the only entity involved in this RFP process. Question #50 Where is the funding coming from regarding the Scope of Services in this RFP? Answer #50 The City of East Point will fund this Project / Contract. Question #51 Is there an incumbent for these services? If so, who is it? Answer #51 Page 10 of 16 pages
No, there is not an incumbent for these services. Question #52 Does the City currently work with a creative, PR, or marketing agency / firm / individual? If so, why is the City looking to change Providers? Answer #52 No the City does not presently have a firm or individual in this capacity. Question #53 Has the City previously worked with a PR agency to conduct a PR, communications, or marketing effort before? If so, are there any key learnings positive or negative - about that partnership or work that you can share that might be relevant to the new Selected Provider? Answer #53 The City has worked with firms in the past, however, there are no key learnings about that prior partnership that would be beneficial to this proposal. Question #54 What has worked well in engaging and educating your target audiences in the past? What has not worked well? Answer #54 The City has found the use of direct mailing and social media to be effective. The City has no knowledge of what might not have worked well to share. Question #55 What are your existing most successful marketing programs for the City of East Point? Why have they been successful? How do you measure the success? Answer #55 The City currently has no marketing programs in place so the City is unable to answer this question. Question #56 What does success look like at the end of two (2) years? How will the City of East Point determine that the Selected Provider has been successful? Answer #56 The City currently has no marketing programs in place so the City is unable to answer this question. Question #57 Who are the decision makers for the RFP process? What are each of their roles? Answer #57 Page 11 of 16 pages
An Evaluation Committee will be selected by the City Manager to evaluate the proposals received. The Evaluation Committee will individually and objectively score the proposals from each Prospective Provider using the scoring criteria published in the solicitation documents. The Contracts and Procurement staff will tabulate the scoring of the Evaluation Committee team members and present the proposal scores to the City Manager. The City Manager will review the scoring and make a recommendation for award to the City Council. The City Council will formally and officially award the Contract. Question #58 When does the City expect to make an award for this Contract? Answer #58 The City anticipates making an award for the Contract no later than September of 2017. Question #59 What are the timelines associated with the decision process of the RFP and for the Project? Answer #59 The evaluation of the RFP, review of the RFP scores, and consideration of a firm will be completed no later than the end of August 2017, with the Contract being voted on by Mayor and City Council no later than September of 2017. Question #60 What is driving the timing for this RFP? Answer #60 There are upcoming events and programs that the City feels it needs assistance with. In addition, the City desires to and is eager to move forward with our new branding initiative. Question #61 Who will be the client s point-of-contact for the agency you select? Answer #61 Renita Shelton, the City s Public Information Officer, will be the Selected Provider s point of contact for the City. Question #62 In addition to pricing and relevant experience, what is most important to you in selecting an agency partner? Answer #62 Both the pricing and experience of the firm will be considered heavily in our decisionmaking process. Please reference the Scoring Criteria published in the solicitation documents. Page 12 of 16 pages
Question #63 Can the Selected Provider make use of subcontractors from outside of the state of Georgia? Answer #63 That is entirely up to the prime firm, as long as the work is not impaired by the location of the subcontractor. Question #64 If the entire Scope of Services can be completed by the Prospective Provider, is a subcontractor required? Answer #64 No, a subcontractor is not required if the Prospective Provider can provide all of the services listed in the Scope of Services as an individual entity. Question #65 Is the City interested in receiving media buying services proposals as well? Answer #65 Prospective Providers must be able to provide all of the services indicated in the City s Scope of Services. Individuals or firms or agencies that cannot do so, will have to partner with other individuals or firms or agencies that can provide the services they cannot by forming a Joint Venture. Proposals from individuals or firms or agencies that cannot provide all of the services stipulated in the solicitation documents will not be given award consideration by the City. Question #66 We are considering making a bid for the digital elements of the RFP. Would this be considered? Would the City consider splitting the contract if specialized skills and budgets were demonstrated? Answer #66 Prospective Providers must be able to provide all of the services indicated in the City s Scope of Services. Individuals or firms or agencies that cannot do so, will have to partner with other individuals or firms or agencies that can provide the services they cannot by forming a Joint Venture. Proposals from individuals or firms or agencies that cannot provide all of the services stipulated in the solicitation documents will not be given award consideration by the City. Question #67 Can the references be provided by any company that is a member of the Team of Providers / Joint Venture, or do the references have to be provided by the Prime alone? For instance, if an event production firm is brought in to assist with event execution, should a Prospective Provider list references for their work history? Page 13 of 16 pages
Answer #67 The required professional references must be based upon the Prime s history. If the Responder is a Joint Venture, the references provided should indicate the strength of the Joint Venture. The Prime will be fully and completely responsible for any and all work performed by subcontractors. In the case of a Joint Venture, the partners are equally responsible for the work performed. Question #68 Please explain why the City of East Point is asking each Prospective Provider to submit a Sample Legal Agreement, especially when the City details the standard clauses contained in that agreement? Answer #68 In the case of Requests for Proposals (RFP s) and Requests for Qualifications (RFQ s), the City has always required the Prospective Provider to supply a Sample Legal Agreement. Furthermore, the City s Municipal Code very clearly states that the City cannot enter into a Contract that does not contain the standard clauses that are listed as required inclusions in the Sample Legal Agreement. This process allows the City to award Contracts in a more expedient manner. Question #69 Will the Sample Legal Agreement be used to evaluate Prospective Providers? If so, what will be its scoring weight? Answer #69 Please reference the solicitation documents for the answer to the question. Question #70 Can the Sample Legal Agreement be submitted after the Contract award? Answer #70 Please reference the solicitation documents for the answer to the question. Question #71 Given the 40-page count maximum, are we allowed to provide brief bios instead of full resumes for staff given the limited page count? Answer #71 Please follow the instructions provided in the solicitation documents. Question #72 Does the business owner only need to fill out the S.A.V.E. Affidavit form? Please clarify. Answer #72 The S.A.V.E. Affidavit must be completed by the Awardee. Since the S.A.V.E. Affidavit is a Federal form required by the Federal government, please refer to Page 14 of 16 pages
Federal Guidelines for the answers to any questions regarding the form. Question #73 Do we need to provide a professional portfolio as part of our response? Answer #73 Each Prospective Provider s professional portfolio should be completed no later than the RFP Due Date, but is not a required submittal with the Response package. If the City makes a determination that it would like to see a Prospective Provider s professional portfolio, the portfolio must be immediately available at the time of the City s request, with no wait time involved. Question #74 Can the single unbound original copy of the response be placed in a binder? Answer #74 Please follow the instructions provided in the solicitation documents. Question #75 What are the amounts of insurance required for the Certificate of Insurance? Answer #75 Please reference the solicitation documents for the answer to the question. Question #76 Can companies from outside of the United States bid on this solicitation, like from India or Canada? Would regular meetings in East Point, Georgia, be required, or could they be conducted via Skype or the Internet? Would it be possible to perform the tasks required from outside of the United States, like from India or Canada? Can a Prospective Provider submit their proposal via email? Answer #76 Please reference the solicitation documents for the answers to the questions. Any and all other terms, conditions, requirements, responsibilities and / or expectations contained in the original solicitation shall remain as is, and shall not be altered, edited and / or changed in any manner by the inclusion of ADDENDUM NUMBER 3 in the original solicitation package, except as specifically referenced in the addenda. END OF ADDENDUM NUMBER THREE REMAINDER OF PAGE LEFT BLANK INTENTIONALLY Page 15 of 16 pages
This is to acknowledge receipt of and adherence to ADDENDUM NUMBER 3, this day of, 2017. Printed Legal Name of Authorized Representative / Title Signature of Authorized Representative / Date Page 16 of 16 pages