DOUGLAS R. ACKERMAN EXECUTIVE DIRECTOR PHONE: 863-537-3999 FAX: 877-352-2487 STATE OF 1 FLORIDA DEPARTMENT OF CITRUS 605 EAST MAIN STREET / BOX 9010 / BARTOW, FLORIDA 33831 www.floridacitrus.org MARTIN McKENNA CHAIRMAN FLORIDA CITRUS COMMISSION Date: May 13, 2015 Project Number: RFP 14-05 Project Title: PR/Media Relations OVERVIEW The following document reflects the FDOC s response to questions produced by firms anticipating submittals in response to the above-referenced RFP. Rather than group questions by agency, we have attempted to group them in a topical/logical manner, and we have engaged in some efforts at consolidation, to minimize redundancy (which was predictably abundant). We also note that some of the questions from agencies raised questions for us that we feel important to anticipate, even though they may not have been directly asked. These key points include the following: Both of our pending RFP s are entirely new. They are not extensions of prior work. They represent a strategic shift in agency utilization. Responding agencies should pay close attention to the scoring rubric presented in the RFP. As is emphasized below, we have not asked for creative pitches, FDOCspecific insights, program proposals, rate cards or budgets. We do, however, require insight into your strategic and tactical approach (philosophically and practically), and each of the other elements identified under Evaluation Criteria. Agencies should not make those elements difficult to find or assess in their proposals. There is, understandably, great interest in what the expectations would be for semifinalists and finalists. (We see the same calendar you do, and we worry about timelines as well and we don t wish to put undue stress on your valued staff members over things like weekends and holidays.) Please know that we intend to utilize the subsequent stages of the selection process to get deeper insight into how particular agencies operate and what their capacities are. We will attempt to radically minimize the amount of new creative any agency involved in the process needs to generate at each stage. The ask, for instance, will be for something like a very specific, very limited project-based brief, rather than for the development of an entire 1 Maximize consumer demand for Florida citrus products to ensure the sustainability and economic well-being of the Florida citrus grower, the citrus industry and the State of Florida. The Florida Department of Citrus is an Equal Opportunity Employer and Agency.
brand or campaign. We will look, at those later stages, for high-level budgets and rate cards, rather than tactical-level cost allocations. We are more interested in who you are and what you do and how you do it rather than asking you to tell us what you ll do for us. We ll work that out together, if the fit is right. Please keep in mind that the language under Considerations (specifically, the indications under Amount and Cost Management Plan/Program Summary ) relates to discussions we will have with the successful vendor and need not be addressed in your Response to the RFP. Please know that further questions will be accepted from advancing agencies prior to each of the next two stages. 2
TECHNICAL/PROCEDURAL QUESTIONS 1. Question: How many agencies are in the initial search? How many will advance to a second round? Answer: At this time we are aware of 25 agencies that have expressed an intent to respond to RFP 14-05, including two agencies with whom we work currently. (That number may or may not reflect the ultimate number of responses we receive.) We anticipate identifying approximately six agencies as semi-finalists, and there are no points added or deducted for incumbent status or prior relationships. 2. Question: Do we need to register as a vendor (as noted in Execution of Proposal; section of General Conditions) before we submit our proposal? Answer: We do not require you to register to submit a proposal; however, if you are the agency we select, you will be required to register prior to beginning business with the Department of Citrus. 3. Question: May we treat these as one response or are we required to furnish two separate submissions? If we must submit two submissions, can we still make crossreferences in our proposals i.e. can we demonstrate how to tactics and strategies are related? Answer: We are engaged in two, parallel (and obviously related) RFP processes. We anticipate that multiple responding agencies will have an interest in both processes, and we welcome participation by agencies in both. However, we expect the selection process for each RFP to be separate and distinct. Firms participating in both RFP s are neither at an advantage nor a disadvantage, and firms participating in only one RFP are neither at an advantage nor a disadvantage. Having said that, a firm responding to both RFP s would, most likely, have significant overlap between the two responses. That is fine. What is not fine is to leave required information out of one response because it was included in the other. We will not expect reviewers to cross-reference or flip back and forth between twin proposals. 4. Question: With regard to references, do we need to provide five separate references for each proposal? Answer: Each proposal needs to stand alone. Having said that, there is no reason that the same references included on one response could not also appear on the other. 5. Question: We were unable to locate forms PUR 1000 and PUR 1001 on the website http://dms.myflorida.com/purchasing. Can you help direct us to the forms? Answer: http://www.dms.myflorida.com/business_operations/state_purchasing/documents_fo rms_references_resources/purchasing_forms 3
6. Question: Regarding PUR 1000 and 1001, are you looking for us to send them back initiated as read and understood? Currently there is no place for that within the documents. Answer: Yes, please send as part of your proposal. By including the forms with your proposal, which is required, you are indicating that you have read and understand them in their entirety. 7. Question: Can we submit videos as supplementary materials? Answer: Yes. Supplemental information is welcome. However, reviewers will not be required to view such supplemental information, and it will not necessarily be scored. 8. Question: You ask for one case per RFP. Can we include additional relevant cases as support or only one each? Answer: As noted above, supplemental material is welcome. You may include as many additional cases as you choose to. However, reviewers will only be expected to review the primary case and, with any cases you present, it must be obvious to the reviewer what role your agency played in the case. 9. Question: Are bios enough to satisfy the request for resumes under required documents? Answer: We will leave it up to each agency to determine how best to document the quality of key personnel implicated in the response. A traditional resumé format is not required. 10. Question: Please elaborate on the Department s position vis-à-vis Conflict of Interests. (Is there any flexibility?) Answer: As indicated in the RFP (page 8, C.g.3., Possible Client Conflicts (and resolution) ), we expect potential conflicts to be disclosed and welcome the agency s perspective as to the degree of conflict and what measures might be taken to mitigate the conflict. 11. Question: Form PUR 7033, 1 st paragraph of General Conditions states Proposal prices not submitted on attached proposal price sheets when requires shall be rejected. There are not proposal price sheets attached. In what format should the price proposal be submitted? Answer: This language was included in the RFP in error. We apologize for the confusion. Initial responses to the RFP do not need to include cost/pricing information, which will be considered at a later point in the process. We do not need your rate card or your budget at this point. We do, however, require your response to the Financial Control/Risk Assessment information noted on p. 10 of the RFP. 4
12. Question: What type of contract (e.g. Time and Materials, Firm Fixed Price) does the FDOC anticipate awarding? Answer: We have not made a decision on this and would expect to consider this collaboratively with the selected vendor. Given the nature of the work, however, we think it is unlikely that we would do much of this work on an FFP basis (or that such a basis would ultimately be attractive to the agency involved). 13. Question: Will travel from out-of-state to Florida be a reimbursable expense that is allowable under the contract? Answer: Yes. Please see Item C ( Travel ) on page 10 of the RFP. 14. Question: Are the budgets entirely separate meaning should programming tactics ladder up to the two specific proposals vs. a holistic budget that is broken out? Answer: RFP s do not need to include a budget. Rather, responses will be evaluated for the quality of their Strategic and Tactical Approach (p. 8), relative to the anticipated available budget. 15. Question: Will there be an additional assignment/ask in round 2 meetings (w/o June 1)? Answer: Yes. The nature of that ask will, in part, be determined by our perspective on the semi-finalists that emerge. We will use that next round as an opportunity to gain additional insight into the semi-finalist agencies and to facilitate those agencies more thorough engagement with our organization. Additionally, please be aware that we will engage in a similar, transparent Q&A process with advancing agencies at each subsequent stage (semi-finalist & finalist) of the process. 16. Question: Is it preferred that the agency of record is minority or small business certified? Answer: This contract is not designated as a certified minority vendor only contract. 17. Question: Who is a part of the decision making team for this RFP? Answer: The initial review will be made by FDOC staff, with the potential input of an FCC Commissioner. The review panel will provide its input to the Director of PR, who will ultimately make a recommendation to the executive director and the Florida Citrus Commission, who retain ultimate decision-making authority. 5
CONTEXTUAL QUESTIONS 18. Question: How (and when) is the budget determined? Answer: The FDOC is funded (almost exclusively) by revenue derived from a box tax paid by Florida s citrus growers. Thus, our budget is directly related to crop production. The FDOC operates on a July 1 June 30 fiscal year. Each May we receive preliminary budget allocations for the following year, with plans presented and approved in June. As crop forecasts are updated throughout a season, budget allocations may be adjusted accordingly. PR/branding is one of the FDOC s top two functions (the other being shopper marketing) and continues to receive the most substantial funding. The relative size of media relations budget to our advertising or other PR expenditures will be determined strategically by FDOC staff, with the approval of the Florida Citrus Commission, based on available funding and opportunity cost and R.O.I. evaluations. 19. Question: Who do you sell to? Countries, retailers? Answer: The FDOC does not sell anything to anyone. Please see http://www.floridacitrus.org/newsroom/about/ for more information. 20. Question: What are the largest issues and/or challenges that you are currently facing? Answer: As a public agency, based here in Florida and operating globally, our challenges are well-documented. Production has declined precipitously, and, at the same time, the beverage category has become increasingly competitive. Additionally, we face many of the same challenges any organization like ours faces. 21. Question: Who is/are your target audience/key stakeholder groups? How does this differ across functions (e.g. branding, media relations, crisis, etc.)? How would you prioritize audiences? Answer: We engage a variety of stakeholders, including consumers, growers, processors and influencers (such as journalists, health and nutrition experts, culinary specialists, etc.). The focus of RFP 14-05 is media relations, and the ultimate objective (even if indirectly, via influencers) is to impact consumers. 22. Question: What research can you share with us (sales data, market data, forecasts)? Answer: A variety of data is available at http://fdocgrower.com/economics/. 6
23. Question: Is the 2013-2014 plan still being executed through 2015, or is a different plan in place until you find a new agency partner? Answer: The 2013-2014 marketing plan is not highly relevant to the work we expect to do in the 2015-2016 program year. More recent presentations made by FDOC s PR team at Florida Citrus Commission meetings may be accessed at http://fdocgrower.com/florida-citrus-commission/public-meetings/. 24. Question: How important is it for you to have someone with experience working in Asian-Pacific markets? Answer: The focus of this RFP is domestic. We have asked agencies to identify their organizational scope and areas of specialization, whatever that may be. 25. Question: What do your relationships with local, national and international markets look like? Answer: We are not aware of any bad relationships. We have a fairly robust history of engaging the U.S. domestic market. Our relationships with international markets is somewhat more recent but not new. 26. Question: Have you worked with PR firms previously and if so, why are you seeking a new firm? Answer: We have worked with a variety of agencies over the last 80 years. Over the last 15 months, we have been engaged in an evolving evaluation of our PR and branding strategies and the resource alignment necessary to be successful. The FDOC has positive, current relationships with firms currently under contract (Golin & The Food Group) and expect those relationships to continue, regardless of the outcome of the two, current RFP processes. The new RFP configuration represents a realignment of resources and an opportunity for the Department to identify the ultimate best fit partner(s) for us as we move forward. 27. Question: Is an incumbent agency in the mix? What are the names and services provided by the other marketing agencies? Answer: As noted above, we anticipate responses from two agencies with which we currently have relationships. We currently work with The Food Group on brand engagement, advertising and earned media programs and with Golin on issues management, grapefruit PR and a variety of international activities. 28. Question: Will you provide detailed briefs to agencies regarding the D.R.E.A.M. team program and the Foresee research? Answer: We are not familiar with these items. They appear, based on preliminary Google searches, to be associated in some way with the Florida Department of Corrections. 7
PROGRAMMATIC QUESTIONS 29. Question: What is the scope of the media relations and issues management work are there key international markets we should consider in our response? Answer: The focus of this RFP is domestic. 30. Question: Can you share the current program/budget? Answer: The current (i.e. 14-15) program budget for PR/branding activity is $7.32 million. Next year s budget for our team is likely to be comparable, and, within that amount, we expect to carve out a minimum of $2 million for our earned media activities. 31. Question: Regarding budget, page 6 states the budget will be approximately $2,000,000 to $4,000,000 per year, yet page 9 stipulates, The proposed budget for the PR/Media Relations activities are $2,000,000 maximum Would you please clarify? Answer: Good catch! Page 9 is in error. 32. Question: May we bill crisis rates during a crisis (and is that incremental) or must all issues/crisis management activities be covered off in the stated budget? Answer: Rate cards are not part of the first-round evaluation process. Rates would be subject to negotiation later in the process. 33. Question: Is Amazing Inside considered a settled element of the brand story to be used by selected agencies or will that be reviewed upon selection/hiring? Answer: The current branding program was initiated within the past year and has been very successful. We do not anticipate substantial changes to it within the next program year. 34. Question: Are there any expectations related to leveraging nutrition in the marketing strategy? Answer: We expect nutrition to remain a central element of our messaging. 35. Question: What are your PR specific goals? What would success look like to you? Answer: All PR goals would be referenced relative to the mission of the FDOC. Specific goals would be attached to strategies and tactics, which will be developed collaboratively with the successful agency. (Please note that a substantial component of first-round scoring is Measurement Approach. At this point it is imperative that we gain insight into your agency s approach to goal-setting and measurement.) 8
36. Question: Does the Department expect the firm selected to have staff fully embedded on site with your team? Answer: No. 37. Question: What is the perspective on proactive reputation management recommendations? Answer: We welcome counsel from our agency partners. 38. Question: While the RFP s are directed toward consumer engagement, what percent of the FDOC s effort is directed toward Florida s growers and processors? Answer: Virtually all of our budget is funded by Florida s growers. Therefore, they are top-of-mind in everything we do. Having said that, we have a separate industry relations budget that serves as our primary means for addressing those key stakeholders, as well the processors whose success is vital to the prosperity of our growers. 39. Question: Do you have any current partners, sponsors, relationships that could benefit PR? Answer: Yes. 40. Question: What executives do you have or use as spokespeople? Answer: Our three most frequently utilized in-house spokespersons are our executive director, our director of PR, and our registered dietician. 41. Question: In addition to promoting Florida citrus products, do you also seek media coverage of FDOC s executives, state initiatives, etc.? Answer: We want media coverage that is consistent with fulfilling our mission. 42. Question: What platform do you currently use for media monitoring? Are you looking to leverage a new platform? Answer: We currently use Vocus/Cision. We remain pragmatically open to alternative tools, based on an R.O.I. analysis. 9
43. Question: What other forms of advertising are you currently running? What is your media mix? Answer: RFP 14-05 does not implicate advertising. With that in mind, during the 14-15 year we have purchased advertising in a variety of media, including print, digital, social, and outdoor, as well as event-specific exposure. (In the not-too-distant past, almost all of our advertising investment was made in TV. In the current year, however, none of it was, and we would not expect to change that in the near future: our focus has been primarily on digital and social media, with some investment in print and minimal outdoor.) 44. Question: While the proposal request does not specifically require a plan, it does require cost estimates/management plans to perform the scope of work and notes that the evaluation will be 25% based on the strategic and tactical approach. Is it your expectation that agencies will come forward with plans and budgets to execute these plans, or is a range of budget for each broad category of activity acceptable at this early stage (accompanied by appropriate experience demonstration, etc.)? Answer: This is an excellent question. We are very interested in reviewing responding agencies general approach in the areas specified (see e. Strategic and Tactical Approach on p. 8 of the RFP). We do not expect to receive detailed budgets, and we would absolutely expect to develop our ultimate strategies and tactics collaboratively with the selected vendor. Keep in mind that, at this stage of the evaluation process, we are most interested in learning about each firm and its qualifications, insights, style and approach. We have not requested a creative pitch, program recommendations or budget though such elements may be implicated later in the process. 45. Question: Can you elaborate on Other Related PR Services on page 7? Answer: This language is intentionally broad. 10