Miami-Dade County

7/20/2026

Solicitation Packet for

Solicitation PM-RFP0000017

Marketing and Public Relations Services

Solicitation Designation: PUBLIC

Table of Contents 1 RFP0000017_Packet_for_Solicitation_.pdf 3 Subcontracting_Form_-_Group_A.pdf 46 Subcontracting_Form_-_Group_B.pdf 47 Lobbyist_Registration_Affidavit_-_Group_A.pdf 48 Lobbyist_Registration_Affidavit_-_Group_B.pdf 50 Form_1A_-_Price_Proposal_Schedule_-_Group_A.pdf 52 Form_1B_-_Price_Proposal_Schedule_-_Group_B.pdf 53

REQUEST FOR PROPOSALS (RFP)

EVENT NO.: RFP0000017

EVENT TITLE: MARKETING & PUBLIC RELATIONS SERVICES

PRE-PROPOSAL CONFERENCE TO BE HELD:

July 28, 2026 at 10:00 AM (local time) Microsoft Teams (Virtual Meeting)

ISSUED BY MIAMI-DADE COUNTY:

Strategic Procurement Department

(Through the Expedited Purchasing Program) for

Department of Cultural Affairs

MIAMI-DADE COUNTY CONTACT FOR THIS SOLICITATION:

Sally Contreras, Procurement Contracting Officer

111 NW 1st Street, Suite 1300, Miami, Florida 33128 Telephone: (305) 375-4121

E-mail: Sally.Contreras@miamidade.gov

PROPOSALS DUE:

AUGUST 20, 2026 AT 2:00 PM

IT IS THE POLICY OF MIAMI-DADE COUNTY (COUNTY) THAT ALL ELECTED AND APPOINTED COUNTY OFFICIALS AND COUNTY EMPLOYEES SHALL ADHERE TO THE PUBLIC SERVICE HONOR CODE (HONOR CODE). THE HONOR CODE CONSISTS OF

MINIMUM STANDARDS REGARDING THE RESPONSIBILITIES OF ALL PUBLIC SERVANTS IN THE COUNTY. VIOLATION OF ANY OF

THE MANDATORY STANDARDS MAY RESULT IN ENFORCEMENT ACTION.

(SEE IMPLEMENTING ORDER 7-7)

Electronic Proposal responses to this RFP are to be submitted through a secure mailbox at Integrated Financial Resources Management System (INFORMS) until the date and time as indicated in this document. It is the sole responsibility of the Proposer to ensure its Proposal reaches INFORMS before the Solicitation closing date and time. There is no cost to the Proposer to submit a Proposal in response to a Miami-Dade County Solicitation via INFORMS. Electronic Proposal submissions may require the uploading of electronic attachments. The submission of attachments containing embedded documents or proprietary file extensions is prohibited. All documents should be attached as separate files. Proposers must allow sufficient time to complete online forms and upload all Proposal documents. All information and documents must be fully entered, uploaded, acknowledged (“Confirm”) and recorded into INFORMS before the date and time of the INFORMS Solicitation End Date, or the system will stop the process and the submission will be considered late and will not be accepted. No part of a Proposal can be submitted via hardcopy, email, or fax. All expenses involved with the preparation and submission of Proposals to the County, or any work performed in connection therewith, shall be borne by the Proposer(s).

A Proposer may submit a modified Proposal to replace all or any portion of a previously submitted Proposal up until the Proposal due date. The County will only consider the latest version of the Proposal.

Requests for additional information or inquiries must be made in writing and submitted using the question/answer feature provided by INFORMS at https://supplier.miamidade.gov. The County will issue responses to inquiries and any changes to this Solicitation it deems necessary via written addenda issued prior to the Proposal due date and time (see Mandatory Online Forms and Addendum Acknowledgement Section of INFORMS site). Proposers who obtain copies of this Solicitation from sources other than through INFORMS risk the possibility of not receiving addenda and are solely responsible for those risks.

If you submit your proposal and subsequently an Addendum is issued, failure to resubmit the proposal by clicking on the “Submit Proposal” button, after acknowledging Addenda or making any edits to your proposal in INFORMS, will result in your proposal not being received by the County.

Document Page 3 of 53 https://teams.microsoft.com/l/meetup-join/19%3ameeting_MTNiOTA3ODUtN2U1Yy00YmIyLTg4Y2UtY2M0NGFkM2IxMWQw%40thread.v2/0?context=%7b%22Tid%22%3a%22fdde2c89-3838-45a3-b272-6cf08978701f%22%2c%22Oid%22%3a%22c436c715-0545-4c2e-86be-50accf75a4bb%22%7d mailto:Sally.Contreras@miamidade.gov https://supplier.miamidade.gov/

1.0 PROJECT OVERVIEW AND GENERAL TERMS AND CONDITIONS

1.1 Introduction

Miami-Dade County, hereinafter referred to as the County, as represented by the Miami-Dade County Department of Cultural Affairs (“CUA”), is soliciting Proposals for marketing and advertising services, as well as media and public relations services for the department’s cultural facilities and programs, on an as needed basis.

The County requires services in two (2) groups: A) Marketing and Advertising Services; B) Media and Public Relations Services. Proposers may apply for one (1) or both groups and may be awarded both groups. The County anticipates awarding a contract for a three-year period, with two (2), one (1) year options to renew, at the County’s sole discretion.

The anticipated schedule for this Solicitation is as follows:

Pre-Proposal Conference: See front cover for date, time, and place. Attendance is recommended but not mandatory.

Should you need an ADA accommodation to participate in Pre-Proposal Conference (i.e., materials in alternate format, sign language interpreter, etc.), please contact the Internal Services Department’s ADA Office five days prior to scheduled conference to initiate your request. The ADA Office may be reached by phone at (305) 375-2013 or via email at:

Skarlex.Alorda@miamidade.gov or Heidi.Johnson-Wright@miamidade.gov. TTY users may reach the ADA Office by calling the Florida Relay Service at 711.

Deadline for Receipt of Questions: August 3, 2026 at 12:00 PM Proposal Due Date: See front cover for date and time.

Evaluation Process: September/October 2026 Projected Award Date: November 2026

1.2 Definitions

The following words and expressions used in this Solicitation shall be construed as follows, except when it is clear from the context that another meaning is intended:

1. The word “Contractor” to mean the Proposer that receives any award of a contract from the County as a result of this Solicitation, also to be known as “the prime Contractor”.

2. The word “County” to mean Miami-Dade County, a political subdivision of the State of Florida.

3. The words “Joint Venture” to mean an association of two or more persons, partnerships, corporations, or other business entities under a contractual agreement to conduct a specific business enterprise for a specified period with both sharing profits and losses. The Joint Venture must be a legally formed entity prior to Proposal submission.

4. The word “Proposal” to mean the properly signed and completed written good faith commitment submitted by the Proposer in response to this Solicitation, as amended or modified through negotiations.

5. The word “Proposer” to mean the person, firm, entity or organization, as stated on the Submittal Form, submitting a Proposal to this

Solicitation.

6. The word “Responsible Proposer” shall refer to a Proposer that has the capability in all respects to fully perform the contract requirements and the integrity and reliability that will assure good faith performance.

7. The words “Responsive Proposer” shall refer to a Proposer that has submitted a Proposal that conforms in all material aspects to the

Solicitation.

8. The words “Review Team” mean the group of individuals who are tasked with reviewing, evaluating and scoring the Proposals submitted in response to this RFP.

9. The words “Scope of Services” to mean Section 2.0 of this Solicitation, which details the work to be performed by the Contractor.

Document Page 4 of 53 mailto:Skarlex.Alorda@miamidade.gov mailto:Heidi.Johnson-Wright@miamidade.gov

10. The word “Solicitation” to mean this Request for Proposals (RFP) or Request for Qualifications (RFQ) document, and all associated addenda and attachments.

11. The word “Subcontractor” to mean any person, firm, entity or organization, other than the employees of the Contractor, who contracts with the Contractor to furnish labor, or labor and materials, in connection with the Services to the County, whether directly or indirectly, on behalf of the Contractor.

12. The words “Work”, “Services”, “Program”, or “Project” to mean all matters and things that will be required to be done by the Contractor in accordance with the Scope of Services, and the terms and conditions of this Solicitation.

1.3 General Proposal Information

Pursuant to Florida Statutes Section 287.05701, Proposers are hereby notified that the County will not request documentation of, or consider, the social, ideological or political interests of a Proposer when determining if a Proposer is a responsible vendor nor will the County give preference to a Proposer based on the Proposer’s social, ideological or political interests.

The County may, at its sole and absolute discretion, reject any and all or parts of any or all Proposals; accept parts of any and all Proposals;

further negotiate project elements including but not limited to project fees, revenues or pricing; postpone or cancel at any time this Solicitation process; or waive any irregularities in this Solicitation or in the Proposals received as a result of this process. In the event that a Proposer wishes to take an exception to any of the terms of this Solicitation, the Proposer shall clearly indicate the exception in its Proposal. The County shall treat the Proposer's inclusion of exceptions, assumptions or alternate terms in the Proposal as requests to negotiate project elements, and the inclusion of same shall not result in the Proposal being deemed non-responsive. The County is not bound to accept any exceptions, assumptions or alternates during negotiations, and the County shall consider a Proposal submitted to be an offer to supply goods or services in strict compliance with the terms of this Solicitation. Exceptions, assumptions or alternates may be considered by the County during negotiations to the extent such exceptions, assumptions or alternates do not materially change any provision of the Solicitation. The County reserves the right to request and evaluate additional information from any Proposer regarding Proposer’s responsibility after the submission deadline as the County deems necessary.

The Proposer’s Proposal will be considered a good faith commitment by the Proposer to negotiate a contract with the County, in substantially similar terms to the Proposal offered and, if successful in the process set forth in this Solicitation and subject to its conditions, to enter into a Contract substantially in the terms herein. Proposer’s Proposal shall be irrevocable until Contract award unless the Proposal is withdrawn. A Proposal may be withdrawn in writing only, addressed to the County contact person for this Solicitation, prior to the Proposal due date and time, or upon the expiration of one hundred eighty (180) calendar days after the opening of Proposals.

As further detailed in the Submittal Form, Proposers are hereby notified that all information submitted as part of, or in support of Proposals will be available for public inspection after opening of Proposals, in compliance with Chapter 119, Florida Statutes, (the "Public Record Law”)

Any Proposer who, at the time of Proposal submission, is involved in an ongoing bankruptcy as a debtor, or in a reorganization, liquidation, or dissolution proceeding, or if a trustee or receiver has been appointed over all or a substantial portion of the property of the Proposer under federal bankruptcy law or any state insolvency law, may be found non-responsible.

To request a copy of any code section, resolution and/or administrative/implementing order cited in this Solicitation, contact the Clerk of the Board at (305) 375-5126, Monday- Friday, 8:00 a.m. – 4:30 p.m.

1.4 Cone of Silence

Pursuant to Section 2-11.1(t) of the Code of Miami-Dade County, as amended (the “Code”), a “Cone of Silence” is imposed upon each RFP or RFQ after advertisement and terminates at the time a written recommendation is issued. The Cone of Silence prohibits any communication regarding RFPs or RFQs between, among others:

potential Proposers, service providers, lobbyists or consultants and the County’s professional staff including, but not limited to, the

County Mayor and the County Mayor’s staff, County Commissioners or their respective staffs;

the County Commissioners or their respective staffs and any member of the County's professional staff, other than any professional staff member who is designated by the County Mayor to engage in such communications; or potential Proposers, service providers, lobbyists or consultants, any member of the County’s professional staff, the Mayor, County

Commissioners or their respective staffs and any member of the respective Competitive Selection Committee.

The provisions do not apply to, among other communications:

Document Page 5 of 53 oral communications with the staff of the Vendor Outreach and Support Services Section, the responsible Procurement Contracting Officer (designated as the County’s contact on the face of the Solicitation), provided the communication is limited strictly to matters of process or procedure already contained in the Solicitation document;

oral communications at pre-Proposal conferences and oral presentations before Competitive Selection Committees during any duly noticed public meeting, public presentations made to the Board of County Commissioners (the “Board”) during any duly noticed public meeting;

recorded contract negotiations and contract negotiation strategy sessions; or communications in writing at any time with any County employee, official or member of the Board of County Commissioners unless specifically prohibited by the applicable RFP or RFQ documents.

When the Cone of Silence is in effect, all potential vendors, service providers, bidders, lobbyists and consultants shall file a copy of any written correspondence concerning the particular RFP or RFQ with the Clerk of the Board, which shall be made available to any person upon request.

The County shall respond in writing (if County deems a response is necessary) and file a copy with the Clerk of the Board, which shall be made available to any person upon request. Written communications may be in the form of e-mail, with a copy to the Clerk of the Board at clerkbcc@miamidade.gov.

All requirements of the Cone of Silence policies are applicable to this Solicitation and must be adhered to. Any and all written communications regarding the Solicitation are to be submitted only to the Procurement Contracting Officer with a copy to the Clerk of the Board. The Proposer shall file a copy of any written communication with the Clerk of the Board. The Clerk of the Board shall make copies available to any person upon request.

1.5 Communication with Competitive Selection Committee Members Proposers are hereby notified that direct communication regarding this Solicitation, written or otherwise, to individual Review Team) Members or, to the Review Team as a whole, are expressly prohibited. Any oral communications with Review Team Members other than as provided in Section 2-11.1 of the Code, are prohibited.

1.6 Public Entity Crimes

Pursuant to Paragraph 2(a) of Section 287.133 of the Florida Statutes, a person or affiliate who has been placed on the convicted vendor list following a conviction for a public entity crime may not submit a Proposal for a contract to provide any goods or services to a public entity; may not submit a Proposal on a contract with a public entity for the construction or repair of a public building or public work; may not submit Proposals on leases of real property to a public entity; may not be awarded or perform work as a contractor, supplier, subcontractor, or consultant under a contract with any public entity; and, may not transact business with any public entity in excess of the threshold amount provided in Section

287.017 of the Florida Statutes for Category Two for a period of thirty-six (36) months from the date of being placed on the convicted vendor list.

1.7 Lobbyist Contingency Fees

a) In accordance with Section 2-11.1(s) of the Code, after May 16, 2003, no person may, in whole or in part, pay, give or agree to pay or give a contingency fee to another person. No person may, in whole or in part, receive or agree to receive a contingency fee.

b) A contingency fee is a fee, bonus, commission or non-monetary benefit as compensation which is dependent on or in any way contingent upon the passage, defeat, or modification of: 1) any ordinance, resolution, action or decision of the County Commission; 2) any action, decision or recommendation of the County Mayor or any County board or committee; or 3) any action, decision or recommendation of any County personnel during the time period of the entire decision-making process regarding such action, decision or recommendation which foreseeably will be heard or reviewed by the County Commission or a County board or committee.

1.8 Collusion

In accordance with Section 2-8.1.1 of the Code, where two (2) or more related parties, as defined herein, each submit a Proposal for any contract, such Proposals shall be presumed to be collusive. The foregoing presumption may be rebutted by the presentation of evidence as to the extent of ownership, control and management of such related parties in preparation and submittal of such Proposals. Related parties shall mean Proposer, the principals, corporate officers, and managers of the Proposer; or the spouse, domestic partner, parents, stepparents, siblings, children or stepchildren of a Proposer or the principals, corporate officers and managers thereof which have a direct or indirect ownership interest in another Proposer for the same contract or in which a parent company or the principals thereof of one Proposer have a direct or indirect ownership in another Proposer for the same contract. Proposals found to be collusive shall be rejected. Proposers who have been found to have engaged in collusion may be considered non-responsible, and may be suspended or debarred, and any contract resulting from collusive bidding may be terminated for default.

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1.9 Contracting with Entities of Foreign Countries of Concern Prohibited By submitting a proposal or otherwise entering into, a contract under this Solicitation, the Proposer affirms that it is not in violation of Section 287.138, Florida Statutes (F.S.) titled Contracting with Entities of Foreign Countries of Concern Prohibited. Proposer further affirms that it is not giving a government of a foreign country of concern, as listed in Section 287.138, F.S., access to an individual’s personal identifying information if: a) the Proposer is owned by a government of a foreign country of concern; b) the government of a foreign country of concern has a controlling interest in the Proposer; or c) the Proposer is organized under the laws of or has its principal place of business in a foreign country of concern as is set forth in Paragraphs 2(a)–(c) of Section 287.138, F.S.

This affirmation by the Proposer shall be in the form attached to this Solicitation as Contracting with Entities of Foreign Countries of Concern Prohibited Affidavit.

1.10 Expedited Purchasing Program

Pursuant to Section 2-8.1.6 of the Code, the County created the Expedited Purchasing Program (EPP). Due to the expedited nature of County projects issued under the EPP, prospective Proposers should anticipate a shortened Solicitation timeline for submission of Proposals. Technical, professional and legal staff may be used to determine best value as set forth in the Solicitation documents without the need to utilize the formal Competitive Selection Committee process established by the County. The County Mayor’s or designee’s written recommendation to award a contract under the EPP shall be sufficient to commence the bid protest period and terminate the Cone of Silence. Any legislation contrary to the provisions of the EPP shall be deemed suspended or amended as necessary to give effect to the intent of this Program.

1.11 Contract Measures

This Solicitation includes contract measures for Miami-Dade County Certified Small Business Enterprises (SBE's) pursuant to Sections 2-

8.1.1.1.1 and 2-8.1.1.1.2 of the Code as follows:

Set-aside:

This Solicitation is set-aside for SBE's.

1.13 Kidnapping, Custody Offenses, Human Trafficking and Related Offenses Affidavit By entering into, amending, or renewing a contract under this Solicitation, the Proposer affirms that it does not use coercion for labor or services and complies with the provisions of Section 787.06, Florida Statutes (“F.S.”), “Human Trafficking. This attestation by the Proposer shall be in the form attached to this Solicitation as the Kidnapping, Custody Offenses, Human Trafficking and Related Offenses Affidavit.

2.0 SCOPE OF SERVICES

2.1 Background

Miami-Dade County, as represented by the Department of Cultural Affairs (CUA), is seeking interested parties to submit their qualifications for consideration to provide A) Marketing and Advertising Services; B) Media and Public Relations Services for the department’s cultural facilities and programs, including: (i) Dennis C. Moss Cultural Arts Center; (ii) Joseph Caleb Auditorium; (iii) Marshall L. Davis Sr. African Heritage Cultural Arts Center; (iv) Miami-Dade County Auditorium; (v) Culture Shock Miami program; (vi) All Kids Included program; (vii) Art in Public Places program; and (vii) other facilities and programs as may be required, on an as needed basis. The provision of the services described in Group A, Marketing and Advertising, and Group B, Media and Public Relations, may be required for any of the programs and facilities offered by the department. The selected Proposer(s) will perform on a work order basis.

CUA develops cultural excellence and participation throughout Miami-Dade County by strategically creating and promoting opportunities for artists and cultural organizations, and the residents and visitors who are their audiences. CUA creates, publishes, promotes, and disseminates information about the cultural excellence of artistic offerings to increase accessibility and attendance, and develops and coordinates arts education and outreach programs. Additionally, CUA directly manages the Art in Public Places program and the County’s four (4) cultural centers. The following programs and facilities are currently under the department’s purview:

All Kids Included Part of the Department of Cultural Affairs' arts education, outreach and access programs that reflect the high priority of the Department to expand opportunities for children and families, as well as create increased access and opportunities for residents and visitors. The All Kids Included (“AKI”) program works to increase the number of quality arts experiences accessible to youth with disabilities and their families so that children of all abilities and their families can participate fully in the arts. The program also promotes the benefit and importance of inclusionary arts and cultural programs both in school settings and the community. www.allkidsincludedmiami.org

Document Page 7 of 53 http://www.allkidsincludedmiami.org/

Art in Public Places Miami-Dade County Art in Public Places (“APP”) is one of the first public art programs in the United States. Established in 1973 by an ordinance dedicating 1.5% of new construction on public land to the commissioning and acquisition of art, the award-winning program commissions artists for installations that enrich the experience of public environments and enhance the artistic and civic pride of Miami- Dade County.

The program commissions permanent public art works from local, national, and international visual artists, making public art accessible by reaching diverse audiences in unexpected places throughout Miami-Dade County. For five decades, the program has transformed public spaces from ordinary to civic areas that are functional, attractive, and inspiring. Art in Public Places is overseen by a citizens trust appointed by the Board. The trust receives recommendations on acquisitions and commissions from the Professional Advisory Committee, an independent group of professionals in the field of art, art history, public art, architecture, landscape architecture and architectural history.

The Miami-Dade County public art collection features more than 1,000 works, including monumental and integrated works of art. Artworks are installed County-wide at diverse sites including Miami International Airport, Metrorail and Metromover stations, PortMiami, Zoo Miami, Adrienne Arsht Center for the Performing Arts, parks, fire stations, libraries, police stations, public housing developments, courthouses and community health centers.

www.miamidadepublicart.org

Culture Shock Miami Culture Shock Miami is the Department’s audience development program which aims to make the arts accessible by providing $5 tickets for teens and young adults ages 13-22 to attend cultural activities presented by the community’s top performing and visual arts organizations, representing a wide variety of Miami’s artistic offerings. The program’s goal is to introduce the next generation of audience members to live arts and cultural experiences at the age when they are beginning to make their own decisions about entertainment options.

Tickets donated to the Department by cultural organizations are available for purchase through www.cultureshockmiami.com.

Dennis C. Moss Cultural Arts Center (10950 SW 211th St, Cutler Bay, FL 33189) The Dennis C. Moss Cultural Arts Center (“DMCAC”) provides a world-class, multi-disciplinary cultural venue and community gathering place in the southern part of the County. In addition to providing a diverse range of quality entertainment to people from all backgrounds and ages, DMCAC’s mission includes an emphasis on educational and outreach activities in partnership with community groups.

DMCAC’s multiple rehearsal and performing spaces also offer accessible state-of-the- art facilities to the County artistic community, presenters and audiences throughout South Florida.

The DMCAC facility consists of the following spaces and areas:

• Proscenium Theater (Main Stage), a state-of-the-art 966 seat performing arts space with a fly tower, orchestra pit, front of house spaces, (box office, lobby, and concessions), back of house support spaces (dressing rooms, storage, and administrative offices).

• Black Box Theater, multipurpose space for intimate performances or rehearsals. Seating capacity is up to 129.

• Lab Theater, multipurpose space for intimate performances or rehearsals. Seating capacity is up to 129.

• Dance Studio, with high ceilings, sprung wood floor, mirrors, sound and video systems. This space is predominately used for dance rehearsals.

The Center provides rental opportunities and also has on site concessions as part of its operations. www.mosscenter.org

Golden Ticket Arts Guide, published annually, features an array of free cultural offerings for County senior residents, ages 62 and over.

Published in English, Spanish and Haitian Creole. Older adults can enjoy everything included in the Golden Ticket Arts Guide free of charge.

Golden Ticket Arts Guide | Miami-Dade County Department of Cultural Affairs

Joseph Caleb Auditorium (5400 NW 22nd Avenue, Miami, FL 33142) The Joseph Caleb Auditorium is a 962-seat theater part of the Caleb Center Complex, a campus of government offices and community spaces. The Auditorium serves as a significant cultural center for the performing arts and education, and has served as the community’s civic and cultural hub in the heart of Liberty City. The Auditorium has featured concerts, community forums, movie screenings and productions by community arts organizations throughout the year. A newly constructed parking garage serving the Auditorium and the adjoining Caleb Center courthouse and office complex is nearly complete. After a major renovation and expansion, the Auditorium is anticipated to r e - open to the public in 2027 as a major performing arts center and to provide rental opportunities in the area. Joseph Caleb Auditorium | Miami-Dade County Department of Cultural Affairs

Document Page 8 of 53 http://www.miamidadepublicart.org/ http://www.cultureshockmiami.com/ http://www.mosscenter.org/ https://miamidadearts.org/education/golden-ticket-arts-guide https://miamidadearts.org/facilities/joseph-caleb-auditorium https://miamidadearts.org/facilities/joseph-caleb-auditorium

Marshall L. Davis Sr. African Heritage Cultural Arts Center (6161 NW 22nd Ave., Miami, FL 33142) The Marshall L. Davis Sr. African Heritage Cultural Arts Center (“DAHCAC”) has a more than forty-year distinguished history of providing instruction in the arts in all artistic disciplines to youth through after school and school break academies and summer programs. Its work continues to develop the next generation of artists and arts supporters. In addition, AHCAC serves as an incubator for supporting and developing the work of African American arts groups and artists through its black-box theater, rehearsal spaces and art gallery. AHCAC also serves as a welcoming place to the surrounding community, hosting classes and civic meetings. The complex includes a black box theater, a music building with a concert hall, piano lab and several practice rooms, a dance studio, an art gallery, several studio spaces, a print shop and classrooms. The facility offers an Afterschool Arts, Winter, Spring and Summer Arts Conservatory. www.ahcacmiami.org

Miami-Dade County Auditorium (2901 West Flagler St, Miami, FL 33135) Since it opened its doors in 1951, the Auditorium has served as a hub for celebrating the Hispanic arts community. The Auditorium is currently undergoing extensive expansion and renovation to enhance the facility and the experience of live performances. Miami-Dade County Auditorium (“MDCA”) offers multiple dynamic presentation styles, ranging from a 2,372-seat mainstage theater that can host major dance, theater and music performances, scalable to smaller configurations as needed, including a 250 seat “On Stage Black Box” theater in which both the audience and performers share the stage which is adapted into an innovative studio theater for more intimate and often cutting- e d g e shows.

During its renovation the Auditorium has established a series presenting off-site programs at alternative venues. This program also has the benefit of helping to develop Hispanic audiences for some of our community’s premiere cultural organizations.

www.miamidadecountyauditorium.org

2.2 Requested Services, Tasks and Deliverables

The selected Proposer shall be responsible for the following tasks and deliverables that shall be specified in the applicable Work Order (see Section 2.5, Work Order Process):

Group A - Marketing and Advertising Services

a) Develop a strategic marketing plan, including Strengths, Weaknesses, Opportunities and Threats (SWOT) analysis, objectives, strategy, action plan, and implementation timeline.

b) Develop a comprehensive strategic marketing plan for the Department of Cultural Affairs’ programs and venues that aligns with the broader Miami-Dade County Countywide branding strategy.

c) Create, implement and analyze customer digital behavioral tracking and analytics tools, with the objective of optimizing the customer experience across digital channels and strategically directing available marketing spending and messaging.

d) Conduct market research using qualitative and quantitative methods, including focus groups, surveys, polls, audience measurement, and advanced data analytics

e) Develop cultural creative CUA program or venue brand assets including identifier, image, slogan, tagline, and produce collateral, publications, and promotional materials.

f) Design and execute integrated digital campaigns using Search Engine Optimization (SEO), retargeting, social media advertising, analytics reporting, email marketing and emerging viral marketing tactics.

g) Design and produce engaging social media content and interactive campaigns, leveraging visuals, short-form video, and shareable incentives, to drive audience participation.

h) Identify and activate key influencers to amplify CUA program visibility and reach – maximize storytelling to translate mission into stories.

i) Gather social media real-time feedback collection and sentiment analysis using Artificial Intelligence (AI) and digital tools across social platforms, enabling agile campaign optimization and responsive community engagement.

j) Develop compelling digital storytelling strategies that use narrative techniques to connect with audiences emotionally and intellectually using video, interactive media, and user-generated content to showcase community impact of cultural initiatives.

Document Page 9 of 53 http://www.ahcacmiami.org/ https://www.miamidadecountyauditorium.org/

k) Design and execute integrated advertising and media campaigns across digital platforms, including social media, programmatic, and influencer channels, online media, and traditional outlets such as print, newspapers, magazines, radio, television (TV), and outdoor.

l) Leverage AI and data-driven targeting, real-time performance analytics, and compelling creative design to maximize audience reach, engagement, ticket sales and conversion.

m) Perform and manage all activities associated media buying and placement, including ad rate and time slot negotiation, insertion orders, as well as Public Service Announcement (PSA) coordination and strategic media buy and spend allocation.

n) Deliver end-to-end creative production services including graphic design, multilingual copywriting (English, Spanish, Haitian Creole), printing of brochures, publications, cataloging, posters and digital collateral, direct mail, scripting, photography, and full-scale video/audio production with talent sourcing required for these services.

o) Develop and launch mobile-first marketing campaigns including clear creative concept and direction, implementation plans, and performance measurement frameworks to ensure actionable reporting.

p) Create a cost-effective, sustained promotional strategy to boost CUA venue or program awareness and drive ticket sales for cultural programs and events across adult and family/ children markets.

q) Develop tools to understand audience and measure the success of marketing efforts. Track engagement, Return On Investment (ROI), and campaign impact through regular reporting to support strategic marketing efforts.

r) Provide comprehensive marketing and advertising support services to launch a phased reopening and reactivation of cultural venues of Department of Cultural Affairs.

s) Provide comprehensive marketing and advertising support services to meet the evolving needs of the Department of Cultural Affairs.

t) Establish strategic partnerships with specialized firms that offer deep expertise and access within the contemporary art world when needed to create short videos, including interviews with performers, artists and/or installation and documentation and evolution of projects, programs and/or public art commissions over specific duration.

Group B - Media and Public Relations Services

a) Develop a comprehensive public relations strategy that integrates media relations, storytelling and community engagement, digital communications using web, email, social media strategy, influencer partnerships, and a phased implementation timeline aligned with the broader marketing plan.

b) Develop a comprehensive public relations strategy for the Department of Cultural Affairs’ programs and venues that aligns with the broader Miami-Dade County Countywide Communications Strategy.

c) Develop a targeted media lists, including local and national reach of contacts at a range of news outlets, arts and culture trade magazines, journals and family / children publications.

d) Research, write and distribute press releases to strategically targeted media outlets to maximize visibility and earned media coverage.

e) Produce engaging written and digital content—including blogs and videos—to spotlight cultural performances and CUA programs.

f) Curate and publish multimedia assets across social platforms to drive engagement, ensuring all content meets ADA accessibility standards.

g) Recommend earned media and publicity strategies that complement paid advertising, including co-branded campaigns and collaborative partnerships at the local and national level.

h) Create professional media kits for key programs and initiatives to support press outreach and stakeholder engagement.

i) Draft speeches and talking points for CUA spokespersons to ensure consistent, impactful messaging.

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Miami-Dade County, FL Contract No. RFP0000017

Rev. 3.6.26

j) Manage and respond to media inquiries promptly and professionally, ensuring alignment with CUA venue or program messaging.

k) Plan and execute press events, media tours, and special activations to generate coverage and strengthen media relationships.

l) Proactively pitch compelling stories to targeted media outlets to secure feature coverage and elevate CUA programs brand presence.

m) Identify and propose innovative partnership opportunities that extend reach, enhance credibility, and optimize resources.

n) Deliver monthly media monitoring reports with press clippings and performance insights to track visibility and inform strategy.

o) Conduct media training sessions for County spokespersons to ensure confident, consistent, and brand-aligned communication, as needed.

p) Support County staff with the implementation and promotion of special community engagement initiatives and/or special events or projects in collaboration with local cultural partners.

q) Design and produce collateral and/or promotional materials including but not limited flyers, brochures and/or performance programs to support public relations and engagement efforts.

r) Develop targeted community engagement programs tailored to specific demographics and collaborate with stakeholders and special interest groups to promote CUA Department’s facilities, programs and/or performances.

s) Collaborate with local colleges and universities to increase awareness of Culture Shock Miami within this targeted demographic group via orientation sessions, on-campus student activities, and college publications.

t) Provide Culture Shock Miami ambassadors (i.e., trained college students) to represent the program at cultural and community outreach events throughout Miami-Dade County.

u) Provide strategic support for crisis communications, ensuring timely, transparent, and coordinated messaging as needed.

v) Design and implement audience research tools and analytics to inform targeting, messaging, and engagement strategies.

w) Establish and implement performance measurement tracking frameworks to evaluate the effectiveness and ROI of public relations efforts, and support by regular reporting on results.

x) Provide all other related services necessary to fulfill CUA’s media relations and public relations needs.

y) Secure feature articles and press coverage per year relating to specific public art projects and/or commissions within specified local and national contemporary art publications and news publications.

2.3 Use of Materials

All creative produced materials and elements of the campaigns developed by the selected Proposer(s) for the County shall become the property of the County, as will all materials, film negatives, art, radio and/or TV spots, as well as campaign treatments developed but not utilized.

The County maintains the right to use any materials generated by the selected Proposer(s) in other County material generated by County personnel and may do so without the selected Proposer’s consent or approval. The County acknowledges certain legal constraints and, as such, requires new universal releases for materials unless cost considerations become prohibitive such as model releases, music, photographs, and retains sole right to use materials created for the County as it sees fit. All restrictions on contracted materials such as stock photos, voice talent, and models, shall be provided to the County by the selected Proposer with implications stated prior to production by the selected Proposer.

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The selected Proposer(s) shall disclose the use of Artificial Intelligence (AI) generated content in the development of public-facing documents, communications, creative materials, or other outputs. The selected Proposer(s) shall align all AI use with County ethical standards, policies, and guidelines, prioritizing privacy and responsible innovation. In addition, the selected Proposer(s) shall ensure full compliance with all applicable intellectual property laws, copyright regulations, and licensing agreements. For more information, please use the following link to access the County’s Responsible AI Policies and Guidelines: https://www.miamidade.gov/global/comms-tech/technology/ai/ai-policy.page

2.4 Additional Services

Although this solicitation and resultant contract identifies services to be provided to specific facilities and programs, the County reserves the right to negotiate with the selected Proposer(s) a work order for, or directly contract, additional services during the term of this contract, such as all printing necessary for the implementation of any creative or media campaign. The creative and related specifications from the selected Proposer(s) will be coordinated with and provided to the County prior to printing. The selected Proposer(s), if requested, shall provide the printing of materials with the consultation of the County. Any printing will be done on a net basis. The County reserves the right to award these additional services to the selected Proposer(s), or to acquire the services through a separate solicitation.

2.5 Work Order Process

The selected Proposer(s) will participate in a work order process. The following is the Work Order process:

A. Assignments When the need arises, CUA will develop work order assignments and provide the selected Proposer with information regarding the specific objectives, anticipated deliverables and desired outcomes and timelines. The selected Proposer shall prepare a written proposal for review and approval by CUA.

B. Work Order

Work Orders will be issued by CUA for all work to be performed under any contract as a result of this Solicitation. Multiple Work Orders may be issued simultaneously, depending on the need for the services.

The County reserves the right to enter into negotiations with the selected Proposer for each specific Work Order. Pricing may be established in each particular Work Order based on the agreed upon hourly rates. Additionally, submittal of hourly rates shall in no way preclude the County from negotiating for lower hourly rates for specific Work Orders.

When an assignment falls under multiple service categories, CUA, at its sole discretion, will determine which key area to utilize or may request a work plan from both.

Note: All costs associated with estimating a project shall be borne by the selected Proposer, and the selected Proposer shall not have any claim, financial or otherwise, against CUA or the County, as a result of the CUA modifying or canceling a Work Order.

3.0 RESPONSE REQUIREMENTS

3.1 Submittal Requirements

In response to this Solicitation, Proposer should complete and return the entire Proposal Submission Package. Proposers should carefully follow the format and instructions outlined therein. All documents and information must be fully completed and signed as required and submitted in the manner described. Nothing in this RFP shall in any way be utilized to request documentation relating to or authorizing consideration of a Proposer's social, political, or ideological interests when determining if the Proposer is a responsible vendor or give a preference to a Proposer based on the Proposer's social, political, or ideological interests.

Proposers can submit proposals, for one or both groups:

• Proposers submitting proposals for Group A - Marketing and Advertising Services shall submit the entire Proposal Submission Package1 with Proposer Information Section Group A and Form 1A – Price Proposal Schedule Group A.

• Proposers submitting proposals for Group B - Media and Public Relations Services shall submit the entire Proposal Submission Package¹ with Proposer Information Section Group B and Form 1B – Price Proposal Schedule Group B.

Document Page 12 of 53 https://www.miamidade.gov/global/comms-tech/technology/ai/ai-policy.page https://www.miamidade.gov/global/comms-tech/technology/ai/ai-policy.page

Note 1: A separate individual proposal including all the required information and forms listed above is required for each group.

The Proposal shall be written in sufficient detail to permit the County to conduct a meaningful evaluation of the proposed services.

However, overly elaborate Proposals are not requested or desired.

Proposers are encouraged to access the links below to assist with submission of responses to the Solicitation.

Recorded eSupplier Workshop Link to recorded eSupplier workshop Password: q37%t+pG

Submit a Bid Job Aid Link to Job Aid on how to submit a bid

4.0 EVALUATION PROCESS

4.1 Review of Proposals for Responsiveness

Each Proposal will be reviewed to determine if the Proposal is responsive to the submission requirements outlined in this Solicitation. A responsive Proposal is one which follows the requirements of this Solicitation, includes all documentation, is submitted in the format outlined in this Solicitation, is of timely submission, and has the appropriate signatures as required on each document. Failure to comply with these requirements may result in the Proposal being deemed non-responsive.

4.2 Evaluation Criteria

Proposals will be evaluated by a Review Team which will evaluate and rank Proposals on criteria listed below. The Review Team will be comprised of executives and professionals within the County, and may include professionals in the private sector, non-profit sector, or other governmental/quasi-governmental organizations, or retired executives with the appropriate experience and/or knowledge. The criteria are itemized with their respective weights for a maximum total of one hundred (100) points per Review Team Member per Group.

Evaluation Criteria for Group A - Marketing and Advertising Services

Technical Criteria Points 1.Proposer’s relevant experience, qualifications, and past performance, including samples of previous work 40

2. Relevant experience and qualifications of key personnel, including key personnel of subcontractors, that will be assigned to this project, and experience and qualifications of subcontractors 25

3. Proposer’s approach to providing the services requested in this Solicitation 20

5. Proposer’s use of innovative technologies and products 5 Price Criteria Points

6. Proposer’s proposed price 10

Evaluation Criteria for Group B – Media and Public Relations Services

Technical Criteria Points 1.Proposer’s relevant experience, qualifications, and past performance, including samples of previous work 40

2. Relevant experience and qualifications of key personnel, including key personnel of subcontractors, that will be assigned to this project, and experience and qualifications of subcontractors 25

3. Proposer’s approach to providing the services requested in this Solicitation 20

5. Proposer’s use of innovative technologies and products 5

Document Page 13 of 53 https://www.miamidade.gov/global/news-item.page?Mduid_news=news1652724628268780 https://www.miamidade.gov/technology/library/informs/job-aid/submit-a-bid.pdf

Price Criteria Points

6. Proposer’s proposed price 10

Any Proposer, whether a Joint Venture or otherwise, may proffer the experience or qualifications of its corporate parent, sister, or subsidiary (collectively “an Affiliated Company”). However, given the unique nature of individual corporate relationships, Proposers seeking to rely on the experience or qualifications of an affiliated company are advised that the Review Team shall have the discretion to determine what weight, if any, it wishes to give such proffered experience or qualification on a case-by-case basis. Review Team may base such decision on the particulars of the relationship between the Proposer and the Affiliated Company, as evidenced by the information and documentation provided in the Proposer Information Section, during Oral Presentations, or otherwise presented at the request of the Review Team.

Additionally, pursuant to County Resolution No. R-321-23, the Review Team shall be provided with adverse findings or substantiated allegations within the past seven (7) years of the proposal submittal date (collectively “Reports”) of the Miami-Dade Office of the Inspector General (“OIG”) and/or the Miami-Dade County Commission on Ethics and Public Trust (“COE”) regarding any Proposer and their proposed subcontractor(s) under deliberation by the Review Team to be considered in accordance with the evaluation of each applicable criteria identified in the Solicitation. In the event the OIG and/or COE issues Reports after the Review Team has scored and ranked the Proposers, the County Mayor or County Mayor’s designee may re-empanel the Review Team to consider if such Reports would change the rankings. If the Review Team determines that Reports would change the rankings of the Proposer(s) identified in the Reports, then the Review Team shall re-score the Proposer(s) identified in the Report solely based on the impact the information identified in the Report would have on the scoring of the Proposer(s) in accordance with the applicable criteria identified in the Solicitation, re-rank the Proposers, and submit a written justification for the revised rankings to the County Mayor or County Mayor’s designee.