Scope of Services Public Relations Services

Public Relations Services Project Overview Broward County (“County”) seeks a firm to provide public relations services (“Services”), for the Greater Fort Lauderdale Convention & Visitors Bureau (“GFLCVB”). Additional County departments or divisions may be added by County at any time upon written notice by the GFLCVB Contract Administrator, which notice shall specify the Contract Administrator and any applicable budget limitations for that department or division.

Service Description Contractor shall provide Monthly Services as described below on an ongoing basis without the requirement of specific written authorization from the County. County estimates the Monthly Services will require Contractor to provide approximately 125 service hours per month. The Monthly Services include all Services associated with performance of the services, but do not include the actual cost of the reimbursable expenses.

Note: The approximate 125 service hours per month is only an estimation and the actual number of hours required to perform the Services may vary from month-to-month. The selected Contractor will be required to provide all Services within the Scope of Work for the Monthly Fee.

1. Monthly Services:

Contractor shall provide the following Monthly Services - with accountability and justification to actual services performed; Contractor shall keep records reflecting the Monthly Services performed, costs incurred, and the actual total hours worked by each of Contractor’s employees or Subcontractors on each specific Service provided during the applicable billing period.

1.1 Strategic Planning + Media Relations Development

1.1.1. Develop, implement, and optimize an annual strategic media relations plan(s), determining key focuses/initiatives for pitching and promotion.

1.1.2. Identify local, regional, and domestic/international media, key publications, targeted outlets, and individual social influencers aligned with the agency’s public relations and promotional needs.

1.1.3. Coordinate public relations efforts that coincide with paid media, social media, and advertising efforts to support a cohesive marketing approach.

1.2 Media Relations

1.2.1. Maintain and utilize updated media lists and editorial contacts by segment of interest, as well as provide these details to the GFLCVB as requested.

1.2.2. Reactive and proactive media lead/request fulfillment.

1.2.3. Distribute press releases to appropriate media-locally, regionally, nationally, and internationally.

1.2.4. Develop, pitch, and maintain a calendar relative to story ideas, brand identity, and core target initiatives.

1.2.5. Track editorial calendars and pitch appropriate brand-focused leads.

1.2.6. Craft talking points, and perform media training, for agency and County executives as needed.

1.3 Media Experience + Press Trips

1.3.1. Plan and execute press trip(s):

1.3.1.1. Highlight destination offerings, programs, initiatives, and industry partnerships, giving lift to the brand.

1.3.1.2. Plan and execute press trips, including itinerary creation and collaboration among partners and agency.

1.3.1.3. Pitch and secure agreed-upon amount of media.

1.3.1.4. Conduct follow-up with all media attendees for secured stories.

1.3.2. Execute social influencer programs/activities to generate extended visibility for agency and County.

1.4 Media Missions + Events

1.4.1. Plan, execute, and implement media mission(s) on behalf of agency in agreed upon markets based on destination priorities.

1.4.2. Plan, execute, and implement media events for agency.

1.4.3. Provide conference and tradeshow support.

1.5 Consumer Events + Activations

1.5.1. Plan and facilitate out-of-market consumer promotional events in key target markets to generate visibility and heighten brand awareness for the agency, promoting Broward County as requested by the agency Contract Administrator.

1.6 Account Management

1.6.1. Hold client calls and provide counsel on story ideas, destination programs, development, and public relations initiatives.

1.6.2. Service day-to-day calls and emails from journalists, routing to the clients as necessary.

1.6.3. Bi-weekly conference calls to discuss status of projects.

1.6.4. Creation of press materials and press kits.

1.6.5. Research and study of agency’s assets and activities.

1.6.6. Database input of media contacts, press trip itineraries, and other related content as requested by the GFLCVB.

1.7 Reporting + Analytics

1.7.1. Develop goals and measurements to define impact and success of editorial/promotional coverage.

1.7.2. Provide media monitoring services through media monitoring software and ensure the GFLCVB has login access to view reporting on demand.

1.7.3 Monthly report on media coverage and outline of performance/account activity.

2. Excluded Items:

2.1. County will not incur any fees associated with Contractor travel to Broward County for meetings or work with the agency in the Tri-County area (Broward County, Miami-Dade County, and Palm Beach County).

2.2. The following administrative costs are part of overhead and will not be reimbursed:

2.2.1. Telephone calls, including long distance.

2.2.2. Color printouts (11x17 or smaller).

2.2.3. Copies (color or black & white, 11x17 or smaller).

3. Reimbursables:

3.1. If requested by County, Contractor may perform the following reimbursable activities at actual cost without markup. Before completing the reimbursable activity, Contractor will provide the Contract Administrator with required documentation determined acceptable by the Contract Administrator and a written estimate to secure a written Notice to Proceed.

3.1.1. Travel costs and travel related expenses must adhere to Section 112.061, Florida Statutes.

3.1.2. Mileage reimbursement for approved travel outside of the Tri-County area.

3.1.3. Expenses related to hosting out of market activations, media missions, local familiarization trips/events (“FAM” tours), and press trips, in accordance with Section 125.0104, Florida Statutes.

3.1.4. Media Kit Production (duplication/collation of releases, duplication of photos, and mailing of releases/press kits).

3.1.5. Production and dissemination of editorial material to media.

3.1.6. Monitoring of Publicity, including clipping service fees.

3.1.7. Expenses related to production and distribution, nationally and internationally, of press releases.

3.1.8. Newsletter and flyers at the request of the Contract Administrator.