24-8318_Solicitation.pdf

Procurement Services Division

COLLIER COUNTY

BOARD OF COUNTY COMMISSIONERS

REQUEST FOR PROPOSAL (RFP)

FOR

TOURISM PUBLIC RELATIONS SERVICES

SOLICITATION NO.: 24-8318

LISA OIEN, PROCUREMENT STRATEGIST

PROCUREMENT SERVICES DIVISION

3295 TAMIAMI TRAIL EAST, BLDG C-2

NAPLES, FLORIDA 34112

TELEPHONE: (239) 252-8935

Lisa.Oien@colliercountyfl.gov

This solicitation document is prepared in a Microsoft Word format (Rev 8/7/2017). Any alterations to this document made by the Vendor may be grounds for rejection of proposal, cancellation of any subsequent award, or any other legal remedies available to the Collier County Government.

SOLICITATION PUBLIC NOTICE

REQUEST FOR PROPOSAL (RFP)

NUMBER:

24-8318

PROJECT TITLE: TOURISM PUBLIC RELATIONS SERVICES

DUE DATE: April 8, 2025, at 3:00 PM EST

PLACE OF RFP OPENING: PROCUREMENT SERVICES DIVISION

3295 TAMIAMI TRAIL EAST, BLDG C-2

NAPLES, FL 34112

All proposals shall be submitted online via the Collier County Procurement Services Division Online Bidding System:

https://procurement.opengov.com/portal/collier-county-fl

INTRODUCTION

As requested by the Tourism Division (hereinafter, the “Division or Department”), the Collier County Board of County Commissioners Procurement Services Division (hereinafter, “County”) has issued this Request for Proposal (hereinafter, “RFP”) with the intent of obtaining proposals from interested and qualified Public Relations Agencies [also referred agency, firm(s), vendor(s), and proposer(s)] in accordance with the terms, conditions and specifications stated or attached. The vendor, at a minimum, must achieve the requirements of the Specifications or Scope of Work stated.

The Collier County Tourism Division, operating as the Naples, Marco Island, Everglades Convention & Visitors Bureau (CVB) is soliciting proposals for a Public Relations agency of record as an integral part of their omnichannel marketing plan. The successful bidder will have national presence and a wide range of national and international media contacts, and the ability to support crisis communications efforts when needed.

The CVB is seeking a public relations agency that specializes in Destination Marketing and Luxury Travel to manage national public relations activities as outlined within this RFP. The selected agency will supplement the efforts of an in-house public relations and communications team whose primary focus is overseeing local and regional media relations and managing crisis communications in tandem with the Collier County Public Information Office. Historically, the cost has been approximately $140,000 annually, with an additional budget for travel and out of pocket reimbursable expenses.

BACKGROUND

Public relations are an integral part of the annual marketing strategy employed by the CVB to market our community globally as a destination of choice for domestic and international visitors seeking distinctive vacations, corporate meeting sites, wedding and social event locale and sporting event venues.

Tourism is a highly competitive and outward facing industry. The CVB relies on public relations and communications strategies to maintain and grow market share in a dynamic environment that is ever changing.

TERM OF CONTRACT

The contract term, if an award(s) is/are made is intended to be for three (3) years with two (2) one (1) year renewal options. Prices shall remain firm for the initial term of this contract.

Surcharges will not be accepted in conjunction with this contract, and such charges should be incorporated into the pricing structure.

The County Manager, or designee, may, at his discretion, extend the Agreement under all of the terms and conditions contained in this Agreement for up to one hundred eighty (180) days. The County Manager, or designee, shall give the Contractor written notice of the County's intention to extend the Agreement term not less than ten (10) days prior to the end of the Agreement term then in effect.

All goods are FOB destination and must be suitably packed and prepared to secure the lowest transportation rates and to comply with all carrier regulations. Risk of loss of any goods sold hereunder shall transfer to the COUNTY at the time and place of delivery; provided that risk of loss prior to actual receipt of the goods by the COUNTY nonetheless remain with

VENDOR.

https://procurement.opengov.com/portal/collier-county-fl

DETAILED SCOPE OF WORK

The agency will create and implement an annual media relations plan for the CVB that will include the following:

1. Media pitching

• Nurture personal media relationships on behalf of the CVB.

• Develop pitches specifically targeted to individual outlets and journalist by niche.

• Utilize statistics wherever possible to support trends.

• Position CVB’s Managers and Directors as industry leaders for speaking engagements and editorial opportunities.

• Coordinate deskside briefings with national travel and tourism publications and news outlets.

• Develop high impact story ideas and articles.

• Assist with the coordination of press conferences and events as needed.

• Research editorial calendars for long-lead media placements and destination inclusion in key articles and industry roundups.

2. Proactive campaigns that research and review Public Relations (PR) opportunities on national network, streaming, cable TV and syndicated shows and podcasts to promote the diverse offerings of Florida’s Paradise Coast.

• The agency will promote the destination’s offerings using the CVB’s event calendar with a focus on seasonality, holidays and arts & culture events.

3. The agency will assist the in-house CVB PR staff with local and regional media relations support and planning as needed and escorting media familiarization trip participants while in the destination and in situations where the in-house PR team needs additional help to respond to media inquiries.

• Agency personnel will represent the CVB at select tradeshows and conferences as directed by the assigned Tourism Division staff.

4. Written Materials

• The agency will craft press releases and media pitches, update and maintain the CVB’s Media Kit, Fact Sheet and assist with the management of photography and video assets.

• No materials will be disseminated on behalf of the CVB without prior written consent from the assigned Tourism Division staff.

• The agency will provide a 12-month timeline of activities in cooperation with the CVB’s in-house Public Relations team.

• The agency will maintain a list of industry, travel and tourism awards and submit award applications to publications and industry organizations on behalf of the client.

5. Communications:

• The agency will draft and distribute monthly communications on behalf of the CVB including the Coast Lines partner newsletter with the assistance of the in-house CVB PR staff.

• The PR agency will respond within a reasonable time to inquiries, refer coverage opportunities to the CVB assigned Tourism Division staff, and give advice on industry trends and developments.

• The agency will coordinate media visits and familiarization trips to the destination.

• The agency will monitor media coverage generated by the agency and CVB staff and provide a weekly synopsis of media coverage to the CVB assigned Tourism Division staff.

6. Social Media, Partner Engagement, Reputation Management

• The agency will assist with integrated social media campaigns that build brand equity and credibility, engage customers, drive visitation, track metrics and conversation trends.

• The agency will monitor the CVB’s social media platforms, generate ideas for social media posts and share the CVB’s content on appropriate social media sites

• The agency will assist with the solicitation and vetting of influencers and journalistic proposals and present a point of view recommendation to the CVB marketing team.

• The agency will be an integral partner in the development of the CVB’s annual marketing plan and attend/participate in all relevant marketing events and initiatives.

• The agency will coordinate seminars and webinars to benefit the County’s tourism partners.

• The agency will monitor coverage and online reviews, develop appropriate messaging for the online community.

• The agency will be proactive in the CVB’ reputation management and will work with the CVB to ensure that any information on public domain sites is correct, helping to implement any revisions if necessary.

7. Crisis Communications

• The agency will be an active partner in all emergency situations requiring crisis communications including media monitoring, contacts with Collier tourism partners, and vet and/or contribute photos and videos from user generated content to support the crisis communications and recovery operations.

REQUEST FOR PROPOSAL (RFP) PROCESS

1.1 The Proposers will submit a qualifications proposal which will be scored based on the criteria in Evaluation Criteria for Development of Shortlist, which will be the basis for short-listing firms.

The Proposers will need to meet the minimum requirements outlined herein in order for their proposal to be evaluated and scored by the COUNTY. The COUNTY will then score and rank the firms and enter into negotiations with the top ranked firm to establish cost for the services needed. The COUNTY reserves the right to issue an invitation for oral presentations to obtain additional information after scoring and before the final ranking. With successful negotiations, a contract will be developed with the selected firm, based on the negotiated price and scope of services and submitted for approval by the Board of County Commissioners.

1.2 The COUNTY will use a Selection Committee in the Request for Proposal selection process.

1.3 The intent of the scoring of the proposal is for respondents to indicate their interest, relevant experience, financial capability, staffing and organizational structure.

1.4 The intent of the oral presentations, if deemed necessary, is to provide the vendors with a venue where they can conduct discussions with the Selection Committee to clarify questions and concerns before providing a final rank.

1.5 Based upon a review of these proposals, the COUNTY will rank the Proposers based on the discussion and clarifying questions on their approach and related criteria, and then negotiate in good faith an Agreement with the top ranked Proposer.

1.6 If, in the sole judgment of the COUNTY, a contract cannot be successfully negotiated with the top-ranked firm, negotiations with that firm will be formally terminated and negotiations shall begin with the firm ranked second. If a contract cannot be successfully negotiated with the firm ranked second, negotiations with that firm will be formally terminated and negotiations shall begin with the third ranked firm, and so on. The COUNTY reserves the right to negotiate any element of the proposals in the best interest of the COUNTY.

RESPONSE FORMAT AND EVALUATION CRITERIA FOR DEVELOPMENT OF SHORTLIST:

1.7 For the development of a shortlist, this evaluation criterion will be utilized by the COUNTY’S Selection Committee to score each proposal. Proposers are encouraged to keep their submittals concise and to include a minimum of marketing materials. Proposals must address the following criteria:

Evaluation Criteria Maximum Points

1. Cover Letter / Management Summary 5 Points

2. Certified Woman and/or Minority Business Enterprise 5 Points

3. Business Plan 20 Points

4. Cost of Services to the County 20 Points

5. Experience and Capacity of the Firm 20 Points

6. Specialized Expertise of Team Members 20 Points

7. Local Vendor Preference 10 Points

TOTAL POSSIBLE POINTS 100 Points

Tie Breaker: In the event of a tie at final ranking, award shall be made to the proposer with the lower volume of work previously awarded. Volume of work shall be calculated based upon total dollars paid to the proposer in the twenty-four

(24) months prior to the RFP submittal deadline. Payment information will be retrieved from the County’s financial system of record. The tie breaking procedure is only applied in the final ranking step of the selection process and is invoked by the Procurement Services Division Director or designee. In the event a tie still exists, selection will be determined based on random selection by the Procurement Services Director before at least three (3) witnesses.

Each criterion and methodology for scoring is further described below.

***Proposals must be assembled, at minimum, in the order of the Evaluation Criteria listed or your proposal may be deemed non-responsive***

EVALUATION CRITERIA NO. 1: COVER LETTER/MANAGEMENT SUMMARY (5 Total Points Available)

Provide a cover letter, signed by an authorized officer of the firm, indicating the underlying philosophy of the firm in providing the services stated herein. Include the name(s), telephone number(s) and email(s) of the authorized contact person(s) concerning proposal. Submission of a signed Proposal is the firm’s certification that the firm will accept any awards as a result of this RFP.

EVALUATION CRITERIA NO. 2: CERTIFIED WOMAN AND/OR MINORITY BUSINESS ENTERPRISE (5 Total Points Available)

Submit certification with the Florida Department of Management Service, Office of Supplier Diversity as a Certified Woman and/or Minority Business Enterprise.

EVALUATION CRITERIA NO. 3: BUSINESS PLAN (20 Total Points Available)

In this criteria, include but not limited to:

• Detailed plan of approach (including major tasks and sub-tasks).

• Detailed timeline for completion of the project.

• Include with the Business Plan or as an attachment, a copy of a PR campaign an example of work product.

This should be for one of the projects listed as a reference.

EVALUATION CRITERIA NO. 4: COST OF SERVICES TO THE COUNTY (20 Total Points Available)

• Provide a monthly service fee that will cover all the staff work described in your proposal and extend that cost to the annual total.

• Provide the projected monthly out-of-pocket expenses and projected annual total of cost for out-of-pocket expenses to be reimbursed to the firm. These costs should include copying, shipping, postage, and pre-approved travel expenses on County tourism business for which your firm will provide the work as described in the RFP.

• Provide Combined Annual Total = Annual Total Monthly Service Fees plus Annual Total Monthly Out-of- Pocket Expenses.

Fee Description Monthly Cost Annual Total

Monthly Service Fee $ $ Monthly Out-of-Pocket Expenses

Combined Annual Total = Annual Total Monthly Service Fees plus Annual Total Monthly Out-of- Pocket Expenses

The Combined Annual Total Cost to the County will be scored using the following methodology:

1. The greatest number of points allowed in this criterion will be awarded to the firm who has the lowest Combined Annual

Total.

2. The next lowest Combined Annual Total will be divided by the lowest Combined Annual Total which will then be multiplied by the maximum criteria points to determine the vendor’s points awarded. The points awarded will be rounded to the nearest whole amount.

3. Each subsequent firm’s point score will be calculated in the same manner.

For illustrative purposes only:

Vendor Name Annual Revenue Points Awarded Vendor ABC $100,000 20 Vendor DEF $110,000.00 16 Vendor GHI $135,000 15

• Initial pricing is for evaluation purposes and is subject to change during negotiations with the selected firm.

EVALUATION CRITERIA NO. 5: EXPERIENCE AND CAPACITY OF THE FIRM (20 Total Points Available)

• Provide information that documents your firm’s and subcontractors’ qualifications to produce the required deliverables, including abilities, capacity, skill, and financial strength, and number of years of experience in providing the required services.

• Describe the various team members’ successful experience in working with one another on previous projects.

The County requests that the vendor submits no fewer than three (3) and no more than ten (10) completed reference forms from clients during a period of the last 5 years whose projects are of a similar nature to this solicitation as a part of their proposal. Provide information on the projects completed by the Proposer that best represent projects of similar size, scope and complexity of this project using form provided in Form 5. Proposers may include two (2) additional pages for each project to illustrate aspects of the completed project that provides the information to assess the experience of the Proposer on relevant project work.

EVALUATION CRITERIA NO. 6: SPECIALIZED EXPERTISE OF TEAM MEMBERS (20 Total Points Available)

• Description of the proposed contract team and the role to be played by each member of the team.

• Attach brief resumes of all proposed project team members who will be involved in the management of the total package of services, as well as the delivery of specific services.

• Attach resumes of any sub-vendors and attach letters of intent from stated sub-vendors must be included with proposal submission.

• Provide examples of the work done by the team members for other Destination Marketing Organizations.

EVALUATION CRITERIA NO. 7: LOCAL VENDOR PREFERENCE (10 Total Points Available)

Local business is defined as the vendor having a current Business Tax Receipt issued by the Collier or Lee County Tax Collector prior to proposal submission to do business within Collier County, and that identifies the business with a permanent physical business address located within the limits of Collier or Lee County from which the vendor’s staff operates and performs business in an area zoned for the conduct of such business.

VENDOR CHECKLIST

***Vendor should check off each of the following items as the necessary action is completed (please see, Vendor Check List)***

SOLICITATION PUBLIC NOTICE