26-35-214988_Advertising_and_Marketing_Services-RFP.pdf

ADVERTISING AND MARKETING SERVICES

REQUEST FOR PROPOSALS

NO. 26-35-214988

SEPTEMBER 29, 2026

ALASKA RAILROAD CORPORATION

327 WEST SHIP CREEK AVENUE

ANCHORAGE, ALASKA 99501

September 29, 2026 ALASKA RAILROAD CORPORATION 327 W. Ship Creek Ave.

Anchorage, AK 99501

PHONE: 907-265-8747

MOBILE: 907-885-1747

EMAIL: SAYS@AKRR.COM

BIDDER REGISTRATION SHEET FOR: Request for Proposal (RFP) # 26-35-214988, Advertising and Marketing Services

Response Requested: This form must be completed and returned to ensure receipt of future addenda or additional information. Email this form to: says@akrr.com. Addenda will be emailed to the contact listed below; however, it is the responsibility of the Offeror to make sure they have received all addenda and have acknowledged all addenda on their Service Bid Form.

Firms that have not returned this cover sheet will not be informed of addenda and will only be alerted to addenda by checking with the Alaska Railroad Corporation (ARRC) Contract Administrator, or by checking ARRC’s Solicitations webpage located at:

https://www.alaskarailroad.com/corporate/procurement/solicitations

Offerors must acknowledge the receipt of all issued addendum(s) on their Service Bid Form.

Company: ______________________________________________________

Address: ______________________________________________________

Contact: ______________________________________________________

Phone: ______________________________________________________

Email: ______________________________________________________

Website: www.alaskarailroad.com mailto:SAYS@AKRR.COM mailto:says@akrr.com https://www.alaskarailroad.com/corporate/procurement/solicitations http://www.alaskarailroad.com/

THIS IS NOT AN ORDER ALASKA RAILROAD CORPORATION

September 29, 2026 327 W. Ship Creek Ave.

Anchorage, AK 99501

PHONE: 907-265-8747

MOBILE: 907-885-1747

EMAIL: SAYS@AKRR.COM

REQUEST FOR PROPOSALS (RFP) # 26-35-214988

The Alaska Railroad Corporation (ARRC) is soliciting proposals from interested Offerors for the following:

ADVERTISING AND MARKETING SERVICES

Proposals will be received until 3:00 PM local time on Tuesday, October 27, 2026 via Dropbox.

One (1) electronic copy of your firm’s proposal must be submitted using DropBox and the original proposal will need to be mailed/delivered to ARRC’s headquarters building as instructed in Section E – Proposal information, Conditions, and Instructions of this solicitation.

It is the Offeror’s responsibility to verify with the Contract Administrator that their proposal was received timely.

If your firm has restrictions on Dropbox submittals or you are not able to hand deliver the proposal package, you must contact the ARRC Contract Administrator at least seven (7) days prior to the proposal due date to discuss alternatives.

Proposals received by email transmission will not be considered for award. Proposals shall be submitted on the forms furnished herein. Amendments or withdrawals must be received by ARRC’s Supply Management Section via Dropbox prior to the date and time listed above.

The ARRC may award a contract(s) resulting from this solicitation to the responsible Offeror whose offer conforming to this solicitation will be most advantageous to the ARRC.

ARRC may reject any or all offers if such action is in the best interest of ARRC, and waives informalities and minor irregularities in offers received. ARRC may award a contract on the basis of initial offers without discussions. Therefore, each initial offer should contain the Offeror’s best terms from a cost or price and technical standpoint. Any contract resulting from this solicitation shall incorporate ARRC’s Standard Terms and Conditions contained in this solicitation package.

This Request for Proposal is not to be construed as a commitment of any kind nor does it commit the ARRC to pay for any cost incurred in the submission of an offer or for any other cost incurred prior to the execution of a formal contract.

mailto:SAYS@AKRR.COM

Green Star recognizes organizations that demonstrate an ongoing commitment to reducing waste, preventing pollution, and conserving energy. The railroad has repeatedly recertified the Green Star Award and earned an additional Green Star Air Quality Award in 2007. In 2011, Green Star Inc. presented the Alaska Railroad with its premier new "Super Nova Award" recognizing a higher level of leadership and commitment to doing business in an environmentally responsible manner. ARRC continues to pursue programs and initiatives that promote environmental stewardship.

Please direct all questions concerning this solicitation in writing to:

Sazil Say Contract Administration Specialist says@akrr.com

907.265.8747 office

907.885.1747 mobile physical: 327 W. Ship Creek Ave, Anchorage, AK 99501 mailto:says@akrr.com

SOLICITATION CONTENTS

SECTION A INTRODUCTION

SECTION B MINIMUM QUALIFICATIONS

SECTION C SCOPE OF WORK

SECTION D SUBCONTRACTORS

SECTION E PROPOSAL INFORMATION, CONDITIONS, & INSTRUCTIONS

SECTION F PROPOSAL FORMAT AND CONTENT

SECTION G EVALUATION AND SELECTION PROCESS

SECTION H COST PROPOSAL – FEE SCHEDULE

SECTION I CONTRACTOR RESPONSIBILITY QUESTIONNAIRE

SECTION J SERVICE BID FORM

SECTION K GENERAL TERMS & CONDITIONS (PROFESSIONAL SERVICES CONTRACTS)

SECTION L ALASKA AND VETERAN PREFERENCES

SECTION A

INTRODUCTION

Company Background

The Alaska Railroad Corporation (“ARRC”) is a non-stock government corporation that was established by Alaska Statute 42.40 to own and operate the Alaska Railroad after the Railroad was transferred from federal to state ownership in 1985 pursuant to the terms of the Alaska Railroad Transfer Act, 45 U.S.C. 1201 et seq.

The ARRC is an instrumentality of the State of Alaska within the Department of Commerce, Community and Economic Development, but has a legal existence separate from and independent of the State. ARRC is obligated to carry out its responsibilities on a self-sustaining basis without operating subsidies from the State.

The powers of the ARRC are vested in a seven-member Board of Directors, appointed by Alaska’s Governor.

ARRC is the last full-service railroad in the United States, providing year-round freight and passenger services over 500 miles of track stretching from tidewater at Whittier and Seward to the interior of Alaska.

Additionally, the ARRC owns approximately 36,000 acres of land used in operations or available for lease or permit use.

Project Overview and Purpose

The ARRC seeks to establish a contract with a qualified full-service advertising and marketing firm to provide professional services in support of advertising, marketing, and promotional initiatives led and directed by the ARRC Marketing Department. ARRC will establish the strategic direction, priorities, objectives, and scope of work for each initiative, with the selected Contractor providing the expertise, resources, and services necessary to support ARRC’s efforts. The selected Contractor will work closely with ARRC’s Marketing and Corporate Affairs Departments to provide services that may include strategic marketing counsel, creative development, media planning and placement, research, analytics, and tracking results. The Contractor will execute and support work assignments as directed by ARRC and will collaborate with ARRC to ensure that all activities align with ARRC’s established strategies, priorities, messaging, and brand standards.

The objective of this contract is to provide ARRC with access to flexible, full-service advertising and marketing expertise and resources that support ARRC-led initiatives, enhance public awareness, strengthen stakeholder engagement, support revenue-generating activities, and promote consistent, effective, and professional representation of the Alaska Railroad brand.

The anticipated contract start date is January 4, 2027; however, the actual start date will be established upon execution of the Contract.

Funding

The funding for this project is proposed to use ARRC Internal Funds.

SECTION B

MINIMUM QUALIFICATIONS

Minimum Qualifications

To be considered responsive, Offerors shall meet the following minimum experience requirements:

• The Offeror currently provides services generally equivalent to those requested in this RFP to at least five other public or quasi-public agencies and/or private firms of similar size to the ARRC (including assets); and

• The Offeror has provided services generally equivalent to those detailed in Scope of Services, for a minimum of the past five consecutive calendar years.

An Offeror’s failure to demonstrate they meet these minimum prior-experience requirements may cause their proposal to be considered non-responsive and their proposal may be rejected.

Proposals from Firms that do not meet the above qualifications will not be considered.

Alaska Business License and Other Required Licenses

Offeror must possess all licenses and permits required by applicable federal, state, and local law to perform the services described in the Scope of Work.

Prior to the award of a contract, an Offeror must hold a valid Alaska business license. However, in order to receive the Alaska Bidder Preference and other related preferences (if applicable, see Section L), an Offeror must hold a valid Alaska business license prior to the deadline for receipt of proposals.

If more information is required about these licenses, Offerors should contact the Department of Commerce, Community and Economic Development, Division of Corporations, Business, and Professional Licensing, PO Box 110806, Juneau, Alaska 99811-0806 or visit their webpage.

Acceptable evidence that the Offeror possesses a valid Alaska business license may consist of any one of the following:

• copy of an Alaska business license;

• certification on the proposal that the Offeror has a valid Alaska business license and has included the license number in the proposal;

• a canceled check for the Alaska business license fee;

• a copy of the Alaska business license application with a receipt stamp from the state's occupational licensing office; or

• a sworn and notarized statement that the Offeror has applied and paid for the Alaska business license.

Prior to the deadline for receipt of proposals, all offerors must hold any other necessary applicable professional licenses required by Alaska Statute.

https://www.commerce.alaska.gov/web/cbpl/BusinessLicensing/BusinessLicensingFormsFees

SECTION C

SCOPE OF WORK

C.1 Period of Performance

The intent of this contract process is to provide ARRC with professional services for an initial two-year term with the option to extend for three additional one-year terms. Contract shall not exceed five years including extensions.

C.2 Scope of Services

The ARRC Corporate Affairs and Marketing Departments are responsible for planning and implementing all internal and external marketing activities and programs for the corporation. The ARRC is seeking a full-service firm to counsel and assist in the research, development, implementation, and monitoring of its business advertising campaigns. Plans and associated work performance must encompass a broad spectrum of forums and tools, including traditional print and broadcast media, digital and social media elements, as well as research, analytics and tracking results.

The firm may be required to research and create advertising elements to support those plans, such as posters, brochures, and other collateral materials, corporate positioning and initiatives and promotional support. The agency shall maintain confidentiality of the client’s programs and projects.

The firm will be required to provide a team for research, strategic planning, implementation, and tracking results.

The firm will monitor activities of the team at least monthly in conjunction with monthly billing. The firm will provide separate reports and itemized monthly bills to the Corporate Affairs and Marketing Departments.

C.3 Services and Deliverables

Document Design, Editing, Publication, and Distribution:

Working closely with ARRC staff the Contractor may be requested to:

• Media planning and placements

• Design and produce promotional or collateral materials such as brochures; digital, print and radio advertisements; onboard materials including menus, onboard magazines, and signage; and promotional items including calendars, stickers, and postcards

• Provide assistance in developing media, IE PowerPoint or video presentations

• Strategic planning and creative services supporting organizational objectives and stakeholders engagement

C.3.1 Other Related Services

• Assist ARRC in soliciting goods or services for ancillary activities or events

• Assist in project planning, development and rollout

• Provide specialized services related to web enhancements, digital advertising, search engine optimization (SEO) strategies, and other marketing services as needed.

C.4 Task Order / Work Authorization

Services under this Contract shall be performed on an as-needed basis through the issuance of individual Task Orders. No work shall be performed by the Contractor unless authorized in writing by ARRC.

Each Task Order will define the specific scope of work, deliverables, schedule, and any other project-specific requirements. The Contractor shall not commence work until receipt of an executed Task Order or written authorization from ARRC’s designated representative.

For each Task Order, ARRC will establish deadlines for completion and provide direction regarding priorities and required outputs. The Contractor shall be responsible for coordinating resources and performing the services in accordance with the requirements established in each Task Order.

Compensation for services performed under each Task Order shall be established in accordance with the pricing structure and requirements set forth in Section H – Cost Proposal.

C.5 Functional Roles and Responsibilities

The Contractor shall provide personnel with the qualifications, experience, and capabilities necessary to perform the services described in this Scope of Work. The labor categories identified below are intended to establish a common basis for pricing and performance and do not preclude the Contractor from utilizing additional personnel or resources as necessary to fulfill individual Task Orders.

Executive Management / Agency Leadership

Provide executive-level oversight, strategic direction, quality assurance, and overall contract management. This role shall ensure adequate staffing, resource availability, and adherence to project objectives, budgets, schedules, and quality standards.

Account Supervision

Serve as the primary management interface between ARRC and the Contractor. Responsibilities may include client relationship management, project oversight, strategic coordination, review of deliverables, budget monitoring, schedule management, and supervision of assigned project personnel and subcontractors.

Account Management

Coordinate day-to-day project activities, manage individual assignments, assist with planning and execution of marketing and advertising initiatives, facilitate communication between ARRC and project team members, track project schedules and deliverables, and support reporting and administrative functions.

Digital Marketing and Media Services

Provide services related to digital advertising, social media, website support, SEO, analytics, audience targeting, performance monitoring, content development, and other digital marketing activities as authorized by ARRC.

Creative, Production, and Specialized Support Services

Provide graphic design, copywriting, content development, photography, videography, media production, printing coordination, promotional materials development, market research, public outreach materials, and other specialized services as required to support authorized projects.

Subcontracted Services

The Contractor may utilize subcontractors to support performance of the Contract. The Contractor shall remain fully responsible for all subcontracted work. Use of subcontractors shall be subject to the requirements of Section D – Subcontractors and Contract Personnel.

C.6 Cybersecurity and Data Protection Requirements

The Contractor shall ensure that all cybersecurity practices comply with applicable federal, state, and ARRC policies, including any standards incorporated into this solicitation or subsequent Task Orders.

The Contractor shall protect all ARRC data, including confidential, sensitive, and personally identifiable information, against unauthorized access, disclosure, alteration, and destruction. The Contractor shall ensure that such data is collected, stored, transmitted, and disposed of in a secure manner.

The Contractor may be held liable for costs, damages, or remedial actions resulting from cybersecurity incidents caused by the Contractor’s failure to comply with these requirements.

SECTION D

SUBCONTRACTORS

Subcontractor Requirements

If an Offeror intends to utilize subcontractors, the Offeror shall identify in its proposal the name of each proposed subcontractor and the portion of work to be performed by that subcontractor.

Subcontractor qualifications and experience may be considered when evaluating the Offeror's ability to successfully perform the services required under this Contract, provided the subcontractor is identified in the proposal and committed to performing the proposed scope of work.

If a proposal utilizing subcontractors is selected, ARRC may request additional information concerning each proposed subcontractor, including but not limited to:

• complete name and address of the subcontractor;

• type of work the subcontractor will be performing;

• percentage of work the subcontractor will be providing;

• evidence that the subcontractor holds a valid Alaska business license; and

• a written statement, signed by each proposed subcontractor that clearly verifies that the subcontractor is committed to render the services required by the contract.

Any addition, removal, or substitution of subcontractors after contract award shall require prior written approval from ARRC. Approval of a subcontractor shall not relieve the Contractor of any responsibility, obligation, or liability under the Contract. The Contractor shall remain solely responsible for the acts, omissions, performance, and management of all subcontractors.

Contract Personnel

The qualifications and experience of the key personnel proposed by the Offeror are material considerations in ARRC's evaluation and award determination. Any proposed substitution of key personnel identified in the Contractor's proposal shall require prior written approval from ARRC. Failure to obtain approval for key personnel substitutions may constitute grounds for contract termination in accordance with the Contract terms and conditions.

Notification of Changes

The Contractor shall notify ARRC in writing within five (5) business days of becoming aware of any circumstance that may materially affect the ability of a proposed or approved key employee, subcontractor, consultant, or project team member to perform the assigned work under the Contract. Such circumstances may include, but are not limited to, resignation, reassignment, extended leave, organizational changes, loss of required qualifications, or withdrawal from participation in the Contract.

SECTION E

PROPOSAL INFORMATION, CONDITIONS, & INSTRUCTIONS

E.1 Pre-Submission Inquiries

Offerors shall promptly notify ARRC of any ambiguity, inconsistency, conflict, or error which they may discover upon examination of the solicitation documents. Verbal inquiries regarding this RFP are not permitted. All inquiries must be made in writing and received at ARRC’s offices seven (7) days prior to submission deadline.

Written inquiries shall be directed to the Contract Administrator at the contact information provided in this solicitation.

ARRC will respond to inquiries through written addenda when deemed necessary. Only written addenda issued by ARRC shall be binding.

E.2 Proposal Submission Deadline

Proposals must be received no later than 3:00 PM local time on Tuesday, October 27, 2026. Proposals received after this deadline will be rejected.

E.3 Method of Submission

E.3.1 Electronic Copy (Required)

One (1) electronic copy of your firm’s proposal must be submitted using DropBox. Proposals shall be submitted by the above-mentioned date/time to the following DropBox link:

https://www.dropbox.com/request/e7ag9yx27pulazak1tyr

The DropBox submission date and time will serve as the official receipt of the proposal.

Proposals submitted by email will not be accepted.

It is the Offeror’s responsibility to verify with the Contract Administrator that their proposal was received timely. If your firm has restrictions on Dropbox submittals, you must contact the ARRC Contract Administrator at least seven (7) days prior to the proposal due date to discuss alternatives.

E.3.2 Hard Copy (Required)

One (1) original hard copy of the proposal, including signatures, must be delivered or mailed to:

Alaska Railroad Corporation Attn: Sazil Say 327 W. Ship Creek Avenue Anchorage, Alaska 99501

The hard copy must be mailed by due date, not received by ARRC. Timely submission via Dropbox will establish https://www.dropbox.com/request/e7ag9yx27pulazak1tyr the official time of receipt of the proposal. Failure to submit the required hard copy in accordance with these instructions may result in rejection of the proposal at ARRC’s discretion.

E.4 File Naming Convention:

• Technical Proposal: FirmName-RFP#-RFPName

• Cost Proposal: FirmName-Cost Proposal-RFP#-RFPName

E.5 Proposal Packaging Requirements

The original copy (hard copy) of your proposal shall be clearly labeled with:

• Offeror’s name

• Solicitation Number

• Proposal due date and time

• Reference to “RFP # 26-35-214988 Advertising and Marketing Services”

All proposals submitted in response to this solicitation must be signed by an individual with the legal authority to submit the offer on behalf of the company.

Amendments or withdrawals must be submitted in writing and received prior to the proposal submission deadline.

E.6 Proposal Validity Period

All proposals shall remain open and subject to acceptance by ARRC for ninety (90) days after the deadline for proposal submission.

E.7 Proposal Opening

Proposals will be opened privately at ARRC’s convenience on or after the proposal due date.

E.8 Reserved Rights

In addition to other rights in this RFP, ARRC reserves, holds and may exercise at its sole discretion, the following rights and options:

(a) To supplement, amend, or otherwise modify or cancel this RFP with or without substitution of another RFP.

(b) To issue additional or subsequent solicitations for proposals.

(c) To conduct investigations of the Offerors and their proposals.

(d) To clarify the information provided pursuant to this RFP.

(e) To request additional evidence or documentation to support the information included in any proposal.

(f) To reject any and all proposals, or parts thereof, and/or to waive any informality or informalities in any of the proposals or the proposal process for the RFP, if such rejection or waiver is deemed in the best interest of ARRC.

(g) To award a contract or contracts resulting from this solicitation to the responsible Offeror whose proposal conforming to this solicitation will be most advantageous to ARRC.

(h) To negotiate any rate/fee offered by a Offeror. ARRC shall have the sole right to make the final rate/fee offer during contract negotiations. If the selected Offeror does not accept ARRC’s final offer, ARRC may, in its sole discretion, reject the proposal and start negotiations with the next highest ranked Offeror.

(i) If an award is made and, prior to entering into a contract, subsequent information indicates that such award was not in the best interest of ARRC, ARRC may rescind the award without prior notice to Offerors and either award to another Offeror or reject all proposals or cancel the

RFP.

(j) To reject a proposal during the evaluation process or terminate a resulting contract after award if proposed or approved personnel become unavailable, are removed from the project by the firm, or cannot be replaced with personnel acceptable to ARRC. All personnel reassignments to and from the project shall be subject to ARRC approval.

E.9 Proposal Costs

Each Offeror shall be solely responsible for all costs and expenses associated with the preparation and/or submission of its proposal, and if applicable, performance of the presentation, and ARRC shall have no responsibility or liability whatsoever for any such costs and expenses. Neither ARRC nor any of its directors, officers, employees or authorized agents shall be liable for any claims or damages resulting from the solicitation or collection of proposals. By submitting a proposal, Offeror expressly waives (i) any claim(s) for such costs and expenses, and (ii) any other related claims or damages.

If applicable, proposers are responsible for all costs associated for attending the presentation, including but not limited to, flights, per-diem, car rental and lodging for their assigned staff travelling to Alaska for the in-person presentation.

E.10 Taxes

Pursuant to AS 42.40.910, ARRC is exempt from all forms of state or local sales, property and other taxes.

Accordingly, any Offeror who submits a proposal shall not include any such tax in any of its proposal prices or in any calculation thereof.

E.11 Purchase Obligation

ARRC and responding firms expressly acknowledge and agree that ARRC has made no express or implied promises to expend any dollar amounts with respect to the services addressed by this RFP. By submitting a proposal in response to this RFP, each firm acknowledges and agrees that the provisions of this RFP, and/or any communication, statement, act or omission by representatives of ARRC (including consultants) in the selection process, shall not vest any right, privilege, or right of action in any Offeror.

E.12 Exceptions to Terms, Conditions and Specifications

Any contract resulting from this solicitation shall incorporate the General Terms and Conditions contained in this solicitation package. Each Offeror shall indicate all exceptions to terms, conditions, and specifications of this solicitation individually in its proposal. Exceptions received or placed after the proposal submission date will be considered as counter offers and as such will render the entire proposal non-responsive.

E.13 Public Information

All submitted proposals will be considered confidential until notice of intent to award is issued. After notice of intent to award is issued, all proposals will become public information.

E.14 ARRC Disadvantaged Business Enterprise (DBE) Program

ARRC is an equal opportunity corporation that encourages the participation of DBEs as prime contractors and subcontractors on its contracts funded in whole or in part by the Federal Transit Administration (FTA) or the Federal Highway Administration (FHWA). ARRC has a race neutral DBE Program and does not set DBE goals on individual solicitations. Nonetheless, the ARRC aspires to achieve an overall DBE participation of 4.0% in federal fiscal years 2025-2027 on contracts funded by agencies within the U.S. Department of Transportation. If this contract is funded in whole or in part by funds from the FTA, FEMA or the FHWA, it is imperative that you consult the Federal Terms and Conditions portion of this solicitation.

E.14.1 DBE Reports

Firms are required to report annually to the ARRC Contract Administrator all work by DBE contractors or subcontractors and the dollar amount. ARRC will provide the Firm a 14-day notice, by email, when to provide the information.

E.15 Protests

A protest based on alleged improprieties or ambiguities in a solicitation must be filed at least 10 days before the due date of the bid or proposal, unless a later protest due date is specifically allowed in the solicitation. If a solicitation is made with a shortened public notice period and the protest is based on alleged improprieties or ambiguities in the solicitation, the protest must be filed before the due date of the bid or proposal.

SECTION F

PROPOSAL FORMAT AND CONTENT

F.1 General Instructions

Alaska Railroad Corporation (ARRC) is requesting proposals from interested firms qualified to perform the work described in the RFP. Proposal must be complete and submitted in accordance with the requirements of this solicitation.

ARRC discourages overly lengthy proposals; however, proposals must fully address the requirements of the solicitation. ARRC reserves the right to request additional information or clarification from Offerors to evaluate proposals.

F.2 Proposal Organization and Format

Proposals shall be organized, titled, and assembled in a clear and logical manner. Sections of the proposal shall correspond to the requirements outlined in this section so that evaluation of the proposals can be performed efficiently.

Failure to follow the required organization or to include complete information may result in the proposal being determined non-responsive or receiving a lower evaluation score.

Proposals shall:

• Be clearly labeled and sectioned

• Follow the order outlined in this section

• Have a maximum length of thirty (30) pages (Page count excludes cover letter, forms, campaign samples, and resumes)

• Be fastened with a staple, binder clip, or similar method (No binders, dividers, or binding)

F.3 Required Submittals

The following items must be included with the Technical Proposal:

• Contractor Responsibility Questionnaire (Section I)

• Service Bid Form (Section J)

• Any required forms or certifications identified in this RFP

Failure to include required submittals may result in the proposal being deemed non-responsive.

F.4 Technical Proposal Content

F.4.1 Cover Letter (Introduction)

Provide a signed cover letter (maximum two pages) that includes the Offeror’s complete name and address, the name and contact information of the primary point of contact, a summary of qualifications, confirmation that minimum qualifications have been met, identification of eligibility for Alaska bidder preference (if applicable, see Section L), disclosure of any actual or potential conflicts of interest, and any additional information demonstrating the Offeror’s ability to successfully perform the requested services.

F.4.2 Company Qualifications

Provide comprehensive narrative information demonstrating the firm's experience, stability, and qualifications to perform the services described in this RFP. Information provided shall be consistent with the Evaluation Criteria and shall include a summary of the firm's background and history, including year established, ownership structure, and years providing relevant services; a description of the firm's experience serving governmental, quasi-public, transportation, tourism, hospitality, or similarly situated organizations; the firm's organizational structure, including any parent companies, subsidiaries, affiliates, strategic partners, or other entities that may support performance of the contract; a description of any significant organizational changes that have occurred within the past three (3) years and any anticipated changes that may affect contract performance; identification of all proposed subcontractors and their roles; identification of the office location(s) from which services will be provided and any supporting offices; and a list of relevant certifications, accreditations, licenses, professional designations, or industry affiliations held by the firm.

F.4.3 Key Personnel

Offerors shall provide an organizational chart and narrative description of the proposed project team. The organizational chart shall illustrate reporting relationships, lines of authority, and areas of responsibility.

The proposal shall identify all key personnel proposed to perform work under the contract, including the proposed Account Executive and other principal staff; describe each individual's qualifications, relevant experience, work location, and role in contract performance; explain how team members will interact with ARRC and with one another; and provide resumes for all key personnel.

F.4.4 Performance

Provide comprehensive narrative information demonstrating the firm's past performance and ability to successfully perform services of similar scope, complexity, and size. Information provided shall be consistent with the Evaluation Criteria and shall include descriptions of at least three (3) comparable projects completed within the past five (5) years; references for those projects, including client contact information; representative examples of relevant work products and campaigns; a detailed description of at least one successful campaign, including project objectives, strategies employed, measurable results, and methods used to evaluate success; a representative client list for the past three (3) years identifying the nature and duration of client relationships and explaining any significant client gains or losses; and a description of any additional capabilities, specialized expertise, proprietary tools, or innovative approaches that distinguish the firm from its competitors.

F.4.5 Cost Proposal (Separate Submission)

Pricing shall be submitted as a separate document clearly labeled “Cost Proposal”.

The Cost Proposal shall be prepared in accordance with the requirements of Section H – Cost Proposal.

SECTION G

EVALUATION AND SELECTION PROCESS

G1. Overview

The selection of a firm to perform the requested services will be made by an ARRC appointed committee which will evaluate the proposals in accordance with the evaluation criteria specified herein and establish a ranking.

Proposals will be evaluated based solely on the criteria in Section G.2. Please note, however, that a serious deficiency in any one criterion may be grounds for rejection and that the listing of pricing as an evaluation factor does not require ARRC to select the firm that submits the lowest price. ARRC shall have the right to obtain, from any and all sources, information concerning a Proposer, which is deemed pertinent to the RFP, and to consider such information in the evaluation of the Proposer’s proposal.

ARRC reserves the right to select the top-ranked firm based solely on the scoring of the written proposals and to enter directly into negotiations with said firm.

G.2 Evaluation Criteria and Weights

Evaluation will be based solely on the criteria and weights identified in this section.

TECHNICAL PROPOSAL WEIGHT

1. Cover Letter (Introduction) Pass/Fail

2. Company Qualifications 20%

3. Key Personnel 25%

4. Performance 25%

COST PROPOSAL

5. Fee Schedule 30%

TOTAL 100%

PRESENTATIONS (Optional)

6. Presentation (if used as identified below) 100%

TOTAL 100%

G.3 Evaluation Procedure (Technical Proposals)

Proposals will be evaluated using the criteria set forth in Section G.2 – Evaluation Criteria and Weights. The evaluation committee will establish a ranking based on the written proposals.

G.3.1 Scoring Methodology

Each Evaluator will individually read and rate each Offeror’s response to each criterion described in Section F.4 - Technical Proposal. Ratings will be based solely on contents of proposal and in compliance with the ARRC’s Instructions for Evaluation Committee. Except as may be stated within any criterion description, a rating of “5” = Best Response from all Offerors; “4” to “1” = Progressively Less Responsive;

“0” = Non-Responsive. Ratings are multiplied by the assigned weights for each criterion to obtain criteria scores.

Ratings will be multiplied by the assigned weights for each criterion to determine weighted scores.

G.3.2 Evaluation Process

After completion of individual ratings, the Evaluation Committee will meet to discuss the proposals.

Evaluators may revise their ratings; however, any revisions shall be based solely on the evaluation criteria set forth in Section G.2 – Evaluation Criteria and Weights.

Following completion of scoring, total scores for each Offeror will be calculated by summing the weighted scores for all evaluation criteria, including cost, if applicable.

Offerors will be ranked in order of total score, with the highest-scoring Offeror ranked first, the next highest ranked second, and so forth. The ranking will be used to determine the order for contract negotiations.

G.4 General Qualifications (Responsibility Determination)

ARRC will assess Offerors’ responsibility, separate from the scored evaluation criteria, based on their demonstrated experience in performing the requested services, financial stability, adequacy of personnel, responsiveness, technical knowledge, and overall organizational capability. ARRC may consider an Offeror’s ability to comply with the cybersecurity and data protection requirements set forth in Section C.6 as part of its responsibility determination. Such consideration shall not constitute a scored evaluation criterion. ARRC reserves the right to take any actions it deems necessary to determine whether Offerors have the ability to perform the services outlined in the Scope of Work in a satisfactory manner. Such actions will include an evaluation of the Offeror’s qualifications, reference, past performance, and other relevant information prior to contract award.

Offerors may be disqualified, and their proposals rejected, if ARRC determines that the Offeror does not have the capability, capacity, or integrity necessary to perform the contract. Grounds for disqualification may include, but are not limited to, the following:

(a) Evidence of collusion between an Offeror and any other Offeror(s).

(b) An unsatisfactory performance record on prior projects for ARRC, or any other organization.

(c) The appearance of financial instability (in the opinion of ARRC) and/or evidence that Offeror may not be financially able to complete the work required by the Scope of Work in a satisfactory manner.

(d) If Offeror has failed to complete one or more public contracts in the past.

(e) If Offeror has been convicted of a crime arising from previous public contracts.

(f) If Offeror is not authorized to perform work in the State of Alaska.

G.4.2 Capacity to Perform

Any Offeror considered for award may be required to provide assurances to the Contract Administrator regarding the Offeror’s capacity and capability to perform. Such assurances may include information related to prior contracts of a similar nature, financial solvency, and other relevant factors.

Failure to provide requested information in a timely manner may result in rejection of the proposal.

G.5 Discussions, Clarifications, and Best and Final Offers (BAFO)

The Evaluation Committee may decide to conduct discussions with responsible Offerors whose proposals are determined to be reasonably susceptible of being selected for award for the purpose of clarification to assure full understanding of, and responsiveness to, the solicitation requirements. Offerors selected by the Evaluation Committee for discussions may be permitted to submit Best and Final Offers (BAFO) for final evaluation. After discussions and any BAFO’s, Evaluators will determine the final scoring and ranking for contract negotiations by evaluating written and oral responses using only the criteria set forth in Section G.2 – Evaluation Criteria and Weights.

ARRC may request additional information from any firm to make a proposal responsive to this RFP or otherwise obtain clarification or additional information that ARRC, in its sole discretion, deems necessary to analyze and compare proposals. If during discussions or presentations the Contract Administrator determines there is a need for substantial clarification or a change in the RFP, ARRC will amend the RFP to incorporate the clarification or change and establish a date and time for Proposers to submit amended proposals. ARRC may adjust its evaluations as a result of receiving new or amended proposals to establish the highest ranked firm(s).

G.6 Presentations (Optional)

ARRC reserves the right to select the top-ranked Proposer based solely on the scoring of the written proposals and to enter directly into negotiations with said firm. However, at the sole discretion of the ARRC procurement officer, ARRC may require three or fewer of the highest ranked Proposers to make a presentation to the Evaluation Committee. Scores obtained in the initial phase will not carry over to the presentation phase.

Presentations will be scored based on the presentation criteria set forth in this section and will be used to establish the final ranking of firms if presentations are conducted.

At the sole discretion of the ARRC procurement officer, discussions and presentations will be held in person or video/teleconference. In-person discussions and presentations will be scheduled at ARRC’s corporate office building located at 327 West Ship Creek Avenue, Anchorage, Alaska. It is important the primary individual(s) servicing the contract and the ARRC Evaluation Committee be present for any discussion.

In this event, all costs associated with the preparation of interviews, such as transportation costs, lodging, etc., will be the responsibility of the Contractor.

If presentations are conducted, ARRC will provide a scenario to the selected firms to provide a communication response.

PRESENTATION EVALUATION CRITERIA (if used) WEIGHT

1. Extent firm’s approach to the campaign is creative, innovative, and persuasive. 40%

2. Firm’s campaign objectives, strategies, and rationale are appropriate, thorough and well-conceived. 20%

3. Extent firm demonstrates that its media selection, weight level, and timing rationale are appropriate to the proposed strategy. 20%

4. Overall capability of firm to develop and implement a successful campaign and

Measure campaign results. 20%

G.7 Negotiations

Once ranking has been established, ARRC will begin negotiations with the highest ranked firm. If an agreement cannot be reached on contract terms, negotiations will be terminated, and negotiations will be conducted with the next highest ranked firm, until an agreement is reached, or until ARRC exercises its right to cancel the solicitation.

The Contract Administrator, or designee, may negotiate with the top ranked Firm(s). Contract negotiations shall be directed toward: (1) making certain that the Firm has a clear understanding of the scope of the work and the requirements involved in providing the required services; (2) determining that the Firm will make available the necessary personnel and facilities to perform the services within the required time; and agreeing upon compensation that is fair and reasonable, taking into account the estimated value, scope, complexity, and nature of the required services.

Offerors will not be advised of the Firm selected for negotiations until negotiations are complete. If contract negotiations are unsuccessful with Firm selected for negotiation, ARRC may either cancel the solicitation or negotiate with other Firm(s) in the order of ranking.

G.8 Contract Award

After completion of negotiations, a Notice of Intent to Award will be provided to all Firms according to ARRC procurement rules.

SECTION H

COST PROPOSAL

H.1 Compensation and Task Order Pricing

Compensation for services under this Contract shall be based on the rates and pricing submitted in Section H.4

– Fee Schedule and incorporated into the Contract. The Contract will be utilized on an as-needed basis through the issuance of individual Task Orders, as described in Section C – Scope of Work. ARRC makes no guarantee as to the number, value, or frequency of Task Orders issued under this Contract. For each Task Order, the Contractor shall submit a proposed cost using the approved rate schedule, and ARRC and the Contractor shall mutually agree upon a fixed price or not-to-exceed amount prior to issuance of written authorization to proceed.

No work shall be performed without an executed Task Order or written authorization from ARRC, and no payment shall be made for work performed without such authorization. The Contractor shall provide fully burdened hourly rates for each labor category identified in the Fee Schedule, inclusive of all direct labor, indirect costs, overhead, general and administrative expenses, and profit, which shall remain firm for the initial contract term and serve as the basis for Task Order pricing. The Contractor shall be responsible for preparing detailed cost estimates for each Task Order, including labor categories, hours, and any applicable direct costs, as part of its normal course of business, and ARRC reserves the right to review, negotiate, and approve all Task Order pricing prior to authorization of work.

H.2 Rate Structure

The Contractor shall provide fully burdened hourly rates on the Fee Schedule (Section H.4) for each labor category identified in Section C.5 – Functional Roles and Responsibilities. Rates shall be inclusive of all direct labor, indirect costs, overhead, general and administrative expenses, and profit.

Rates shall remain firm for the initial contract term and shall serve as the basis for Task Order pricing.

H.3 Cost Proposal Submission Requirements

Offerors shall submit a Cost Proposal in accordance with this section. Failure to provide the required cost information will result in the proposal being deemed non-responsive.

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H.4 Fee Schedule

Estimated hours are for evaluation purposes only and do not guarantee actual usage under this non-guaranteed term contract.

Labor categories in the Cost Proposal shall correspond to the functional roles described in Section C.5 – Functional Roles and Responsibilities.

LABOR CATEGORY EMPLOYEE

NAME

ANNUAL

ESTIMATED

HOURS

RATE

(Hourly)

ANNUAL COST

(Est. hours x rate)

1. Executive Management/CEO 50 $_______ $_____________

2. Account Supervision 450 $_______ $_____________

3. Account Management 700 $_______ $_____________

4. Digital 250 $_______ $_____________

5. Creative 250 $_______ $_____________

TOTAL ANNUAL COST

(For evaluation purposes only)

Non-Collusion Affidavit: The Undersigned declares, under penalty of perjury under the laws of the United States, that neither he/she nor the firm, association, or corporation of which he/she is a member, has, either directly or indirectly, entered into any agreement, participated in any collusion, or otherwise taken any action in restraint of free competitive bidding in connection with this Bid.

The Undersigned has read the foregoing RFP and hereby agrees to the conditions stated therein by affixing his/her signature below:

OFFEROR’S NAME AND ADDRESS:

COMPANY NAME SIGNATURE BY AND FOR THE OFFEROR

MAILING ADDRESS PRINTED NAME OF ABOVE OFFEROR

CITY, STATE & ZIP CODE DATE OF BID

CONTACT PHONE NUMBER CONTACT EMAIL

H.5 Cost Evaluation Methodology

For each staff category, the Annual Estimated Hours will be multiplied by the proposed rate to determine the annual cost per category. The total annual cost will be used for evaluation purposes.

For evaluation purposes, the proposed cost of an Offeror who qualifies for the Alaska Bidder Preference shall be reduced by 5%.

The lowest cost proposal will receive the maximum number of points. Scores for higher-priced proposals will be calculated using the following formula:

[(Price of Lowest Cost Proposal) x (Maximum Points for Cost)] ÷ (Cost of Each Higher Priced Proposal]

H.6 Cost Adjustments

Rates shall remain fixed for the first two (2) years of the contract.

For optional years three (3), four (4), and five (5), rates may be adjusted annually based on the percentage change in the Consumer Price Index (CPI), subject to ARRC approval.

Any request for a rate adjustment must be submitted in writing to the Contract Administrator no less than thirty

(30) days prior to the start of the applicable option year. The request shall include supporting documentation identifying the applicable CPI index, reference period, and calculation of the requested adjustment. Failure to submit a timely request shall constitute a waiver of the Contractor’s right to adjust rates for that contract year.

The CPI adjustment shall be calculated using the following formula:

Percentage Change = (CPI for Current Year – CPI for Previous Year) ÷ CPI for Previous Year

For example, if the CPI for the current year is 136.0 and the CPI for the previous year is 129.9:

((136.0 – 129.9) ÷ 129.9) = 0.047, or 4.7%

The resulting percentage shall be applied to the Contractor’s approved rates for the applicable option year.

No more than one adjustment may be requested per contract year.

In no event shall any annual CPI-based adjustment exceed five percent (5%) in any given contract year.

No rate adjustment shall be effective unless approved in writing by ARRC.

H.7 Travel and Other Direct Costs (ODCs)

Travel and other direct costs (ODCs) shall be reimbursed only when specifically authorized in writing by ARRC as part of an approved Task Order. Reimbursement shall be limited to actual, reasonable, and allowable costs in accordance with ARRC requirements. Costs that are not expressly authorized or that do not comply with these requirements shall be the responsibility of the Contractor.

Authorized ODCs shall be billed at cost.

H.7.1 Travel Reimbursement

Approved travel shall be reimbursed as follows:

Meals and Incidentals: Reimbursed at applicable U.S. Department of Defense (USDoD) per diem rates in effect at the time the expense is incurred. The Contractor is responsible for compliance with all applicable per diem regulations.

Airfare: Reimbursed at cost for coach class only. Upgrades to business class, first class, or other premium seating are not reimbursable.

Lodging: Reimbursed at cost and shall not exceed reasonable rates based on location and season.

Ground Transportation: Car rental, parking, and other necessary transportation expenses will be reimbursed at cost.

ARRC will not reimburse costs associated with alcohol, valet services, or any expenses deemed excessive or unreasonable.

H.8 Additional Cost Requirements

Any contract awarded pursuant to this RFP will include the following terms:

• No mark-ups will be allowed on ARRC billings

• Contractor may retain commissions resulting from media placements

• Contractor may not charge time for making media placements

• Applicable discounts must be passed on to ARRC

SECTION I

CONTRACTOR RESPONSIBILITY…