32601-26001_Cost_Proposal_v2.xlsx
XLSX spreadsheet 40 KB Posted
- Attached to
- Marketing and Advertising Services - UPDATED
- Solicitation number
- RFP 32601-26001 Release 2
- Issued by
- Davidson County, Tennessee
About this file
This is a cost proposal template for RFP #32601-26001, issued by the State of Tennessee Department of Tourist Development, for comprehensive marketing and advertising services. The RFP seeks a prime contractor to develop and execute integrated marketing campaigns to increase domestic and international visitation to Tennessee, encompassing brand development, strategic planning, creative production, media buying, public relations services, website content management, social media management, research and analytics, and database management. The response deadline is February 25, 2026, with mandatory two-hour oral presentations scheduled for March 24-27, 2026, limited to the top three technical scorers. A pre-response conference is scheduled for January 14, 2026, with a written questions and comments deadline of January 21, 2026. The Notice of Intent to Award is planned for April 13, 2026, followed by a protest period ending April 20, 2026, and a contractor signature deadline of April 24, 2026. The contract term is five years, anticipated to begin July 1, 2026.
The cost proposal template is structured into three evaluation sections: core team rate cards (hourly rates across five years with a maximum evaluation score of 6 points), media buys (percentage markups against an estimated annual investment of $12,000,000 with a maximum evaluation score of 13 points), and public relations services including monthly retainers, reporting tools, travel, and media engagements (maximum evaluation score of 1 point). All cost items must be completed exactly as required, with monetary amounts in U.S. currency limited to two decimal places. The estimated annual contract spend ranges from $25,000,000 to $30,000,000, with public relations services estimated at $500,000 annually, bringing the total five-year contract value to approximately $125,000,000 to $150,000,000. The current incumbent contractor is WPP Group USA INC dba VML LLC, which has held the contract since January 29, 2014, and generated $13.27 million in media spend and $5.33 million in contractor fees during Fiscal Year 2024-2025. Qualified respondents must demonstrate annual billing of at least $20,000,000, maintain a $1,000,000 line of credit, possess experience managing annual marketing budgets of at least $20,000,000, and maintain a business address in Tennessee with on-site personnel.
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Proposed Cost Summary
NOTICE: THIS COST PROPOSAL MUST BE COMPLETED EXACTLY AS REQUIRED
COST PROPOSAL SCHEDULE— The Cost Proposal, detailed in this file, shall indicate the Management Fee for the entire contract period. The Cost Proposal shall remain valid for at least 120 days subsequent to the date of the Cost Proposal opening and thereafter in accordance with any contract resulting from this RFP. All monetary amounts shall be in U.S. currency and limited to two (2) places to the right of the decimal point.
The subsequent tabs of this workbook contain instructions for completing the Cost Proposal.
NOTICE: The Evaluation Factor is for evaluation purposes only. The evaluation factor does NOT and should NOT be construed as any type of volume guarantee or minimum purchase quantity. The evaluation factor shall NOT create rights, interests, or claims of entitlement in the Proposer.
Notwithstanding the cost items herein, pursuant to the second paragraph of the pro forma contract section C.1. (refer to Attachment 6.6), “The State is under no obligation to request work from the Contractor in any specific dollar amounts or to request any work at all from the Contractor during any period of this Contract.” and C.2. (refer to Attachment 6.6.), "The payment methodology includes all applicable taxes, fees, overhead, and all other direct and indirect costs incurred or to be incurred by the Contractor."
This Cost Proposal must be signed, in the space below, by an individual empowered to bind the proposing entity to the provisions of this RFP and any contract awarded pursuant to it. If said individual is not the President or Chief Executive Officer, this document must attach evidence showing the individual’s authority to legally bind the proposing entity.
| Proposer Legal Entity Name: |
| Proposer Signature: |
| Printed Name & Title: |
| Date: |
| Summary of Cost Proposal | ||||
| Cost Item Description | Evaluation Score | State Use Only | ||
| Core Team Rate Card | $ - 0 | |||
| lowest evaluation score from all proposals | ||||
| evaluation score being evaluated | x 6 | |||
| (maximum section score) | = Rate Card Score |
| Cost Item Description | Evaluation Score | State Use Only | ||
| Media Buys | $ - 0 | |||
| lowest evaluation score from all proposals | ||||
| evaluation score being evaluated | x 13 | |||
| (maximum section score) | = Media Buys Score |
| Cost Item Description | Evaluation Score | State Use Only | ||
| Public Relations | $ - 0 | |||
| lowest evaluation score from all proposals | ||||
| evaluation score being evaluated | x 1 | |||
| (maximum section score) | = Public Relations Score |
| Total Cost Evaluation Score | |
| Rate Card + Media Buys + Public Relations = | - 0 |
State Use – RFP Coordinator Signature, Printed Name & Date:
Core Team Rate Card
| COST PROPOSAL & SCORING GUIDE |
| NOTICE: THIS COST PROPOSAL MUST BE COMPLETED EXACTLY AS REQUIRED |
| COST PROPOSAL SCHEDULE - The Cost Proposal, detailed below, shall indicate the proposed price for the entire scope of service including all services defined in the Scope of Services of the RFP Attachment 6.6., Pro Forma Contract and for the opening and thereafter in accordance with any contract resulting from this RFP. All monetary amounts shall be in U.S. currency and limited to two (2) places to the right of the decimal point. Proposers must provide a rate for all positions listed. | ||||||||
| Cost Proposal Response Template, RFP Attachment 6.3; Core Team Rate Card | ||||||||
| Note: all rates are hourly | PROPOSER LEGAL ENTITY NAME: | |||||||
| Cost Item Description | Proposed Cost | Proposed Cost | Proposed Cost | Proposed Cost | Proposed Cost | Category Percentage (Evaluation Factor) | Evaluation Cost | |
| (cost x factor) |
| CATEGORY | DESCRIPTION | Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | ||
| Account Management | Director of Account Services | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 25% | $ - 0 |
| Account Supervisor | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Account Executive | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Assistant Account Executive | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Average | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Strategic Planning & Research | Executive Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 20% | $ - 0 |
| Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Associate Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Supervisor | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Manager | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Coordinator | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Average | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Creative | Chief Creative Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 30% | $ - 0 |
| Creative Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Art Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Copywriter | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Average | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Digital Services | Executive Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 10% | $ - 0 |
| Developer | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Associate Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Senior Analyst | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Average | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Media | Executive Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 10% | $ - 0 |
| Associate Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Supervisor | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Manager | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Average | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Production | Executive Director | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 5% | $ - 0 |
| Senior Producer | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Producer | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Assistant Producer | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Senior Editor | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Editor | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Traffic Coordinator | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Assistant Editor | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| Average | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | |||
| $ - 0 |
These costs are averaged over the life of the contract, then the sum of all items' average score will be used as as the score for the formula on the Proposed Cost Summary.
Media Buys
| COST PROPOSAL & SCORING GUIDE | ||||||||
| NOTICE: THIS COST PROPOSAL MUST BE COMPLETED EXACTLY AS REQUIRED | ||||||||
| COST PROPOSAL SCHEDULE - The Cost Proposal, detailed below, shall indicate the proposed price for the entire scope of service including all services defined in the Scope of Services of the RFP Attachment 6.6., Pro Forma Contract and for the opening and thereafter in accordance with any contract resulting from this RFP. All proposed amounts shall be provided as a percentage (%) fee per year of the provided Evaluation Factor. All amounts shall be limited to two (2) places to the right of the decimal point. | ||||||||
| Cost Proposal Response Template, RFP Attachment 6.3; Media Buys, Contract reference A.6.g. Marketing Services. * | ||||||||
| PROPOSER LEGAL ENTITY NAME: | ||||||||
| Cost Item Description | Proposed Cost | Proposed Cost | Proposed Cost | Proposed Cost | Proposed Cost | State Use Only | ||
| Evaluation Factor | Evaluation Cost | |||||||
| (cost x factor) | ||||||||
| DESCRIPTION (Attachment Two) | Not to Exceed % Mark-Up Year 1 | Not to Exceed % Mark-Up Year 2 | Not to Exceed % Mark-Up Year 3 | Not to Exceed % Mark-Up Year 4 | Not to Exceed % Mark-Up Year 5 | Annual Estimated Investment and/or Budget | ||
| Contract Section: C.3.e | Media Buys | |||||||
| Media | 0.00% | 0.00% | 0.00% | 0.00% | 0.00% | $ 12,000,000 | $ - 0 |
Total Media Buy Cost $ - 0
* The average percentage for all years will be used as the "Cost" to be multiplied by the Estimated Investment. The Evaluation Cost for each category will be added together for a Total Media Buy Cost, which will be used in the formula on the Proposed Cost Summary.
Public Relations
| COST PROPOSAL & SCORING GUIDE |
| NOTICE: THIS COST PROPOSAL MUST BE COMPLETED EXACTLY AS REQUIRED |
| COST PROPOSAL SCHEDULE - The Cost Proposal, detailed below, shall indicate the proposed price for the entire scope of service including all services defined in the Scope of Services of the RFP Attachment 6.6., Pro Forma Contract and for the opening and thereafter in accordance with any contract resulting from this RFP. All monetary amounts shall be in U.S. currency and limited to two (2) places to the right of the decimal point. | |||||||
| Cost Proposal Response Template, RFP Attachment 6.3; Public Relations, Contract reference Section A.11. | |||||||
| PROPOSER LEGAL ENTITY NAME: | State Use Only | ||||||
| Cost Item Description | Proposed Cost | Proposed Cost | Proposed Cost | Proposed Cost | Proposed Cost | Evaluation Factor | Evaluation Cost |
| (cost x factor) |
| DESCRIPTION | UOM | Year 1 | Year 2 | Year 3 | Year 4 | Year 5 | ||
| Monthly Retainer, to cover Scope of Services in Section A.11., to include direct and indirect costs per Section C.2. of the Contract | Monthly | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 12 | $ - 0 |
| Reporting Tools | Yearly | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 1 | $ - 0 |
| Travel to/for immersion tours, strategic planning meetings and or state conference travel, as limited by C.4. | Monthly | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 12 | $ - 0 |
| Media Engagements (e.g. Media Visits, Group Press Trips, and Media Events) | Monthly | $ - 0 | $ - 0 | $ - 0 | $ - 0 | $ - 0 | 12 | $ - 0 |
| Public Relations Average | $ - 0 |
These costs are averaged over the life of the contract, then the sum of all items' average score will be used as as the score for the formula on the Proposed Cost Summary.
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