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 proposal requires bidders to submit pricing across three primary cost categories: core team rate cards (hourly rates for positions across account management, strategic planning, creative, digital services, media, and production departments for years one through five), media buys expressed as a percentage markup against an annual estimated investment of $12,000,000, and public relations services including monthly retainers, reporting tools, travel, and media engagement activities. The response deadline is February 25, 2026, with oral presentations by the top three technical scorers scheduled for March 24-27, 2026. Contract award is anticipated for April 13, 2026, with a contractor signature deadline of April 24, 2026. The contract term is five years, beginning July 1, 2026, with an estimated annual spend ranging from $25,000,000 to $30,000,000, bringing the total contract value to approximately $125,000,000 to $150,000,000 over the five-year period.
Cost proposals are evaluated on a maximum of 20 points, divided among core team rate cards (6 points), media buy costs (13 points), and public relations services (1 point), with scoring based on the lowest proposed cost from all submissions. All monetary amounts must be in U.S. currency limited to two decimal places, and the cost proposal must remain valid for at least 120 days after opening. The proposal notes that evaluation factors do not constitute volume guarantees or minimum purchase quantities, and the State is under no obligation to request any specific dollar amounts or work during the contract period. The incumbent contractor is WPP Group USA INC dba VML LLC, which generated $13.27 million in media spend and $5.33 million in contractor fees during Fiscal Year 2024-2025. Bidders must complete the proposal exactly as required and have an individual empowered to bind the entity sign the document, with evidence of authority required if the signatory is not the President or Chief Executive Officer.
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Text version
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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