7-Addendum 2- 26RFP002 OLD TOWN ADVERTISING, MARKETING AND PUBLIC RELATIONS.pdf

ADDENDUM #2

REQUEST FOR PROPOSAL

26RFP002

OLD TOWN ADVERTISING, MARKETING AND PUBLIC RELATIONS

August 21, 2025

NOTICE TO ALL BIDDERS AND PLAN HOLDERS

The Solicitation is amended by the following clarifications/changes/additional information. If any provision in this Addendum conflicts with any existing provisions in the Solicitation, this Addendum will control. All other terms, conditions, and provisions of the Solicitation remain in effect as published.

PROPOSAL SUBMITTAL AND PUBLIC OPENING DATES DEADLINE

The proposal and public opening remain unchanged.

2:00 P.M., LOCAL TIME, THURSDAY, SEPTEMBER 4, 2025

Questions and Answers: The following questions were received during the open Q&A period and will close on August 27, 2025.

Q1. How does the City envision coordination between this selected agency and Experience

Scottsdale’s broader tourism marketing efforts?

A1. The Tourism & Events Division and Experience Scottsdale work closely together to generate tourism for the city of Scottsdale. While the two entities focus on separate target audiences, the city and Experience Scottsdale align strategically and harmoniously on objectives and brand positioning. Experience Scottsdale is the destination marketing organization for Scottsdale and focuses on reaching a national and international target audience via a multitude of avenues.

This RFP is for an agency to focus on driving tourism to Old Town Scottsdale, with a sole focus on local visitors via advertising, marketing and public relations. The agency will not work on a daily basis with Experience Scottsdale, but certainly the overall messaging will be in sync and involves a cohesive working relationship with Experience Scottsdale.

Q2. To what extent should district-specific branding be differentiated versus unified under the overall Old Town Scottsdale brand?

A2. The city is open to further research and discussion with the chosen vendor.

Q3. Are there priority audiences within “residents and in-market visitors” (e.g., locals vs. regional day-trippers vs. staycationers) that should be emphasized?

A3. The city’s marketing focuses primarily on a 20-mile radius.

Q4. Does the City anticipate using paid media heavily, or is there a preference for earned/owned strategies first?

A4: Historically, the city has had a balance of paid and unpaid media. The city is open to exploring new strategies and tactics when an agency is in place.

Q5. For the 6–8 annual campaigns, how many does the city expect to be major, multi-channel campaigns vs. smaller tactical efforts?

A5: Historically, the main annual campaigns have been multi-channel campaigns

Q6. To what extent should campaigns be seasonally tied (e.g., spring training, winter visitors, holiday shopping) versus evergreen?

A6. Historically, the campaigns have included Scottsdazzle, Western Week, Spring Training, June

Days, District-Specific Focus and Evergreen.

Q7. How much flexibility will the agency have to propose experiential activations in Old Town—are there permitting or budget constraints we should anticipate?

A7. The city is open to experiential activations and will assist with city processes and approve the budget of any accepted proposals.

Q8. Will the City provide baseline data for KPIs like foot traffic, website engagement, and merchant sales?

A8. Yes, the city can share past campaign reports that do provide KPIs. The city also has access to aggregated sales tax data.

Q9. Is the City open to agency-recommended KPIs beyond those listed (sentiment analysis, influencer engagement, content shareability)?

A9. Yes

Q10. What reporting cadence is expected beyond the standardized dashboard (monthly, quarterly, or campaign-based)?

A10. This will need to be established, but it is primarily campaign-based, although many activations are year-round such as social media and the website, which might require additional reporting.

Q11. Are there existing brand guidelines for Old Town Scottsdale beyond the city’s tourism brand, or should the agency propose refinements?

A11. Old Town Scottsdale has its own logo and branding, separate from the main city logo. The current look and feel is visible on OldTownScottsdaleAZ.com.

Q12. What is the City’s preferred approach for creative testing (e.g., A/B digital testing vs. stakeholder workshops)?

A12. It will vary and include a mix.

Q13. Are there key business associations or merchant groups we should anticipate collaborating with directly?

A13. The city works closely with its Old Town merchants and business associations. The agency, as the city’s partner, will also play a role in these partnerships. The agency may be requested to attend listening or input sessions hosted by the city as well as engage Old Town stakeholders in the development of marketing efforts and test the relevance and effectiveness of campaign materials.

Q14. Regarding OldTownScottsdaleAZ.com, does the City envision a full redesign, or primarily maintenance and content updates?

A14. The city does not envision a redesign. The city is open to suggestions or recommendations, but this is not a primary objective for 2025/2026. The team also manages Scottsdazzle.com. The agency should be equipped to build a website from both a technical and creative standpoint, if necessary, or outsource as necessary. This should be outlined in the RFP response.

Q15. Will the selected agency have full creative and technical control over

OldTownScottsdaleAZ.com, or will the City retain certain functions internally?

A15. The city manages the website, but works closely with the agency on creative design, SEO and backend support.

Q16. Does the City already have accessibility/ADA audits in place, or will the agency be expected to perform them?

A16. Yes, these are up to date, but the city will ask the agency to ensure they stay current.

Q17. Are there specific ADA or accessibility standards the City prioritizes beyond WCAG compliance?

A17. This can be discussed once an agency is in place.

Q18. What tools do you use to ensure ADA compliance?

A18. This can be discussed once an agency is in place.

Q19. What level of proactive vs. reactive PR support is expected (ongoing story pitching vs. as-needed)?

A19. It is primarily proactive.

Q20. Will the agency be the first point of contact for media inquiries, or will those be filtered through

City staff first?

A20. The city is the main POC.

Q21. Are you requesting 2-3 case studies in total, or ~24 case studies for the areas outlined?

A21. 2-3 in total.

Q22. Do you require team resumes in addition to their bios?

A22. The requirement is for a summary that illustrates the qualifications of the key personnel that will be involved in projects covered by the scope of this solicitation. Resumes are welcomed.

Q23. Many references don’t have a fax line. Will references be accepted without this contact detail?

A23. A fax line is not required.

END OF ADDENDUM #2

Eveline Vanda

Purchasing Manager evanda@scottsdaleaz.gov

By signing and submitting a Bid or Proposal, the Bidder/Proposer is acknowledging that they will abide by all Addenda issued prior to the opening of the Bids/Proposals and agreeing that all pricing takes into account all such Addenda.

mailto:evanda@scottsdaleaz.gov