8-Addendum 3- 26RFP002 OLD TOWN ADVERTISING, MARKETING AND PUBLIC RELATIONS.pdf
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- Solicitation number
- 26RFP002
- Issued by
- Maricopa County, Arizona
About this file
This is Addendum #3 to Request for Proposal 26RFP002 issued by the City of Scottsdale for Old Town Advertising, Marketing and Public Relations services, dated August 25, 2025. The RFP seeks a comprehensive marketing agency to provide advertising, marketing, public relations, social media management, website support, branding, stakeholder engagement, and performance measurement services for Old Town Scottsdale tourism promotion. The proposal submission deadline has been extended from September 4, 2025 to September 11, 2025 at 2:00 P.M. local time. Weekly meetings with the Tourism & Events team are required, with additional meetings potentially necessary during initial project phases. The city's primary goal is to drive local tourism to Old Town Scottsdale and maintain its positioning as a world-class destination.
The city will provide an overall annual budget covering all contracted services but is open to reviewing agency budget recommendations and allocation strategies. Historical data including foot traffic, social engagement, and web analytics will be provided to establish KPI benchmarks. The city prefers third-party reporting platforms and focuses on impressions and equivalent value for PR success metrics. The agency must be independently owned and operated with flexibility to purchase media from various sources based on the city's needs. Co-op media buys are not typically utilized, though event and program collaborations are frequent. The city has provided brand standards guidelines as Exhibit A and will work directly with agency personnel through city spokespeople for PR efforts. Agencies offering only partial services may still be considered, and the city may select different vendors for different service components.
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ADDENDUM #3
REQUEST FOR PROPOSAL
26RFP002
OLD TOWN ADVERTISING, MARKETING AND PUBLIC RELATIONS
August 25, 2025
NOTICE TO ALLBIDDERS 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 date has changed to the following:
FROM: 2:00 P.M., LOCAL TIME, SEPTEMBER 4, 2025
TO: 2:00 P.M., LOCAL TIME, SEPTEMBER 11, 2025
Questions and Answers: The following questions were received during the open Q&A period and will close on August 27, 2025.
Q1. What is the single most important challenge Old Town is facing?
A1. Not necessarily a challenge, but a continuous goal for the city’s Tourism & Events division and the agency is to drive local tourism to Old Town Scottsdale and maintain and enhance its brand positioning as a world-class destination for visitors and locals.
Q2. Is there any collaboration or shared resources/budget with Experience Scottsdale? What, if any, are the existing partnerships affiliated with Old Town Scottsdale?
A2. Please see response to question # 1 in Addendum #2.
Q3. Are there opportunities for co-op media buys with local businesses, attractions, or hotels to stretch budget and amplify reach?
A3. We don’t usually have co-op media buys, although event and program collaborations are frequently executed.
Q4. When considering website support, is that to include an all-inclusive redesign of oldtownscottsdaleaz.com or just ongoing optimization, weekly updates, SEO, and general management? a. What CMS is being used? Is the agency expected to manage the databases?
Do they have existing software/tools to track media or are they expecting that from their agency?
A4: Please response to question #14 in Addendum #2
Q5. Will the agency engage directly with merchants and cultural stakeholders, or only via City-led communications?
A5: Please response to question #13 in Addendum #2
Q6. Will we work directly with City spokespeople or through a communications team for PR efforts?
A6. Directly through the city spokespeople
Q7. Will the City be providing an overall annual budget that covers all contracted services (account management, creative, branding, PR, social media, media buying, website, stakeholder engagement), or should the agency propose a full budget recommendation?
A7. Please see response to question # 2 in Addendum #1.
Q8. Will historical data (foot traffic, social engagement, web analytics) be provided to establish KPI benchmarks/baselines?
A8. Please see response to question # 8 in Addendum #2.
Q9. Does the City preferred analytics/reporting platforms or should the agency propose its own?
A9. 3rd party reporting platforms
Q10. What metrics does the City prefer for PR success? (Impressions, sentiment, equivalent value, other?)
A10. Historically, we focus on impressions and equivalent value.
Q11. Are you able to share the existing brand standards guide for us to review?
A11. See attached Exhibit A.
Q12. Do you have an estimated frequency for the stakeholder meetings, workshops or activations the agency would need to attend on a monthly basis?
A12. Weekly meetings with the Tourism & Events team are required, although it might be necessary to have additional meetings in the beginning stages.
Q13. Are you able to provide an annual budget for this RFP, are there expectations around % allocations for agency services over media spend, or is COS looking to the agency to discern this?
A13. Please see response to question # 2 in Addendum #1. The city is open reviewing agency recommendations.
Q14. Are the 9 services outlined considered non-negotiable requirements in order to be considered? In other words, if Public Relations is not a part of our offering, would we be disqualified based on that?
A14. Please see response to question #3 and #5 in Addendum #1.
Q15. Our agency provides agency-like services (campaign planning, digital and OTT targeting, creative support, performance reporting), but we place advertising mostly across our own owned-and-operated and partner media platforms, rather than buying from third-party vendors. Can you confirm if this model qualifies under the City’s definition of an “agency partner” for this RFP?
A15. The agency should be independently owned and operated and open to buying from various sources, based on what fits the city’s needs best.
Q16. Is there a scenario where you would select us one agency for Strategic Planning & performance measurement and then select other partners/vendors for Public Relations, Website & Digital Content Management, for example?
A16. Please see response to question #3 and #5 in Addendum #1.
END OF ADDENDUM # 3
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
BRAND COLOR PALETTE
These are the official colors for the Old Town Scottsdale brand. 540 C and 7579 C are the logo colors. 7402 C is an accent color used in branding.
The percentages represented in the color chips reflect the use value in branding collateral as a dominant, subdominant and accent color story.
| C: | 100 |
| M: | 77 |
| Y: | 45 |
| K: | 40 |
| R: | 3 |
| G: | 51 |
| B: | 78 |
03334E
| C: | 10 |
| M: | 80 |
| Y: | 80 |
| K: | 2 |
| C: | 10 |
| M: | 10 |
| Y: | 40 |
| K: | 0 |
| R: | 217 |
| G: | 87 |
| B: | 66 |
| R: | 98 |
| G: | 0 |
| B: | 5 |
D95742
FDF9EF
CMYKCOLORS RGB WEB HEX
COLOR SPECIFICATIONS
The logo is almost always presented on white. When necessary the logo can be reversed to all white for use on solid colored backgrounds.
LOGO BRAND GUIDE
540 C
7579 C
7402 C
FONTS
The primary focus of the
Old Town Scottsdale logo is a custom designed wordmark, accompanied by the secondary font Futura Bold.
Futura Bold
AaBbCcDdEeFfGgHhIiJiKkLlMm
NnOoPpQqRrSsTtUuVvWwXxYyZz
1234567890
10%
100%
100%
LOGO SPECIFICATIONS
Do not change the direction, juxtaposition, color or the relative proportions of the logo. Always use the layout shown.
EXHIBIT A
File details come from the government source that posted it. Updated .