9077 - Questions and Answers Continued.pdf

FLORIDA DEPARTMENT OF TRANSPORTATION

Procurement Office

605 Suwannee Street, MS 20 Tallahassee, Florida 32399-0450

Phone: (850) 414-4100

“CONTINUED” QUESTIONS AND ANSWERS

DATE: April 5, 2022

BID NO.: DOT-RFP-22-9077-CA

BID TITLE: Florida’s Advanced Traveler Information System (ATIS) Marketing

OPENING DATE/TIME: April 13, 2022 at 3:00 pm (LOCAL TIME)

Notice is hereby given of the following changes to the above-referenced SOLICITATION:

The Department inadvertently left off questions that was received timely. This document is to address those questions:

• Questions and Answers provided below:

Question 7

Is there an incumbent agency?

Answer 7 Yes, Sonshine Communications.

Question 8 If there is an incumbent agency, how long have they had the contract?

Are they eligible to be awarded this contract?

Answer 8 The contract with the incumbent was for five years. The incumbent is eligible to bid/respond to the solicitation.

Question 9

Overall, do you feel the most recent contractor exceeded the expectations of the current or most recent contract? If no, what key performance indicators are underperforming?

Answer 9 Yes, they are meeting or exceeding expectations.

Question 10

What advertising and marketing vendors have been contracted to support ATIS systems in the last three years?

Answer 10

Sonshine Communications

Question 11

What is the annual budget to support the marketing efforts of ATIS?

Answer 11 See response to Question 1.

Question 12

Please provide a list of all vendors that submitted questions for this RFP.

Answer 12 A list of all proposers is not available at this time. Please see the timeline in the solicitation document for more details.

Question 13

Will FDOT give preference to vendors that have experience with FDOT initiatives in the “prior relevant experience” section experience?

Answer 13 All responses will be scored on the submitted written experience response.

Question 14

Will FDOT consider giving full points to vendors in the “prior relevant experience” section to vendors that demonstrate successful strategies reaching and engaging Floridians on behalf of other state agencies, even if the experience wasn’t with FDOT or ATIS initiatives?

Answer 14

Consideration will be given for well written experience responses.

Question 15

What are the biggest challenges FDOT experiences in marketing Florida’s ATIS?

Answer 15 Expanding users to the underserved populations.

Question 16

Can you expand upon what is meant by “coverage to a more expansive group of users” in goal #1? Are there specific audience segments (i.e.

older drivers, younger drivers, specific transportation users like truckers, etc.) that should be prioritized?

Answer 16

We are open to ideas for a more expansive group of users, examples could be aging travelers, professional drivers, visitors, etc.

Question 17 Can you please further define FDOT’s reference to “underserved populations” in goal #2?

Answer 17 Underserved is defined by US Census Bureau.

Question 18

Can you share any and all research that has been conducted to date that could shed light on the barriers/motivations on target audiences?

Answer 18 That data is not available at this time.

Question 19

What was the media mix for the last fiscal year? How much of the budget was dedicated to public relations, TV, radio, digital, out of home, etc.?

Answer 19 Budget was not dedicated to any specific topic, data on the media mix is not available.

Question 20

What was the annual budget for this program last fiscal year?

Answer 20 FY 21 budget was $1,000,000.

Question 21

What is the biggest challenge you face currently in marketing ATIS to residents?

Answer 21 Marketing to the underserved population.

Question 22

Is there an incumbent agency participating in the review process? If so, who is it?

Answer 22 No.

Question 23

What are the key milestones for this project?

Answer 23 Educating Florida residents and visitors about FL511 advanced traveler information.

Question 24

What is the budget for this project, and is there additional funding allocated for paid media?

Answer 24 $950,000 budgeted annually, budget includes paid media, no additional funding available.

Question 25

Given the 15-day timeframe for submitting a marketing plan after the start of work, what research/background information do you expect will inform the marketing plan, particularly in the situational analysis?

Answer 25

The current contract has research in que to address in the next advertisement’s marketing plan.

Question 26

Can you share which agencies submitted questions?

Answer 26

• MCCI - Mort Crim Communications, Inc.

• Moore

• Horsepower Electric, Inc.

• Smartlite