Addendum 1 - ITN-2025-255-YR.pdf

PROCUREMENT SERVICES

Cypress Creek Administrative Center 6400 NW 6th Way, Fort Lauderdale, FL 33309

Phone 954-201-7455/Fax 954-201-7330

ADDENDUM No. 1

SOLICITATION No.: ITN-2025-255-YR

TITLE: MARKETING AND PUBLIC RELATIONS SERVICES - REBID

DATE: June 3, 2025

This addendum is being issued to clarify and/or revise the solicitation documents, virtual solicitation conference meeting clarifications, and/or solicitation specifications. This Addendum modifies, supplements, and/or replaces information in the INVITATION TO NEGOTIATE (ITN) titled MARKETING AND PUBLIC RELATIONS SERVICES

- REBID (ITN-2025-255-YR) and is hereby made part of the original solicitation documents.

Unless specifically modified by this Addendum, the previously issued documents remain unchanged and in the event of a conflict between this Addendum and previously issued documents, this Addendum shall prevail.

REVISIONS TO SOLICITATION

1. CHANGE TO SOLICITATION DUE DATE

New Solicitation Due Date: Friday, June 20, 2025.

This change will delete the current solicitation due date of Tuesday, June 10, 2025, and replace it with the new solicitation due date of Friday, June 20, 2025, in the following sections of the solicitation document:

TITLE PAGE, SECTION 1 – REQUIRED RESPONSE FORM, SECTION 2.7 – TIMELINE, AND

ATTACHMENT J – PERFORMANCE EVALUATION SURVEY FORM (REFERENCES).

2. REFER TO SECTION 3.18 – PRICE ADJUSTMENTS

DELETE:

PRICE ADJUSTMENTS. Prices offered shall remain firm for the initial five (5) year contract through contract expiration date. No price increases shall be accepted in the initial contract term. A request for price adjustment, with proper documented justification, may be submitted only at the time of invitation to renew contract, approximately sixty (60) days prior to contract expiration and take effect only when the Vendor has received written approval from the College. Any price adjustment invoiced without prior written approval from the College shall not be paid and the invoice returned to the Vendor for correction.

REPLACE WITH:

PRICE ADJUSTMENTS. Prices offered shall remain firm for the initial three (3) year contract through contract expiration date. No price increases shall be accepted in the initial contract term. A request for price adjustment, with proper documented justification, may be submitted only at the time of invitation to renew contract, approximately sixty (60) days prior to contract expiration and take effect only when the Vendor has received written approval from the College. Any price adjustment invoiced without prior written approval from the College shall not be paid and the invoice returned to the Vendor for correction.

ITN-2025-255-YR – MARKETING AND PUBLIC RELATIONS SERVICES - REBID

3. RESPONSES TO QUESTIONS AND REQUESTS FOR INFORMATION FOR ITN

Q1 What is the total compensation value of the contract?

R1 The total annual compensation value of the contract is approximately $1.3 - $1.4 million.

Q2 Could you let us know if you have a local preference or are you open to a Canadian agency that has done similar work with clients across the United States, with some currently being the State of California, Colorado and Wyoming?

R2 The College is open to any vendor that meets the applicable minimum eligibility criteria outlined in

SECTION 4 – SUBMITTAL REQUIREMENTS and is available locally for in-person events (e.g., commencement, back to school) and on-campus production shoots. Additional needs may arise throughout the contract period.

Q3 Could you let us know what the annual spend is to be across the entire contract or through each category of work?

R3 The current media spend is $942,000 annually, but this amount is subject to change based on the

College’s overall budget. Refer to R1 for entire contract amount.

Q4 How many vendors do you anticipate bringing on through this procurement process?

R4 To be determined by the College Evaluation Committee.

Q5 What would be the call-up process for the projects across this procurement process?

R5 This information may be discussed with shortlisted vendor(s).

Q6 Contract for Services: Citing Clause 29 – E-VERIFY

a. Could we request a waiver on the e-verify requirements as we are located in Canada but do a lot of work in the States?

b. Could we request a waiver for the Respondent Taxpayer Identification Number, as we are a Canadian based agency? Or

c. Could this be required to complete the Invitation to Negotiate?

R6 See below responses.

a. No.

b. No.

c. Yes.

Q7 In Attachment B – Do we fill out both columns (non-retainer) or do we choose one of them?

R7 You may choose to complete one or both columns, depending on what is relevant to your proposal.

Q8 What is the estimated budget for Marketing?

R8 The estimated budget for Marketing for the FY2024-2025 is $1.25 million annually.

Q9 What is the estimated budget for Public Relations?

R9 The estimated budget for Public Relations for FY2024-2025 is $100k annually.

Q10 Would you please provide us with the names(s) of the Agency of Record for Marketing?

R10 The current agency of record for marketing services is Pace Communications Group with contract expiring in December 2025.

Q11 Would you please provide us with the names(s) of the Agency of Record for Public Relations?

R11 The College currently does not have an agency of records for public relations. However, under the new contract, the College is expected to have an agency of record for public relations.

Q12 Will the Agency of Record(s) be bidding on this ITN to be one of the pool of vendors or will they continue to be the Agency of Record? If they continue to be the Agency of Record, how do you see the pool of vendors working with them?

R12 Any qualified vendor, including the current agency of record, may bid on this solicitation.

Q13 How many vendors do you expect to include in the new vendor pool?

R13 Refer to R4.

Q14 What is your typical annual media buying budget?

R14 Refer to R3.

Q15 Have certain digital media channels performed particularly well- or poorly – in the past?

R15 This information may be discussed with shortlisted vendor(s)

Q16 What key challenges or opportunities are you aiming to address through this vendor selection process?

R16 The College aims to address key challenges and opportunities such as increasing student enrollment, improving retention rates, and enhancing brand visibility across our diverse target audiences. Selected marketing and public relations vendor(s) will serve as strategic partners in supporting comprehensive marketing, advertising, and public relations initiatives.

Q17 Will a vendor’s physical location play a role in the evaluation or selection process?

R17 Refer to R2.

Q18 Can you clarify the intended compensation structure for Marketing Services (Group A)? The scope states per-project basis, but the pricing form requests retainer-based pricing as well.

R18 Vendor(s) may propose the compensation structure that aligns best with their service model, whether project-based or retainer-based. The College is open to evaluating both structures based on what is most advantageous and responsive to the needs outlined in the ITN.

Q19 Could you clarify the role of the current agency of record versus the vendors selected through this

ITN? Will selected vendors be supplementing the work of the current agency of record or potentially replacing them?

R19 The current contracts expire in December 2025. The structure in which an agency of record and additional vendors support the College will be decided by the College Evaluation Committee.

Q20 How should vendors indicate the proposed media buying fee structure (commission or markup percentage) in the Price Response Form??

R20 Refer to R7. Vendor(s) should include the markup percentage or fee in the ATTACHMENT B - PRICE RESPONSE FORM as specified.

Q21 Can you confirm the initial contract term will be three years with three possible one-year renewals as stated in Section 3.1?

R21 Confirmed.

Q22 Can you clarify the distinction between social media services in Group A versus "social media support as needed" in Group B?

R22. Refer to ATTACHMENT A – SCOPE OF WORK, SECTION 3.5, SECTION 4.2, and SECTION 5 of the

ITN document.

Q23 What is the anticipated annual budget for these marketing and PR services? Is there a specific allocation for each group (A, B, and C)?

R23 Refer to R8 and R9.

Q24 Who are the current contracted vendors providing these marketing and PR services, and when do their contracts expire?

R24 The current contracted vendors are Pace Communication Group for marketing services and Beber

Silverstein Group for public relations services. Both contracts are set to expire in December 2025.

Q25 What aspects of the current vendor relationships have been most successful, and what areas would you like to see improved with new vendors?

R25 The College prefers not to disclose.

Q26 What are the most urgent or high-priority projects anticipated for the first 6-12 months of the contract period?

R26 This information may be discussed with shortlisted vendor(s), refer to R16.

Q27 Beyond enrollment goals, what specific KPIs or metrics will be used to evaluate the success of marketing and PR initiatives?

R27 This information may be discussed with shortlisted vendor(s).

Q28 How does the College define ROI for marketing and PR efforts? Are there specific conversion metrics you track?

R28 The College defines ROI primarily through Cost per Lead and conversion rates from leads to enrolled students.

Q29 What is the structure of the College's internal marketing and PR teams, and how do you envision collaboration with vendors?

R29 This information may be discussed with shortlisted vendor(s).

Q30 How frequently do you expect vendor teams to be on-site at the College?

R30 The current estimated frequency is approximately 6-8 times per year for marketing and production needs.

Public relations and social media support may be required on a weekly to monthly basis. Frequency is subject to change based on the evolving needs of the College.

Q31 Beyond Pardot and TargetX, what other marketing technology platforms does the College use that vendors would need to integrate with?

R31 Information is not available at this time.

Q32 Does the College have any specific reporting dashboards or formats that vendors would be expected to use or adapt to?

R32 Information is not available at this time.

Q33 What are the College's current enrollment trends and specific challenges that marketing and PR efforts should address?

R33 This information may be discussed with shortlisted vendor(s).

Q34 Which academic programs or initiatives are highest priority for recruitment and retention efforts?

R34 This information may be discussed with shortlisted vendor(s).

Q35 How does the College differentiate itself from other higher education institutions in the region?

R35 The College differentiates itself through a strong commitment to access, affordability, and workforce alignment. Serving one of the most diverse student populations in the nation, with over 52,000 students representing more than 100 countries, the College provides high-quality academic and career pathways designed to meet the evolving needs of the community and regional economy.

Q36 Are there specific competitive institutions that you're most focused on in your marketing strategy?

R36 This information may be discussed with shortlisted vendor(s).

Q37 Beyond the dates provided in the Timeline (Section 2.7), is there an anticipated date for final contract execution and project kickoff?

R37 The current contracts are set to expire in December 2025. The College anticipates that the new vendor(s) will begin services at that time to ensure a seamless transition and minimize any potential downtime.

Q38 Can the College clarify if respondents will be evaluated on their responses to both the fee (hourly-non retainer) and fee (retainer based-unlimited hours). Or are respondents to submit one type of fee for each service?

R38 Refer to R18.

Q39 Can the college clarify if the fee for services is to include only labor (not ODCs, Printing, Media

Spend, etc.

R39 Vendor(s) should include all relevant costs related to achieving the marketing and/or public relations strategy, including but not limited to labor, printing, media spend, and other direct costs.

Q40 Can the College please clarify if vendors interested in both PR & Marketing need to submit two separate proposals, or will one be acceptable?

R40 Only one reply document is required if submitting response for both marketing services and public relations services. Refer to SECTION 1 – REQUIRED RESPONSE FORM (Page 2) of the ITN document.

Q41 Who are the incumbent vendors (or agency of records) for the PR and Marketing Services?

R41 Refer to R24.

Q42 Page 10 states the contract is establish a contract(s) beginning with contract commencement date and continuing for a period of three (3) years, or as agreed to in resulting contract. Contract Renewal(s). The term of the contract may, by mutual agreement between the College and the awardee(s), upon final College approval, be renewed for three (3) additional one-year periods, or as agreed to in resulting contract.

Page 15 states "establish a contract(s) beginning with contract commencement date and continuing for a period of three (3) years, or as agreed to in resulting contract. Contract Renewal(s). The term of the contract may, by mutual agreement between the College and the awardee(s), upon final College approval, be renewed for three (3) additional one-year periods, or as agreed to in resulting contract"

Can the college clarify the number of years for the contract term (5 or 6?)

R42 Refer to SECTION 3.1 – CONTRACT TERM and SECTION 3.1.1 – CONTRACT RENEWAL of the ITN document and R21, up to six (6) years between contract original term and renewal options.

Q43 On page 37, it is stated that vendors for marketing services will be “contracted on a per project basis” and on page 41, vendors for public relations services “will be contracted on a retainer basis.” On page 23 in the submittal.

R43 Vendors may submit replies using either a project-basis or retainer basis, as suits their service model.

Q44 Requirements, under Proposal Methodology, it asks for a “Timeframe. Provide a detailed project timeframe and key milestones to implement and execute the services.”

Can the College clarify what project vendors need to produce a timeline for if the services will be as needed?

R44 Information is not available at this time.

Q45 Would the College prefer selected vendors to conduct the interview/presentations in person?

R45 No. Interviews/Presentations will be conducted virtually via Microsoft Teams.

Q46 Can the college clarify the duration of the retainer (e.g., monthly, quarterly) and the parameters around the “unlimited hours” noted in the price response form.

R46 Currently, invoicing is conducted on a monthly basis. Vendor(s) may propose a compensation structure that aligns with their service model. The College remains open to evaluating proposals that are most advantageous and responsive to the needs outlined in the solicitation document.

Q47 Do you anticipate any extensions beyond the current June 10, 2025, 2:30:00 PM EDT deadline?

R47 Refer to SECTION 1 of this ADDENDUM.

Q48 What are the primary pain points you've experienced with your current marketing providers?

Q48 The College prefers not to disclose.

Q49 What achievements within Broward College's Marketing and Public Relations Services should be prioritized in our campaign?

Q49 Refer to R35.

Q50 Will this bid require an on-site liaison as the main point of contact?

R50 No, an on-site liaison is not required.

Q51 From your perspective, what is the primary motivation for engaging in this initiative?

R51 Refer to SECTION 2.2 – PURPOSE, SECTION 2.3 – OBJECTIVE AND MINIMUM ELIGIBILITY

CRITERIA, and ATTACHMENT A – SCOPE OF WORK of the solicitation document.

Q52 Could you provide insights into the budget allocated for this bid, particularly for media and creative services?

R52 Refer to R3 and R8.

Q53 Does Broward College plan to negotiate post-contract award?

R53 Refer to SECTIONS 6.4.1 and 6.4.2 of the solicitation document. The College reserves the right to conduct additional negotiations with recommended Respondent(s) following the posting of the Award Recommendation and prior to contract execution.

Q54 Who was awarded the previous contract, its duration, and value?

R54 Refer to R24 for current contracted vendors and contract duration. Refer to R1 and R3 for information related to the contract value.

Q55 Could you please provide the names of the firm(s) and the contract amounts for the Integrated

Marketing and Communications Services (ITN-2018-007-ZR) contracts scheduled to expire on December 25, 2025?

R55 Refer to R54.

Q56 Are there specific college departments or external vendors we should coordinate with regularly?

R56 Vendor(s) should coordinate regularly with the College’s Internal Marketing and Strategic Communications department.

Q57 What are the established key milestone dates?

R57 Refer to SECTION 2.7 – TIMELINE for solicitation milestone dates. Regarding strategic milestone dates related to Marketing and Public Relations, this information may be discussed with shortlisted vendor(s).

Q58 Is there a preferred platform or format for shared timelines and accountability tracking?

R58 Information is not available at this time.

Q59 How should meeting notes, action items, and decisions be documented?

R59 Information is not available at this time.

Q60 Does Broward College utilize specific project management tools or systems?

R60 The College currently utilizes Lytho and Slack for project management.

Q61 Are there standardized reporting formats or dashboards we should adhere to?

R61 No. The College does not currently utilize standardized reporting formats or dashboards.

Q62 What key performance indicators (KPIs) or success measures are crucial to your leadership?

R62 Refer to R28.

Q63 How frequently would you like progress reports or performance dashboards shared, and in what format?

R63 Progress reports or performance dashboards are typically expected on a monthly basis, as well as year-end. Format specifications can be discussed with shortlisted vendor(s).

Q64 Who within Broward College is responsible for approving deliverables?

R64 Refer to R56.

Q65 What core messages does Broward College wish to communicate to the public?

R65 Refer to R16 and R35.

Q66 Is there an updated brand guide or messaging framework we should follow?

R66 Yes, refer to the Broward College Brand Manual available at: https://www.broward.edu/design-system/_docs/browardcollege_brandmanual.pdf .

Q67 How does Broward College position itself relative to other Florida colleges or institutions nationally?

R67 Refer to R35.

Q68 Which audiences are targeted for PR efforts?

R68 This information may be discussed with shortlisted vendor(s).

Q69 Are language translation services required?

R69 Yes, language translation services may be required on an as needed basis.

Q70 Do you possess audience personas or demographic data that could aid in media targeting?

R70 Yes, this information may be shared with shortlisted vendor(s).

Q71 Are there specific community groups or underrepresented populations prioritized for engagement?

R71 Yes, this information may be shared with shortlisted vendor(s).

Q72 Are there upcoming institutional events or announcements necessitating media outreach?

R72 Yes, this information may be shared with shortlisted vendor(s).

Q73 Will the firm be expected to manage press at live events or coordinate media availability for leadership?

R73 Information is not available at this time.

Q74 Does Broward College have an existing crisis communications protocol or escalation structure?

R74 Yes, this information may be shared with shortlisted vendor(s).

Q75 How does Broward College define PR success (e.g., media impressions, press placements, engagement, sentiment)?

R75 This information may be discussed with shortlisted vendor(s).

https://www.broward.edu/design-system/_docs/browardcollege_brandmanual.pdf https://www.broward.edu/design-system/_docs/browardcollege_brandmanual.pdf

Q76 Are there particular outlets or types of coverage deemed high value?

R76 Yes, this information may be discussed with shortlisted vendor(s).

Q77 How closely will the firm collaborate with your internal marketing and communications teams?

R77 Refer to R56.

Q78 Will subject matter experts be available for media interviews or content development?

R78 Yes. The College maintains an internal database of subject matter experts (SMEs) who are available to support media interviews and content development.

Q79 Will Broward College be looking to partner with an official Agency of Record, or with a group of agencies on a project basis?

R79 Refer to R19.

Q80 The ITN states that current marketing contracts expire on December 25, 2025. How soon would the newly selected agency begin working on the account to ensure a smooth transition?

R80 Refer to R37.

Q81 If the College selects a respondent whose rates are slightly higher than the next runner-up, will the College consider requesting best and final rates or entering negotiations to award the preferred agency?

R81 This is an Invitation to Negotiate (ITN), the College reserves the right to enter negotiations, including requesting a Best and Final Offer (BAFO), with the top-ranked Respondent(s) to achieve the best overall value prior to awarding the contract.

Q82 To better understand the scope, can Broward College provide an example of an annual budget for the combined services requested in the ITN?

R82 Refer to R8 and R9.

Q83 For the responses, is the College expecting agencies to include process overviews, strategic planning descriptions, and case studies to demonstrate capabilities?

R83 Yes, the College prefers the vendors include process overviews, strategic planning descriptions, and case studies if it is deemed necessary to support their reply.

Q84 Are there any current enrollment statistics or future benchmarks Broward College aims to achieve in the next academic term?

R84 While enrollment growth is a general goal, there are currently no quantifiable benchmarks in place.

Q85 In addition to traditional enrollment KPIs, is there any other information the College can share to help define success?

R85 Not at this time.

Q86 How does Broward College define success for this engagement? Are there specific KPIs or benchmarks you’re aiming to improve?

R86 Yes, this information may be discussed with shortlisted vendor(s).

Q87 Can you elaborate on the strategic goals tied to this initiative, enrollment growth, brand awareness, engagement, or other outcomes?

R87 Not at this time.

Q88 Are there any priority student segments (e.g., first-generation, adult learners, certificate/workforce students) that the campaign should emphasize?

R88 Yes, this information may be discussed with shortlisted vendor(s).

Q89 Who will be the day-to-day point of contact, and what does the internal review/approval process typically look like?

R89 Refer to R56.

Q90 How often do you expect meetings, reporting, or performance reviews?

R90 To be determined; either weekly, monthly or ad-hoc as needed.

Q91 What has worked well or poorly with past agency relationships?

R91 The College prefers not to disclose.

Q92 Do you have a brand guide or existing creative direction we should follow, or is there flexibility for new development?

R92 Refer to R66.

Q93 What are the expectations or requirements regarding photo and video production? Should the agency plan for on-site content capture, or can existing assets be repurposed?

R93 Refer to R2.

Q94 What is the current media mix in place, and are there channels or platforms you’re hoping to explore further?

R94 This information may be discussed with shortlisted vendor(s).

Q95 Are there any geographic or demographic targeting limitations we should know about?

R95 No, there are no geographic or demographic targeting limitations at this time.

Q96 Will the awarded agency have input into how the budget is allocated across scopes based on performance data (media, production, strategy), or is this predetermined?

R96 Yes. The awarded vendor(s) may provide thoughtful input on how the fiscal year budget is allocated across scopes based on performance data.

Q97 Is there any expectation or requirement for the agency to have a local or in-person presence during the engagement?

R97 Refer to R2.

Q98 Is there a dedicated internal team or resource supporting the project (e.g., in-house marketing, admissions, or IT)?

R98 Refer to R56.

Q99 Will the bidder be required to submit requests for exemptions from the sample contract terms with our submission, or will that be negotiated later when a bidder is selected? If we must submit requested exemptions, which section should we include that in?

R99 No, the vendor is NOT allowed to submit request for exemptions with their submission, and the College will NOT accept nor consider request for exemptions included in the vendor’s reply. Refer to SECTION VI

– CONTRACT NEGOTIATIONS of the ITN document, whereas the College reserves the right to negotiate any term, condition, or price with the top-ranked Respondent(s) and the “sample” or base contract for negotiations.

Q100 For the insurance requirements included in the ITN, will there be any exemptions granted (and if so, how can a respondent request exemptions)?

R100 No exemptions will be granted nor included with the vendor’s submission. Refer to SECTION VI –

CONTRACT NEGOTIATIONS of the ITN document whereas the College reserves the right to negotiate any term, condition, or price with the top-ranked Respondent(s). This could include certain insurance requirements.

Q101 The RFP states that "The College currently has contracts for INTEGRATED MARKETING AND

COMMUNICATIONS SERVICES (ITN-2018-007-ZR) scheduled to expire on December 25, 2025."

Should the bidder expect the contract to begin before or after that date?

R101 Refer to R37.

Q102 Are there any particular initiatives, events, or other items the College would like the respondent to highlight in their proposal for public relations services?

R102 No.

Addenda should be returned with the response. Failure to do so may disqualify your response. Please sign below to verify that you have read and understand this addendum.

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“Failure to file a protest within the time prescribed in Section 120.57(3), Florida Statutes, or failure to post the bond or other security required by law within the time allowed for filing a bond shall constitute a waiver of proceedings under chapter 120, Florida Statutes.”