Addendum_2.pdf

Purchasing Services

2725 Judge Fran Jamieson Way Building C, Room 303

Viera, Florida 32940

ADVERTISING AND MARKETING AGENCY SERVICES

RFQ-5-25-11

MAY 23, 2025

Addendum 2

TO ALL PROSPECTIVE CONTRACTORS

This is an Addendum 2 and shall be considered as part of the original advertisement package for the above-mentioned Request for Qualifications. Consultants are requested to acknowledge receipt of this Addendum with their submission.

CLARIFICATION TO QUESTIONS ASKED RECEIVED:

Q1: Is this indeed a government mandated review?

A: Yes.

Q2: Are you happy with the work of the current agency?

A: Yes.

Q3: What is the expected compensation structure?

A: A monthly fee for all services.

Q4: Are there any current hot buttons that need to be addressed?

A: The RFQ addresses the questions that need to be answered.

Q5: Before we continue, can you please advise if you find our current client, St. Johns County VCB

(St. Augustine, Ponte Vedra & the Beaches/The Historic Coast), to be a conflict?

A: Yes. If you decide to proceed, would need St. Johns County VCB to resign the account.

Q6: Where can we find the existing media flow charts?

A: We will provide the 2024 Marketing Plan, but no more.

Q7: What is the breakdown of the marketing budget (media, production, etc.)?

A: That’s in the Marketing Plan.

Q8: What system does Brevard County use for a reporting dashboard? Is the organization happy with the current platform?

A: Our current agency uses Datorama – we do like it, but it is not required if there is something equivalent.

Q9: Do you have any brand health metrics you can share in regards to Awareness and Recall?

A: We do have this but will share with the selected agency only.

Q10: Are there any special sponsorships that you do that bring significant ROI?

A: No, we do not do sponsorships.

Advertising and Marketing Agency Services

May 23, 2025 Addendum 2 – Page 2

Q11: What are your greatest challenges with tourism overall, and how has this impacted your media performance? What steps are being taken to mitigate this?

A: This isn’t relevant to the RFQ – agencies should focus on the RFQ questions.

Q12: Is there a current photographer/agency/image library that can provide more proprietary materials to work with?

A: There is an extensive library of images and video, but we are not requesting sample creative at this point in the RFQ. If during the RFQ process we decide to ask certain agencies to provide some kind of creative examples, we would give access to our image library at that time.

Q13: Does Brevard County have any contemporary research on Brand Awareness?

A: Yes, but we are not providing it at this time. However, most of our research has been published publicly and may be found in the public domain.

Q14: Is the County looking for a new direction? (i.e. An Evolution or revolution?)

A: No, but we are always open to ideas.

Q15: Is there a company/organization that Brevard County feels does a better job?

A: No.

Q16: Are you trying to recruit visitors from your top source markets or looking to expand out of those markets?

A: Both, but we primarily market in top source markets.

Q17: Are there adjacent goals — like changing perceptions, attracting new business, or elevating resident pride — that should influence how we think about audience strategy?

A: Most likely brand awareness is more important than changing perceptions.

Q18: After reviewing the Vacation Planning Journey (page 71), we’d like to know if you have any visibility into how far in advance your visitors are planning and/or booking their visits to the

Space Coast? This might differ per source market.

A: Planning occurs on an ongoing basis – could be 6 months to 1 year ahead of travel.

Booking happens relatively close in – within 60 days.

Q19: Have you conducted any recent audience research, segmentation, or brand perception studies

— even if you feel they’re limited?

A: Yes, but not providing at this time.

Q20: We see research listed as part of this SOW on an as-needed basis. In the past, how often did you conduct research? What level of engagement and involvement are you expecting from your chosen agency partner?

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A: We do some kind of research annually but have third-party partners assist with this. The chosen agency will be able to provide input. Unless it is research on creative, then we may ask the agency’s assistance.

Q21: How are you balancing the value of insight versus execution in your final evaluation?

A: Samples of work provided should show both insight and execution.

Q22: What are the campaigns that have performed the best in recent years? What campaigns do you feel most authentically represent the Space Coast?

A: The campaign we are currently running has been a top performer and award winner over the last 3-4 years.

Q23: What creative work in the tourism space do you admire the most and why?

A: This is irrelevant to the RFQ.

Q24: We see there’s international markets listed as priorities, should we consider in-language creative as a need? If so, do you have a preferred translator vendor?

A: Not relevant for the RFQ.

Q25: Should our creative work for you lead with “space” first or “coast” first?

A: The RFQ is not asking for creative at this time.

Q26: If you had to change one thing about your brand today, what would that be?

A: Nothing.

Q27: Who manages your social media? Internal or agency partner? What platforms are your biggest focus / have found the most success on?

A. It is mostly managed in house with support from the agency. FB/IG are the biggest platforms right now.

Q28: What is the structure of your internal marketing + creative teams? What is handled internally, if anything?

A: Social media/content, digital/website, PR, Travel Industry marketing all reporting to a

Marketing Director.

Q29: What challenges, if any, are you facing in your current agency relationship?

A: None.

Q30: How many agencies are being considered as part of this process?

A: We don’t know at this point how many agencies will respond.

Q31: Our agency does not bill or scope by the hour, rather by project (flat rate) or by a dedicated team. If we have a fully dedicated team, would you still require a report of actual hours?

A: The RFQ requires that an hourly rate and number of hours be defined in the contract.

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Q32: How will you evaluate whether this partnership — and campaign — is successful? What does

‘winning’ look like?

A: The agency relationship will be evaluated based on the ability of the agency to deliver creative, production and media plans requested by the client. The campaigns will be measured with a set of KPI metrics determined by us and the agency.

Q33: How aligned are the key stakeholders on what they’re hoping to see?

A: Key stakeholders are well aligned with current creative.

Q34: Can you confirm whether the current WordPress installation is custom, headless, or built on a commercial theme?

A: Custom.

Q35: What level of backend coding, plugin maintenance, or API integration is currently required for the primary tourism website and the B2B site?

A: All of this is currently managed through the agency via a third party web development company.

Q36: Will the selected vendor be expected to handle WordPress updates, plugin compatibility, and security hardening?

A: Yes.

Q37: Who currently manages hosting, and will your agency expect the selected vendor to provide direct support or transition of hosting, CDN, or monitoring services?

A: The agency manages all through a third party web development company and selected vendor would be asked to provide direct support or transition of hosting, etc.

Q38: Can you share estimated monthly or annual traffic data for the Space Coast tourism website and any scalability requirements tied to campaigns?

A: There are two sites, the primary site handles over 2 million users per year.

Q39: Are there any planned website redesigns or feature rollouts anticipated within the next 12 months that would fall outside of the monthly hour allocation?

A: No.

Q40: Is the Space Coast Launches app built natively, or is it powered by a PWA or mobile framework like Flutter or React Native?

A: It was built as a proprietary app.

Q41: Typically, what has the ratio been (in any given year) for hours applied to campaign work vs.

website / app maintenance & support work?

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A: Of the 500 hours listed in the RFQ, about 10% would be expected for website/app maintenance. Development of campaigns can vary significantly from month to month with creative being the largest percentage of that.

Q42: What analytics platform(s) are currently in use (e.g., GA4, Adobe Analytics, Hotjar)?

A: GA4 now but would like to move to sGTM.

Q43: Are you seeking assistance in configuring or maintaining analytics events, goal conversions, or eCommerce tracking?

A: We would be open to what the agency proposes.

Q44: Is there an existing dashboard or BI reporting tool in use (e.g., Looker Studio, Tableau), and would we be expected to contribute to or maintain these reports?

A: Looker Studio.

Q45: Can you clarify expectations around monthly reporting on campaign performance and website

KPIs — will this be handled jointly with your media team, or solely by the supporting web vendor?

A: It would be a combination of working with the agency and our internal web team.

Q46: Will the selected agency work directly with internal TDO staff for content publishing, or is editorial support also expected?

A: From an SEO perspective, the agency would make recommendations and internal TDO staff would execute it including content creation.

Q47: How does the TDO coordinate with multiple vendors? Will there be an external PM or account liaison managing coordination between teams (creative, media, web, etc.)?

A: Account Management needs to be part of the 500 hours in the RFQ.

Q48: How will work be distributed across the fixed 500 monthly hours — are there any predefined hour allocations for web maintenance vs. analytics vs. ad creative?

A: This would be discussed and worked out between the agency and the client.

Q49: Will there be a formal offboarding process with the incumbent website and app support vendor(s)? If so, will documentation and credentials be included in the handover?

A: Yes.

Q50: What level of cooperation is expected (or contractually obligated) from the incumbent agency to ensure continuity during transition?

A: Client will handle any transition issues.

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Q51: Are there existing SOPs, documentation, or code repositories (e.g., GitHub, Bitbucket) related to the WordPress site and Space Coast Launches app that will be shared with the selected vendor?

A: Any available documentation will be provided to the selected agency.

Q52: Will we be granted administrative access to hosting environments, CMS, and analytics platforms prior to the start of the new contract to conduct a technical audit?

A: Yes.

Q53: Is there any known technical debt, deprecated plugins, or custom-coded functionality we should be aware of when assuming website maintenance?

A: No.

Q54: Will there be one or more joint transition meetings or overlap period with the incumbent vendor(s) to ensure proper handoff of ongoing projects, system knowledge, and recent analytics baselines?

A: Whatever is needed.

Q55: Are current domain management, SSL certificates, DNS records, or email routing controlled by the incumbent, and / or will these need to be transitioned?

A: Controlled by incumbent and will need to be transitioned.

Q56: Has the app (Space Coast Launches) been submitted to iOS and Android under TDO's developer accounts, or are they owned by the incumbent agency?

A: The app is under Brevard County.

Q57: Is there a documented disaster recovery or backup protocol currently in place, and will that be transitioned or reestablished under the new vendor?

A: There is backup protocol.

Q58: Are there any third-party vendors or platforms (e.g., CRM, email automation, DAM, analytics scripts, ad tech) managed by the incumbent that we would inherit or need to integrate with?

A: Yes.

Q59: What is the expected timeline allocated for onboarding the new agency/vendor into existing platforms and systems?

A: Whatever is necessary.

Q60: We expect that the TDO will allow a short discovery and technical onboarding window applied to the monthly hours to ensure smooth transition and environment stabilization. Can you please confirm or clarify this expectation?

A: That would have to be determined between the client and the agency.

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Q61: Is hosting currently managed internally by the TDO, by the incumbent agency, or via a third-party hosting provider (e.g., WP Engine, Pantheon, AWS)?

A: A third party is currently managing hosting.

Q62: Are there any existing service level agreements (SLAs) in place with the incumbent vendor for uptime, incident response, or support coverage? If so, can those SLAs be shared with us for review?

A: Yes, but these would not get shared until a selection is made.

Q63: If there is an existing SLA for response recovery support, is there an expectation or desire to maintain a similar SLA with the new vendor?

A: Yes.

Q64: Are there defined uptime guarantees (e.g., 99.9%) for the tourism website, B2B site, or

Launches app? Is this currently managed by the vendor, or by third party hosting companies?

A: We’ve never had major downtime, but this is managed by a third party.

Q65: What is the current protocol for incident detection and response (e.g., monitoring tools in place, response time expectations, escalation paths)?

A: This would be discussed after selection is made.

Q66: Will your team expect the selected vendor to provide hosting infrastructure and uptime monitoring, or will be supporting a separately managed hosting stack?

A: Our third-party vendor provides monitoring, however, the selected agency will also monitor and implement updates as needed.

Q67: Is there a current maintenance window, content freeze schedule, or protocol for critical updates (especially during campaign launches or high-traffic periods)?

A: No.

Q68: Has the TDO historically experienced issues with downtime, hosting performance, or delayed resolution times from the incumbent?

A: No.

Q69: Who is responsible for domain and SSL certificate renewals under the current model, and are there SLA penalties or expectations tied to downtime?

A: Internally managed. No.

Q70: Do you have an incumbent, and will they be participating in this RFP?

A: Yes, we do have an incumbent and it’s likely they will participate.

Q71: Who are your main competitors, both regionally and nationally?

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A: Other Florida beach destinations. Beach destinations along the Southeast US and

Caribbean.

Q72: What do you consider your biggest opportunities? Your biggest challenges?

A: This is for the applicant to determine.

Q73: What does success look like for the Space Coast brand over the next five years? Do you have specific revenue, room/night, or growth metrics that you aim to achieve? Are there competitive rankings or tourism lists that you aspire to either be added to, or elevated on?

A: Over the next five years, our goal is to reach $30 million in revenue. Additionally, we’d like to see measurable progress in brand visibility and perception, visitor experience and engagement, and economic impact. Continuing to be featured in top national travel lists and media remains a key priority.

Q74: What elements of the current brand identity (e.g., logo, voice, tagline “On Florida’s Space

Coast”) are non-negotiable, and which are open to evolution?

A: We expect the selected agency to review our current branding and assist with refining and enhancing our brand, if needed.

Q75: From a marketing perspective, what are the top three challenges your team is currently facing?

A: Growing our shoulder seasons, stretching our budget and resources, and increasing awareness with new audiences.

Q76: What brand differentiation challenges do you face when competing with destinations like

Orlando, Daytona, or the Gulf Coast?

A: Our competitive edge lies in our real-time access to the space industry—where visitors don’t just learn about space, they can witness it in action. None of the destination listed can make that claim.

Q77: Which traveler segments (e.g., cruise intenders, space enthusiasts, multigenerational families) are the highest priority for growth, and how are you currently reaching them?

A: Please refer to the 2024-2025 marketing plan provided.

Q78: What types of data, research, or insights from you and your partners will be available to support campaign strategy and performance tracking?

A: Upon final agency selection, the TDO will share our visitor profile studies and other research to assist with strategy development.

Q79: Do you have updated psychographic data or attitudinal segmentation for key audience groups beyond demographics and geography?

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A: We have visitor research we will share with the selected agency.

Q80: How often do you update or refresh your tourism audience data?

A: We do audience research every few years and periodically conduct research on specific audiences such as day trippers or sports participants.

Q81: How do visitation behaviors differ across key source markets (e.g., Northeast vs. Midwest vs.

Florida drive markets)? Are there specific challenges or opportunities by region?

A: Audience research will be shared with the selected agency.

Q82: What media placements, platforms, or creative assets have proven most effective in driving conversions or awareness in the past year?

A: Data and analytics will be provided to the selected agency.

Q83: How is performance evaluated for campaigns—e.g., what role do metrics like ROI, impressions, RevPAR, or website conversions play in campaign optimization?

A: Campaign performance is evaluated through a mix of metrics that align with the campaign’s specific goals—whether they’re awareness-driven or conversion-focused. These metrics are monitored throughout the campaign lifecycle, then based on performance, we make real-time adjustments to creative, targeting, and channels to maximize impact and meet objectives.

Q84: Are you open to media planning innovations such as contextual targeting, retail media networks, or DOOH programmatic platforms?

A: Yes, we will consider new media planning innovations that enhance targeting, improve ROI, or help us better connect with our audiences.

Q85: What’s the desired balance between brand storytelling, performance marketing, and community/partner engagement?

A: While the balance may not be equal, ach of these fuels the others and plays a role in our success.

Q86: How do you envision collaboration across the creative agency, in-house TDO team, and other partners (e.g., Visit Florida, TUI, Butin PR)?

A: Our in-house marketing team facilitates our partner and agency relations.

Q87: In reference to the following: “When necessary, the TDO may elect to keep any project or campaign in-house and/or utilize an agency other than the ad agency of record.” (RFQ p. 19) – what are the criteria that influence those decisions for the TDO?

A: Often, these projects require a quick turnaround, a specific skill set, or when the TDO has a long-standing partner relationship.

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Q88: What internal content, creative, and media resources does the TDO already have in place— and where do you most need outside agency support?

A: Content is developed in-house, often with input from the agency. The TDO handles media buys and some collateral development with a few select partners. Campaign creative, ad buys, and campaign planning are primarily managed by the agency.

Q89: Will the selected agency be involved in vendor management for platforms such as Expedia, TripAdvisor, Crowdriff, etc., or will that be handled by the TDO?

A: The selected agency will be involved with some vendor management.

Q90: Which analytics platforms are currently in use (e.g., Datafy, Adara, Salesforce Datorama), and will the agency be expected to integrate with or report through these tools?

A: We currently use Datafy, Adara, Datorama and others. The agency is not expected to integrate with ALL of these platforms, and we are open to using a different platform for agency reporting.

Q91: What access will the agency have to first-party data (e.g., CRM/email lists, booking data, visitor movement) to inform targeting and creative development?

A: We are happy to collaborate with the agency on strategic insights derived from our first-party data, however, direct access will be limited due to our privacy policies and any legal or platform-specific restrictions.

Q92: SEO: What would you say the primary objective is for users?

A: To make it easy for users to find information about our destination.

Q93: SEO: What is the primary goal you wish to accomplish with SEO?

A: To ensure our content is easily discoverable by both traditional search engines and AI-powered tools, resulting in increased traffic to our website.

Q94: SEO: Do you have any user journey data that highlights common pathways from search to conversion?

A: Specific journey data will be shared with the selected agency. A typical path starts with users entering informational or intent-based keywords on Google, landing on our blog or landing pages. From there, they often engage with a call-to-action, such as viewing or downloading our vacation planner, signing up for our newsletter, or progressing to listing pages.

Q95: SEO: Are you looking to target specific keywords that align with goals?

A: Yes. The selected agency will perform keyword research for each campaign.

Q96: Have you worked with an SEO agency before? If so, what did/didn’t work?

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A: Yes. Our organic traffic continues to be one of the greatest sources of visitation.

Q97: Is any SEO work being done in-house currently?

A: Yes, our in-house team implements any SEO recommendations provided by our SEO partner.

Q98: Has there been any prior SEO or technical audit?

A: Yes.

Q99: Has there been any prior keyword research or strategy done?

A: Yes.

Q100: Do you currently track performance in Google Search Console, Google Analytics, Ahrefs, SEMrush, or any other SEO tool?

A: Internally, we track performance in GA4 and Semrush. Our SEO provider uses additional platforms including Yoast.

Q101: Who are your main competitors?

A: See Question 71.

Q102: Are there any competitors whose SEO strategies you admire or wish to emulate?

A: Not that we’re aware of.

Q103: What metrics or data points are most valuable to you?

A: Organic traffic, CTR, and conversions.

Q104: Can you share performance data and objectives of current and recent campaigns to evaluate what has worked or underperformed?

A: Past performance data and objectives may be shared with the selected agency.

Q105: What portion of the $13.385M marketing budget is specifically designated for digital advertising versus traditional media? What has it been in the past?

A: Please reference the provided 2024-25 marketing plan.

Q106: Which digital channels (i.e., paid social, programmatic display, YouTube, CTV, search) are currently prioritized?

A: Each of these are part of our current digital mix, with display and search being primary.

Q107: What are the performance benchmarks you expect for each digital channel (CTR, conversion rate, cost per lead, ROAS, etc.)?

A: Please reference page 76 in our 2024-25 marketing campaign.

Q108: Which non-digital channels are currently prioritized?

A: Radio, TV, and billboards.

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Q109: "Original content such as video, audio recording" is included within the scope of this RFQ, as is "art direction for photo and video shoots, talent acquisition, location scouting, shoot coordination, and planning." Can you estimate the number and type of videos that might be requested? How many video shoots were executed under this contract in the past year? How much of the budget was allocated to video production?

A: For TV, this can be 2-3 annually (app. $100,000 budget); for social media, 15-20 short form videos (app. $10,000 budget).

Q110: Are all video shoots expected to take place in Brevard County?

A: Yes.

Q111: What type and how many creative assets were produced in the past year? How much of the budget was allocated to creative asset development?

A: Creative asset development is included in the 500 monthly hours allotted to the selected agency.

Q112: Can you outline the key campaign windows, peak seasons, and shoulder seasons where digital needs to support tourism goals?

A: Please refer to our 2024-25 marketing plan.

Q113: Do you have a sample evaluation criteria form that you can share?

A: Scoring information is included in the Submittal Format section of the RFQ, including the maximum points awarded for each.

Q114: Is there an incumbent outside agency for these services?

A: Yes.

Q115: Which specific web sites will fall under the scope of this contract? (I see "tourism website, B2B website, and the Space Coast Launches app," but can you list specific URLs?)

A: https://www.visitspacecoast.com/ - Leisure site https://spacecoasttourism.org/ - B2B site https://play.google.com/store/apps/details?id=com.visitspacecoast.app&hl=en_US&pli=1 – download on Google Play https://apps.apple.com/us/app/space-coast-launches/id6449440459 - download on App Store

Q116: What deficiencies have you identified with these web sites and app that need to be addressed?

A: The B2B website is still in development and will be complete before the new agency is in place. And we completed a full overhaul on our leisure website in 2024. No major deficiencies https://www.visitspacecoast.com/ https://spacecoasttourism.org/ https://play.google.com/store/apps/details?id=com.visitspacecoast.app&hl=en_US&pli=1 https://apps.apple.com/us/app/space-coast-launches/id6449440459

Addendum 2 – Page 13 have been identified with the websites or app, however, we are continually making improvements in usability, accessibility, and performance.

Q117: Will the covered web sites and app continue to be hosted where they are now? (The RFQ speaks of providing "maintenance and support," but that is listed as including hosting.)

A: Yes, they will remain on their current platforms.

Q118: What is the current technical infrastructure for the included web sites and app? What languages/tools are in use? What content management system does the TDO use? Please provide as much detail as possible on the technical infrastructure for the web sites and app.

A: This information will be provided to the final agency selected.

Q119: Can the Agency subcontract a Mexican Agency for a portion of the project?

A: That would have to be reviewed – possibly not due to state law.

Q120: Regarding foreign/ Mexican individuals that will be part of the proposed team for the account, is there any documentation required (Sworn Declaration) for them to sign or only the indicated countries in the sworn declaration need to sign?

A: All subcontractors and employees are subject to E-Verify verification.

Q121: On page 18, under Agency Support, it states. “… the TDO will pay a per-hour rate for each additional hour at a rate to be determined during contract negotiations.” This implies that a single rate will be used, yet the scope covers different professions and hence different pay scales.

a. What criteria will be used to set this hourly rate during negotiations?

A: The TDO and agency will negotiate an agreeable hourly rate based on industry standards and prevailing rates for similar roles in the region.

b. Will the hourly rate be calculated based on the agency’s operational condition?

A: It will be based on standard regional rates.

c. Does the client have a system in place to quantify the hours? Or is it for the agency to provide the tool?

A: The agency will report monthly on the hours used.

d. Does this hourly cost only include the items from the SCOPE OF PROFESSIONAL

SERVICES?

A: The hourly rate applies only to the hours over and above the contracted 500 hours.

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Q122: For additional services such as video production, still photography, audio recordings, public relations and media, website development and maintenance, research and studies, participation in fairs, seminars, events (special, sports, promotional), relations and promotion with strategic partners for co-branding campaigns, or any activity not covered in SCOPE OF

PROFESSIONAL SERVICES, will there be a budget allocated to carry them out, with the approval of the TDO?

A: Yes, any projects outside the scope of professional services will

Q123: Will the digital media purchase be done through the client’s account? Will they provide the required access? How will payment be handled? Will it go through the client or be reimbursed monthly to the agency?

A: The agency will purchase the media and invoice the TDO for reimbursement. Please note that the TDO will not pay commissions or markups on media.

Q124: Does the client have an image stock and video stock subscription that the agency will have access to?

A: No.

Q125: Regarding the website section, it mentions hosting—will the client pay for the hosting?

A: Yes, the TDO pays for website hosting.

Q126: Would contracts with talent (models, influencers, celebrities, announcers, etc.) be made directly with the client, not with the agency as the hiring party?

A: The agency will manage talent acquisition.

Q127: Is there an opportunity to develop services in other markets that may be of interest to the destination (SPACE COAST, Europe, Mexico)?

A: Please refer to page 69 in the 2024-25 marketing plan for our current domestic and international source markets. The TDO is actively promoting in the highlighted markets. We do not anticipate adding any new international markets in the coming year.

Q128: Pricing (Page 4, Item 9 Pricing): Firm prices will be proposed, including FOB DESTINATION, all packaging, handling, shipping, fuel surcharges, and delivery costs, unless otherwise stated, to any point within the County, to a secure area, or delivery inside. All prices, costs, and conditions will remain firm and valid for 90 days from the opening date. The County of

Brevard’s obligations under this award are subject to the availability of appropriate funds for this purpose by the State of Florida and/or the Board of Commissioners of Brevard County.

What does this refer to exactly?

Addendum 2 – Page 15

A: This is one of the County’s General Conditions, Terms, and Provisions. It refers to the purchase of goods which is not a part of this RFQ.

Q129: When social media is mentioned in the RFQ, (Ex. page 19, Creative Plan and Production, bullets #3 and #5) is it referencing paid or organic social media, or both?

A: Most social content is developed in-house. In certain instances, the agency may develop social content for a specific campaign or social channel.

Q130: On page 18, under Agency Support, the RFQ references that all other production expenses

(see below) are included in the allotted 500 hrs./mo. Does this include third-party, production expenses for photo/video shoots or are those considered a separate expense?

Account management, artwork, layout, design, and all other production expenses are included in the allotted hours. A separate budget is allocated for media buys and varies by season and/or campaign. The TDO will not pay commissions or markups on media.

A: Third-party production expenses are not included in the allotted hours. Terms and cost are approved in advance by the TDO.

Q131: Since the responses are public records, can we also include a redacted version of our response to protect our confidential and/or proprietary information that can be shared publicly?

A: No. Nothing is made public until 30 days after the proposal opening or Notice of Award is posted. If there is a public request, you will be contacted to redact any information before submitting to the requestor.

Q132: Can you share a copy of your current Brand Guidelines document?

A: Yes, in addition to the 2024-25 marketing plan.

Q133: Please provide examples of your current ad campaigns for each district and a copy of your media plan.

A: Reference the 2024-25 marketing plan provided.

Q134: Please describe composition of the selection committee.

A: The selection committee is composed of one member of the TDO marketing team, one

Brevard County director, and one Tourist Development Council Marketing Committee member.

Q135: Please provide a sample of your current monthly report.

A: Current data and reports will be shared with the final selected agency.

Q136: Please provide the list of current media attribution and in market destination vendors.

A: See Questions 105 and 115 for our current vendors.

Q137: Can you share the names of the selection committee?

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A: Jim Liesenfelt, Assistant County Manager

Tom Hermansen, Owner, Ocean Partners Hospitality

Laura Beebe, TDO Marketing Director

Q138: Can the 8-1/2x11 “booklet style” proposal be landscape (horizontal) format?

A: Portrait or vertical orientation is preferred.

Q139: Are there any page limitations to any of the Tab sections or the entire proposal in total?

A: We are not requesting a formal proposal at this stage; instead, we are seeking your agency’s qualifications and experience in the areas outlined in the Scope of Work, including your relevant experience, expertise, and capabilities. There is no maximum page count per tab. However, to ensure consistency and ease of review across all submissions, please limit the total page count to no more than 150 pages.

Q140: Is this RFQ a mandated review (the result of a contract term/required review period) or is this an off-cycle RFQ? If based outside of the State of Florida, will agencies with

Tourism/DMO/Attraction/Hospitality experience be given the same consideration as agencies located within the State?

A: This is a mandated review. All responding agencies will be scored

Q141: Could you confirm whether the $13.385 million promotional/advertising budget includes agency support hours, or if that is a separate line item? Additionally, are there annual benchmarks for how much of this budget has typically been allocated toward production, digital media, traditional media, and content development?

A: A breakdown of the marketing budget can be found on page 6 of the 2024-25 marketing plan provided.

Q142: Among the many services listed in the Scope of Work, are there any that the TDO considers particularly high priority for the next 12–24 months? For example, new market expansion, creative production, or website redesign?

A: Production of new creative.

Q143: Does Brevard County give formal or informal preference to agencies based in Florida or with existing local/regional relationships?

A: In-state agencies will likely receive preference.

Q144: Will the selected agency be expected to collaborate with other specialized vendors (e.g., for

PR, international representation, or tech development)? If so, could you share which functions are currently handled by other contractors?

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A: The selected agency will coordinate with our website service providers on a routine basis.

Q145: Will the Selection Committee conduct interviews or request in-person presentations from shortlisted firms? If so, what format and timeframe should we anticipate?

A: Following review of all submissions by the selection committee, it is common for the committee to request presentations from the highest-scoring agencies. Presentation length and format will be provided to those agencies asked to participate.

Q146: Could you provide the current CMS/platforms used for VisitSpaceCoast.com, the B2B website, and the Space Coast Launches app? Will continued use of these platforms be required?

A: We use Pantheon as our website hosting platform. The app is hosted by Amazon Web

Services.

Q147: Target Audiences: Can the TDO clarify key growth markets and priority visitor segments

(geography, demographics, psychographics, international vs. domestic)?

A: Please reference the 2024-25 marketing plan.

Q148: Key Success Metrics: What are the primary KPIs for agency work (e.g., visitor count, length of stay, economic impact, digital/social engagement)?

A: Please reference the 2024-25 marketing plan for the current year's KPIs.

Q149: Co-Op Marketing: How often does TDO integrate partner marketing or require the agency to review third-party creative?

A: Rarely.

Q150: Do you expect the new agency to create a refreshed brand platform, or primarily develop campaigns within your existing brand framework?

A: The selected agency will review our current destination brand and make recommendations to refine/enhance or differentiate the destination from our competitors.

Q151: Could you provide information about the current state of your creative assets and brand guidelines?

A: Our creative is reviewed, updated, and optimized on an on-going basis. Our brand guidelines were updated in 2024.

Q152: Will these be sufficient for new campaign development, or should we plan for new photo/video shoots as part of our scope?

A: Our current assets can be used until new campaigns are developed.

Q153: If new content production is expected, how frequently would this occur?

A: Content is produced by our in-house team.

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Q154: The RFP indicates the agency will be responsible for producing creative assets across various channels.

• Could you please clarify the anticipated frequency and scope of new campaign development throughout the contract period?

A: Campaigns that continue to perform well may be used for more than a year, with only seasonal refreshes to optimize their performance. New campaigns are developed when messaging and audiences change, or new markets are introduced.

• Specifically, does the Tourism Development Office expect seasonal campaign refreshes, annual campaign themes, or a more comprehensive brand evolution during the 5-year contract term?

A: We typically have an annual campaign that’s refreshed seasonally, as well as several municipality campaigns that run simultaneously.

• Additionally, how should we account for these creative development cycles within the 500 monthly hour allocation?

A: All creative development falls into the 500 monthly hours.

Q155: What competitive destinations (both within Florida and nationally) should our research team analyze to identify Space Coast's distinctive advantages in both beach and space tourism categories?

A: Key traveler motivations for our area include beaches, space/science attractions, and family-friendly experiences. Huntsville is likely our closest competitor in the space sector, and for beaches, Jacksonville, Daytona Beach, and other East Coast beaches are our primary competitors.

Q156: Which shoulder season periods present the greatest growth opportunity for the Space Coast?

We'd like to research visitor motivation factors and barriers specific to these timeframes.

A: Fall and winter.

Q157: Which international markets are current priorities for the Space Coast? We'd like to conduct targeted research on travel preferences and space tourism interest among these international audiences.

A: Please refer to our 2024-25 marketing plan provided.

Q158: Beyond traditional tourism metrics, which specific visitor behaviors or conversion indicators would you like our research to explore in depth? This will help us build more sophisticated attribution models.

Addendum 2 – Page 19

A: The TDO will collaborate with the final selected agency to determine any new tourism metrics.

Q159: What current perception gaps exist between first-time visitors versus repeat visitors to the Space Coast? We'd like to research how to leverage the positive experiences of repeat visitors in our messaging strategy.

A: Upon final agency selection, the TDO will share our visitor profile studies and other research to assist with messaging strategy.

Q160: Which Space Coast tourism assets (attractions, experiences, accommodations) would benefit most from deeper audience research to uncover new marketing angles or visitor segments?

A: The TDO will collaborate with the final selected agency to plan future research.

Q161: What specific user engagement metrics are you prioritizing for the app experience, and how is that data being leveraged across other marketing initiatives?

A: New users and total app downloads.

Q162: Looking at the current website architecture, what visitor journey optimizations are you prioritizing to improve conversion from inspiration to actual booking/visitation?

A: We’re using streamlined navigation and clear calls to action (CTAs), enhancing the mobile experience, and creating conversion pathways to relevant content.

Q163: The RFP mentions maintaining both consumer-facing and B2B websites. What are the distinct performance metrics you're tracking for each, and how do these align with your overall conversion goals?

A: The consumer-facing website KPIs can be found on page 76 of the 2024-25 marketing plan.

Final KPIs have not yet been set for the B2B site which is still in development.

Q164: We've found that tourism websites require specialized SEO strategies that balance destination discovery with conversion optimization. Could you share which specific SEO elements have driven the most meaningful traffic growth for the Space Coast website? Have you done any work to optimize appearing for search on social media?

A: We’ve created and optimized content targeting search queries such as “family-friendly things to do on Florida’s Space Coast” or “best time to visit Cocoa Beach,” to bring in highly relevant, intent-driven traffic that’s more likely to convert. Additionally, we’ve optimized for location-based searches like “beaches near Orlando,” and have developed a strong mix of seasonal content.

Q165: What's your current approach to accessibility compliance across digital properties, and are there specific WCAG standards beyond minimal requirements that you're prioritizing? Can the

Addendum 2 – Page 20

TDO specify expectations and level of Section 508/WCAG compliance for websites/apps and digital ads.

A: We did a complete website overhaul in 2024 to ensure compliance and improve the user experience.

Q166: What CMS, analytics, and martech solutions does the TDO presently use for web, CRM, and reporting?

A: Internally, we use GA4 and Semrush. Our SEO provider uses additional platforms, including

Yoast.

Q167: Is there a roadmap for major web/app redesigns, or should maintenance only (as outlined) be assumed for Year 1?

A: No major redesign of the websites or app will be needed in the first year.

Q168: In Tab 2, Background and Experience, you state that proposer should outline the current workload and estimate the percentage of time that will be allocated. Are you asking for current workload and estimated percent of time by staff members or workload and estimated time dedicated for the agency as a whole?

A: We’re asking how our work will fit into their total workload, so what percentage of the total client obligations.

Q169: Who is the incumbent, and why are you going out for RFQ currently?

A: &Barr is our current agency. Their contract is expiring.

Q170: Can you elaborate on your current app needs? You ask about our ability to solve for app needs, and it would be helpful to understand if there are specific functionality issues you are experiencing or new functionality you require.

A: This relates to maintenance, troubleshooting, and improvements for our current app.

Q171: Under Tab 3, Brand Strategy Experience, you ask for “an example of brand positioning we have done for a client, preferably in the tourism industry.” Are we able to submit more than one example if the brand positionings are for different clients?

A: Yes, more than one example is acceptable.

Q172: Under Tab 3, Brand Strategy Experience, you ask that we provide a comprehensive written brand guideline example that our agency has created. Are we able to provide more than one example if the other examples are for a different client?

A: Yes.

Q173: Under Tab 4 Creative Excellence, you request that we provide two print advertising examples.

For print, can this include printed collateral, or do you mean literal print ads?

Addendum 2 – Page 21

A: We would like to see sample print ads, and you can also include print collateral.

Q174: Tab 9 on page 24 states that the forms listed on the proposer checklist are to be included. The proposer checklist on page 13 does not list the addendum acknowledgement form on page 25.

Does this form also go into Tab 9?

A: Yes, please include the Addendum Acknowledgment Form in tab 9.

Q175: The SUBMITTAL FORMAT section on page 22 implies there may be a page limit, but none is listed in the document. Is there a page limit? If so, please confirm that the Covers, TOC, and divider tabs will not be counted in the page limit. Also, will the required forms be included in the page limit?

A: To ensure consistency and ease of review across all submissions, please limit the total page count to no more than 150 pages. Covers, TOC, divider tabs, and the required forms are not counted.

Q176: On page 10, item 57, Federal Emergency Management Agency (FEMA) Contract

Requirements, states that; “… the Contractor will be required to begin response within one hour after notification and be on site no later than two hours …”. There is no mention in the

Scope of Work of any activity that would require a FEMA type of response. Does this apply to this contract? If so, how?

A: This is one of the County’s General Conditions, Terms, and Provisions, and is not a requirement for this contract.

Q177: Addendum 1 had a note that states, “the proposal opening date and time has changed to May

29, 2025, @ 10:30 am.” Does this change apply to page 14, Part 1D PROPOSAL SUBMITTAL, that states, “Please submit … no later than 10:00 a.m. local time Thursday, May

29, 2025,” since the RFQ form on page 2 shows the opening and receive date and time to be the same at 10:30 am?

A: Yes. The time change applies to page 14, Part 1D Proposal Submittal.

Q178: It is understood that the contracted agency will support the TDO team as needed. Is the expectation that the contracted agency will provide personnel to physically work in Brevard

County, or is working remotely acceptable for some tasks (such as media strategy & creative development, website & app support, or copywriting & social content)?

A: The selected agency is not required to be located in Brevard County.

Q179: Item 51 of the terms and conditions states that “… Brevard County will not accept bids from

Contractors who knowingly employ unauthorized alien workers…”. Does this apply to subcontracting some of the work to foreign companies to do remote work (outside the US)?

Addendum 2 – Page 22

A: All subcontractors and employees are subject to E-Verify verification.

Q180: On page 18, under Agency Support, it says “The selected agency will be allocated 500 hours per month … Any unused monthly hours will be carried forward …” and then it says “… the agency will reimburse any unused hours.” Does this mean the Agency will receive a fixed monthly payment for their services, no matter how many “hours” are worked, and the hours will be reconciled at the end of the contract?

A: Any unused hours will carry forward from month-to-month and year-to-year during the contract period. At the end of the contract period, the agency will reimburse any unused hours.

Should the hours exceed the allotted hours, additional hours will be paid at the hourly rate determined during contract negotiations.

Q181: How will the agency pay for assets and other services it becomes responsible for? Will the agency be reimbursed monthly with submission invoices, or will the agency submit a POs through the purchasing department with TDO approval or another method?

A: Prior to purchasing assets and other services outside the scope, a Task Order is submitted to the TDO for approval. Following purchase, the agency will invoice the TDO and payment is made monthly. Please see page 2 of the sample Master Services Agreement.

Q182: Does the TOD have an integrated project management tool such as Monday, Asana, etc.? If so, what tool is used?

A: The TDO uses a variety of tools across vendors and is not opposed to working with the selected agency’s choice of project management platform.

Q183: What platform does the TOD use on a day-to-day basis: Google, Microsoft, etc.?

A: Google, Bing, Microsoft, Adobe, Dropbox

Q184: What system or method will be used to track the hours worked each month?

A: The selected agency will provide a monthly hours report to the TDO. This can be a simple spreadsheet, or a report generated from your own system.

The selection and negotiating committee will consider the following: Overall experience in various media including print, digital including SEO/SEM, radio, television, newspaper, direct mail, outdoor, display and other forms of specialty advertising; examples of work in various media and any other relevant factors; experience developing co-op opportunities for partners and creating value-added opportunities; the company's approach to the rapidly changing marketing mix and how they integrate traditional advertising with social media and e-marketing within an overall plan.

Please note that the proposal opening date and time has changed to Thursday, June 12, 2025 @

10:30 AM.

Addendum 2 – Page 23

All other terms and conditions remain unchanged.

Sincerely, Sherry Collett Purchasing Supervisor

END OF ADDENDUM NO. 2