Addendum 2 Final.pdf

September 23, 2022

ADDENDUM 2

TO: VENDORS

FROM: CARMELITA GRAHAM, PURCHASING DIRECTOR

RE: INVITATION TO NEGOTIATE NO. ITN DOM 22 23 23

DIVISON OF MARKETING AND DEVELOPMENT OUTREACH AND CREATIVE

SERVICES

This addendum is to provide answers to questions received in reference to this invitation to bid.

Question / Answer

1. Are there any specific produce (eg. tomatoes etc) required to be featured in the commercials?

Any commodities that are in the top 10 “Fresh From Florida” commodities can be featured.

(Tomato, Bell Peppers, Watermelon, Strawberry, Sweet Corn, Snap Beans, Cucumber, Avocado, Blueberry, Squash). A List of “Fresh From Florida” commodities can be found on the FollowFreshFromFlorida website.

2. What specific East Coast states are the main focus?

Broadcast and Cable in Florida. Cable TV and digital in GA, AL, NC, SC, TN, VA (selected markets in those states).

3. Is there a requirement to hire SAG actors?

No; however, the awardee is responsible for all talent fees associated with the actors chosen.

The talent fees should be for a year and don’t start until the first commercial airs. Talent fees should also include digital as well.

4. Are there any pre-approved Florida farms where on-location shooting is possible?

A list of farmers willing to participate in filming will be provided to the awardee.

5. Is there a requirement to shoot actual Fresh from Florida FL Farmers in the commercials?

Yes. Department will provide a list of farmers willing to participate in commercial to the awarded vendor.

6. How will results and ROI be measured from each commercial?

ROI measurement will be the responsibility of the Department’s media agency.

7. How will the commercials be hosted, utilized and repurposed beyond broadcast?

Negotiated talent fees should include digital broadcast (web, HULU etc).

8. Are these commercials part of a bigger marketing strategy for the Fresh from Florida initiative? If yes, please share details.

The commercials are part of the 2022/2023 Fresh From Florida (FFF) marketing plan to expand awareness of the FFF Brand in Florida and up the East Coast.

9. What is the brand “voice” for Fresh from Florida. For example, is it emotional, inspiring, serious, corporate etc. or a combination?

Helpful, Friendly, Trustworthy, Inspiring. We would recommend visiting the FFF social sites as well as the followfreshfromflorida website to learn more about our messaging.

10. Is there a specific video style that is most desirable?

Creating an emotional connection to the FFF brand to inspire/drive purchasing behavior and loyalty.

11. Should the commercials be evergreen (ie. no mention of any specific season or month) so that it can be relevant for an extended period of time?

Yes.

12. Will permits for on-location filming be acquired by the state or will the production team be responsible for this?

The Department can provide a list of farms that are willing to participate in commercial. The Department will not be responsible for any permitting.

13. Does the state have their own video release form for talent?

Professional talent hired by the production team is the responsibility of the production company. If Florida Farmers (unpaid, non talent) are used, the Department can use our own talent release form. Any B roll provided to the Department must not include paid talent.

14. Is a private drone license for production necessary for any drone footage attained?

Yes. All State and Federal laws should be followed for any drone footage filmed.

15. Can you provide more clarification about Tab E.

You indicate that “The Contractor shall take into consideration all aspects of productions costs, including but not limited to:

1. subcontractor costs;

2. production locations;

3. travel costs;

4. talent (Fees for one year beginning on first air date of broadcast commercial);

5. editing;

6. use of pre-existing footage; and

7. pre and post-production services.

But it does not mention a detailed breakout of the budget in this section. When you go to Attachment C, it requests “Respondents shall provide a detailed budget under which the Respondents plans to operate this contract for all of the commodities and contractual services as specified herein and as outlined in Tab E”.

Is this an attachment-to-Attachment C, if so can you provide a sample of how you want it broken out and how much detail is needed?

Section 3.9 Reply Format consist of the entire response package required by the vendor. As stated in Tab E, Respondents shall provide a detailed budget with the Attachment C, Project Fees. The contractor/ vendor shall take into consideration all aspects of productions costs as specified in the advertisement. The detailed budget must outline all costs associated with this project. There is no form or attachment for the detailed budget requirement.

16. “For the Technical Proposal on Tab D, can you specify your preferences for ‘electronic storyboards?’ For example, are you expecting the spots to be fully scripted with a specific shot list drawn out, or general visual reference images like in a treatment or mood board?

Also, can you clarify if you would like these storyboards to be delivered in the hard copy form as well?"

The Department prefers storyboard so that we can better understand and visualize the entire commercial ideas presented. Electronic version is mandatory. Anyone that wants to provide a hard copy is welcome to do so.

17. Aside from awareness and increasing sales that are mentioned in the RFP are there other goals that we should consider for the response?

The commercial should inspire our target demographic to actively look for Florida produce and inspire brand loyalty and repeat purchases.

18. Is it required for the vendor and the vendor’s team to be physically located in Florida? Our company is headquartered in NC.

No.

19. Do the actors for the commercials need to be residents of Florida?

No. If “Farmers” are featured, they should be real Florida Farmers. A list of Farmers willing to participate will be provided upon award.

20. How much advance notice will be given to vendors selected for an oral presentation? The RFP mentions in-person or video conference so we’d like to have enough notice for travel if necessary.

Please refer to the Section 1.2 Timeline for the anticipated presentations/ negotiations dates.

21. Are there any in-person meetings that will be required throughout this engagement once the vendor is selected?

No, in- person meetings are not required; however, if necessary, meetings can be conducted virtually.

22. Do you have an incumbent vendor who has provided a similar service to you in the past that is bidding on this RFP?

We do not know who is bidding on this at the time of this question.

23. Would the videos on the https://www.followfreshfromflorida.com/ site be a good representation of the types of videos/commercials you are looking for? If not, can you share other examples?

Our videos do represent our brand voice. The Department prefers to keep the creative options open for Respondent’s instead of giving examples that might limit ideas.

24. Will the vendors be notified if their proposal is rejected?

https://www.followfreshfromflorida.com/

All correspondences related to this advertisement/ project will be published on the Vendor Information Portal, including the Agency Decision- Intent Notice. The Department will not contact a vendor/ contractor regarding a rejected submission.

25. Will the vendors have any opportunities, if not selected, to receive feedback on their proposals?

No, at this time the Department will not participate in a debrief session.

26. Has FDACS used another film production agency before, videos found on web site (Florida farmers and Fishermen) produced by and when?

a. What was the budget for those videos?

The Department has its own film production team that produces the majority of our content. In the past, our Agency of Record (5+ years ago) has done commercials for us. We have also contracted with a film company (4-5 years ago) to produce commercials spots that ran in Florida.

These spots were produced for approximately $108,400 and $350,000.

27. Does FDACS have an incumbent advertising and or video production agency?

The Department has an Agency of Record that places all of our media and provides agency services. Media Placement will not be considered in this ITN.

28. Anticipated Budget and Timeline

a. How did FDACS arrive to the $400K budget?

b. Being a large production how will the payment schedule be?

c. Can the budget and payment be divided in stages: pre-production, filming days

(Staff and equipment), and post production.

d. Studio, home, and boat rentals can be billed and submitted for payment?

e. Travel and lodging can be billed and submitted for payment?

The $400,000 budget is the approved allocation for this project. Payment will be made upon final receipt and approval of final deliverables of commercials.

29. Evaluation Procedure

a. Will Lower bid will be scored higher?

b. Best and Final Offer (BAFO) then can always adjust the proposed budget during the negotiation sessions?

Please review Sections 3.10 - 3.15 regarding the evaluation procedures. During the negotiation sessions, both parties may propose alternate capabilities, services, pricing, etc.

30. Technical Proposal

a. Please elaborate of the “three (3) electronic storyboards” submittal (Format to submit): Video, pdf, animated, etc.?

b. Can we submit links to a studiobinder.com project?

Traditional storyboards are fine. Any form of electronic or hard copies are acceptable. Links will not be accepted.

31. Some shots will require a set to be built to reduce supermarket video production, it’s that ok to be budgeted in?

a. We need to minimize any content that could contains a registered trademark

All production costs are incurred by the awardee.

32. Some shots will require a Studio kitchen so we can reduce on home rental, it’s that ok to be budgeted in?

All production costs are incurred by the awardee.

33. Does the agency have an equipment/camera preference: Sony Venice, Arri Alexa, Red Raptor, etc.?

Please refer to Section 2.0- Technical Specifications.

34. We plan on filming in December and video editing in January, so we are going to have about 2 weeks around holidays. We will need to make sure everything is approved by the end November, will this be an issue?

No. Approval by the end of November will not be an issue.

35. How long do we have from the intent to award November 1 to start?

Please refer to timeline in ITN.

36. If Media buying is not be included in this ITN.

a. How would FDACS handle if a media company includes video production as “free” or “included” as part of their media placement proposal?

The Department’s Agency of Record will place all media given to them by the Department. Media Placement will not be considered in this ITN process.

37. Will FDACS have a representative at each video shoot?

a. We can utilize a ATOMOS Connect helping us to send a low res video (proxy files) to the agency as we are filming.

The Department reserves the option to have an employee on set, but will also be open to communication from set for approval of content.

This Addendum is hereby incorporated into and made a part of the above noted Invitation to Negotiate (ITN). All other terms, conditions and specifications of this ITN will remain the same.

For questions regarding this Addendum, please contact the Purchasing Office at Bids@FDACS.gov.

mailto:Bids@FDACS.gov