Bid Summary.xlsx
XLSX spreadsheet 1 MB Posted
- Attached to
- Golf Madison Park Logos
- Solicitation number
- 14053-0-2025-TJ
- Issued by
- Dane County, Mattoon Village, Wisconsin
About this file
This Bid Summary document pertains to the City of Madison Parks Division's Request for Proposal #14053-0-2025-TJ for the design and development of updated logos for Golf Madison Parks. The procurement seeks a qualified vendor to create comprehensive logo solutions including an umbrella logo for the Golf Madison Parks brand and primary and secondary logos for both Yahara Hills Golf Course and Monona Golf Course, which will complement the existing Glen Golf Park logo. Deliverables must include high-resolution files in EPS, JPEG, and PDF formats with full color, single-color, and black and white versions, accompanied by a detailed style guide. The project scope encompasses two initial design concepts with up to five potential revisions. The question submission deadline is August 15, 2025 at 2:00 PM Central Time, with City responses posted by August 20, 2025. Final proposal submissions are due September 4, 2025 at 2:00 PM Central Time. The selected vendor must deliver all logo designs and style guide concepts within 15 working days after contract award. All created work products will be owned by the City's Golf Enterprise Program.
Evaluation of proposals will be conducted using a 100-point scoring system allocating points for relevant experience (25 points), project approach (20 points), design methodology (20 points), cost proposal (30 points), and local vendor preference (5 points). Registered local businesses receive a 5% preference in the evaluation process. Contractors with 15 or more employees earning $50,000 or more annually must submit an Affirmative Action Plan and participate in the RaISE job referral program. Insurance requirements include commercial general liability ($1,000,000), automobile liability ($1,000,000), workers' compensation, and professional liability ($1,000,000), with professional liability coverage maintained for six years after service completion. The cost proposal form requires detailed pricing for each logo component, and contractors must provide hourly rates for potential extra services beyond the base scope. No specific budget range is explicitly stated in the summary.
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Other files
| File | Type | Posted |
|---|---|---|
| RFP 14053-0-2025-TJ.pdf | ||
| Cost Proposal Form A2 Excel Spreadsheet.xlsx | XLSX spreadsheet | |
| Addendum 1.pdf | ||
| RFP 14053 Proposal Award Recommendation.pdf |
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Technical Scores RFP 14053-0-2025-TJ -Golf Madison Park Logos
| 2-Story Creative LTD | 6AM Marketing | Affirm | Brand New Day Marketing | DesignCraft Advertising | |||||||||||||||||
| Criteria | Weight | Weighted Average | Weighted Average | Weighted Average | Weighted Average | Weighted Average | |||||||||||||||
| Relevant Experience | 25.00 | 10.00 | 7.00 | 10.00 | 22.50 | 7.50 | 6.50 | 9.00 | 19.17 | 10.00 | 7.00 | 6.00 | 19.17 | 7.00 | 3.00 | 2.00 | 10.00 | 3.00 | 0.00 | 0.00 | 2.50 |
| Project Approach | 20.00 | 9.00 | 8.00 | 10.00 | 18.00 | 7.50 | 7.00 | 6.00 | 13.67 | 9.50 | 6.00 | 6.00 | 14.33 | 6.50 | 5.00 | 4.00 | 10.33 | 3.00 | 0.00 | 4.00 | 4.67 |
| Design Methodology | 20.00 | 10.00 | 8.00 | 9.00 | 18.00 | 8.00 | 6.00 | 4.00 | 12.00 | 10.00 | 7.00 | 6.00 | 15.33 | 6.50 | 5.00 | 6.00 | 11.67 | 3.00 | 0.00 | 4.00 | 4.67 |
| Total | 65.00 | 58.50 | 44.83 | 48.83 | 32.00 | 11.83 |
Comments:
| Distillery | Dynamic Inc | Exousia Marketing Group | Functionaire | GO 2 MKT LLC | |||||||||||||||||
| Criteria | Weight | Weighted Average | Weighted Average | Weighted Average | Weighted Average | Weighted Average | |||||||||||||||
| Relevant Experience | 25.00 | 7.50 | 7.00 | 7.00 | 17.92 | 7.00 | 7.00 | 4.00 | 15.00 | 6.00 | 4.00 | 2.00 | 10.00 | 8.00 | 7.50 | 6.00 | 17.92 | 3.00 | 0.00 | 5.00 | 6.67 |
| Project Approach | 20.00 | 7.50 | 7.50 | 6.00 | 14.00 | 7.00 | 7.00 | 7.00 | 14.00 | 6.00 | 7.00 | 4.00 | 11.33 | 8.50 | 7.00 | 8.00 | 15.67 | 0.00 | 0.00 | 1.00 | 0.67 |
| Design Methodology | 20.00 | 7.50 | 6.00 | 6.00 | 13.00 | 6.50 | 6.00 | 8.00 | 13.67 | 6.00 | 6.00 | 6.00 | 12.00 | 9.00 | 8.00 | 9.00 | 17.33 | 3.00 | 0.00 | 1.00 | 2.67 |
| Total | 65.00 | 44.92 | 42.67 | 33.33 | 50.92 | 10.00 |
Comments:
| Revelation PR Advertising & Social Media | Shine United LLC | Tom Senatori Designs | Vendi Advertising | Zebradog | |||||||||||||||||
| Criteria | Weight | Weighted Average | Weighted Average | Weighted Average | Weighted Average | Weighted Average | |||||||||||||||
| Relevant Experience | 25.00 | 4.00 | 7.50 | 3.00 | 12.08 | 10.00 | 8.00 | 10.00 | 23.33 | 3.00 | 0.00 | 3.00 | 5.00 | 9.50 | 7.50 | 8.00 | 20.83 | 10.00 | 10.00 | 10.00 | 25.00 |
| Project Approach | 20.00 | 4.00 | 7.00 | 4.00 | 10.00 | 9.00 | 10.00 | 8.00 | 18.00 | 0.00 | 0.00 | 1.00 | 0.67 | 9.50 | 9.00 | 10.00 | 19.00 | 9.00 | 9.00 | 9.00 | 18.00 |
| Design Methodology | 20.00 | 4.00 | 8.00 | 3.00 | 10.00 | 9.00 | 8.00 | 8.00 | 16.67 | 0.00 | 0.00 | 0.00 | 0.00 | 10.00 | 9.00 | 10.00 | 19.33 | 10.00 | 9.00 | 10.00 | 19.33 |
| Total | 65.00 | 32.08 | 58.00 | 5.67 | 59.17 | 62.33 |
Comments:
Technical Scores
| Zebradog 62.33 |
| Vendi Adverstising 59.17 |
| 2-Story Creative 58.50 |
| Shine United 58.00 |
| Funtionaire 50.92 |
Cost Score RFP 14053-0-2025-TJ -Golf Madison Park Logos
| Criteria | Weight | 2-Story Creative LTD | 6AM Marketing | Affirm | Brand New Day Marketing | DesignCraft Advertising |
| Madison Golf Logo | $5,000.00 | $4,000.00 | $5,805.00 | $2,500.00 | $2,200.00 | |
| Primary Logo for Yahara Hills Golf Course | $2,500.00 | $5,500.00 | $4,185.00 | $1,200.00 | $1,000.00 | |
| Secondary Logo for Yahara Hills Golf Course | $2,500.00 | $3,038.00 | $800.00 | $500.00 | ||
| Primary Logo for Monona Golf Course | $2,500.00 | $5,500.00 | $4,185.00 | $1,200.00 | $1,000.00 | |
| Secondary Logo for Monona Golf Course | $2,500.00 | $3,038.00 | $800.00 | $500.00 | ||
| Total Cost | $15,000.00 | $24,000.00 | $20,251.00 | $6,500.00 | $5,200.00 | |
| Cost Points | 30 | 5.7 | 3.6 | 4.2 | 13.2 | 16.4 |
| Local Vendor Preference | 5 | 0 | 0 | 5 | 0 | 5 |
| Total | 35 | 5.7 | 3.6 | 9.2 | 13.2 | 21.4 |
| Notes: | Logo Total: 12,000 - $15,000 5-8 Page Style Guide (Madison, Yahara Hills & Monona) $6000-$9000 | |||||
| Comments: | Including proprietary BrandSmart process at no cost (value of $10,000). This proven tool ensures that every creative direction we develop is grounded in strategy and on-brand from the very start, saving time and producing stronger results. | |||||
| Estimated Hours: | Hours | 50 | 97 | 0 | 8 | 0 |
| $/hr | $ 100.00 | $ 155.00 | $ 135.00 | $ 65.00 | $ 150.00 | |
| Designer - this costs will only be inccured if timeline exceeds 15 working days. | ||||||
| Criteria | Weight | Distillery | Dynamic Inc | Exousia Marketing Group | Functionaire | GO 2 MKT LLC |
| Madison Golf Logo | $5,000.00 | $17,185.00 | $1,500.00 | $4,950.00 | $10,000.00 | |
| Primary Logo for Yahara Hills Golf Course | $4,250.00 | $17,185.00 | $1,500.00 | $3,900.00 | $7,500.00 | |
| Secondary Logo for Yahara Hills Golf Course | $750.00 | $17,185.00 | $1,500.00 | $1,275.00 | $3,125.00 | |
| Primary Logo for Monona Golf Course | $4,250.00 | $17,185.00 | $1,500.00 | $3,900.00 | $7,500.00 | |
| Secondary Logo for Monona Golf Course | $750.00 | $17,185.00 | $1,500.00 | $1,275.00 | $3,125.00 | |
| Total Cost | $15,000.00 | $85,925.00 | $7,500.00 | $15,300.00 | $31,250.00 | |
| Cost Points | 30 | 5.7 | 1.0 | 11.4 | 5.6 | 2.7 |
| Local Vendor Preference | 5 | 5.0 | - 0 | - 0 | 5.0 | - 0 |
| Total | 35 | 10.7 | 1.0 | 11.4 | 10.6 | 2.7 |
| Comments: | ||||||
| Estimated Hours: | Hours | 0 | 0 | 0 | 0 | 20 |
| $/hr | $ 125.00 | $ - 0 | $ 55.00 | $ 150.00 | $ 42.00 | |
| All costs are included in the above total. This hourly rate would only be applied for time spent due to change in scope of the project | ||||||
| Criteria | Weight | Revelation PR Advertising & Social Media | Shine United LLC | Tom Senatori Designs | Vendi Advertising | Zebradog |
| Madison Golf Logo | $2,700.00 | $10,000.00 | $750.00 | $25,800.00 | $17,000.00 | |
| Primary Logo for Yahara Hills Golf Course | $1,500.00 | $10,000.00 | $750.00 | $25,800.00 | $8,500.00 | |
| Secondary Logo for Yahara Hills Golf Course | $850.00 | $7,000.00 | $300.00 | N/A | $8,500.00 | |
| Primary Logo for Monona Golf Course | $1,500.00 | $10,000.00 | $750.00 | $25,800.00 | $8,500.00 | |
| Secondary Logo for Monona Golf Course | $850.00 | $7,000.00 | $300.00 | N/A | $8,500.00 | |
| Total Cost | $7,400.00 | $44,000.00 | $2,850.00 | $77,400.00 | $51,000.00 | |
| Cost Points | 30 | 11.6 | 1.9 | 30.0 | 1.1 | 1.7 |
| Local Vendor Preference | 5 | 5.0 | 5.0 | 5.0 | - 0 | 5.0 |
| Total | 35 | 16.6 | 6.9 | 35.0 | 1.1 | 6.7 |
| Comments: | ||||||
| Estimated Hours: | Hours | 0 | 0 | TBD | 0 | 0 |
| $/hr | $ 137.50 | $ 35.00 | $ 150.00 | |||
| $95 to $195 per hour | Costs beyond the 5 revisions would be on as needed basis. Added work—if needed—would include an estimate and approval from City of Madison before work would begin. Minor changes beyond the 5 revisions would not incure additional charges. | See proposal for hourly rates: $125 to $300 per hour |
Total Shortlist Score RFP 14053-0-2025-TJ -Golf Madison Park Logos
| Criteria | Weight | 2-Story Creative LTD | 6AM Marketing | Affirm | Brand New Day Marketing | DesignCraft Advertising |
| Technical score | 65.00 | 58.50 | 44.83 | 48.83 | 32.00 | 11.83 |
| Cost score | 30.00 | 5.70 | 3.56 | 4.22 | 13.15 | 16.44 |
| Local Vendor Preference | 5.00 | 0.00 | 0.00 | 5.00 | 0.00 | 5.00 |
| Total score | 100.00 | 64.20 | 48.40 | 58.06 | 45.15 | 33.28 |
| Comments: | ||||||
| Criteria | Weight | Distillery | Dynamic Inc | Exousia Marketing Group | Functionaire | Go 2 MKT LLC |
| Technical score | 65.00 | 44.92 | 42.67 | 33.33 | 50.92 | 10.00 |
| Cost score | 30.00 | 5.70 | 1.00 | 11.40 | 5.59 | 2.74 |
| Local Vendor Preference | 5.00 | 5.00 | 0.00 | 0.00 | 5.00 | 0.00 |
| Total score | 100.00 | 55.62 | 43.66 | 44.73 | 61.50 | 12.74 |
| Comments: | ||||||
| Criteria | Weight | Revelation PR Advertising & Social Media | Shine United LLC | Tom Senatori Designs | Vendi Advertising | Zebradog |
| Technical score | 65.00 | 32.08 | 58.00 | 5.67 | 59.17 | 58.00 |
| Cost score | 30.00 | 11.55 | 1.94 | 30.00 | 1.10 | 1.68 |
| Local Vendor Preference | 5.00 | 5.00 | 5.00 | 5.00 | 0.00 | 5.00 |
| Total score | 100.00 | 48.64 | 64.94 | 40.67 | 60.27 | 64.68 |
| Comments: |
| Top Three Scores After Technical, Cost and Local Vendor Preference |
Shine United 64.94 Zebradog 64.68 2-Story Creative 64.20
Interview Score RFP 14053-0-2025-TJ -Golf Madison Park Logos
| 2-Story Creative | Shine United | ZEBRADOG | |||||||||||
| Criteria | Weight | Weighted Average | Weighted Average | Weighted Average | |||||||||
| What would your customers say about your engagement and design process? | 15.00 | 5 | 4 | 3 | 6 | 7 | 5 | 4 | 8 | 10 | 10 | 10 | 15 |
| Who’s on the team and what specifically is each of their roles on this project? | 15.00 | 5 | 3 | 3 | 6 | 10 | 3 | 5 | 9 | 10 | 10 | 10 | 15 |
| What would be your strategy for us to unveil these new logos? | 15.00 | 5 | 2 | 3 | 5 | 7 | 5 | 5 | 9 | 10 | 10 | 10 | 15 |
| Overall impression of presentation and abilities of design firm to meet the requirements. | 20.00 | 2 | 2 | 3 | 5 | 6 | 5 | 5 | 11 | 10 | 10 | 10 | 20 |
| Total | 65 | 21.2 | 36.2 | 65.0 |
Comments:
Grand Total RFP 14053-0-2025-TJ -Golf Madison Park Logos
| Criteria | Weight | 2-Story Creative | Shine United | ZEBRADOG |
| Technical score | 65 | 58.5 | 58.0 | 62.3 |
| Interview score | 65 | 21.2 | 36.2 | 65.0 |
| Cost score | 60 | 11.4 | 3.9 | 3.4 |
| Local Vendor Preference | 10 | 0.0 | 10.0 | 10.0 |
| Total score | 200 | 91.1 | 108.1 | 140.7 |
Comments:
File details come from the government source that posted it. Updated .