CTR056868_Contract_Document__Scope_of_Work_and_Terms_and_Conditions_.pdf

Contract Document Contract No.

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

Part 2: Scope, Pricing and Terms and Conditions Part 2: Scope, Pricing and Terms and Conditions 1

Section 2-A: Scope of Work 3 Introduction 3 Background 3 General Requirements 3 General Marketing Partner 4 Design Firm Services (Creative) 7 Production Services 8 Media Services 9 Interactive Marketing Services 10 Public Relations 11 Multicultural Focus Marketing Partner 12

Section 2-B: Pricing Document 17 Compensation 17 Pricing 17 Funding 18 Invoicing 18 Payments 19

Section 2-C: Special Terms and Conditions 21 Definitions of Terms 21 Contract Interpretation 22 Contract Administration and Operation 24 Costs and Payments 29 Contract Changes 30 Risk and Liability 30 Warranties 35 State’s Contractual Remedies (No Modifications to Uniform Terms and Conditions Section) 36 Contract Termination (No Modifications to Uniform Terms and Conditions Section) 36 Contract Claims 36 General Provisions for Products (No Modifications to Uniform Terms and Conditions Section) 36 General Provisions for Services 36

Contract Documents Page 1 of 66

Available online at app.az.gov

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

Data and Information Handling 38 Information Technology Work (No Modifications to Uniform Terms and Conditions Section) 39

Section 2-D: Uniform Terms and Conditions 40 Definition of Terms 40 Contract Interpretation 40 Contract Administration and Operation 41 Costs and Payments 42 Contract Changes 43 Risk and Liability 44 Warranties 45 State’s Contractual Remedies 46 Contract Termination 46 Contract Claims 47 Arbitration 47 Comments Welcome 48

Exhibit F - Federal Terms and Conditions 49

Contract Documents Page 2 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

Section 2-A: Scope of Work

1. Introduction

a. The State of Arizona, its Agencies, Boards and Commissions (State) as well as Participating Members of the State Purchasing Cooperative (Cooperative) are seeking proposals from qualified contractors to provide services and materials on an as-needed basis for Marketing. The purpose of this solicitation is to conduct a competitive process, in accordance with Arizona Revised Statutes (ARS) 41-2501 et seq., to create a contract(s) from which the State and its Cooperative Members (hereinafter referred to as Eligible Agencies) may acquire these products and services. This Request for Proposals (RFP) establishes the requirements for Proposal submission by interested suppliers.

2. Background

a. In this document, “Agency” refers to a State Agency using a contract resulting from this solicitation.

b. Successful Contractors will work on projects and assignments as determined by the Agency under the direction of a designated project manager. The projects may range from a few hours to several months and will be driven by program need and financial availability. The level of anticipated annual spending will be determined by the Agency.

For most agencies, funds will be encumbered prior to the start of a project. An Agency wishing to use a service or multiple services available under this contract will provide the contractor(s) with a task assignment specifying the service expectations and special requirements of that Agency. The Agency may submit a need description and budget amount to multiple contractors requesting a proposed solution, selecting the contractor(s) who offers the most desirable solution.

c. This is a statewide contract and may be used by Multiple Agencies and Cooperative Members for any of the various purposes and types listed below. Offerors may respond to one, or any combination, of these categories. Many of the services identified individually are also services provided under more general categories. We encourage Offerors to respond to the category that best describes their business.

d. Materials developed and/or produced under this contract become the property of the State as defined in the Uniform Terms and Conditions. The Uniform Terms and Conditions are included as part of this solicitation and would be a section in any resulting contract.

e. The Agency shall have complete authority over the plans developed under this contract and shall have the express rights to modify and/or delete all or any part of the plan.

3. General Requirements

a. The Contractor shall maintain a full-time office in Arizona so that contractor staff can be readily available to state agencies on a daily basis.

b. The Contractor’s staff shall be available for meetings at the Agency’s office at the Agency’s discretion.

c. The Contractor shall make no commitments on behalf of the Agency without prior written approval.

d. The Contractor shall make recommendations regarding ways to generate cost savings wherever possible.

e. The Contractor shall be able to transfer documents, creative artwork and files electronically using a mutually agreed upon format (e.g., PDF).

f. The Contractor must manage the Agency’s account in a business-like manner, consistent with the Agency’s needs, and conform to the highest possible industry and quality standards. This includes, but is not limited to, adequate staffing to provide effective cost tracking and detailed invoicing as required by the Agency.

g. The Contractor shall identify for the Agency the staff member servicing as Point of Contact.

h. The Contractor shall advise the Agency of emerging technologies and provide Agency with services using emerging technologies as appropriate.

Contract Documents Page 3 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

i. The Contractor may be requested to work in collaboration with other Contractor(s) to produce successful integrated marketing campaigns. In such instances, contractor(s) would be expected to share necessary information and reporting, perform in a business-like manner, etc.

j. In order to reach specific target audiences, including the Native American and Hispanic markets, the Contractor may consult or collaborate with representatives of minority communities in Arizona or other Contractors with multi-cultural experience and expertise as part of the strategic decisions and creative development.

k. Unless required by the Agency to provide materials in another language, the Contractor shall provide all materials in English and media will be planned and placed with affiliates who broadcast or print advertisements in English.

l. Occasionally a Contractor may be required to perform specialized advertising in non-English language at the discretion of the Agency. If the Agency requires materials in another language, in addition to translation services, the Contractor shall advise the Agency if creative changes are needed to ensure they are culturally appropriate.

m. All Information Technology (IT) related services provided by the Contractor, which will be deployed for the benefit of the public or the State, must adhere to statewide standards as developed by the State of Arizona Strategic Enterprise Technology Office (ASET). These standards can be found at https://aset.az.gov/resources/policies-standards-and-procedures.

n. All media shall be ADA Compliant when applicable.

o. Coop Usage

i. Exhibit F - Federal Terms and Conditions are only applicable when required by the Eligible Agency, which will be identified at time of Task Order.

1. The included certifications are just samples and would only be required to be completed as part of the Task Order.

4. General Marketing Partner

a. The Contractor shall perform all functions normally required of a full-service advertising agency necessary for the development, preparation, and placement of advertising in various media as the Agency shall direct or deem necessary. Service requirements under this contract category may include, but are not limited to, the following:

i. Plan and Budget. The Agency will provide the Contractor with a target amount for advertising services and will expect the Contractor to develop a cost-effective plan that is responsive to the Agency’s marketing needs. Subsequent plans shall be incorporated into the Agency’s budget and are subject to approval by the Agency.

1. The Contractor shall develop a campaign or annual Advertising Plan and Budget in a time frame set by the Agency.

2. The Advertising Plan and Budget shall be submitted to the Agency for approval. The plan shall be reviewed at the time frame established by the Agency and revised as desired by the Agency.

3. The Advertising Plan shall detail all campaigns planned during each fiscal year, including budget estimates for each.

4. The Advertising Plan shall provide a breakdown of proposed spending by media type and proposed production costs.

ii. Staffing/Consulting

1. The Contractor shall provide sufficient staff to meet the Scope of Work and respond to needs as required by the Agency. The account management staff shall conduct status meetings with the Agency and provide reports on projects in process at time frames determined in conjunction with the Agency. The consulting or account management staff shall advise on most effective placements and approaches to maximize desirable outcomes using limited funds.

Contract Documents Page 4 of 66

Available online at app.az.gov https://aset.az.gov/resources/policies-standards-and-procedures https://aset.az.gov/resources/policies-standards-and-procedures

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

iii. Research. The Contractor shall recommend, design, implement, and analyze market research opportunities and results—utilizing research to develop strategies for marketing Agency products as required by the Agency.

1. The Contractor will manage research projects to determine campaign or program effectiveness and gauge changes in target audience attitudes and perceptions. Research services to be provided by the Contractor may include, but are not limited to, monthly tracking studies, focus group research, consumer segmentation studies, media research, psychographic behavior studies, brand identification analysis, and advertising concept testing.

2. Contractor will work cooperatively with other state research contractors, or to apply results provided by those contractors, as required by the Agency. The Agency will take ownership of all research results, materials, and databases generated by the Contractor on behalf of the Agency.

3. Working with different State agencies as their needs require, the Contractor shall research and propose a marketing strategy pertinent to the specific outreach requirements of each requesting agency.

4. If identified in the plan, the Agency shall pay all telephone and facsimile charges necessary for the rendering of special or unusual services, such as special phone surveys.

iv. Creative. Under the direction of the Agency, the Contractor shall be responsible for the creation of effective advertising materials including, but not limited to, radio, television, print, digital, direct, internet, mobile cinema, Social Media, outdoor and non-traditional or other forms as applicable.

1. The Contractor shall develop multimedia campaigns in support of the objectives of the Agency.

2. The Contractor shall offer alternative creative concepts to an Agency for a campaign. Unless otherwise directed by the Agency, at least three different creative concepts shall be offered when the Contractor is making any initial creative presentation to the Agency. Each shall reflect a distinctly different tone, approach, and style.

3. The Contractor shall provide the Agency with a timely response to its advertising needs and schedules for all projects, allowing sufficient time for developing, presenting, and refining at least three creative concepts, editing and revising the selected option per the Agency request, obtaining final approval from the Agency staff and other Agency designees, producing the final product, and distributing the finished product according to the Agency specifications. In most cases, materials will be delivered to one central location—the Agency’s central office.

v. Production. Under the direction of the Agency, the Contractor shall be responsible for the production of effective advertising materials for radio, television and digital (contractor will need to be able to program and design for online ads) as well as social media. Contractor may be required to work with a third party on certain State projects.

1. The Contractor shall have the capability to produce, film and edit television, online and radio commercials as required by the Agency. The Contractor shall provide all necessary components which include, but are not limited to: directorial services, production management, audio recording, music, graphics, animation, film crew, talent, editing personnel, film transfer, and telecine.

2. Contractor must have the capability to shoot in all digital formats.

3. The Contractor shall provide all necessary duplication services for distribution of the produced commercials. For audio, the Contractor must be able to provide uncompressed digital files suitable for high-quality duplication and backup. In addition, the contractor must have an electronic delivery method such as DGS and other appropriate digital formats as needed.

Contract Documents Page 5 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

4. The Contractor must collaborate with the Agency on all aspects of the production process, including (but not limited to) storyboard creation, scripting, translation, location scouting, casting, shooting, audio recording, editing, effects, duplication and trafficking. Commercials may be filmed on-site at State locations (e.g., State Fairgrounds during Arizona State Fair).

5. The Contractor shall provide the Agency with a timely response to its production needs and schedules for all projects. In most cases, materials will be delivered to one central location—the Agency’s central office.

6. The Contractor shall obtain the most cost-effective talent and usage agreements involving Screen Actors Guild (SAG) or American Federation of Radio and Television Artists (AFTRA) talent as appropriate and recommend extended talent cycles and buyouts in cases when additional uses of advertisements and their components are anticipated and approved in advance by the Agency.

vi. Public Relations. The Contractor shall provide comprehensive public relations/communications consultation and advice to the Agency. The services provided should include, at a minimum:

1. Planning support such as developing product or initiative promotion plans, strategic communications plans, corporate and community-based communication programs, and crisis communication planning.

2. Consultation support such as providing public relations and media relations counsel, designing and supporting media relations proposals and designing and supporting corporate and community outreach.

3. Staffing and other support such as providing support for publicity, special events, and public relations, assisting with media, speechwriting, and assisting the agency in maximizing effective communications (e.g., drafting and distributing news releases, working with the Agency or other contractors in providing bilingual speakers for events).

vii. Media Services. The Contractor shall be responsible for developing and updating an annual or campaign Media Plan, for negotiating and placing Agency materials effectively and efficiently, and for verifying actual placement as required by the Agency.

1. If requested by the Agency, the Contractor shall develop a plan that maximizes results, achieves specific objectives, and supports creative and other strategic direction to provide measurable results. The plan could include such elements as an identification of when and what type of media should be written and placed, time schedules for identifying and analyzing demographic markets and delivering media coverage, and a means to determine the effectiveness of the media campaign.

2. The Contractor shall be responsible for the negotiation, purchase, instruction, and delivery of materials for the placement of media time and space.

3. In negotiating media purchases, the Contractor shall make the Agency aware of any savings that might be achieved through long-term commitments or other special programs. Any such commitments shall be approved by the Agency and any savings shall be passed on to the Agency.

4. When the Agency is contacted by a company offering media or promotional opportunities for the Agency, the Agency will direct the inquiring party to provide the information to the Contractor. For all opportunities recommended by the contractor a written evaluation shall be provided to the agency in context with Agency objectives and strategies.

5. Contractor shall have a process in place to reply to each inquiring media party. This will be available for review by Agency upon request

Contract Documents Page 6 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

6. The Contractor shall implement a system to ensure that all media was run or published according to any contracts or placement instructions. Affidavits, tear sheets, or other documentation shall be provided.

7. The Contractor shall notify the Agency before approving any make goods for any ads that did not run as scheduled. All such materials shall be maintained by the Contractor and shall be available for inspection by the Agency or authorized by Agency representatives.

8. The Contractor shall submit to the Agency any invoices for paid media advertising or campaigns in a timely manner. Affidavits and tear sheets shall accompany any final billings.

9. The Agency may at any time cancel, at no cost, any space or time previously authorized for publication or broadcast provided the publisher or other owner of said space or time will accept such cancellation without financial penalty. The Agency may also cancel any space or other time previously authorized for which there is a cancellation penalty, but such penalty shall be paid by the Agency.

10. The Contractor shall present alternative outreach options to the Agency such as: bus posters, movie theaters, or outdoor placements.

viii. Public Service Announcements. If requested by the Agency, the Contractor shall develop informational materials to be provided to media outlets as public service announcements to run at no charge to the Agency. The Contractor may be asked to secure statewide public service announcements. The Contractor shall develop a plan to achieve media acceptance of these materials, propose low-cost production of these materials, and provide the Agency with a periodic report on the reported usage of such materials. The Contractor shall be responsible for ensuring proper performance of all public service announcement media contracts or paid media contracts.

ix. Added-Value/Bonus Commercials. The Contractor shall negotiate added-value promotions and free bonus space, using the Agency’s strategies and direction with all radio and Television stations included in all Agency media buys. Any added-value promotions or bonus spots provided by participating stations or social media outlets shall be identified in the summary of media buys, and the value of the bonus spots shall be calculated and provided to the Agency to demonstrate and quantify the savings.

x. Promotional or Outreach Events.

1. The Contractor shall provide through Contractor’s staff, and/or in cooperation with the Agency or other contractors, the coordination, production, and bilingual staffing of promotional functions at community and special events. Written Agency approval of expenditures must be received prior to the event. The Contractor shall be reimbursed for actual expenses incurred as a result of the Contractor’s performance of the services provided. Itemized invoices must be submitted according to Agency billing requirements.

2. When the Agency is contacted by a company offering promotional or outreach opportunities for the Agency, the Agency will direct the inquiring party to provide the information to the Contractor. For each of these requests, the Contractor shall review the information and provide a written evaluation of the media or promotional opportunity in context with Agency objectives and strategies.

3. If requested by the Agency, the Contractor shall also develop joint advertising and promotional opportunities with potential co-sponsors—particularly with other Arizona entities—and facilitate execution of any Agency-approved program.

5. Design Firm Services (Creative)

Contract Documents Page 7 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

a. The Contractor shall perform all functions normally required of a Design Firm/ Creative Services provider necessary for the development of advertising in various media including non-traditional and social media as the Agency shall direct or deem necessary. Service requirements under this contract category may include, but are not limited to, the following:

i. Plan and Budget. The Agency will provide the Contractor with a target amount for creative services and will expect the Contractor to develop a cost-effective plan that is responsive to the Agency’s marketing needs.

Subsequent plans shall be incorporated into the Agency’s budget and are subject to approval by the Agency.

1. The Contractor shall develop a campaign or annual plan and budget in a time frame set by the Agency.

2. The plan and budget shall be submitted to the Agency for approval. The plan shall be reviewed at the time frame established by the Agency and revised as desired by the Agency.

3. The plan shall detail all campaigns planned during each fiscal year, including budget estimates for each

ii. Staff/Consulting. The Contractor shall provide sufficient staff to meet the Scope of Work and respond to needs as required by the Agency. The account management staff shall conduct status meetings with the Agency and provide reports on projects in process at time frames determined in conjunction with the Agency. The account management staff shall also provide other reports as required by the Agency.

iii. Creative. Under the direction of the Agency, the Contractor shall be responsible for the creation of effective advertising materials including, but not limited to, radio, television, print, digital, direct, internet, and outdoor.

1. The Contractor shall develop multimedia campaigns in support of the objectives of the Agency.

2. The Contractor shall offer alternative creative concepts to an Agency for a campaign. Unless otherwise directed by the Agency, at least three different creative concepts shall be offered when the Contractor is making any initial creative presentation to the Agency. Each shall reflect a distinctly different tone, approach, and style.

3. The Contractor shall provide the Agency with a timely response to its advertising needs and schedules for all projects, allowing sufficient time for developing, presenting, and refining at least three creative concepts, editing and revising the selected option per the Agency request, obtaining final approval from the Agency staff and other Agency designees, producing the final product, and distributing the finished product according to the Agency specifications. In most cases, materials will be delivered to one central location—the Agency’s central office.

iv. Public Service Announcements. The Contractor shall be required to develop informational materials to be provided to media outlets as public service announcements to run at no charge to the Agency.

6. Production Services

a. The Contractor shall perform all functions normally required of a Production Company for the preparation of advertising in various media as the Agency shall direct or deem necessary. Service requirements under this contract category may include, but are not limited to, the following:

i. Plan and Budget. The Contractor shall develop a budget for any proposed Agency production project. The Agency will provide the Contractor with a target amount for production services and will expect the Contractor to develop a cost-efficient plan that is responsive to the Agency’s needs. Plans are subject to approval by the Agency. The plan and budget shall provide a breakdown of proposed spending by media type and proposed production costs by category.

ii. Production. Under the direction of the Agency, the Contractor shall be responsible for the production of effective advertising materials for radio and television and digital (contractor will need to be able to program and design for online ads) as well as social media. Contractor may be required to work with a third party on certain State projects.

Contract Documents Page 8 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

1. The Contractor shall provide the Agency with a timely response to its advertising needs and schedules for all projects. Sufficient time will be allowed for developing the project, editing and revising the product per the Agency request, obtaining final approval from the Agency staff, producing the final product, and distributing the finished product according to the Agency specifications. In most cases, materials will be delivered to one central location—the Agency’s central office.

2. When producing any creative work, the Contractor shall not vary from approved scripts, storyboards, or print layouts without Agency approval. Failure to adhere to approved scripts, storyboards, or layouts may void the Agency’s approval of the estimate for the project. The Contractor shall be liable for all costs if advertisements or collateral materials are executed in a manner not consistent with the Agency’s approval.

3. The Contractor shall provide all necessary components needed to produce television and radio commercials. These components include, but are not limited to: directorial services, production management, audio recording, music, graphics, animation, film crew, talent, editing personnel, film transfer, and telecine.

4. Contractor must have the capability to shoot in all modern digital formats.

5. The Contractor shall provide all necessary duplication services for distribution of the produced commercials. For audio, the Contractor must be able to provide uncompressed digital files suitable for high-quality duplication and backup. In addition, the contractor must have an electronic delivery method such as DGS and other digital formats as needed.

6. The Contractor must collaborate with the Agency on all aspects of the production process, including but not limited to, storyboard creation, scripting, translation, location scouting, casting, shooting, audio recording, editing, effects, duplication and trafficking. Commercials may be filmed on-site at State locations (e.g., State Fairgrounds during Arizona State Fair).

7. The Contractor shall assist with dubbing, transcribing, and duplication of material for broadcasting services, and with “mechanical art” for print in newspapers, magazines or other publications.

8. The Contractor shall obtain the most cost-effective talent and usage agreements involving Screen Actors Guild (SAG) or American Federation of Radio and Television Artists (AFTRA) talent as appropriate and recommend extended talent cycles and buyouts in cases when additional uses of advertisements and their components are anticipated and approved in advance by the Agency.

iii. Public Service Announcements. The Contractor shall be required to produce materials to be provided to media outlets as public service announcements to run at no charge to the Agency.

7. Media Services

a. The Contractor shall perform all functions normally required of a Media Placement agency necessary for the economic and effective placement of advertising in various media as the Agency shall direct or deem necessary.

Service requirements under this contract category may include, but are not limited to, the following:

i. Plan and Budget. The Agency will provide the Contractor with a target amount for placement services and will expect the Contractor to develop a cost-efficient plan that is responsive to the Agency’s marketing needs. The Contractor shall make recommendations regarding ways to generate cost savings wherever possible.

ii. Staffing/Consulting. The Contractor shall provide sufficient staff to meet the Scope of Work and respond to needs as required by the Agency. The account management staff shall conduct status meetings with the Agency and provide status reports on projects in process at timeframes determined in conjunction with the Agency. The contractor’s staff shall advise the Agency on the most effective placements and approaches to maximize desirable outcomes using limited funds.

Contract Documents Page 9 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

iii. Media Service. The Contractor shall be responsible for developing and updating an annual or campaign Media Plan, for negotiating and placing Agency materials effectively and efficiently, and for verifying actual placement as required by the Agency.

1. The Contractor shall be responsible for developing and updating an annual or campaign Media Plan as required by the Agency that maximizes results, achieves specific objectives, and supports creative and other strategic direction to provide measurable results. The plan could include such elements as an identification of when and what type of media should be written and placed, time schedules for identifying and analyzing demographic markets and delivering media coverage, and a means to determine the effectiveness of the media campaign.

2. The Contractor shall be responsible for the negotiation, purchase, instruction, and delivery of materials for the placement of media time and space and shall explain the process of selecting media outlets to the Agency.

3. In negotiating media purchases, the Contractor shall make the Agency aware of any savings that might be achieved through long-term commitments or other special programs. Any such commitments shall be approved by the Agency and any savings shall be passed on to the Agency.

4. When the Agency is contacted by a company offering media or promotional opportunities for the Agency, the Agency shall direct the inquiring party to provide the information to the Contractor. For each of these requests, the Contractor shall review the information and provide a written evaluation of the media or promotional opportunity in context with Agency objectives and strategies.

5. The Contractor shall implement a system to ensure that all media was run or published according to any contracts or placement instructions. Affidavits, tear sheets, or other documentation shall be provided.

6. The Contractor shall notify the Agency before approving any make goods for any ads that did not run as scheduled. All such materials shall be maintained by the Contractor and shall be available for inspection by the Agency or authorized by Agency representatives.

7. The Contractor shall submit to the Agency any invoices for paid media advertising or campaigns in a timely manner. Affidavits and tear sheets shall accompany any final billings.

8. The Agency may at any time cancel, at no cost, any space or time previously authorized for publication or broadcast provided the publisher or other owner of said space or time will accept such cancellation without financial penalty. The Agency may also cancel any space or other time previously authorized for which there is a cancellation penalty, but such penalty shall be paid by the Agency.

9. The Contractor shall present alternative outreach options to the Agency such as: bus posters, movie theater slides, movie theater digital video, or outdoor placements (30-sheets, bulletins, mall kiosks, bus shelters, and social media).

iv. Public Service Announcements. The Contractor shall provide informational materials to media outlets as public service announcements to run at no charge to the Agency.

v. Added-Value/Bonus Commercials. The Contractor shall negotiate added-value promotions and free bonus spots, using the Agency’s strategies and direction with all Agency media buys. Any added-value promotions or bonus spots provided by participating outlets shall be identified in the summary of media buys, and the value of the bonus spots shall be calculated and provided to the Agency to demonstrate and quantify the savings.

8. Interactive Marketing Services

Contract Documents Page 10 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

a. The Contractor shall perform all functions normally required of an interactive marketing services provider necessary for the development, preparation, and placement of information or advertising on the internet or similar electronic media as the Agency shall direct or deem necessary. Service requirements under this contract category may include, but are not limited to, the following:

i. Plan and Budget. The Agency will provide the Contractor with a target amount for interactive marketing services and will expect the Contractor to develop a cost-effective plan that is responsive to the Agency’s needs. Subsequent plans shall be incorporated into the Agency’s budget and are subject to approval by the Agency.

ii. Staffing/Consulting.

1. The Contractor shall provide sufficient staff to meet the Scope of Work and respond to needs as required by the Agency.

2. Contractor staff would provide the Agency with analysis, advice, and support for key Agency initiatives.

3. The Contractor shall provide support for issues, problems or emergencies related to the Agency websites, including both at-work hours and in some instances, after hour’s coverage.

iii. Interactive.

1. The Contractor shall be responsible for activities related to the Internet that may include, but are not limited to: creative development of the Agency website(s) graphics and promotions;

smartphone/tablet applications development; UI/UX services; interactive web-user retention and acquisition strategies; SEO, SEM, programming HTML, reviewing and evaluating all Internet-related media proposals; gaining knowledge of website users through research and web-based surveys; co-promotional opportunities and placing Internet advertising for Agency materials. The Contractor must collaborate with the Agency on all aspects of the development process. Contractor shall provide ongoing advice to the Agency regarding effective interactive marketing and promotions to include but not be limited to online, social media mobile and pay per click advertising.

2. Contractor shall provide strategic advertising, interactive media and promotional planning.

3. Contractor shall provide web-based interactive and promotional creative planning and execution.

4. Contractor shall provide web-based interactive and promotional production.

5. The Contractor shall negotiate added-value promotions and free bonus spots, using the Agency’s strategies and direction with all on-line vendors included in all Agency media buys. Any added-value promotions or bonus spots provided by online vendors shall be identified in the summary of media buys, and the value of the bonus spots shall be calculated and provided to the Agency to demonstrate and quantify the savings.

9. Public Relations

a. The Contractor shall perform all functions normally required of a public relations firm within the State of Arizona as the Agency shall direct or deem necessary. Service requirements under this contract category may include, but are not limited to, the following:

i. Plan and Budget. The Agency will provide the Contractor with a target amount for services and will expect the Contractor to develop a cost-effective plan that is responsive to the Agency’s needs. Subsequent plans shall be incorporated into the Agency’s budget and are subject to approval by the Agency.

1. The Contractor shall develop a budget for all public relations and related expenditures and modify this budget as required by the Agency.

2. The Plan and Budget shall be submitted to the Agency for approval. The plan shall be reviewed at the time frame established by the Agency and revised as desired by the Agency.

Contract Documents Page 11 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

ii. Staff/Consulting. The Contractor shall provide sufficient staff to meet the Scope of Work and respond to needs as required by the Agency. The account management staff shall conduct status meetings with the Agency and provide reports on projects in process at time frames determined in conjunction with the Agency. The consulting or account management staff shall advise on most effective placements and approaches to maximize desirable outcomes using limited funds.

iii. Public Relations. The Contractor shall provide comprehensive public relations/communications consultation and advice by the Agency. The services provided should include, at a minimum:

1. Planning support such as developing product or initiative promotion plans, strategic communications plans, corporate and community-based communication programs, and crisis communication planning.

2. Consultation Support such as providing public relations and media relations counsel, designing and supporting media relations proposals and designing and supporting corporate and community outreach.

3. Staffing and other support such as providing support for publicity, special events, and public relations, assisting with media, speechwriting, and assisting the agency in maximizing effective communications (e.g., drafting and distributing news releases, working with the Agency or other contractors in providing bilingual speakers for events).

iv. Public Service Announcements. The Contractor may be asked to secure statewide public service announcements. The Contractor shall develop a plan to achieve media acceptance of these materials, propose low-cost production of these materials, and provide the Agency with a periodic report on the reported usage of such materials.

v. Promotional or Outreach Events.

1. The Contractor shall provide through Contractor’s staff, and/or in cooperation with the Agency or other contractors, the coordination, production, and bilingual staffing of promotional functions at community and special events. Written Agency approval of expenditures must be received prior to the event. The Contractor shall be reimbursed for actual expenses incurred as a result of the Contractor’s performance of the services provided. Itemized invoices must be submitted according to Agency billing requirements.

2. When the Agency is contacted by a company offering promotional or outreach opportunities for the Agency, the Agency will direct the inquiring party to provide the information to the Contractor. For each of these requests, the Contractor shall review the information and provide a written evaluation of the media or promotional opportunity in context with Agency objectives and strategies.

3. If requested by the Agency, the Contractor shall also develop joint advertising and promotional opportunities with potential co-sponsors—particularly with other Arizona entities—and facilitate execution of any Agency-approved program.

10.Multicultural Focus Marketing Partner

a. The Contractor shall perform all functions normally required of a full-service advertising agency necessary for the development, preparation, and placement of advertising in various media as the Agency shall direct or deem necessary. The Agency is seeking a Contractor to work cooperatively with the Agency, the General Market Advertising Contractor, and other contractors in producing successful multicultural marketing, advertising, and promotional support for Agency products and initiatives. Multicultural areas of focus may include Tribal Communities, Hispanic Communities, and Specific Populations focused on persons with disabilities. Service requirements under this contract category may include, but are not limited to, the following:

Contract Documents Page 12 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

i. Plan and Budget. The Agency will provide the Contractor with a target amount for advertising services and will expect the Contractor to develop a cost-effective plan that is responsive to the Agency’s marketing needs. Subsequent plans shall be incorporated into the Agency’s budget and are subject to approval by the Agency.

1. The Contractor shall develop a campaign or annual Advertising Plan and Budget in a time frame set by the Agency.

2. The Advertising Plan and Budget shall be submitted to the Agency for approval. The plan shall be reviewed at the time frame established by the Agency and revised as desired by the Agency.

3. The Advertising Plan shall detail all campaigns planned during each fiscal year, including budget estimates for each.

4. The Advertising Plan shall provide a breakdown of proposed spending by media type and proposed production costs.

ii. Staff/Consulting. The Contractor shall provide sufficient staff to meet the Scope of Work and respond to needs as required by the Agency. The account management staff shall conduct status meetings with the Agency and provide reports on projects in process at time frames determined in conjunction with the Agency. The consulting or account management staff shall advise on most effective placements and approaches to maximize desirable outcomes using limited funds.

iii. Research. The Contractor shall recommend, design, implement, and analyze market research opportunities and results—utilizing research to develop strategies for marketing Agency products as required by the Agency.

1. The Contractor will manage research projects to determine campaign or program effectiveness and gauge changes in target audience attitudes and perceptions. Research services to be provided by the Contractor may include, but are not limited to, monthly tracking studies, focus group research, consumer segmentation studies, media research, psychographic behavior studies, brand identification analysis, and advertising concept testing.

2. Contractor will work cooperatively with other state research contractors, or to apply results provided by those contractors, as required by the Agency. The Agency will take ownership of all research results, materials, and databases generated by the Contractor on behalf of the Agency.

3. Working with different State agencies as their needs require, the Contractor shall research and propose a marketing strategy pertinent to the specific outreach requirements of each requesting agency.

4. If identified in the plan, the Agency shall pay all telephone and facsimile charges necessary for the rendering of special or unusual services, such as special phone surveys.

iv. Creative. Under the direction of the Agency, the Contractor shall be responsible for the creation of effective multicultural-focus advertising materials including, but not limited to, radio, television, print, digital, direct, internet, and outdoor.

1. The Contractor shall develop multimedia campaigns in support of the objectives of the Agency.

2. The Contractor shall offer alternative creative concepts to an Agency for a campaign. Unless otherwise directed by the Agency, at least three different creative concepts shall be offered when the Contractor is making any initial creative presentation to the Agency. Each shall reflect a distinctly different tone, approach, and style.

Contract Documents Page 13 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

3. The Contractor shall provide the Agency with a timely response to its advertising needs and schedules for all projects, allowing sufficient time for developing, presenting, and refining at least three creative concepts, editing and revising the selected option per the Agency request, obtaining final approval from the Agency staff and other Agency designees, producing the final product, and distributing the finished product according to the Agency specifications. In most cases, materials will be delivered to one central location—the Agency’s central office.

v. Production. Under the direction of the Agency, the Contractor shall be responsible for the production of effective advertising materials for radio, television and digital (contractor will need to be able to program and design for online ads) as well as social media. Contractor may be required to work with a third party on certain State projects.

1. The Contractor shall have the capability to produce, film and edit television, online and radio commercials as required by the Agency. The Contractor shall provide all necessary components which include, but are not limited to: directorial services, production management, audio recording, music, graphics, animation, film crew, talent, editing personnel, film transfer, and telecine.

2. Contractor must have the capability to shoot in all digital formats.

3. Contractor must have the capability to shoot in all modern digital formats.

4. The Contractor shall provide all necessary duplication services for distribution of the produced commercials. For audio, the Contractor must be able to provide uncompressed digital files suitable for high-quality duplication and backup. In addition, the contractor must have an electronic delivery method such as DGS and other digital formats as needed.

5. The Contractor must collaborate with the Agency on all aspects of the production process, including but not limited to, storyboard creation, scripting, translation, location scouting, casting, shooting, audio recording, editing, effects, duplication and trafficking. Commercials may be filmed on-site at State locations (e.g., State Fairgrounds during Arizona State Fair).

6. The Contractor shall provide the Agency with a timely response to its production needs and schedules for all projects. In most cases, materials will be delivered to one central location—the Agency’s central office.

7. The Contractor shall obtain the most cost-effective talent and usage agreements involving Screen Actors Guild (SAG) or American Federation of Radio and Television Artists (AFTRA) talent as appropriate and recommend extended talent cycles and buyouts in cases when additional uses of advertisements and their components are anticipated and approved in advance by the Agency.

vi. Public Relations. The Contractor shall provide comprehensive public relations/communications consultation and advice to the Agency. The services provided should include, at a minimum:

1. Planning support such as developing product or initiative promotion plans, strategic communications plans, corporate and community-based communication programs, and crisis communication planning.

2. Consultation support such as providing public relations and media relations counsel, designing and supporting media relations proposals and designing and supporting corporate and community outreach.

3. Staffing and other support such as providing support for publicity, special events, and public relations, assisting with media, speechwriting, and assisting the agency in maximizing effective communications (e.g., drafting and distributing news releases, working with the Agency or other contractors in providing bilingual speakers for events).

Contract Documents Page 14 of 66

CTR056868

Description:

Marketing - Statewide

Arizona Department of Administration State Procurement Office

100 N. 15th Ave., Suite 402 Phoenix, AZ 85007

vii. Media Services. The Contractor shall be responsible for developing and updating an annual or campaign Media Plan, for negotiating and placing Agency materials effectively and efficiently, and for verifying actual placement as required by the Agency.

1. If requested by the Agency, the Contractor shall develop a plan that maximizes results, achieves specific objectives, and supports creative and other strategic direction to provide measurable results. The plan could include such elements as a schedule to meet with focus groups, procedures to implement awareness campaigns, identification of when and what type of media should be written and placed, time schedules for identifying and analyzing demographic markets and delivering media coverage, and a means to determine the effectiveness of the media campaign.

2. The Contractor shall be responsible for the negotiation, purchase, instruction, and delivery of materials for the placement of media time and space and shall explain the process of selecting media outlets to the Agency.

3. In negotiating media purchases, the Contractor shall make the Agency aware of any savings that might be achieved through long-term commitments or other special programs. Any such commitments shall be approved by the Agency and any savings shall be passed on to the Agency.

4. When the Agency is contacted by a company offering media or promotional opportunities for the Agency, the Agency will direct the inquiring party to provide the information to the Contractor.