ESBD_370409_1722530715283_RFP 809-24-0018 Bullock Museum Media Buying - Attachment A - Scope of Work.pdf

State Preservation Board

REQUEST FOR PROPOSALS

RFP No. 809-24-0018

FOR

Bullock Museum Media Buying

ATTACHMENT A: SCOPE OF WORK

RFP No. 809-24-0018 Bullock Museum Media Buying

ATTACHMENT A: SCOPE OF WORK

DETAILED DESCRIPTION OF SERVICES REQUESTED

The Bullock Texas State History Museum (TSHM), a division of the State Preservation Board (SPB), a State of Texas government agency, is soliciting proposals from proven, culturally-minded, forward-thinking media buying companies to assist TSHM in creating and implementing a paid advertising strategy that successfully leverages the most effective channels to reach intended Austin Designated Market Area (DMA) target audiences. The company will work closely with TSHM to promote the Museum’s full experience: exhibitions, theaters, programs and events, venue rental spaces, a membership program, a gift shop and an onsite restaurant, with the goal of increasing TSHM’s revenue and attendance.

Media buying services will include a strategic and effective combination of digital channels and methods, including digital display, programmatic, Search Engine Marketing (SEM), Pay-per-Click (PPC), Over-the-Top (OTT), digital video, digital radio and podcasts, as well as select traditional advertising channels as recommended to reach TSHM’s goals, such as billboards/Out-of-Home (OOH), print advertising and terrestrial radio.

Social media, email marketing, direct mail, website optimization/SEO, graphic design services, and public relations are handled in-house and not included as part of this RFP.

The chosen company will research, identify media options, and collaborate with TSHM stakeholders to create a comprehensive strategy for reaching defined Austin DMA target audiences. The strategy will include specific media channels, timing, budget allocation and creative needs. The company will make informed decisions based on market data, research, media buying expertise from working with other cultural organizations, and audience data and goals provided by TSHM. The company will negotiate with vendors for favorable rates, terms and placements to achieve the maximum impact; oversee all insertion orders and related documentation; and make all purchases for and as authorized by TSHM. The vendor will closely monitor and track performance and will provide regular reporting to TSHM, adjusting strategy as needed.

BACKGROUND AND PROJECT DESCRIPTION: The State Preservation Board preserves and maintains the Texas Capitol, Capitol Extension and Capitol Grounds, the 1857 General Land Office Building known as the Capitol Visitors Center, the Texas Governor's Mansion and the contents of each property. The agency also operates and manages the Bullock Texas State History Museum, Texas State Cemetery and Capitol Mall, and supports other legislative facilities under care of the agency. Additionally, the agency provides educational programs about Texas history, government and culture to benefit the citizens of Texas and visitors to the state.

The Bullock Texas State History Museum’s mission is to educate, engage and encourage a deeper understanding of Texas. The Museum serves a diverse audience through exhibitions, the IMAX Theatre and Texas Spirit Theater, programs and events, venue rental spaces, a membership program, the museum giftshop, and onsite restaurant, The Star Cafe.

The majority of TSHM’s revenue comes from exhibition admission based on one rotating special exhibition gallery and three floors of core Texas History Galleries with ever-changing artifacts. Theater ticket sales and concessions, memberships, rentals of Museum spaces for private events, Museum giftshop sales, and program tickets are also important sources of revenue that contribute to funding the Museum’s mission and educational programming.

The goal of this project is to increase TSHM’s revenue and visitation by promoting exhibitions, program and event and theaters attendance, venue space rentals, memberships, the Museum giftshop and The Star Cafe through strategic media placements and advertising purchases.

Local Austin DMA target audiences include couples and families, college students, young professionals and high-net-worth potential members and donors, with an emphasis on encouraging repeat visitation.

Advertising needs for Fiscal Year 2025 (September 1, 2024 – August 31, 2025) are anticipated to include promotion for:

• General awareness campaign promoting full TSHM experience

• Special exhibitions:

o A Better Life for Their Children (on view October 19, 2024 – February 23, 2025) o Acts of Faith (on view April 5, 2025 – August 24, 2025)

• IMAX Theatre documentaries:

o Train Time (screening now – December 31, 2024) o Animal Kingdom (screening now – May 31, 2025) o TBD documentary (starting January 2, 2025)

• IMAX Theatre new-release features (due to unpredictability of movie studio slates, evergreen messaging to be used)

• Venue rentals o Weddings o Corporate events o Private events o Theater buyouts

• Programs and events for families, young children, teens and adults o H-E-B Free First Sunday (first Sunday of every month) o Music Under the Star (June, July and August 2025) o Third Thursdays (third Thursday of every month) o Spring Break at the Bullock (March 2025) o Summer at the Bullock programming (May – August 2025)

TSHM will create in-house and provide all creative assets, except for produced audio spots. Audio segment production must be included in purchases made for digital and terrestrial radio and podcasts. All media placement plans and purchases will be reviewed by TSHM and may be subject to change at TSHM’s request.

Flexibility on the chosen company’s part to rework campaign plans as needed will be required

Work includes:

• Media buying strategy research, development and deployment

• Digital and traditional ad placements and purchasing

• Performance tracking and reporting