ESBD_370409_1724341269619_Addendum 1 RFP 809-24-0018 - Bullock Museum Media Buying.pdf

State Preservation Board Addendum 1

Solicitation #809-24-0018 Bullock Museum Media Buying

POSTING DATE: 8/1/24

PROPOSAL DEADLINE: 9/5/24

ADDENDUM DATE: 8/22/24

Addendum item #1: To answer questions from potential Respondents which were submitted for clarification.

Addendum item #2: Schedule of Events – New deadline for Submission of Solicitation Responses. The Schedule of Events is deleted and replaced in its entirety with the following:

ACKNOWLEDGE RECEIPT OF THIS ADDENDUM BY RETURNING THIS SIGNED FORM WITH YOUR PROPOSAL.

BY: ___________________________________________

Representative Name and Title

Addendum Item #1 – Questions and Answers

1. Question: I just came across the media buying RFP. Looks like an exciting opportunity.

I did have one question for you. The "not to exceed" budget... Is this inclusive of agency and media fees or just agency fees?

Answer: The budget includes agency and media fees.

2. Question: Section 1.3: The stated budget for this project is $100,000 for FY25. Does this budget include agency fees as well as media spend?

Answer: The budget includes agency and media fees.

3. Question: What are your top marketing challenges?

Answer: Austin has a thriving entertainment scene, so TSHM is competing against a lot of other options. TSHM typically has limited budget and priorities can sometimes change rapidly.

4. Question: What marketing strategies have you tried before?

Answer: The Museum’s marketing typically focuses primarily on the Austin DMA area (plus select statewide outlets) and includes a mix of print, digital (display, SEM, OTT), out-of-home, radio (non-profit and commercial; terrestrial and digital), streaming podcasts, broadcast, social media, email marketing and PR.

5. Question: Are there opportunities in your market that you feel you haven’t capitalized on?

Answer: We would like to take advantage of the nearby UT Austin campus to bring in young adults and better reach the local Hispanic audience, particularly Spanish-speaking audiences.

6. Question: Have you conducted any previous research related to your marketing goals? (E.g.

Target audiences, Competitive analysis, Qualitative feedback, Quantitative analytics, etc.)

Answer: Yes. We recently worked with a marketing consultant to gather target audience data.

7. Question: How do you define success for this project? Do you have specific KPIs established?

Answer: The primary metric for success is increased attendance. We track attributed footfall, impressions, total clicks, cost-per-click, and bounce rate.

8. Question: Will advertising content need to be presented in languages other than English? If so, which ones?

Answer: Content will be primarily in English, but may include Spanish. Any needed translations will be done in-house.

9. Question: Is there someone who could be considered an incumbent on this project? Is there another company that you’ve worked with before, or any other company that would receive preference for winning this project?

Answer: EXL Media is the incumbent for digital media, but we have worked with a few digital advertising agencies. All proposals will be evaluated based on the criteria outlined in the RFP with no preference given to an incumbent.

10. Question: Please confirm that the $100k budget is inclusive of all media spend and management fees for FY25

Answer: Yes, the budget includes agency and media fees.

11. Question: Do you have more details on your target audience outside of the geo-target of Austin DMA?

Answer: Secondary geographic target areas outside of Austin DMA include San Antonio and Dallas. Within those areas, and in Austin DMA, primary audiences are families with school-age children, particularly Hispanic families; young adults, particularly University of Texas – Austin students; and tourists visiting Austin.

12. Question: What CRM system is in place?

Answer: Blackbaud Altru. We will transition to a new CRM in 2025.

13. Question: What KPIs are tracked? What attribution system/program is in place?

Answer: We track attributed footfall, impressions, total clicks, cost-per-click, and bounce rate.

Tracking is primarily done through Google Analytics 4 and a survey question when visitors buy tickets on-site.

14. Question: Is there any seasonality to consider?

Answer: Yes – a campaign schedule/calendar will be provided.

15. Question: Will creative be completed before the buy or will the buys dictate the creative needs?

Answer: Creative will be completed after the buy to correspond with the planned campaign schedule.

16. Question: Have past THSM media campaigns included any of the following listed media channels: digital video, OTT, digital radio/podcasts, OOH, print or terrestrial radio?

Answer: Yes, all.

17. Question: The SOW states, “TSHM will create in-house and provide all creative assets, except for produced audio spots”, does this include video or OTT creative?

Answer: Video and OTT is primarily anticipated to be created in-house, but we are open to providing b-roll assets for the creation of video and OTT creative.

18. Question: Will a firm be considered if it does not have a physical address in Texas, is not a HUB and does not work with a Texas based HUB subcontractor?

Answer: A firm will be considered if it does not have a physical address in Texas, is not a HUB or works with a Texas based HUB subcontractor.

19. Question: Are in-person meetings a requirement and if so, how many times per year? Can travel expenses be included as part of the $100k FY25 budget?

Answer: No. Virtual meetings are acceptable as needed and determined by TSHM. Travel is not included in budget.

20. Question: Will THSM be able to provide tickets for radio promotional giveaways?

Answer: No.

21. Question: We are responding to RFP 809-24-0018 and I hope to seek clarification about the HUB Subcontracting Plan. Since this is strictly media buying, do we list media outlets and digital media vendors on the plan, or do we simply self-fulfill since we’ll be doing the buying in-house?

Answer: If your firm will be fulfilling the entire contract with its own resources, (i.e., employees, supplies, materials and/or equipment), complete the sections appropriate for self-performing justification on the HSP.

22. Question: May we submit proposals in our agency's template or do we need to utilize the Response Items pages provided?

Answer: You may submit in your agency’s template.

23. Question: How is the State Preservation Board's media agency fee previously been structured?

Is there a preference for fees reflected on an hourly rate, retainer or commission model?

Answer: Fixed cost, invoiced either quarterly or monthly.

24. Question: Can you share any details regarding the museum's seasonality - peak visitor times, lower crowd months?

Answer: The Museum’s visitation is the highest March through May and is the lowest August through October.

25. Question: Item 7, C. References monthly or quarterly invoicing preferred - does the State Preservation typically pay media vendor invoices directly or is it an option for the agency to pre-bill the media and pay the media vendors on the State Preservation Board's behalf?

Answer: The chosen vendor will invoice the State Preservation Board and pay media vendors on the State Preservation Board’s behalf.

26. Question: Who is the incumbent on this contract?

Answer: EXL Media (digital advertising only).

27. Question: Is there a preference for an Austin based agency?

Answer: No.

Addendum Item #2 – Schedule of Events

EVENT DATE/TIME

(CENTRAL DAYLIGHT TIME)

Solicitation Release Date Thursday, August 1, 2024

Deadline for Submitting Questions Thursday, August 15, 2024 by 5:00pm CST

Anticipated Release of Written Answers Thursday, August 22, 2024

Deadline for Submission of Solicitation Responses

Thursday, September 5, 2024, by 2:00pm CST

Anticipated Contract Start Date September 2024