FWC 24.25-78 Q&A AD 1.pdf

Florida Fish and Wildlife Conservation Commission

Commissioners

Rodney Barreto

Chairman

Coral Gables

Steven Hudson

Vice Chairman

Fort Lauderdale

Preston Farrior

Tampa

Gary Lester

Oxford

Albert Maury

Coral Gables

Gary Nicklaus

Jupiter

Sonya Rood

St. Augustine

Office of the

Executive Director

Roger A. Young

Executive Director

Charles “Rett” Boyd

Assistant Executive Director

George Warthen

Chief Conservation Officer

Jessica Crawford

Chief of Staff

850-487-3796

850-921-5786 FAX

Managing fish and wildlife resources for their long-term well-being and the benefit of people.

620 South Meridian Street

Tallahassee, Florida

32399-1600

Voice: 850-488-4676

Hearing/speech-impaired:

800-955-8771 (T)

800-955-8770 (V)

MyFWC.com

DATE: APRIL 16, 2025

ADDENDUM NO.: 1

RFP NO.: FWC 24/25-78

RFP TITLE: MEDIA PLANNING AND BUYING SERVICES

UPDATE: QUESTIONS & ANSWERS

The enclosed addendum has been issued for consideration in the preparation of your response to the Florida Fish and Wildlife Conservation Commission’s

(FWC) Solicitation No. FWC 24/25-78, “Media Planning and Buying Services”.

All responses to the subject solicitation must be received no later than 4:00

PM (ET) on Wednesday, April 23, 2025.

A response received after the exact time specified will not be considered.

Failure to file a protest within the time prescribed in Section 120.57(3), Florida Statutes (F.S.), or failure to post the bond or other security required by law within the time allowed for filing a bond shall constitute a waiver of proceedings under Chapter 120, Florida Statutes. Written notices, formal requests and proceedings must conform with the requirements set forth in

Chapter 28-110, Florida Administrative Code (F.A.C.). Protests must be filed with the Purchasing Office, Fish and Wildlife Conservation Commission, 1875

Orange Avenue East, Tallahassee, Florida 32311-6160 within the time prescribed in Section 120.57(3), F.S. and Chapter 28-110, F.A.C.

Sincerely, John Nordmeyer, FWC Procurement Manager

FWC SOLICITATION ADDENDUM 2

BEGIN ADDENDUM

QUESTION #1

Is there a certain area that you are looking to target? Please let me know the specific area you are looking for, it is a little confusing in the document.

ANSWER #1

The target audience can change, depending on the message. However, we can give an example of a target audience. The media buying contract has been used most by the

Boating Safety Unit and their largest target audience is males, 36 to 54, who participate in outdoor activities.

QUESTION #2

Could you confirm whether there is a current incumbent for this contract? If so, could you provide their name, the contract number, and the contract value?

ANSWER #2

iHeart Media (RFP FWC 18/19-19). Over the life of the contract, the current contract value is approximately $3,186,935.

QUESTION #3

As referenced in **Page 17, Section 6.3** of the RFP, the contractor is required to fund media purchases upfront and seek reimbursement afterward. Could you confirm whether there are any exemptions to this requirement? If no exemptions exist, could you provide insight into how this term was determined, given that standard industry practice for media buying typically involves securing a percentage of the cost upfront from the client?

ANSWER #3

There are no exemptions to this requirement.

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QUESTION #4

Could you provide details on the total value of the RFP, either per term or on an annual basis?

ANSWER #4

Each year’s budget is contingent upon Legislative Appropriations.

QUESTION #5

What are the program’s intended audiences?

ANSWER #5

Because the audiences will vary, depending on the message, there is not a way to provide a complete list of audiences. However, this contract has historically been used most to reach boaters.

QUESTION #6

Do you have existing audience research or insights (such as demographics, psychographics or behavioral) to share?

ANSWER #6

We do have a variety of information we can share. For boating safety outreach, we rely on our boating accident statistics to provide guidance on messaging and the geographic location for the messaging.

QUESTION #7

How will the program’s success be measured?

ANSWER #7

While it can be difficult to measure success when dealing with a relatively small number of statistics (boating accidents and boating fatalities), we do use these numbers to

FWC SOLICITATION ADDENDUM 4

provide guidance in the effectiveness of our messaging. For micro campaigns, we can use web traffic for videos and other messaging. We also have used focus groups to provide feedback on messaging.

QUESTION #8

What dollar amount is budgeted for media placement in Year 1, Year 2, and Year 3 of this proposal?

ANSWER #8

QUESTION #9

Which Florida media markets are priority targets for advertising?

ANSWER #9

FWC works to reach all of the media markets. For boating safety outreach, the Miami and Tampa Bay markets will typically be targeted most because of the volume of boating in those areas.

QUESTION #10

Is there an incumbent media buying firm involved in this project? If so, can you name the firm?

ANSWER #10

iHeart Media

QUESTION #11

Who is designing the creative (advertising) for this program and how will it be delivered to the media buying firm?

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ANSWER #11

FWC will work with the contractor to deliver the material for the media product provider.

QUESTION #12

The Scope of Work mentions that “all costs for production” should be included in the pricing evaluation. Is media production part of the Scope of Work, too?

ANSWER #12

We want the costs of any production to be included…so it should be included in the work.

QUESTION #13

Out of the media mix listed (cable, digital, OOH, print, radio, social, streaming), are there certain platforms you want prioritized?

ANSWER #13

FWC has used traditional media to include television, radio, print, outdoor, point of sale.

I would not say we want to prioritize any specific media, but we do want to find the most effective and cost effective for our messaging.

QUESTION #14

Are there any existing media partnerships/contracts that we should be aware of?

ANSWER #14

We are not aware of any that would impact this RFP.

QUESTION #15

Are there specific seasonal events or trends we should align the campaign with?

FWC SOLICITATION ADDENDUM 6

ANSWER #15

There may be. For example, boating safety outreach tends to increase in the Spring.

However, we continue to message during the Summer, and to a lesser extent, Fall and

Winter. Outdoor/boating events occur at all times of the year, so we have to be flexible when it comes to targeting events.

QUESTION #16

Are there industry regulations or brand-specific sensitivities we should be aware of?

ANSWER #16

Yes, based on 68-1.006, Florida Administrative Code, references to FWC/FWC logo may not be permitted in advertising of alcoholic beverages, tobacco, adult (sexually-oriented) businesses, or gambling.

QUESTION #17

Who is the incumbent agency?

ANSWER #17

iHeart Media.

QUESTION #18

How long have they held the contract?

ANSWER #18

FWC 18/19-19 began 2/25/2019 and will end 6/30/2025.

QUESTION #19

What was the media budget last year?

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ANSWER #19

FY 23/24 Budget was approximately $1,237,525. As a reminder, each fiscal year’s budget is contingent upon Legislative Appropriations.

QUESTION #20

Has this RFP already been approved for a media budget for remainder 2025-2026?

ANSWER #20

Each year’s budget is contingent upon Legislative Appropriations. The 2025/2026 Fiscal

Year budget will begin 7/1/2025, which has not been appropriated at this time.

QUESTION #21

If so, how much is that media budget?

ANSWER #21

See answer #20

QUESTION #22

Are you on a fiscal or calendar year?

ANSWER #22

Fiscal year. July 1 through June 30.

QUESTION #23

Will this contract also require creative ad development?

ANSWER #23

The contract will not require creative ad development, but there may be a need to work with providers of media to work with FWC to make sure our messaging is in the proper

FWC SOLICITATION ADDENDUM 8

format, based on the media type. For example, if there is a purchase of point of sale media, FWC would like the provider to work with us to make sure our messaging was in the proper format for the media.

QUESTION #24

If not, who will provide the creative?

ANSWER #24

FWC will provide the creative. However, because of the different media platforms, there may be a need for the media provider to work with FWC to the creative fits that particular platform/medium.

QUESTION #25

What media outlets have you used in the past?

ANSWER #25

FWC has used traditional media to include television, radio, print, outdoor, point of sale.

We have also used a great deal of digital media. In addition, we have also used some less traditional outlets such as professional sports franchises and college sports platforms.

QUESTION #26

Have you done Search and Display as media types previously? If not, would you consider it?

ANSWER #26

No, but we are open to considering media that meets our objectives.

FWC SOLICITATION ADDENDUM 9

QUESTION #27

Please clarify Section 8 in the SOW, how do you see this cost estimated by vendor? Per the RFP, these fees aren’t included in the cost sheet (media buy commission rate pricing chart).

ANSWER #27

The vendor should consider these costs when putting together the proposal. When purchasing media, all of these costs could be a factor in putting together media for purchase by FWC. These costs will be included in any plan to be considered. Although it is not included in the evaluation, the proposer should be able to provide any of these costs if they are going to be part of a media purchase.

QUESTION #28

For "Presentation and Quality of Response," are you expecting a media plan with specific planning rates?

ANSWER #28

We would like any media plan to be as specific as possible. The information will allow us to evaluate the plan for value and effectiveness.

QUESTION #29

On the Cost Sheet, you mention to include the cost of shipping? Does this relate to trafficking creative to media outlets? Please explain.

ANSWER #29

The intent of this language is to have all of the costs related to the media buy included in media cost and the commission rate.

QUESTION #30

For "Illustrations of Client Experiences," Since there are several divisions within FWC, would you accept examples from the same company, with different divisions within that company, that show other decision making contacts and different media planning parameters?

FWC SOLICITATION ADDENDUM 10

ANSWER #30

The Commission cannot be listed as a past Client Experience.

QUESTION #31

What is the Respondents role in the Public Response Opening on April 23?

ANSWER #31

Respondent must have ALL required forms and items submitted to the Commission before the Public Response Opening. Respondents are not required to be in attendance.

QUESTION #32

Do you anticipate needing on-location shoots or in-studio production as part of future campaign work awarded under this contract?

ANSWER #32

We do not anticipate needing these things. However, if a provider of media needed to have an in-studio production as part of a media buy, it is possible this would be required.

As an example, we have had production costs included in a media buy for the purchase of radio time (for a specific show) in the past.

QUESTION #33

Is there a preference for vendors that can offer real-time or live content production capabilities?

ANSWER #33

While there is not a preference for this, we do want to have multiple options when deciding on the purchase of media.

FWC SOLICITATION ADDENDUM 11

QUESTION #34

How will past performance with state agencies be weighted during the evaluation process?

ANSWER #34

All relative past performances will be weighted the same in the evaluation process.

QUESTION #35

Can we submit sample deliverables from previous work to strengthen our proposal, even if those projects were not commissioned by FWC?

ANSWER #35

Yes.

QUESTION #36

Is the Commission open to multi-vendor partnerships or subcontracting, particularly for media buying services?

ANSWER #36

Subcontracting is permitted.

QUESTION #37

Would FWC prefer that the selected vendor handle media buys directly, or is it acceptable to subcontract with a specialist media buying agency?

ANSWER #37

See Answer #36.

FWC SOLICITATION ADDENDUM 12

QUESTION #38

How many media buy requests (attachment F) were issued by the Commission's various

Divisions, Offices and Institutes in FY2022-2023?

ANSWER #38

3 media buy requests were issued by the Commission.

QUESTION #39

What was the total dollar amount of project budgets for all media buy requests issued by the Commission's various Divisions, Offices and Institutes in FY2022-2023?

ANSWER #39

Approximately $414,500.00. As a reminder, each fiscal year’s budget is contingent upon

Legislative Appropriations.

QUESTION #40

How many media buy requests (attachment F) were issued by the Commission's various

Divisions, Offices and Institutes in FY2023-2024?

ANSWER #40

9 media buy requests were issued by the Commission.

QUESTION #41

What was the total dollar amount of project budgets for all media buy requests issued by the Commission's various Divisions, Offices and Institutes in FY2023-2024?

ANSWER #41

See answer #19.

FWC SOLICITATION ADDENDUM 13

QUESTION #42

What is the Commission's projected media budget for FY2025-2026?

ANSWER #42

QUESTION #43

What is the annual budget allocation for the RFP per year/or per contract?

ANSWER #43

Each year’s budget is contingent on Legislative Appropriations.

QUESTION #44

How many vendors will be approved per this RFP?

ANSWER #44

One vendor.

QUESTION #45

Define economic analysis within Scope of Work?

ANSWER #45

The analysis is providing FWC with some insight on a particular media platform (or platforms) and the value of that platform (or platforms) in effectively and efficiently reaching the intended audience.

QUESTION #46

Page 7, Section F1:

We understood in the pre-proposal meeting that Boating Safety is a campaign priority.

To this end, can you share your specific objectives, call to actions, target audiences, FWC SOLICITATION ADDENDUM 14 timeline, and key performance indicators that would define success for this initiative?

This information will help us develop a comprehensive sample plan tailored to your needs.

ANSWER #46

Our objective is ultimately reducing accidents and injuries and deaths related to boating accidents. However, it is very difficult to directly tie outreach and education to behavior change and ultimately a reduction in accidents, injuries and loss of life. However, we do try to focus some mini-campaigns on specific areas where our statistics tell us we have problems. An example of a campaign we have run would include messaging to our primary target audience (men 36-54 who are engaged in boating) where we use media to encourage these boaters to take a boating safety course. We would run a campaign in a targeted area, with a page directing these boaters to a page with these course listings.

We would measure the pre-and-post course completions for a specific area at the end of the campaign.

QUESTION #47

For the boating safety campaign priority, are there programs, services or audiences the

Commission prioritizes over the others?

ANSWER #47

Our boating safety campaign is primarily driven by our annual accident statistics. This helps us identify trends and areas where we see boating safety issues that should be addressed. Obviously, we care about the safety of all people participating in boating.

The largest single demographic target for boating is men, ages 36-54 who participate in boating.

QUESTION #48

Should we account for several boating safety specific campaigns and calls to action to be concurrently running through media campaigns at any given time?

FWC SOLICITATION ADDENDUM 15

ANSWER #48

Yes, it is possible we may run (concurrently) campaigns with different messages, in different parts of the state. Generally speaking, we would plan these things well in advance.

QUESTION #49

Can you please provide a template and/or example of your preferred approach to

“prescription format” and “economic analysis”?

ANSWER #49

This would include a suggestion for the types of media that would be appropriate for the target audience along with the economic value of the media.

QUESTION #50

Page 7, Section F2d: Can you please clarify what is meant by "end product?" Should this be provided within the response or separately?

ANSWER #50

The end product in this case would be the media plan/suggested media buy, with supporting documentation for quantity and pricing.

QUESTION #51

Page 8, Section G: Our agency operates on a professional services fee model rather than a traditional media commission structure. Instead of charging a percentage commission on media buys, we charge transparent management fees for our professional services including media planning, negotiation, placement, and reporting. Would the Commission consider alternative pricing structures where we could:

Present our fees as a 'commission equivalent percentage' for evaluation purposes, even though our actual billing would be based on defined professional service fees?

FWC SOLICITATION ADDENDUM 16

ANSWER #51

It would be difficult to evaluate professional fees for an RFP. By listing a commission rate that includes professional service fees, a comparison of commission rates is possible.

Otherwise, we could not evaluate fees related to different types of media. The commission rate will include the various fees for different types of media in a single format.

QUESTION #52

Or, if the commission structure is mandatory, could we propose a commission rate that incorporates our professional services fees, with clear documentation of how that percentage relates to our typical fee structure?

ANSWER #52

The commission rate does not need to include a breakdown of the professional fees. It can be listed as a simple commission rate.

QUESTION #53

Can we submit it in both ways?

ANSWER #53

See Answer # 52

QUESTION #54

Page 8, Section G: Additionally, could you clarify if there's any flexibility in the pricing model as presented in Attachment D, or if all responses must strictly adhere to the commission percentage format to be considered responsive?

ANSWER #54

See Answer # 52

FWC SOLICITATION ADDENDUM 17

QUESTION #55

Page 16, Section 5.2: Will the cost evaluation score be based solely on the investment level or will it consider what is being delivered both in deliverables and media returns?

ANSWER #55

Cost evaluation will be based on the commission rate.

QUESTION #56

Page 7, Section F2: Can a sampling of FWC's past media buying data and campaign performance be provided?

ANSWER #56

Yes.

QUESTION #57

Page 7, Section F2b: Does FWC have existing media assets, or will the contractor be expected to assist with creative development?

ANSWER #57

The contractor will not be required to assist with creative development. However, depending on the specific media purchase, there may be some production provided by the media supplier. An example would be graphic artist support so that a point of sale

“pump topper” is properly designed and formatted. These costs would be a part of the media buy.

QUESTION #58

Page 7, Section F2: Are there preferred media platforms or specific audiences that FWC has found most effective in previous campaigns?

FWC SOLICITATION ADDENDUM 18

ANSWER #58

We have used radio, television, digital media, outdoor, point of sale and other platforms.

Our preference is the platforms that help us reach our audiences most effectively, in the most economical way.

QUESTION #59

Page 7, Section F1: Are there existing web environments/landing pages set up to support each of the six program areas? If so, what are they?

ANSWER #59

All divisions/offices have their own pages on our main website (MyFWC.com), but specific landing pages for outreach would be created/deleted as necessary.

QUESTION #60

Page 5, Section B: Who is the incumbent contractor, if any?

ANSWER #60

iHeart Media

QUESTION #61

Page 5, Section B: If there is an incumbent, why is this contract being re-solicited rather than extended or renewed?

ANSWER #61

The contract has reached the end of its term with no renewals available.

QUESTION #62

Is the contractor expected to create new creative materials for programs, or will that be determined and priced at the purchase order-level?

FWC SOLICITATION ADDENDUM 19

ANSWER #62

While there may be a need for the creation of creative materials, this would be a part of the media buy – more specifically if the media purchased required the creation of materials for that buy. The cost for this material, if needed, would be included in the media cost. The basic messaging will be provided by FWC.

QUESTION #63

Is The Commission seeking sample plans for potential work resulting from this contract, or sample of past successful media plans implemented by the contractor?

ANSWER #63

The Commission is seeking samples of past media plans implemented by the contractor.

QUESTION #64

The RFP says “responses should include innovative ideas for accomplishing the tasks in the Scope of Work. Examples of the proposed plan, prescription formats and economic analyses should be included.”

For clarity, can the Commission provide a description of the types of “prescription formats and economic analysis” that should be included?

ANSWER #64

See Answer #49

QUESTION #65

The RFP says “the contractor shall submit one (1) original (hard copy) and three (3) separate electronic copies (on flash drive) of their response in a SEALED ENVELOPE”

Does the Commission want three electronic copies on a single flash drive? Or three flash drives each with an electronic copy?

ANSWER #65

One physical copy and three flash drives with one electronic copy on each.

FWC SOLICITATION ADDENDUM 20

QUESTION #66

2.3.6 The RFP says “to prepare and provide post analysis reports and/or surveys as defined in the General Requirements”

4.4. The Commission will work with the Contractor to survey which services were the most cost effective in a post-analysis format. If requested, the Contractor will provide post placement audits to ensure the audience predicted is within range of actual audience participation.

8.1. The services below will be required but are not included in the pricing evaluation: ...

8.1.4. Surveys

Does the Commission expect that the cost of post-analysis surveys will be included in the media buy commission rate pricing in Attachment D, or will it be separate services?

ANSWER #66

This service, when requested, has been included in the media buying services (and billed on the invoice with media purchases) and we are anticipating this will remain the case.

QUESTION #67

3. Sample Media Buy

The RFP says the respondent must provide three (3) or more different samples of direct media purchases. Are these sample buys from previous experiences are or are we to provide three (3) sample buys for FWC?

ANSWER #67

FWC would like to see examples of media buys from previous purchases. This would not preclude an example of a previous example of a purchase made for FWC.

QUESTION #68

Would the Commission please clarify whether the Attachment D - Cost Sheet should include ONLY a Media Buy Commission Rate Pricing percentage rate for the initial 3-year Term Rate and each subsequent renewal year? Or is the Commission requesting

FWC SOLICITATION ADDENDUM 21

both the Media Buy Commission Rate percentage and total estimated costs for items A through E as part of the cost proposal?

ANSWER #68

The commission rate for the initial 3 year term and each subsequent renewal year.

END ADDENDUM