MA Office of Travel and Tourism- Website Maintenance RFR- May 25 2021.pdf

Request for Responses

Purchasing Department: MA Marketing Partnership / MA Office of Travel & Tourism (MOTT)

Address: 136 Blackstone Street, 5th Floor, Boston, MA 02109

Telephone #: 617-835-2597

RFR File Name/Title: MOTT Website Maintenance

Engagement Team Leader/ Contact Person: Keiko Matsudo Orrall

1. Description of Engagement:

The Massachusetts Office of Travel and Tourism (MOTT) is the state agency responsible for marketing Massachusetts to domestic and international visitors. MOTT is seeking a Massachusetts firm with website and marketing expertise to assist with back end web maintenance of the VisitMA website. MOTT’s objective is to drive traffic to visitma.com. MOTT will make the selection based on agency experience, relevant projects and the ability to deliver services beginning on by July 1, 2021 through June 30, 2022. Responses must be from vendors already approved on statewide contract in the COMMBUYS system PRF70 (see Appendix).

2. Single Or Multiple Contractors Required For Engagement(s):

Single Contractor Multiple Contractors.

MOTT reserves the right to enter into a contract with one of the bidders selected as a finalist. If the contractor does not perform in accordance with the performance criteria, the contract may be terminated. All term leases, rentals, maintenance or other agreements for services entered into during the duration of this contract and whose performance and payment time frames extend beyond the duration of this contract shall remain in effect for performance and payment purposes (limited to the time frame and services established per each written agreement). No new leases, rentals, maintenance or other agreements for services may be executed after the contract has expired. Any contract termination or suspension pursuant to this section shall not automatically terminate any leases, rentals, maintenance or other agreements for services already in place unless the department also terminates said leases, rentals, maintenance or other agreements for service, which were executed pursuant to the main contract.

3. Business Specifications and Engagement Performance:

MOTT is seeking a Massachusetts firm with experience in maintaining its website www.visitma.com, as well as auditing, optimizing and driving traffic to the website. MOTT will have final oversight on all aspects of website maintenance. Bidders are considered eligible if they meet the following qualifications:

• Demonstrated experience in maintaining websites

• Knowledge of Content Management Systems (CMS) and technology infrastructures using CSS, Firewalls, IDS/IPS, Web-Proxy, and Security Audits

• Must be proficient in HTML, XHTML, CSS design, cross-browser and cross-platform compatibility

• Have continuously operated as a corporate entity in Massachusetts for a minimum of 36 consecutive months preceding the date of submission

• Possess full–service capabilities to implement and provide needed website services

• Approved as a vendor on the MA COMMBUYS procurement site http://www.visitma.com/

Website Maintenance Deliverables to include but are not limited to:

• Optimization of the website

• Utilize backend linking using the existing navigation

• Conduct a website audit and providing feedback on changes needed to drive more visitors to visitma.com

• Assist MOTT with any back end work and design on visitma.com and mafilm.org as needed

• Assist with any editing of .php, .css and .js pages as needed

• Assist with any back end maintenance of the MOTT web database which is built in SQL and uses a WordPress platform

• Serve as back-up for the MOTT web manager if they are unavailable/out of the office

• Manage any issues with operation hosting sites and social media platforms

• Work with MOTT to provide an agreed upon number of site maintenance hours per month during normal business hours (M-F, 8:30 am – 5:30 pm)

• Provide troubleshooting of the website

4. Instructions for Submission of Responses and Evaluation Criteria:

Material submitted must follow this organizational structure and all parts must be completed to be considered as a valid response to this bid. MOTT reserves the right to request clarification of information submitted and/or to request additional information. Maximum of 6 pages total will be considered. Response should include components A-F (below). Appendices are not subject to page limit.

A. Overview: Name of organization, contact person for this quote including email and phone number, and company address in Massachusetts.

B. Experience: Briefly describe the organization and describe the organization’s experience with website maintenance. (15 points)

C. Examples: Provide an example of successful website maintenance including driving traffic to a website. (15 points)

D. Approach: Propose strategies and methods that would be included from July 1, 2021 running through June 30, 2022. Include approach to generating traffic to www.visitma.com. Provide description of any services that will be subcontracted and credentials of proposed subcontractor(s).

MA subcontractor(s) will be given preference. Additionally, include explanation of how the vendor will ensure that the Commonwealth of Massachusetts receives the maximum value.

(40 points)

E. Qualifications: Describe the qualifications of staff that will be available to manage this account.

Provide organization chart specifying the team that will be involved in ongoing operations: names, credentials, length of employment, and work status (permanent vs. contract employee). (10 points)

F. Cost: Outline organization’s cost approach. (20 points)

5. Engagement Performance Monitoring & Account Management

MOTT endeavors to deliver the best value to facilitate the state tourism website so that it is competitive with other state tourism websites, and overall appealing to domestic and international travelers. Responses must include a work plan with clearly defined benchmarks and progress updates must be provided monthly.

Progress updates must be provided bi-weekly.

The organization shall provide account management with in-depth attention to organizing, planning, supervising and reviewing all projects and budgets in progress at any time if requested by MOTT and subject to MOTT oversight and final approval. The vendor shall commit to a level of service (number and experience of employees and corresponding number of full time equivalents) as determined in the response to this RFR, and shall maintain that level of service throughout the term of the contract.

6. Expected Duration of Engagement

MOTT’s anticipated duration is for July 1, 2021 to June 30, 2022, with option to renew.

7. Anticipated Expenditures, Funding or Compensation for Expected Duration of Engagement

Total Estimated Value of Engagement:

The estimated value of this contract is between $50,000- $75,000.

Compensation Structure/Pricing The compensation structure for PRF70 is according to individual projects as described and agreed to in the accepted vendor response and contractual scope of services. Awarded vendor is required to provide specific and transparent prices in all responses to bid quotation requests.

Cost tables Costs under PRF70 must be determined through project-based compensation. Vendor response must include an up-to-ceiling rate for each job classifications under the contract (see job classifications table below).

Vendors are expected to be competitive with each project and must provide a detailed and transparent budget related to the scope of services to be completed.

8. COMMBUYS Electronic Quote Requirements: All responses are to be submitted electronically using the online submission tools available to Vendors registered in COMMBUYS. There is no charge to register in COMMBUYS. To Register go to www.COMMBUYS.com and click on the “Register” link on the front page.

All Responses must be received by MOTT before the specified date, month, year and time of the Bid Opening Date displayed on COMMBUYS. Times are Eastern Standard/Daylight Savings (US), as applicable.

All Bidders are advised to allow adequate time for submission by considering potential online submission impediments like Internet traffic, Internet connection speed, file size, and file volume.

MOTT is not responsible for delays encountered by Bidders or their agents, or for a Bidder’s local hardware failures, such as computers or related networks, associated with bid compilation or submission. Bids

JOB CLASSIFICATION

PRF70 CATEGORIES

President Account Executive Material Production Manager IT Support Coordinator On-Site Support Coordinator Project Manager Advertising Manager Public Relations Manager Graphic Designer Event Support Event Planner Photographer Videographer Creative Director Editor Technical Director Other (vendor must provide title/ explanation) http://www.commbuys.com/ submitted via COMMBUYS are time stamped by the COMMBUYS system clock which is considered the official time of record.

COMMBUYS Item Screen All bidders are required to enter a Unit Cost amount on the Item Screen in COMMBUYS in order to submit a quote. The acquisition method for this RFR is Cost Reimbursement. Bidders must enter the total dollar amount from the budget form in the Unit Cost Field.

File Format Scanned documents will be accepted and must be scanned in such a way that they can be read on a computer monitor and printed on 8 1/2” x 11” paper, unless otherwise specified. Zipped files will be accepted and must be in a .zip format when saved. Other zip file formats will not be accepted.

9. COMMBUYS Support

The following resources are provided to assist Bidders in submitting Quotes:

• An online job aid on “Creating a Quote in COMMBUYS”

• Webcast video on How to Find Bids (Solicitations) and Submit Quotes (Responses) through

COMMBUYS.

Website: Go to www.mass.gov/osd/commbuys and select the COMMBUYS Resource Center link offered under Key Resources.

Email: Send inquiries to the COMMBUYS Helpdesk at COMMBUYS@state.ma.us

Telephone: Call the COMMBUYS Help Desk at 1-888-MA-STATE (1-888-627-8283). The Help Desk is staffed from 8:00 AM to 5:00 PM Monday through Friday Eastern Standard or Daylight time, as applicable, except on federal and state holidays.

Technical assistance is available during the procurement process. Every effort is made to respond to inquiries within one business day. Bidders are advised that COMMBUYS will be unavailable during regularly scheduled maintenance hours of which all users will be notified.

10. TIMELINE FOR RESPONSES

Bid Opens: Tuesday, May 25, 2021

Deadline Date: Thursday, June 17, 2021 12:00 pm EDT

Will opportunity for written questions be offered? Yes No

Questions will be accepted in writing until 12:00 pm EDT on June 14, 2021. No phone calls will be accepted Please note: All questions and answers are visible to the public.

MOTT Contacts:

Keiko Matsudo Orrall Keiko.M.Orrall@mass.gov cc: John Alzapiedi John.Alzapiedi@mass.gov; Daniela De Caro-Heavey Daniela.Decaro@mass.gov

Check Box if confidentiality form is required.

APPENDIX – PRF 70 RFR-List of Specialized Services https://www.mass.gov/files/documents/2017/01/uk/create-quote-in-commbuys.pdf https://www.youtube.com/watch?v=UhUTNokbhfY https://www.youtube.com/watch?v=UhUTNokbhfY http://www.mass.gov/osd/commbuys mailto:COMMBUYS@state.ma.us mailto:Keiko.M.Orrall@mass.gov mailto:John.Alzapiedi@mass.gov mailto:Daniela.Decaro@mass.gov

Web-based, Social and Emerging Media Marketing Advertising Public Relations Event Planning & Support Video Production Commercial Photography Art & Graphic Design Integrated Marketing Services(all of the above)

Category I Definition-Web-based, Social and Emerging Media Includes evolving methods of media production, delivery, and consumption. The creation, development and implementation of marketing/communications tools, devices and campaigns that reflect the evolving nature in which messaging is produced, delivered and consumed, to include online marketing, e-mail marketing, social media, website development, mobile phone application development, and other emerging methods, platforms and technologies, such as:

The internet or similar electronic media (social networks e.g., Facebook, LinkedIn, blogs, podcasts, wikis, content communities: Flickr, YouTube, etc., Microblogging, Twitter. Mobile and location-based platforms, such as foursquare, for the development, preparation, promotion and distribution/ placement of information or advertisement.

Category II Definition-Creative Services Art & Graphic Design- Includes images, patterns, layouts, and other graphic devices composed into a coherent, distinctive design intended for printing and/or for advertisements and printed materials. Awarded vendors will provide copywriting and technical writing services, create sketches, drawings, publication designs and typographic layouts and furnish custom or stock artwork (including electronic artwork).

Commercial Photography- Includes: Taking pictures, photo development, enlargements, hardcopy and/ or digital pictures (black and white or color) for advertisement, merchandising, product placement, brochures, leaflets and other communication services.

Video Production- Includes: The development, creation and production of television programs, television commercials, training videos, and videos to raise public awareness about services, educate learners, train staff, and deliver brand messages. Essential functions include services to produce quality videos, content, production quality, and clarity. Awarded vendors will be responsible for project content development, creative script, finding talent, scouting filming locations, filming, and editing.

Category III Definition-Marketing Services Marketing- Includes: Brand Development, Strategic Planning, Focus Groups, Video, commercials/radio spots/PSA development & production, Event Materials Development, Graphics, Packaging, Analytics & Monitoring, Email & Social Media Marketing, Mobile Application Development, Search Engine Optimization & Outreach, Web Development, Media Placement, qualitative use of mainstream and ethnic-based TV and radio advertising reach through targeted programming and Pre-/Post- Campaign Evaluations.

Advertising- Includes: The development, production (drafts, proof, edits and finals) & positioning of specific messaging content in any identified or to be identified approved mainstream and ethnic communication mediums (newspapers, magazines, broadcast media, advertising media, social media, direct mail, billboards and posters, transit advertising and promotional items) to reach a predetermined audience/demographic market. Includes services to promote awareness, disseminate information, enable public understanding of complex technical and social issues, etc.

Public Relations- Includes: Research, planning, communication, dialogue and evaluation, public attitudes, definition of the policies, procedures and interests of an organization. More specifically publicity events, photo ops or publicity stunts, speeches to constituent groups and professional organizations; receptions;

seminars, and other events; personal appearances, collateral literature, both offline and online, direct communication (carrying messages directly to audiences, rather than via the mass media) with, for example, printed or email newsletters, blogs, as well as social media and social networks.

Category IV Definition-Event Planning & Event Support Services

Event Planning- To Create, organize and supervise all aspects of an event such as, but not limited to trade shows, workshops, seminars, award ceremonies and conventions. Event planning includes budgeting, establishing dates and alternate dates, selecting and reserving the event site, acquiring permits, and coordinating transportation and parking. Event planning also includes some or all of the following, depending on the event: developing a theme or motif for the event, arranging for speakers and alternate speakers, coordinating location support (such as electricity and other utilities), arranging decor, tables, chairs, tents, event support and security, catering, police, fire, portable toilets, parking, signage, emergency plans, and cleanup.

Event Support- Relates to service assistance (support) once all functional elements of a scheduled event have been established and/or a site has been secured. Included in part or in total would be: graphic design, back-drop graphic imprinted signs or panels, onsite support personnel for registration, surveys, workshop facilitators but not presenters, greeters, and other services that are ancillary to the successful event outcome.

Category V Definition- Integrated Marketing Services Must include all functions of a full-service marketing & advertising agency and cover services offered under Categories I-IV, above. The Integrated Marketing Services Category is broad in scope so that departments can develop scopes of work that may require a variety of services offered under this contract.

APPENDIX – PRF 70 RFR-List of Specialized Services