RFP 23-04_Questions and Answers.pdf

Florida Department of Citrus RFP 23-04 – Consumer Marke�ng

Ques�ons and Answers

1. Retail Ac�va�on (Online/In-Store) and eCommerce Ac�va�ons – does this refer to sales?

This refers to driving consumers to purchase Florida citrus products through retailers. The heavy bulk of this will be focused driving these through eCommerce channels.

2. Can you provide more informa�on on what you are looking for?

The FDOC desires to secure an agency to serve as a key partner in the planning, execu�on and evalua�on of consumer marke�ng efforts primarily focused on brand management, consumer engagement, paid media, digital media, social media, retail ac�va�on, influencer engagement and measurement, eCommerce, and performance marke�ng domes�cally. A strong focus will be on Florida Orange Juice. We will want to see all components working in coordina�on seamlessly to bring the strongest awareness to Florida citrus products.

3. What specific success metrics or KPIs are you focusing on for this campaign? Are they more oriented towards marke�ng aspects like brand awareness and ac�va�on metrics, or do they also include sales-related measures such as market share, sales volume, distribu�on, pricing, and grower returns?

It is a combina�on of all of these. The FDOC also has an Economic Market & Research Department which collaborates in consumer data and surveys.

4. Does your RFP cover both the development (including goals resources, �melines, budgets, KPIs) and the implementa�on of the strategy? If it includes implementa�on, what are your expecta�ons regarding staffing?

The RFP does cover both. The FDOC has a Global Marke�ng Department which will work in tandem with the agency to achieve these goals. The agency will be expected to have a dedicated staff with experts in each area - crea�ve, performance marke�ng, community management, social media design and ac�va�ons, and influencer strategies among others.

5. What is the geographical scope of this campaign? Is it focused on Florida, regional, na�onwide, North American, or interna�onal markets?

This is focused solely on the United States.

6. What resources (such as strategic documents and data/insights) and partnerships with other agencies or consultants will be available to the selected agency?

The FDOC has an Economic Market & Research Department, which assists in consumer data and trends in beverage categories, as well as a contract with Nielsen and numerous industry rela�onships and partnerships.

7. If current data and insights are not available, is there an op�on to procure, ini�ate and analyze them as part of this RFP?

Please visit htps://www.floridacitrus.org/grower/ for publicly available informa�on.

8. Are there specific focal points in terms of messaging, channels, and target demographics? Also, are you looking to expand sales outlets beyond retail/eCommerce to include distributors/wholesalers or foodservice?

The main focus is on the health benefits, quality and taste of Florida citrus products and the prac�ces within the industry that make Florida citrus a premium purchase. At this �me, we are not looking to expand beyond retail/eCommerce as specific brands within our industry handle those separately.

9. Who is your incumbent agency, and what are their current responsibili�es? Is this RFP a shi� from your exis�ng strategy? Could you describe the strategic plan we would be opera�ng under, especially in rela�on to growers, stores, occasion-based strategies, and Florida-centric approaches?

Edible, Inc. is the FDOC’s current Agency of Record and, alongside the FDOC Global Marke�ng Team, it works on all marke�ng programs, eCommerce ac�va�ons, crea�ve avenues, social media ac�va�ons and influencers, media rela�ons and issues management along with other needs that may arise. This RFP process involves presen�ng your individual strategic plans for Florida Orange Juice, grapefruit and citrus gi�s in the areas outlined in the RFP.

10. Are you sa�sfied with the performance of the incumbent agency? If so, do they have the opportunity to respond to this RFP?

Yes. Yes.

11. Could you detail your exis�ng partnerships (like retailer partnerships, sports, media) and the extent of management expected from the agency versus your direct involvement?

As we are brand agnos�c, our work in these areas is to promote Florida Orange Juice as a whole.

There are numerous brands that are considered Florida Orange Juice. Our current eCommerce ac�va�ons are with Walmart and Instacart and we have in the past had programs through Target and Kroger among others. We have worked with Hulu, Reach TV, and airport WiFi. The Agency will be expected to procure those rela�onships and partnerships with a checks & balances and approval process by the FDOC.

12. What is your market geography for this campaign? How does your produce scale compare to other major growers, and who are the primary par�es you represent and sell to (distributors, independents)?

The U.S. is our market geography. We represent the Florida Citrus Industry as a whole and do not sell our products ourselves.

13. What resources and tools do you currently use in-house, and what are you expec�ng the agency to contribute? Could you provide an overview of your current strategies and achievements?

The FDOC has an Economic and Market Research Department, a contract with Nielsen, a Scien�fic Research Department and a Legal Department along with the Global Marke�ng Department that all assist in a variety of ways.

14. How data-driven are your current and future decisions? Do you have available data of Florida citrus sales and market trends, including insights from sources like Nielsen and shopper research? If such data is not available, are you willing to invest in acquiring it?

Data, trends and history all play roles in current and future decisions. We do have availability of this data through the FDOC’s Economic and Market Research Department and Nielsen.

15. In the context of eCommerce men�oned in the RFP, what exactly are you looking for? Are you seeking awareness campaigns that support Florida citrus products on eCommerce pla�orms and digital marketplaces, or is the focus on crea�ng a digital marketplace for these products?

We are seeking awareness campaigns that support Florida citrus products on eCommerce pla�orms and digital marketplaces.

16. Could you clarify your precise business goals, ideally stated as objec�ves with expected growth and revenue? Addi�onally, what is your focus within the citrus segment (e.g., priori�za�on of oranges, lemons, etc.)?

The mission of the FDOC is to maximize consumer demand for Florida citrus products. Growth and revenue are par�ally dependent on size of budget, which can shi� year-to-year.

Domes�cally, the largest area of focus is on Florida orange juice, followed by grapefruit and citrus gi�s.

17. Under sec�on 2.1.3 – Eleva�on Process item 2e – Strategic and Tac�cal Approach, can you please provide more specific direc�on of what is needed, for example, are you seeking to have a full marke�ng plan submited with the RFP?

This sec�on of the proposal accounts for 25% of the evalua�on criteria. Considerable detail should be given to provide the evalua�on commitee a sense of how you will approach our business. No addi�onal informa�on is available, agencies should provide their strategic and tac�cal approach based on the informa�on provided within the RFP.

18. Are agencies able to work with subcontractors to fulfill a specialty area outlined in the RFP. If so, do we need to detail this in the staffing plan noted in sec�on 2.1.3 d?

Yes, agencies can work with subcontractors, though the agency may be required to officially conduct an RFP process for those subcontractors if they are not directly employed by the agency.

Agencies will be expected to note how each area of need will be staffed.

19. In sec�on 2.2.4 - Please elaborate on what detail is needed for the breakdown of the services outlined since the budget is such a wide range.

The breakdown of services is an opportunity for you to show the services you can provide under a budgeted amount. As the FDOC’s marke�ng budget does fluctuate year-to-year, it may be helpful to indicate how those services may break down under different budget amounts.

20. Do you have specific, measurable goals as related to the services outlined in this RFP?

Goals are set yearly based on the budget the FDOC is alloted for marke�ng.

21. Is there a page limit to our RFP submission?

No, there is no page limit to the RFP submission.

22. Regarding the Crea�ve Work/Branding listed on the RFP: Are you looking for a brand new crea�ve or are we taking your guidelines and adap�ng them to a new campaign tagline/key visual?

It can be a mix of both. Marke�ng tac�cs evolve and it is important for the FDOC to con�nue to move with them. The Original Wellness Drink will con�nue to be our tagline for Florida Orange Juice.

23. Does Florida Department of citrus (FDOC) have an exis�ng list of retailers that are collabora�ng with? Is the marke�ng promo�on with the retailer nego�ated directly by FDOC or the grower/packer or is it the responsibility of the agency to nego�ate?

Please see the answer to ques�on 11.

24. Is there a list of key retailers that should be priori�zed in the promo�on plan?

We cannot provide specific direc�on on retailers priori�zed in your proposal.

25. FDOC has a specific campaign focusing on orange juice – Florida Orange Juice as The Original Wellness Drink. Is there an indica�on of how much the overall marke�ng plan should focus on that part or is it up to the agency to propose a breakdown?

Approximately 90% of our domes�c marke�ng budget promotes Florida Orange Juice.

26. We are exploring the possibility of teaming up with a larger agency to enhance our proposal.

Could you clarify if FDOC allows small agencies to collaborate with larger ones for a joint submission? If so, what would be the requirements?

Please see the answer to ques�on 18.

27. Who are the other agencies par�cipa�ng in this RFP? Are the incumbents par�cipa�ng? Is this RFP being issued based on state requirement or desire to change? If there is an incumbent, is it the same firm currently working on the PR work?

Proposals will be opened on January 24, 2024. The FDOC is a state agency which is required to conduct a Request For Proposal process for services exceeding $35,000 annually. The current Agency of Record (AOR) for Marke�ng is also the AOR for Media and Issues Management.

28. Please confirm the budget range of $3M-$8M includes paid media spend.

Yes, it does include paid media spend.

29. Historically, what has been your greatest pain points working with agency partners on the scope of work outlined in this RFP? What has worked well with your past agency partnership(s)?

We are unable to answer specific ques�ons regarding the rela�onship with our current Agency of Record.

30. Regarding biographical data of proposed staff, please provide specific level of detail on expecta�on of this deliverable.

There will be a minimum expecta�on of experience both in years and in work completed, successful projects and any other informa�on the proposing agency believes is relevant to the RFP request.

31. Do you have any recent market research (1st or 3rd party) that you can share? Please provide the date/age of the research if possible.

You may view economic webinars at htps://www.floridacitrus.org/grower/past-events

32. How are you all currently posi�oning the brand in the marketplace?

The Original Wellness Drink is all-encompassing for all Florida Orange Juice. It is up to individual brands to create their own iden��es and program structures.

33. Who do you view as your compe�tor set?

For juice, we operate within the beverage and health & wellness spaces.

34. Do you have a primary target audience?

The key demographic is lapsed and light users who are primary household shoppers, but we also separate our audiences into different modes and our marke�ng programs are o�en geared toward those targets dependent on the �me of year and seasonal events that may be taking place.

35. Do you have any market seasonality we should consider?

While Florida orange juice and grapefruit juice are available year-round, the growing season for Florida citrus is October-June.

36. Are there any key market events in 2024 we should consider?

FNCE and Today’s Die��an are two main events, but we are always looking at events in the health & wellness space to see if it is beneficial and the Agency of Record will be cri�cal in assis�ng to iden�fy these events.

37. Where do you see your biggest untapped opportunity – either audience demographic or market?

There are always ways to improve and be stronger in marke�ng programs, which are constantly evolving. The FDOC plans to con�nue ac�ve rela�onships as well as finding new, crea�ve and unique avenues to promote the health benefits of Florida Orange Juice and Florida citrus to different demographics. Due to strict guidelines on health messaging, our messaging targets primary household shoppers.

38. Will new research execu�on be part of an addi�onal scope of services? If yes, what type of research?

https://www.floridacitrus.org/grower/past-events

We do ask that our agency monitor trends and insights from its programs, but the FDOC also has an Economic and Market Research Department that is also to track consumer data along with a contract with Nielsen.

39. What are your business goals for 2024? How are these goals developed?

To con�nue to explore crea�ve avenues to promote the health benefits and taste of Florida Orange Juice and Florida citrus, iden�fy new audiences, and proac�vely reach those audiences.

These goals are developed through a proac�ve approach by both the FDOC and our Agency of Record.

40. What keeps you at night?

Would need elabora�on on this ques�on.

41. Is there an expecta�on of including spec crea�ve and/or strategy and/or spec campaign development in this first round proposal? If yes, please provide context of the expecta�on.

We are mindful that agencies may not want to be too specific in proposals. While we cannot give specific direc�on as to your proposals in each round, it is important to state that what is proposed to us is for proposal purposes only. Based on the areas covered in the RFP that should be included in your proposal, it is up to each individual agency to interpret what specifically should be included in those areas.

42. In looking forward into 2024 and beyond, what do you see your greatest opportunity or focus will be in promo�ng the Department of Citrus?

To con�nue to explore crea�ve avenues to promote the health benefits and taste of Florida Orange Juice and Florida citrus, iden�fy new audiences, and proac�vely reach those audiences.

These goals are developed through a proac�ve approach by both the FDOC and our Agency of Record.

43. Can you provide historical marke�ng plans for the past three years? Which previous campaigns have been successful/unsuccessful? How have you defined their success?

44. What campaigns (both in and outside of your industry) do you admire? Why?

As an execu�ve agency of the state of Florida, this is not a ques�on we are able to answer.

45. Please describe any crea�ve work or a strategic move you have seen from another brand (in your category) that impressed you with the thinking. It may not apply to your work, but it s�ll made an impact on how you approach marke�ng.

As an execu�ve agency of the state of Florida, this is not a ques�on we are able to answer.

46. How do you report on your current marke�ng tac�cs success?

We track atributed sales as well as a number of KPIs, depending on the program. Oversight of the FDOC is handled by an eleven-member Florida Citrus Commission appointed by the Governor of the state of Florida. The Commissioners are sent a weekly dashboard with updates

(which you can view at FDOC Dashboard | Florida Citrus Growers) and our results are presented directly to the Commission in regularly-scheduled public mee�ngs.

47. Will we have access to your website analy�cs?

Yes.

48. Do you use social media influencers? Can you give context as to how that tac�c was recommended? If so, do you have any previous rela�onships you would like to leverage based on brand affinity or other relevant criteria? Have you viewed the execu�ons as successful?

How did you determine success?

We use social media influencers for various purposes. I am not clear as to what context you are looking for on how that began. We are always open to u�lizing exis�ng partnerships in future campaigns as well as looking to new partnerships moving forward, and the awarded agency will be instrumental in iden�fying those opportuni�es. We view the majority of the campaigns as successful in raising awareness for Florida citrus products, be it for health & wellness benefits, taste, and any other messaging points we may be working to relay during that campaign.

49. How many crea�ve execu�ons do you have in the market right now? Which do you deem the most successful? How are you defining that success?

Their success is defined differently based on the program, outlet and targets. A number of KPIs help to determine the success of each program.

50. Do you have any data or media partnerships?

Nielsen.

51. Can you please share your current marke�ng plan and media breakout by channel/spend? If not in the marke�ng plan, please also share details around your target audiences.

We are unable to share this informa�on.

52. Can you please share visuals of/links to your current consumer campaign?

53. Can you please share your current brand manual?

We are unable to share this informa�on at this �me.

54. Please provide a sample report for your marke�ng ac�vi�es. What measures of success are most important to your organiza�on?

You can view at FDOC Dashboard | Florida Citrus Growers. We are unable to share any other reports. Atributed sales and the data that leads to them, along with a number of KPIs such as CPM, VCR, CPC, CTR, Impressions, and how those compare to benchmarks in place.

55. What influencers/spokespersons has Florida Department of Citrus successfully used in the past?

We have used many, but two recent Instagram influencer partners have been @allisonbickerstaff and @thiswortheylife.

https://www.floridacitrus.org/grower/florida-department-of-citrus/fdoc-dashboard/ https://www.floridacitrus.org/grower/florida-department-of-citrus/fdoc-dashboard/

56. What retail ac�va�ons does Florida Department of Citrus typically do both in store and online?

Currently, we do not have in-store promo�ons. We currently work with Walmart and Instacart in the eCommerce space.

57. Please define “eCommerce ac�va�ons” as it relates to this scope of work.

Crea�ng campaigns on eCommerce channels that assist in driving consumers to purchase Florida Orange Juice. This is an example of the landing page through Walmart: Florida Department of Citrus (walmart.com)

58. Please list the technology stack of htps://www.floridacitrus.org as the selected vendor would need to manage this website.

Currently, the FDOC has a new vendor for its website that is separate from our Agency of Record.

It is likely this route will con�nue and the AOR will be working with FDOC and the web vendor on site management. The majority of what is added to the site content-wise is in recipes. Wordpress is u�lized to manage and update the site.

59. Please clarify eCommerce expecta�ons for the www.floridacitrus.org website.

At this �me, there are no plans to convert the website into an eCommerce portal.

60. Please iden�fy a list of current agencies that are suppor�ng Florida Department of Citrus with marke�ng efforts.

Edible, Inc. is the current Agency of Record for the FDOC domes�cally.

61. Which consumer trends do you feel are your biggest threat and biggest opportunity?

The biggest threat is poten�al misinforma�on regarding what is and is not in 100% orange juice.

The greatest opportunity is the wealth of scien�fic research demonstra�ng the nutri�onal benefits of 100% orange juice.

62. Are you facing a brand percep�on issue? If so, what is it?

We are not currently facing a brand percep�on issue. We do work on consumer awareness ini�a�ves on health benefits in 100% orange juice and, at �mes, encounter nega�ve percep�ons regarding fruit juices as part of a healthy diet

63. There is a request for strategy and execu�on, which is the highest score on the RFP scorecard.

Are you willing to provide exis�ng strategy documents or project plans for respondents to provide responses that are tailored to FDOC’s business?

64. What are the current top four challenges you face that you want this work to solve?

We are always looking to strengthen our messaging and find new and unique avenues to present it to consumers in order to con�nue to drive awareness, demand and sales of Florida Orange Juice and Florida citrus.

https://www.walmart.com/browse/florida-department-of-citrus/0/0?_refineresult=true&_be_shelf_id=8472520&search_sort=100&facet=shelf_id%3A8472520 https://www.walmart.com/browse/florida-department-of-citrus/0/0?_refineresult=true&_be_shelf_id=8472520&search_sort=100&facet=shelf_id%3A8472520 https://www.floridacitrus.org/ http://www.floridacitrus.org/

65. What do you view as your biggest strength areas when it comes to consumer marke�ng?

Our current eCommerce programs and the ability to drive consumers to purchase Florida Orange Juice.

66. Is there a possibility for a discovery call with the main point of contact overseeing the strategy/execu�on of this work?

We are unable to host a discovery call. Agencies are not expected to in�mately know the industry during the RFP process.

67. Are you looking for how we approach client work or an exact explana�on of how we will handle FDOC’s consumer marke�ng programs?

We would like to see both.

68. In the strategic response sec�on of the proposal, are you asking for crea�ve evalua�on or ideas?

We are asking for the strategy of how you may work with the FDOC moving forward. It is up to individual respondents as to how much focus may be on past or current programs, poten�al future programs, and how much detail is covered.

69. What is your current media plan and have you found it to be effec�ve? What is your current media spend, can you provide a breakdown of channel/country?

We currently have an RFP process for issues management and media rela�ons, where this ques�on may be more relevant. Both RFPs are for domes�c only.

70. There is a $5m delta in the budget numbers; can you help us more closely narrow down what you have been spending in the past (it will help us build a more exact budget)?

The budget has fluctuated and is dependent on the marke�ng dollars allocated to the FDOC through the state of Florida’s budget. The budget range given was to reflect a poten�al floor and a poten�al ceiling. Our marke�ng budget in 2022-23 fiscal year, also covering issues management and media rela�ons, was approximately 17.7 million. Our current marke�ng budget, also covering issues management and media rela�ons, is approximately $9.8 million.

There is no set date on this as it must be voted on and passed each fiscal year.

71. How many accounts are currently in opera�on?

Domes�cally, we currently have three ac�ve Instagram accounts, three ac�ve Facebook accounts, three ac�ve Pinterest accounts, four Twiter accounts that we con�nue to monitor and one YouTube channel.

72. What is the current brand global management strategy?

This RFP is for domes�c only.

73. How do you currently handle localiza�on?

This RFP is for domes�c marke�ng only. While minimal localiza�on statewide/regionally in the U.S. may exist in some assets, the current budget does not allow for widescale flexibility in this area.

74. What is the reason for this RFP?

The FDOC is a state agency which is required to conduct an RFP process for services exceeding $35,000 annually.

75. For the cost proposal, is it sufficient for the agency to provide hourly billing rates by �tle/func�on and an explana�on of our approach to compensa�on?

While we cannot give specific direc�on as to your proposals, this would be considered sufficient.

The proposal does not need to include a budgeted and detailed program plan.

76. Is there a preference for local Florida agencies?

The agency must have headquarters in the con�nental United States. There will be no preference given for loca�on beyond that.

77. Does working with other Florida companies help if you’re not in the market?

The agency must have headquarters in the con�nental United States. There will be no preference given for loca�on beyond that.

78. If selected as a finalist for both RFPs, how will the presenta�ons be scheduled – will there be mul�ple mee�ngs or one presenta�on to share both RFPs?

At this �me, we plan to host presenta�ons for one RFP on one day, and for the second RFP on a separate day within the �me range listed on the schedule in the RFP. This plan is subject to change.

79. What is the format for the presenta�ons on February 26-March 4? How long should the team be prepared to present – 60 mins, 90 mins?

Agencies that are selected for presenta�ons will be no�fied of all relevant details at the �me they are no�fied of their advancement.

80. Are team bios acceptable in place of resumes?

Yes.

81. For the strategic and tac�cal sec�on, are you looking for our general approach, or detailed, tac�cal execu�ons of the plan?

This is up to the agency to determine.

82. For upcoming marke�ng ac�vi�es, which of the following should be our focus for messaging:

nutri�on/wellness or lifestyle? Or a blend of both?

While we cannot give specific instruc�on to your proposal, our marke�ng focuses on a blend of both, and the prevalence of one or the other is determined by seasonality, events and trends, which the awarded agency will be crucial in assis�ng to iden�fy.

83. On a scale of 1-100, what percentage of the programs should focus on sales vs. awareness ac�vi�es?

Sales and Awareness ac�vi�es should work hand-in-hand. The awarded agency will be cri�cal in helping to iden�fy the best strategies for that and also where the focus should lie.

84. For retail ac�va�on, are you looking for in-store specific shopper ac�va�ons like sampling, or more online eCommerce related ac�vi�es?

At this �me we are only conduc�ng eCommerce related ac�vi�es domes�cally.

85. What type of program measurement are you seeking? Campaign reports to track sales progress, or measurement related to consumer sen�ment?

Both kinds of repor�ng are important to help shape future marke�ng programs and strategies.

The FDOC’s Economic and Marke�ng Research Department does consumer surveys and tracking on sen�ment measures, and will share that data with the awarded agency.

86. Are there any marke�ng ac�vi�es (e.g. influencers, paid/digital media) where you would like to place greater emphasis than you have in the past?

We plan to con�nue to strengthen all of our marke�ng efforts and programs as trends and tac�cs con�nue to evolve.

87. The RFP states one case study is required, and part of the scoring will be based on that study – are you open to receiving more than one?

Yes, you may submit more than one case study, though the requirement is one.

88. Can you provide high level guardrails on budget alloca�on expecta�ons across program areas?

Percent budget to paid and retail ac�vi�es vs. other ac�vi�es, for example.

As program areas can have crossover and mul�-func�onal purposes at various �mes, specific percentages are tougher to calculate. Currently, approximately 70% of our marke�ng budget is related to eCommerce ac�vi�es and ac�va�ons.

89. Can you please share the most recent two or three reports that summarize the results and key implica�ons from the tracker FDOC does in conjunc�on with UF’s Florida Agricultural Market Research Center?

90. Are we helping you sell orange juice, oranges, or both? Can you provide a rough % alloca�on of resources that should go towards juice vs. oranges/citrus? Is it 95/5 or 75/25 or something else? Your marke�ng program suggests a juice focus, but the RFP frames the objec�ve more broadly as maximizing consumer demand for Florida citrus products to ensure the sustainability and economic well-being of the Florida citrus grower, the citrus industry, and the State of Florida.

As a state agency, it is our job to maximize demand for all of the Florida citrus products in Chaptor 601, F.S. There will be programs at �mes that promote Florida grapefruit season as well as Florida Citrus Gi�s, but the majority of work will be on Florida Orange Juice.

91. Who is your current consumer target? Can you provide a persona (or mul�ple personas) you target with your adver�sing? Is there a difference between an orange juice target and an orange fruit target? Who is the consumer (or the household) where you see the biggest opportunity for incremental consump�on? Who is the core user (daily or mul�ple �mes per day) of orange juice? Who is the core user (daily or mul�ple �mes per day) of orange fruit?

Our key demographic is primary household shoppers who are lapsed or light buyers, but it is our goal to target all consumers who can benefit from the health and wellness aspects of Florida citrus products, including Florida Orange Juice, as well as enjoy the taste and nostalgic aspects of

it. Please visit htps://www.floridacitrus.org/grower/ for other publicly available informa�on.

92. What are your behavioral goals for each of these targets in terms of HH penetra�on, purchase frequency and buying rate, percep�ons of the orange fruit and orange juice?

93. Do you have any demographic or lifestyle informa�on on the heavy, medium and light juice drinkers that are men�oned in the Nielsen HH panel data?

94. Is The Original Wellness Drink campaign working well? Strengths, weaknesses, gaps/missed opportuni�es?

The Original Wellness Drink campaign has been a strong and successful campaign for the FDOC.

95. We did not get access to the Vendor Informa�on Portal. How do we gain access to this?

The Vendor Informa�on Portal may be accessed at the following website:

htps://vendor.myfloridamarketplace.com/

96. When is the an�cipated start date of the selected partner? How much �me is expected for agency onboarding?

The official start date for the awarded agency will be July 1, 2024. Agency onboarding will be scheduled once the contract is awarded.

97. How is your client team organized and how many different (typical/daily) points of contact will there be?

The FDOC’s Global Marke�ng Department has five full-�me staff members. There will be one main point of contact that is the contract manager. However, the nature of this work will require collabora�on and interac�on with other members of the FDOC and Global Marke�ng Team as well as the Florida citrus industry and other agency partners.

98. Can you clarify if you are looking to execute a year-round, na�onal plan, or if you are looking for seasonal and/or geo-specific execu�ons? Or is it determined by your agency partner(s) recommenda�ons?

This plan will be year-round in the United States.

https://vendor.myfloridamarketplace.com/

99. Measurement is a primary interest judging by how it’s weighted in the decision criteria. What do we need to know about what you measure, how you measure, gaps/challenges in measurement and future measurement goals in order to provide a more relevant response?

The awarded agency will be crucial in assis�ng to iden�fy the areas to judge measurement moving forward. We are unable to give specific direc�on on how to present this within your individual proposals.

100. You’ve asked us to share our Strategic and Tac�cal Approach, but we could use some clarifica�on. Are you looking to understand our agency process for moving from strategy to execu�on? Or are you asking for a specific recommenda�on for FDOC of how to go to market based on what we know of you? Or is there something else that you’re looking for here? This will affect how we provide the cost of services.

This sec�on of the proposal accounts for 25% of the evalua�on criteria. Considerable detail should be given to provide the evalua�on commitee a sense of how you will approach our business. No addi�onal informa�on is available, agencies should provide their strategic and tac�cal approach based on the informa�on provided within the RFP.

101. The $3-8M per year includes fees and out-of-pocket expenses – does this include working media dollars?

Yes.

102. In the RFP, you note that we’ll work with other contracted agencies. What agencies or disciplines are you already contracted with and which, if any, will you handle in-house?

The FDOC’s Global Marke�ng Team has an Interna�onal Marke�ng Manager that also works with our interna�onal agencies. Our other agencies are as follows:

• Porter Novelli: Retail and Consumer Marke�ng, Media Rela�ons and Issues Management – Orange Juice and Grapefruit (Canada)

• Lowe Strateus: Retail and Consumer Marke�ng – Grapefruit (France)

• Midsummer Marke�ng: Retail – Grapefruit (Pan Europe)

• Sohn’s Market Makers: Retail and Consumer Marke�ng – Grapefruit, Grapefruit Juice and

Orange Juice (South Korea)

• Yamano & Associates: Retail and Consumer Marke�ng – Grapefruit (Japan)

103. Are there requirements on how the budget breaks down by country and product line (oranges, grapefruit, orange juice, and tangerines & mandarins)?

This RFP is for domes�c only. Interna�onal funding and budgets are provided through other funding sources that do not impact the domes�c budget.

104. Please describe your current data warehousing, processing, and infrastructure setup.

Please include all data sources.

This is not relevant to the RFP.

105. Please list your performance KPI’s and the cadence for which you track and op�mize for on a regular basis. Please include any applicable data defini�ons.

ROAS, CPM, VCR, CPC, CTR, Impressions, and how those compare to benchmarks in place are all current examples KPIs that are tracked. The awarded agency will assist the FDOC in defining the strongest KPIs to track and u�lize moving forward.

106. Please list the current repor�ng and analy�c tools you u�lize.

The awarded agency will play an important role in deciding the repor�ng and analy�c tools that will be u�lized. The FDOC does have a Nielsen contract and coordinates consumer surveys to track other data points.

107. Please describe your current atribu�on methodology. What is your current atribu�on window? How has that changed over �me?

The awarded agency will be crucial in helping to determine this.

108. Please provide learnings from any predic�ve modeling you have previously conducted.

Please visit htps://www.floridacitrus.org/grower/ for publicly available informa�on.

109. Knowing where you are in your analy�cs maturity process, please describe any challenges in your current data and measurement approach. What are your measurement goals over the next 1-3 years?

We are pleased with our current data and measurement approach. As is the case with all analy�cs, new metrics and data points become available over �me, and we will rely on the awarded agency to assist in iden�fying those.

110. Please provide current sample repor�ng/dashboards.

Please visit htps://www.floridacitrus.org/grower/ for publicly available informa�on.

111. Does FDOC maintain its partnerships with retailers such as Walmart, Instacart, and Amazon or is the agency taking the primary role in managing this aspect of the business (i.e.

eCommerce)?

The agency takes the primary role in these rela�onships. The FDOC shall hold final approval on the aspects of those partnerships and ac�va�ons within – with recommenda�ons to be provided by the agency.

112. Aside from www.floridacitrus.org, does the Department operate any other websites?

If so, what are they and what is their purpose?

The FDOC holds a number of different domains that are incorporated into the main site, FloridaCitrus.org. While separate domains may be u�lized depending on the program (such as Florida Citrus Gi�s) All informa�on and all redirec�ons are to an area of FloridaCitrus.org.

113. What is your website’s traffic and those of the top 10 pages for the past 12 months?

We are unable to share this informa�on. The website will not be the key focus of this marke�ng RFP.

http://www.floridacitrus.org/

114. This RFP is writen with a lens for a certain type of agency in mind. Are you looking for a crea�ve agency that did work like the “Got Milk”, the California Avocado or the Pistachio campaign with the elephants?

We are unable to provide specific direc�on as it relates to your proposals.

115. Are you prepared to take crea�ve risks?

We are open to taking calculated crea�ve risks, but it is important to note that we are a government agency that regulates a vital agricultural industry in the state of Florida.

116. Research has shown Florida citrus produc�on is down by nearly 50%. Are you looking for an agency to help solve that problem? Hopefully not because adver�sing can’t solve that problem. That said, what real business or market problem are you trying to solve?

The awarded agency will not be tasked with solving citrus produc�on challenges. The FDOC is a state agency which is required to conduct an RFP process for services exceeding $35,000 annually.

117. Can you share your brand goals (as it’s unclear in the RFP and through a cursory online search)?

To maximize consumer demand for Florida citrus products and raise awareness for Florida Orange Juice domes�cally.

118. Do you have any valid research such as audience/consumer insights, behavior studies, buying a�tude studies?

Please visit htps://www.floridacitrus.org/grower/ for publicly available informa�on.

119. How do you measure campaign success?

Success will be based on the stabiliza�on and/or increase in OJ sales as reported by Nielsen.

120. Do you have target KPIs to share?

CPM, VCR, CPC, CTR, Impressions, and how those compare to benchmarks in place are all current examples KPIs that are tracked. The awarded agency will assist the FDOC in defining the strongest KPIs to track and u�lize moving forward.

121. What are your expecta�ons with a budget of only $3-$8 million for budget breakouts by marke�ng tac�c discipline? Can you share how budgets have been broken down in years past for consumer engagement, paid/digital media, social media/community management, content/asset development and brand management, influencer and spokesperson engagement, retail ac�va�on (online/in-store), website development/management, measurement, eCommerce ac�va�ons, performance marke�ng, graphic design, and PR services?

The budget has fluctuated and is dependent on the marke�ng dollars allocated to the FDOC through the state of Florida’s budget. It has been under $5 million and it has been over $20 million. The awarded agency should have the ability to scale its programs and strategies based on the alloted marke�ng budget for each fiscal year as voted upon by Florida elected officials. The awarded agency will play a role in recommending the best way to split the budget up by focus area.

122. Historically, what percentage of your budget has been domes�c vs. interna�onal?

This RFP is for domes�c only. Interna�onal marke�ng will not be a main focal point of this partnership as those programs are funded through different sources.

123. The reality is that $3 million is certainly not enough to saturate the market domes�cally and interna�onally on the benefits of Florida Citrus – do you believe the budget will be closer to $8 million? When will your budgets be determined?

The budget has fluctuated and is dependent on the marke�ng dollars allocated to the FDOC through the state of Florida’s budget. The budget range given was to reflect a poten�al floor and a poten�al ceiling. The current budget is over $8 million. There is no set �meline on this as it must be voted on and passed each fiscal year.

124. The current website and social channels do not seem to be consumer-centric, or consumer-focused. Does the budget and scope intend for a new consumer facing website to be developed to fully complement the campaign? If not, are you opposed to a new website being built within budget?

We are unable to give specific instruc�ons on your individual proposals.

125. Both RFPs state in Sec�on 5. Submital Informa�on that Five (5) copies of your proposal MUST be submited with one of those copies suitable for automated copying or electronic media. Can you please clearly define what cons�tutes a copy being suitable for automated copying or electronic media? Please provide any requirements or specifica�ons needed to meet this criteria.

At least one copy of each proposal should have the ability to be easily fed into an automa�c document feeder on a copier. A copy of the proposal saved to a USB flash drive will also serve this purpose, however four hard copies are s�ll required.

126. Please provide addi�onal audience segmenta�on profiles and/or research to help inform our approach.

You may view economic webinars at htps://www.floridacitrus.org/grower/past-events

127. Please provide a list of who you view as your top compe�tors.

The main spaces we operate in for Florida Orange Juice marke�ng are beverage categories and health & wellness.

128. Please provide addi�onal informa�on and guidance around any topics that are off-limits for FDOC.

It is not clear what the topics are that you’re asking about.

129. Regarding the requirement to provide “Possible Client Conflicts (and resolu�on), the list of poten�al conflicts is fairly broad across beverage and health categories. Please specify what is required to resolve any poten�al conflicts as part of our submission.

For perceived conflicts, the agency partner would need to ensure appropriate firewalls are in place.

If there are ques�ons regarding poten�al specific conflicts, you may submit them to the FDOC for clarity.

130. Are there any priority consumer groups or cohorts. E.g. Gen Z, mul�cultural consumers, that should be emphasized more for targe�ng or should we consider the target General Market? Are there specific regions, grocers, distributors that you want to focus on?

We are unable to give specific instruc�ons on your individual proposals.

131. How commited is FDOC to leading with Health and Wellness as their primary Reason to Believe?

Health and wellness aspects of Florida Orange Juice and Florida citrus products are a key component to our marke�ng strategies and driving consumer interest and demand.

132. Specifically around content/asset development, is the expecta�on to develop a new campaign/messaging or work with an exis�ng crea�ve campaign?

While we are unable to give specific instruc�ons on your individual proposals, each agency holds different crea�ve concepts, ideas and strategies.

133. For website development and management, would you be willing to share more detail on needs, challenges, expecta�ons?

The FDOC currently has a web vendor working on the development side. The awarded agency would be expected to manage the web vendor, whether it be in-house or through a vendor.

134. Can you tell us more about the current/desired approach to eCommerce ac�va�ons?

Our current eCommerce ac�va�ons are with Walmart and Instacart and we have in the past had programs through Target and Kroger among others. We have worked with Hulu, Reach TV, and airport WiFi. The Agency will be expected to procure those rela�onships and partnerships with a checks & balances and approval process by the FDOC. The awarded agency will play an important role in helping us to assess the ac�va�ons that will be strongest for Florida Orange Juice moving forward.

135. In your opinion, what is currently working and what is not working for you?

All of our programs are currently mee�ng expecta�ons. We con�nually assess and evaluate the programs along with data, insights and trends to shape future ac�va�ons and programs.

136. Will the planning and execu�on include a global focus? Or domes�c only?

This RFP is solely for domes�c purposes.

137. Are there states, DMAs, regions of focus for the eCommerce part of the business? Are you interested in building awareness/growth for a par�cular area of the country?

You may view economic webinars at htps://www.floridacitrus.org/grower/past-events to see regions where consumers may be more ac�ve in purchasing Florida Orange Juice. We are constantly evalua�ng geotarge�ng and marke�ng our products to consumers in different regions of the U.S. We want to con�nue to grow in all regions.

138. What are the current gaps in media account management, strategy and tac�cal execu�ons?

We have not iden�fied gaps, but we always assess and evaluate programs and strategies to strengthen them.

139. Sec�on 2.1.3d “Staffing Plan” asks for the agency to outline their “capacity”. Please define what FDOC means by “capacity” in this context.

The maximum amount of workload the agency and/or staff member will be able to take on.