RFP 24-01_Questions and Answers.pdf

Florida Department of Citrus RFP 24-01 – Canada Retail Marke�ng and Public Rela�ons

Ques�ons and Answers

1. Q: Given the available budget, is FDOC open to a more concentrated approach rather than spreading across all suggested tac�cs?

A: All tac�cs listed in the RFP are areas that the program could include, but the selected vendor will coordinate with FDOC to determine program focus.

2. Q: If yes, which areas are considered most cri�cal: retail marke�ng, PR, trade ac�va�ons, or digital? i.e. Digital, In store+ OOH around supermarkets.

A: Previous programs have focused on in store and digital retail marke�ng and PR programs targe�ng consumers and relevant health professionals. FDOC expects the selected agency to provide strategic recommenda�ons on the appropriate importance placed on each area.

3. Q: How long is each budget allocated for? Should seasonality be considered in its distribu�on, or should it be spread evenly throughout the year?

A: The budget is allocated for the fiscal year (July 1 – June 30). Some programs require more seasonal budget alloca�ons, but FDOC expects programs to run year-round.

4. Q: If the answer is throughout the year, given the budget constraint, can we propose an effec�ve and focused media plan that is less dispersed?

A: Budget alloca�ons for the proposal are at the discre�on of the proposing agency.

5. Q: Are agency fees for strategy, crea�ve, media planning, and execu�on expected to be included within the total budget?

A: Yes.

6. Q: If so, would FDOC consider a separate fee structure for crea�ve development vs. execu�on to avoid dilu�ng media impact?

A: More detailed budget breakdowns will be discussed a�er the contract has been awarded at the �me of planning with the selected agency.

7. Q: Can we shi� budget alloca�ons between channels based on performance (e.g., realloca�ng from trade shows to digital media if ROI is higher)?

A: Yes; however, all budget shi�s must be approved by FDOC prior to implementa�on.

8. Q: Is there an absolute requirement for a certain percentage of the budget to be spent on in-store ac�va�ons, tradi�onal media, or PR?

A: More detailed budget breakdowns will be discussed a�er the contract has been awarded at the �me of planning with the selected agency.

9. Q: What are the key performance metrics (KPIs) FDOC expects to measure success?

A: KPI’s are established at the start of the fiscal year per program. Previous overall program success has been measured based on objec�ves including but not limited to increasing consumer awareness of Florida as an origin, increasing consumers’ willingness to pay for Florida product, increase in consumers who report drinking OJ daily.

10. Q: Will FDOC provide historical benchmarks to compare campaign effec�veness?

A: Please visit htps://www.floridacitrus.org/grower/ for publicly available data. Details on previous programs, goals, and results will be shared with the selected agency.

11. Q: Does FDOC have pre-exis�ng retailer/trade partnerships we should priori�ze, or will we need to establish new ones?

A: FDOC expects the selected agency to provide strategic recommenda�ons on retail partnerships that support the maintenance of our exis�ng rela�onships in addi�on to establishing new.

12. Q: How much involvement does FDOC expect in retailer nego�a�ons for ac�va�ons?

A: FDOC’s involvement in retailer nego�a�ons will be determined following the awarding of the contract. The selected agency should be willing/able to support all levels of involvement.

13. Q: What are the primary target demographics and psychographics FDOC aims to reach in each region?

A: The primary demographic for FDOC programs con�nues to be primary shoppers of the household, ages 25-45, but any shi�s in target audience will be evaluated and discussed between FDOC and the selected agency a�er the contract has been awarded.

14. Q: Does FDOC have any consumer insights, purchasing behavior data, or past campaign learnings that can help guide targe�ng?

A: Consumer surveys are conducted annually as part of our measurement for federal funding.

Survey results will be shared with the selected agency. Please visit htps://www.floridacitrus.org/grower/ for publicly available data.

15. Q: Does FDOC have past consumer segmenta�on studies that show which audience segments respond best to marke�ng efforts?

A: Consumer surveys are conducted annually as part of our measurement for federal funding.

Survey results will be shared with the selected agency. Please visit htps://www.floridacitrus.org/grower/ for publicly available data.

16. Q: Are there any specific sub-segments (e.g., health-conscious, eco-conscious, families, premium buyers) that should be priori�zed?

A: See response for ques�on 13 for current primary target demographics. The selected agency will be expected to assist in the iden�fica�on of future targets and sub-segments.

17. Q: Should we differen�ate messaging for fresh citrus (oranges, grapefruit) vs. juice consumers?

https://www.floridacitrus.org/grower/

A: Yes. While there will be similari�es, each Florida Citrus product should have messaging tailored to their unique characteris�cs. Florida Orange Juice messaging has historically focused on the nutri�onal benefits and is backed by decades of scien�fic research. Fresh Florida Grapefruit focuses on the Florida difference (sweetest and juiciest in the world) and nutri�on.

Fresh Florida Oranges focuses on Florida producing the juiciest oranges in the world which make for great juice oranges.

18. Q: Can we priori�ze key markets like Ontario & Quebec rather than a na�onwide approach?

A: While FDOC is open to reviewing a na�onwide approach, current programs priori�ze key markets like Ontario and Quebec.

19. Q: Does FDOC expect fully bilingual content (English & French) for all marke�ng, or is segmenta�on acceptable?

A: All programs/materials must meet Canadian requirements regarding French transla�ons.

20. Q: Would FDOC support shi�ing more of the budget into retail-driven incen�ves rather than broad consumer PR?

A: The priority in the Canadian market is to increase consumer awareness/demand for Florida Citrus products. FDOC expects the selected agency to provide strategic recommenda�ons for program plans that will be developed in coordina�on with FDOC staff a�er the contract has been awarded.

21. Q: Who will be on the RFP evalua�on commitee at FDOC?

A: The final evalua�on commitee has not been selected at this �me but will consist of several FDOC staff members and one commissioner.

22. Q: Please share any specific forma�ng requirements or preferences for the RFP submission (page limit, font face and/or size, etc.).

A: There are no specific forma�ng requirements or preferences.

23. Q: Which consumer trends do you feel are your biggest threat and biggest opportunity?

A: Biggest Threat: Consumer concerns about price and Florida Citrus not being top of mind.

Biggest Opportunity: Recent demand for wellness/health suppor�ng food/beverages.

24. Q: What are your greatest reputa�on management challenges at the moment?

A: Some of the greatest reputa�on management challenges for FDOC at the moment in Canada are misconcep�ons at the consumer level around the sugar content of Florida Orange Juice with many consumers not understanding the difference between natural and added sugar. This will con�nue to be a challenge that we address through our programming as the front of package labeling comes into effect in the coming year.

25. Q: Are there successful tac�cs FDOC employs in other markets that you would like to see implemented in Canada?

performance of other market programs will be shared with the selected agency.

26. Q: Amidst the tariffs discussions between Canada and the US, how may Canada’s pending tariffs on Florida citrus and related products affect your program priori�es and / or how you evaluate the RFP responses? Does the weigh�ng in the RFP remain the same?

A: The weigh�ng remains the same.

27. Q: Given the dynamic environment, in the context of pending tariffs, what are your new expecta�ons of your agency partner? What will your agency partner have to offer to meet these new expecta�ons?

A: We expect our partner to be agile and able to adjust programs for all poten�al market impacts.

28. Q: How is FDOC planning to demonstrate the ROI of the PR and retail marke�ng programs to its members? What new metrics are you considering in this current geopoli�cal climate and with shi�ing consumer sen�ments?

A: FDOC will work closely with the selected agency to determine the best performance metrics for the programs given the external factors.

29. Q: To what extent do you expect the program budgets may change in response to how the tariffs may change Canadians’ citrus consump�on?

A: We expect a stable budget with poten�al tac�cal shi�s.

30. Q: Is your target demographic in Canada s�ll Millennial Moms (and now Gen Z moms) or has it changed? Is there an age range/psychographic we should be cognizant of?

A: The primary demographic for FDOC programs con�nues to be primary shoppers of the household, ages 25-45, but any shi�s in target audience will be evaluated and discussed between FDOC and the selected agency a�er the contract has been awarded.

31. Q: What is the biggest business challenge you are trying to solve with PR?

A: Florida Citrus products aren’t top of mind with consumers and correct the misconcep�ons around the sugar content of Florida Citrus, specifically Florida Orange Juice.

32. Q: What do you define as success? And how does that translate into specific objec�ves and KPIs for the programs to be developed?

A: Performance measures and objec�ves are established on an annual basis and will be set with the selected agency in coordina�on with FDOC staff a�er the contract has been awarded.

33. Q: How do you define your compe��on? Do you have any compe��ve insights or data to share?

A: FDOC views compe��on as the other origins of citrus product available in market during the Florida Citrus season (Isreal, Turkey, Spain, etc.). Historical informa�on on exports can be made available to the selected agency a�er the contract has been awarded.

34. Q: Are there any partnerships (exis�ng or planned) such as with health communi�es, key opinion formers, registered die�cians or celebri�es that we should keep in mind?

A: FDOC partnerships are established on a yearly basis and FDOC expects the selected agency to provide strategic recommenda�ons for new partnerships while maintaining any exis�ng rela�onships.

35. Q: Do you have updated or expanded health claims that we should be aware of?

A: Current informa�on on health claims for Florida Citrus can be found here:

• htps://www.floridacitrus.org/oj/health-nutri�on/

• htps://www.floridacitrus.org/grapefruit/health-benefits/

• htps://www.floridacitrus.org/oranges/health-benefits/

36. Q: Are there any marke�ng/communica�on campaigns and tac�cs from recent years that resonated or that you thought were successful that you want to share as a benchmark?

previous programs, goals, and results will be shared with the selected agency.

37. Q: What is your response strategy around the newly imposed tariffs that will impact food items such as citrus fruits and products from Florida?

A: We have experienced trade vola�lity situa�ons historically. We are monitoring con�nuing trade discussions.

38. Q: What level of importance will you place on Public Affairs experience in your agency selec�on?

A: Refer to Sec�on 4 of the RFP.

39. Q: Can you share how many agencies you are considering as part of this RFP?

A: The RFP is open to all vendors who fit the criteria outlined in the RFP and submit a proposal.

40. Q: Sec�on 13 or Reply Requirement requests costs in CAD but the chart sample and all other reference to budget are in USD. Can you confirm which currency to use for pricing?

A: Pricing outlined in vendor proposals should be in USD.

https://www.floridacitrus.org/oj/health-nutrition/ https://www.floridacitrus.org/grapefruit/health-benefits/ https://www.floridacitrus.org/oranges/health-benefits/