RFP 24-02_Questions and Answers.pdf
PDF 162 KB Posted
- Solicitation number
- RFP-11537
- Issued by
- Polk County, Florida
About this file
This is a Questions and Answers document for RFP 24-02 issued by the Florida Department of Citrus (FDOC) for Europe Public Relations, Retail, and Trade Marketing services. The RFP seeks an agency with capability to operate throughout Europe to provide public relations, retail, and trade marketing programs supporting Florida citrus products, including fresh grapefruit, fresh oranges, and juices. The program will run on a fiscal year basis (July 1 - June 30) with year-round programming expected, though seasonal budget allocations are permitted. The primary target demographic is household primary shoppers aged 25-45.
The selected agency must include all fees for strategy, creative, media planning, and execution within the total budget. Budget allocations can be shifted between channels based on performance with prior FDOC approval. Key performance indicators include increasing consumer awareness of Florida as an origin, increasing willingness to pay for Florida products, and increasing daily orange juice consumption. The messaging strategy differs between products - orange juice focuses on nutritional benefits backed by scientific research, fresh grapefruit emphasizes Florida's "sweetest and juiciest" positioning, and fresh oranges highlight juice qualities. Historical data and consumer survey results will be shared with the selected agency, though some information is publicly available at floridacitrus.org/grower/.
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Other files
| File | Type | Posted |
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| PUR 2024_Use of Coercion Forced Labor.docx | DOCX document | |
| RFP 24-02_Timeline Update.pdf | ||
| PUR 7801 Vendor Certification Form.docx | DOCX document | |
| RFP 24-02 Europe Retail Marketing.pdf |
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Florida Department of Citrus RFP 24-02 – Europe Public Rela�ons, Retail, and Trade Marke�ng
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’s assigned contract manager 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 are 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 recommenda�ons on retail/trade partnerships as well as maintaining 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?
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 https://www.floridacitrus.org/grower/ https://www.floridacitrus.org/grower/ https://www.floridacitrus.org/grower/ 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: Are there specific European markets that FDOC has already iden�fied as higher priority?
A: See Sec�on 2.1.2 of the RFP.
19. Q: Is wholesale market promo�on (versus direct-to-consumer retail) expected to play a larger role?
A: FDOC expects the selected agency to provide strategic recommenda�ons on the level of programming needed for wholesale and direct-to-consumer retail.
20. Q: Does FDOC have required trade events we must par�cipate in?
A: No.
21. Q: Just wanted to confirm that RFP-11537 requires European-based companies and not Florida-based vendors?
A: All proposals must be from companies with capability to operate successfully throughout Europe.
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