RFP 24-03_Questions and Answers.pdf

Florida Department of Citrus RFP 24-03 – France Public Rela�ons, Retail, and Trade Marke�ng

Ques�ons and Answers

1. Q: As a French company do we need to log on to your site htps://vendor.myfloridamarketplace.com/ to con�nue with the RFP? Informa�ons requested to register is not compa�ble with French company legisla�on, so I cannot create an account.

A: Submit your proposal per instruc�ons in Sec�on 5 of the RFP. The awarded respondent (if any) will be required to register with MyFloridaMarketPlace, per Sec�on 2.2.3 of the RFP.

2. Q: In the budget, should we set aside 5% for exchange rate valua�on risks or other risks?

A: No. Specific exchange rate con�ngencies will be set at the start of the new fiscal year by FDOC with the selected agency.

3. Q: What is the exchange rate to be applied (1.03)?

A: Proposals should not apply an exchange rate as these are set at the start of the fiscal and subject to change.

4. Q: Does the budget include paid media?

A: Yes.

5. Q: The budget can go up to $800,000, but what is your target budget for this pitch? The one you consider reasonable.

A: Target budget should be determined by the proposing agency but must be within the range of 400k-800k established in Sec�on 2.1.2 of the RFP.

6. Q: Can you confirm which fruits are to be included in the plan to be presented to you? Is it grapefruit only? Pink and/or white? Grapefruit and orange?

A: Fruit included in the proposal is at the discre�on of the responding agency. Final plans will be discussed between FDOC and the selected agency a�er the contract has been awarded.

7. Q: If we’re talking about both fruits, what is the share of importance between the two fruits (in%)?

A: See response for ques�on 6.

8. Q: Which ‘brand’ should we communicate under if we work on both fruits?

A: Each varie�es promo�on will be promoted separately from the rest so programs should be run under the respec�ve brands: Florida Orange Juice, Florida Grapefruit, Florida Orange.

9. Q: What are the peak periods for oranges? Are they the same as for grapefruit?

A: The season for oranges runs parallel to grapefruit – November to April.

10. Q: If we have to work on both fruits, do you want two separate plans or one common plan?

Can we offer both fruits at the same event or create events dedicated to each fruit?

https://vendor.myfloridamarketplace.com/

A: Program plans should be prepared at the responding vendors’ discre�on. Detailed plans will be discussed between FDOC and the selected agency a�er the contract is awarded at the start of each fiscal year.

11. Q: In what format would you prefer to receive our recommenda�on? As a ppt or word document?

A: All submissions must be submited in accordance with Sec�on 5 of the RFP – format is at the respondent’s discre�on.

12. Q: How many agencies in France are in this pitch?

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

13. Q: Will the European selec�on of FDOC’s agency have a direct impact on the pitch and collabora�on? If so, which one?

A: No.

14. 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.

15. 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.

16. 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.

17. 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.

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

A: Yes.

19. 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.

20. 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.

21. 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.

22. 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.

23. 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.

24. 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.

25. 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.

26. 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.

27. 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.

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

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

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.

29. 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 26 for current primary target demographics. The selected agency will be expected to assist in the iden�fica�on of future targets and sub-segments.

30. 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 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.

31. Q: Are there key retailers in France that FDOC already partners with, or should we approach 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.

32. Q: Is there an opportunity to leverage e-commerce partnerships for citrus sales, or should efforts remain tradi�onal retail-focused?

A: FDOC expects the selected agency to provide strategic recommenda�ons on retail ac�va�ons, both e-commerce and tradi�onal retail have been included in the past.

33. Q: Given the budget, is FDOC open to priori�zing digital over tradi�onal media if it proves more cost-effec�ve?

A: FDOC expects the selected agency to provide strategic recommenda�ons on the priori�za�on of media type to best reach program goals.

34. Q: Can we allocate more budget to influencers and social-driven ac�va�ons vs. print or radio?

A: FDOC expects the selected agency to provide strategic recommenda�ons on budget alloca�ons between program ac�va�ons that best support program goals.