RFP S000000310 Advertising, Marketing, Media Buying, and Public Relations Services.pdf

STATE OF ARKANSAS

DEPARTMENT OF TRANSFORMATION AND SHARED SERVICES

OFFICE OF STATE PROCUREMENT

501 Woodlane St., Ste. 220

Little Rock, Arkansas 72201-1023

REQUEST FOR PROPOSAL

SOLICITATION DOCUMENT

SOLICITATION INFORMATION

Solicitation Number: S000000310 Solicitation Issued: February 16, 2024

Description: Advertising, Marketing, Media Buying, and Public Relations Services

Department: Arkansas Department of Parks, Heritage and Tourism

SUBMISSION DEADLINE AND DELIVERY OF RESPONSE DOCUMENTS

Proposal Opening Date: March 12, 2024 Proposal Opening Time: 2:00 PM, Central Time

Proposal submissions for this Request for Proposal must be submitted through ARBuy, the State’s eProcurement system. It can be accessed at arbuy.arkansas.gov. Proposals received after the submission deadline may be rejected as untimely.

LIVE PROPOSAL OPENING INFORMATION

Teams Meeting Link: Click here to join the meeting

Meeting ID: 269 066 922 305

Passcode: cEGstp

Call in (audio only): 501.244.3310 or find a local number

TSS OFFICE OF STATE PROCUREMENT CONTACT INFORMATION

TSS OSP Procurement Specialist:

Brandi Schroeder Procurement Specialist’s Direct Phone Number:

501-682-4169

Email Address: Brandi.schroeder@arkansas.gov TSS OSP’s Main Number: 501-324-9316

TSS OSP Website: transform.ar.gov/procurement/ https://arbuy.arkansas.gov/ https://teams.microsoft.com/l/meetup-join/19%3ameeting_YTBmZDJhOTItNmZmMS00Mzk0LWIzMGUtMGVhYmYxZjI4NzFk%40thread.v2/0?context=%7b%22Tid%22%3a%225ec1d8f0-cb62-4000-b327-8e63b0547048%22%2c%22Oid%22%3a%22157ccdc7-226d-477d-bde6-22070ef6fe4f%22%7d https://dialin.teams.microsoft.com/6b6513dc-a034-48d2-8d06-7e711c4ecc0b?id=719036839 https://www.transform.ar.gov/procurement/

Rev 12/2023

SECTION 1 – GENERAL INFORMATION AND INSTRUCTIONS

1.1 INTRODUCTION

This Request for Proposal (RFP) is issued by the TSS Office of State Procurement (TSS OSP) for the Arkansas Department of Parks, Heritage and Tourism (“ADPHT” or “Department”) to obtain proposals and a contract(s) from a qualified firm(s) that can successfully market and represent The Natural State through the Division of Arkansas Tourism, the Division Arkansas State Parks, and Keep Arkansas Beautiful.

Prospective Contractors are encouraged to visit the respective websites for each of the divisions and agencies to become familiar with current campaigns and branding.

Direct all questions, comments, or concerns regarding this Solicitation to TSS OSP, not the Department.

1.2 BACKGROUND AND OBJECTIVES

Arkansas, The Natural State, is home to some of the most beautiful natural resources in the world.

Arkansas’ scenic rivers, lakes, forests, mountains, caves, creeks, roadways, airstrips, and trails offer limitless opportunities for tourists to enjoy and travel when they visit.

Our goal over the next ten years is to double the state’s 2% tax collections. Those funds support the promotion of our state. Through the inception of the Tourism Development Trust Fund, our state has had the opportunity to market across the country and world to promote our state’s unique and special offerings. Those tactics and strategies have varied through the years and ADPHT expects that evolution to continue more rapidly. The Department of Parks, Heritage and Tourism (ADPHT) seeks to maximize the Department’s talent and expertise with that of an outside firm(s).

The Department reserves the right to award a contract to a single contractor for (1) or more of each of the following Categories, including the right to award to the same contractor for all four (4) Categories:

• Category 1: Lead creative content development, advertising and marketing, and social media

• Category 2: Public relations

• Category 3: Media planning and buying

• Category 4: Website development and hosting

Prospective Contractors may respond to a single Category or any combination of Categories, including all four (4) Categories for evaluation. Each Category will be evaluated and scored separately (see Section 3). Contract(s) will be awarded to the Prospective Contractor(s) determined to have submitted proposals that are the most advantageous to the State.

Through the resulting contract(s), the Department seeks to:

• Increase public awareness of The Natural State, Arkansas Tourism, Arkansas State Parks, and Keep Arkansas Beautiful brands and their respective missions;

• Enhance ADPHT’s brand identity and positioning;

• Develop and implement effective, integrated, multi-channel marketing strategies that reach target audiences, maximize Arkansas’ outdoor economy and increase year-round tourism; and

• Maximize ADPHT’s marketing budget to ensure the State is getting the full value out of every dollar spent.

1.3 TYPE OF CONTRACT

A. As a result of this RFP, TSS OSP intends to award a contract to at least one (1) Contractor but reserves the right to award to multiple Contractors as specified in RFP Section 1.2.

B. The anticipated starting date for any resulting contract is May 20, 2024, except that the actual contract start date may be adjusted unilaterally by the State for up to three (3) calendar months. By submitting a signed proposal in response to the RFP, the Prospective Contractor represents and warrants that it will honor its proposal as being held open as irrevocable for this period.

https://www.arkansas.com/ http://arkansasstateparks.com/ https://www.keeparkansasbeautiful.com/ https://www.keeparkansasbeautiful.com/

C. The initial term of a resulting contract will be for three (3) years. Upon mutual agreement by the Contractor and Department, the contract may be renewed by TSS OSP for up to four (4) additional one-year terms or portions thereof, not to exceed a total aggregate contract term of seven (7) consecutive years.

1.4 DEFINITION OF TERMS

A. Unless otherwise defined herein, all terms defined in Arkansas Procurement Law have the same meaning herein.

B. “Prospective Contractor” means a responsible offeror who submits a proposal in response to this Solicitation.

C. The terms “Request for Proposal,” “RFP,” and “Solicitation” are used synonymously in this document.

D. “Requirement” means a term, condition, provision, deliverable, Specification, or a combination thereof, that is obligated under the Solicitation, resulting contract, or both.

E. “Responsive Proposal” means a proposal submitted in response to this Solicitation that conforms in all material respects to this RFP.

F. “Shall” and “must” mean the imperative and are used to identify Requirements.

G. “Specification” means any technical or purchase description or other description of the physical or functional characteristics, or of the nature, of a commodity or service. “Specification” may include a description of any Requirement for inspecting, testing, or preparing a commodity or service for delivery.

H. “State” means the State of Arkansas. When the term “State” is used herein to reference any obligation of the State under a contract that results from this Solicitation, that obligation is limited to the Department using such a contract.

1.5 VENDOR INFORMATION CONFERENCE

A. TSS OSP will host a vendor information conference to help Prospective Contractors understand the

Requirements a Prospective Contractor must complete when submitting a proposal (“Submission Requirements”) and to provide best practices for proposal submissions.

1. The conference will take place via Teams on the date and time listed in Table A.

2. Vendor information conference information:

Teams Meeting Link: Click here to join the meeting

Meeting ID: 213 285 024 755

Passcode: QFftVh

Call in (audio only): 501.244.3310 or find a local number

3. The vendor information conference slide deck will be posted to the Solicitation posting in ARBuy, but Prospective Contractors are encouraged to attend the live conference.

1.6 SOLICITATION SCHEDULE

For informational purposes, TSS OSP is providing a Solicitation Schedule; however, dates listed and noted with an asterisk (*) are anticipated dates only and are subject to change at the discretion of the State. All times are listed in Central Time.

TABLE A: TENTATIVE SOLICITATION SCHEDULE

ACTIVITY DATE (year 2024)

RFP Release to Prospective Contractors February 16

Vendor Information Conference February 20 @ 3:00 pm

Deadline for Prospective Contractor Questions February 23 https://teams.microsoft.com/l/meetup-join/19%3ameeting_NGU1ZjQ0NjItY2U0ZS00NDQ3LThjMzctYzViZWNjZjY2ZjVj%40thread.v2/0?context=%7b%22Tid%22%3a%225ec1d8f0-cb62-4000-b327-8e63b0547048%22%2c%22Oid%22%3a%22157ccdc7-226d-477d-bde6-22070ef6fe4f%22%7d https://dialin.teams.microsoft.com/6b6513dc-a034-48d2-8d06-7e711c4ecc0b?id=719036839

Answers to Questions Posted to ARBuy* February 28

Proposal Due Date March 12 @ 2:00 pm

Initial Proposal Evaluation* March 14

Interviews* March 25-26

Final Proposal Evaluation* March 26

Discussions Kick Off Meeting* April 1

Finalize Discussions* April 10

Post Anticipation to Award* April 12

Award Contract* May 20

1.7 CLARIFICATION OF SOLICITATION

A. Submit questions requesting clarification of information contained in this Solicitation via the

Solicitation posting in ARBuy by the date and time listed in Table A.

1. For each question submitted, Prospective Contractor should reference the specific Solicitation item number to which the question refers, as applicable.

2. Prospective Contractors’ written questions will be consolidated and responded to by the State as deemed appropriate. The State’s consolidated written response is anticipated to be posted to the Solicitation posting in ARBuy by the close of business on the date provided in Table A. If Prospective Contractor questions are unclear or non-substantive in nature, the State may request clarification of a question(s) or decline to answer.

B. The Prospective Contractor should notify the TSS OSP Procurement Specialist of any term, condition, etc., that precludes the Prospective Contractor from submitting a compliant, Responsive Proposal. Prospective Contractors should note that it is the responsibility of the Prospective Contractor to seek resolution of all such issues, including those relating to the terms and conditions of the contract, prior to the submission of a proposal.

C. Prospective Contractors may contact the TSS OSP Procurement Specialist with non-substantive questions at any time prior to the proposal opening.

D. An oral statement by TSS OSP will not be part of any contract resulting from this Solicitation and may not reasonably be relied on by any Prospective Contractor as an aid to interpretation unless it is reduced to writing and expressly adopted by TSS OSP.

E. Only an addendum written and authorized by the State will modify the Solicitation.

1. An addendum posted within three (3) calendar days prior to the proposal opening may extend the proposal opening and may or may not include changes to the Solicitation.

1.8 RESPONSE DOCUMENTS

A. All proposal responses must be submitted through ARBuy, the State’s eProcurement system. The system can be accessed at arbuy.arkansas.gov.

1. Prospective Contractors must be registered in ARBuy to submit proposals responses.

B. Technical Proposal Packet

1. Prospective Contractors shall utilize the Technical Proposal Packet to submit their responses.

2. The following items are proposal Submission Requirements and must be submitted as part of a Prospective Contractor’s proposal response.

a. Signed Proposal Signature Page; signature may be ink or digital.

https://arbuy.arkansas.gov/

b. Technical Proposal response to the Information for Evaluation section included in the Technical Proposal Packet, which must be in the English language.

c. Completed Official Solicitation Price Sheet attached to the Solicitation in ARBuy.

i. Prospective Contractor(s) shall follow the instructions provided on the Official Solicitation Price Sheet.

ii. Pricing must be proposed in U.S. dollars and cents.

iii. Estimated cost per year and estimated hours per year are based on projections and years past as a forecast for future needs. Commission and average cost totals will vary year to year based on specific projects, priorities, and plans. The goal is to understand and compare pricing models from each agency. Estimations do not necessarily reflect approval to spend, budget, appropriation, or certification of income during the life of the contract. A budget review and planning process will be completed annually for fulfillment during the fiscal year. Prospective Contractor must submit unit price on the estimated quantity and unit of measure specified.

iv. If pricing documents do not allow for accurate pricing, Prospective Contractor should notify the OSP Procurement Specialist at least seventy-two (72) hours before the proposal opening time.

v. Prices must be firm offers and adjustments may be negotiated at the time of contract renewal.

• A request for a price increase must include supporting documentation demonstrating that the increase in contract price is based on an increased cost to the Contractor and that the proposed pricing is still competitive in the marketplace. The State has the right to approve or deny any request for a price adjustment.

vi. Discount from list pricing is not acceptable unless requested elsewhere in the Solicitation.

vii. State or local sales taxes should not be included in the price. Trade discounts should be deducted from the unit price and the net price should be shown in the pricing response.

d. Recommended Options Form

i. The Recommended Options form included in the Technical Proposal Packet allows Prospective Contractors to identify any recommended options or optional service ideas that may benefit the State that were not included in the Requirements and the proposed solution.

e. Copy of Prospective Contractor’s Equal Opportunity Policy

i. Pursuant to Arkansas Code Annotated § 19-11-104, OSP requires a Prospective Contractor bidding on a state contract to submit a copy of the Prospective Contractor’s Equal Opportunity (EO) Policy.

ii. Prospective Contractors not required by law to have an EO Policy must submit a written statement to that effect.

f. Proposed Subcontractors Form (see SRV-1, section 14)

3. The following items, which must be submitted prior to a contract award to the Prospective Contractor, may also be included with the Prospective Contractor’s proposal:

a. EO 98-04: Contract and Grant Disclosure Form (see SRV-1, section 11)

b. Voluntary Product Accessibility Template (VPAT), if applicable https://www.transform.ar.gov/wp-content/uploads/Services-Contract-SRV-1-Fillable-Form-V.3.6.27.22.pdf https://www.transform.ar.gov/wp-content/uploads/Services-Contract-SRV-1-Fillable-Form-V.3.6.27.22.pdf https://www.section508.gov/sell/vpat/

4. Prospective Contractors should not include any other documents or ancillary information, such as a cover letter or promotional/marketing information.

C. Redacted copy of the Technical Proposal Packet

1. One (1) redacted (marked “REDACTED”) copy of the Prospective Contractor’s proposal response (see Proprietary Information), if applicable.

D. Prospective Contractors should not alter language in Solicitation document(s) or Official Proposal Price Sheet provided by the State.

E. Prospective Contractor’s proposals cannot be altered or amended after the proposal opening except as permitted by law or rule.

F. Prospective Contractors may submit multiple proposals.

SECTION 2 – REQUIREMENTS

2.1 IDEAL PROSPECTIVE CONTRACTOR QUALITIES

The overall qualities ADPHT is seeking in a Contractor(s) are:

A. Strategic planning—having a culture of collaborative planning ahead of execution of marketing campaigns and initiatives.

B. Results-driven focus—maintaining a focus on goal achievement and transparent results; a culture of driving constant improvement.

C. Parks and tourism experience—demonstrating history of working with clients in the tourism sector and a broad understanding of the primary issues, challenges, opportunities, and trends.

D. Collaborative culture—possessing a can do, team-oriented mentality, ready to partner with ADPHT and/or other marketing firms and/or advisors.

E. Service-oriented culture—maintaining a culture of striving to earn ADPHT’s business every day, being responsive, and focusing on high quality work and results.

F. Research-based—making recommendations based on valid research from reputable sources on industries, demographics, marketing trends, economic development, etc.

G. Creative thinking—providing bold, creative, out-of-the-box ideas that push the envelope for the purpose of driving results, exceeding goals, and driving innovation.

H. Technical expertise—possessing a strong bench of in-house digital professionals who can solve problems, advise, and deliver digital solutions that follow best practices in web development, search engine optimization (SEO), email marketing, digital design, custom interactive functionality, mobile app development, artificial intelligence (AI), content creators, digital targeting, geofencing, etc. It is especially important that current trends and continuing education be at the forefront of the company.

I. Project management—maintaining a culture of planning and organization that comes through in all aspects of service, from creative work to billing.

2.2 PROSPECTIVE CONTRACTOR MINIMUM QUALIFICATIONS

A. Minimum qualifications in Section 2.2 may be met through the Prospective Contractor(s)’s experience, through the experience of the Prospective Contractor(s)’s proposed subcontractor(s), or both.

B. Minimum qualifications for all Prospective Contractor(s):

1. Prospective Contractor(s) shall be authorized to do business in the State of Arkansas prior to award.

a. Contractor(s) shall maintain authorization to do business in the State of Arkansas throughout the aggregate term of a resulting contract.

2. Prospective Contractor(s) shall be in full Americans with Disabilities Act (ADA) compliance and shall be an Equal Opportunity Employer.

3. Prospective Contractor(s) shall maintain clear lines of communication and responsibility within its organization.

4. Prospective Contractor(s) shall have the ability to work with contractors and subcontractor(s) in developing integrated marketing communications.

5. Prospective Contractor(s) shall have experience with multi-channel campaigns and marketing, that include a combination of earned, owned, and paid media running in a combination of media platforms, including print, digital, email, social media, and public relations with similar large-scale project development and implementation.

C. In addition to the minimum qualifications specified in Section 2.2, minimum qualifications for Prospective Contractor(s) submitting responses for Category 1 (Lead Creative Content Development, Advertising and Marketing, and Social Media) include:

1. Prospective Contractor(s) shall have experience successfully developing advertising and marketing plans; and providing public information/education/awareness-oriented campaigns and social media methods on projects of a similar size and scope to those specified in this RFP.

2. Prospective Contractor(s) shall have a full suite of traditional marketing services, including branding, event planning/marketing/support, branded and promotional items, video production, video editing, photography, direct mail, and print production pieces.

3. Prospective Contractor(s) shall have a minimum of five (5) years’ experience with marketing, advertising, and public relations, including that with national experience.

4. Prospective Contractor(s) shall have a full suite of public relations experience, including PR strategy, media relations, crisis and risk management, content creators, brand partnerships and influencer marketing.

5. Prospective Contractor(s) shall have a full suite of digital marketing services, including proven expertise in digital strategy, digital media (media buying and campaign optimization), social media strategy, analytics, web design and development, search engine optimization, content development, content management systems, digital video, and email marketing.

6. Prospective Contractor(s) shall have a minimum of three (3) years’ experience and a proven process to measure, optimize and report on campaign performance, including analytics for paid media, web, and other forms of media.

D. In addition to the minimum qualifications specified in Section 2.2, minimum qualifications for Prospective Contractor(s) submitting responses for Category 2 (Public Relations) include:

1. Prospective Contractor(s) shall have a minimum of five (5) years’ experience with marketing, advertising, and public relations, including that with national experience.

2. Prospective Contractor(s) shall have a full suite of public relations experience, including PR strategy, media relations, crisis and risk management, content creators, brand partnerships and influencer marketing.

3. Prospective Contractor(s) shall have extensive knowledge and experience with industry’s best practices in public relations (PR) campaign management.

E. In addition to the minimum qualifications specified in Section 2.2, minimum qualifications for Prospective Contractor(s) submitting responses for Category 3 (Media Planning and Buying) include:

1. Prospective Contractor(s) shall have a full suite of digital marketing services, including proven expertise in digital strategy, digital media (media buying and campaign optimization), social media strategy, analytics, web design and development, search engine optimization, content development, content management systems, digital video, and email marketing.

2. Prospective Contractor(s) shall have a minimum of three (3) years’ experience and a proven process to measure, optimize and report on campaign performance, including analytics for paid media, web, and other forms of media.

3. Prospective Contractor(s) shall have in-house media buying capability with buying experience in all of Arkansas’ media markets, throughout the country, and experience buying internationally.

F. In addition to the minimum qualifications specified in Section 2.2, Prospective Contractor(s) submitting responses for Category 4 (Website Development and Hosting) shall have a minimum of five (5) years’ experience hosting a major tourism-oriented website.

2.3 GENERAL REQUIREMENTS FOR ALL CONTRACTORS

A. The Contractor(s) shall develop, implement, and manage the awarded program categories under the direction of ADPHT.

B. The Contractor(s) shall develop, implement, and manage the following activities under the direction of ADPHT:

1. Digital marketing (strategy, SEO, targeted media, email marketing, web design/development, analytics, etc.)

2. Content creation (digital, television, print, and radio)

3. Media planning, buying, placement, and measurement (digital, connected TV, print)

4. Events support (planning, strategy, sponsorship payments, vendor(s) management)

5. Video production and editing

6. Promotional and branded items

7. Media relations

8. Email

9. Marketing strategy and planning

10. Print production

11. Public relations

12. Account management

13. Brand marketing

14. Creative production and copywriting

15. Influencer and partnership management

C. The Contractor(s) shall develop, implement, and manage major/special projects, such as special video or event driven projects, as requested by ADPHT.

1. Should ADPHT request a major/special project(s), the Contractor shall submit a formal quote/statement of work outlining the specific scope, timeline, and cost for the major/special project(s) to ADHPT in the format and within the timeless specified by ADPHT.

D. The Contractor(s) shall cooperate with all other Contractors awarded as a result of this Solicitation to ensure seamless account management and consistent branding.

E. The Contractor(s) shall work collaboratively with other State agencies, subcontractors, and ADPHT’s staff to bring ideas to life across all owned, earned, social, and paid media touch points.

F. The Contractor(s) shall review and enhance ADPHT’s brand identity.

G. The Contractor(s) shall create consistent and compelling branding across all communication channels.

H. The Contractor(s) shall create detailed campaign summary reports that provide valuable and relevant insights that lead to action.

I. The Contractor(s) shall always be a good steward of time and money in all activities and make fiscal responsibility a top priority.

J. At the conclusion of each contract year, the Contractor(s) shall assess the overall impact of the contract requirements and shall submit its findings to ADPHT, along with a detailed cost analysis in a written report.

K. ADPHT will be the ultimate decision maker on all aspects of the contract relationship, including, but not limited to, strategy, media investment, creative, purchasing, etc.

L. The Contractor(s) shall provide sufficient resources to work within the time constraints established by mutually agreed upon deadlines while maintaining desired performance levels.

M. The Contractor(s) shall clearly communicate how effective or ineffective various marketing initiatives are performing (according to pre-determined goals) and make adjustments as needed in order to maximize results.

N. The Contractor(s) shall work with ADPHT to establish measurable results for projects and campaigns and achieve objectives by predetermined deadlines.

O. The Contractor(s) shall adhere to all applicable State and federal laws, regulations, policies, and industry standards, including but not limited to accessibility compliance.

P. The Contractor(s) shall meet all specified marketing plan and project deadlines and shall keep within established budget guidelines.

Q. The budgets, methods, and formats for the provision of all services and final products provided under the resulting contract(s) shall be subject to review, acceptance, and approval of ADPHT.

2.4 REQUIREMENTS FOR CATEGORY 1: LEAD CREATIVE CONTENT DEVELOPMENT, ADVERTISING

AND MARKETING, AND SOCIAL MEDIA

A. LEAD CREATIVE AND CONTENT DEVELOPMENT

1. The Contractor(s) shall conceptualize big, singular ideas that engage the audience with Arkansas Tourism, Arkansas State Parks, and Keep Arkansas’ Beautiful’s brands.

2. The Contractor(s) shall strategize, create, produce, procure, and prepare advertising and branded content for distribution on domestic and international online and offline media channels, including paid, owned, and earned and social media platforms.

3. The Contractor(s) shall create, produce, publish, and distribute printed promotional materials.

4. The Contractor(s) shall research, produce and/or procure, and manage assets and content for tourism development and marketing purposes, including but not limited to artwork, illustrations, photography, video, music, maps, voiceover, copy, literature, brand identity, etc., negotiating rates and use for rights-managed assets.

5. The Contractor(s) shall design and translate content for international, trade, and agency staff as necessary.

6. The Contractor(s) shall develop creative concepts, design, and art direction for the various publications.

7. The Contractor(s) shall design promotional content using static and dynamic data feeds and formats.

8. The Contractor(s) shall submit television, radio, and print media buy plan summary to the Department for approval at least two (2) weeks prior to scheduled release of the ads.

a. Changes to the media buy plan summary must be approved by the Department in writing prior to implementing the changes.

b. Should the Department request revisions of a project at any phase in its creative development, the Contractor(s) shall complete the revisions as specified.

9. The Contractor(s) shall service inbound media requests/inquiries which may include but are not limited to content development, hosting, logistical arrangements, providing visuals and video.

10. The Contractor(s) shall track results of inbound servicing.

B. CONTENT CREATION

1. The Contractor(s) shall develop and prepare advertisements, presentation materials, and collateral materials to include, but not be limited to, copy and layouts, finished artwork, photographs, testimonials, story boards, scripts, music rights, filming, recording, video dubbing, editing, slide and video production, equipment rentals, scenery properties, costumes, display materials, merchandising materials, brochures, copy writing, graphs, design, power point, electronic design, etc., as required to meet all contract requirements.

a. The Contractor(s) will have access to ADPHT’s pool of digital and traditional photographs, slides, and B-roll for use in marketing materials with an emphasis of the creation of new content.

b. The Contractor(s) shall use only images and messages that are commensurate with the dignity of the State of Arkansas.

2. The Contractor(s) shall measure, track, and evaluate all social analytics to ensure maximum reach to target audiences for the purposes of making recommendations for retargeting and refining based on data.

3. The Contractor(s) shall measure results through established processes for establishing key benchmarks (e.g., website traffic, digital media engagement, conversions, etc.), goals, and measurable results.

4. The Contractor(s) shall analyze key performance indicators (KPIs) (e.g., website traffic/activity, engagement, conversion rate, CTR, etc.) and report results to ADPHT.

a. The Contractor(s) shall report these metrics in person at Arkansas State Park, Recreation & Travel Commission (SPRTC) monthly meetings and as otherwise requested by ADPHT.

5. The Contractor(s) shall optimize marketing campaigns and initiatives based on analytics and make informed and rapid changes as needed to the media buy, landing pages, creative, calls-to-action, headlines, etc.

6. The Contractor(s) shall provide media services, outreach services, sponsorship services, sales promotion services, and public relations services.

7. The Contractor(s) shall provide proof of publication, proof of display, and proof of impressions for all forms of advertising (digital, connected TV, print, etc.).

C. SOCIAL MEDIA

1. The Contractor(s) shall develop an integrated social media strategy within an overarching marketing platform.

2. The Contractor(s) shall submit all media to the Department for approval at least two (2) weeks prior to scheduled release for review and approval.

3. The Contractor(s) shall discover and present creative means to drive engagement and connect with consumers.

4. The Contractor(s) shall define and deliver against clear goals, success metrics, and return on investment. ADPHT shall have the final determination of metrics.

5. The Contractor(s) shall effectively buy media and extend the State’s media investment through aggressive negotiations and added value programs, including an efficient and effective system of programmatic buying.

6. The Contractor(s) shall strategize, develop, and execute social media strategies including competitive and situational analyses, goals, objectives, priorities, and audiences.

7. The Contractor(s) shall develop a brand positioning which complements the overall consumer-marketing program.

8. The Contractor(s) shall provide compelling, creative execution across all current and future social media channels on an on-going basis.

9. The Contractor(s) shall identify and counsel ADPHT as to how Arkansas can maximize emerging technology and trends in the social environment.

10. The Contractor(s) shall execute, measure, track, and evaluate all social analytics.

11. The Contractor(s) shall suggest new tactics and metrics such as objectives, network size, and campaigns as they mature, grow, and evolve.

12. The Contractor(s) shall conceptualize, produce, and execute high-impact social media events and campaigns.

D. RESEARCH AND EVALUATION OF STATE TOURISM BUSINESS

1. The Contractor(s) shall monitor, track, and provide to ADPHT points-of-view on social, economic, political, environmental, media, consumer, and travel industry data and trends that could impact the State’s tourism business.

2. The Contractor(s) shall identify opportunities to grow market share and/or revenue.

3. The Contractor(s) shall conduct research to shape, target, and measure marketing efforts.

4. The Contractor(s) shall track and evaluate performance or marketing activities.

5. The Contractor(s) shall produce reports, summaries, dashboards, and other tools on industry and State performance indicators.

6. The Contractor(s) shall monitor and provide intelligence on marketing activities of competitors.

7. The Contractor(s) shall conduct audits and analyses of State tourism products and experiences.

2.5 REQUIREMENTS FOR CATEGORY 2: PUBLIC RELATIONS

A. The Contractor(s) shall develop consumer-focused public relations programs that complement an overarching marketing plan.

B. The Contractor(s) shall strategize, develop, execute, and support comprehensive domestic and international public/media relations campaigns and program activities, using both traditional and emerging media approaches.

C. The Contractor(s) shall engage Arkansas’ tourism industry public and private sector partners to assist in all phases of work with the media.

D. The Contractor(s) shall service inbound media requests/inquiries which may include but are not limited to content development, hosting, logistical arrangements, providing visuals and video.

E. The Contractor(s) shall track results of inbound servicing.

F. The Contractor(s) shall cultivate and maintain relationships with influential travel and lifestyle voices, as well as relevant brands.

G. The Contractor(s) shall enhance and maintain an online media room/portal.

H. The Contractor(s) shall track and report on media coverage in both traditional and social media outlets to assess quantitatively and qualitatively earned media value of PR efforts and provide ongoing reports of the findings.

I. The Contractor(s) shall develop and manage an integrated contact and communications management system for the purpose of facilitating and tracking communications with media contacts.

J. The Contractor(s) shall work with ADPHT communication team to share success stories via news releases and annual reports.

K. The Contractor(s) shall develop and deliver workshops and seminars on a variety of media, public relations, and travel trade topics as needed and/or requested by ADPHT.

L. The Contractor(s) shall assist with crisis management strategy, plan, protocol, execution, monitoring, and support, including social media channels as directed by ADPHT.

2.6 REQUIREMENTS FOR CATEGORY 3: MEDIA PLANNING AND BUYING

A. The Contractor(s) shall annually develop and recommend media objectives, strategies, and tactics in support of overall marketing plan goals and objectives.

B. The Contractor(s) shall plan, negotiate, and purchase media placements and program integration on channels and publishers including but not limited to print, digital broadcast, out-of-home, event sponsorship, point-of-purchase, cooperative marketing, direct marketing, and emerging technology vehicles.

C. The Contractor(s) shall evaluate and recommend search engine optimization strategies and activities in coordination with the digital marketing contractor(s).

D. The Contractor(s) shall monitor and optimize placements to ensure maximum performance and full completion of all media schedules, negotiating bonus units as appropriate.

E. The Contractor(s) shall provide performance reports and analyses of media placements throughout and at the completion of each campaign.

F. The Contractor(s) shall retain, and submit to the State upon request, proof of publication, performance, or other such affidavits for all media participation.

G. The Contractor(s) shall develop cooperative marketing programs for industry partner participation.

H. The Contractor(s) shall monitor industry and priority media markets and report on media insights, opportunities, and information of importance impacting client and its competitors.

I. The Contractor(s) shall create, test, produce, place, and manage all media and educational advertisements using a combination of social media, electronic, print, grassroots, and public services campaigns within timelines approved by the Department.

1. Campaigns must include media placement, purchase, production, pre-testing, and evaluation of the placed media.

J. The Contractor(s) shall place advertising through a combination of both paid placement ads and public service announcements of equal value, maximizing the exposure to target audiences and the value of media purchased under the allocated budget.

K. In ordering space, time and/or other advertising means, the Contractor(s) shall not be acting as an agent of the State and shall not represent itself to be acting as an agent of the State.

1. The Contractor(s) shall inform each media representative supplying space, time and or other advertising means that the Contractor(s) is not acting as an agent for the State and the Contractor(s) shall be solely liable for payments to the media representative.

L. The Contractor(s) shall provide optimal media coverage to ensure the budget is maximized and in accordance with a schedule approved by the Department using approved media.

2.7 REQUIREMENTS FOR CATEGORY 4: WEBSITE DEVELOPMENT AND HOSTING

A. The Contractor(s) shall host the Department’s websites.

B. The Contractor(s) shall lead, actualize, and execute website design, re-design, coding, development, automated personalized marketing, content apps, and integration of marketing campaigns and digital projects ensuring it complements all brand activities (media, digital, social, etc.).

C. The Contractor(s) shall provide insightful leadership and best practices related to digital communications and targeted marketing.

D. The Contractor(s) shall employ best practices in website optimization and user experience for consumers and staff.

E. The Contractor(s) shall define and deliver against clear goals, success metrics, and return on investment. ADPHT shall have the final determination of metrics.

F. The Contractor(s) shall have a commitment to making the ADPHT’s websites among the best in class.

G. The Contractor(s) shall have knowledge and utilization experience of best practices and analytical benchmarks.

H. The Contractor(s) shall consider emerging technology with design to enhance user experience and promote the content of the site.

I. Creative Services

1. The Contractor(s) shall create, produce, and prepare digital branded content for distribution on domestic and international online media channels, including paid, owned, earned, and social media platforms.

2. The Contractor(s) shall research, produce and/or procure, and manage assets and content for tourism development and marketing purposes, including but not limited to artwork, illustration, photography, video, music, maps, voiceover, copy, literature, brand identity pieces, etc.

3. The Contractor(s) shall negotiate rates and use for rights-managed assets.

J. Website Development, Design, and Strategy

1. The Contractor(s) shall research marketplace, target audiences/users and develop strategies to reach them and fulfill their needs.

2. The Contractor(s) shall provide software engineering, programming, and development consistent with current technologies.

3. The Contractor(s) shall identify and counsel as to how the State can maximize emerging technology and trends in web marketing, design, and development.

4. The Contractor(s) shall identify and counsel as to how the State can maximize emerging technology and trends in mobile use.

5. The Contractor(s) shall identify, counsel, and develop content for the State based on current marketing and PR efforts on digital and mobile platforms.

6. The Contractor(s) shall implement and provide any new and emerging web content delivery systems and technologies along with creative strategies and objectives as requested by ADPHT.

Provision of these services, and any implementation costs, will be negotiated with final approval by ADPHT.

7. The Contractor(s) shall work with a ADPHT’s third party reservations contractor(s) to integrate online reservations into various online platforms for State Parks Division.

K. Website Administration

1. The Contractor(s) shall provide ADPHT with an administrator user role that has the capability to update and maintain any and all functions of the website.

2. Prior to any websites’ “go live” date, the Contractor shall give access to the site for testing and approval of design to the Department for approval at least two (2) weeks prior to scheduled release.

3. After ADPHT testing, and prior to the “go live” date determined by ADPHT, the Contractor(s) shall make any changes to the websites design and function that ADPHT warrants necessary.

4. The Contractor(s) shall guarantee that there will be no downtime for any and all functional components of the website exceeding a combined 0.1% monthly. Exceptions to this include:

a. Routine server or connectivity maintenance.

b. Coding, including but not limited to, publishing new, approved code to the server.

c. Third-party plug-ins.

d. Actions of third parties including, but not limited to, ADPHT staff and/or hackers.

e. Acts of God.

5. The Contractor(s) shall have tech support available to ADPHT staff by phone number and email 24 hours a day, 365 days a year. Within a timeframe acceptable to ADPHT, tech support staff shall be able to remedy issues with performance, access to reservations system, and administrator updates.

6. The Contractor(s) shall update the websites with new technologies as they become available and are requested by ADPHT, within a timeframe negotiated and approved by ADPHT.

7. Within a timeframe acceptable to ADPHT, the Contractor(s) shall make all content and function updates and changes to the websites that are requested by ADPHT.

8. Within a timeframe acceptable to ADPHT, the Contractor(s) shall complete all standard maintenance to the websites, as well as any maintenance requests and requirements as stipulated by ADPHT.

2.8 STAFFING REQUIREMENTS FOR ALL CONTRACTORS

A. The Contractor(s) shall have an office with a minimum of one (1), 100% dedicated Account Executive and dedicated day-to-day account staff in the greater Little Rock metropolitan area within 30 days of contract start date and throughout the contract term.

1. The dedicated Account Executive shall be the point of contact for the State in all matters related to the services under the resulting contract and shall be dedicated to ADPHT only.

2. Should a Contractor be awarded contracts for more than one (1) Category, the Contractor shall assign a single Account Executive as the primary point of contact for ADPHT.

B. The Account Executive, and additional staff as ADPHT requires, shall travel to various locations within the State to attend and actively participate in the meetings of the SPRTC, each month.

Additionally, ADPHT requests quarterly key executive leadership meetings to provide key updates.

1. All travel must be approved by ADPHT in writing in advance.

C. Upon request by the ADPHT, the Contractor(s) shall replace any staff member assigned to the State’s account.

1. The Contractor(s) shall provide the ADPHT with a replacement having equal or higher qualifications and expertise than the staff member being replaced.

2. The Contractor(s) shall provide the replacement in such a way that does not disrupt the daily operations of the ADPHT.

D. As requested by the ADPHT, the Account Executive and/or the dedicated staff assigned to the ADPHT account shall attend planning and follow-up meetings at the ADPHT offices in Little Rock, Arkansas.

1. These meetings are typically held during normal business hours which are Monday through Friday, 8:00 a.m. until 5:00 p.m., CST.

2. Scheduled times for meetings will be at the ADPHT’s discretion, and reasonable notice will be given.

3. Meeting summary reports must include a summary or minutes from each meeting and a list of the Contractor(s)’s responsibilities as designated by the Department in each meeting.

E. The Account Executive shall respond to all Department requests within twenty-four (24) hours of the request and in the manner the request was made.

1. In the event of the Account Executive’s vacation, illness or other absence, the Contractor(s) shall appoint a designee to serve in the Account Executive’s temporary absence in such a way that does not disrupt the daily operations of the Department’s account.

F. As standard advertising practice, and/or per the ADPHT’s discretion or approval, the Account Executive and/or the dedicated staff assigned to the ADPHT account shall track the results of all comprehensive advertising, marketing, public or government relations campaigns implemented.

1. The Contractor(s) shall provide the ADPHT with the tracking results in a post campaign report.

G. The Contractor(s) shall provide dedicated account management that includes account staff coordination, budget management, project timelines, status reports, quality control, client communications, and participating in monthly meetings with ADPHT leadership to address upcoming campaigns, efforts, events, plans and facilitate decision making.

H. The Contractor(s) shall represent Arkansas at media events, shows, marketplaces, trips, and other outreach forums and key in-state events.

1. These events vary and can be negotiated during the implementation meeting or throughout the contract as determined by ADPHT with ADPHT having the final approval of this negotiation.

2. This representation shall be the Account Executive or a Subject Matter Expert that is a staff member, as approved by ADPHT.

2.9 REPORTING REQUIREMENTS FOR ALL CONTRACTORS

A. The Contractor(s) shall submit all reports to ADPHT in a format and within the timeframes approved by ADPHT.

B. Status Reports

1. The Contractor(s) shall submit a status report to ADPHT weekly. The report must include the following information, or as determined by ADPHT:

a. A detailed status update of all current projects, production jobs, and promotional events.

b. Timelines for all initiatives.

c. The Contractor(s) shall provide no fewer than three (3) business days for ADPHT to approve, or require changes of the above, at any stage.

C. Media Flowcharts

1. The Contractor(s) shall monitor and maintain Media Flowcharts on an ongoing basis to determine and improve the Return on Investment and effectiveness of all media buys.

2. The flowcharts must be submitted to the ADPHT as requested and must be current to include the following information:

a. Media type

b. Market Tiers

c. GRP (gross rating point) Levels

d. Creative rotation

e. Costs for each campaign, summarized by campaign, month, quarter, and year

D. The Contractor(s) shall submit a Post Campaign Report following each advertising campaign that is implemented.

E. The Contractor(s) shall submit expenditure reports detailing the status of the budget that must include expenditures from the reporting month, expenditures to date by project and the remaining budget balance, wherein each expenditure must cross-reference a specific budget item included in the approved marketing campaign.

F. The Contractor(s) shall submit project estimate change reports wherein the Contractor(s) shall provide revised estimates for any time the actual or estimated costs of an activity change by more than ten percent (10%) from the estimated amount approved by the Department, as well as justification for such increases.

1. The Contractor(s) shall not proceed with execution of the activity prior to receiving approval of the new estimates.

2.10 IMPLEMENTATION REQUIREMENTS FOR ALL CONTRACTORS

A. The Prospective Contractor(s) shall provide a proposed Implementation Plan during the Discussions phase.

1. The proposed Implementation Plan must address all aspects of implementation to ensure deadlines required by ADPHT are met.

2. The proposed Implementation Plan must include all relevant deadlines, activities, and responsible parties.

B. The Contractor shall implement all activities and shall onboard all programs, systems, technologies, strategies, plans, and shall complete all data migration necessary for full implementation by July 1, 2024.

C. The Contractor(s) shall commit to fully understanding ADPHT’s goals, systems, and processes, and shall implement programs, systems, technologies, strategies, and plans in the most efficient and effective manner possible.

2.11 DATA SECURITY REQUIREMENTS FOR ALL CONTRACTORS

A. The Prospective Contractor shall provide a proposed Data Security Plan during Discussions.

B. The Contractor and all its Subcontractors shall comply throughout the aggregate term of the contract with the most stringent of all applicable security requirements set forth in Arkansas Laws and Standards.

C. The Contractor shall prepare and deliver a finalized Data Security Plan for Department approval. The Data Security Plan will describe how their system’s security features and capabilities, including infrastructure, shall be implemented to satisfy the security Requirements of this RFP and the resulting contract.

2.12 DATA OWNERSHIP AND PRIVACY REQUIREMENTS FOR ALL CONTRACTORS

A. The State of Arkansas shall own and have all rights to intellectual property, data, documentation, software, code, and/or records produced as part of this contract.

B. The Contractor shall comply with State’s requirement that all data remain in the United States and meet stringent Data Privacy and Cyber Security requirements, which include without limitation:

1. Ensuring cloud-based solutions, hardware, and data are located within the United States and all access and support of the solution is performed from the United States.

2. Ensuring software, data and services are isolated within the cloud environment so that other cloud customers sharing physical or virtual space cannot access other customer data or applications.

C. Upon expiration or termination of this contract, the Contractor shall transfer property rights of all data and deliverables (intellectual and tangible) to the State and shall not hold ownership or an intellectual property claim to any data or deliverable associated with the State account including but not limited to the following:

1. Patents

2. Trademarks

3. Logos

4. Television, radio, and outdoor advertising and marketing products

5. Printed advertising and marketing products

6. Media Schedules

7. Digital products including…