RFR 1508-Questions and Answers-Advertising Services Round 1~1.xlsx
XLSX spreadsheet 17 KB Posted
- Attached to
- RFR LOT Number 1508 - Advertising Services
- Solicitation number
- BD-15-1062-LOT-00001-00000003432
- Issued by
- Suffolk County, Massachusetts
About this file
This document is a compilation of questions and answers related to Request for Response (RFR) 1508 for Advertising Services issued by the Massachusetts State Lottery Commission (MSLC). The RFR seeks proposals from qualified bidders to provide a range of advertising services strategically designed to increase the sale of games and maximize net profit returned to the Commonwealth. The RFR includes details on four creative assignments with individual budgets, and requires the submission of various forms including the Environmentally Preferable Products form and Supplier Diversity Program form. Bidders are instructed to provide examples of prior work and are given parameters on the duration and scope of the creative assignments.
The RFR states the MSLC's advertising budget is subject to the state appropriation process, with an anticipated $7 million appropriation for fiscal year 2016. Bidders are advised there are no target budget allocation parameters that must be adhered to between media, agency fees, and production. The RFR also provides historical information on the MSLC's marketing efforts, customer segments, and successful internet marketing programs.
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RFR 1508 AdvertisingQ&A 4.27.15
| Advertising Services RFR MSLC 1508 |
| Response to first round of Written Inquiries published (estimated) Monday, April 27, 2015 |
| Question # | Created Date | Question Subject | User Created | Question | Assigned to | Response |
| 1 | 4/21/15 | Amy Brown Weber/Connelly Partners LLC | RFP Content Clarification | In Section 7.21 Analytics, is it supposed to say ?Paid search marketing? (vs. ?Page search marketing?)? | Yes. | |
| 2 | 4/21/15 | Amy Brown Weber/Connelly Partners LLC | Budget Clarification | Page 57 lists four assignments with individual budgets for each. Are these budgets net media spend or do they include agency fee, production and media spend? | These budgets include production and media spend. They do not include an agency fee. | |
| 3 | 4/22/15 | Alex Stoyle/GYK Antler | Budgets | What have fiscal year marketing budgets been over the last three years? | FY2013 - $2.5M; FY2014 - $4.5M; FY2015 - $7M. | |
| 4 | 4/22/15 | Alex Stoyle/GYK Antler | Financial Structure | What are the financial structure and fees associated with the current agency relationship? | The MSLC currently pays a monthly retainer fee. Production and media costs are billed on a project basis. | |
| 5 | 4/22/15 | Alex Stoyle/GYK Antler | Budgets | The MSLC is asking for a significant amount of spec work between the four assignments so can some parameters (broad range) be provided for what the FY2016 and beyond marketing budget(s) might be so bidders can understand the potential? | The MSLC's advertising budget is subject to the state appropriation process each fiscal year (FY). The MSLC anticipates a $7M appropriation for FY2016, however this is subject to annual appropriation authorization. | |
| 6 | 4/22/15 | Alex Stoyle/GYK Antler | Environmentally Preferable Products | Are any points associated with completing the environmentally preferable products form and how would the response be assessed? | The MSLC will submit an amendment to eliminate the reference to: Bidders who can demonstrate such initiatives (referencing, but not limited to, the items listed below) will be eligible to receive evaluation points. In order to receive evaluation points, |
The MSLC does not assign evaluation points to a mandatory requirement for the EPP Form. Bidders must complete this form and submit it with their RFR Response.
| 7 | 4/22/15 | Alex Stoyle/GYK Antler | SDP | Please confirm that only the first form of the Supplier Diversity Program needs to be completed for RFP submission. | Yes. |
| 8 | 4/22/15 | Alex Stoyle/GYK Antler | Case Studies | How should we share video portfolio for the case studies? | Please provide a link to a secured shared environment such as Dropbox. |
| 9 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment Budgets | To avoid putting any cost related information in the main portion of our quote/response how should we account for appropriate budget breakdowns within the four creative assignments? | To avoid including cost information in in the body of the RFR response, each responding company should only certify that each of the four (4) scenarios is within the stated budget limit and not provide a cost breakdown. |
| 10 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment Budgets | Are the budgets in the assignments for all elements of the campaigns or media-only? | The budgets include all elements of the assignments. |
| 11 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment Budgets | For the assignments, can clearer parameters be provided of what should be included in each budget over what period of time? | Assignment One (1): 4-6 weeks - Assignment Two (2): 3-4 weeks - Assignment Three (3): 3-5 weeks - Assignment Four (4): 3-5 weeks. |
| 12 | 4/22/15 | Alex Stoyle/GYK Antler | Demographics | What data, if any, about your customer segments particularly the 18-34 range do you have and can share with us? - education - geography - median income - nationality - spending habits - etc. | See Attachment 2014 Research RFR ADV |
| 13 | 4/22/15 | Alex Stoyle/GYK Antler | Audience Segmentation | If you had to prioritize audience segments core players, occasional players, lapsed players, and uninitiated players what would be the priority and why? | The MSLC attempts to reach all segments of the adult population. |
| 14 | 4/22/15 | Alex Stoyle/GYK Antler | Demographic History | Related to marketing to a younger demographic, what has worked and what hasn't for the MSLC in the past? | The MSLC has attempted to reach younger adult players through a variety of media channels, including television, radio, digital, mobile, out of home, and social media. The MSLC does not have measured results at this time. |
| 15 | 4/22/15 | Alex Stoyle/GYK Antler | Budget Allocation | Are there target budget allocation parameters that must be adhered to (between media, agency fees and/or production) for MSLC? | No. |
| 16 | 4/22/15 | Alex Stoyle/GYK Antler | Internet Marketing | What has been the MSLC?s most successful Internet marketing program? | The MSLC's Second Chance Drawings Program. |
| 17 | 4/22/15 | Alex Stoyle/GYK Antler | Geographic Media Spend | Geographically, where are your priority markets with the media spend (if we want to target Boston, the budget will be much different than targeting Springfield)? | The MSLC's goal is to reach all adult residents of the Commonwealth. |
| 18 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment Budgets | Should we factor in mobile and web development with the budgets for the creative assignments? | Yes, when appropriate. |
| 19 | 4/22/15 | Alex Stoyle/GYK Antler | Research and Analytics | What research and/or analytical tools are you currently using, if any (online or off)? | Quantitative & qualitative research and Google Analytics. |
| 20 | 4/22/15 | Alex Stoyle/GYK Antler | Mass Lottery Players Club | How big is the Mass Lottery Players Club? How many members? | Approximately 235,000 members. |
| 21 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment 2 | Regarding assignment 2: What is the need to reinvigorate The Numbers Game? When was it most successful? Are there internal or external factors that have hurt The Numbers Game? | The NUMBERS game is a mature game with stagnant sales and a lack of advertising has reduced its exposer to new players. The NUMBERS game sales peaked in FY1999 when sales were $466M. |
| 22 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment 4 | Regarding assignment 4: What strategies in launching KENO and Jackpot Poker did you find most successful? Is this information relevant in launching All or Nothing | No, that information is not relevant. |
| 23 | 4/22/15 | Alex Stoyle/GYK Antler | Creative Assignment 4 | Is there a driving factor in the decision to launch the new All or Nothing game? Is it targeted at a new or suffering customer segment? | The MSLC considers it to be a stronger compliment to KENO. |
| 24 | 4/22/15 | Laura Roche/Allen Roche Group | Section 7.8 & 7.9 | For Section 7.8 and 7.9, are you looking to see new creative spec development or simply examples of prior work? | Examples of prior work will suffice. |
| 25 | 4/22/15 | Laura Roche/Allen Roche Group | Section 8.C & 8.D. | For Section 8.C and 8.D., are you looking for creative assets to be developed, or simply an explanation of the creative campaign and execution of marketing plan? If creative assets are to be developed, what specific types/media are you interested in seeing, or is this up to the agency? | Yes, creative assets. It is up to the agency. |
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