B 08 - RFP Responses to Questions Final Questions Recived Prior to deadline.docx

NATIONAL GUARD BUREAU

office of the united states property and fiscal officer for minnesota

15000 HWY 115, CAMP RIPLEY

LITTLE FALLS, MN 56345-4173

NGMN-USP 21 JAN 2020

SUBJECT: Online Adverstersing Campaign:W912LM-20-R-0008 Responses to Questions Final received prior to questions deadline.

22. Just to confirm, creative services are not required for ads or Snapchat filters?

Ads, no. These images will be provided by RRB Marketing, but may need to be "redesigned" to fit the appropriate digital space. Snap Chat Filters may need some design work. RRB Marketing will provide approved images, but they will need to be integrated into a filter for Snap Chat. So, some more advanced design skills may be required. However, the design workload split is typically around 75% on us, and 25% on the contractor. There will be times where we provide you the fully designed ad, and other times where we may need the contractor to design given the basic design elements.

23. Do you have impression goals for the Snapchat filters?

This will be determined with RRB Marketing at the initial strategy meeting.

We do not have a specific number, but will look to have a diversified advertising plan to achieve our overall impressions, which will include online advertising using Ad Servers as well as a number of social media platforms. If market performance shows significant success in this platform, we may decide to increase our snapchat geo-filter footprint and frequency.

24. The PPC goal is 45k impressions and 1,000 clicks. Is that over 10 months spending $80 per day? Is this a historical average that you paid in the past? Where did you get this dollar estimate from? Do you have an existing PPC campaign set up or does contractor need to set up new accounts?

This PPC goal is spread out over 10 months, and the $80 per day was pulled from historical campaign averages; the last campaign ended in Spring of 2018. We do not currently have a campaign running. The contractor would need to set up new accounts.

25. Can you clarify the impression goals? Is 3,000,000 imps and 9k clicks the total for all channels or just specifically for display ads?

This is just for the online display campaign. These numbers were pulled from ROI of our previous Ad campaign, mentioned in question 3.

26. Can you clarify what "Custom Intent Campaign" means (item 2 in section 5.1.2)? Does that have to do with display ads using 3rd party data or remarketing?

Custom Intent Campaign includes using Ad Servers to market directly to groups according to keywords and landing pages that we determine would help us focus advertising on our target market. The keywords and landing pages used would be determined at our initial strategy meeting.

27. How long are the interactive videos?

They should normally 10-20s; enough to grab attention and interest and drive the viewer to click on a link or share the video.

28. What is your annual lead goal?

We intentionally do not have a specific lead goal because impressions is our primary goal for the contract; however, in past contracts we have achieved an average rate of 30 leads per month across all advertising platforms.

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