Red Bank RiverCenter REQUEST FOR PROPOSAL (RFP) for ... · REQUEST FOR PROPOSAL (RFP) for...

Red Bank RiverCenter REQUEST FOR PROPOSAL (RFP) for MARKETING/PUBLIC RELATIONS SERVICES #2019-01

RFP Description: Red Bank RiverCenter seeks proposals from qualified marketing and public relations firms to provide strong and creative publicity and promotional services, including, but not limited to advertising, public relations, marketing services, copywriting, and graphic design services, including but not limited to strategic message development, strategic planning for traditional, digital and social media outreach and digital and social media buying services. The prospective firm will work with RiverCenter’s internal marketing team to build brand awareness, generate interest in downtown Red Bank, and generate attendance and ticket sales at special events. There is a potential paid advertising and promotion spend not to exceed $85,000 annually for this regional promotions and publicity campaign. The geographic market area includes Monmouth County, Central New Jersey, New Jersey, the Mid-Atlantic and Northeastern United States. Red Bank RiverCenter is the designated Special Improvement District for Red Bank, NJ. Commercial property owners and individual businesses are members of Red Bank RiverCenter.

RESPONSES MUST BE RECEIVED NO LATER THAN: 5 p.m. ET, FRIDAY, NOVEMBER 21, 2018 REPLY TO: Laura Kirkpatrick Marketing Manager Red Bank RiverCenter 140 Broad Street Red Bank, NJ 07701

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Red Bank RiverCenter REQUEST FOR PROPOSAL (RFP) for MARKETING/PUBLIC RELATIONS

SERVICES

TABLE OF CONTENTS

Part I: GENERAL REQUIREMENT FOR RESPONSES

Section 1 Introduction p. 3

Section 2 Eligibility for Proposer p. 3

Section 3 Anticipated Schedule of Activities p. 3

Section 4 Evaluation of Proposals p. 4

Section 5 Pricing p. 4

Section 6 Contract Terms p. 4

Section 7 Incurred Costs p. 4

Section 8 Withdrawal p. 4

Section 9 Amendments to Responses p. 5

Section 10 Anticipated Length of Contract p. 5

Section 11 Right to Reject Award p. 5

Section 12 Insurance & Indemnification p. 5

Section 13 Ownership of Intellectual Property p. 5

Part I: SPECIFIC REQUIREMENTS FOR RESPONSES

Section 14 Background p. 5

Section 15 Scope of Work p. 6

Part II: PROPOSAL REQUIREMENTS

Section 16 Proposal Contents p. 8

Section 17 Proposal Submission p. 9

ATTACHMENTS

Attachment A – Agency Questionnaire p. 10

Attachment B – Draft - RiverCenter Vision Statement p. 12

Attachment C – Draft - RiverCenter Vision Statement p. 13

Attachment D – 2019 Special Event list p. 14

Attachment E – Sample Event Collateral list p. 15

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PART I: GENERAL REQUIREMENTS FOR RESPONSES

Section I: Introduction

The Red Bank RiverCenter is a 501c3 not-for-profit alliance of local businesses, property

owners, residents, and other stakeholders working to enhance and promote Red Bank’s

downtown district as a mid-Atlantic destination for dining, shopping, and culture. RiverCenter

helms the town’s Special Improvement District to promote Red Bank businesses through special

promotions. Since 1991, RiverCenter has supported the business community by recruiting new

businesses to fill commercial vacancies and helping them navigate the various start-up

procedures in town.

Coordinating with RiverCenter key stakeholders, the agency will prepare and execute a

comprehensive advertising and public relations plan and strategy that will include paid, earned,

shared and owned media which will generate positive media coverage and increased

participation at events and in the downtown while attracting, growing and retaining potential

customers.

Section 2: Eligibility for Proposers

1. Qualified marketing and public relations firms must have a minimum of three years’

experience managing promotions and publicity campaigns, in similar size and scope, as

described in Scope of Work. The principal(s) in the advertising/marketing firm must have a

resume with at least seven years of experience in advertising, marketing and/or public relations.

Proposers who do not meet this requirement are not eligible for consideration.

2. Proposers from different companies that submit as a team, including subcontractors, are

eligible to submit a proposal if key personnel on the proposal team (including subcontractors)

have the minimum required experience.

Section 3: Anticipated Schedule of Activities

RFP Release October 25, 2018

Question submission from interested bidders November 07, 2018, 5 p.m. ET

RiverCenter Questions responses November 14, 2018

Deadline for submission of proposals November 21, 20182018, 5 p.m. ET

Notification of preferred RFP submissions November 30, 2018

Post-proposal interviews or presentations November 10, 2018 (week of)

Marketing Committee recommendation December 17, 2018

Contract negotiations December 21, 2018

Expected contract execution January 01, 2018

Disclaimer: Dates are subject to change at the discretion of Red Bank RiverCenter.

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Section 4: Evaluations of Proposals

Proposals will be checked initially for completeness and then be analyzed to determine overall

responsiveness and qualifications under the RFP. Proposals will then be evaluated against the

following criteria listed below in equal measures before a firm is selected:

• Ability to meet businesses requirements

• Ability to bring innovation, creativity and best practice by providing RiverCenter specific

plans

• Identifying key opportunities to add value

• Relevant experience to deliver public relations services and counsel

• Total contract cost

Additional information may be requested from Proposers at any time prior to the final approval

of the selected firm. Red Bank RiverCenter reserves the right to select one or more, or none, of

the Proposers to provide services.

Red Bank RiverCenter reserves the right to conduct post-proposal interviews or presentations. It

is RiverCenter’s intent to make its final selection on or before December 17, 2018, and the

Proposer(s) selected will be notified by email and phone. Proposers who were not awarded the

contract will be notified by email.

Section 5: Pricing

Respondents pricing for all goods and services must be stated in the response. If there are any

additional charges of any kind, specified or unspecified, the Respondent must include these

items.

Red Bank RiverCenter may request potential Proposer(s) selected to participate in negotiations

and submit a price, technical, or other revisions of their proposal.

Section 6: Contract Terms

Red Bank RiverCenter will negotiate contract terms, and will sign an agreement or contract that

outlines terms, scope of work, budget, time frame of campaign and other related items.

Section 7: Incurred Costs

This RFP does not commit Red Bank RiverCenter to pay any costs incurred by Proposer(s) in the

preparation of a proposal in response to this request and Proposers agree that all costs incurred

by Proposers in developing this proposal are the Proposer’s responsibility.

Section 8: Withdrawal

Proposers may withdraw prior to the date for submissions. Withdrawals must be submitted in

writing to Laura Kirkpatrick, Red Bank RiverCenter Marketing Manager.

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Section 9: Amendments to Responses

Respondent cannot submit amendments to proposal after it has been submitted.

Section 10: Anticipated Length of Contract

The anticipated term for the proposed contract is two (2) years. RiverCenter may exercise up to

two (2) additional one (1) year options.

Section 11: Right to Reject Award

This RFP does not commit Red Bank River Center to award a contract. Red Bank RiverCenter

reserves the right to accept or reject any or all proposals, if it determines it is in the best interest

of Red Bank RiverCenter to do so.

Section 12: Insurance & Indemnification

The Respondent awarded this contract will be required to maintain, at all times during

performance of this contract the following insurance coverage:

Professional Liability $1,000,000/$2,000,000

General Liability $500,000/$1,000,000

Workers Compensation WC Statutory

Employer’s Liability - $500,000

If selected to provide the services described in this RFP, Proposer(s) shall be required to

indemnify Red Bank River Center.

Section 13: Ownership of Intellectual Property

All documents, data, products, graphics, computer programs, and reports prepared by the

Proposer(s) pursuant to this contract shall be considered property of Red Bank RiverCenter upon

payment of product / services. All such items shall be delivered to Red Bank RiverCenter at the

completion of work / contract.

PART II: SPECIFIC REQUIREMENTS FOR RESPONSES

Section 14: Background

RiverCenter’s mission is to promote the Red Bank special improvement district as an all-season

destination for those seeking history, diversity, culture and entertainment. Visitors can retreat to

the New Jersey coastline for relaxation without compromising their craving for culture can join

residents and New Jerseyans alike in a walkable downtown setting.

The accessible mid-Atlantic destination welcomes guests by automobile, bus, ferry, or train to

experience the city for a day, weekend, or extended stay. Patrons are welcomed to walk and explore

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Red Bank’s art galleries, catch a show at one of its award-winning theaters and performing arts

venues, delight in a gourmet meal or casual fare, and partake in one of the many outdoor fairs and

festivals.

RiverCenter undertook a strategic planning process in 2018. The organization’s draft vision

statement and goals were presented the to the businesses and the community in October 2018

(Attachment C). In 2019, RiverCenter’s internal marketing committee will be developing an

integrated marketing plan that will align with the organization’s vision, goals, and timetables. It

is expected that the plan will be completed by mid-year for roll-out in the fall of 2019.

Section 15: Scope of Work

Red Bank RiverCenter seeks proposals from qualified marketing and public relations firms to

provide publicity and promotional services for programs and special events (Attachment ),

including, but not limited to advertising, marketing services, copywriting, graphic design and

video production; and public relations services, including but not limited to strategic message

development, strategic planning for traditional, digital and social media outreach and digital and

social media buying services.

There is a potential paid advertising and promotion spend, for all media paid and shared media,

not to exceed $85,000 annually. Historically, the organization has spends between $50,000 to

$85,000 annually to promote its events, programs and services.

The geographic market area includes:

1. Red Bank, NJ

2. The two river communities of Fair Haven, Little Silver, Middletown, Monmouth Beach,

Oceanport, Rumson, Shrewsbury Borough, and Sea Bright and the communities of

Atlantic Highlands, Colts Neck, Holmdel, and Highlands.

3. Monmouth County

4. Middlesex County

5. New Jersey

6. New York City

7. Mid-Atlantic region

Campaign Goals are:

1. Increase regional brand awareness of Red Bank

2. Increase visitation to Red Bank businesses (retail, restaurant, professional services)

3. Increase participation at RiverCenter programs and events

4. Recruit new businesses to Red Bank

5. Retain existing businesses

The campaign elements within the plan will align with RiverCenter’s mission and strategic plan.

The publicity and promotional plan will outline the strategy, tactics, programming and evaluation

methods for achieving the established campaign goals, to include but not limited to the

following:

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Assist with the development and implementation of an integrated marketing plan, to reflect

the goals and vision of RiverCenter’s Strategic Plan (to be adopted in the Fall 2018).

Marketing/Advertising

• Optimize paid, owned, and shared media assets

• Develop design concepts for all proposed collateral (print, broadcast, digital, online

advertising, emails, etc.).

• Create or update collateral (see Attachment E for example)

• Develop concrete and consistent messaging for internal and external communication by

creating content, copywriting and editing.

• Create a coordinated advertising campaign, local and regional, to include a written plan,

including objectives, audience description, strategies, tactics and budgets.

• Media plans and media buys: media negotiations, meetings and correspondence related to

specific media plans/buys, such as billboards, print advertising and social media

advertising.

• Develop an integrated social media strategy utilizing the latest tools and platforms for

Facebook, Instagram, Twitter, and other emerging channels.

• Recommend design and provide templates for email newsletters for internal and external

audiences.

• Provide recommendations on the design of a new RiverCenter website Attend local

RiverCenter events to asses activities..

Public Relations

• Increase national awareness of RiverCenter’s mission and purpose.

• Create messaging the promotes RiverCenter’s brand and increases name recognition that

can be disseminated in new and prospective channels. Messaging will include taglines

and campaign slogans that will drive interaction and build excitement about

RiverCenter’s programs and services.

• Identification of RiverCenter’s external and internal markets, and strategies to target

them, individual participants and sponsors.

• Identification of strategic partnerships, and strategies on how to market them.

• Write, disseminate and pitch media advisories and press releases nationally and to target

markets. Note: RiverCenter will write most press releases and distribute to the local

Monmouth County and New Jersey media.

• Support the development of an expanded list of targeted regional media outlets with

names and contact information.

• Create publicity collateral, i.e. a marketing toolkit.

• Increase the number of special event participants.

Account Management and Reporting

• Attend local RiverCenter events and regional events to monitor consistency of campaign

elements.

• Meet with RiverCenter staff as needed for the purpose of carrying out initiatives

• Provide weekly status reports, or as otherwise requested, to RiverCenter updating the

progress of all projects.

• Provide pre-production cost estimates for the development of collateral.

• Provide monthly, quarterly and annual performance and cost analysis.

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• Develop analytical data reports and key performance initiatives in collaboration with

RiverCenter leadership to measure the overall effectiveness and performance on a

monthly basis.

• Create cost schedules for paid media expenditures and other related costs, and submit to

RiverCenter for approval.

• Attend RiverCenter’s Annual Meetings

Part III: PROPOSAL REQUIREMENTS

Section 16: Proposal Contents & Format

The Proposer’s proposal must include the following items, noted with the appropriate heading, as

indicated below. If the respondent is proposing as a team or joint venture, provide the same

information for each member of the team or joint venture.

• Proposal Section A Agency questionnaire – The agency shall complete the attached

Agency Questionnaire (Attachment A) in its entirety and include it without substitutions

or additions. Proposals that are submitted without responses to the questionnaire will not

be considered.

• Proposal Section B Understanding of Work and Plan for Providing Services – The

agency must provide a detailed description of its understanding of the services to be

provided with descriptions of the approach, methodology, and procedures they will

employ with RiverCenter. This section should also focus on any analysis of

RiverCenter’s past marketing and public relations work, current state in the market,

creative engagement ideas or concepts and activation ideas for reaching RiverCenter’s

target audience. It should also detail out strategies for earned vs paid media coverage.

• Proposal Section C Experience and Qualifications – The agency must describe the

skills and qualifications it has available to perform the various types of tasks described in

the Scope of Work. The key personnel who could be assigned to these various tasks must

be identified. The agency must demonstrate that it has sufficient personnel with the

various types of skills needed to staff the purchase orders when needed. The agency shall

provide all of the following information concerning its company, subcontractor and

personnel qualifications. If more than one firm is involved in this project, state the type of

arrangement between the firms and the percentage of work to be performed by each.

• Proposal Section D Measurement of Success – The agency must detail any reporting

systems used and how success is measured. Any tracking systems and key metrics should

be included in detail. Examples of reports for other clients should be included in this

section.

• Proposal Section E References – The agency must submit a list of references to

include name, address, telephone number, email address, company name and project.

Budget/size of project should be included if applicable. The agency must also submit

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examples of relevant work or case studies developed for any similar projects completed

in the past. Quantifiable success rates should be included in applicable.

• Proposal Section F Staffing, Budget and Pricing Plan – The agency shall identify all

staff positions by person and actual hourly rates. Additionally, a budget breakdown of

proposed operating expenses, fees and out of pocket expenses directly related to the plan

and services referred to in Section B.

• SIGNATURE PAGE – complete Attachment B.

Proposers shall submit:

• one (1) clearly marked hardcopy “Original” of their proposal response with original

signature. Proposals shall be written only on 8 ½” x 11” white paper using 10-point font

or larger, and shall be bound in a three-ring binder.

• one (1) clearly marked PDF copy of the original proposal response to

[email protected].

Proposer may also submit work samples, such as video, PDFs, websites, etc., on a memory stick

(flash drive), in a sealed envelope no later than the deadline stated above.

Section 17: Proposal Submission

Proposers must submit their proposals to Red Bank RiverCenter by 5 p.m., November 20, 2018.

A hardcopy proposal must be mailed in a sealed envelope to RiverCenter and a PDF must be

emailed to the address below. Proposals submitted in response to this request must meet all

requirements in this RFP, as stated in Section 2 Eligibility for Proposers, to be considered for

selection. Fax proposals will not be accepted under any circumstances.

Delivery Address:

Attn: RFP Marketing/PR 2019

Red Bank RiverCenter

140 Broad Street

Red Bank, NJ 07701

[email protected]

Red Bank RiverCenter is open 9 a.m. to 5 p.m., Eastern Time, Monday through Friday,

excluding holidays. A RiverCenter staff member will time/date stamp all incoming proposals on

the date/time received as evidence of timely submission. Email submissions will be

acknowledged by email.

Proposal materials related to this RFP submitted after 5 p.m., ET, November 20, 2018 will not be

considered. All proposals submitted will not be returned.

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ATTACHMENT A

RFP Marketing Services / Public Relations Services Questionnaire

Please complete the following questionnaire providing as much relevant information as possible

at this stage in the process. Incomplete questionnaires will not be considered.

Company Information

1. Company name:

2. Registered company address:

3. Location of office(s):

4. Number of employees:

5. How many years has your company been in business?

6. Company lead contact (for this project):

7. Job title:

8. Lead Contact phone number:

9. Lead Contact phone email:

10.

Questions

11. Does your company have any clients in the not-for profit and/or travel and tourism

industry? If yes, please specify.

12. What relevant digital technology is your agency proficient in?

13. What digital tools do you typically utilize?

14. How does your agency assure client satisfaction?

15. Does your company have any conflict of interest or other ethical conflicts with Red Bank

RiverCenter or Red Bank VisitorsCenter?

16. Does your company have any current or outstanding lawsuits?

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ATTACHMENT B

RFP Marketing Services / Public Relations Services

Signature Page

By submitting a proposal for Marketing / Public Relations Services, Proposer(s) represents that:

If awarded a contract in response to this RFP, Proposer(s) will be able and willing to execute a contract

with the understanding that the scope and compensation provisions will be negotiated and included in the

final document.

If Respondent(s) is a corporation, Respondent(s) will be required to provide a certified copy of the

resolution evidencing authority to enter into the contract, if other than an officer will be signing the

contract.

If awarded a contract in response to this RFP, Respondent(s) will be able and willing to comply with the

insurance and indemnification requirements set out in RFP Sections 14.

If awarded a contract in response to this RFP, Respondent(s) will be able and willing to comply with all

representations made by Respondent(s) in the proposal and during Proposal process.

Respondent(s) agrees to fully and truthfully submit the RFP Marketing Services / Public Relations

Services Questionnaire form and understands that failure to fully disclose requested information may

result in disqualification of proposal from consideration or termination of contract, once awarded. (S)he

is authorized to submit this proposal on behalf of the entity.

_________________________________________________________________________________

Company/Firm(s) Entity Name

Signature: _____________________________________________

Printed Name: __________________________________________

Title: __________________________________________________

(NOTE: If proposal is submitted by a team or joint venture, an authorized signature from a representative

of each company is required.)

Co-Proposer(s) Entity Name

Signature: _____________________________________________

Printed Name: __________________________________________

Title: __________________________________________________

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ATTACHMENT C

Draft - RiverCenter Vision Statement Subject to approval by the Red Bank RiverCenter Board of Directors

Located along the historic and scenic Navesink River, Red Bank’s central business district

is New Jersey’s premier year round destination and the most sought after, sophisticated

and stylish business address, convenient to New York City, Philadelphia and the Jersey

Shore. This riverside gem’s clean, safe and multi-faceted downtown serves a

simultaneously discerning and increasingly diverse customer base of residents, employers,

workers and visitors who make the most of Red Bank’s:

• Re-imagined & Reinvigorated Riverfront Building on its historic connection to the river and proximity to the Atlantic Coast, Red Bank’s re-

imagined, redeveloped and reinvigorated riverfront provides year-round recreational and leisure-time

access to the Navesink River. As a ribbon of green along the river, the banks of the Navesink provide

both active and passive sites, attracting the local community and tourists alike, and providing a place

for the community to gather and an opportunity for boating, riverfront dining, living and water-based

recreation.

• Regional Center for the Arts & Creativity

Anchored by the Count Basie Center for the Arts and Two River Theaters, Red Bank’s central business

district is the heart of the arts, entertainment and creative community in New Jersey, easily rivaling

the largest cities along the east coast. With a strong supporting cast of galleries, arts-related shops,

live music settings and smaller performance venues, the downtown is a destination for both patrons of

the arts and those artists, both visual and performing, looking for a place to set up shop and call Red

Bank home.

• Place for Unique Dining & Shopping Experiences

Red Bank’s shopping and dining venues provide both local and regional customers with the finest

choice of quality retail establishments and a delectable menu of casual to fine dining experiences.

International cuisines from Europe, Asia and the America’s side-by-side with coffee houses, dessert

shops, delis and more solidify Red Bank’s position as New Jersey’s foremost dining mecca. Fashion,

jewelry, home décor, a famed antiques district and a growing number of experiential businesses make

Red Bank a chic destination for those seeking the unique goods and experiences.

• NJ Transit Village

Capitalizing on its historic and architecturally significant train station, and convenient and accessible

commute to the greater New York metropolitan area, Red Bank’s central business district employs the

“Complete Streets” philosophy (creating streets that are friendly to pedestrians, bicyclists, commuters

and motorists alike) to make the downtown a commuter and pedestrian’s dream. Coupled with a

progressive parking improvement campaign, Red Bank’s core is a sanctuary for those seeking a high-

quality residential venue

• Center for Health and Wellness

For those seeking well-being and good health, the Red Bank central business district provides residents

and visitors with a host of healthy lifestyle choices. The presence of the Riverview Medical Center

serves as a high quality medical and wellness hub for this section of New Jersey and enhances the

regions quality of life.

• Center for Financial Services

Red Bank’s significant, regional disposable income and proximity to major centers of trade and

commerce make the central business district New Jersey’s largest and most dynamic hub for banking

and financial services.

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ATTACHMENT D

2019 Red Bank RiverCenter Special Event list (updated 10/23/2018)

Red Bank Wedding Walk: Sunday, March 24 10 a.m. to 3 p.m. Various Red Bank locations

New Event: Red Bank Style Week: Thursday, April 7 to Saturday, April 16 times vary Various Red Bank retail locations. Objective: To raise awareness for Red Bank design and fashion retail establishments.

9th Annual International Beer, Wine & Food Fest: May 5 (no rain date) White Street Parking Lot noon to 7 p.m.

StreetLife: Every Saturday evening, June 1 to August 31 6 to 9 p.m. Various Red Bank sidewalk locations (14 weeks)

Sunday in the Park with the NJ Symphony: Sunday, June 30 8 p.m. Marine Park

Red Bank Food & Wine Walk: July 21, Aug. 18, Sept. 15 & Oct. 20 2 to 5 p.m. Various Red Bank restaurant

65th Annual Sidewalk Sale: July 25, 26 & 27 store hours Various Red Bank retail locations

10th Annual Red Bank Guinness Oyster Festival: Sept 29 (Rain Date October 6) White Street Parking Lot noon to 7p.m.

New event: Dinner on Broad Street: Sept XX (Rain Date ?) High ticket event showcasing restaurants and farm to table. Broad Street noon to 7p.m.

27th Annual Holiday Express Concert/Red Bank Town Lighting: Friday, Nov. 29 Town Lighting & Santa Express – Train station to Broad Street 7 p.m.

Small Business Saturday: Saturday, Nov. 29 store hours Various Red Bank retail locations

Holiday Happenings in Red Bank Various downtown Red Bank locations Horse & Carriage Rides: Saturdays, Nov. 30 – Dec. 21 1 to 5 p.m. Holiday Harmonies: Saturdays, Nov. 30 – Dec. 21 noon to 3 p.m. Photos w Santa @ the Galleria: Saturdays & Sundays, Nov. 30 to Dec. 21 noon

to 4 p.m.

Winter on Broad Street: Sunday, December 8 noon to 5 p.m. Broad Street between White & Monmouth Streets

Not RiverCenter events – but we promote and have some responsibilities: Red Bank Farmers Market: Sundays, May 12 – Nov. 17 9 a.m. to 2 p.m. Organized by the The Galleria Red Bank - Corner of Bridge Ave. & West Front St. 2nd annual Red Bank Classic: Saturday, June 16 8:30 a.m. to noon 5K, Kid’s Fun Run & Fit Fest produced by Red Bank Business Alliance

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ATTACHMENT E

Sample Event Collateral list

EVENT COLLATERAL LIST

Wedding Walk

Int'l BWF Fest StreetLife

Item Size

Event logo yes yes yes

Website Event Banner - Horizontal 2" x 6.5"

72dpi yes yes no

Website Event Banner - Vertical 2" x 6.5"

72dpi yes yes yes

Website Event Square 72dpi yes yes yes

Facebook Banner yes yes no

Facebook Square for boosting yes yes no

Facebook Event yes yes yes

Instagram Square yes yes yes

Twitter Banner yes yes no

Display Ad-Online 300 x 250

.jpg yes yes yes

Display Ad-Online banner yes yes no

Display Ad-Print Vertical Varies yes yes ?

Display Ad-Print Horizontal Varies yes yes ?

Poster- Print 11" x 17" yes yes yes

Rack Card / postcard yes yes no

Brochure yes no no

Mailer - EDDM no no no

Lawn Signs 18" x 24" yes yes no

Street Banner yes yes no

Street Banner Rider no yes no

Pole Banner yes yes no

Pole Banner Rider yes yes no

Sidewalk Sticker yes no no

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