marketing

Agency: State Government of Virginia
State: Virginia
Type of Government: State & Local
NAICS Category:
  • 541613 - Marketing Consulting Services
Posted Date: Jul 1, 2020
Due Date: Jul 14, 2020
Solicitation No: RFP 21-04-1
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RFP 21-04-1
  • marketing
  • Status: Open
  • Time Left:12 days, 17 hours
  • Closing: 7/14/20 3:00 PM
  • Issued: 7/1/20 3:00 PM
  • Last Amended:
  • Buyer:Heather Hall
  • hallhm@montgomerycountyva.gov
  • 540-382-5784

  • Issued By:Montgomery County
  • Type:Request for Proposals (RFP)
  • Category:Non-Professional Services - Non-Technology
  • Work Location: 755 Roanoke St, Christiansburg, VA
  • Web Address:
  • Pre-Bid Conference:
  • Open Responses:
  • Description:Integrated Marketing Campaign for Montgomery County Regional Tourism Program

Attachments
Attachment Size Description Posted On Type
RFP21-04.pdf (260.1 KB) 07/01/20 Solicitation

Attachment Preview

Request for Proposal (RFP)# 21-04
for
Integrated Marketing Campaign for Montgomery County
Regional Tourism Program
Issue Date: July 1, 2020
Proposal Due Date and Hour: July 14, 2020, 3:00 p.m.
Montgomery County Purchasing Department
755 Roanoke Street, Suite 2C
Christiansburg, VA 24073-3179
TABLE OF CONTENTS
Request For Proposal Number 21-04
Integrated Marketing Campaign for Montgomery County Regional Tourism Program
Section # Description
Page Number
I
Purpose.......................................................................................................
1
II Background.................................................................................................
1
III Statement of Need ......................................................................................
1
IV Proposal Preparation and Submission Requirements.................................
4
V Evaluation and Award of Contract ..............................................................
6
VI Reservation of Rights ......................................................................................
6
VII Contract Administration...............................................................................
6
VIII Payment Procedures........................................................................................
7
IX Contract Period................................................................................................
7
ATTACHMENT A: Terms and Conditions
ATTACHMENT B: Montgomery County Standard Contract (sample)
COUNTY OF MONTGOMERY, VIRGINIA
RFP # 21-04
ISSUE DATE: JULY 1, 2020
Integrated Marketing Campaign for Montgomery County Regional Tourism Program
(TO BE COMPLETED AND RETURNED)
GENERAL INFORMATION FORM
QUESTIONS: All inquiries for information regarding this solicitation should be directed to: Heather
M. Hall, C.P.M., Procurement Manager, Phone: (540) 382-5784; faxed to (540) 382-5783, or e-mail:
hallhm@montgomerycountyva.gov
DUE DATE: Sealed Proposals will be received until July 14, 2020, up to and including 3:00PM.
Failure to submit proposals to the correct location by the designated date and hour will result in
disqualification.
ADDRESS: Proposals should be mailed or hand delivered to: Montgomery County Purchasing
Department, 755 Roanoke Street, Suite 2C, Christiansburg, Virginia 24073-3179. Reference the
Due Date and Hour, and RFP number in the lower left corner of the return envelope or package.
COMPANY INFORMATION/SIGNATURE: In compliance with this Request For Proposal and to all
conditions imposed herein and hereby incorporated by reference, the undersigned offers and agrees to
furnish the services and goods in accordance with the attached signed proposal or as mutually agreed
upon by subsequent negotiation.
Full Legal Name (print)
Business Name / DBA Name / TA Name and Address
Federal Taxpayer Number (ID#)
Payment Address
Contractor’s Registration
Purchase Order Address
Contact Name/Title
Telephone Number
Fax Number
Signature (ink)
Toll Free Number
Date
E-mail Address
COUNTY OF MONTGOMERY
RFP# 21-04
Integrated Marketing Campaign for Montgomery County Regional Tourism Program
I PURPOSE: The intent and purpose of this Request for Proposal (RFP) is to establish a contract through competitive
negotiation for an integrated marketing campaign for the Montgomery County Regional Tourism Program. Desired active run
period for this campaign is September 2020-June 2021. This campaign plan will be built and delivered in a cohesive manner
so that visitors of Montgomery County find consistent and relevant content with all media working in an integrated manner
(i.e. social media, blog, website, etc.).
II BACKGROUND:
The Montgomery County, Blacksburg, Christiansburg Virginia Regional Tourism office is seeking an agency to create,
develop, and implement an integrated marketing campaign to run from September 2020-June 2021.
Montgomery County is one of four counties and one city that makeup Virginia’s New River Valley. It lies between the
Alleghany and Blue Ridge Mountains in southwest Virginia. The Weldon Cooper Center estimated the population of
Montgomery County in 2018 at 99,433 which includes two incorporated towns, Blacksburg and Christiansburg. Perhaps
best known for Virginia Tech, Montgomery County has a mix of beautiful rural landscapes, outdoor recreation and leisure
activities, arts and culture attractions, and a small town feel with big town amenities. The proximity of Interstate 81 and
Highway 460 increases the desirability of this mid-Atlantic mountain destination because of accessibility, for most of the
nation’s population, within a day’s drive.
The Montgomery County Regional Tourism Office was created in 2011 and serves the county along with the towns of
Blacksburg and Christiansburg. An Executive Director was hired in 2012 and the first strategic tourism plan was approved
in May 2013. Work is currently underway for the delivery of an updated strategic tourism plan for FY 21-23. The program
continues to build upon the “Go to town!” brand which was launched in 2015. The marketing plan includes traditional
marketing elements such as: print, radio, broadcast, earned media, direct marketing through trade and consumer shows and
sales missions. In the past several years, more focus has been placed on digital and online media including a website, social
media channels, and digital advertising. This will be the first truly integrated marketing campaign in the history of the
program.
The program has collected three years (2016-2018) of consumer data (demographic and behavioral) from an annual visitor
profile study conducted each year. Other accessible research is related to the economic impact of visitation to the area as
commissioned by the Virginia Tourism Corporation, and the impact of Virginia Tech Football as conducted by the Virginia
Tech Office of Economic Development.
The office began this work with an agency who succumbed to the fiscal impacts of COVID-19 and will no longer be in
business. They completed concept and design for the website, competitive analysis and a Public Relations toolkit. These
will be used to build upon for completion of the integrated marketing campaign.
III STATEMENT OF NEED:
The County needs the services of a Contractor that can provide the following:
1. Concept and design an integrated marketing campaign that will run for one year (four seasons) to promote the
tourism destination to the optimum target audience(s) using traditional and modern marketing elements. This
campaign must be detailed in a written plan and shall consider all places where a consumer would interact with
the brand including visitor guides, website, social media, in-market visits and execute a cohesive program
unifying all elements. Specific messages, materials, resources, and actions must be organized for maximum
positive impact. The successful Proposer will create a unified plan and develop an annual flowchart of activity
by month for each target market and shall report on number of impressions generated for each market.
2. Design and create promotional tools used to distribute the message of the integrated campaign. These tools
include:
a. A newly created website with integration capabilities for a blog, social media channels, CRM, events
calendar, business directory, virtual visitor center (brochures) and industry log-in, concept, design,
wire frames for desktop and mobile are complete and ready to begin building the site.
Created on a platform that is easily updated and managed with a user-friendly content
management system without compromising the look and feel of the site.
Include ability to capture user data
Incorporate Search Engine Optimization and the most up-to-date standards for security,
accessibility and cookies compliance.
Setting up Analytics for website, social media and any digital communications for reporting.
Delivery of monthly and quarterly reports for the purposes of determining the performance of the
campaign, determine any needed adjustments, comparison of one period over another; by month
and season.
Deliver a plan for maintenance and hosting of site for one-year and include transition for use
thereafter.
Perform all related tasks as necessary to implement
Provide Price Estimate of Website Fees
1.
First Year Fees including building, hosting, technical support, training, and CMS
2.
Ongoing Fees (After Year 1)
a. Website Hosting.
b. Maintenance and Support in including required version upgrades to address
security and functionality.
b. Deliver a media plan and supporting articles for campaign use in targeted media and tourism-owned
spaces such as blog, social media.
Production responsibilities include but are not limited to:
Trafficking of digital files/materials to media outlets
Providing dubs of broadcast materials
Providing digital files/disks of finished material to the Tourism Department including PDF files, JPGs,
Raw files, etc., created in programs designated by County Tourism Department, Preparing advertising
materials for presentation purposes (mounting, scanning, etc.).
c. E-Mail marketing messages. Evaluate and recommend the best electronic communications product
for this use. The office conducts frequent surveys which should be considered in the evaluation.
d. Create a portfolio of professional photography for use in current and future marketing initiatives
e. Design print and digital advertisements associated with the campaign.
f. Design, monitor, analyze, and report results of all aspects of the marketing initiative
g. Recommend Revenue generating and/or Revenue-Sharing ideas to incorporate into any of these
deliverables
h. Work closely with staff to obtain approval of campaign concept and creation of tools and content to
support the campaign.
The successful Proposer shall also have the ability and experience to develop creative campaigns for implementation
on a national and in-state scale.
The successful Proposer must have expertise in developing creative targeted to consumers and travel trade
professionals such as travel agents/tour operators.
The successful Proposer shall ensure and monitor accurate and comprehensive tracking of consumers’ online
behavior and activities through all Tourism Department online channels as well as provide monthly reports on all

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