RFP - MARKETING, COMMUNICATIONS, MEDIA OUTREACH, EVENT MANAGEMENT, AND RELATED SERVICES

Alabama State Parks - Request for Proposals - Marketing, Communications, and Related Services
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SECTION 1: PURPOSE AND SUMMARY OF SERVICES
The Alabama Department of Conservation and Natural Resources (DCNR) - State Parks Division - (PARKS) requests
submissions of sealed proposals from qualified marketing and communications firms to provide the services outlined
herein as requested by PARKS.
PARKS seeks to implement a comprehensive marketing and communications strategy that promotes public awareness and
engagement, organizes special events, increases visitation, and enhances the overall brand identity of Alabama State
Parks, with the goal of increasing attendance and bolstering their economic impact to the State of Alabama.
This RFP contains a scope of services and deliverables for a fully-integrated marketing and communications firm(s)
("Offeror") to assist PARKS in creating and implementing a large-scale and cost-effective program that will engage and
inform the general public, stakeholder professionals and organizations, the media, and others. The firm(s) must be
registered in the State of Alabama and work closely with PARKS to successfully provide these services statewide.
SECTION 2: SCOPE OF SERVICES
In particular, the selected Offeror(s) will be responsible for the following:
A. Deliverable 1: News Media and Communications
The Offeror should have general knowledge of the activities of the Alabama State Parks, including familiarity with its
facilities and particularities.
The Offeror must possess the documented ability to perform the following:
* Research and analyze public opinion to assist with the development and assessment of communication
strategies and messaging;
* Conduct photography, videography, and production of TV/radio content;
* Conduct graphic design;
* Develop content for, as well as management and continuous update of, relevant websites;
* Manage and monitor social media channels;
* Implement targeted media campaigns to increase public awareness;
* Produce and edit content for internal and external publications;
* Conduct media training for senior leadership and field personnel who interact with the public or media
* Advise and/or assist in generating earned news media through strategic planning, messaging development,
and communication support for PARKS projects and activities. This component shall include:
Develop a strategic communication plan for projects or issues facing PARKS.
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Draft, review, and disseminate statements, press releases, and guest columns as needed to highlight
o
or explain PARKS' work or to address issues.
* Advise and/or assist with crisis communications. This shall include:
Develop, maintain, and properly implement crisis communication plans in response to emergencies
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and other crises.
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Assist personnel during crisis situations, including, but not limited to, planning, issues analysis, and
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development of key messaging and strategies to inform the media and public.
* Assist with planning and executing communication functions, including, but not limited to:
News conferences or informal briefings regarding events or issues
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Public meetings
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Media interviews
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Monitoring the media
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Project specific websites
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* Provide support, planning and on-site assistance with other special events, such as ribbon-cutting ceremonies
and holiday events. This work shall include, but is not limited to:
Manage communication functions and site logistics, such as guest lists, invitations, seating, equipment
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needs, and site selections
Write speeches
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Draft and disseminate event-related materials
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Coordinate with local officials and acquire needed permits, licenses, and permissions as applicable
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Manage and engage on-site media
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Conduct photography and videography services
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Deliverable 2: Community Relations
The Offeror(s) will advise and/or assist with, in close coordination with PARKS communications personnel, the
development and execution of public information and community relations efforts through print, broadcast,
digital/online earned media and/or advertising; outdoor signage; and other communication strategies to support in
educating and informing the public of the unique qualities and benefits of Alabama's State Parks system.
The Offeror must possess the documented ability to perform the following:
* Assist in planning and implementing fact-based public information activities in support of the public
involvement process associated with the work of Parks;
* Provide recommendations regarding communication with the public;
* Provide support for special projects, programs, and initiatives;
* Work with PARKS to create outreach and education materials that facilitate broad engagement and provide
relevant and meaningful information to the public;
* Help leverage a variety of communications media, including but not limited to:
Advertisements, op-ed pieces, and public service announcements using print, digital, and other
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distribution platforms
Informational materials such as fact sheets, brochures, signage, and mailings
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Content for website and social media
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Press events
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Utilize community anchor institutions and partner organizations to help promote and distribute
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outreach and education materials
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Deliverable 3: Special Public Events
The Offeror must possess the documented ability to perform the following:
* Conceptualize, plan, schedule, coordinate, execute, and manage special public events, including securing
artists and entertainers for holiday celebrations, music festivals, and educational and cultural programs. The
Offeror shall fully assist with all aspects of event logistics and support overall event execution.
SECTION 3: CONTRACT TERM
Length of Contract. DCNR anticipates entering into a contract(s) with the selected Offeror(s) for up to a two-year (2) year
period. Such contract(s) may be renewed or extended for up to an additional two-year period, and a final year, for a total
of 5 years as allowed by law and upon written agreement of parties. ADCNR may terminate or modify a contract(s) at its
discretion upon the provision of advance written notice to Offeror. Contract(s) must be reviewed and approved by the
Chief Procurement Officer, the Contract Review Committee, and the Governor.
SECTION 4: CONTENT REQUIREMENTS
In order to be considered complete, a proposal must contain the following:
1. A Cover Letter expressing interest.
2. A general plan for the administration of a statewide Communications
support/marketing/communications/community engagement services addressing the scope of services/deliverables
identified herein.
3. A detailed description of strategies and methodology, including any relevant best practices or examples.
4. The expected timeline and tasks involved in its general plan over a 24-month period.
5. Documented experience to undertake the work expressed herein. Examples should include the following details:
a. Identify successful coordination of communication projects.
b. Show at least three (3) years of experience with executing communication campaigns using a variety of
communication media and covering diverse communities.
c. Letters of reference from three (3) previous customers or clients within the last five years knowledgeable
of the Offeror's performance in providing services similar to the services described in this RFP with a
contact person (telephone and email address) for each reference.
d. A description of any experience working with government entities, community organizations/anchor
institutions, or other relevant clients.
6. A statement of expected cost to execute the general plan within the proposed initial award term of 24 months, broken
down in two periods of 12 months each. Specifically, outline what level of service would be provided and the cost
associated both monthly and annually.
7. Supporting documentation. A Proposer must provide the following forms with its Proposal:
a. Vendor Disclosure Statement - AL_Vendor_Disclosure_Statement.pdf
b. Certificate of Compliance - Certificate_of_Compliance.pdf
c. E-Verify MOU (all pages needed) - Enrolling in E-Verify | E-Verify
d. W-9 (current)
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SECTION 5: ANTICIPATED SCHEDULE OF EVENTS
The following RFP Schedule of Events represents PARKS best estimate of the schedule that will be followed. PARKS reserves
the right, at its discretion, to adjust this schedule as necessary. Notification of any adjustment to the Schedule of Events will
be provided via t to the STAARS website: https://procurement.staars.alabama.gov.
EVENT DATE
Deadline for Submitting Written Questions by 12:00 PM (NOON) Central Time May 13, 2026
DCNR's Responses to Questions (posted on STAARS website) May 21, 2026
Deadline for Submitting Proposals to DCNR by 2:00 PM Central Time May 28, 2026
SECTION 6: QUESTIONS
The RFP Coordinator is the designated contact to receive questions and inquiries via e-mail by 12:00 PM (NOON) Central
Time, May 13, 2026. The RFP Coordinator will review the questions with PARKS staff and provide an official written answer
to all questions received, which will be posted to the STAARS website: https://procurement.staars.alabama.gov.
Communications that result in a significant change to the RFP may be listed as an amendment. Questions or inquiries
regarding the RFP will be considered only when submitted as directed by the provisions of this RFP. All communications
must conducted via e-mail to the RFP Coordinator at the e-mail address noted below. The RFP Coordinator is:
Sarah Wood at Sarah.Wood@DCNR.Alabama.gov
Subject Line: PARKS Communications RFP
Questions and answers will be posted to the STAARS website at https://procurement.staars.alabama.gov. The deadline
for submitting written questions/inquiries is by 12:00 PM (NOON) Central Time, May 13, 2026. This RFP and all notices,
amendments, questions/answers, and public communications regarding this RFP will be posted on the following website:
https://procurement.staars.alabama.gov. It is the responsibility of the interested party to regularly check the website
for information and updates.
SECTION 7: SUBMISSION FORMAT
Interested parties must submit a SEALED PROPOSAL no later than May 28, 2026, at 2:00 PM CST. OFFERORS
must submit three (3) signed original hardcopy proposals AND one (1) electronic copy USB flash drive of the entire
Proposal to the RFP Coordinator, Sarah Wood, in a sealed package. Proposals are to be submitted by U.S. Mail,
Overnight Courier, or in person to:
Attn: Sarah Wood
PARKS Communications - RFP Number: DCNR-ASP-4-26
Department of Conservation and Natural Resources
64 North Union Street, Room 538
Montgomery, AL 36130
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Section 8: EVALUATION CRITERIA Offers will be scored using the following weighted criteria:
Weight
Evaluation Category Description
(%)
The responsiveness and comprehensiveness of the proposed general plan, including the
1. Comprehensiveness description of the expected timeline and tasks involved in the scope of 40%
service/deliverables identified over a 24-month period.
The methodologies/strategies the Offeror plans to employ as part of the program,
2. Strategy 25%
including any relevant best practices or examples.
3. Experience,
Proof of Offeror's experience, as well as the technical, financial, personnel, and managerial
Resources/Capacity,
resources to complete its proposed program within the initial award term. Quality of 25%
References and Past
references and history of performance on similar past projects.
Performance
The evaluation of the Offeror's expected cost to execute the proposed program within the
4. Cost 10%
initial award term.
SECTION 9: RESERVATIONS
1. Disclaimers: This RFP does not constitute or guarantee a subsequent offer to contract. Rather, this RFP seeks the receipt of
submissions from qualified and duly licensed respondents with which ADCNR may use to form the basis for the negotiation of a
contract(s) at its sole discretion. DCNR reserves the right to cancel or modify this RFP; to award to multiple Offerors; to award by
item, groups of items; to divide the award; to reject any and all offers in whole or in part, and to waive any informality or technical
defects if, in its judgment, the best interests of DCNR and the State of Alabama will be served. PARKS may seek clarification of the
proposal from Offeror at any time, and failure of the Offeror to timely respond may be cause for rejection. Clarification is not an
opportunity to change the proposal. The submission of a proposal confers on Offeror no right of selection or to a subsequent
contract. This process is for the benefit of PARKS only and is to provide PARKS with competitive information to assist in the selection
process. All decisions on compliance, evaluation, terms, and conditions will be made solely at the discretion of PARKS and made to
favor the State of Alabama.
SECTION 10: MISCELLANEOUS
1. Protest Period. A Notice of Intent to Award to the Consultant(s) selected will be issued. A qualified Consultant(s) aggrieved in
connection with the solicitation of a contract may protest to the Chief Procurement Officer. See generally State of Alabama
Department of Finance Administrative Code Regulations at administrative-code-355-4-1-01-thru-06.pdf (alabama.gov).
2. Alterations: PARKS reserves the right to alter any deadlines or revise any part of this RFP by issuing an addendum to the PARKS at
any time. Addenda, if any, will be posted on DCNR and STAARS websites. It is the responsibility of the interested Offerors to check
the STAARS website for addenda. PARKS reserves the right to request clarification of information submitted and to request additional
information of one or more Offerors.
3. Errors and Omissions in Proposal: PARKS reserves the right to make corrections or amendments due to errors identified in
proposals by PARKS or by the Offeror. PARKS, at its discretion, has the right to request clarification or additional information.
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