Marketing/Advertising Request for Proposal (RFP ENVCT1801)

Transcription

1 London N. Breed Mayor Deborah O. Raphael Director Marketing/Advertising Request for Proposal (RFP ENVCT1801) RFP Key Points, Questions and Answers, and Handouts from Pre-Proposal Conference on August 15, 2018 RFP Key Points 1. Please submit your proposals on time. The new extended deadline is September 17, 2018, 5:00 pm PT. 2. We strongly prefer electronic submissions to But due to the transmission size restriction, we also allow physical delivery of a USB drive - instructions on how to deliver one are on page 5 of the RFP. 3. Section III.D., Submission Requirements Content, lists all the elements we are requesting. This is not an all-inclusive list, but please pay attention to the following: Use Appendix D as a template for your Statement of Intent/Executive Summary. This contract has subcontracting requirements; please provide draft Memorandums of Understanding (MOUs)/Letters of Cooperation (LOCs) with your partners. Please make sure your references are willing and able to respond to a reference check request. References may not include current SF Environment (SFE) staff, or staff employed by SFE within the last year. The Fee proposal has 2 parts: (1) Hourly rates for the four positions listed in Appendix C; and (2) Expanded list of rates that includes all other team members and proposed subcontractors. Provide loaded labor rates (include overhead, indirect, etc.) 4. Please adhere to prescribed page maximums. 5. For more information about the City s standard RFP and Contracting process, please refer to Sections 5 through 8 of the RFP and Appendices A and B. 6. Contact Lupe Arreola, at lupe.arreola@sfgov.org, with any questions about this RFP s Local Business Enterprise (LBE) requirements up until the submission deadline. The LBE subcontracting requirement for this RFP is 7% if a bidder completes the Good Faith Outreach requirements. The LBE subcontracting requirement is 9.45% if a bidder chooses to waive the Good Faith Outreach provisions. Please refer to the CMD Pre-Proposal Handout (attached) for more details. San Francisco Department of the Environment 1455 Market Street, Suite 1200, San Francisco, CA Telephone: (415) Fax: (415) environment@sfgov.org SFEnvironment.org Printed on100% post-consumer recycled paper.

2 Questions 1-27: General RFP Questions Q1. Can you share the list from this pre-bid? Yes. Attached at the end of this document is the sign-up list, with each individual s name, organization, and contact. We have also identified whether they are listed as an LBE in the Contract Monitoring Division s directory (as of 8/22/2018.) Q2. Could you clarify if the budgets shared include media spend dollars, or just the associated services with media planning, buying, etc.? Budgets include media spend dollars. Q3. Many subcontractors like printers don t have straight rates. How would we include them in our fee schedule? Please provide an appropriate unit of measure (e.g., cost per 1000 pages, printed color both sides, 100% recycled content paper) and rate schedule. We just want to understand the cost basis of your subcontractor s work. Q4. Regarding the Fee Schedule according to Appendix C, per instructions in 2c, is the proposer only submitting hourly rates for the 4 positions listed and then, per 2d, expanding the same list to include all other team members and subcontractors? Yes this is correct. Please submit two fee schedules, one exclusively for the 4 positions listed in Appendix C, and one that expands that list to include all other team members and subcontractors. Q5. Can the chosen agency, when implementing a campaign, earn G&A or a fee on media purchases, such as 15% of total spent, in addition to compensation for labor to prepare and manage campaigns? How should media commission be reflected in the full fee schedule? Possibly. For the purposes of the proposal, please provide your typical/average commission rate. Fees, incidental, and miscellaneous charges are negotiated between the department and the contractor per project and detailed in each project s task order. Q6. You mentioned submitting draft MOUs/LOCs for subcontractors. Some of our subconsultants are less sophisticated - will s suffice? We prefer draft agreements, but yes, s demonstrating collaborative intent would suffice. Q7. For proposed subcontractors or partnerships, are there templates or provided forms for the MOUs/LOCs? No, we do not have any templates or forms. Because we are only looking for draft MOUs/LOCs, these can simply be signed statements that touch on the basics of a partnership, should your firm receive a contract award. Q8. Do we need references for subcontractors? No, it isn t necessary. You may of course submit them but please keep in mind that there may be a disadvantage to excessively long proposals. Q9. For Section IIID., Item 1d., Previous Project Examples, please confirm completed projects can also be in-progress and/or ongoing work. Completed projects cannot be in-progress/ongoing work. Page 2 of 7

3 Q10. With regards to the hypothetical assignment in the RFP are you looking for budget recommendations for media buys, and should we also include labor costs in the $100,000? Yes to both. We want a solid understanding of what your process and strategy are in approaching a project. We want to know how you manage the different parts and phases of a project design, assigning tasks, implementation, etc. Q11. Please confirm that the hypothetical plan budget of $100K is inclusive of media and any labor costs associated with our recommended plan. Yes, $100k is inclusive of all costs associated with your recommended plan. Q12. How do we price a web component (such as a landing page) for the hypothetical project about banning straws? We have a web team so there is no need to price a web component. Q13. Will the example project in the RFP come up in the oral questions (interview)? Can you clarify whether the hypothetical project provided for the oral interview (page 9 of 19) is just an opportunity to present our Straw Ban plan in person, or if this will be a second assignment? This will be an opportunity to walk us through your proposed approach to the Straw Ban. Per the RFP, we will provide details about the oral interview 5 business days in advance. Q14. For the written/oral proposal s Hypothetical Project Example do you prefer to see creative ideas developed within the proposal, i.e., original copy, graphics, video, etc., as an investment by the bidder? We are looking to better understand your process for creating campaigns. Creative and/or copy is optional. Q15. In the proposal, do you want us to provide metrics of success that we think would work? Yes. We are asking you to give us what you think would be good metrics to determine the success of your proposed campaign. Q16. Can our proposal contain links to video, graphics, etc. on the web? You may include links. but please keep in mind that external media essentially lengthens your proposal, and that there may be a disadvantage to excessively long proposals. Q17. Will a surety bond be required and, if so, for what amount? No surety bond is required for this RFP. Q18. It was mentioned that the evaluation would be scored by a panel, can you share who is on the panel? Meaning internal employees of the Department or others? We cannot share names of panelists until all contract awards are finalized. No more than 50% of the evaluation panel will be internal (employees of SF Environment.) Page 3 of 7

4 Q19. Can out of state businesses apply? We do not restrict your primary place of business, but there may be practical concerns around the cost of doing business (we expect our partners to meet with us regularly while projects are happening), and response time to us and/or local subcontractors. But there is an exception: if you go to page 2 of the RFP, we mention our Administrative Code Chapter 12X, which prohibits us from entering into contracts with companies headquartered in states with discriminatory policies against the LGBT population. These currently include: Alabama, Kansas, Kentucky, Mississippi, North Carolina, Oklahoma, South Dakota, Tennessee, and Texas. For more information, please visit: Q20. Can companies from Outside the USA can apply for this? We do not restrict companies from outside the US from applying. However, this may complicate the process of becoming an approved supplier with the City and County of San Francisco, which is required in order to receive a contract award. Q21. Can we still apply if we weren t able to attend the mandatory pre-proposal conference? Unfortunately, no, you cannot participate as a prime contractor if you did not have a representative from your firm at the mandatory pre-proposal conference. However, there may be opportunities to subcontract with an eligible potential bidder. Q22. How many firms are you looking for? We don t have a particular number in mind. We are looking to expand our talent pool. In the application process, we will select 8 firms for phase 2, and from there, we will make our selection. Q23. If multiple agencies are selected, how is the work distributed? Do the agencies need to pitch the individual work throughout the year or does someone from the Department determine which agencies get which work? Work is distributed by the department, based on the needs of each project. In a few cases, agencies may be asked to provide a brief pitch for a project. Q24. Can you share names of incumbents, and are they eligible to bid on this RFP? Yes, agencies that currently have contracts with us and that attended this conference last week included O Rorke, Better World Advertising, and Most Likely To. They are eligible to bid. Q25. How many agencies have you asked to participate? Incumbent agencies, and a few others that might have the creativity we seek were contacted. We advertised in the SFExaminer. We are always open to new talent, and anyone who attended our Pre-Proposal Conference can choose to participate in this solicitation. Q26. Is this marketing RFP the only one for the next 2 years? Historically, we re on trend to issue one every two years or so, but this is dependent on need, so there s no guarantee as to when the next one will be released. Q27. I wanted to check in with you about our current company size and set up in the context of this proposal. We have 2 people full-time, 3 part-time contractors, and a dozen subcontractors who work with us on a project basis. Company size is not an issue. We value input from all our partners, which comprise of firms of all sizes. Page 4 of 7

5 Questions 28-39: Department and Project Questions Q28. Does the Department of the Environment have creative autonomy or are decisions dictated by the City (at a higher level)? We essentially have creative autonomy. However, depending on the funding source of a program or project, there may be certain requirements (i.e. acknowledging funding source by incorporating a logo.) We always aim to be respectful of our partners, particularly when the scope of a project crosses over into their subject territory. Q29. For media buying, do you expect radio and TV spots? Sure. We use just about every type of media. Q30. Do you have defined metrics of success, or a system in place, to gauge effectiveness of your marketing efforts? Because we have such a diversity of specific and unique audiences in San Francisco the metrics of success for each campaign are very different. You would be working closely with department staff to determine what metrics would fit each campaign. Q31. Is there a place where we can access past campaigns? Can you please direct us to examples of messaging you produced over the last two years? You can find elements of some campaigns/messaging on our website, but we don t have a central repository for all our past campaigns. Q32. Can you discuss more about how climate action relates to the Department s goals? Is this a campaign or project? Climate Action, our goals, really refers to the framework/strategy for our mission. Because we have so many programs and initiatives, we need an umbrella term. Q33. Would something like developing climateaction.org be a typical example of a campaign? No, we have a separate team and set of contracts for our web development. However, developing messaging for a website might be an example of campaign work. Q34. Among each of the climate action goals (Zero waste, 80% sustainable trips, and 100% renewable energy), does any one of them have higher priority than the others? No, they all have equal weight. Q35. Which of the climate action goals has the longest way to go? Our goals used to be , but we ve already surpassed 50% sustainable trips so we re working toward 80. Zero waste is a catch-all that includes reducing consumption and encouraging re-use. We have a lot of work in all these categories, but really, we measure progress in the many subgoals we establish. Each of the three goals are challenging in their own way, so there isn t a definitive answer to this question. Q36. Were words listed as no-fly on the slide - was that just a joke? Yes. Page 5 of 7

6 Q37. What are the annual budgets--i see typical campaign budgets, is that for each or annual budget? Annual budget varies, but we typically spend between $1 and $2 million each year. In the RFP, we provided the typical budget range per campaign ($50,000 to $300,000 per campaign). Q38. How much was actually spent on communications work with outside agencies under the last pool of a similar kind, during what period, and with whom? In 2017, we awarded two, three-year, full service advertising contracts from a 2016 RFP to Fenton Communications and Citizen Group. So far, we have slated $300,000 and $500,000 in campaigns, respectively, to them. Q39. Of a $300,000 campaign, how much of that budget might typically be revenue to the agency? Depends on the type of campaign and the agency s project approach. Workplan and budget are negotiated between the department and the contractor per project and detailed in each project s task order. Question 40-47: Local Business Enterprise (LBE) Questions Q40. If the work assigned will be similar to what was shown in the presentation, how can we meet the 7% LBE subcontracting goal if we can do all of the work internally? We expect that you will subcontract out some work that you are capable of doing. The LBE goal is a requirement and was built to give opportunities to local small businesses. To give a broader perspective, the city s default is 20%. Due to the nature and typical scope of work, we were able to negotiate a 7% goal for this solicitation. Perhaps what would be helpful is some examples of how some of our past partners have successfully met their LBE goals. Very relevant categories of work have included mailing, translation services, photography, food/catering services, and facilitators of focus groups. The Department and the Contract Monitoring Division (CMD) can work with you to find LBE-appropriate work for your projects. There is no limit to just the LBE work categories advertised in this RFP (marketing/advertising); we encourage creative use of LBE categories. San Francisco has LBEs certified for all types of services. Q41. What can we do if there aren t very many LBEs who can buy media? There are LBEs that can buy media. There are also opportunities to use LBEs for services beyond media buying such as printing, translations, photography etc. Please refer to Q42. Do you need to assign a specific percentage to each LBE listed in proposal? We are asking you to assign percentages based on your perceived needs regarding categories of work from LBEs, but because these are as-needed marketing/advertising services, these percentages are allowed to change throughout the course of a contract based on actual needs. Q43. If the prime bidder is an LBE themselves, are they exempt from the LBE requirements outlined in this RFP? No. All prime bidders must subcontract at least 7% to LBE firms. A prime bidder that is an LBE themselves cannot count its own work toward the 7% subcontracting requirement, but can count its own work toward meeting the required Good Faith Outreach exception. To be absolutely clear, if the prime bidder is an LBE looking to meet Page 6 of 7

7 the minimum subcontracting requirement, the bidder must subcontract 7% to other LBEs, but can count their own work for the remaining 2.45% needed to waive the Good Faith Outreach requirement. Q44. If there were LBEs here [at the pre-bid conference], can they be identified on the list when it is sent out? Yes, please see the attendance list provided. Please remember that it is a proposer s responsibility to confirm that an LBE is certified at the date and time that a proposal is due. Q45. Must LBE subs be exclusive or can they submit on multiple teams? LBEs may be a subcontractor on the proposal of more than one prime contractor. Q46. We have at least a dozen subcontractors (illustrators, photographers, videographers, 3D animators, copywriters) who work with us on a project basis. In our case, the share of subcontracting will easily go over 7%, if not 20%. We just wanted to check in about our administrative requirements as a first step Because these are as-needed and project-based contracts, we have historically found that firms tend toward more conservative LBE subcontracting percentages, especially if they do not already have established relationships with certified San Francisco LBEs. Only subcontractors who are certified LBEs will count toward your LBE selected goal. With that being said, the Department of Environment highly encourages working with Local Businesses to a maximum. To be responsive to this RFP, 7% is the minimum if you complete the good faith outreach requirements; and 9.45% is the minimum if you choose to forego the good faith outreach tasks. Please keep in mind that should you receive a contract award, the percentage you propose will be memorialized in the contract (you ll see this on the first page of the contract template). Q47. Can you confirm that the LBE is needed for ALL submissions of the RFP? Where do I start? Yes, here are direct links to information about the LBE requirement: Link to CMD Attachment 2 Form - Link to the CMD LBE Directory - Please look for the RFP (ENVCT1801) on the City s Bid and Proposals Page under Consultants and Professional Services There will be a link (highlighted) to request for LBE subcontractors Page 7 of 7

8 Pre-Proposal Conference Attendance List Present? Name Organization LBE? Delia Perla Adtaxi N Katie Miller Argonaut N Max Heilbron Argonaut N Dave Devencenzi Circa Now now.com N George Steeley Circa Now george.steeley@circa now.com N Charlotte Katz Code and Theory charlotte.katz@codeandtheory.com N Jackie Gentilesco Code and Theory jackie.gentilesco@codeandtheory.com N Michael Martin Code and Theory michael.martin@codeandtheory.com N Christian Hughes Cutwater christian.hughes@cutwatersf.com N Sarah Owens Cutwater sarah.owens@cutwatersf.com N Allan Leri Duffy, Wellman & Partners allan@duffywellman.com N Jennifer Horner Entercom jennifer.horner@entercom.com N Keri Copur Entercom keri.copur@entercom.com N Marc Heal Kontent Films marc@kontentkilms.com Y Mark Decena Kontent Films mark@kontentfilms.com Y Ron David Walter Kontent Films ron@kontentfilms.com Y Daniel Hutson MacKenzie Communications daniel@mackenziesf.com Y Noel Johnson Most Likely To noel@wearemostlikelyto.com Y Ryan Gelow Most Likely To ryan@wearemostlikelyto.com Y Alexis Lovett Muhtayzik Hoffer alexis.lovett@mtzhf.com N Carol Wu OneWorld Communications office@owcom.com Y Tracy Keough O'Rorke tracy@ororkeinc.com N Victoria Thomas Pivot Design victoria@pivotdesign.com N Neil Chaudhari Propane Studio neil.chaudhari@propanestudio.com N Audrey Taylor S. Groner Associates, Inc. business@sga inc.net N Mandi Neill SenText Solutions dneill@sentextsolutions.com N Laurie Farr SpritzSF laurie@spritzsf.com N Raghu Shivaram SpritzSF raghu@spritzsf.com N Chris Denny The Engine is Red chris@theengineisred.com N Windy Swindt The Engine is Red windy@theengineisred.com N Kevin Connors The Henne Group kconnors@thehennegroup.com Y Chip Sheean TheorySF chip@theorysf.com N Russell Quinan TheorySF russell@theorysf.com N Jannet Torres ThinkNow jannet@thinknowresearch.com N Lindsey Simpson Time Lapse SF lindsey@timelapsesf.com N Olivier Roth Time Lapse SF olivier@timelapsesf.com N Ashley Rathje True North Inc. ashley.rathje@truenorthinc.com N Erin Murphy True North Inc. erin.murphy@truenorthinc.com N Rehan Iqbal True North Inc. rehan.iqbal@truenorthinc.com N Katie Kleinsasser Your Message Media katie@yourmessagemedia.com Y Nguyen Pham Circlepoint n.pham@circlepoint.com N Deanna Chow Trotter MIG dchowtrotter@migcom.com N Munir Haddad Kiosk munir@kiosk.tm N David Contois Better World Advertising davidc@socialmarketing.com Y James Gassel EVB james.gassel@evb.com N Jared Levy Guru jared@weareguru.com N

9 OFFICE OF THE CITY ADMINISTRATOR CONTRACT MONITORING DIVISION London N. Breed, Mayor Naomi M. Kelly, City Administrator Romulus Asenloo, Director Department of the Environment Chapter 14B Local Business Enterprise ( LBE ) Requirements Request for Proposals (RFP) Marketing and Advertising Services ENVCT1801 Contract Monitoring Division ( CMD ) Contact Information Lupe Arreola, , lupe.arreola@sfgov.org CMD Attachment 2 Please read CMD Attachment 2 carefully. CMD 14B requirements are included in the Bid Form Package for this Project or in Attachment 2, which can be found: On CMD s website: Click on 14B Local Business Enterprise Ordinance; go to LBE Compliance, and then Important Forms. Use version for contracts advertised after 8/1/2016. LBE Proposal Ratings Bonus The 10% Micro-LBE and Small-LBE rating bonus provision applies to this project. Micro-LBEs and Small- LBEs that apply for the rating bonus must be Small- or Micro-LBE certified by the proposal due date or the rating bonus will not be granted. PUC-LBE certified firms are not eligible for a rating bonus. The 5% Small Business Administration ( SBA )-LBE rating bonus provision shall not be applied if it would adversely affect a Micro-LBE or Small-LBE. SBA-LBEs that apply for the rating bonus must be SBA-LBE certified by the proposal due date or the rating bonus will not be granted. The LBE rating bonus for Joint Ventures will apply to this RFP as follows: A 10% rating bonus to a joint venture between or among small and/or micro LBEs; or A 5% rating bonus to a joint venture with small and/or micro LBE participation that equals or exceeds 35%, but is under 40%; or A 7.5% rating bonus to a joint venture with small and/or micro LBE participation that equals or exceeds 40%; or To be eligible for the LBE joint Venture Rating Bonus, the joint venture must meet the requirements of CMD Form 4 at the time if RFP submittal. 30 Van Ness Avenue, Suite 200, San Francisco, CA Telephone (415) ; Fax (415)

10 If you are interested in becoming LBE certified for this project, you must contact the CMD certification unit as soon as possible at Let the certification unit know you are submitting a proposal on a project (including the proposal due date). However, please be aware that CMD may not able to complete the certification of new firms by the proposal due date. LBE Subcontracting Requirement The LBE subcontracting requirement for this RFP is 7%. Pursuant to Section 14B.9 of the Administrative Code, proposers are hereby advised that Minority Business Enterprises ("MBE"), Woman Business Enterprises ("WBE") and Other Business Enterprises ("OBE") available to perform sub work on this project is as follows: 1.2% MBE, 2.8% WBE, and 3.0% OBE. Only CMD Small and/or Micro-LBEs certified at the time of submittal can be used to meet the LBE subcontracting participation requirement. Subcontractor work performed by an SBA-LBE firm will not be counted towards the 7% LBE subcontracting requirement. Proposers MUST MEET the 7% subcontracting requirement and identify all subcontractors at time of submittal or may be deemed nonresponsive. Teams should be created and LBE subcontracting requirement met based on types of work identified in the project manual and corresponding bid documents. Proposer shall list on Form 2A all LBE subcontractors, suppliers, and service contractors, including their respective subcontract percentage amounts and portion of work to be performed, if proposer wishes to receive credit toward the LBE sub-consulting participation requirement. Failure to include this information may make it impossible for the City to determine whether or not Proposer has met the LBE subcontracting requirement, and the proposal may be deemed non-responsive. To search for CMD certified LBE businesses, please go to Primes can also advertise for LBEs on the Office of Contract Administration bid database, Good Faith Outreach Please be advised that under the 14B Ordinance it is no longer sufficient to just meet the subcontracting requirement. The Prime Contractor must meet the subcontracting requirement and must also meet the Good Faith Outreach Requirements. Of particular importance, the Prime Contractor must advertise and contact the requisite number of subcontractors no later than 10 calendar days before the bid opening date. Or The Prime Contractor must exceed the project s stated LBE participation requirement by 35%. In the instant case, the prime contractor must meet or exceed an LBE requirement of 9.45% to waive the good faith outreach provisions. LBE Utilization Tracking 2 CMD Pre-Bid Meeting Instructions

11 In the past, CMD had the LBEUTS system that monitored compliance with the LBE Ordinance. We, now, have a new system that replaced the LBEUTS system which was part of Elations. The new LBE tracking system is an online based payment affidavit and notification module within the City s new Financials and Procurement System. Prime contractors and all subcontractors who are awarded contracts are now required to use the City s new Financials & Procurement System to enter and confirm payment information. Other Requirements If a proposer obtains materials, supplies, articles or equipment from an LBE supplier certified by CMD to supply such items, 60% of the cost of the items will count toward the LBE subcontracting requirement if the LBE supplier performs a Commercially Useful Function by taking possession of the items and assuming the risk of their delivery. An LBE supplier is a firm with the financial and physical capability to purchase, to stock, and to distribute or sell the materials, supplies, articles or equipment of the general character described by the specifications and required under the contract consistent with relevant industry practice in the usual course of business. When dealing with specialty products or products that are made to order or products that, by industry practice, are not regularly stocked in warehouse inventory but instead are purchased directly from the manufacturer, the successful proposer shall be credited with no more than five percent (5%) of the cost of the product. To receive LBE subcontracting participation credit, the proposer must list the LBE firm on Document CMD Form 2A. CMD Forms To Be Submitted With The Bid CMD Attachment 2 : o Form 2A CMD Contract Participation Form o Form 2B Good Faith Outreach Form and Documentation o Form 3 CMD Non-Discrimination Affidavit o Form 4 CMD Joint Venture Form (If Applicable) o Form 5 CMD Employment Form Compliance with Administrative Code 12B, Equal Benefits Ordinance The Apparent Low Bidder will be required to comply with the provisions of Chapters 12B of the San Francisco Administrative Code. Chapters 12B prohibit the City and County of San Francisco from entering into contracts or leases with any entity that discriminates in the provision of benefits between employees with domestic partners and employees with spouses, and/or between the domestic partners and spouses of employees. To comply, the Apparent Low Bidder must prove that any benefits provided to employees and their spouses are equally provided to employees with domestic partners. It is recommended that all proposers not already compliant with the 12B Equal Benefits Ordinance contact the Contract Monitoring Division s 12B Equal Benefits Unit at to begin the compliance process. Additional information on Chapters 12B/12C is available on the CMD s website at Prime Contractor proposing on this contract are strongly encouraged to contact Lupe Arreola, Contract Compliance Officer for this Project, at or lupe.arreola@sfgov.org if you have any questions regarding any of the CMD requirements or forms. 3 CMD Pre-Bid Meeting Instructions