REQUEST FOR PROPOSALS Government of Newfoundland and Labrador REQUEST FOR PROPOSALS Agency of Record for Marketing Strategy and Implementation Plan and Creative Development Services February 18, 2015
1.0 Contracting Agency For the purposes of this contract, the Government of Newfoundland and Labrador, through the Marketing and Brand Management Division, Executive Council, will be the contracting agency and will govern the work of the selected contractor. 2.0 Background The Government of Newfoundland and Labrador undertook the development of a Newfoundland and Labrador Brand Strategy and in October 2006, launched a dynamic new brand identity and signature for the province. The Newfoundland and Labrador brand is much more than a logo. It is an overall experience that encompasses programs, services and people. It is reflected in attitudes, facts and even perceptions. Government s brand also reflects our strengths and character as a people creative, inventive, genuine, resilient and hard working. While the brand has been widely adopted throughout Government, and for the most part, follows the developed brand standards, a review of marketing campaigns by various government departments indicates that a wide variety of creative is being utilized with numerous tag lines which are sometimes not indicative of the brand experience. This can result in a lack of consistency, and sometimes even in lack of awareness that the programs and services being promoted are indeed offered by government. The Marketing and Brand Management Division (the Division ), within Executive Council, is responsible for managing the provincial brand, helping to establish Newfoundland and Labrador as one of the world's most enviable places to live, work, invest and do business. The Division also provides marketing support, both technical and financial, to a number of departments for individual marketing campaigns and activities. These vary in size and scope and include such campaigns as Foster a Future, Power of Play and the Order of Newfoundland and Labrador for example. A few government departments have their own marketing staff and budgets and are able to handle certain departmental work. From a communications perspective, core government departments fall under one of two main functional areas (or sub-brands ): Economic and Social. Economic departments are focused on long term prosperity by encouraging job creation, strong communities, infrastructure and natural resource development. Social departments are focused on investments in healthcare, education and social programs, resulting in strengthened communities and the well-being of children, families and seniors. 3.0 Objective The Division would like to obtain the services of an accredited, full service agency to assist in developing and executing a marketing strategy and implementation plan focused on Living the Brand throughout government. The marketing strategy and implementation plan will provide overarching guidelines to government to be utilized for marketing campaigns and activities designed for provincial and national audiences and will reinforce the existing brand positioning and personality. It will provide consistency, yet allow various government departments flexibility within the overarching standards. The agency would also be responsible for conceptual and creative development (including creative strategy, copywriting, art direction and art production services) as needed and on a project-by-project basis. The contract s value will be subject to 2
budgetary restrictions and successful negotiations with the selected agency in relation to specific activities to be undertaken and contract terms. The work is anticipated to begin by April 1, 2015 and continue until March 31, 2016. This will provide an adequate period of time to develop an appropriate strategy and implementation plan, as well as deliver on selected activities as identified by Government. The Division reserves the right to extend this contract for a second one-year term, pending an evaluation of the work undertaken and value received. 4.0 Scope and Project Definition The work is set out below. A. Provide a Brand Marketing Strategy and Implementation Plan which provides overarching guidelines for the delivery of Government marketing campaigns and activities on a provincial and national level. B. Develop a creative blueprint, including visual cues and expressions, key messages, and common look and feel elements. C. Work in close coordination with the Division to deliver a range of activities and campaigns during the period identified. D. Provide ongoing strategic counsel to the Division on strategy implementation during the period outlined. 5.0 Conflict of Interest Guidelines The agency must agree for the duration of the contract not to: represent nor advise any person or organization engaged in advocacy activities against the Government, including Crown Corporations or other agencies. represent or counsel a client whose commercial and business activities are in conflict with the activities of the Government or any of our agencies, or any other representation or counseling that would in any way impair its ability to perform its duties and responsibilities as the Government s Agency. accept a brief nor engage in any activities that either impair, or may reasonably be perceived as being likely to impair or diminish, its ability to perform its responsibilities as agency under this contract. Any sub-contractors to be used on this project must also be identified and approved by the Government of Newfoundland and Labrador. 6.0 Proposal Requirements Respondents are requested to address the following components in the body of their proposal: 6.1. Agency Background The proponent must provide relevant information pertaining to its history, agency philosophy and growth trends. 3
6.2. Agency Operations Proposals shall contain details of incorporation of the agency including data pertinent to its officers, directors and stakeholders. Proof of financial strength must be provided in order to ensure the agency s continued solvency and operation. This should be in the form of a letter of reference from a financial institution stating financial strength and credit rating. Proponents shall indicate what impact the size and volume of work generated by this project will have on your other clients and describe the process you would use to accommodate the demand (work flow) of staff resources relative to the timeframe applicable for this project. 6.3. Agency Clientele Proposals shall contain a current client list specifying national, regional and local accounts. The scope of services provided to each client with emphasis on the broad range of services required for a full-scale campaign should also be listed. As some marketing and communications activities will be executed nationally, proponents are requested to indicate the resources and/or contacts they can utilize in target markets. These resources should relate to direct marketing, advertising, marketing research, media placement and co-operative advertising opportunities. Proposals shall list the clients gained, lost and those who have resigned over the past 24 months. For clients lost and resigned, give length of time with the account and reason for loss or resignation. For clients gained, indicate why your agency was chosen. Please comment on those accounts which you feel you have made a significant contribution to the client s success and how did you measure this success. Describe the procedures your agency follows to evaluate the quality and effectiveness of work specifically with regard to the development of marketing and communications. List any value-added benefits you have successfully negotiated on behalf of your clients. 6.4 Agency Resources and Expertise Proposals shall specify the names and qualifications of the personnel who will be assigned to the account and the role each will assume in the account administration. The account manager, media manager, creative director and other key personnel should be identified along with the employment terms (contractual, partnership or other) which identifies their relationship with the agency. Please address employee qualifications and relevant business experience. Identify those senior people in your employ, by department, and to what extent/circumstances they are in direct contact with your clients. This would also apply to any sub-contractors to be used on this contract. Proposals shall identify the strengths and capabilities of your account management, creative and media sections in the following areas: strategic planning creative development and art direction graphic design and copywriting account management / project management 4
media (research, planning, negotiating and buying) broadcast production digital and social media capabilities direct/database marketing/e-marketing marketing research capabilities administration functions (invoicing and backup) 6.5 References The proponent must supply a minimum of three (3) client references that could be contacted about their working relationship with your agency. The Government of Newfoundland and Labrador reserves the right to use its prior knowledge of and experience with the proponent as additional information in the evaluation of a proponent s proposal. 6.6 Account Administration Proponents are requested to outline their procedures related to the administration of the account. This should include a billing schedule and rate structure, budget tracking and expenditure reporting, preparation of status and conference reports, scheduling of regular meetings to discuss the account progress and any other relevant data. 6.7 Agency Remuneration Proponents are asked to detail all fees, expenses and incidental charges for which they expect to be reimbursed including: Individual professional service and personnel costs, by function, who will be assigned to this AOR, including: o Name o Title o Hourly Rate o Complete description of services provided (note: this will also be used for comparison purposes between proponents where rates/titles/responsibilities may vary significantly) Please provide a copy of current agency rate card for all services. Agency commission structure on creative, production, research and any associated disbursements, Account management fees as they relate to planning and overall servicing of the account, Do you bill miscellaneous out-of-pocket costs (couriers, meals, travel, taxis etc.) at net or with a percentage commission? Outline your procedures related to the administration of this account. This should include production and media estimating, a billing schedule, preparation of status and contact reports, the scheduling of regular meetings to discuss account progress, program evaluations, monthly budget reports and other relevant data. 6.8 Samples of Work Most innovative work in the past year - please outline the campaign objectives, creative plan, media plan, budget and analysis of campaign effectiveness, and identify the team members responsible for this work and indicate if they are still employed with the agency. 5
7.0 General Conditions Verbal information or representations shall not be binding on the Division. Only written changes, alterations, modifications or clarifications are binding. In order to be valid all such changes, alterations, modifications or clarifications shall be issued in the form of addenda and all such addenda shall become a part of this RFP. The proposal of the successful proponent will form part of any resultant contract agreement by attachment and incorporation by reference. Claims made in the proposal will constitute contractual commitments. Any provision in the proposal may be included in the resultant contract as a direct provision thereof. The successful proponent, as a condition of submitting its proposal, accepts a customized contract will be negotiated and designed by the Government of Newfoundland and Labrador. The Government of Newfoundland and Labrador will not be responsible for any legal costs associated with contract development. Any resultant contract from this RFP will be governed by the laws of the Province of Newfoundland and Labrador and shall be issued in the name of the successful proponent exactly as that successful agency s corporate name is stated in the RFP response document. Funds payable for materials delivered pursuant to any resultant contract shall be paid only to the proponent who is so listed as party to any resultant contract. Only legal registered names of proponents are acceptable. All documents and other records in the custody of or under the control of some or all of the Government or its representatives may be subject to the Access to Information and Protection of Privacy Act SNL2002 ca-1.1. Subject to the provisions of this Act, all responses and other documents and other records submitted by a Proponent in connection with this RFP will be considered confidential, and financial and other proprietary information will not be disclosed. The proposal will contain the signature, name and title of the person authorized to sign on behalf of the agency on the proposal submitted in response to this RFP. The responsibility rests with the proponent to submit a complete proposal, with proper and adequate detail to substantiate all aspects of its proposal. Incomplete proposals shall be deemed to be non-compliant. A complete proposal should include but not be limited to: Legal name and status: The proposal shall state the correct legal name and legal status of the proposing entity and the correct mailing address. Proponent contact: The name, title, telephone and fax numbers, E-mail address and civic address of a representative who may be contacted for clarification or other matters relating to the proposal shall be provided. Content: The proposal will be clear, concise, and must include sufficient detail for effective evaluation and for substantiating the validity of stated claims. The proposal shall not simply rephrase or restate the requirements, but rather shall provide convincing rationale to address how the proponent intends to meet these requirements. The successful agency must be licensed to conduct business in its own jurisdiction and may be required to produce a certificate of good standing for that jurisdiction. All terms and conditions will apply to all subcontractors and the proponent will be responsible for subcontractors compliance. The proponent will be responsible for all work done by the subcontractors. The proponent will be responsible for all damages and will complete any work unfinished by the subcontractors. 6
8.0 Awarding of Contract The resulting contract will contain such reasonable terms as the Government of Newfoundland and Labrador may require. The award of contract will be made by the Division, based upon the results of the evaluation of submitted proposals. The Division will notify the successful agency in writing. Those that are not successful will receive written notification as soon as possible once the award of contract has been accepted and the negotiations have been concluded with the successful agency. The Division reserves the right not to explain in detail why unsuccessful agencies were not selected. A contract with the successful agency will be on a non-exclusive basis. The Government of Newfoundland and Labrador reserves the right to request alternative bids for select pieces of work during the term of the contract; and/or perform some functions in-house or through the use of other contractors where appropriate. For the purpose of this RFP, this contract will exclude all work undertaken by the Tourism Branch within the Department of Business, Tourism Culture and Rural Development. 9.0 Project Schedule The following project timeline is anticipated: Event Date Request For Proposals issued February 18, 2015 Last date for Written Questions March 4, 2015 Last date for Responses to Written Questions March 5, 2015 Request For Proposal Closing March 11, 2015 Notification to Respondents April 1, 2015 The project schedule should assume an approximate starting date of April 1, 2015. The project must be completed by March 31, 2016. 10.0 Intellectual Property Any intellectual property that is developed as a result of this project, including all data, specifications, concept plans, designs, rationales, presentation materials, reports and related information produced by the agency in completing this work shall be vested with the Client. All files, documentation and final artwork files are the property of the Government of Newfoundland and Labrador, and must be delivered to the Marketing and Brand Management Division, Executive Council, at the conclusion of each project undertaken under this contract. 7
11.0 Proposal Evaluation The proposals will be evaluated by a Committee that comprises various Departments within the Provincial Government with interests in marketing government programs and services to the general public, primarily within Newfoundland and Labrador. The lowest priced proposal may not necessarily be accepted. The Government of Newfoundland and Labrador reserves the right to reject all proposals and either cancel or re-issue the RFP if necessary. The qualifications, commitment, related experience and knowledge of the project personnel will be key evaluation factors. The experience of the consulting team in undertaking assignments of this nature and magnitude will be a significant factor in proposal selection. The evaluation framework outlined in 11.1 will be used in the selection. Spec creative is not part of this RFP and proposals will not be evaluated based on spec creative. Short listed agencies will be invited to deliver an approximately one hour presentation at the Confederation Complex in St. John s at their own cost. The presentation is an opportunity to highlight their team s ability to deliver on the scope of work outlined. 11.1 Selection Criteria The following are the evaluation criteria which will be used to assess responses to the RFP: Item No. Criteria Weighting 1 Understanding of the project including proposed approach, methodology, workplan and schedule 15% 2 Experience and expertise with similar projects in a Public Sector environment along with qualifications 25% of personnel assigned to the project 3 Creativity and overall design in samples of work 25% 4 Project management and account administration 10% 5 Cost 25% Total 100% 12.0 Client Contact The Marketing and Brand Management Division, Executive Council will manage and administer the contract for this project. The main contact for this RFP is: Chris Hewlin Marketing and Brand Management Division Executive Council Government of Newfoundland and Labrador P.O. Box 8700 St. John s, NL A1B4J6 Tel: 709-729-3092 Email: chrishewlin@gov.nl.ca Questions during the RFP period must be submitted to the main contact by email and received before 12:00 p.m. NST Wednesday, March 4, 2015. To ensure consistency of information 8
provided to respondents, the Division will respond by email to all proponents who have received a copy of these Terms of Reference. Confidentiality of individual proponents will be maintained throughout this process. Questions received after the last date indicated above will not be answered. Verbal questions will not be accepted. 13.0 Submission of Proposals All proposals must be submitted to the Marketing and Brand Management Division, Executive Council, Government of Newfoundland and Labrador no later than 4:00 PM (Newfoundland Time) on Wednesday, March 11, 2015 and must include six copies of the proposal, one original (stamped ORIGINAL on the cover) and five copies (stamped COPY on the cover), and one digital copy of the proposal in PDF format. Should discrepancies exist between the original and the copies, the original will prevail. All submissions should be clearly marked Agency of Record - Marketing Strategy and Implementation Plan and Creative Development Services. Late proposals will not be accepted. Proposals that are emailed or faxed will not be accepted. No extensions to the submission date will be considered. 9