7312 35th Avenue NE Marysville, WA 98271-7417 (360) 651-7000 SNO-ISLE LIBRARIES REQUEST FOR PROPOSAL Library Marketing Services 2018-2019 1. OVERVIEW Sno-Isle Libraries (the Library) is seeking proposals from a marketing firm with consumeroriented, voice of the customer, B2C, B2B, and e-commerce and retail POS (point of sale) expertise to provide consultative insights, recommendations, and marketing support to raise general awareness of the library system and change targeted customer behaviors. The selected firm will work with the Library s communications team to achieve a number of outcomes from targeted communications and marketing initiatives between July 2018 and June 2019. The contract with the selected firm will be managed by the Communications Director. The selected firm s key project team will work with the Library s communications management team in pursuit of identified objectives and audiences to achieve the outcomes and metrics reflected in a scope of work to be developed. Proposals must be received by June 15, 2018. The library will review proposals and expects to select a firm based upon proposal document and references, then negotiate and sign a contract by June 30. The contract period will be for a one-year period, with two one-year renewal options. 2. BACKGROUND Sno-Isle Libraries is a two-county public library district serving more than 720,000 people in Snohomish and Island counties. The organization is headquartered in Marysville, Washington, and provides services and resources through 23 community libraries, mobile and online services. Recent Factors of Note The library narrowly passed a district-wide April 24, 2018 special election to maintain library operations over the next 7-10 years. A library facility bond measure failed in the Lake Stevens community on February 13, 2018. The Lakewood/Smokey Point Library opened as a library demonstration project in January 2018. The Mariner/128 th Street Library opened as a library demonstration project in February 2017. The Camano Island Library opened in August 2015 after voter approval of a library Library Marketing Services 2018-2019 Page 1
facility bond measure. Over 490,000 registered customers in the library district. Over 228,000 customers have been active library users over the past 24 months. Over 168,000 customers have been active library users over the past 12 months. 5.9 million items borrowed from the library in 2017. 1.45 million items of the 5.9 million were ebook and audiobook downloads. Over 3.3 million visits to community libraries in 2017. Over 3 million online page views monthly on library website. Over 300,000 questions answered by librarians in 2017. Over 200,000 persons attended over 7,000 library classes and events. Active social media presence on Twitter, FB, Instagram, and YouTube. 3. OBJECTIVES AND AREAS OF FOCUS Summary The Library s communications team is focused on enhancing customer and non-customer awareness of the Library, increasing targeted customer behaviors through consumeroriented promotions and direct marketing methods, and building brand loyalty. The team also desires to harvest insights and learning from available research and customer trend data in order to apply these consumer insights into near-term (through November 2018) and mid-term (through June 2019) communications and marketing efforts. The selected firm will be asked to work with the Library as both a marketing consultant and marketing agency on a slate of project reflected in the objectives and goals within this document. In your proposal, please indicate on each objective whether your firm can best serve the Library by providing consultant services (brainstorming, research, review, analysis, evaluation, recommendations, reporting, coaching, etc.), agency services (design and development, production, execution, media/social buys, etc.), or both. The selected firm will be invited to assist in one or more of these areas based upon the winning proposal. Library Marketing Services 2018-2019 Page 2
Objective 1 Cultivate Learning from Data Insights Goals 1. Conduct market demand research for library services and resources based on current and recent research. 2. Identify SWOTR (strengths, weaknesses, opportunities, threats, and risks) analysis from available data to determine market positioning and demand for stated objectives and targeted services and resources to enable additional communications department learning and decision-making (and potential use by larger organization). 3. Conduct additional targeted market research, as needed. Strategies 1. Review and analyze customer group usage data on, quantitative and qualitative library customer and non-customer data from district-wide and community research, as well as recent elections data, for additional insights and to provide appropriate marketing and product development advice or recommendations. 2. Work with staff research analyst to conduct post-levy focus group research. Deliverables 1. Deliver an analysis document of insight and findings by August 15, 2018 to provide opportunity to adjust strategies or execution methods, as appropriate, through June 30, 2019. 2. Deliver a SWOTR analysis report by September 1. 2018. 3. Deliver focus group findings and recommendations report by September 30, 2019. 4. Present insights and recommendations to appropriate internal audiences. Objective 2 Increase Awareness and Understanding Goal 1. Dramatically increase new library cardholder activity during the first-year. 2. Enhance new cardholder awareness of available library resources and materials. 3. Provide customers with basic how-to-use tips on library use. Strategy 1. Establish a new cardholder 1 st year onboarding initiative through targeted emailing and other direct response communications and marketing mechanisms. Deliverables 1. Provide consultation on action plan to target and convert new library cardholders into active customers through their first 365 days. Library Marketing Services 2018-2019 Page 3
2. Develop, produce, and deliver twelve (12) basic/quick tips videos (60 90 seconds) to new customers between July 2018 and June 2019. Objective 3 Affect Customer Behaviors (library use and attendance) Goals 1. Increase library use across all age ranges and socio-demographic groups. 2. Increase library use for targeted resources, materials, or customer groups. Strategies 1. Research, analyze and make recommendations on library POS and digital signage solutions to reach library customers and non-customers. 2. Review, analyze and make recommendations on enhancing targeted email and social media campaigns to reach library customers and non-customers. Targets Goals 1. Increase use of digital magazines available through the library (RB Digital) by 10% over same period previous year by October 31 and by an additional 40% for a cumulative 50% increase by May 31, 2019. 2. Increase use of Countdown to Kindergarten library materials in households with children by 15% by October 31 and by an additional 35% for a cumulative 50% increase by May 31, 2019. 3. Increase use of business materials and database resources by 15% by October 31 and by an additional 35% for a cumulative 50% increase by May 31, 2019. 4. Increase customer use of professional librarian assistance services (book-alibrarian and online LibAnswers) by 15% by October 31 and by an additional 35% for a cumulative 50% increase by May 31, 2019. 1. Increase attendance for targeted library events, classes or participation in customer community activity. Targets 1. Increase registration and actual attendance at business classes by 15% by October 31 and by an additional 35% for a cumulative 50% increase by May 31, 2019. 2. Increase number of participants in library reader service activities (book groups, author talks, writing & publishing classes, and submissions of review comments and ratings) by 15% by October 31 and by an additional 35% for a cumulative 50% increase by May 31, 2019. Library Marketing Services 2018-2019 Page 4
Objective 4 Increase Brand Loyalty Goal Strategy 1 Goal Strategy 2 Deliverables 4. TIMELINE 1. Create a growing and dynamic affinity group of informed library fans, followers, listeners, and subscribers who feel connected to the Library. 2. Reveal and personalize the human side of the library and its transformative qualities to customers, staff, vendors, partners, stakeholders, authors, performers, celebrities and others in order to maximize opportunities for listeners, fans, and customers to connect emotionally and intellectually with the Library. 1. Launch library podcast summer 2018. Work with the Library to promote the launch of the first the Library podcast and build a growing subscriber audience for the new interview-based podcast series. Target metrics will be set for 30, 60, 90, 120 days, 180 days, 240 days and 360 days. 2. Participate as part of library communications team on launch promotional plan by July 15, 2018. 3. Create, deliver, and present subscriber growth marketing recommendations by August 15, 2018. 1. Measure and enhance brand loyalty. 1. Work with library staff to establish, implement and incorporate systematic net promoter scoring into decision-making. 1. Establish net promoter score benchmarks by August 15, 2018. 2. Present set of recommendations for systematic survey timelines on customer satisfaction and brand loyalty by August 15, 2018. 3. Implement net promoter scoring by September 1, 2018. 4. Review and evaluate scoring trends for organizational learning by October 15, 2018. May 30 June 7 June 11 RFP issued Questions due by noon (PDT) Addenda issued (if necessary) Library Marketing Services 2018-2019 Page 5
June 15 June 18 week June25 week July 1 Proposals due Proposal review, vendor selection Contract finalization Work commences 5. QUESTIONS REGARDING RFP Questions surrounding this RFP should be submitted via email to Karen Kramer (kkramer@sno- isle.org) by noon, June 7. Karen Kramer is the sole point of contact at the Library for questions regarding this solicitation. Questions via telephone will not be accepted. Responses will be provided via email by noon, June 11 and posted on the Library s website. 6. PROPOSAL 6.1 PROPOSAL CONTENTS Please limit your Proposal to no more than a dozen (12) pages. There will also be one Certifications and Assurances page you will include as part of your Proposal. 6.1.1 Cover Letter Please include the following: (1) a letter of interest signed by the firm principal with a statement of availability to complete the work; (2) the identification of the proposer, including name, address, email address and telephone number; (3) the name, title, address, email and telephone number of contact person during period of Proposal evaluation; and (4) the signature of a person authorized to bind proposer to the terms of this Proposal. 6.1.2 General Company Profile and Experience Briefly provide general information about the firm s experience, capabilities, and length of time the firm has been in the business of performing work of a similar nature. 6.1.2 Professional Credentials of Key Staff Please identify and list the functions of the key staff who would be assigned to work on projects which might be assigned under this contract. Briefly describe a summary of the professional credentials and experience of the project manager and key assigned staff. Do not include lengthy resumes or vitae. 6.1.3 Project Approach Using the objectives and areas of focus listed earlier in this document, please indicate whether your firm is best positioned to serve as consultant providing assistance to the Sno- Isle Libraries communications department (review, analysis, evaluation, insight and recommendations) or as active agency of record (consultative services + media/social buyer, design and development, production, and implementation/execution). Describe how you propose to approach and meet the objectives listed above for this project if you are selected for this project. Library Marketing Services 2018-2019 Page 6
Provide links (preferred) or examples of similar work and results. 6.1.4 Budget/Cost Scenarios Budget The Library anticipates a first year contract budget not-to-exceed $35,000 to cover billable costs associated with work performed with the selected firm under this contract. General Rates Please include a cost proposal reflecting the hourly/daily rate of key staff who would likely be assigned based on a consultative or an agency role of each project. Hourly/daily rates will be considered in the proposal criteria. Cost Scenarios Please provide as many costs scenarios as desired for work you have identified for specific consultant or agency services. For each costs scenario, include related assumptions and explanatory comment, including an explanation of estimated costs associated with travel, lodging, meals or use of additional subcontractors. Project cost scenarios will only be used for informational consideration in assignment planning decisions with the selected contractor. 6.1.5 References Provide contact information for three to five references who can describe similar or related work you have performed. 6.1.6 Signed Certifications and Assurances Sign and submit the attached Certifications and Assurances as part of your Proposal. 6.2 SUBMITTING A PROPOSAL Formal sealed proposals should be submitted via mail, courier, or in-person. Proposals should be in writing and include all relevant materials which support, validate or demonstrate the qualifications of the submitter. The deadline for submission/receipt is noon, June 15, 2018. Submit Proposal to: Karen Kramer Purchasing Specialist kkramer@sno-isle.org Sno-Isle Libraries 7312 35th Avenue NE Marysville, WA 98271 Library Marketing Services 2018-2019 Page 7
Please contact Karen Kramer at kkramer@sno-isle.org to assure the Proposal has been received. Sno-Isle Libraries shall not be responsible for any costs incurred by the firm in preparing, submitting or presenting its response to the RFP. All Proposals received after the designated time stated will not be considered. 6.3 REVISION/REJECTION OF PROPOSALS Sno-Isle Libraries reserves the right to revise or amend the RFP prior to the Proposal due date by written addenda. 6.4 PROPRIETARY INFORMATION/PUBLIC DISCLOSURE All proposals received shall become the property of Sno-Isle Libraries and remain confidential until a contract, if any, resulting from this request is signed by the Communications Director. After a contract is signed, all Proposals received shall be deemed public records as defined in Chapter 42.56 of the Revised Code of Washington (RCW). Any information contained in the Proposal that is proprietary must be clearly marked or designated as confidential in order to be excluded from public records request responses. Only information designated under current state law statutes as appropriate for exclusion from public records exposure may be marked and treated as confidential. Sno-Isle Libraries reserves the right to request clarification of information submitted, and to request additional information from any proposer. Sno-Isle Libraries reserves the right to reject any Proposal for any reason including, but not limited to the following: (1) any Proposal which is incomplete, obscure, irregular, or lacking necessary detail and specificity; (2) any Proposal which has any qualification, addition, limitation, or provision attached; (3) any proposer who (in the sole judgement of Sno-Isle Libraries) lacks the qualifications or responsibility necessary to perform the work; (4) any Proposal for which a proposer fails or neglects to complete and submit any qualifications information, and (5) any Proposal which is received after the deadline date and time. 7. EVALUATION PROCESS Via email, Sno-Isle staff will confirm receipt of all Proposals received by the due date, and will later inform submitters of the status of their Proposals. Proposals will be evaluated based on the following criteria: Possible Points: 35 points Project approach 30 points Firm Profile and Staff Experience (including references) 30 points Costs Scenario/Budget 5 points Adherence to Submittal Directions Sno-Isle Libraries staff may elect to conduct interviews in-person at the Sno-Isle Libraries Service Center, 7312 35 th Ave. NE, Marysville, WA, at the business office of the finalist candidate(s), by telephone or teleconference with finalist candidate(s), if determined that an interview is needed for a final selection of vendor. Library Marketing Services 2018-2019 Page 8
8. TERMS AND CONDITIONS The successful proposer will be required to sign a Contract with Sno-Isle Libraries. Sno- Isle Libraries will not sign any company s services agreement, contract or any other form of agreement. Sno-Isle Libraries reserves the right to extract certain language from a company s agreement and incorporate it into a Library contract if mutually agreeable to both parties. Sno-Isle Libraries will retain all rights to materials and reports produced under the resulting contract, including all finished products, plans and all video, audio and graphic files including project files. The proposer, by submitting a response to this RFP, waives all right to protest or seek any legal remedies whatsoever regarding any aspect of this RFP. Sno-Isle Libraries reserves the right to negotiate with the selected proposer the exact terms and conditions of the contract agreement. Sno-Isle Libraries is under no obligation to award this project to the proposer offering the overall lowest fee or contract terms. Evaluation criteria, included in this document, shall be used in evaluating Proposals. Thank you for considering this RFP and for the efforts you may undertake to submit a Proposal. Library Marketing Services 2018-2019 Page 9
CERTIFICATIONS AND ASSURANCES I/we make the following certifications and assurances as a required element of the proposal to which it is attached, understanding that the truthfulness of the facts affirmed here and the continuing compliance with these requirements are conditions precedent to the award or continuation of the related contract: 1) I/we declare that all answers and statements made in the proposal are true and correct. 2) The prices and/or cost data have been determined independently, without consultation, communication, or agreement with others for the purpose of restricting competition. However, I/we may freely join with other persons or organizations for the purpose of presenting a single proposal. 3) The attached proposal is a firm offer for a period of 60 days following receipt, and it may be accepted by The Library without further negotiation (except where obviously required by lack of certainty in key terms) at any time within the 60-day period. 4) In preparing this proposal, I/we have not been assisted by any current or former employee of Sno-Isle Libraries whose duties relate (or did relate) to this proposal or prospective contract, and who was assisting in other than his or her official, public capacity. If there are exceptions to these assurances, I/we have described them in full detail on a separate page attached to this document. 5) I/we understand that the Library will not reimburse me/us for any costs incurred in the preparation of this proposal. All proposals become the property of the Library, and I/we claim no proprietary right to the ideas, writings, items, or samples, unless so stated in this proposal. 6) Unless otherwise required by law, the prices and/or cost data which have been submitted have not been knowingly disclosed by the Proposer and will not knowingly be disclosed by him/her prior to opening, directly or indirectly, to any other Proposer or to any competitor. 7) I/we agree that submission of the attached proposal constitutes acceptance of the solicitation contents and general terms and conditions. If there are any exceptions to these terms, I/we have described those exceptions in detail on a page attached to this document. 8) No attempt has been made or will be made by the Proposer to induce any other person or firm to submit or not to submit a proposal for the purpose of restricting competition. 9) I/we grant Sno-Isle Libraries the right to contact references and other, who may have pertinent information regarding the ability of the Contractor and the lead staff person to perform the services contemplated by this Request. On behalf of the Contractor submitting this proposal, my name below attests to the accuracy of the above statement. Signature of Proposer / Date Library Marketing Services 2018-2019 Page 10