VISIT JACKSON REQUEST FOR PROPOSALS: ADVERTISING AGENCY SERVICES - TOURISM INDUSTRY RECOVERY, II & III

ORIGINAL RFP

Is there an incumbent agency that will bid on this RFP?
We haven’t received all “intent to bid” documents yet, but we assume the incumbent agency will bid.

Is there any public information, or are you able to share performance metrics of the current "City With Soul" campaign?
From Tourism Recovery II, the campaign launched in mid-May, so there is nothing to share at this point.

Can you please provide data on the cities where Jackson historically draws visitors? (preferably a list with some sort of measurable differentiator).
We collect data from GA4, credit card spending, and arrival/visitor data in one portal and will gladly share that information with our contracted agency. If you need data before submitting your proposal, please reach out.

For advertising purposes, are there specific cities in Mississippi and/or other US cities/states that you want to make sure to get exposure to?
Yes, eleven cities are being targeted for Tourism Recovery II, and none of them are MS cities.

Are the stated limits for media placement fees of 8% online and 12% offline calculated based on net media spending, total contract budget, or something else? If the latter, please explain.
Calculated on net media spend.

The Submittal Requirements & Deliverables do not list the development of a strategic plan or proposed strategies as part of what is to be provided, but the Proposal Evaluation Criteria allude to a detailed strategy and plan. Please clarify exactly what needs to be included regarding a specific plan for Visit Jackson and what level of detail is desired for our response.
The development of a strategic plan will likely be subcontracted unless the awarded agency has experience developing DMO strategic plans.

Regarding the request for a "long-form video," is there a desired duration for the final video?
No.

Is a firm currently contracted with Visit Jackson that provides the marketing services listed in the RFP?
Yes.

If there is, is there any reason why Visit Jackson may not continue working with said firm using these funds?
Yes. If another firm can provide services the current firm cannot perform.

If Visit Jackson does have an agency under contract, are there any reasons or factors that would prevent that firm from applying for or being awarded this contract?
We do not know of any reason why they might not bid.

Is this a mandated RFP? If so, is the incumbent agency participating?
Yes, this RFP is mandated.

Is there a preference for a Mississippi-based agency?
Preference, yes. Mandatory, no.

You refer to “Mississippi Tourism Recovery II/III campaign messages” in the opening paragraph. Can you provide insight into what you feel is working well? What do you feel isn’t working well?
As noted earlier, this campaign just launched, so we don’t have much data yet on what has performed well.

Specifically, are you looking to maintain the current “City with Soul” positioning and line? Or are you looking for a partner to evolve that messaging/campaign?
Yes, we plan to maintain the “City With Soul” brand positioning.

How much of the visitation to Jackson comes from in-state versus out-of-state? Can you share information on your top drive markets and what percentage of visitation comes from these markets?
Before the launch, over 62% of visitation came from out-of-state markets.

Can you share information on the seasonality of visitation — peak/prime season, shoulder season, etc. and how much of the visitation and associated revenue is accounted for by each season?
From various research partners over the last five years, Jackson is a market with steady visitation throughout the year, so we don’t have prime or shoulder seasons.

Is there a particular problem you are trying to solve or a specific objective you seek to achieve with a new agency and a new campaign? More visitation overall? More visitation during a particular season? Increase length of stay? Other?
Our original objective remains the same: to expedite the recovery from COVID-19 and increase the economic vitality of Mississippi’s Capital City.

Do you have any recent research on the target audience available? If not, are you interested in doing so, particularly to inform the five-year strategic plan?
We have great data partners now, but we also plan to include more research specifically for the strategic plan.

When you refer to wanting a “Staff demographic breakdown,” what specific demographics would you like us to provide?
We are careful to work with partners that have a diverse staff.

You have asked for creative samples for case studies but have also requested that we limit each case study to two pages. Would it be acceptable to provide additional samples to best show the breadth/diversity of creative work?
Yes.

For this section, “Name any travel/tourism clients and their current status,” are you also interested in past clients? If so, how far back would you like us to go?
5 years is preferred

Is the contract funding $2.3 million annually for each of the two years, or must it cover the entire two-year period of August 1, 2024, through August 31, 2026?
Covers the entire two-year period.

For perspective, can you tell us how much has been invested in paid media in past years? That will help us understand how much of the $2.3 million budget should be allocated to paid media and how to structure the balance of the available funds.
60% in Tourism Recovery II, but we plan to increase that by 10% or more for Tourism Recovery III.

You have requested a line-item cost for out-of-pocket expenses in the budget proposal. What do you consider out-of-pocket costs? Agency travel? Research?
Yes, to all of the above and any subcontracted items.

For this part: “Top agencies may be invited to present their suggested framework (in person),” does “framework” refer to the proposal we submit? Also, what will happen within the August 15- 16 timeframe, as referenced in the “Timeline” section?
Yes, it refers to the proposal, which would be during that timeframe if possible.

For this part: “Suggestions to address current and forecasted traveler sentiment,” will Visit Jackson provide additional context / existing research to help us evaluate the challenge?
Yes, to the contracted agency.

Generally, what KPIs have you used to measure the effectiveness of Visit Jackson campaign’s media spend?
Visitation, credit card expenditures, and web and social growth.

What tracking metrics and reporting are required given the use of ARPA funds?
Visitation growth.

How important is it for your agency partner to have an in-state presence or office?
It’s important but will not be a determining factor.

Have you experienced any challenges with your current agency that you want us to address?
No.

Will the agency you select be required to have already an office in a Jackson, MS zip code, or will they be required to add a Jackson office if selected?
No.

Under “Objectives,” it states that 90% of the Mississippi Tourism Recovery II funds are encumbered. Does that mean 10% of those funds are already factored into the $2.3 million funding for this contract?
Correct, the $2.3 million includes the “extra” 10%.

What was the total budget for Recovery II?
$2.9 million.

Is any portion of the $2.3 million funding for this contract encumbered?
No.

Will the agency you select be required to be all or part minority-owned?
No.

Under “Scope of Services,” you stipulate that the selected agency must organize and contract with a third-party agency to conduct a 5-year Visit Jackson Strategic Plan. Does a similar Strategic Plan exist from 5 years ago? Is this solely a 5-year Marketing Plan, or will it also need to encompass Operations, Infrastructure, and Management recommendations?
We aren’t looking for a marketing plan that fits the scope of our services. We need a strategic plan that includes operations. Our previous five-year strategic plan will be complete by the end of 2024.

Has the third-party Strategic Plan agency been selected already, or would Visit Jackson have any recommendations to share?
They have not been selected, but yes, we would help identify strong partners.

What are the roles and responsibilities of the third-party Strategic Plan agency versus the selected agency?
The selected agency will serve as a “team member” for Visit Jackson and help score/select the strategic plan firm.

What are the typical deliverables included in your campaign scope of work?
Strategy rationale with research, campaign and creative assets, media strategy and plan, and ongoing support for marketing projects such as collateral development, website support, and content support.

Does “non-traditional marketing assets” mean digital marketing?
Yes, and any proposed project that doesn’t fit traditional campaign assets.

Are you looking for “full buyouts” for music & talent rights, or are you looking for exclusivity rights that only you own?
We are open to both and understand the pros and cons of both.

What geographic markets are you currently prioritizing?
Major DMAs span from East Texas to Georgia, including some markets up the I-55 corridor.

What geographic markets are you exploring adding or reallocating efforts toward?
For Tourism Recovery II, we launched in 11 markets. Our intent is to evaluate every quarter, trim down the list (not grow), and allocate more dollars to the markets in which we are seeing gains.

What prompted you to conduct this RFP?
Required.

Can we only submit an electronic copy, or are hard copies also required?
Hard copies are required.

Does print production for collateral, in-market signage, kiosks, and selected sales concepts and strategies need to come out of the $2.3 million budget? If so, what are your typical quantities?
Yes. For Tourism Recovery II, it was roughly 8% of the full budget.

Do we need to consider fulfilling guides/brochures and installing in-market signs and kiosks within the $2.3 million budget?
Yes

You noted, "Visit Jackson owns music, professional, and talent rights." Is this a confirmation that Visit Jackson would like to obtain a full buyout for all production assets?
Ideally, yes, but circumstances might prevent us from a full buyout, and we will assess that during the campaign development.

Are you seeking a five-year organizational strategic plan? There is no destination development or tourism master plan (how to grow as a destination), correct? If there is an existing plan, can you share it with us?
A tourism master plan was included as part of Tourism Recovery II, and we are in the latter stages of that process.

Can you confirm if the 5-year strategic plan must come from the $2.3 million budget?
Yes

Do you handle website updates internally or with another partner?
95% of all website updates are managed internally. There are instances where we need to contact our website firm for support.

Attachment 3, "Scope of Work & Budget Plan, "notes" an assessment of the quality of proposed strategies, creativity, detail of plan and related items." Can you clarify if you're specifically requesting an original campaign strategy and creativity in the first round of the RFP process?
No. We are not requesting an original strategy for the proposal.

Should we include an Org chart for all employees/contractors or just those we intend to staff on Visit Jackson?
We would like to see the ownership structure, total demographic breakdown of the full agency, and the intended Visit Jackson team members from your firm.