Request for Proposals Public Awareness and Marketing Assistance to Complement GrowSouth BDZ1329

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Contents
Request for Proposals................................................................................................. 1 .................................................................................................................................. 3 Introduction................................................................................................................ 4 Outline of Services Required...................................................................................... 4 Selection/Contracting Process Overview....................................................................4 Desired Scope of Work............................................................................................... 5 Experience.................................................................................................................. 5 Evaluation Criteria and Selection Process...................................................................6 Firm Past Performance............................................................................................ 6 Sub-consultants................................................................................................... 6 Business Inclusion and Development (BID) Plan.........................................................7 Pre-Proposal Conference Information.........................................................................7 Preliminary Timeline................................................................................................... 7 Communication and Inquiries..................................................................................... 8 Submittals.................................................................................................................. 8 Submission Information.............................................................................................. 8 Insurance Requirements........................................................................................... 10 Contract.................................................................................................................... 10 Confidentiality.......................................................................................................... 10 Ownership................................................................................................................ 10

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Introduction
The City of Dallas (City) is seeking proposals from professional marketing firms to develop a targeted public awareness campaign to complement the branding efforts of the Mayors GrowSouth initiative for a contract term not to exceed 2 years. The Mayor launched his GrowSouth campaign in February 2012, with a focus on smartly developing Southern Dallas. The Mayor launched the GrowSouth initiative by saying As a city we have great challenge on our to-do list and that item is to leverage our single biggest untapped resource and turn it into an annuity that will pay dividends to our city and citizens for generations to comewe must develop Southern Dallas. GrowSouth is a comprehensive strategy to build a foundation for sustainable growth which includes key projects that can serve as catalysts fordevelopment in key areas. The City has presented a work plan that supports what they can accomplish as part of GrowSouth including short term and long term infrastructure and capital improvements that will support and enhance growth in Southern Dallas. With nine targeted areas/neighborhoods, and ten primary objectives, the GrowSouth initiative is a multifaceted approach to encourage growth and development in Southern Dallas. More information about the initiative can be found here: http://www.dallascityhall.com/government/mayor/growSouth.html.

Outline of Services Required

The selected firm (Consultant) is expected to provide strategic, creative, interactive, media and public relation services. The Consultant will develop and produce creative product for this campaign, which may include brand development, logo and web site design, interactive marketing, and media campaign creation including TV, radio, billboards, web advertising, website graphics, and website assistance. The cost of media placement should be included in respondentsfee as the media placements will be made by consultant on behalf of the City. The consultant will also be required to conduct community outreach and media relations as necessary.

Selection/Contracting Process Overview

Respondents with the most advantageous proposal will be invited to negotiate a contract for the requested services. An evaluation committee will review all submitted proposals in response to this RFP. The established criteria for this proposal will be used to measure the information in the proposal response to determine the most advantageous proposals. All rankings will be added together to determine the highest ranking proposers score. Each respondent shall submit a proposal with all relevant, factual, and correct information for evaluation. Failure to
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provide requested proposal documents may adversely affect your score. If the evaluation committee is unable to determine qualifications due to lack of documentation provided by the respondent, the respondent will receive few or no points for that evaluation criteria. Respondent shall submit a preliminary detailed pricing for their proposal or the proposal may not be considered for award. Respondents who donate all or a portion oftheir creative services and product, pro bono, so as to reduce the overall cost to the City of the campaign will receive higher rankings for pricing than Respondents whose turnkey campaign pricing is higher.

Desired Scope of Work

1) Strategic planning: The consultant will conduct the research necessary to provide the City with a better understanding of existing perceptions and misconceptions of the current status and opportunities in Southern Dallas and make suggestions and recommendations on how to best market Southern Dallas opportunities to North Texas. The consultant will develop a strategic marketing plan that identifies marketing strategies, objectives and tactics. 2) Advertising: The Consultant will design and/or produce a creativeadvertising/public awareness campaign which mayinclude concept development, copy writing, media production, graphic design and production services for print, web, outdoor and collateral materials. The successful respondent should have media buying experience in the North Texas market and should be skilled at value-added negotiations. 3) Public and Media Relations: The consultant will be required to develop and implement an integrated communications plan that increases brand awareness, visibility and interest from end users and potential developers. Efforts may include the development of news releases, following up with media sources to get stories placed, media interviews and media blitz campaign. The selected consultant will also track exposure and impact. 4) Marketing Communications: The consultant will design, write and print all marketing literature and other support literature required to market GrowSouth and Southern Dallas, ensuring consistency of the message and complementary use of media.

Experience
Documented experience in planning, developing and executing successful advertising and branding/rebranding campaigns Documented experiences in developing advertising programs that reach diverse communities Documented experience in dealing with issue-oriented advertising Documented experience in forming strategic partnerships and gaining input from varied partners
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Documented experience in negotiating media buys in the North Texas market Documented experience in digital marketing and website development

Evaluation Criteria and Selection Process

Evaluation Criteria Weighting Experience in the last five years with development of public awareness or advertising campaign as the primary business focus Pricing: services provided within a fixed budget Quality of prior campaigns and qualifications of key staff Responsiveness to proposal, proposed method for conducting campaigns and project plan Total 20

30 25 25 100

Firm Past Performance

For key personnel, the Consultant should identify the project manager, assistant or deputy project manager and senior team members who are expected to make the most significant contribution to the marketing initiative. The qualifications should list current and pending project obligations for each of these individuals and indicate the time they have available to perform the indicated services. For demonstrated experience, the successful Consultant should show previous experience with at least three similar type campaigns in the past five years, including the production of at least one comprehensive marketing plan in which key team members and corporations had primary responsibility. This information should also include a minimum of three (3) references, including email addresses and phone numbers, that would be willing to discuss their service experience with the City (Texas companies and particularly municipalities are preferred).

Sub-consultants
The consultants team may include the services of sub-consultants in order to ensure the range and depth of expertise necessary to perform the expected marketing tasks. The proposed team of sub-consultants will be reviewed by the City during the selection process.
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Business Inclusion and Development (BID) Plan

It is the policy of the City to use qualified Minority and Women-Owned Business Enterprises (M/WBEs) to the greatest extent feasible on the Citys construction, architectural and engineering, professional services, other services, and goods contracts. The City and its contractors shall not discriminate on the basis of race, color, religion, national origin, or sex in the award and performance of contracts. In consideration of this policy, the City has adopted the Business Inclusion and Development Plan (BID Plan) for all City contracts. The purpose of the Business Inclusion and Development Plan is to increase participation of locally owned M/WBEs in City procurement and contracting opportunities and to develop the local business base through the award of contracts and purchases to locally owned businesses. The Citys goal for minority and women business enterprises for other services is 23.8%, based on City Council Resolution #97-1605 dated May 14, 1997. It is the responsibility of the prospective proposer to comply with the M/WBE requirements and the Business Inclusion and Development Plan. Assistance in preparing Business Inclusion and Development (BID) documents may be obtained by contacting Resource Link Outreach Coordinator, Richard Carrizales, at 214-671-5010 or Richard.Carrizales@dallascityhall.com. Additional details are also available on the Citys web site at www.dallascityhall.com.

Pre-Proposal Conference Information

A Pre-Proposal conference will be held on July 31, 2013 at 3:00 p.m. in the Business Development and Procurement Services Conference Room #3FS, Dallas City Hall, 1500 Marilla, Dallas, Texas 75201. All respondents are encouraged to attend the conference, but attendance is not mandatory. It is to the respondents advantage to read all sections of the RFP prior to the preproposal meeting and advise City staff of any questions regarding the RFP specifications or supporting documentation during the meeting. Requests for additional information, questions submitted in writing by prospective Proposers, along with questions from the pre-proposal meeting, will be provided as an addendum on the Citys website (http://www.bids.dallascityhall.org).

Preliminary Timeline
The City intends to recommend award of a contract in August 2013. All dates are tentative and are subject to revision.
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Communication and Inquiries

During the solicitation process the only contact with City personnel, other than with the Office of Business Development & Procurement Services, will be at the preproposal conference. All other questions should be submitted in writing and referred to the buyer listed below. Michelle Charnoski, Sr. Buyer michelle.charnoski@dallascityhall.com City of Dallas, Business Development & Procurement Services The last day for submitted questions shall be 5 business days prior to the proposal due date.

Submittals
Sealed responses shall be delivered in person or by mail to the address listed below by 2:00 p.m. on the due date. Starting at 2:01 p.m. on the due date, submissions will not be accepted and will be returned to the Proposer unopened. All submissions should include the project name and number, firm name, address, telephone number, and designated contact person regarding the submission. One (1) original, seven (7) copies and one (1) electronic document (flash drive or CD only) of the submission and relevant documentation should be submitted to: Dallas City Hall Michelle Charnoski, Sr. Buyer Business Development & Procurement Services 1500 Marilla St. #3FN Dallas, TX75201

Submission Information
The proposal submission should contain and be organized in the following manner: 1. Cover letter: Provide a short cover letter (not to exceed 2 pages) with the name of the proposal, contact information, including a primary contact name, mailing address, phone number, and email address and a short summary of your understanding of the request and your teams qualifications. The letter should be signed by an authorized officer of the firm that will be the lead contracting entity.

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2. Project understanding: Present an overall description and understanding of the project and the general approach taken in responding to this RFP. Highlight the Respondents capabilities, understanding of the project and approach to successful accomplishment of the project. 3. Previous experience: The proposal shall include descriptions of similar and recent campaigns completed within the last five years, including previous examples of work for public sector clients. Provide case histories of the three most recent issue-oriented advertising campaigns, including but not limited to the scope and budget of the campaign, the dates of the campaign and samples of materials developed for the campaign. Paper copies should not exceed 11x17; digital/electronic copies (flash drive or CD only) shall also be submitted as stated above under section Submittals. Provide contact name, address and telephone number of at least three and no more than five current and prior clients for reference checks. Include relevant background and experience as well as resumes of key personnel.

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4. Timing and costs: The proposal shall include a detailed schedule illustrating the proposed activities, duration of each activity and project deliverables. The campaign schedule should also include any activities that will be the responsibility of the City to complete. The Proposal shall also include a schedule of fees broken down by service provided for each category or resource, as defined by the desired scope of work. The respondent should estimate the amount of time that may be required to complete the task when considering the fee, but payment will be on a fixed fee basis, not hourly or otherwise based on time or materials. The City is looking for a turnkey solution that includes all related expenses including, but not limited to printing, production and media placement. Proposals that include donated, pro bono creative services and product, so as to reduce the overall price to the City will score higher on pricing evaluations than proposals with higher overall costs. All proposals shall be typed and bound on 8.5 x 11 paper. Project examples are an exception to the 8.5 x 11 sizing requirement but should not exceed 11 x 17.

Insurance Requirements
The successful respondent will be required to purchase and maintain, during the term of the contract, insurance as described in Attachment 1 and agrees to the indemnification agreement therein.

Contract
Contract award is subject to approval by the Dallas City Council. The City will require the respondent to sign the necessary contract documents prepared by the City Attorney's Office. A sample contract is included as an attachment for review of general terms and conditions.

Confidentiality
All information, documentation and other materials submitted in response to this solicitation are subject to public disclosure under the Texas Public Information Act after the solicitation is completed and contract executed with the selected respondent.

Ownership
Any and all creative concepts including logos, brands, scripts, storyboards, drawings, design work (in native format); all written information and other materials
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prepared for the execution of the project shall become the property of the City. All materials shall be developed exclusively for the City and may not be used in similar manner by any other municipality or other entity without express written consent from the City.

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