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Marketing and Advertising Services (Campaigns) and Media Planning and Buying Services
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DESCRIPTION: Marketing and Advertising Services (Campaigns) and Media Planning and Buying Services |
AGENDA NO: Click or tap here to enter text. FILE ID: 22-111 |
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ACTION REQUEST: ☒ Approval ☐ Review Comment ☐ Information Only ☐ Other |
RECOMMENDATION:
recommendation
To authorize the Interim Chief Executive Officer to execute two contracts, one for Marketing and Advertising Services (Campaigns) and one for Media Planning and Buying Services. The contract for Marketing and Advertising Campaign Services is to be awarded to Trumpet, LLC at a not to exceed cost of $200,000 per year up five years, establishing a five-year not to exceed total of $1,000,000; and to authorize the Interim Chief Executive Officer to execute a contract for Media Planning and Buying Services to The Spears Group, LLC at a not to exceed cost of $200,000 per year up five years, establishing a five-year not to exceed a total of $1,000,000.
It is recommended that the project be split between Trumpet LLC and The Spears Group. Trumpet, LLC will be awarded the Marketing and Advertising Campaign Services contract for $200,000 and Spears will be awarded the Media Planning & Buying Services contract for $200,000, totaling $400,000 per year for up to five years with a not to exceed total of $2,000,000.
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ISSUE/BACKGROUND:
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The RTA's Marketing Department seeks contracts that will aid in the development of comprehensive marketing and advertising campaigns that are aligned with the department's annual goals and initiatives. The scope of work for this project is outlined in the next section.
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DISCUSSION:
CATEGORY A: ADVERTISING SERVICES (CAMPAIGNS)
Trumpet, LLC will develop, implement, measure, and maintain RTA pre-approved marketing campaigns, promotions, programs, and materials for RTA stakeholder groups, including current and potential customers, commuters, students, seniors, and the public. Examples of specific duties may include, but are not limited to, the following:
1. Develop and/or support targeted advertising campaigns and specific market promotions. This may include strategic planning, research, and implementation assistance to support:
a. Ridership Campaigns to increase ridership and fare revenue, educate and inform riders
b. Promotion of technology/ Rider Tools
c. Communication of Service Changes
d. Safety Campaigns
2. Develop targeted audience/ RTA rider profiles for strategic planning.
3. Develop advertisements for digital, audio, and print media that are culturally relevant to RTA’s core rider profile.
4. Develop advertisements utilizing social media platforms and mobile applications to maximize the effectiveness of marketing activities and stakeholder engagement.
5. Support the development, implementation, and evaluation of RTA's marketing programs to increase ridership, sell mobile tickets/ gain app downloads, promote accident reduction (safety campaigns), and improve service communications/ messaging efforts.
6. Support the RTA's Strategic Marketing & Communications Plan. This may include a review of the existing document, identifying marketing messages and channels, and working with RTA staff on strategic planning for the future.
7. Comprehensive advertising plans, as designed in conjunction with RTA's marketing team, will be available to RTA upon completion of work. All ads, original art files, campaign materials, and concepts will be made available to RTA upon completion of work.
CATEGORY B: MEDIA PLANNING AND BUYING SERVICES
Spears, LLC will support the RTA's media buying services; including print, TV, radio, digital, online, social, and outdoor, to deliver strategically targeted messaging to RTA's core audience utilizing their experience and expertise in planning, placement, execution, tracking of campaigns, and post-buy analytics to determine campaign success and inform future placements. Examples of specific duties may include, but are not limited to the following:
1. Propose and develop the media placement plan utilizing the most effective and culturally equitable mix of media outlets maximizing the allocated budget and make future budget recommendations.
2. Ensure equity in media so that media is placed utilizing culturally relevant outlets and targeted to RTA’s core rider profile.
3. Manage placed media and ensure media runs according to the media plan.
4. Set media goals for Reach, Frequency, Cost-Per-Point (CPP), and total Gross Rating Points (GRPs) where applicable, working with RTA Marketing.
5. Utilize the latest industry standards, tools, and resources for media planning/ buying and utilize media buying/ management software for media planning, buying, and post-buy analysis and reporting to RTA.
6. The comprehensive media plan and advertising flight plan will be available upon completion of the advertising campaign.
FINANCIAL IMPACT:
Funding for the above-stated project is $400,000 per year, establishing the project’s five-year total funding of $2,000,000. Both the marketing and advertising campaigns and media buying services contracts are locally funded under the RTA operating budget 1760002.7070.163.
It is recommended that the project be split between Trumpet and Spears. Trumpet will be awarded the Marketing and Advertising Campaign Services contract for $200,000 and Spears will be awarded the Media Planning & Buying Services contract for $200,000, totaling $400,000 per year for up to five-years with a not to exceed total of $2,000,000.
The initial term of the contracts resulting from this IFB will be for one year from the date of award with the option to extend the contracts up to four additional years, in one-year increments, for a total contract period not to exceed five years, unless special circumstances dictate otherwise.
NEXT STEPS:
Upon approval, we will proceed to execute a contract for Marketing and Advertising Campaign Services to Trumpet, LLC at a not to exceed cost of $200,000 per year up for five years, establishing a five-year not to exceed total of $1,000,000; and to execute a contract for Media Planning and Buying Services to The Spears Group, LLC at a not to exceed cost of $200,000 per year up five years, establishing a five-year not to exceed total of $1,000,000.
ATTACHMENTS:
1. Resolution
2. Solicitation Request Routing Documents
3. RFP-2022-012 Advertising Campaigns and Media Buying Services
4. Addendum 1- RFP-2022-012 Advertising Campaigns and Media Buying Services
5. Scope of Work - Advertising Campaigns and Media Buying Services
6. Procurement Summary IFB
7. Administrative Review Form
Prepared By: Angele Young Boutte
Title: Marketing Director
Reviewed By: Katherine Bush Felton
Title: Chief of Staff
Reviewed By: Gizelle Banks
Title: Chief Financial Officer
1/5/2023
Lona Edwards Hankins Date
Interim Chief Executive Officer