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Home My WebLink About2015-05-21; Carlsbad Tourism Business Improvement District; 05-15-114; Digital Marketing Request for ProposalCARLSBAD TOURISM BUSINESS IMPROVEIVIENT DISTRICT (CTBID) AGENDA BILL AB# MTG. 05-15-114 5-21-15 Digital Marketing Request for Proposal CTBID STAFF GENERAL COUNSEL RECOMMENDED ACTION: Review draft request for proposal for digital marketing services and provide feedback. ITEM EXPLANATION: The Carlsbad Tourism Business Improvement District contracts with VisitCarlsbad to provide tourism marketing services for Carlsbad. This includes the operation of the visitor center, public relations and digital marketing. In the past, the digital marketing portion of the contract has been contracted out by VisitCarlsbad. As part of the VisitCarlsbad contract with the CTBID for FY 2016, the CTBID Board has requested that a Request for Proposal (RFP) be issued for the digital marketing services and that the top 3 proposals be presented to the CTBID Board in July for the CTBID Board to select the company to provide these services. At the April 22, 2015 Board meeting, the CTBID Board asked to review the Digital Marketing RFP prior to its issuance so that they could provide feedback. Attached at Exhibit 1 is the draft RFP which was developed with input from the VisitCarlsbad Board, Strategic Advisory Group, and City staff. Feedback provided by the CTBID Board will be incorporated in the RFP prior to its issuance. FISCAL IMPACT: None. ENVIRONMENTAL IMPACT: This action does not qualify as a project under the California Environment Quality Act ("CEQA") and will not have a physical adverse effect on the environment. (CEQA Regulation 15378(b). EXHIBITS: 1. Draft Request for Proposal for Digital marketing DEPARTMENT CONTACT: Cheryl Gerhardt, 760-602-2753, chervl.qerhardt(@carlsbadca.qov EXHIBIT 1 ^^.{/€/r . . 400 Carlsbad Village Dr. "^''"CQrlSbQd Carlsbad, OA 92008 Request for Proposal for Visit Carlsbad's digital marketing, social media, and site maintenance. Statement of Need Visit Carlsbad is accepting proposals from digital marketing agencies that can drive consumer demand through a variety of online marketing strategies such as paid search, social media, email marketing, online banner advertising, and organic SEG. The agency will also provide site maintenance for the Visit Carlsbad's website as well as demonstrate the capability to be results- oriented, with reporting on campaign effectiveness, ROI, and increased demand. Carlsbad has just finished a strategic planning process and the final plan is enclosed. Please review the sections related to direct marketing in preparation of your response. The plan has identified targeted markets and the key time-frames where Carlsbad is in need of increasing visitation and hotel occupancy. Please tailor you responses and examples to align with the strategic plan direction. The ultimate goal of the digital marketing efforts will be to drive the conversion of new room nights and visitors to Carlsbad. There will be a portion of the evaluation based on a firms experience and approach in this area. Background In January of 2015, after an eight month inclusive process, the Carlsbad City Council in conjunction with the Carlsbad Tourism Business Improvement Board received and supported a new strategic plan for tourism in Carlsbad. The process included over 75 tourism industry stakeholders and is widely supported. The conclusion of this report creates the opportunity for Visit Carisbad to solicit responses from digital marketing agencies as key partners In the implementation of the plan. All respondents to this RFP are strongly encouraged to review the attached plan in developing their approach. The Carlsbad Convention and Visitors Bureau, dba Visit Carlsbad is Carlsbad's Official destination marketing organization and is the primary driver of tourism development for the City of Carlsbad. Our mission is to execute an annual tourism marketing plan on behalf of the City of Carlsbad and its advisory board, Carlsbad Tourism Business Improvement District (CTBID). Our total FY16 budget is $850,000 of which $200,000 to $400,000 will be earmarked for digital marketing. The realigned focus ofthe Visit Carlsbad budget is outlined in the budget section ofthe strategic plan. Visit Carlsbad reserves the right to award areas of digital marketing to individual firms. As an example, Visit Carlsbad may award the social media efforts to one finn and the direct marketing efforts to another. ^. 0S/r 400 Cartsbad Village Dr. """"^^ " CdHsbdCl Carlsbad, CA 92008 Qualiflcations Please explain your company's abilities as it pertains to the following areas. 1. Digital marketing capabilities a. Specific experience in Direct Marketing (email) and Social Media b. SEO and content optimization c. Display and PPC targeting and strategy 2. Website maintenance 3. Pricing (flat rate, hourly, contract, etc.) Areas of focus In developing your response please respond to the following questions and how your firm will approach the overall direction for Visit Carlsbad. 1. Please review the markets that have been identified in the Strategic Plan. Piease lay out your approach for using the different digital approaches to reach these markets. 2. Please articulate your approach to reporting conversion as outlined in the plan. Please create a sample high level report that you would propose go to the key tourism stakeholders in Cartsbad. This would include your assessment of the measurement recommendations included in the report and the most effective approach in achieving a measurement plan that is focused on tracking conversion. 3. The plan lays out the importance of increasing visitation during the "shoulder" periods. Please demonstrate relevant examples where your firm has focused on soft periods and drove incremental business for a client. 4. The current statistics on web referrals, direct room nights generated and package conversion demonstrate an opportunity to increase these results going fonvard. The plan illustrates an approach to initial goal setting for the next fiscal year for Visit Carisbad. Please comment on the viability of achieving these goals and any adjustments you might make. 5. The successful firm will demonstrate accountability for increasing visitation to Carisbad. Please describe a similar example where your firm was held accountable for quantitative results. 6. The area of measuring "conversion" in tourism has challenges. Please articulate your approach to measuring conversions in tourism.. 7. After reviewing the strategic plan, please add any other examples or approaches you have used or propose that will support the overall direction. i/fs/r 400 Carlsbad Village Dr. ' "'carlsbad Information Requested Please provide information for the items listed below. 1. Company name 2. Address 3. Location(s) 4. Relevant digital marketing experience and samples 5. List (3-5) industry references (contact names & phone #s) 6. Scope of services 7. Pricing structure as it relates to scope of services (sample scope of services on pg.2) Selection of Agency Visit Carisbad will be using a combination of qualifications and company information to evaluate each company's capability of fulfilling the requirements. After the preliminary selection based on qualifications, qualified companies will be selected for in-person presentations to the Visit Carisbad Board of Directors. Time for Response The deadline for submitting your company's information is 6/30/2015. The selection of the winning company will be the week of July 27"^, All submissions should be made by mail to Sam Ross, Executive Director, Visit Carisbad, 400 Carisbad Village Drive, Carisbad, CA 92008 or by email to samr@visitcarlsbad.com. Digital Marketing RFP Time Line: 06/01/2015 Visit Carisbad digital marketing RFP sent to agencies 06/30/2015 Completed RFP to Visit Carisbad by 5pm 07/01/2015 - Review of qualified companies, and presentations to VC Board of Directors 07/24/2015 07/30/2015 - Agency selection Visit Carisbad will accept proposals for all or individual areas of the scope of services. Visit Carlsbad will also accept proposals from more than one firm that would like to team for this response. carlsbad 400 Carisbad Village Dr. Carisbad, CA 92008 Sample Scope of Services Pricing Structure Please review the shift in emphasis to a targeted direct marketing based approach outlined in the strategic plan to develop your proposed budget. Scope of Services Total Budget Paid Media MEDIA SUBTOTAL Media Management Project Management Analytics & Reporting Creative Development Content Development Website Maintenance Social Media Marketing Email Marketing SEO Hosting AGENCY SERVICES SUBTOTAL TOTAL SPEND Attachment: Carlsbad Strategic Plan