Request for Proposal

National Digital Media Planning and Buying Services

Downloadable Request for Proposal (PDF)

Issued By:

San Diego Tourism Authority
750 B Street, Suite 1500
San Diego, CA 92101

Key Dates (*may be subject to change)

RFP Released	October 23, 2023
Proposals Due	December 1, 2023
Vendor Finalist Selection	December 8, 2023
Vendor Finalist Oral Interviews if Needed (can be virtual or in-person)	December 15, 2023
Contract Awarded	December 19, 2023

 

Purpose

The purpose of this Request for Proposal is to seek and retain a qualified, innovative U.S. based marketing agency to provide media strategy, planning, management and buying services.

Project Overview

In 2023, the San Diego Tourism Authority (SDTA) identified the need to launch a National U.S. digital advertising campaign to raise awareness and perception of San Diego as a preferred vacation destination. The SDTA has an approved campaign concept and was recently awarded a multi-million-dollar EDA subgrant by Visit California as part of the state’s economic recovery. The $3.5MM grant awarded to the SDTA will support domestic marketing campaigns, DEI initiatives and an updated destination master plan. The digital advertising campaign is budgeted at a total of $1.845MM targeting a National U.S. audience with media running April through June 2024 to increase Spring and Summer travel into the destination. The project must be billed in full by July 15, 2024. Once selected, the agency must be prepared to begin work with SDTA immediately.

Scope of Work:

• Provide a comprehensive research-based media strategy for the advertising campaign
• Identify key target audiences
• Identify KPIs to measure performance
• Recommend specific tactics across all digital channels
• Measure against established benchmarks
• Execution of an RFP process with media vendors
• Evaluation of media proposals
• Delivery of comprehensive media plan and flowchart
• Media vendor management and communication
• Buying services and placing of all insertion orders
• Manage campaign optimizations and make recommendations to increase ROI
• Ongoing review of media opportunities
• Provide monthly reporting of KPIs
• Coordination with the Brand Agency of Record to deliver all required creative assets

The project partner will be expected to take the lead during all phases of the project, working with direction from the SDTA Brand Management Team.

Background on the San Diego Tourism Authority

The San Diego Tourism Authority (SDTA) is San Diego’s umbrella destination marketing organization, charged with driving visitor demand and monitoring the health of the tourism industry. SDTA develops sales and marketing programs that promoted San Diego as a preferred leisure and meetings destination. In collaboration with San Diego’s tourism industry partners, SDTA serves as the collective voice of the destination and aims to keep San Diego top-of-mind.

Incorporated in 1954, SDTA is a private nonprofit 501c6 corporation that is governed by a 19-member board of directors composed of industry and non-industry representative. Funding comes from the City of San Diego Tourism Marketing District, City of Coronado Tourism Improvement District and private source revenues (membership dues, advertising and events).

Investment by SDTA in sales and marketing of San Diego brand has resulted in San Diego becoming one of the nation’s top travel destinations.

Vision

Leading San Diego to be the most desirable destination.

Mission

To drive visitor demand to economically benefit the San Diego Region.

Our Diversity, Equity, Inclusion and Accessibility Statement

In San Diego, all are welcome, and differences are celebrated. The San Diego Tourism Authority is committed to diversity, equity, inclusion, and accessibility to promote unique San Diego experiences and elevate voices in the community that speak to travelers from around the world. We aim to be a thought leader in our industry, city, and community.

Proposal Requirements:

In a maximum of 15 pages, please provide the following information:

Company Background

Please include the following items:

• A letter of interest;
• A description of your company’s primary services;
• The year in which your company was formed;
• The U.S. operations address from which the primary work on the contract would be performed;
• Numbers of total employees and contractors; and
• A current and past client list.

Conflict of Interest

Please list all tourism-related clients for whom you have acted during the past 12 months. Please include a brief description of the type of activity and services you provide.

Company Management & Staff

Please include the following items:

• The contract manager for this scope of work; and
• The individuals who will be conducting the day-to-day work.

For all individuals assigned to this account, please provide:

• Current resumes/biographies demonstrating qualifications related to this RFP; and
• Length of time with your company

Case Studies

Showcase studies (minimum of three) with demonstrated results relevant to San Diego Tourism Authority (scale, industry, and/or similarity).

Miscellaneous

• Please describe your familiarity with San Diego and experience working with Destination Marketing Organizations.

General project questions

• Please describe your process for planning media, including how you establish goals, select partners and approach targeting given the estimated budget.
• List the project phases and key milestones typically used when developing a comprehensive, multi-million-dollar media plan.
• Please describe your approach to optimization during the span of a project.
• Please describe your approach to client service, including your process for handling one-off requests, your average response time, and escalation process. Comment on the process used when beginning a relationship with a new client.
• Please describe your approach to reporting and how you work with custom reporting requirements.
• Please describe your access to industry-based research.
• Please provide an overview of your capabilities to provide creative/digital production support if needed.

Budget

The current budget for this project is $1,845,000 inclusive of fees.

• Please provide an overview of your fee structure for services.
• Demonstrate financial viability for maintaining a budget of this size.
• Please provide method of billing for work.

Proposal Evaluation

The SDTA Review Committee will evaluate the written proposals. The criteria for the scoring of the proposals is included as Attachment A. The committee may at any time during the evaluation process seek clarification from Proposers regarding any information contained within their proposal. Final scores for each Proposer will reflect a consensus of the evaluation committee. Any attempt by an agency to contact a member of the evaluation committee outside the RFP process, in an attempt to gain knowledge or an advantage may result in disqualification of Proposer.

The Review Committee may choose to do oral interviews (via in-person or virtual) if needed. Should oral interviews be deemed necessary, the SDTA will provide at least 7 working days notice before scheduling the meetings.

Please note: Upon completing the selection process under this RFP, San Diego Tourism Authority will notify the winning Proposer and all other Proposers who were not selected. San Diego Tourism Authority’s deliberations are confidential. Accordingly, while we understand that non-selected proposers may wish to ascertain reasons for their non-selection, San Diego Tourism Authority cannot respond to any subsequent questions and/or requests for information as to why a company was not selected.

Reserved Rights

All proposals submitted shall become the property of San Diego Tourism Authority and shall not be returned to the Proposer. San Diego Tourism Authority also reserves the right to:

• Reject any and all bids;
• Cancel this RFP;
• Revise the amount of funds available under this RFP;
• Amend this RFP as needed; and
• Not select a vendor and award a contract from this RFP

Submission Instructions

Preferred Delivery: Electronic (PDF); however, if hard copies are sent, please include four copies.

Deliver to: kvkapich@sandiego.org, or if sending by mail:

Kerri Kapich
Chief Operating Officer
San Diego Tourism Authority
750 B Street, Suite 1500
San Diego, CA 92101

NOTE: If an extension to the response deadline is needed, please send an email to the contact above with a brief statement on why the extension is needed.

Inquiries

All inquiries regarding this RFP should be directed via email to:

Kerri Kapich
Chief Operating Officer
San Diego Tourism Authority
750 B Street, Suite 1500
San Diego, CA 92101
e: kvkapich@sandiego.org