July, 23, 2007
To Whom It May Concern:
Enclosed you will find the details pertaining to VISIT FLORIDA’s agency review process and Invitation to Negotiate (ITN) related to our advertising efforts. Your organization has been included in the distribution based on either previous inquiries made by a representative or assumed capabilities that your firm possesses.
By the length of the ITN, you can see that every effort has been made to provide the detail necessary for your response. However, as noted in the timeline, we are also allowing for an initial period to answer additional questions prior to the deadline for a formal response.
Please give every possible consideration to this request.
Best regards,
Cliff Nilson
General Counsel and VP of Government Relations
Invitation to Negotiate
Introduction
In accordance with company guidelines calling for periodic evaluation of external vendor services, VISIT FLORIDA is engaging in a review of advertising agency services. The current agency contract expires June 30, 2008. This review and subsequent negotiations to secure agency services targets completion by the week of November 19, 2007 in anticipation of the 2008-2009 planning process, which begins the following week. Additional detail on the timeline is provided under the Review Process Timeline in Exhibit A.
Proposals submitted for consideration in this review process must be from Florida-based agencies and address, to the greatest extent possible, each item listed in the Scope of Evaluation and Services Required section of this document. Proposals may be rejected if minimum requirements are not met. All proposers wishing clarification of elements in this document must submit questions via e-mail to VISIT FLORIDA as prescribed under Review Process Timeline no later than 5:00 p.m., on August 15, 2007 Eastern Daylight Savings Time. All questions posed by firms submitting a “letter of intent to submit” will be tabulated with collective answers and sent back to all bidders.
Costs for developing proposals are entirely the responsibility of the proposer and shall not be reimbursed by VISIT FLORIDA. All proposals received by VISIT FLORIDA in response to this process will be evaluated by a committee (See Exhibit B) consisting of VISIT FLORIDA senior management and one board member appointed by the chairman of the board. A standard scoring sheet (See Exhibit C) will be used to quantify the evaluations of each committee member. Numeric scores, as calculated by an averaging of committee member score sheets, shall serve as the basis for a rank ordering of finalists.
The highest ranking proposal will qualify its authoring company to enter into negotiations with VISIT FLORIDA for services as described in this document. The invitation to negotiate (ITN) does not guarantee the awarding of a contract, rather it allows both parties to engage in confidential negotiations toward a mutually beneficial relationship. VISIT FLORIDA reserves the right to negotiate with multiple agencies should contracting for individual service categories be desirable. The anticipated length of the contract is three years, commencing November 26, with a two year renewal clause and customary provisions for early termination based on performance. In the event that negotiations fail to realize a binding contract, VISIT FLORIDA retains the right to re-open negotiations with the next highest ranking proposer until a mutually beneficial relationship is secured.
Minimum Requirements
1. Notice of Intent to Submit: A written Notice of Intent to Submit must be received by August 10, 2007. The notice should be e-mailed as an attachment to Cliff Nilson, General Counsel, at cnilson@VISITFLORIDA.org. A return acknowledgment will be issued by VISIT FLORIDA, which will serve as confirmation of receipt. The Notice of Intent to Submit is non-binding; however, it ensures the receipt of all addenda and exhibits related to this review process. Proposals will be accepted only from applicants who submitted a timely Notice of Intent to Submit.
2. Response to Scope of Evaluation and Services Required: In the form of a written proposal, ten copies to be submitted by October 2, 2007, provide a description of the nature of the organization’s services, creative portfolio and processes in response to the specific elements identified in this document under the Scope of Evaluation and Services Required section.
3. Disclosure of Conflict(s) of Interest: Client relationships that could be considered a conflict of interest must be listed, including all clients in the travel or tourism industry. Such a list of potential conflicts does not disqualify a proposal, however, VISIT FLORIDA reserves the right to exclude a proposal from consideration at any point in the review or negotiation process should the conflict(s) of interest be deemed as unacceptable.
4. Budget: A comprehensive budget breakdown for each of the service categories specified in the Scope of Evaluation and Services Required must be included. This budget should illustrate fee basis, commissions, hourly rates and pass-through for appropriate categories.
5. Financial Statements: Proposer must provide evidence of financial stability. The proposer must document sufficient financial resources necessary to perform all services associated with this contract. Audited or reviewed financial statements are required for the three most recent years of operations. Please also provide the agency’s Dunn & Bradstreet number. Financial statements are confidential and will be reviewed only by VISIT FLORIDA’s CEO and CFO. Financial documents should be labeled “confidential” and submitted in a separate envelope. One set is sufficient.
Background
VISIT FLORIDA is a public/private partnership operating as a 501 (c6) private company and is responsible for the marketing of tourism to and within
VISIT FLORIDA’s goals are to increase the economic impact of tourism to and through
1. Increasing the number of visitors to and within
2. Increasing the average length of a stay;
3. Increasing repeat visitation;
4. Increasing the activity level of visitors once inside the state.
However, directly measuring VISIT FLORIDA’s return on investment with regard to the four goals listed above is difficult. Therefore, in addition to the goals listed above, VISIT FLORIDA is seeking a marketing partner who can help achieve the following benchmarks in alignment with its strategic plan through the integrated program described in this document:
1. Increase the number of annual visitors who utilize VISIT FLORIDA as a planning resource;
2. Increase the percentage of the persons who recognize VISIT FLORIDA as “the trusted source for vacation or meeting planning”;
3. Increase the economic impact gain through marketing initiatives by VISIT FLORIDA and its industry Partners.
Note that the word “partner” is used by VISIT FLORIDA in two principal ways. We prefer to use the word “partner”–with a lower case “p”–rather than “vendor” to describe valued organizations with whom we do business. We capitalize the word “Partner” as the preferred way of referring to our membership base, now numbering more than 3,400.
In working to achieve the goals above, VISIT FLORIDA represents the umbrella brand: the
However, a considerable portion (approximately 55%) of our annual marketing budget is expended in two forms of cooperative marketing efforts that create opportunities for our Partners who buy-in to programs under the VISIT FLORIDA umbrella branding. Through traditional co-op programs, VISIT FLORIDA will buy down the cost of a marketing opportunity so that the Partners can buy into portions of the program. VISIT FLORIDA’s brand and call to action are present, but Partners messages are the dominant message featured. In “sanctioned” co-op programs, media outlets and marketing partners offer discounted rates to VISIT FLORIDA Partners in the absence of a direct buy-in from VISIT FLORIDA. In these cases, it is the access to the Partner base and the meaning of “sanctioned co-op” that creates value for the marketing partner. As in traditional co-op programs, VISIT FLORIDA’s brand and call to action are present, but Partners’ messages are also featured in sanctioned co-op programs.
Scope of Evaluation and Services Required
The scope of advertising agency services addressed by this review includes five specific and separate areas across both online advertising and offline (print, broadcast):
• Account Management and Fees
• Creative and Production Services and Fees
• Creative Portfolio
• Media Planning and Fees
• Accounting Process and Fees
Account Management and Fees
The agency shall maintain an adequate and competent professional staff within the state of
Throughout the relationship, an emphasis on innovation and Partner value will be the hallmarks of the relationship. The agency should be able to draw from experience and from the latest industry research to bring strategic recommendations, processes and ideas that create value for VISIT FLORIDA and the
In the role of strategic partner, the successful vendor must display extensive knowledge of the tourism industry, with first-hand knowledge of
The agency shall examine and consider market research, demographic data, and data relating to the effectiveness of past and present campaigns, as may be available via its own resources, or as provided by VISIT FLORIDA, but the agency will not be required to conduct or supervise market research except for an additional fee subject to agreement.
The agency should be prepared to work collaboratively with VISIT FLORIDA’s staff to raise awareness of Partnership and its benefits. Often account management extends to proactive and reactive communication with the
The advertising agency of record acts in concert with existing vendors who are currently contracted for services that overlap with services detailed in this document. This integration is key to the development and execution of integrated marketing programs. For example, Miles Media serves as the agency of record contracted for consumer and trade direct marketing, such as consumer web site development, print collateral development targeting consumer and meeting planner segments and integrated electronic magazines. However, the advertising agency’s involvement is integral as strategic direction is formulated, branding and design guidelines are shared, and special direct marketing projects are frequently developed as part of larger campaigns. The Miles Media relationship does not preclude the agency from planning, developing and executing direct mail as not addressed by the current Miles Media relationship.
VISIT FLORIDA requires, at a minimum, one dedicated full-time account manager who will coordinate all services and communicate with VISIT FLORIDA. In addition to the account manager, VISIT FLORIDA desires access to individual staff members within the agency’s organization wherein such contact will result in greater efficiency, quick response and/or specific expertise.
Services falling under account management shall include, but not be limited to, several categories:
• Provide full and comprehensive management of all aspects of the account;
• Offer integrated marketing communication planning and consultation to VISIT FLORIDA;
• Create and input data, such as the annual media plan and its regular updates (e.g., descriptions, target markets, rates and deadlines) into the VISIT FLORIDA database enabling annual and updated plans to be accessed by the Florida tourism industry via VISIT FLORIDA’s extranet (www.VISITFLORIDA.org);
• Manage the Partner cooperative programs:
• Coordinate Partner communication to promote and secure co-operative program participation (i.e., creation and distribution of marketing materials);
• Secure contracts or agreements with Partners and their subcontractors;
• Accept and edit creative from advertisers/agencies via standard methods;
• Provide sales services, such as billing and collections;
• Provide customer support for all Partner inquiries and related stages toward successful execution of co-operative programs;
• Solicit, manage and implement programs for businesses designated as VISIT FLORIDA strategic partners and for other private-sector alliances subject to VISIT FLORIDA’s prior approval.
• Create programs of value for partners and the State of
• License for the use of
• Negotiate strategic partnership terms, payments, and media conversion commitments;
• Collect partner and VISIT FLORIDA funds and disbursements of such funds to program suppliers;
• Supervise subcontractors at VISIT FLORIDA’s expense, upon request, to provide research, public relations and other promotional services, and integrate the performance of such contracts into the overall marketing plan of VISIT FLORIDA;
• Provide detailed monthly performance reporting/ROI to VISIT FLORIDA as specified by finance department requirements;
• Provide periodic reports as requested as required by VISIT FLORIDA for its own reporting to external auditors and the state of
• Report the financial status of the approved budget within three working days of each month end. The report will show purchases authorized, billed, paid and accrued as well as the Partner portion of all cooperative programs;
• Forecast and project production costs and update monthly.
Specific Questions/Requirements for Account Management and Fees
1. Indicate how the company will provide a program as identified under the “Account Management and Fees” section.
2. Describe the company’s ability to act as a strategic planning partner for VISIT FLORIDA. Indicate what research and tourism industry knowledge (and, if applicable,
3. Propose a comprehensive fee or rate structure, if any, necessary to address the provision of account management as part of an overall budget.
4. Indicate the company’s specific expertise in integrated marketing communication or advertising as identified in this document including:
a. Name of clients
b. Length of contractual relationship
c. Services provided
d. Contact information for client references
5. Indicate the number of years the company has been in business.
6. Indicate the number of years and nature of the company’s experience and expertise in the tourism industry and, if applicable, the
7. Indicate awards and accolades the company has won for work that is pertinent to this relationship.
8. Describe the expertise of the personnel to be utilized for account management. Provide the following:
a. Number of full-time equivalents assigned to this account;
b. Bio/resume of account executive(s) responsible for this account;
c. Bio/resume of dedicated team. Indicate which team members will be touch points for VISIT FLORIDA within your organization;
d. Number of years of experience on related projects for each team member;
e. Specific knowledge of
9. Indicate how Microsoft Project or other comparable scheduling technology will be used to monitor and manage all aspects of this relationship, particularly how scheduling will be shared with client.
10. Indicate which services provided by the agency are outsourced to subcontractors. If subcontractors are to be used, indicate your process for information flow and subcontractor management. For each identified subcontractor, provide answers to questions 5-7.
11. Indicate the company’s experience developing co-operative advertising programs.
12. Detail the system that would be in place to enable a turn-key co-operative program, including Partner communication, solicitation and tracking.
13. Indicate how the company will provide lead tracking, such as “reader response,” to demonstrate program effectiveness and inform future strategic planning;
Creative Services and Fees
The selected agency must be able to supply turn-key creative services to VISIT FLORIDA. These services should include but not be limited to:
• Planning, consultation and presenting creative options to VISIT FLORIDA;
• Digital marketing expertise;
• Editorial services
• Copywriting;
• Fact-checking, proofreading and editing of all materials placed or handled by agency;
• Revision of content as needed to appear across multiple platforms, adjusted as appropriate for the medium;
• Design & graphics services
• Creation and implementation of original creative, designs, artwork, templates and related elements that present a consistent brand as mutually developed with VISIT FLORIDA;
• Layout and design;
• Cartography services for all maps when present;
• Typography;
• Illustrations;
• Photography (including direction of photo shoots and image selection);
• Creation and maintenance of a photo library adequate to meet the needs of the program’s products.
The successful proposer will also demonstrate either contracted services or internal capabilities sufficient to offer creative counsel and execution specific to multicultural markets, such as African-American and Hispanic-American audiences.
Specific Questions/Requirements for Creative Services and Fees
1. Indicate how the company will provide a program as identified under the “Creative Services and Fees” section.
2. Indicate what percentage of creative services is/will be outsourced and/or subcontracted to other companies or freelance agents.
3. Identify staffing to support creative services. All employees should be included with biographical sketches, if available.
4. Propose a comprehensive fee or rate structure necessary to address the provision of creative services as part of an overall budget.
Creative Portfolio
Samples of the proposer’s creative portfolio will be evaluated as a measure of creative capabilities and quality. Case studies that connect the agency’s creative executions to measurable results or return on investment are highly desirable. Working under the belief that history is a reasonable indicator of future performance, only work developed under the agency’s existing executive or creative management may be submitted. Absolutely no speculative creative work on VISIT FLORIDA’s behalf will be considered in the evaluation process.
Specific Requirements for Creative Portfolio
1. Provide samples of creative product resulting from work performed under the direction of the current agency executive management or creative director(s).
2. Provide a reasonable sampling of case studies that demonstrates creative product tied to return on investment (ROI).
Creative and Production Services and Fees
Production services generally fall under those activities necessary to create promotional materials from concept to final format required for appropriate display according to media outlets mechanical specifications, but may also included subcontracting certain creative services. For planning purposes, proposers are advised that VISIT FLORIDA’s typical annual allocation for creative and production services is $1 million.
The agency may contract with third-parties to provide materials and services necessary for carrying out the agency’s duties under the terms of the final agreement, based on first obtaining VISIT FLORIDA’s written consent consisting of a written budget, an estimate of costs prepared by the agency and signed by an authorized VISIT FLORIDA staff member, or a signed purchase order. Failure to comply will result in loss of agency fee on the unapproved expenditure. This requirement is applicable to production services, as well as creative services, media services and others not explicitly anticipated in this document.
Production services should include, but not be limited to:
• Editorial services
• Copywriting;
• Revision of content as needed to appear across multiple platforms, adjusted as appropriate for the medium;
• Design, graphics and reproduction services
• Finished art from original creative, designs, artwork, templates and related elements for final placement;
• Video, edits, b-roll, dubs, audio recording and talent;
• Cartography services for all maps when present;
• Typography;
• Illustrations;
• Photography (including direction of photo shoots and image selection);
• Printing;
• Mailing;
• Database creation and management;
• Shipping;
Specific Questions/Requirements for Creative and Production Services and Fees
1. Indicate how the company will provide a program as identified under the “Production Services and Fees” section.
2. Indicate what percentage of production services is/will be outsourced and/or subcontracted to other companies or freelance agents.
3. Identify staffing to support production services. All employees should be included with biographical sketches, if possible.
4. Propose a comprehensive fee or rate structure necessary to address the provision of production services as part of an overall budget.
Media Planning, Buying and Fees
A media plan shall be developed annually that shall contain dedicated and co-operative components. The annual process begins in November with staff and industry planning retreats. Media requests for proposals (RFPs) are issued in December/January. Negotiations and plan development must be completed for release to the Partner base on or about April 30.
For planning purposes, proposers are advised that VISIT FLORIDA’s typical annual allocation for dedicated advertising media placement is approximately $9 million. A special, one-time legislative allocation made for the 2007-2008 fiscal year increased the media budget to $16 million. The annual allocated production fees, as discussed above, is not to be considered part of the media placement budget.
In ordering the space, time or other means to be used for VISIT FLORIDA’s advertising, the agency shall endeavor to secure the most advantageous rates available; properly incorporate VISIT FLORIDA’s creative in mechanical or other appropriate form; transmit it with proper instruction for the fulfillment of the order; check and verify insertions, displays, broadcasts or other means used in such manner as customary and good practice by advertising agencies; and verify invoices for space, time materials and services.
The agency shall maintain continuous updates of an approved media plan as the basis against which insertion orders and invoicing are approved for billing and payment. The agency, upon prior written approval by VISIT FLORIDA, in the form of insertion orders and contract instruments, will purchase necessary media time and space for VISIT FLORIDA’s marketing programs as called for in the media plan and designated initiatives.
For services provided under a contracted agreement, VISIT FLORIDA shall pay the agency a fee to be negotiated to represent maximum savings below the industry standard of 15%. The successful proposer will detail the rate of anticipated savings, although the lowest rate does not necessarily guarantee a successful proposal.
The fee for media planning and buying services shall be paid in equal monthly installments payable in advance on the first day of each month. In the event such annual cost is increased or decreased during any contract year, the monthly fee shall be adjusted in proportion to the change in the annual cost. The adjustment in the fee shall occur with the first fee payment due immediately after such adjustment so the annual amount paid represents the adjusted fee. After the close of the fiscal year and payment of all invoices by VISIT FLORIDA, a final reconciliation of the agency fee shall be completed to determine whether there is a difference between the amount actually expended by VISIT FLORIDA and the fee due under the final agreement. In no event shall the fee paid exceed the negotiated rate.
VISIT FLORIDA shall not be required to pay the amount by which the aggregate cost of any program or campaign exceeds the approved budget and cost estimate by more than five percent (5%).
As an industry-wide service under the final agreement, the agency will provide media buying services upon agreement with any Tourist Development Council (TDC) or Convention & Visitor’s Bureau (CVB) within the state for a negotiated fee. A proposed fee under this service should be reflected in the proposers budget. Such fees shall be paid to the agency by the TDC/CVB and not by VISIT FLORIDA.
If during the term of the final agreement, there should occur any special incremental infusion to the annual VISIT FLORIDA allocated budget for net dedicated and cooperative media, additional compensation to the agency shall be based on a separately negotiated rate expected to be below the negotiated media rate.
Media planning and buying services should include, but not be limited to:
• Subscription to and application of up-to-date media research tools;
• Innovation in media planning across all media categories;
• Integration of dedicated and co-operative programs for maximum impact;
• Integrated media planning, insertion and billing software;
• Rate negotiation and contracting;
• Deadline management, materials delivery and verification;
• Billing, invoicing and payment;
• Proof of performance and monthly reporting;
The successful proposer will also demonstrate either contracted services or internal capabilities sufficient to offer media planning and buying specific to multicultural markets, such as African-American and Hispanic-American audiences.
Specific Questions/Requirements for Media Planning, Buying and Fees
1. Indicate how the company will provide a program as identified under the “Media Planning, Buying and Fees” section.
2. Indicate what percentage of media planning and buying services is/will be outsourced and/or subcontracted to other companies or freelance agents.
3. Identify staffing to support media planning and buying services. All employees should be included with biographical sketches, if possible.
4. Propose a comprehensive fee or rate structure necessary to address the provision of media planning and buying services as part of an overall budget.
Accounting Process
The agency must prepare and submit monthly recaps. The recap should show all amounts for media, production, creative services and fees that have been approved by VISIT FLORIDA, billed by the agency and the balance due. The agency will also recap all co-op advertising revenue generated and all amounts collected from Partners on behalf of VISIT FLORIDA.
Monthly service fees shall be due and payable the first day of each month upon receipt of an invoice from the agency. For services rendered by the agency for production services, subcontractors and other reimbursable costs incurred by the agency, the agency shall bill VISIT FLORIDA monthly and furnish supporting documentation.
All invoices rendered by the agency, other than media, shall be payable within 15-20 days of receipt by VISIT FLORIDA provided all required back-up materials are attached to the invoice. Bills for media shall be due and payable to the agency upon the agency’s furnishing such bills to VISIT FLORIDA along with proof that advertising represented occurred as contracted. Typical proof of performance includes affidavits and copies of publications, screen shots and similar verification that media placement was fulfilled. VISIT FLORIDA shall pay such media bills upon presentation, so as to enable the agency in turn to pay media providers promptly in accordance with the terms of such media bills.
Specific Questions/Requirements for Accounting Process
1. Indicate how the company will provide a program as identified under the “Accounting Processes and Fees” section.
2. Indicate what percentage of accounting services is/will be outsourced and/or subcontracted to other companies or freelance agents.
3. Identify staffing to support accounting services. All employees should be included with biographical sketches considered desirable.
4. Indicate the level of integration between account management, media planning/buying and accounting software and processes.
5. Provide one copy of reviewed or audited financial statements for the past three years in a sealed envelope marked “Confidential.”
Other Contractual Considerations
For the purposes of communicating expectations held by VISIT FLORIDA, other considerations are disclosed to potential proposers.
A. All concepts, slogans, or plans submitted or developed by the agency for VISIT FLORIDA during the term of the agreement, whether or not used, and any and all layouts, copy, artwork, films, and other tangible material which the agency prepares for VISIT FLORIDA or purchases for its account pursuant to an advertising campaign for VISIT FLORIDA, are VISIT FLORIDA’s property exclusively, provided that VISIT FLORIDA has paid the invoices rendered, if any.
B. All contracts for the acquisition or use of materials and properties, and for the employment of talent, shall be entered into and signed by the agency on behalf of VISIT FLORIDA to the end that all materials, properties and rights obtained by virtue of such contracts shall become the property of VISIT FLORIDA.
C. All tangible and intangible property acquired in conjunction with the purchase of advertising for VISIT FLORIDA shall be the property of VISIT FLORIDA and shall be used exclusively by the Agency for promotion of Florida tourism on behalf of VISIT FLORIDA. VISIT FLORIDA reserves the right of final approval of the disposition of said property.
D. The agency shall, at its own cost during the term of this relationship, maintain continuously in force an advertiser’s liability policy for the benefit of VISIT FLORIDA in the minimum amount of $2 million.
E. The agency will exercise all reasonable precautions in the examination of all material prepared or used on VISIT FLORIDA’s behalf to avoid any claims against either party. To the extent and limits of the general liability policy maintained by VISIT FLORIDA, VISIT FLORIDA will indemnify and hold the agency harmless with respect to claims, demands, or actions arising out of representations or materials furnished by VISIT FLORIDA to the agency. The agency will indemnify and hold VISIT FLORIDA harmless from and against any and all claims, demands or actions arising from the preparation or presentation of any advertising covered by the final agreement.
F. VISIT FLORIDA shall reimburse the agency for the costs of such materials and services, provided that the agency shall be responsible for the completion of all subcontracted work in a manner deemed satisfactory by VISIT FLORIDA. The agency shall be reimbursed for reasonable costs of travel necessary to carry out the final agreement, other than travel to
G. To the extent the agency subcontracts for work, the agency is encouraged to meet or exceed the minority subcontracting goals provided by
H. The agency shall not hold or acquire an account that is considered by VISIT FLORIDA to be a competitive state, county, city, or region representing another domestic, international, including
Exhibit A: Review Process Timeline
July 24, 2007: Review process announced, invitations to negotiate issued.
August 10, 2007: Interested parties must express their intent to submit a proposal by 5:00 p.m. via e-mail to Cliff Nilson, General Counsel at cnilson@VISITFLORIDA.org.
August 13-15: Questions may be submitted to Cliff Nilson via e-mail: cnilson@VISIT FLORIDA.org.
August 20: Responses to all questions received by all parties will be shared with all parties who expressed intent. Answers will be distributed via e-mail by 5:00 p.m.
August 20-Oct. 1: Agency proposal development.
Oct. 2, 2007: Ten (10) hard copies of proposals due at VISIT FLORIDA Tallahassee office by 5 p.m. E-mail and fax delivery will not be accepted. Send submissions to Cliff Nilson, General Counsel, VISIT FLORIDA,
Oct. 3-11: Review committee scoring and deliberations.
Oct. 12: Invitations for in-person presentations issued to finalists via e-mail and telephone. Communication of finalist list issued to all qualifying participants via e-mail.
Oct. 25-26: In-person presentations in
Oct. 31-Nov. 5: Invitation to Negotiate (ITN) issued to preferred finalist.
Oct. 31-Nov. 16: Contract negotiations.
Nov. 19-21: Decision notification delivered to Marketing Council Steering Committee (MCSC) and Board of Directors; finalists notified.
Nov. 26-28: Annual industry marketing retreat at Saddlebrook Resort (Wesley Chapel,
Exhibit B: Review Committee Composition
Frank “Bud” Nocera, CEO and President
Chris Thompson, COO
Dale A. Brill, CMO
Vangie McCorvey, CFO
Barry E. Pitegoff, Vice President of Research
Leon Corbett, Director of Advertising and Direct Marketing
Glenn Hastings, Board Member; Chair, Advertising Internet Committee
Advisors and Available Proxy Committee Members:
Sara Patterson, Advertising and Direct Marketing Manager
Michele Vaught, Controller
Exhibit C: Agency Scoring Sheet
FOR VISIT
Proposal:____________________
Evaluated By:_________________
Date:________________________
EVALUATION CRITERIA
Agencies and their proposals will be reviewed, evaluated and scored by an evaluation committee. Evaluation of proposals will be based on the proposed criteria shown as follows for each component; each criterion will be scored according to the degree of responsiveness present in the proposal being evaluated. A weighted average for each, not displayed on this evaluation sheet, will be calculated based on an independent assignment of importance to each categories’ criteria.
Account Management and Fees
1. Demonstrated ability to act as a strategic partner. ___
2. Desirability of fee structure and budget. ___
3. Demonstrated expertise in travel/tourism
marketing communication and advertising. ___
4. Demonstrated strength of account management
personnel and processes. ___
5. Demonstrated capability to develop and
manage co-operative programs. ___
Creative and Production Services and Fees
1. Demonstrated strength of creative services
personnel and processes. ___
2. Desirability of fee structure and budget. ___
3. Demonstrated ability to deliver multicultural
creative strategy. ___
Creative Portfolio
1. Demonstrated creativity in copywriting. ___
2. Demonstrated creativity in layout/design. ___
3. Demonstrated innovation in creative portfolio. ___
4. Demonstrated ability to deliver ROI. ___
5. Desirability of fee structure and budget. ___
Production Services and Fees
1. Demonstrated access to quality subcontractor base. ___
2. Demonstrated strength of production
personnel and processes. ___
3. Desirability of fee structure and budget. ___
Media Planning and Fees
1. Demonstrated access to media planning
research tools. ___
2. Demonstrated strength of media planning
and buying personnel and processes. ___
3. Demonstrated innovation in media planning. ___
4. Demonstrated experience/ability to integrate
dedicated and co-operative plans. ___
5. Demonstrated ability to deliver
multicultural media planning/buying. ___
6. Desirability of fee structure and budget. ___
Accounting process
1. Demonstrated strength of accounting
personnel and processes. ___
2. Demonstrated integration of management,
accounting and media planning software/processes. ___
3. Demonstrated ability to handle Partner program
billing and invoicing. ___