Alaska Tourism Marketing Program Advertising RFP

The Advertising RFP may be downloaded by clicking the"Advertising RFP" button below. All proposals must be submitted and received by Friday, May 12, 2017 - 5:00 pm AST. No late submissions will be accepted or considered.

Questions should be emailed to Sioux-z Marshall at smarshall@alaskatia.org by April 20, 2017. All questions and answers will be posted here.

Please visit the RFP home page for more information. 

Advertising RFP

 

Advertising RFP Questions & Answers

Thank you to all potential proposers for submitting questions during ATIA’s request for proposal (rfp) process. ATIA has made every effort to respond to the questions from potential proposers. Please review the entire Q&A section as you may see a question from your agency duplicated and will find responses below. Thank you.

Q 1:  Who will make up the evaluation/review committee for this RFP?

Answer: Proposals will be reviewed by a committee of the Alaska Tourism Marketing Board (ATMB) and including the ATIA President & CEO. ATMB members are Governor appointed and are members of the Alaska Travel Industry Association. ATIA’s team worked with the ATMB to form evaluation and review committees from members of the ATMB.

Q 2:  What will the approval process be like for work within component 1 and 2? Will there be a single point of contact, or will the branding/advertising partner be working with a committee? (This will help us build out our timeline) 

Answer: ATIA’s Vice President, reporting to the ATIA CEO, is the main contact for Alaska’s tourism marketing program. ATIA’s Vice President works under the guidance of the ATMB to manage and implement Alaska’s tourism marketing program. Agency partners will work with various committees of the ATMB; however, the main point of contact for approval for all marketing plan components is ATIA’s Vice President.

Q 3:  Is the expectation that a full media plan be done and provided as part of the proposal? The final bullet in component 1 notes: "For this RFP, prepare an annual advertising plan with the above elements assuming a budget of $4 million."

Answer: Yes, a media plan that supports component 1 and/or component 2.

Q 4: Is the expectation that spec work be done and provided as part of the proposal? The second bullet in component 2 notes: "Proposal should include conceptual design, layout..."

Answer: Conceptual designs do not need to be completed products. The expectation is that the evaluation committee members will be able to access and evaluate any ideas.

Q 5: In the second bullet of component 2 the RFP notes: "Although the contractor will not be responsible for paying for printing or fulfillment, the piece will need to be developed so the advertising revenue will cover the costs of production, printing and postage."

Q 5a: Can you share anticipated revenue for ad sales so we can consider that budget in our proposal for the new collateral piece?

Answer: Please consider ad sales estimated at $100,000.  This estimated ad sales is based on producing 100,000 printed pieces

Q 5b: The fourth bullet says that "deliverables include design, layout, editorial content, ad placements, printing and shipping of collateral piece to warehouse for distribution," but in the second bullet it notes "...the contractor will not be responsible for paying for printing or fulfillment." <--Are we to assume we are managing the process?

Answer: The overall budget for any collateral piece will include costs for design, printing and fulfillment. However, the advertising agency would not be responsible for paying the printing vendor or fulfillment vendor directly.

Q 5c: Can ATIA provide digital copy of previous vacation planner editions for the purposes of evaluation as it relates to this RFP?

Click here to view 2015 Vacation Planner

Click here to view the 2016 Reach Brochure

Q 6: Can ATIA define the lower budget levels desired to compare proposals, as described in the final bullet in component 1?

Answer: We have chosen not the define the lower levels in hopes of encouraging creative solutions.

Q 7: What is your expectation for providing budget numbers for "may include" list of deliverables?

Answer: The expectation is that the evaluation committee members will be able to access and evaluate any ideas.

Q 8: Is the $4 million budget for component 1 only, or should component 2 be part of that total?

Answer: Yes, the $4 million budget is for component 1 only

Q 9: What is currently translated into multiple languages?

Answer: Historically, we have produced collateral pieces in Chinese, German, Japanese and Korean. Currently, five website are translated in Chinese, German, Japanese, Korean and Spanish. See web links below:

http://www.alaskausa.de/
http://www.travelalaska.es/
http://www.travelalaska.jp/
http://www.alaska-korea.com/
http://www.alaska-china.com/

Q 10: Section 5 notes that all proposals should be "supplied digital and received at ATIA office at 610 E. 5th Avenue, Suite 200, Anchorage, AK 99501 by 5:00pm AST on May 12, 2017."  Are we to email PDFs of our proposal to your email address?

Answer: Yes, that would be great! Please email smarshall@alaskatia.org . Thanks

Q 11:   I was wondering if you have an agency of record currently, and if so, who that is?

Answer: Brilliant Media Strategies is currently the advertising agency on record.
AKA Direct is currently the fulfillment / data agency on record.
Dawley & Associates is currently the website agency on record.
Thompson & Co is currently the public and media relations agency on record.

Q 12: Is your ad agency account review for creative, messaging, and branding open to agencies outside of Alaska? 

Answer: Yes, it is open to agencies outside of Alaska.  

Q 13: We noted the deadline is this Friday, April 20th, which unfortunately isn’t enough time for us to put together a thoughtful proposal. Is there any flexibility in your submission process?

Answer: The question deadline is this Thursday, April 20. 
The proposal submission deadline is May 12, 2017.

Q 14:  Under Component #1: Are direct response emails considered digital advertising?

Answer:  Yes

Q15: Can you provide Marketing Plans over the last 10 years? We found one online so far from 2007, but wondering if you can send us links to plans from 2007-2016? Possible?

Answer:  We have many plans, but not all.  See links below

FY11 
FY10
FY09 
FY08
FY07 

Q 16: There is confusion over what is being evaluated between the bullets in Component 1 and 2 and the requirements listed under Section 5 - Proposal Contents. There are elements that are listed as requirements for the proposal in Component 1 and 2, but not addressed in Section 5. And also not clear on ATIA's thoughts/expectations for a fully integrated campaign given the exclusion of digital on the Advertising RFP, especially given best practices. Can you speak to the reasoning behind the separation of the RFPs?

Answer: ATIA and the ATMB chose to develop RFPs with multiple components to ensure the most innovative and entrepreneurial businesses were able to submit proposals. As all digital marketing components must be integrated it was decided to include them in its own RFP.

Q 17: Can we have the following information:  Target demographics, Survey data from TravelAlaska, and Entrance/Exit survey data? 

Answer:  This information is located in the research information located Alaska Tourism Marketing Program Request for Proposal (RFP) Home page.  Under the Resources section, State of Alaska Tourism Research link.

 Q 18: Can I ask for a 1/2 hour call with you or recommend that at the very least a pre-proposal conference call be set up?

Answer: In order to ensure consistency in our responses to potential proposers questions, we are not scheduling telephone calls at this point in the process. Thank you for understanding.

Q 19: Can the meeting packets that are distributed to the public from the last 3 ATIA Board Meetings as well as the ATMB meetings be posted on the RFP page?

Answer:  Please find links to the Alaska Tourism Marketing Board (ATMB) meeting information here: (w links)

November  2016 ATMB Meeting Packet
February   2017 ATMB Meeting Packet
March       2017 ATMB Meeting Packet

The Alaska Travel Industry Association (ATIA) is the leading statewide private, nonprofit membership organization for Alaska’s travel industry.

ATIA Board packet information is not accessible at this time; however, ATIA’s past annual reports can be found here.

Q 20: Can you please confirm who your current agencies are and if this is a mandated review?

Please refer to Q11 under the Advertising RFP Q&A. The RFP process is not mandated, however ATIA is using this year as an opportunity to review marketing goals and strategies. In addition, as ATIA assumed management of Alaska’s tourism marketing program, we are following a Board of Director approved purchasing policy which includes a request for proposal process.

Q 21: Do you have prioritized markets?

Please review this  Q&A section.  That question was answered  above.

Q 22: Do you have a current library of photography and video that we can leverage?

Yes, this is referred to in the scope of work.

 Q 23: Should we anticipate new state-wide photo/video shoots?

This would part of a proposer’s concept and strategies that could be included in your proposal.

Q 24: How do you currently bridge your messaging between Traditional and Digital work?

We currently work as a team among the ATIA staff and contractors to coordinate all messaging.

Q 25: Are there other distribution channels other than direct response and online requests for your Vacation Planner and Travel Guides?

Not currently. Historically other distribution channels included magazine business reply card (brcs) as well as through a “lure” brochure, consumer shows, etc.

Q 26: What does success look like for you at the end of the year?

An overall visionary goal is that Alaska is top of mind among a global traveler market.

Q 27: Are the goals for ATIA's marketing efforts the same as those outlined in the ATMB Strategic Plan Schematic for 2018-2020?

Yes.

Q 28: Do you have a current campaign or any existing creative assets that you want the successful contractor to use going forward? If so, could you please share those assets?

ATIA is asking for proposers to make these recommendations. ATIA would ensure successful vendors have access to any current assets they need moving forward.

Q 29: Why has ATIA decided to go out to bid for these services?

ATIA is using this year as an opportunity to review marketing goals and strategies. In addition, as ATIA assumed management of Alaska’s tourism marketing program, we are following Board of Director approved purchasing policy which includes an request for proposal process.

Q 30: What is the biggest challenge you have identified internally for the success of your marketing, public relations, and digital efforts?

The biggest challenge this year has been limited resources and identifying the best use and most efficient use of those resources.

Q 31: What metrics and KPIs are you currently measuring to determine the success of your advertising and any public relations efforts?

Please review this Q&A section. That question was answered above.

Q 32: Do you have a current campaign or any existing creative assets that you want the successful contractor to use going forward?

Please refer to a previous and similar question in the Q&A.

Q 33: What are the three biggest challenges you face as an association today?

Please refer to a previous and similar question in the Q&A.

Q 34: The stated purpose in Section 3: Scope of Work: “To develop a destination marketing advertising campaign, placing Alaska as a top destination of choice among Alaska’s target audiences."  Can this be further defined into three measurable objectives and how do these align with ATMB strategic plan as outlined in the Draft Alaska Tourism Marketing Board Three Year Strategic Plan Schematic: 2018-2020.

ATIA is looking for these types of recommendations and strategies in your proposal.

Q 35: How do you prioritize your marketing dollars (geographically demographically)?

Please refer to Q19 listed above. The ATMB meeting packets include budget information.

Q 36: In addition to your listed primary audience, who are your additional target audiences (demographics, lifestyle behaviors, etc.)?

ATIA is looking for these types of recommendations and strategies in your proposal.

 Q 37: Are you open to the chosen agency presenting an approach that considers channels beyond print, broadcast, and/or outdoor?

Yes. ATIA is open to creative suggestions in your proposals with the exception of digital which will be addressed through a different RFP.

Q 38: What destinations do you consider your key competitors? Does this differ seasonally and if so, how?

Alaska, more than any other US destination can compete on a global scale with other long-haul destinations. Alaska’s competitors can be other adventure destinations and other cruise destinations as we offer a wide variety of experiences for traveler markets. Please refer to Q15 in the Q&A for past marketing plans.

Q 39: What regions in the U.S. do you feel present the greatest opportunity?

Alaska’s geographic markets have focused on outreach to the domestic U.S. market and Canada. Please see tourism research for further information.

Q 40: Aside from the marketing budget decrease, are there factors that you would attribute to the potential softening of Alaska tourism levels?

Alaska’s visitation is impacted by several factors, including geo-political events, the price of fuel, shifts in the global cruise market, the strength of the U.S. dollar, etc.

Q 41: To confirm, does the chosen agency need to maintain an office in the state of Alaska? Or, do they just need to ensure an authorized representative can be available for project meetings throughout the life of the contract?

A successful vendor does not need to maintain an office in the state of Alaska. A representative does need to be available for project meetings throughout the life of the contract.

Q 42: In FY 17 how much money was spent on “print, broadcast and/or outdoor adverting, and what do you plan to spend in FY18 on this?

This fiscal year – FY17 – Alaska’s tourism marketing budget did not allow for any print broadcast and/or outdoor advertising. ATIA is seeking creative suggestions and recommendations for FY18 through your proposal.

Q 43: May we have previous ad revenue numbers so that we can maximize return on investment?

For the current year, ATIA’s sales team has generated between $500-$1 million is ad revenue for all co-operative marketing programs. Depending on the program and marketing plan for FY18, this projected sales and ad revenue may change.

Q 44: Roughly what was the previous design and layout expenses for the entire publication?

Please refer to Q5a and Q5b in the Advertising Q&A above.

Q 45: What has been the average page count?

Please refer to Q5c for a copy of the 2015 Vacation Planner.

 Q 46: Can we pick up a copy of the Vacation Planner?

Please refer to Q5c for a copy of the 2015 Vacation Planner.

Q 47: Is ATIA open to a different size rather than the magazine size?

Yes, different size and creative will be considered. Please refer to the Scope of Work language. ATIA is seeking the most creative and effective marketing strategies from potential proposers.

Q 48: What is your main objective by issuing this RFP?

ATIA is using this year as an opportunity to review marketing goals and strategies. In addition, as ATIA assumed management of Alaska’s tourism marketing program, we are following Board of Director approved purchasing policy which includes a request for proposal process.

Q 49: In addition to developing a sustainable funding plan, what major challenges will ATIA face in 2017/18?

Please review the entire Advertising Q&A for similar questions and responses.

Q 50: What major tourism marketing initiatives are planned for 2017/18?

ATIA is seeking the most creative and effective marketing strategies from potential proposers.

Q 51: What have been the most effective Alaska tourism campaigns or marketing tactics in the past five years? Why?

Please refer to Q15 under the Advertising Q&A.

Q 52: Is there an incumbent agency? If so, will they be participating in the RFP process?

Please refer to Q1 of the Media Relations Q&A.

Q 53: What qualities and/or characteristics are you seeking in a communications agency?

ATIA is seeking the most creative and effective marketing strategies from potential proposers.

Q 54: Who is the primary decision-maker for strategies and campaigns? Please describe the approval process?

Please refer to Q1 and Q2.

Q 55: Is being a registered Alaska company or having an office in Alaska a requirement for selection? And related, what degree of staff involvement is expected from an agency?

A successful vendor is not required to maintain an office in the state of Alaska. A representative does need to be available for project meetings throughout the life of the contract. 

Q 56: On Page 11, Section 5 - Proposal Contents - is it your expectation that Question D be a full plan as suggested on page 7 in the final bullet under Component 1? If so, does the $4 million budget include agency fees, production and media? Can you please provide more direction around what you are looking for regarding "3 examples of previous ad creatives"?

A proposer should include how they would approach successfully implementing the components described in the scope of work. ATIA is seeking creative and effective strategies and solutions from potential proposers. The $4 million budget is inclusive of agency fees, production and media. Potential proposers are encouraged to provide ATIA and the evaluation committee examples of past and potentially similar work to share successful campaigns and experience. Please review the Advertising RFP Q&A for further clarification regarding similar questions.  

Q 57: Related to the question above, are you expecting everything listed on Page 7, in the 4th bullet under "Component 1: Creative, Advertising and Brand Identity" to be part of this response?

Proposals do not need to include completed work products. The expectation is that the evaluation committee members will be able to understand and evaluate ideas and estimated costs.

Q 58: Would additional audience research and segmentation be considered as part of this scope?

If a potential proposer is recommending additional research and segmentation, that could be a part of the scope of work.

 Q 59: What are you looking for in an agency? Why are you looking for a new agency?

ATIA is using this year as an opportunity to review marketing goals and strategies. In addition, as ATIA assumed management of Alaska’s tourism marketing program, we are following a Board of Director approved purchasing policy which includes a request for proposal process.

Q 60: Do you have consumer segmentation to share?

Please refer to the Advertising RFP Q&A for past marketing plans.

Q 61: Knowing ATIA’s target audience has been Baby Boomers . . is there an appetite to expand the target for this campaign beyond that historical target?

Yes.

Q 62: Can you clarify whether international target audiences should be considered in our RFP response?

While an international audience can be considered, the focus is on a domestic audience. Please review Q15 under the Media Relations RFP Q&A.

Q 63: Please define your KPIs for this campaign, specifically with relation to print, broadcast and OOH.

Proposers should be encouraged to suggest industry trends and/or norms in reporting KPIs.

Q 64: Do you have first party customer data that would be available to use?

Yes, ATIA would ensure successful vendors have access to any current first party customer data they need moving forward. This may include web analytics, leads, etc.

 Q 65: Just to confirm, Component 2 in the Advertising RFP has its own separate budget from Component 1?

Yes

Q 66: Is there a budget for Component 2?

Please refer to Q5a and Q5b under the Advertising RFP Q&A.

Q 67: The RFP stated budget is $4 million and prefers options to scale lower – can you please provide your range of budget? Also, please can you provide past % allocations to agency fee, production and media.

Please review to Q6 under the Advertising RFP Q&A. Please also review Q19 under the Advertising RFP Q&A.

Q 68: Can you please provide past media campaigns full details, including budget details, placement and results?

Please review Q15 for past marketing plans and Q19 under the Advertising RFP Q&A.

 Q 69: What markets / cities or regions have you seen the most and least interest in visiting Alaska?

Please review Q17 under the Advertising RFP Q&A.

 Q 70: Please describe your seasonality that you see in terms of leads and peak tourism season in Alaska?

Please review Q15 for past marketing plans and Q17 under the Advertising RFP Q&A.

Q 71: While this RFP does not include digital or social, can we get the past plans and/or an indication of future plan, so we can know what they are as we build out our advertising recommendations?

ATIA will be posting an RFP for digital strategies in the future. Please review Q15 for past marketing plans.

 Q 72: Knowing the contract will formally start on July 1st, do you have a first priority assignment in mind for you agency partners?

ATIA will look for input from proposers on priority marketing recommendations.

 Q 73: What are the dates of ATIA’s fiscal year?

ATIA’s fiscal year is July 1 through June 30.