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HomeMy WebLinkAboutRFP - 8666 MARKETING SERVICES FOR PFA ANNUAL REPORTAddendum 1 – 8666 Marketing Services for PFA Annual Report Page 1 of 8 ADDENDUM NO. 1 SPECIFICATIONS AND CONTRACT DOCUMENTS Description of RFP 8666: Marketing Services for PFA Annual Report OPENING DATE: 3:00 PM (Our Clock) January 26, 2018 To all prospective bidders under the specifications and contract documents described above, the following changes/additions are hereby made and detailed in the following sections of this addendum: Exhibit 1 – Questions & Answers Please contact Beth Diven, Buyer, at (970) 221-6216 or bdiven@fcgov.com.with any questions regarding this addendum. RECEIPT OF THIS ADDENDUM MUST BE ACKNOWLEDGED BY A WRITTEN STATEMENT ENCLOSED WITH THE BID/QUOTE STATING THAT THIS ADDENDUM HAS BEEN RECEIVED. Financial Services Purchasing Division 215 N. Mason St. 2nd Floor PO Box 580 Fort Collins, CO 80522 970.221.6775 970.221.6707 fcgov.com/purchasing Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 2 of 8 EXHIBIT 1 – QUESTIONS & ANSWERS 1. Who is/are the audiences for the annual report? The annual report serves as a tool to communicate externally about the services Poudre Fire Authority provides, its connection to the community, and the taxpayers’ return on investment. It is largely used to communicate with the roughly 200,000 people we work for within our 235-square-mile service area. It is also something our governing board, the PFA Board of Directors, and our two parent organizations, the Poudre Valley Fire Protection District and Fort Collins City Council, require within the Intergovernmental Agreement forming the PFA regarding accomplishments and activities of the Authority. 2. Who receives the printed version vs. the online version? Anyone can access either the printed or online report. Once completed, we present both reports to the Fort Collins City Council; this year, our presentation is June 12. We then provide copies of the printed report at all of our facilities and stations, as well as at various City and Larimer County offices, as well (think Fort Collins City Hall, the Larimer County Commissioner’s Office, etc.). PFA and PVFPD Board members, members of the City Council, and other community leaders, have also requested copies of the printed reports to be able to share with constituents at events and meetings. 3. What is the end goal of your annual report (e.g. fundraising, awareness, education, etc.)? Our goal in putting out an annual report is to effectively and succinctly demonstrate peoples’ return on investment – or the services they get in return for their taxpayer dollars. This is also a tool to educate people about lesser- known aspects of the organization, necessary safety messages, productivity improvements, issues of concern, benefits to the community related to strategic outcome goals, actual spending to budget, and more. 4. What central message/idea do you want the audience to take away from the annual report (e.g. PFD is a healthy organization, PFD is changing, PFD is X, etc.)? We have a workgroup that’s set to meet Jan. 24 to determine what the theme or central message of the 2017 PFA Annual Report will be. Last year, we took a new approach in doing the six-page printed report that took a holistic view of the organization, showcasing as many divisions, jobs and programs as possible. 5. What is the intended action from the audience(s) who read/view the report (e.g. donations, involvement, education, etc.)? We don’t necessarily expect a specific reaction from our report audiences beyond increased awareness, which could prompt them to reach out and ask questions to learn more. 6. Please provide metrics (both projected and actual) from the 2016 online report, including reach, impressions, behaviors, etc. We do not yet have projected metrics in place for the 2017 Annual Report. The video we posted, directly to PFA’s Facebook page, garnered roughly 1,800 views: https://www.facebook.com/PoudreFire/videos/1495239093840568/ Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 3 of 8 In 2017, there were a total of 498 page views and 456 unique views on www.pfaannualreport.com, our Google analytics provided by Slate show. The video itself, on www.pfaannualreport.com, had 620 starts. And people spent an average of 4 minutes and 14 seconds on the site. 7. Please provide any growth goals that have been outlined for the 2017 annual report. How many annual reports were printed? What were the distribution channel(s)? In 2017, we had roughly 250 reports printed and distributed them, as stated above, to multiple City and County partners including but not limited to: PRINT • City Council • City Hall • Various City offices • Larimer County Health Department • Larimer County Commissioners Office • Larimer County Courthouse • Town of Timnath Administrative Offices • All PFA facilities and stations (15 in total) • City Council members requested copies for meetings/events • Available at PFA-hosted events (station open houses, etc.) ONLINE – We shared links with and/or asked for help promoting from: • City/County leadership groups (Ex. Leadership Fort Collins) • School District • Board of Realtors • Regional fire departments • UCHealth • Partner emergency services agencies • Fort Collins Chamber of Commerce MEDIA COVERAGE Fort Collins Coloradoan | We pitched and coordinated interview: https://www.coloradoan.com/story/news/local/2017/06/07/local-firefighters- trained-administer-epinephrine-narcan/374853001/ Fort Collins Coloradoan | Wrote and submitted column from Chief Tom DeMint: https://www.coloradoan.com/story/opinion/2017/05/23/pfa-chief-were-growing- focused-quality-service/338058001/ 8. What is the budget you have allocated for the 2017 annual report, including the printed and online versions, and the videos? Our budget is $15,000 for all materials. 9. What was the 2016 budget/spend for the printed and online versions, and the videos? Why are you looking for a new partner for the 2017 annual report? Our budget was approximately $15,000, for all materials. We had a great relationship with the talented folks at Slate Communications but wanted to bring Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 4 of 8 in a fresh perspective after having worked with them for the past three annual reports. 10. What were your biggest learnings from your experience with an agency partner for the 2016 annual report? Communication, as with all things, is key. We found that submitting content modules through a Google spreadsheet worked really well and allowed us to collaborate on edits/additions. For us, having all completed materials in hand prior to our June 12 presentation with City Council is paramount. We strive to meet all of our deadlines, for providing text/photos, etc., and know we can get better each time we produce an annual report. We work best with a team that we can sit down with, face-to-face, and brainstorm materials for this project. 11. What is the award date for the chosen agency partner? Friday, Feb. 9, 2018 12. Given that the RFP is a starting point, are you open to a range of estimates for production and services? We have approximately $15,000 budgeted for this project and don’t have much flexibility beyond that. 13. Do you have preferred video production company partners that you would like anyone who submits to use? We do not. Our Public Affairs and Communication Manager has some video production experience and is looking forward to working with whichever individual/team PFA selects. For the 2016 annual report video, she sat down with the video producer and mapped out the vision, storyboard and wrote the scripts/scheduled video shoots. 14. Do you have a preferred CMS? We do not. Last year, as stated above, we did use a Google spreadsheet to map out content by module. For example, on page 1 of the 2016 report, each section was assigned a number (1A, 1B, 2A, 2B, 2C, etc.), and PFA’s representatives on this project coordinated content deadlines for the respective program/division managers tasked with writing/gathering information. 15. Will PFA handle webpage development? No. Working with Slate Communications for the past couple of years, they worked with a developer to put together www.pfaannualreport.com. 16. How much will previous municipality experience specifically weigh into the criteria scoring? Is it required to stay within the provided content repository? Previous municipality experience is appreciated but not mandatory. We are, first and foremost, looking for the person/company that can best help us tell our story in a creative and concise manner. Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 5 of 8 17. How much did the Poudre Fire Authority pay to its vendor for the 2016 annual report? Specifically: a) What was the total amount paid to the vendor for the online report? $8,200 b) What was the total amount paid to the vendor for the printed report? $6,000 c) How many copies were printed? How much did this printing cost? 250 with a cost of $500 d) How many copies were mailed? How much did this distribution cost? If any copies were mailed PFA incurred that cost. 18. Please provide as much detail as possible of specific hard costs, including (but not limited to) video production, web design, copywriting, copyediting, graphic design, printing, distribution and/or promotion. Online Interactive Annual Report Site $8,200 This included 5 sections (Introductory video, overview, stories, budget, 3 videos), infographics to illustrate performance metrics, outcomes, and financial data; content development for “stories” segment; incorporating PFA media to support content; accompanying print piece for limited distribution; hosting and web domain name Printed Annual Report Content & Design $5,500 Printing Cost (quantity 250) $ 500 19. The RFP mentions “webpage/web-based graphics design.” Would you be so kind to explain what you are expecting in regard to this aspect of the project? As you can see at www.pfaannualreport.com, text and graphics move across the page. We’d like to work with a company that can produce a dynamic end-product that draws users in. I’ve included links to some annual reports that I found in my research. Elements from any one of these – individual graphics, sections, movement -- may be of interest. Shopify Kickstarter Ustream Human Rights Campaign 2012 Flywheel Massive Health Nuru International Annual Report 20. Is there a defined budget for this entire project? If not is there a maximum amount the City does not want to exceed? PFA has budgeted $15,000 for the project. 21. Can you give us an estimated length for this year’s annual report? As you saw with the 2016 Annual Report, there were six pages. We’d like to be in a similar realm for the 2017 report. We also produce a statistical addendum, with reports from each program and department, but we produce that separately from this project. Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 6 of 8 22. Is photography available for the report? If not, are you wanted the vendor to shoot original photograph for the report? As the public affairs and communication manager, I shoot photos and video throughout the year. As I did for the 2016 report, I will provide these to you all for use in the 2017 report. Based upon our project desires, I also shot portraits and additional photos for specific use and plan to do so again this year. 23. Can you give us an estimated length for this year’s video? That depends largely upon the direction of the video, but in general, I’d like to keep it to about two minutes. 24. Has any video been shot for this aspect of the project? Again, we haven’t decided the direction of this year’s video. In 2015, Slate produced the video and used moving graphics to illustrate key statistics. As you saw at www.pfaannualreport.com, we went a different, more evergreen route for the 2016 report. As stated above, I do have video footage that myself and others have shot throughout the year that’s available for use, but depending on the theme, we should plan to shoot additional, new footage, as we did for the 2016 video. 25. How many locations are you expecting to be used in the shooting of the video? This is dependent upon the theme/direction of this year’s video. For the 2016 video, I collaborated and storyboarded the video with Slate. We then wrote the script and mapped out locations/people, which I scheduled. In total, it was the result of about eight shoots at a variety of PFA facilities. 26. How does the City measure its TBL? The City does not have a formal measure for TBL as it can vary depending on the nature of each individual project. 27. Are any reports of the City’s TBL available for review? No. 28. Does the City use Associate Press or Chicago or another guide for its writing style? At PFA, we generally follow Associated Press style for our annual reports and social media posts. 29. Who/what does “workgroup” refer to and who is a part of that group? Public Affairs and Communication Manager Madeline Noblett and Finance and Budget Supervisor Kirsten Howard are responsible for production of the annual report. A firefighter, front desk associate and data analyst are also part of the group. They will meet Jan. 24 and map out the critical information we want to communicate, as well as the theme that unites all the content. 30. Can the professional firm participate in the workgroup for the vision and theme? Do you use the videos / annual report throughout the year? If so, how? We would certainly welcome help from the professional firm to map out the Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 7 of 8 vision and theme. Our workgroup’s agenda for the Jan. 24 meeting is to get all of us united in some of our vision, before tying in with the pros. We promote the annual report internally, with our employees, to communicate our successes throughout the year, as well as future strategy. Externally, we promote the annual report on an ongoing basis at PFA-hosted events, and across our social media platforms (Facebook, Twitter and Nextdoor). We really don’t use Instagram to promote the report because it’s not necessarily the best platform for it. 31. Is there an expected frequency for ongoing meetings? Are those meetings expected to be in person or via phone or both? We have not set a schedule for meeting frequency. We would prefer to meet with the firm/company in person, at least to start, and we can consider phone/video conference meetings, once the major work is complete. Kirsten Howard and Madeline Noblett, mentioned previously, did a great deal of communication by email in the past (copy editing of ongoing drafts, sending additional content, etc.). 32. What does the creative/project approval process look like and who is involved? Who is/are they key decision maker(s)? Public Affairs and Communication Manager Madeline Noblett and Finance and Budget Supervisor Kirsten Howard are responsible for production of the annual report. They are responsible for seeking input from PFA’s Senior Leadership Team, as the process evolves, and copy edit/provide feedback on the drafts as they come out. 33. Do you have a budget range or not-to-exceed fee number that you can share with us? In the area of $15,000 34. In section II-C-d you reference the need to participate in ongoing meetings. Do all those have to be in person or can some be via conference call, web presentation or live video? We are Denver-based, and can definitely come to Fort Collins for face-to-face meetings, but often operate effectively with clients around the state and nationally using web presentations, live video and conference calls. Please see question No. 31. 35. In the Exhibit “Insurance Requirements,” section 2-A-1, you specify the need for Workers Compensation insurance. In the past, we have contracted with Colorado, Denver and the Denver International Airport for marketing services and had a “waiver” for the Worker’s Comp because our firm is comprised of numerous sole proprietors and was not required by the State for workers comp. Would such a waiver be acceptable for your agreement? We are willing to negotiate this requirement, if necessary, with the awarded vendor. 36. You have worked with Slate Communications for a number of years. I realize it may be a hard question to answer, but is there anything that you are looking for in an agency partner that is beyond the scope of what they have provided in the past? Or, is there a reason you have opted to go to bid vs. guarantee continuation with your current agency for Addendum 1 – 8666 Marketing Services for PFA Annual Report Page 8 of 8 this project? PFA has historically “piggy-backed” off of Transfort’s Marketing Services agreement. We have decided that it’s time to refresh our “look” and believe that soliciting marketing services focused solely on PFA’s needs would yield the best results moving forward. 37. Is there a not-to-exceed budget for the project? About $15,000 38. What are the primary goals for the report other than providing information to citizens about your impact, stewardship of dollars, resource allocation, etc.? .g. A successful project might help you: a) Engage citizens in a new ways; b) Providing data and supporting information for fundraising initiatives c) Promote specific programs like your Pulse Point App d) Other? Please see questions 1 and 3. 39. Beyond the above tactical goals, we like to understand what success with an agency partner might look like. Some ideas that we have for ensuing a successful project include: e) Increase Annual Report downloads / web page visits Yes f) Identify new and creative distribution channels for report and supporting report infographics Yes g) Increase citizen program engagement/support Not necessarily; though, it depends on how you define this. Increased citizen awareness of our services is key. h) Provide you and your entire organization with a tool you are proud to share Yes i) Manage project scope and budget effectively Yes If these are aligned with your goals, please let us know. Or, if you can identify other metrics to measure success, please indicate them.