HomeMy WebLinkAboutAgenda - 02-20-2007-5gORANGE COUNTY
BOARD OF COMMISSIONERS
ACTION AGENDA ITEM ABSTRACT
Meeting Date: February 20, 2007
Action Agenda
Item No.
SUBJECT: RFP Award: Marketing, Advertising and On-line Web Strategies for the Chapel
Hill/Orange County Visitors Bureau
DEPARTMENT: Purchasing and Central Services PUBLIC HEARING: (Y/N) No
Visitors Bureau
ATTACHMENT(S):
Copy of RFP
INFORMATION CONTACT:
Pam Jones, (919) 245-2652
Laurie Paolicelli, (919) 968-2060
PURPOSE: To consider awarding a Request for Proposals (RFP) award for providing
Marketing, Advertising and On-line Web Strategies for the Chapel Hill/Orange County Visitors
Bureau.
BACKGROUND: Approximately 40% of the Visitors Bureau's annual budget is spent on
marketing, advertising, and on-line services that promote Orange County as a destination for
vacation and business travelers. Tourism marketing and conference sales are the two focal
points of the Bureau's work plan. Since 2004, the Visitors Bureau has served as an in-house
advertising agency. Prior to 2004, an agency contract was in place with Sheer Associates. The
move in-house was designed to utilize internal creative resources during a slower, post-
September 11, 2001 downturn in the United States travel industry. In the past three years, the
Visitors Bureau and the county at large has experienced a strong resurgence in tourism. Today,
85% of consumers look to on-line resources when booking hotels and travel. In addition, the
County's offerings to travelers have grown, which requires a re-positioning of how the towns of
Chapel Hill, Carrboro and Hillsborough are sold to travelers, tour bus operators and conference
planners.
To meet the growing demands of sophisticated web technology, search engine optimization,
competitive travel advertising and demands of meeting planners for electronic resources, the
Visitors Bureau Board decided to hire an advertising agency and subsequently developed and
issued a Request for Proposals (RFP). The RFP was sent to 21 national advertising agencies
requesting that agencies show, through creative and strategic execution, how they would
position Orange County on-line, while increasing hotel occupancy and aggressively promoting
Orange County's food culture, attractions and cultural and heritage travel. The RFP was also
advertised on the County's web site. Ten agencies responded. The Visitors Bureau Board
appointed a marketing committee to review proposals. Four were chosen to make
presentations in September of 2006. The two finalists were then presented to the full Board. At
2
its January 2007 meeting, the committee recommended Chapel Hill-based Jennings Advertising
and this recommendation was unanimously approved by the Board. The proposed term of the
contract for these services would be from March 1, 2007 through June 30, 2008. The
agreement may be extended annually for two additional years if mutually agreed by both parties.
If the BOCC chooses to award this RFP, a contract will be prepared to reflect the terms of the
Request for Proposal attached to this abstract. Following the appropriate attorney and staff
reviews, it is requested that the Chair be authorized to execute the contract without further
Board action.
FINANCIAL IMPACT: Total cost of this action, if approved by the Board, would be $200,000,
with twenty- five percent ($50,000) of the costs occurring in FY 2006-2007 and the remaining
$150,000 in FY 2007-2008.
RECOMMENDATION(S): The Manager recommends that the Board award the proposal to
Jennings Advertising, Chapel Hill; and authorize the Chair to sign on behalf of the Board,
contingent upon final review by staff and the County Attorney.
3
Request For Proposal
Campaign Concept and
On-Line Strategy
for the
Chapel Hill/Orange County Visitors Bureau
North Carolina
June 27, 2006
c/o Orange County Purchasing Department
P.O. Box 8181
Hillsborough, NC 27278
4
About the Chapel Hill/Orange County Visitors Bureau and this Account
The Chapel Hill/Orange County Visitors Bureau-the tourism authority for the towns of Chapel
Hill, Carrboro and Hillsborough, North Carolina-is seeking agency services that entail creative
development of a tourism campaign; and on-line execution of the campaign with an ultimate
goal of garnering attention regionally while exploring new ways to break ground and motivate
travel to Chapel Hill/Orange County.
Mission and Purpose
The mission of the Chapel Hill/Orange County Visitors Bureau is to develop and coordinate
visitor services in the three Orange County towns of Chapel Hill, Carrboro and Hillsborough; and
to implement marketing programs that will enhance the economic activity and quality of life in
the community. The purposes for which the Bureau is organized are:
1) To position the towns of Chapel Hill, Carrboro and Hillsborough as a desirable vacation
destination to selected visitor markets, with careful consideration of the needs and assets of the
communities that comprise Orange County. 2) To encourage longer stays, increased spending
and repeat visits of travelers to Orange County. 3) To examine the range of visitor services
available, to identify unmet needs and to encourage private businesses to meet those needs, as
appropriate. The Bureau has six full-time staff members including an Executive Director,
Director of Sales, Communications Manager, Publications Coordinator, Administrative Assistant
and Visitors Center coordinator and has an annual operating budget of $700,000; with
approximately $200,000 earmarked for this campaign strategy.
Demographic Information
0 More than 80% of Chapel Hill's visitor-base is from the leisure market segment (note, the
0 Visitors Bureau does not have the word convention in its name due to absence of
Convention Center and significant meeting facilities).
0 Top markets are North Carolina, Virginia, and Georgia; Average age is 49
0 Top draw is University of North Carolina; followed by visiting friends and family and
easygoing
0 couples who like to relax and explore the destination
0 Three towns attributes are:
0 Chapel Hill=Education, athletics, restaurants, greenery, creative class
0 Carrboro= arts, open-liberal environment
0 Hillsborough= county seat, historical antebellum homes, shops, restaurants, small-town
0 creative community surrounded by agricultural community
0 Attractions include University of North Carolina; downtown's Franklin Street; Morehead
0 Planetarium, NC Botanical Garden, college basketball and football; Memorial Hall
Performing
0 Arts Center; warm, friendly walk-able environment.
0 Majority of visitors drive; are adult couples; higher than average college and disposable
income
0 Destination occupancy numbers reflect college lifestyle: Peak months are August (move-
in),
0 September, October and November; February, March, April, May and June.
0 Shoulder months are December, January and July.
0 Slightly more than 1300 hotel rooms; 1,000 are located in Chapel Hill.
0 Flagships such as Siena, the Carolina Inn, Sheraton and the Franklin Hotel (to open late
0 2006); mid-size properties include the Hampton Inn, Holiday Inn, Courtyard by Marriott;
0 Residence Inn Marriott (to open late 2006); Days Inn, Holiday Inn Express; Microtel.
0 More than 300 restaurants, ranging from southern nouvelle cuisine, Italian, barbecue,
French and many restaurants who boast the use of local organic farmers.
Current Creative Platform
0 In 2005 the Visitors Bureau created a new logo using a black drawing of three key
buildings in the three towns with the name Chapel Hill leading, followed by the name
Orange County. Logo colors are Orange and dark gray.
0 Although the logo should not be changed; it can be evolved to include (one idea only),
the town's names added to letterhead, the North Carolina mark added; or even travel
photos down the edge of letterhead.
0 The website, www.chocvb.org was updated earlier this year to mirror the same look and
feel of the logo. A new URL and website design is currently being reviewed.
0 The Visitors Bureau is committed to produce a visitor guide and dining information; a
countywide map; tradeshow booth, supporting brochures such as event guides and
Meeting Planners' Guide. Eventual plan is to have all pieces reflect new concept.
0 This RFP seeks agencies that are interested and capable of these two deliverables. This
RFP does not call for a SPEC campaign.
Creative Development
The Chapel Hill/Orange County Visitors Bureau seeks an updated creative campaign, with a
central design and call to action that encourages travel to its three towns: Chapel Hill/Carrboro
(neighboring cities with similar attributes) and Hillsborough, NC twelve miles down the road,
offering a similar but different experience for the visitor.
A recent research study (a copy of which can be seen at
http://www.chocvb.org/visitor/104/Visitor-Profile-2006 and shows that visitors and non-visitors
are drawn to greater Chapel Hill for its friendliness, University environment, safety, and relaxing
environment. Visitors like to relax in the Chapel Hill communities. This includes "being
themselves," exploring the greenery, walkability and southern
food. Visitors like to people-watch, stroll, loaf, and enjoy the ambiance, which is described as
easy going, relaxed, historic, educational, and welcoming. Similarly, visitors were drawn to
Hillsborough for its shopping, antebellum homes and friendly residents.
Creative Requirements
Concept, layout and creative deliverable should be geared towards key learning's in 2006
Visitor and Non-Visitor research study. Campaign elements must be built-off this data.
Creative theme that can be launched through an on and off-line campaign solution (off-line
media placements will be limited to state affiliation projects and spot-buys placed in-house.)
On-line Execution; Agency experience should entail:
0 Web marketing assessments
0 Audience analysis
0 Competitive research (on line competition will be different than off-line competition);
0 Recommendations for putting technology in place to help the Visitors Bureau track the
0 effectiveness of different channels and campaigns
0 Grass roots marketing
0 Building viral sites
0 Search engine marketing and optimization
0 E-mail marketing
0 On-line advertising;
0 Direct response experience-how do we track our success?
0 Agency should have experience and ability to evaluate new technology such as
breakthrough
0 Viral campaigns and pod casts. (Note: this account will not require all web strategies
listed above but agency should have experience with these specialty areas).
RFP Requirements
II. Letter of Interest
III. Overview of experience/capabilities in delivering creative and on-line strategies for
nonprofits, tourism bureaus if applicable (but not necessary)
IV. Staff size;
V. Agency history
VI. Current travel accounts your firm is representing
VII. Ability to travel to Chapel Hill and make a presentation in September 2006
VIII. Resumes of staff that will be assigned to this account
IX. Hourly fees for staff that will work on this project
X. Samples of current work (URL and digital format preferred)
RFP FORMAT:
Orange County has once again achieved the highest verifiable waste reduction rate in the State
of North Carolina as calculated by the NC Waste Management Division. The 2002-2003 45%
reduction rate exceeds the 2001-2002 rate by a full 5%. In keeping with our efforts to reduce
waste at its source, we are asking that respondent's double-side copies on recycled content
paper to the extent practicable.
Each respondent is requested to submit one hard copies of your proposal and four (4) copies on
CD's containing the complete RFP in Adobe Acrobat format by the submittal deadline at 5:00
pm EST, August 7, 2006.
Most of the selection team members will conduct their individual reviews from the material
provided on the CD, so please ensure that they are readable before they are 5 sent and that
your firm's name appears on the face of the CD.
Proposals shall be received no later than 5:00 p.m., August 7, 2006. Proposals received after
that time cannot be considered.
Please submit your proposal to the Orange County Purchasing Agent, 129 East King Street, PO
Box 8181, Hillsborough, NC 27278.
Orange County reserves the right to interview any and all firms prior to selection.
The Orange County Purchasing contact is David Cannell. He can be contacted at (919) 245-
2651 or via Email at dcannell@co.orange.nc.us (preferred). A copy of this RFP as well as
addendum will be posted on the Orange County website at:
http://www.co.orange.nc.us/purchasing/current bids.htm . Orange County reserves the right to
reject any and all proposals and waive minor variances. Proposals received after the due
date/time shall not be considered.
Terms and Conditions for Proposal Submission
A. Award or Rejection: All qualified proposals will be evaluated, and an award will be made to
the firm whose offer is deemed to be in the best interest of the Visitors Bureau. The Bureau
reserves the unqualified right to reject any or all offers if any are determined not to be in its best
interest.
B. Decline to Offer: Any firm that receives a copy of the RFP but which declines to make an
offer are requested to send a formal "Decline to Offer" to the issuing agency. Failure to respond
as requested may subject the firm to removal from consideration in future requests for
proposals.
C. Authority to Bind the Agency's Firm
Bidders shall submit the name, address and telephone number of the person(s) with the
authority to bind the firm and answer questions or provide clarification concerning the firm's
proposal.
D. Ownership Rights
All materials created by the agency on the Bureau's behalf become the sole property of
The Chapel Hill/Orange County Visitors Bureau. Likewise, if an agency utilizes the services of
an outside vendor, the freelancer used must agree to perform "work for hire." The Bureau
reserves all rights and privileges for future promotional (non-commercial uses) of its materials
and will not pay commissions on secondary uses.
Evaluation of Proposals
The Executive Director of the Visitors Bureau and appropriate board members will evaluate
the proposals received based on experience and qualifications of the bidder's proposed
personnel. Based on acceptance of proposal, agency will be invited to Chapel Hill in
September to make presentation to board/marketing committee.
-end-