Addendum 1 March 17, 2017 South Jersey Transportation Authority Request for Bids
MARKETING AND ADVERTISING SERVICES FOR THE ATLANTIC CITY INTERNATIONAL AIRPORT
NOTICE This Addendum is considered part of this Request for Bids and must be acknowledged with your Bid Submission. Please continue to check the Authority’s website at www.sjta.com on a regular basis for any additional addenda that may be posted related to this Bid.
The following pages contain: A. Agenda from Pre-Proposal Meeting B. Questions Raised at Pre-Bid Meeting with Subsequent Answers C. Sample Media Placement 2016 D. Sample Graphic E. Marketing Logo & Tagline F. Sign in Sheet from pre-proposal meeting G. Receipt of Acknowledgment
A. Agenda from Pre-Proposal Meeting
Scope of Work – Tim Kroll, Deputy Airport Director SCOPE OF SERVICES/WORK
The SJTA is seeking experienced proposers to provide marketing and advertising support services for the Atlantic City International Airport. Familiarity with best industry practices in airport marketing and advertising are desired. The Authority currently has several mediums for marketing and advertising services. The expectation is for the successful proposer to assist in developing and implementing an appropriate mix of television, radio, print, billboard, internet and social media advertisements. The Authority wishes to promote new and existing air service and terminal amenities available at its airport with the goal of increasing passenger traffic and revenue while raising the profile of the airport through its advertising campaigns. In addition the successful proposer will assist in developing the airports brand and increasing awareness with an emphasis on the simplicity and convenience as compared to the larger airports in the area. It is also the Authority’s desire to have the successful proposer identify, secure and execute agreements with vendors with reimbursement of pre-approved purchases from the authority from its approved budget. For the calendar year 2017 the Airport has an advertising budget of $250,000. For future years the budget for advertising hasn’t been determined and must be approved by the Authority’s Board of Commissioners on an annual basis for the following year. . Content for all advertising and social media posts must be approved by the Authority.
The services and experience requested of the selected proposer include but are not limited to;
1. Graphic design and creative for all advertising and social media outlets
1 2. Social Media
a. Updating and maintaining the airports social media outlets including twitter, Facebook, Instagram, LinkedIn or any another other social media platform the airport may choose to use in the future b. Monitoring all airport social media sites, and reporting to the authority preferably in real time c. Creative and Innovative ideas that maximize the reach and potential of all social media channels
3. Experience developing and implementing successful creative concepts and advertising campaigns
4. Overall knowledge, experience and demonstrated skill in developing clear and effective messaging.
5. Knowledge of South Jersey and surrounding competitive market areas target audience and demographics is desirable
6. Provide expert advice and assistance to the Authority in development and maintenance of the airport’s strategic t marketing plan
7. Knowledge and experience in managing advertising schedules and messages as needed
8. Expert advice, assistance, editing and review of all airport advertising initiatives
9. Attendance, as needed, at meetings with advertising and media representatives.
10. Demonstrated and skilled Experience in all types of promotional media, including internet, social media and promotional events
11. Other specialized analyses or reports as required by the airport
Proposals Due: Thursday, April 6, 2017 at 4:00 P.M. • SJTA Administration Building, Farley Service Plaza • One (1) original and eleven (11) copies in sealed envelopes • No electronic submissions
Evaluation & Selection, Please review Section 4.0, page 20
Submitting a Proposal • Proposal Checklist, Page 22 Be sure to complete this entire checklist • Required Purchasing Forms, Pages 22 – 51
Purchasing Forms
Contract Insurance Requirements, Pages 13– 18 and Insurance Acknowledgement Form, Page 37 2 Business Registration Certification, Department of Treasury, Division of Revenue, Pages 34 - 35. Please note new web address: http://www.nj.gov/treasury/revenue/busregcert.shtml . Proposer must be registered with the State and provide proof upon submission. Ownership Disclosure and Two Year Certification & Disclosure of Political Contributions Pages 44 – 50. Be sure to complete all pages and follow directions listed. Vendor Disclosure Form –Executive Order 129 Please list your company as the contractor on this page. Page 39 Disclosure/Certification of Investment Activities in Iran Pages 41 – 43. Please be sure to double check that these forms are filled in completely.
Purchasing is available to answer questions with regard to the check list items via telephone at 609-965-6060 until the bid due date. Please ask for Darleen Adamo @ Ext. 232 or Sarah Leanna @ Ext. 260.
Questions
All questions about the meaning or intent of the Bid and Contract documents must be submitted in writing to the Authority’s Purchasing Department by the question deadline via fax to 609-965-7315 or emailed to [email protected].
**When submitting a question or request for clarification, the subject line of the email must contain the word “Question” followed by the title of the Bid or RFP.
Only questions answered by formal written addenda will be binding. Oral and other interpretations or clarifications will be without legal effect.
Deadline for receipt of Questions, Thursday, March 23, 2017 at 4:00 P.M.
Addenda
Notice of Addenda will be posted on the Authority’s website at www.sjta.com, under “Bids & Contracts.” There are no designated dates for release of addenda. Therefore, interested bidders should check the Authority’s website on a daily basis from the time of the bid issuance through the bid due date. It is the sole responsibility of the proposer to be knowledgeable of all addenda related to this procurement. The proposer is also responsible for acknowledging receipt of addenda by signing and returning the acknowledgement on the addenda via fax to the Purchasing Department at (609) 965-7315 and by filling out and submitting the Acknowledgement of Receipt of Addenda Form (Page 38) with the proposal.
Award and NTP
Anticipated Schedule o Board Approval – May 17, 2017 Board Meeting o Governor’s Veto Period – 15 Days o Estimated NTP – June, 2017
3 Affirmative Action Executive Order 151, Page 8 Affirmative Action Evidence for Procurement Form, Page 33 Mandatory Equal Employment Opportunity “Exhibit A” Language, Pages 23 -24. AA-302 for must be submitted prior to start of work to SJTA’s Affirmative Action Officer.
Doris McClinton, A.A. Officer South Jersey Transportation Authority 25 South New York Avenue Atlantic City, NJ 08401 (609) 344-4149 ext. 428
General Conditions No FREE tolls
Addendum No. 1 Minutes from Pre-Proposal Meeting Sign-In Sheet Answer(s) to Submitted Question(s), if applicable
B. Questions Raised at Pre-Bid Meeting with Subsequent Answers Question and Answer Period - Please note that only questions that are submitted an answered in writing are binding.
1. With regard to the budgeted 250K is the hourly rate or monthly retainer included in the budget. a. The budget 250K is strictly for the media buy. Any graphics, creative or fees billed at an hourly rate (preferred by SJTA) or monthly retainer would be billed in addition to the 250K. The SJTA realizes that small businesses might not be able to advance large sums for media buy; therefore, the SJTA is willing to deposit in escrow with the selected proposer. 2. In regard to technical services, do you want concrete ideas of what the proposer can provide? a. Yes 3. Can we see a sample media placement? a. See attachment 4. What are the airports demographics a. The Atlantic City International Airport’s main demographic are multicultural Men and Women ages 25-65, seniors, with and the leisure passenger. The catchment area for ACY extends from Mercer, Monmouth, Burlington, Ocean, Camden, Gloucester, Atlantic, Salem, Cumberland, and Cape May Counties. Focusing on the 90 minute drive time. 5. Are we required to use the 25% WBE as stated on page 9? a. Not required for this contract 6. Do all liability insurance requirements stand? a. Yes, as they were adjusted for this RFP 7. Do we provide all certifications up front? a. All Proposer will sign the insurance acknowledgement form and insurance 4 certifications will be do before contracts are signed 8. Is re-branding part of this proposal? a. No, as our brand and tag line has recently been registered however, we are always open to suggestions. 9. Can Proposers have access to the logo and tagline? a. Yes, see attachment 10. Are there any in-house resources available? a. Your contact person will be the existing Acting Marketing Manager
5 MEDIA PLANNING SPREADSHEET 2016 Media Channel Contact Flight(s) Package Investment Impressions Coverage Print Publications Boomers+ Magazine Lauren Sbover Fall & Winter Full page ad in the Atlantic/Cape May edition and Full page in Ocean Edition $2,700.00 84,000 + distribution Direct mail to 55+ communities plus distributed to 400+ locations per region i.e. professional 856-297-5945 Edition offices, health care facilities, community centers, salons and spas [email protected] Online Advertising Townsquare Media Fran Northridge 8/1/16-11/30/16 Geographic & behavioral targeted online marketing: search retargeting, site $12,000 GI 1,708,000 Select zip codes in 8 counties plus hyperlocal mobile locations 609-645-9797 4 months retargeting, display and content ad marketing, creative services [email protected] (banner ads), detailed reporting , Facebook & Google Marketing Longitude and Latitude targeted mobile impressions Radio Advertising Townsquare Media Fran Northridge 8/1/16-11/30/16 30 second radio spots and partnership in the loyalty programs $20,000 GI 3,264,000 Atlantic, Cape May, Cumberland, Salem, Gloucester, 609-645-9797 4 months WFPG Lite Rock 96.9, WSJO SoJO 104.9, WENJ 97.3 ESPN Camden, Burlington, Ocean, and portions of [email protected] WPUR Cat County 107.3, WPG Talk Radio 104.1 &1450AM Monmouth, Mercer and Phila. Equity Communications Tracey Rizen 8/8/16-10/10 :30 radio spots to compliment beach invasion sponsorship done throughout the $9,770 GI 439,000 Atlantic and Cape May County WAYV 609-484-8444 ext 308 10 weeks summer [email protected] Greater Media Radio Erik Stromborn 8/15-11/27 30 second radio spots alternating between WRAT 95.9 & WJRZ 100.0 $9,960 GI 1,310,000 Coverage is Ocean, Monmouth & Burlington counties 732-681-9591 ext 230 15 weeks with a slight overflow into Atlantic, Middlesex and [email protected] Mercer counties. Coastal Broadcasting Denis Brown 8/15-10/9 30 second radio spots 98.7 The Coast & 106.3 WJSE Rocks $5,040 732-539-1163 8 weeks [email protected] Pandora Radio Tonya Murphy 8/8/16-12/31/16 30 second radio and video spots on Pandora online radio $20,000 Coverage in Atlantic, Burlington, Camden, Cape May, 215-275-2211 5 months Cumberland, Gloucester, Mercer, Monmouth, Ocean [email protected] and Salem counties
OOH Advertising Outfront Media Rob Perlstein Sep-Dec 7 stategicallty placed billboards in the ACY catchment area $50,499 GI 35,238,312 South Jersey and surrounding area within NJ (formerly CBS Outdoor) 973-439-8654 Walt Whitman Bridge, Trenton, Newark, Rt 42, Njtpk, Cherry Hill [email protected]
Jersey Outdoor Media Stacy Sep-Dec 2 billboards on RT 42/Black Horse Pike $20,700 South Jersey and visible to traffic coming from PA 856-840-0740 [email protected] Keystone Outdoor Sarah Parisi Sep-Dec Billboards located close to PHL and Bridge board $32,100 856-767-5028 x14 [email protected] Intersection Advertising Gabe Leibowitz 12 weeks Advertising on the back of NJTransit buses $24,918 GI 4,782,180 Coverage in 3 garages (Washington, Newton, Egg Harbor) (formerly Titan 360) 215-827-8682 plus 4 bonus wks Covers Cape May, Cumberland, Salem, Gloucester, [email protected] Total of 16 weeks Atlantic, Camden, Burlington, Mercer, Ocean & Monmouth Sample graphics
F. ACKNOWLEDGMENT RECEIPT
Please acknowledge this addendum by return fax no later than Wednesday, April 5, 2017 at 4:00 P.M. to:
Attn: Purchasing Division South Jersey Transportation Authority Fax: 609-965-7315 Phone: 609-965-6060
FAILURE TO RETURN THIS ACKNOWLEDGEMENT MAY BE CAUSE FOR REJECTION OF YOUR FIRM’S BID.
We acknowledge receipt of Addendum One No. 1.
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South Jersey Transportation Authority Atlantic City International Airport Addendum 1 Marketing & Advertising Services 1