TO: Vendors FROM: Tom Cizauskas - Purchasing Manager

Subject: Addendum 1 – RFP 1067 – Due Date extension and Questions & Answers Date: 10/2/20

DUE DATE: The Submission deadline for this RFP has been extended to October 15, 2020 at 2pm Eastern

NOTE: Please see the listing of questions and answers and supplemental documents for the proposer’s review. A second release of questions and answers will be released during the week of October 5th.

Gerald R. Ford International Airport Authority 5500 44th Street SE Grand Rapids, MI 49512-4055 ph 616.233.6000 fx 616.233.6025 flyford.org RFP 1067 Q&A Updated 10/02/2020

Q1. Do you have existing demographic and geographic information on target markets, or is conducting audience research part of the RFP scope? If there is existing demographic and geographic information, can you provide the information to inform our proposal/estimate RFP response? A1. The successful proposer will be provided all information the airport has – see catchment attachment.

Q2. Has GRR already conducted market research? Kindly confirm. If there is existing market research, can you please provide the information to inform our proposal/estimate RFP response? A2. See Q1.

Q3. How does the role of the existing, external communications agency differ from the role of the selected marketing/advertising firm (i.e., RFP)? A3. The Communications firm will continue to handle Public Relations Communications.

Q4. Please confirm that “Our new partner would be expected to augment initial efforts through traditional and digital advertising, content and collateral development and other guest interaction points…..be ready for a quick turnaround of implementation.”(pg 2-3) relates to the Fly Safe. Fly Ford. Campaign. A4. Yes.

Q5. Does “work will be done to better align the Airport’s current marketing efforts” (pg 3) refer to the overarching GRR brand/Getting there is better here. campaign? A5. Yes.

Q6. What is your internal team structure? A6. Advertising is accountable to the Director of Commercial Development who reports to the C OO and is aided by an Executive Assistant and a Business Analyst.

Q7. Who are your external agencies? (PR – SaboPR, etc.) A7. Sabo for PR – Manobyte for Website, Media Placement Partners currently handles media placement.

Q8. What roles do you need marketing provider to fill? A8. Please refer to RFP.

Q9. Do you currently have brand standards? Will they be provided to the newly selected agency? A9. Yes

Q10. What do you currently use hubspot for? What is your goal for using it? A10. Hubspot is the website platform only.

Q11. What in-house or outside resource are already a part of the Fly Safe. Fly Ford efforts? (PR, social, etc.) A11. See attached campaign summary.

RFP 1067 Q&A Updated 10/02/2020

Q12. Do they currently have a campaign overview for Fly Safe. Fly Ford? Can you share this? A12. See attached campaign summary

Q13. What is your current plan you are executing on for Fly Safe Fly Ford? A13. See attached campaign summary

Q14. What are your goals and markers for this to be a successful partnership? Do we have any metrics? A14. To be developed with the successful Proposer

Q15. Do you have any secondary messaging that supports the Fly Safe. Fly Ford? (“getting there is better here”) A15. Maintained internally

Q16. Are we selling the process or making actual recommendations? A16. The goal of this RFP is to select a long-term marketing and advertising partner.

Q17. Do you have any consumer analytics to share? Specific demographics for age, geo location, income – anything you have to highlight what type of audience you’re trying to get in front of so that we can layer this into the channels that we’re going to recommend. A17. See Q1.

Q18. Is there a specific scope and/or budget to support the short-term efforts? A18. Not determined.

Q19. Is there data that will be collected driving segmentation, strategy, messaging? A19. See Q1.

Q20. We don’t see outdoor listed on the media tactics? Was this excluded intentionally? A20. RFP list is not exhaustive.

Q21. Is there a budget range you can share? Long-Term Ongoing A21. Traditionally approximately $1M is budgeted for all marketing activity.

Q22. How do you measure success? This is critical as we think through budget, tactics, and strategy. Is success returning to the 50% daily traffic projections by the end of 2020? Is this measured by total travelers flying in/out of the Airport? A22. To be defined in partnership with the selected partner.

Q23. Do you have a target budget for the rest of the year and 2021? A23. See Q21.

Q24. We look for long-term marketing partnerships. Do you see this as an ongoing partnership, and will it have a date for contract ending/renewal? A24. This is intended to be a long-term partnership.

Released – Addendum 1

Fly Safe. Fly Ford.

Purpose

A campaign to restore confidence in Ford Airport passengers while reinvigorating travel at the airport and, ultimately, the West Michigan economy.

Goals

1. Educate the community on measures the Ford Airport is taking to ensure a safe passenger experience during COVID-19 travel 2. Position the Ford Airport as a leader in passenger experience and communications 3. Increase daily passenger traffic 4. Demonstrate the Ford Airport’s significance to the West Michigan economy

Key Words

• Assurance • Elevate • Secure • Confidence • Hospitality • Spirit • Connection • Reinvigorate • Uplift • Determination • Safety • Vitalize

Benefits of flying through Ford Airport

• Ease-of-access • Competitively priced flights • Less crowds • Assurance of clean space • World-class amenities • Supporting local economy • Friendly staff

Key Messages

• The COVID-19 pandemic has forced us all to shelter in place – a necessary measure to slow the spread of this life-threatening virus. • As the world slowly re-engages, many are longing to find physical connection with other humans, cultures and places that was impossible while in quarantine. • For decades, the Ford Airport has played a critical role in connecting people to the possibilities of the world. • While many are longing to walk down the jet bridge, understandably there are questions on how to remain healthy while flying. • It’s true, airports are busy, bustling places as travelers from all walks of life convene to travel to see family who live far away, reconnect with friends for a holiday weekend or strike business deals around the globe. • As we reopen the economy, the Gerald R. Ford International Airport is launching its Fly Safe. Fly Ford. campaign to restore confidence in those who choose our airport for their travel needs. • We are determined to keep passengers safe as through a number of measures while still providing a comfortable travel experience. • When passengers arrive at the Ford Airport, they will see a number of new safety measures in place to ease their minds as they make their way from the curb to the jet bridge, including: . Placement of hand sanitizer stations throughout the terminal, pre- and post-TSA screening . Installation of custom plexiglass at all interaction points, including ticket counters, rental car facility, etc. . Offering PPE to guests in concession areas and through vending machines . Use of visual clues to reinforce physical distancing throughout the airport through floor clings, stanchion toppers, wall decals and computer monitors . Placement of signage throughout the terminal – overhead, wall-mounted, door- placed – reminding guests about ways to limit the spread of COVID-19 . Reliance on continuous cleaning protocols to disinfect and sanitize high-traffic areas for our employees, tenants, and guests, including bathrooms, airline kiosks, TSA bins, etc. . Installation of energy-efficient HVAC systems that improved indoor air quality and temperature comfort . Encouragement of all team members and guests to wear facial coverings • As a regional hub, the Ford Airport has created a world-class facility that offers more than 22 nonstop flights across the country. • Over the past 7 years, Ford Airport has invested nearly $60 million to elevate the passenger experience – offering a simplified TSA screening process, improved dining options, enhanced ticketing counters, expanded baggage claim space and new, modern finishes. • Our easy-to-navigate size has been a factor in the pre-COVID record success we saw – and we see it as a clear strength as we prepare for the new normal of travel. • We are large enough to get travelers where they need to go, but small enough to make it easy – and safe and clean. • With less physical space to maintain and a team already focused on hospitality, we are able to better control our cleaning procedures, train our team in best practices and offer a safe travel experience. • It may seem like a cost-saving opportunity to fly out of a large hub, but additional travel costs associate with driving to Detroit or Chicago and then parking can often outweigh the actual savings. • When you Fly Ford, you are directly supporting the West Michigan community as our ground and operational teams are made up of nearly 2,000 local people. • As the world re-engages in travel, large hubs will remain crowded, which can make physical distancing difficult. • At the Ford Airport, we’re ready to serve our customers with the same level of quality they have come to expect while providing a safe space for their travels. • In addition to working with our own team, we have been in close contact with our six airline partners, who are implementing their own in-cabin measures. • When the time comes for passengers to fly again, the Ford Airport team will be here to connect them safely to wherever they need to go. • We believe in the power of travel and its ability to bring people from all over the globe together – and we’re not wavering in that belief. • As West Michigan’s gateway to the world, we will be here to bid our passengers farewell as they travel beyond our community for business or pleasure – and we’ll look forward to welcoming them with a smile when they return home. • Avoid the (crowds/hassle/uncertainty/stress) Fly Safe. Fly Ford.

Channels

• Digital • Radio • Social • Outdoor • Video • Print • PR • Community partners • In-terminal • Airlines • Website • Events

Target communities/locations

• Grand Rapids • Traverse City/northern Michigan • Holland • Lansing • Muskegon • Southwest Michigan • Kalamazoo

As we look to draw individuals beyond the direct West Michigan community, we attempted to use more general language and limit the use of “West Michigan” (though you’ll see there are still a few references in there). We can always modify to speak more directly to the market we are targeting. For Immediate Release July 6, 2020

Contact: Stephen Clark, Ford Airport, 206.450.8962 [Type a quote from the document or or the summary of an interesting Mary Ann Sabo point. You can position the text Sabo PR, 616.485.1432 box anywhere in the document. Use the Drawing Tools tab to change the formatting of the pull Ford Airport Introduces Fly Safe. Fly Ford. Campaign quote text box.] to Educate, Restore Confidence in Air Travel

Grand Rapids, Michigan, July 6, 2020 – As the Michigan economy continues to re-emerge from COVID-19, the Gerald R. Ford International Airport is introducing its new Fly Safe. Fly Ford. campaign to educate travelers on new precautions for their health and to restore confidence in air travel.

The Ford Airport has established a number of new safety measures that travelers will see as they make their way from the parking garage to the jet bridge. Enhanced sanitation protocols, installation of protective guards and increased signage promoting best practices are a few of the more prominent changes.

Passengers and guests who are medically able to do so are asked to wear facial coverings throughout the terminal, as are all Ford Airport personnel. The Airport has a limited number of facial coverings provided by FEMA that will be distributed to ticketed passenger and are available at the visitor information desk until supplies run out. Travelers and guests will also have the opportunity to purchase facial coverings and other personal protective equipment in concession areas and through vending machines.

Ford Airport has been in close contact with its six airline partners, who are implementing their own in-cabin measures. More safety information can be found on their individual websites.

“For decades, the Ford Airport has played a critical role in connecting people to the possibilities of the world,” said President and CEO Tory Richardson. “While many are longing to travel again, understandably there are questions of how to remain healthy while flying.

“Our Fly Safe. Fly Ford. campaign is designed to highlight the numerous steps we have taken to keep passengers safe while still offering a comfortable travel experience. Our easy-to-navigate size has been a factor in our pre-COVID record success – and we see it as a clear strength as we prepare for the new normal of travel.

“We are large enough to get travelers where they need to go, but small enough to make it easy – as well as safe and clean. With less physical space to maintain and a clear focus on the guest experience, we are able to better control our cleaning procedures, train our team in best practices and offer a safe travel experience.”

Safety and sanitation enhancements now in place include: • Reliance on continuous cleaning protocols to disinfect and sanitize high-traffic areas for our employees, tenants and guests, including bathrooms, airline kiosks, TSA bins, etc. • Placement of hand sanitizer stations throughout the terminal, pre- and post-TSA screening

Gerald R. Ford International Airport Authority 5500 44th Street SE Grand Rapids, MI 49512-4055 ph 616.233.6000 fx 616.233.6025 flyford.org • Installation of custom plexiglass at all interaction points, including ticket counters, rental car facility, etc. • Use of visual clues to reinforce physical distancing throughout the airport through floor [Type a quote from the document clings, stanchion toppers, wall decals and computer monitors or the summary of an interesting • Placement of signage throughout the terminal – overhead, wall-mounted, door-placed – point. You can position the text reminding guests about ways to limit the spread of COVID-19 box anywhere in the document.

• Offering PPE to guests in concession areas and through vending machines Use the Drawing Tools tab to • Installation of energy-efficient HVAC systems that improve indoor air quality and change the formatting of the pull temperature comfort quote text box.] “It may seem like a cost-saving opportunity to fly out of a large hub, but additional travel costs associated with driving to Detroit or Chicago and then parking can often outweigh the actual savings,” explained Dan Koorndyk, chair of the Gerald R. Ford International Airport Authority, which directs the operations of the Airport. “When you Fly Ford, you eliminate the hassle even as you directly support the West Michigan economy as our operational and ground teams are made up of nearly 2,000 local people.

“When the time comes for passengers to fly again, the Ford Airport team is here to connect you safely to wherever you need to go.”

As a regional hub, the Ford Airport has created a world-class facility that offers more than 22 nonstop flights across the country. Over the past seven years, Ford Airport has invested nearly $60 million to elevate the passenger experience – offering a simplified TSA screening process, improved dining options, enhanced ticketing counters, expanded baggage claim space and new, modern finishes.

At its peak in 2019, the Ford Airport generated more than $3.1 billion in annual economic impact, serving more than 3.58 million passengers. Richardson, Koorndyk and the entire team at Ford Airport are focused on returning safely to those numbers.

“We believe in the power of travel and its ability to bring people from all over the globe together – and we’re not wavering in that belief,” Richardson said. “As West Michigan’s gateway to the world, we are here to bid our passengers farewell as they travel beyond our community for business or pleasure – and we’ll look forward to welcoming them when they return home.

“You can avoid the crowds, hassle, stress and uncertainty of travel when you Fly Safe. Fly Ford.”

Read more about Fly Safe. Fly Ford here.

About the Ford Airport The Gerald R. Ford International Airport is the second busiest airport in Michigan, serving business and leisure travelers with nonstop and connecting flights on six airlines. The Ford Airport is managed and operated by the Gerald R. Ford International Airport Authority. For more information, visit www.flyford.org or follow the airport on Facebook, Twitter and Instagram @FlyGRFord.

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Gerald R. Ford International Airport Authority 5500 44th Street SE Grand Rapids, MI 49512-4055 ph 616.233.6000 fx 616.233.6025 flyford.org