For: Advertising Agency Search Services This Request for Proposal (RFP), Issued by the Purchasing and Materials Management Divis

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Michael Pacholok, Purchasing and Materials Management Joanne Kehoe Chief Purchasing Officer Division Manager City Hall, 18th Floor, West Tower Professional Services 100 Queen Street West Toronto, Ontario M5H 2N2

SUMMARY NOTICE FOR INTENDED PROCUREMENT

RFP No. 9118-19-7166 Doc2004539933

For: Advertising Agency Search Services

IMPORTANT NOTICE – Transition to City's new Source-to-pay tool – SAP Ariba

As of September, 2018, the City of Toronto will launch an online Source-to-Pay tool utilizing SAP Ariba and begin to migrate the City's Solicitations (RFQs, RFPs etc.) from being posted on the City's Online Call Document System to being posted through SAP Ariba. It is important for all Suppliers to register on the SAP Ariba network in order to continue to be able to access City of Toronto Solicitations. For more information on this transition please visit: https://www.toronto.ca/business-economy/doing-business-with-the-city/upcoming-changes-to-bidding-on- city-contracts/

Any questions about this transition should be directed to City Bids at: [email protected] This Solicitation is posted as a Sourcing Event through SAP Ariba To participate in this Solicitation, suppliers must do the following; 1) First be registered with SAP Ariba as a City of Toronto supplier: SAP Ariba 2) Access the following link to respond on SAP Ariba: http://discovery.ariba.com/rfx/7340491

This Request for Proposal (RFP), issued by the Purchasing and Materials Management Division (PMMD) for the City of Toronto (City), invites submissions from qualified Proponents for the purpose of securing a strategic, issues-oriented, full-service advertising and marketing agency for a one-year period starting January 1, 2020 with the option to extend the contract for a further four (4) one-year Subject Matter of the periods. Procurement: The Vendor will, working with City staff, design and implement a broad range of advertising/marketing campaigns dealing with high profile, public and/or politically-sensitive subjects. These will include public education/issues campaigns to drive behavior change, promotional campaigns to increase participation at cultural institutions/events, place branding, and business-to-business

marketing for some or all of the following, but not limited to: waste reduction and recycling, basement flooding prevention, road safety, climate change engagement, home energy retrofits, sustainable commuting, health promotion, cultural venue and event marketing, economic development programs, and other issues and initiatives within the City of Toronto. Each campaign is examined in terms of both output and outcome.

For each campaign, the Vendor will: 1. Liaise with Strategic Communications and/or divisional staff regarding the public education/advertising/marketing campaign to the City's general population or a specific sub- set; 2. Prepare three different, viable creative concepts to present to City staff; 3. Take one concept approved by City staff, finalize it, and develop and coordinate the production of campaign materials including photography, design, production and distribution of these materials by the City's specified deadline(s); 4. Occasionally, a second creative concept may also be used for a specific medium, e.g. for guerilla marketing; 5. Research, prepare and co-ordinate media buys, which may include print, out-of-home, radio, online advertising, and occasionally television; and 6. Provide the City measurement and evaluation reports of campaign performance based on media data, as applicable. Post-campaign reports should include, but are not limited to: a. purpose of the campaign; b. background information; c. campaign tactics used; d. performance metrics (including impressions, click- through rates for online, etc.); and e. recommendations for future campaign(s).

Outcome is measured in different ways and based on the goals of the individual campaigns. We work with our vendor to determine what and how outcome(s) can be measured at the outset of each campaign. For example, when measuring outcome we may look at website hits, conversation tracking and program participation. In addition to this type of measurement, we also, from time to time, carry out quantitative and/or qualitative research to determine the public’s knowledge of a particular initiative and their participation in a program.

ESTIMATED DEADLINE October 25, 2019 FOR SUBMITTING TO SOLICITATION: Tracy Zhang, Senior Corporate Buyer Division Contact for More Purchasing and Materials Management Division Information: (t) 416-338-2557, (f) 416-397-7779 (e) [email protected]