REQUEST FOR PROPOSALS (RFP) - Ohio

Request for ProposalTourismOhio Media BuyingRFP Number: DEVTOU2103February 17, 2021Page 5 Contractor will optimize campaigns daily, report metrics such as click through rate, cost per click,engagement, impressions, and other KPI’s that quantify campaign effectiveness on a weekly,monthly, quarterly and annual basis that demonstrate ROI.Contractor will demonstrate how it will facilitate and track the broadcast media buy and providetracking of performance including reach, frequency, impressions, etc.Contractor will be expected to provide analysis and performance of campaigns such as comparisonof past performance, industry benchmarks, etc., and have experience with data reporting platformsto provide timely campaign results to TourismOhio.Contractor will have in-house research team experienced in designing, fielding, analyzing, andinterpreting primary brand research that will identify priority media markets, high value consumersegments and insights that translate to compelling messaging with the strategic objective of mediamarket expansion.Additionally, Contractor will develop, present, negotiate and buy annual cooperative advertisingprogram to benefit tourism industry partners. TourismOhio provides about 1.5 million in matchingfunds to Ohio tourism industry partners that participate in the State’s Co-Op Advertising Program.TourismOhio estimates 100-150 partners in 2021. Contractor is responsible for identifying and evaluating advertising opportunities offered in the co-opprogram, negotiating, placing and optimizing media on behalf of co-op participants. Will be expected to manage approximately 100–150 individual industry partner co-op media planswith a collective media placement of about 1.5 million. Requires accurate buying, campaign set,and execution, optimization, campaign analysis, reporting and invoicing. Campaign results mustdeliver on business objectives such as creating awareness, driving visitation, generating revenue,etc. Contractor will continually build upon success of co-op program with new thinking, innovativeofferings and partnership possibilities that are relevant and accessible to participants with budgetsof all sizes. Must have a solid understanding of all advertising channels to identify relevant media for ourindustry partners, develop media calendars, negotiate and place media on behalf of industrypartners. Channels may include, but are not limited to, paid search, digital, streaming radio, paidsocial, eBlasts, print, photography, video, storytelling, influencer campaigns, experiential, etc. Accountable to organize and execute webinars and in-person forums to promote the co-op, tobroaden awareness and understanding of advertising opportunities and grow tourism industryparticipation. Contractor will build, host and maintain co-op online portal and database through which partnersselect their advertising. Co-op program will be managed within your agency, providing partners witha single point of contact for their co-op advertising selections, media buy and billing. Contractor will be highly service oriented to handle frequent partner contact and have significantproject management capabilities to facilitate timely follow-up, follow-through, and accurate flightingof media monthly on behalf of participants. Must demonstrate commitment to partners, investing time via discovery calls and exploration ofwebsites to understand industry partners’ business objectives to develop formal, individualizedpartner media plan recommendations. Accountable to help educate industry partners as needed on the various advertising channels andthe expected benefits of each co-op advertising offering. Responsible for conducting periodic RFPs for vendor partners for offerings such as photography,videography and storytelling and the management of those vendor partners.

Request for ProposalTourismOhio Media BuyingRFP Number: DEVTOU2103February 17, 2021Page 6 Expertise in developing, implementing and overseeing influencer campaign program including:overall strategy, identify influencer criteria, vet influencers, negotiate and manage influencers,review influencer content for brand alignment, and provide results/metrics.Must have in-house dedicated social media experts skilled at identifying and working withinfluencers who create engagement for the brand. Responsible for content creation oversight onbehalf of partners.As mentioned above, the same requirements for optimizing paid search campaigns daily andexperience with tagging, tracking and optimizing digital and social campaigns applies to themanagement of the co-op program. Contractor will provide monthly, individualized partner paidsearch and digital and social analytics reports using data reporting platform, conduct webinars withindustry partners several times per year to review partner campaign performance.Will provide monthly overall analytics for all co-op advertising offerings.MINORITY BUSINESS ENTERPRISE PROGRAM. The State is committed to making more Statecontracts and opportunities available to minority business enterprises (MBE) certified by the OhioDepartment of Administrative Services pursuant to Section 123.151 of the Ohio Revised Code and Rule123:2-15-01 of the Ohio Administrative Code. This RFP contains a sheltered solicitation requirement,which encourages the bidder to seek and set aside a portion of the Work to be exclusively performedby Ohio certified MBE businesses. For more information regarding Ohio MBE certificationrequirements, including a list of Ohio certified MBE businesses, please visit the DAS Equal OpportunityDivision web siteat: EDGECertification/tabid/134/default.aspxTo search for Ohio certified MBE businesses, utilize the following search routine published on the DASEqual Opportunity Division website:1.2.3.4.5.Select “Locate MBE Certified Providers” as the EOD Search Area selection;Select “MBE Certified Providers” link;On the subsequent screen select “All Procurement Types” as a search criterion;Select “Search”; andA list of Ohio MBE Certified Service Providers will be displayed.In seeking solicitations from Ohio certified MBE businesses, the Offeror must:1. Utilize a competitive process to which only Ohio certified MBEs may respond;2. Have established criteria by which prospective Ohio MBEs will be evaluated including businessability and specific experience related to the Project requirements; and3. Require the Ohio certified MBE maintain a valid certification throughout the term of the Contract,including any renewals.After award of the RFP, the Contractor must submit monthly progress reports and/or form to the agencyrepresentative or designee documenting the work performed by and payments made to the MBEsubcontractor(s). The awarded contact will require a minimum of 17% of work to be performed bya certified MBE business.The Contractor must act as an extension of TourismOhio’s internal resources to conceive, build, maintainand help the client’s internal team promote its offerings to visitors and potential visitors. To this end,exceptional levels of account service are expected. The Contractor selected will need to operate as an

Request for ProposalTourismOhio Media BuyingRFP Number: DEVTOU2103February 17, 2021Page 7extension of TourismOhio and staff the account to handle frequent client contact including contact withtourism industry partners. Contractor is accountable for timely, accurate and efficient turn-around ofdeliverables with keen awareness of client deadlines and the necessity to proactively plan Contractorresources to meet timelines. Contractor will need to staff account to provide strategic and innovativethinking, budget management, timeline development, project management, weekly status updates,ongoing follow-up and follow-through, forecasting and client billing. Contractor will be expected tocollaborate, cooperate, innovate and partner with other TourismOhio Contractors. Travel to Columbus,Ohio, and throughout the state for face-to-face meetings, at the Contractors expense will also be required.PROPOSAL REQUIREMENTSMandatory RequirementsThe following are Mandatory Requirements for this RFP. The Contractor’s response to these mandatoriesmust be clearly labeled “Mandatory Requirements” and collectively contained in a single section of theproposal.1. The Offeror must be an Ohio based company or have significant economic presence within thestate of Ohio.2. The Offeror must have a demand side platform through which digital advertising is placed,tracked and optimized.3. The Offeror must be able to place broadcast media buy through in-house media buying software4. The Offeror must have in-house Google Ads Certified paid search buyers.5. The Offeror must have an analytics team that is Google Analytics Certified.6. Contractor must document the total value of broadcast media placed each of the last threeyears on behalf of clients.7. Contractor must document the total value of media placed each of the last three years on behalfof clients.8. Contractor must comply with the Minority Business Enterprise sheltered solicitation requirement.Company ProfilePlease include an overview of your company which includes the following information: Company history, years of relevant experience Number of years in business, number of employees, financial stability Capacity to do the WorkPrior ProjectsContractor must demonstrate media planning/buying/optimizing experience by sharing three (3) previousexamples within the past two years that demonstrates the ability to create and execute an integrated paidmedia plan that met or exceeded client expectations for about a 5 million campaign. Explain how therelevant target audiences were uncovered, how audience segments were created, how the mediachannels were identified, how the buy was accomplished, how the campaign was optimized and theresults.The contractor must demonstrate successful experience with co-op program development, execution,management and reporting that involved managing media plans for many partners/participants thatoccurred in the past two years. Describe the process for developing media offerings, managing mediaselections/plans, invoicing, analytics and reporting as well as the process for working with thepartners/participants.

Request for ProposalTourismOhio Media BuyingRFP Number: DEVTOU2103February 17, 2021Page 8Staffing PlanThe Contractor must provide a staffing plan that identifies all key personnel required to do the project andtheir responsibilities on the project (core and co-op). TourismOhio is seeking a staffing plan that matchesthe proposed project personnel and qualifications to the activities and tasks that will be completed on theproject. The Contractor must include staff qualifications, formal education, experience, average length ofservice.Work PlanThe Contractor must provide a detailed plan of action including methodologies and a clear understandingof the project. The work plan must also include a proposed timeline.FEE STRUCTUREFor purposes of this RFP, please provide pricing for services and deliverables as identified within thescope of work listed in this RFP.- Pricing must be comprehensive and complete. Administration, project management, creativeand strategy fees, and execution should be included in the proposed price.- This is a contract for the State of Ohio and must be administered statewide, including providinga geographically- balanced distribution of attention to all regions in the state.- There are no additional fees paid by Development for travel within the state. If it is determinedby Development that travel outside the state is necessary for the performance of

Ohio is a destination of choice, enriching lives through authentic travel experiences. . 5 to 25 million annually in paid media campaigns to support the annual integrated marketing/communications plan for TourismO