SOLICITATION NOTICE
B -- Tourism Marketing Strategic Plan
- Notice Date
- 8/11/2003
- Notice Type
- Solicitation Notice
- Contracting Office
- Department of Commerce, National Oceanic and Atmospheric Administration (NOAA), Acquisition and Grants Office, SSMC4 - Room 7601/OFA61 1305 East West Highway, 7th Floor, Silver Spring, MD, 20910
- ZIP Code
- 20910
- Solicitation Number
- TATD6700-3-91876
- Response Due
- 8/21/2003
- Archive Date
- 8/21/2004
- Point of Contact
- Alonzo Jacobs, Contract Specialist, Phone 301-713-0839 x127, Fax 301-713-0809, - Alonzo Jacobs, Contract Specialist, Phone 301-713-0839 x127, Fax 301-713-0809,
- E-Mail Address
-
alonzo.jacobs@noaa.gov, alonzo.jacobs@noaa.gov
- Small Business Set-Aside
- Total Small Business
- Description
- Please Note that this requirement is designated for a sole source award. Companies that are interested in this requirement must demonstrate its capabilities to provide the required service by responding to this notice and complying with the provision herein. BACKGROUND The Department of Commerce has been presented with a unique opportunity to market and promote the United States as a top tourism destination. To best market the United States travel product abroad requires creating mechanisms that will encourage regional collaboration, private sector participation, cooperative brand marketing and the appropriate method for measuring return on investment or evaluation of the program's success. It is important to note that the U.S. Government (USG) has not been involved in tourism promotional efforts since 1995. As a precursor to designing an effective program and targeted promotional effort, it is important to involve stakeholder opinions and ideas, to develop ways to ensure private and public sector financial involvement, and to be prepared to measure program effectiveness. In an atmosphere of terrorist threats and necessary improved border security systems, it is critical to consult and collaborate with other diplomatic and image efforts being conducted through other USG initiatives. Ways in which the balance can be maintained between promoting the U.S. to international targeted markets and implementing safety and security systems and procedures would also need to be addressed. Task Order Title: Strategic Tourism Marketing Research OBJECTIVE To conduct a comprehensive research study to explore in depth a number of key issues, such as private sector collaboration, funding mechanisms, USG agency coordination and evaluation measurement methodologies, for building a strategic marketing plan for promoting the United States internationally as a tourism destination. SCOPE, SCHEDULE AND DELIVERABLES FOR STATEMENT OF WORK Task 1: Determine target markets for the international advertising and promotion campaign and the media mix, promotional methods and tourism products best suited for each target market. Using the initial selection of markets which hold the most promise as stated by the U.S. Department of Commerce, Trade Development and Office of Travel and Tourism Industries experts (Canada, Mexico, United Kingdom, Japan, Germany, France, and possibly Brazil, Italy and South Korea), the contractor shall: 1. Develop a matrix of regional marketing groups, states and cities who are currently and actively promoting in specific markets and determine which ones they would be interested in entering if not currently present. This matrix would serve as part of the evaluation of target markets. 2. Validate the initial selection of the international markets to be targeted by conducting research with 25-35 key industry constituents on their level of agreement with potential markets as suggested by Commerce. 3. Conduct interviews with 25-35 key industry constituents and marketers on the best approach to take for reaching each individual targeted market effectively. This interview will cover queries on best media mix, in-market promotional activities and identification of tourism products most suited for each market. The constituents should include members of the Visit USA committee's in-market for the target markets. Schedule: This investigation should be designed and completed three weeks after contract award. Deliverable: The contractor shall deliver a written report not longer than 10 pages that addresses overall findings on the concurrence or dispute of the market selections and recommendations for the target markets. The report should also denote the best media-mix, promotional activities and products for each suggested market. Included in the report, each market shall be specifically detailed with the findings on the best promotional directions to take as a result of the interviews. Task II. Determine the most appropriate methodologies for effectively evaluating promotional activities within the markets. It is well recognized that measuring a return on investment (ROI) for tourism advertising and promotion is individualized to each campaign. With this in mind and considering the results of Task I, the contractor shall: 1. Conduct interviews with 25 - 35 key industry constituents and marketers on the different and distinct methods employed for measuring effectiveness for international tourism advertising, for promotional activities, including familiarization tours, and for promotional, public relations and media events in international markets. This includes approaches for benchmarks prior to campaigns and activities. 2. Conduct interviews with a selection of 10 - 15 non-tourism industry marketers to determine the different and distinct methods employed for measuring effectiveness for international advertising, for promotional activities, and for promotional, public relations and media events in international markets. This includes approaches for benchmarks prior to campaigns and activities. The contractor shall propose the intended list of contacts, to be agreed upon by DOC. 3. Conduct interviews with a selection of 8 - 12 top tourism and non-tourism research firms on how return-on-investment (ROI) evaluations are performed for international advertising, for promotional activities, including familiarization tours, and for promotional, public relations and media events in international markets. This includes approaches for benchmarks prior to campaigns and activities. 4. Conduct interviews with a selection of 5 - 8 top national tourism organizations (NTO's) on how return on investment (ROI) evaluations are performed for international advertising, for promotional activities, including familiarization tours, and for promotional, public relations and media events in international markets. This includes approaches for benchmarks prior to campaigns and activities. 5. Identify key secondary resources available, gauging international tourism flows and impacts, and for measuring overall return on investment (ROI) for increased advertising and promotional activities in international markets. This includes data that can be used for benchmarks prior to campaigns and activities. Schedule: This investigation shall be designed and completed within four weeks. Deliverable: A written document not longer than 15 pages shall be provided which addresses overall findings for each of the steps in Task II. This report shall contain an executive summary with recommendations on the best methods to employ for gaining an evaluation of the effectiveness and return on investment for specific international advertising, for promotional activities, including familiarization tours, and for promotional, public relations and media events in international markets. A more detailed account shall follow divided by each proposed targeted market as to the results of the investigations and interviews on measurements for each form of advertising and promotional activity, both from the perspective of tourism marketers and non-tourism marketers. Task III. Determine the most effective methods for engaging private sector and developing matching fund capabilities with private sector. Certainly the most effective campaigns are those that effectively perform industry outreach and capitalize on partnerships and expanded funding capabilities, particularly for the international markets. Sustaining power in the marketplace comes through these partnerships as well as effective collaborative efforts. With this in mind the contractor shall: 1. Interview 25 - 35 industry representatives to identify outreach approaches the industry stakeholders are expecting as part of the development of the DOC international advertising and promotional campaign. 2. Investigate and compare successful matching fund mechanisms and in-kind contribution models employed by key national, regional, state and local tourism destinations for international marketing. 3. Investigate and identify ways in which airlines and airports, trade associations and Visit USA committees can be involved and leveraged for their current and future programs and resources with the DOC campaign. 4. Investigate and identify ways to collaborate with tourism promotion activities through such avenues as major travel web sites and online reservation engines. 5. Investigate and identify mechanisms for successfully collaborating with international tour operators in the target markets for marketing special U.S.A. packages. 6. Investigate and identify models most likely to increase the participation of non-traditional partners, such as foundations and corporations in related industries. Schedule: This investigation shall be designed and completed within four weeks. Deliverable: A written document not longer than 15 pages shall be provided which addresses overall findings for each of the steps in Task III. This report shall contain an executive summary with recommendations on the best methods for outreach to meet the expectations of key industry stakeholders and to identify ways to maximize the initial investment for the campaign with matching fund mechanisms, including in-kind contributions, methods for collaborating with tour operators and trade in the targeted markets and models to use for garnering non-traditional partners. A more detailed account shall follow the summary for addressing the results of interviews and investigations on how best to maximize and expand the original investment in the campaign. Task IV. Determine ways to leverage other federal agency international promotional efforts and the potential synergy offered by broader efforts of the United States government. 1. Investigate and identify other federal efforts, specifically in the White House, the Department of Homeland Security and the State Department, which need to be enhanced and coordinated with the DOC international promotional campaign. This includes assessing how to collaborate with the White House's Global Communications Initiative. 2. Investigate activities and promotional efforts throughout other federal government agencies and offices that could serve as enhancements to the promotional campaign. Use the Tourism Policy Council Working Group in DOC as the contact list. 3. Investigate and identify cooperative funding opportunities within federal government agencies to expand the DOC campaign value. Schedule: This investigation shall be designed and completed within two weeks. Deliverable: A written document not longer than 10 pages shall be provided which addresses overall findings for each of the steps in Task IV. This report shall contain an executive summary with recommendations on how to offer synergy and collaboration with other federal agencies and programs. A more detailed account shall follow the summary for addressing the results of interviews and investigations on how best to maximize and expand the original investment in the campaign with other federal efforts and how to best compliment and balance image and safety and security needs of the U.S. with the campaign. OVERALL SCHEDULE: Many of the Tasks in this Statement of Work can be performed simultaneously. For that reason, it is anticipated that the entire Strategic Tourism Market Research project could be completed within two and half months from the date of contract award pending availability of senior industry and government official interviews. DELIVERABLES: The contractor shall provide draft Executive Summaries as research is completed for each of the Tasks, to be formatted as specified under each Task section. At the end of the contract period, a final complete report shall be delivered with chapters containing summaries and detailed results of the research for each of the Tasks. This final report shall contain one brief Executive Summary only containing recommendations addressing all Tasks. The contractor shall provide 15 copies of this final report. COSTS Government total estimate for the cost of this contract is: $30,000 - $50,000 The contractor shall provide an itemized breakout of costs for each Task and consider each item within the Task. Within each Task costing, indicate the variance in range for different levels of interviews, as appropriate. This will enable a judgment of how extensive the minimum versus maximum effort would cost. This, in turn, would enable DOC to direct which levels of effort would be needed for each Task. QUALIFICATIONS The contractor shall expect to initially work closely with DOC to determine constituent lists, target market recommendations with data, and government agency contact information as necessary. It is preferred that The successful contractor shall have extensive previous experience in travel and tourism, extensive experience in forming and launching successful private/public cooperative tourism marketing efforts and extensive experience in the federal government. Working relationships with executive level federal agency and private sector constituents is preferred required. to ensure a timely and thorough report. Evaluation Criteria for Strategic Tourism Market Research Project: (In order of importance): 1. Past performance for providing similar services. 2. Technical approach for meeting depth and schedule needs of all Tasks set forth in the SOW. 3. Qualifications of proposed staffed. The contractor shall provide Resumes of proposed staffing for Project. INSTRUCTIONS TO INTERESTED FIRMS: Proposals will be accepted for the next 15 days from date of posting of this synopsis. Any proposal submitted after the time and date for receipt of proposals will be handled in accordance with FAR 15.208, Submissions, modifications, revisions and withdrawals of proposals. E-mail responses are preferred and should be e-mailed to Alonzo.Jacobs@noaa.gov. The E-mail subject line should reference "ITA Travel and Tourism Data". E-mail responses shall be in MS Word format. Business plans that include budgets and cost proposal spreadsheets shall be in MS Excel format. Cost proposals shall include supporting documentation that explain all costs proposed, estimates or projections. PROPOSALS ARE DUE NO LATER THAN 10:00AM, August 21, 2003. Proposals shall be prepared in a manner that clearly addresses all of the requirements set forth herein. Award will be made to the offeror that proposes the best value and the most effective solution to the US Government in accordance with the evaluation criteria set forth herein. Best value is defined as the offer that is most advantageous acquisition to the US Government. In order to facilitate evaluation of past performance, offerors who have delivered like contracted services to public or private sector clients should identify three recent projects of relevance and the following information: 1. Procurement activity address, procuring contracting officer (if a USG contract), telephone number and e-mail address & client principal or representative name, telephone number & type of contract. 2. Contract number and type along with a description of size, scope and complexity of services delivered. 3. Period of performance. 4. Description of how previous experience prepares offeror to undertake a contract of the scope envisioned in this RFQ. Proposed offerors should visit the NOAA Vendor Profile database website to register their company. No contract award can be made unless a company is registered. The website is: http://www.ofa.noaa.gov/~amd/vendor_form.html Please note that in the above web address, there is an underscore _ between vendor and form.
- Web Link
-
Link to FedBizOpps document.
(http://www.eps.gov/spg/DOC/NOAA/AGAMD/TATD6700-3-91876/listing.html)
- Place of Performance
- Address: Contractors place of business and possibly the US Department of Commerce, ITA, Trade Development Office of Travel & Tourism Industries Herbert C. Hoover Building 14th Street and Constitution Avenue, NW Washington, DC 20230
- Zip Code: 20230
- Country: USA
- Zip Code: 20230
- Record
- SN00398198-F 20030813/030811223140 (fbodaily.com)
- Source
-
FedBizOpps.gov Link to This Notice
(may not be valid after Archive Date)
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