HOOSIER LOTTERY INTERACTIVE SERVICES REQUEST FOR PROPOSAL

HOOSIER LOTTERY INTERACTIVE SERVICES REQUEST FOR PROPOSAL Date Posted: Friday, July 10, 2015 I. GENERAL INFORMATION A. Purpose The purpose of this...
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HOOSIER LOTTERY INTERACTIVE SERVICES

REQUEST FOR PROPOSAL

Date Posted: Friday, July 10, 2015

I. GENERAL INFORMATION A. Purpose The purpose of this Request for Proposal (RFP) is to select a firm, or multiple firms, that can satisfy the Hoosier Lottery’s need for an interactive creative development and production agency. The selected firm or firms will enter into negotiations with the Lottery’s integrated services provider, GTECH Indiana, LLC to develop a contractual relationship. Under the supervision of the Lottery, the interactive partner(s) will be expected to: 1. Create purchase intent – Assist in publicizing new games and drive understanding and engagement with Lottery products. 2. Enhance overall image of the Lottery - Aid the Lottery in increasing relevance and understanding of the brand, its mission and beneficiaries in each of the 92 counties across the state. 3. Strategic and creative collaboration – Work collaboratively with the internal Lottery marketing team, creative agency of record and media buying and planning agency of record. B. Definitions and Abbreviations Capitalized terms and abbreviations used in the RFP shall have the meanings ascribed to them in Schedule 1. Other special terms and abbreviations may be used in the RFP, but they are localized and defined where they appear rather than in Schedule 1.

II. BIDDING AND CONTRACT ADMINISTRATION A. Contract Term The Lottery expects the interactive partner(s) to start on or about October 1, 2015. Subject to the approval of the State Lottery Commission of Indiana, this contract is anticipated to run for an Initial Term through June 30, 2017 with two consecutive one (1) year Renewal Terms. B. Bidding Submission and Contract Timeline July 10, 2015 July 17, 2015 Noon ET July 31, 2015 Noon ET By August 7, 2015 Week of August 10, 2015 Week of August 24, 2015 Week of August 31, 2015

RFP document posted Questions due from Bidders Credentials packets due from Bidders Finalists contacted Finalists’ assignment briefing Finalists’ presentations and cost proposal Apparent Successful Bidder(s) named

C. Bidding Contacts Bidders may submit questions of clarification concerning the RFP before July 17, 2015 at Noon ET. Questions may be emailed to [email protected] with “HL Interactive RFP Questions” in the subject line. Bidders are advised that the

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questions and responses by the Lottery may be shared with all interested bidders at the time to ensure all parties have equal access to the same information. Phase I submissions must arrive at the following address before Noon ET on Friday, July 31, 2015: Jayne McCleland GTECH Indiana, LLC 1302 N. Meridian St. Indianapolis, Indiana 46202 D. Letters of Clarification During this assessment and scoring process the Evaluation Committee may have questions of clarification concerning specific elements of each submission. Bidders are requested to submit responses to these questions within 24 – 48 hours. Depending on the nature of the inquiry the information may be shared with other bidders and will be incorporated into the final Subcontract with the Subcontractor if relevant. III. SCOPE OF WORK For the Initial Term of the subcontract beginning October 1, 2015 the Lottery’s Interactive partner(s) will be responsible for the following on an as-needed basis: Account Management  Ongoing Client Communication and Account Management o Participate in weekly all-partner status meetings, which will include all agency partners as well as the marketing staff, and update of joint status reports. o Participate in weekly all-partner status and campaign strategy meetings. o Participate in digital department-specific status meetings. o Contribute to presentations and participate in Material Governance meetings as needed. o Ongoing client-agency communication. o Provide input and updates to campaign and project-based timelines, finalizing elements in accordance with approved specified deadlines. o Provide end of campaign recaps, providing insights to impact future campaigns. o Leverage existing partnerships with third-party vendors, including Salesforce and Pointroll. o Facilitate day-to-day contact with all third-party vendors, including agency partners, to manage all digital needs. o Legal clearances and adherence to legal guidelines. o Management of talent usage agreements and payments as needed. o Annual participation in development of marketing plans.  Billing and Procurement Management o Provide client with monthly budget summary spreadsheet, fee invoice, hours utilization reports (overall and by campaign) no later than the 6th day of the following month. o Estimates to be approved by client prior to start of work. o Client invoicing to be received upon completion of work. o Ongoing vendor selection in accordance with procurement guidelines.

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Third-party vendor payment to be received no later than date provided on invoice.

Strategy  Management and input, including necessary maintenance, of digital channel messaging strategy and communication plans.  Ongoing review and utilization of paid digital media recaps, consumer segmentation, IPSOS, Differentiation and A&U research to understand drivers and barriers in order to deliver relevant messaging and creative.  Participation in the development of research questionnaires and results presentations as well as coordination of research projects as necessary to better understand the player, product or environment.  Participation in all research activities to stay engaged with player and product insights and market conditions.  Ongoing oversight of creative to ensure brand consistency.  Development and strategy of creative briefs as needed.  Provide ongoing industry leading recommendations based on evolving technologies and platforms with quarterly presentations of latest trends. This includes, but is not limited to, mobile, web, influencer networks and social. Creative Development & Production 1) Brand Development a) Contribute to brand Style Guide, as needed. b) Develop “Where the Money Goes” beneficiary messaging. Tactics may include: i) Development of hoosierlottery.com elements, including ninety-three (93) county interactive map and five (5) landing page banners. ii) Creation and development of social media and sharable content ideas, including fifteen (15) social media posts, utilizing existing sharable content. iii) Creation and development of outbound messaging strategy, including twelve (12) mylottery emails. iv) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. c) Mobile App i) Development of marketing messaging to support ongoing enhancements to the app. Tactics may include: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs, such as: (a) Up to fifteen (15) paid digital ads, which assumes all sizes. (b) Up to ten (10) rich media units. (c) Up to five (5) landing page updates. (d) Up to ten (10) custom online interactive experiences. (e) Up to seventy-five (75) hoosierlottery.com elements. (f) Up to forty-five (45) Lottery app elements.

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(3) Creation and development of social media and sharable content ideas, including fifty-two (52) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including twenty-four (24) mylottery emails. (5) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. d) Winner Awareness Program i) Development and execution of winner awareness digital program. Tactics may include: (a) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (b) Creation of templates, including: (i) Ten (10) paid digital ads, which assumes all sizes. (ii) A custom online interactive experience. (iii) Six (6) hoosierlottery.com elements. (iv) Four (4) mylottery emails. (v) Eight (8) social posts. (c) Updates to existing templates, including: (i) Sixty (60) paid digital ads, which assumes all sizes. (ii) Fifty-two (52) updates to online interactive experience. (iii) Twenty-four (24) hoosierlottery.com elements. (iv) Twenty-four (24) mylottery emails. (v) Fifty-two (52) social media posts, utilizing existing sharable content. (d) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. 2) Scratch-off Games a) Creation of five (5) campaigns to successfully launch instant games, supporting Scratch Away platform. Tactics may include: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs, such as: (a) Two hundred (200) paid digital ads, which assumes all sizes. (b) Twenty (20) rich media units. (c) Ten (10) landing page updates. (d) Ten (10) custom online interactive experiences. (e) Seventy-five (75) hoosierlottery.com elements. (f) Ten (10) Lottery app elements. (3) Creation and development of social media and sharable content ideas, including thirty (30) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including ten (10) mylottery emails. (5) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. 3) Draw Games

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a) Strategic and creative development as well as ongoing management and trafficking of jackpot awareness for twenty-five (25) total rolls. Digital support is designed to trigger when Powerball, Mega Millions, Cash 5, and Hoosier Lotto games reach designated levels. Tactics may include: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs. (a) Three hundred seventy-five (375) paid digital ads, which assumes all sizes. (b) Fifty (50) rich media units. (c) A landing page. (d) Twenty-five (25) Custom online interactive experiences. (e) One hundred twenty-five (25) hoosierlottery.com elements. (f) Twenty-five (25) Lottery app elements. (3) Creation and development of social media and sharable content ideas, including one hundred fifteen (150) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including twenty-four (24) mylottery emails. (5) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. b) Creation of five (5) draw game campaigns. Tactics may include: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs. (a) Two hundred (200) paid digital ads, which assumes all sizes. (b) Twenty (20) rich media units. (c) Five (5) landing page updates. (d) Five (5) custom online interactive experiences. (e) Seventy-five (75) hoosierlottery.com elements. (f) Twenty (20) Lottery app elements. (3) Creation and development of social media and sharable content ideas, including thirty (30) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including ten (10) mylottery emails. (5) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. 4) Fast Play Progressive Games a) Support Fast Play campaign with development of tactics, such as: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs. (a) Seventy-five (75) paid digital ads, which assumes all sizes. (b) Ten (10) rich media units. (c) Two (2) landing pages. (d) Ten (10) custom online interactive experiences. (e) One hundred (100) hoosierlottery.com elements.

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(f) Forty (40) Lottery app elements. (3) Creation and development of social media and sharable content ideas, including one hundred (100) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including twenty-four (24) mylottery emails. (5) Ongoing monthly SEO/SEM management, including strategic recommendation and execution as needed. 5) Multicultural Test a) Support multicultural campaign. Tactics may include: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs. (a) Seventy-five (75) paid digital ads, which assumes all sizes. (b) Five (5) rich media units. (c) A landing page. (d) Two (2) custom online interactive experiences. (e) Ten (10) hoosierlottery.com elements. (3) Creation and development of social media and sharable content ideas, including ten (10) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including three (3) mylottery emails. (5) SEO/SEM management, including strategic recommendation and execution. 6) Sponsorship and Promotional Support a) Develop digital extensions to support ongoing sponsorship and promotional needs. Tactics may include: (1) Strategic development including creation of a brief, channel and communication strategy, product proposition and creative concepting from ideation to execution. (2) Creation, development and executional management of digital needs. (a) Seventy-five (75) paid digital ads, which assumes all sizes. (b) Twenty (20) jumbotron and animated ribbon boards. (c) Twelve (12) landing pages. (d) Twelve (12) custom online interactive experiences. (e) Sixty (60) hoosierlottery.com elements. (3) Creation and development of social media and sharable content ideas, including one hundred twenty (120) social media posts, utilizing existing sharable content. (4) Creation and development of outbound messaging strategy, including twenty-four (24) mylottery emails. (5) SEO/SEM management, including strategic recommendation and execution. b) Develop new methods of capturing player data during promotions and sponsorships to increase mylottery and app sign-ups. 7) Production Management a) Gain production efficiencies by maximizing production development across fifteen (15) campaigns. When applicable, integrate with other production needs, such as TV, video and event shoots.

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b) Manage up to five (5) simultaneous campaigns. c) Development of production across digital, including, but not limited to, landing pages, rich media units, paid banner and social media. Assumes up to five (5) simultaneous campaigns. d) Trafficking of up to fifteen (15) digital campaigns, including, but not limited to, landing pages, rich media units, paid banner and social media according to approved specs and timing. e) Manage necessary maintenance of up to fifteen (15) campaigns, maximizing inflight effectiveness. All work completed by interactive partner(s) will be under the direct supervision of the Lottery, and must be approved of in advance. IV. BACKGROUND A. Hoosier Lottery Sales, Marketing and Product Portfolio For Fiscal Year 2014 the Lottery had sales of $1.019B with approximately 69 percent of sales from Instant (“Scratch off”) Games and 31 percent from Daily and Jackpot (“Draw”) Games. These sales were supported with a statewide marketing budget of approximately $18.5 million. B. Current Hoosier Lottery Distribution and Promotion Hoosier Lottery Draw Games and Instant Games are offered statewide through a current retail network of approximately 4,400 outlets, comprised of 59 percent gas/convenience stores, 5 percent convenience stores only, 13 percent supermarkets and food stores, 12 percent liquor stores and the remaining 11 percent through various retail outlets such as newsstands, drug stores, etc. Of these outlets, 49 percent are chain-related outlets and 51 percent independently owned and operated stores. The Lottery provides all outlets with extensive retail display programs, including equipment (Lottery terminals, consumer-facing electronic display screens, ticket validation checkers, vending machines) as well as permanent and promotional display materials, including where to find Lottery drawing results. C. Hoosier Lottery Player Base Of the 4.987 million people in Indiana who are age 18 or older, 1.965 million are current players and 1.88 million are lapsed players. Of the lapsed players, 49% are unlikely to play. Continuing to deepen player relevancy and engagement with current players and reducing gaps in play of lapsed players is essential to the lottery’s ongoing growth. Based on lottery player quantitative surveys, demographics are balanced in terms of gender with a slightly more male skew (53 percent) and more mature (35 years +) for current players and slightly more female (53 percent) and younger (25 years+) for lapsed players. D. Agency Partnerships

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The Lottery has partnerships with a creative agency, as well as a media agency. The creative agency is responsible for leading brand and product strategies across traditional advertising, retail, public relations and promotions. The media agency is responsible for planning and placing media across advertising, retail and digital. Digital placements span from traditional standard-sized flash banners to customized rich media units. The selected Bidder is expected to integrate across agency partners, influencing creative and media decisions in the digital space, and in some cases, take full ownership of an entire digital creative project from initiation to completion. V. GENERAL REQUIREMENTS FOR BIDDERS The Lottery is conducting a two-phase process to procure interactive partner(s). Phase I will evaluate credentials and experience of Bidders. Qualified Bidders will be invited to Phase II of the procurement which will involve an assignment that will be judged by the evaluation committee as well as a cost proposal. 1. Phase I – Credentials and Case Study Phase I of the evaluation requires bidders to supply information that articulates Bidders’ experience and readiness to work with a fast-paced, retail business. Bidders must submit the following: A. Transmittal Letter - An individual authorized to legally bind the Bidder must sign the transmittal letter. The person who signs the transmittal letter will be considered the contact person for all matters pertaining to the offer unless the Bidder designates another person in writing. The letter must include the Bidder’s mailing address, e-mail address, fax number and telephone number. Bidder shall submit a cover letter indicating that the Bidder is responding to the RFP and that all of the RFP requirements have been met. The Transmittal Letter should confirm that all of the RFP requirements have been met confirm your qualifications and interest in participating in this solicitation B. Agency Fact Sheet (ATTACHMENT A) - Agency Fact Sheet, Attachment A, shall be completed by the Bidder. C. Three Case Histories - Bidders must submit three case histories of recent and relevant campaign work. Each case study should be no more than two pages in length and be accompanied by a video no more than 4 minutes in length. Case histories must provide the following information: a. b. c. d. e.

Business situation Business objectives Strategy Creative solution and executions Results – Sales results as well as KPIs such as click-through rates and conversation a. Names of team members that were involved in the campaign b. If creative from traditional mediums was concepted and produced by another agency, please describe level and method of integration to ensure consistency in campaign work

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Case histories showing the agency’s experience launching new products will be of special interest to the evaluation committee. Case histories must be from the office submitting the proposal. 2. Phase II– Bidders who meet the Lottery’s requirements will be invited to participate in the Phase II which will consist of the following: A. Test Assignment - Bidders will be briefed in person by Lottery officials on a challenge that is actually facing the Lottery. After approximately two weeks, Bidders will be asked to present their strategy and tactics in an in-person meeting with the Evaluation Committee. B. Based upon the Lottery’s scope of work, Bidders will be asked to submit a compensation proposal which will include an hourly rate from the interactive agency.

VI. EVALUATION OF PROPOSALS A. Submission of Proposals Bidder must submit their Phase I RFP response in the following manner: 1. Main package must bear the Bidder’s name and contain a cover/transmittal letter from a member of Bidder’s staff authorized to legally and contractually make the submission 2. Package must contain six (6) hard copies of Agency Fact Sheet and Case Studies 3. One (1) digital copy of cover/transmittal letter, Fact Sheet and Case Studies. Please indicate name of agency on jump drive or CD. After Phase I submissions are evaluated, finalists will receive additional information on the format of Phase II submissions and presentations. B. Evaluation Committee The Lottery will appoint a committee to act as proposal evaluation team. The Evaluation Committee will be responsible for evaluating proposals with regard to compliance with RFP requirements. Evaluation Committee personnel will use the evaluation criteria stated in this RFP. The Evaluation Committee will be made of qualified subject matter experts to ensure that the best possible terms are arrived at for the Lottery. C. Phase I Review and Scoring (Maximum Award: 25 Total Points) The Evaluation Committee will review the Agency Fact Sheets and Case Studies from each bidder, evaluate and score the submission according to the maximum points allocated on the following criteria: Categories Ability to perform scope of services

Points 5

Quality of Prior Work

20

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D. Phase II Review and Scoring Criteria and scoring procedures for the evaluation of Phase II presentations and submittals will be announced to finalists during the in-person briefing. E. Determination of Overall Score Following completion of the scoring of Phase II, the Evaluation Committee will combine the Phase I and Phase II scores to arrive at a total score for each Bidder. The total scores will be ranked and a determination of the best “price/value” proposal on the basis of the maximum number of points awarded to the Winning Bidder. VII. NEWS RELEASES Bidders shall not issue any written or oral statement or other written or oral communication to any press or other media representative with regard to the Lottery, the Commission, or this RFP, unless such communication is specifically approved in advance by the Lottery. VIII. DISCLAIMER By issuing this RFP the Lottery does not guarantee that a contract will be awarded. Furthermore, any Subcontractor must meet all requirements set forth in the Integrated Services Agreement between the Commission and the Lottery. A copy of the Integrated Services Agreement can be found at: https://www.hoosierlottery.com/aboutus/bids/public-records.

IX. OWNERSHIP OF PROPOSALS Proposals and any other materials submitted by a Bidder in response to this RFP will become the exclusive property of the Lottery upon receipt and will not be returned.

X. PROPOSAL COSTS The Lottery is not liable for any costs incurred by Bidders as a result of responding to this RFP.

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ATTACHMENT A – AGENCY FACT SHEET

Company: ______________________________________________________________ Address: _______________________________________________________________ Phone: ________________________ Email: __________________________________ Names and Titles of Principals:_______________________________________________ Key Business Contact __________________________ E-mail_____________________

A. 1. 2. 3.

Agency History, Ownership and Key Employees Founding Date. When was your office opened? Current Ownership. Who are the current owners of your agency? Team leadership. Provide a short biography of no more than six team members that you propose manage the Hoosier Lottery account and describe their current roles and their past experience. 4. Parent Company/Affiliation. Provide a listing of all companies/agencies that are owned or affiliated with your parent company. B. Current Clients, Account Gains and Losses 1. Current Clients. List all current clients—brands, products and services—managed by your office. Rank them by size, indicate the services provided, the dates they were acquired and, if possible, approximate budget ranges for each. 2. Account Gains. Of the accounts acquired within the past two years, please comment on why your agency was chosen to service these new accounts. 3. Account Losses. Of the accounts lost in the past two years, explain why they left or were resigned by the agency. C. Current Size 1. Current Size. Summarize the total billings for calendar years 2013 and 2014, number of employees and number of accounts currently being handled directly by your office. 2013

2014

Total Billings Per Year Number of Employees Number of Accounts F. Scope and Nature of Agency Services 1. Agency Services. List the various services offered by your agency and the number of full time employees dedicated to each department (e.g. account management, strategic services, creative development, production, etc.) 2. Media Planning and Buying Services. If your agency provides digital media planning and buying services, please include credentials in this area. 3. Other Specialized Services. List any other specialized services your agency offers to its clients.

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H. References 1. Client references. List four client references (name, title, company, address, telephone, email and fax number) we might speak with about the effectiveness of your efforts. 2. Agency partners. List at least two references from agencies in which you have collaborated with in the past. Provide name, title, company, address and email of a contact that can speak to your level of collaboration and integration.

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Schedule 1 – Definitions and Abbreviations “Bidder” means an entity that submits a proposal in response to the RFP. “Commission” means the State Lottery Commission of Indiana created by Indiana Code 4-30. “Draw Game” means a lottery game in which a player selects a combination of numbers or symbols, either manually or by an automated picking system, and winning tickets are determined by appropriately matching the combination of numbers or symbols randomly selected by the commission at a designated future drawing or selection event. “Fast Play Progressive Game” means a lottery game that is printed through terminals connected to the central system by a communications network and in which winners are instantly determined by a random selection where numbers, play symbols or other insignia provide whether the player has won a prize. The prize amount will act as a growing jackpot. “Hoosier Lottery” or “Lottery” means the operation of the state lottery in Indiana by the Commission together with its integrated services provider, GTECH Indiana, LLC. References to “Hoosier Lottery” or “Lottery” may refer to the Commission, GTECH Indiana, LLC, or both, depending on the situation. “Initial Term” means the period starting upon effectiveness of an agreement between the Lottery and the PR partner(s) under the RFP, planned to be from October 1, 2015 to June 30, 2017. “Instant Game” means preprinted tickets on which the game play data area is uncovered either by removing a tab or latex, to reveal immediately whether the player has won a prize “Jackpot Draw Game” means a Draw Game in which the prize amount will typically increase for a future drawing or selection events if no winner was selected “Material Governance” means those subject matters (including marketing campaigns) that require GTECH Indiana to provide advance reporting and an opportunity to countermand to the State Lottery Commission of Indiana prior to executing a decision under that subject matter. That advance reporting and opportunity to countermand occurs during regular meetings that include GTECH Indiana and Commission staff. “Renewal Term” means an optional one (1) year period following the Initial Term during which an agreement between the Lottery and the Subcontractor under the RFP is valid. “RFP” means this Request for Proposal as issued by the Lottery. “Subcontractor” means a person who provides or proposes to provide goods or services to the Lottery.

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