The French Quarter Management District is currently hiring a qualified professional Marketing & Public Relations vendor for a full range of marketing services. For more information, please read the Request for Proposals linked below. Respondents’ questions are due by Tuesday, February 27, 2024. Proposal submissions are due by Thursday, March 7, 2024.
Marketing RFP Respondent Questions:
*Note- some respondent’s questions were similar. They will be notated in parentheses and quotations.
1. Is there a proposal budget range? (“What is the budget range for the marketing plan and its 12 month implementation?) (“What is the budget for the work outlined?”) (“Is there an approved budget for the project? If so, are you able to share the budget details?”) (“Is there a predetermined budget for this engagement? If so, can it be shared?”)
The budget for this proposal ranges from $45,000 to $50,000.
2. Is there a scoring matrix? (“Can you describe your selection criteria and is there a weighted breakdown for key qualifications?”) (“Can you describe who we will be working with directly and what the approval process will be like if we were selected for this project?”) (“Can you describe the approval process for projects?”) (“What will the selection process look like for candidates as the RFP moves into further rounds?”)
Yes. The evaluation criteria will be based on conceptual plan, price proposal, experience, performance history, and local representation, with the weight of each criterion as follows: 30% for conceptual plan, 30% for price proposal, 15% for experience, 15% for performance history, and 10% for local representation. The selected vendor will be working directly with the FQMD Board Chair, Executive Director, and Coordinator.
3. Is there a media budget range for awareness campaigns?
At this point in time, there has not been an amount set aside from the total marketing budget specifically for awareness campaigns, but the FQMD is looking to further discuss and explore the pricing options and strategies for these campaigns with the chosen vendor. This will be included in the total budget.
4. Should creative costs for a 12-month marketing plan need to be included in pricing? It is hard to scope creative needs without the actual plan.
Yes, this can be broken out into a line item variable cost.
5. Should website hosting be included in costs?
No, this will be handled by our IT employee.
6. Is the 12-page limit exclusive to the qualification’s summary? Or should the entire proposal not exceed 12 pages?
The entire proposal should not exceed 12 pages.
7. Can you specify the primary target audience among residents, businesses, and visitors? We are hoping to get an understanding of priorities. Additionally, how do you define “visitors” – are they local non-residents, tourists, or both? (““Do you have specific target markets in mind? If so, can you share them?”)
The FQMD views both residents and businesses equally as our primary target audience, with visitors as a secondary target.
8. What are the top three challenges that the FQMD aims to address through this initiative?
Amplifying public awareness of the FQMD and the programs within the agency, modernizing and redesigning the website to be user and mobile friendly, and prepare for strategic marketing.
9. To what extent is the FQMD involved in the planning for the 2024 Super Bowl, and how might this marketing plan influence those efforts?
The FQMD actively participates in programs that supplement City services to improve public safety and quality of life in the French Quarter and will be working in tandem with local, State, and neighborhood partners. The tools created within this marketing plan could be utilized in promoting those programs and initiatives.
10. Could you describe the nature of the relationships and collaborations between the FQMD, the Downtown Development District, the New Orleans Tourism Marketing Corporation, New Orleans & Company, and Greater New Orleans, Inc.?
The FQMD works closely with the Downtown Development District, having teamed with the DDD to coordinate multiple programs and initiatives, including a 2024 Mardi Gras Bead Recycling Program and the Remove, Lock, Take initiative. The FQMD receives operational support from New Orleans & Company via the New Orleans hotel self-assessment tax, and New Orleans & Company supports the Supplemental Police Patrol Program which is funded by the French Quarter Economic Development District. The FQMD does not have a relationship with GNO.
11. Who will be our main point of contact within the FQMD for this project? (“Who will the agency report to?”)
The main point of contact will be the FQMD Coordinator, but the selected vendor will also be working closely with the FQMD Board Chair and the Executive Director.
12. What are your current marketing priorities, key messages, and target audiences? (“What are the key objectives you hope to achieve with this program, and how do you plan to measure its success?”) (“What does success look like for your organization?”)(“What other outcomes would be important for this campaign to achieve?”)
The main priorities include creating a universal brand standard for the FQMD, redesigning the website to be more user and mobile friendly, and amplifying public awareness of the agency and the programs that FQMD provides to the public. The target audiences would be the residents, workers, businesses, and visitors of the French Quarter. Success would be measured by website and e-mailing list analytics, public participation in FQMD programs, and increased media presence for the FQMD.
13. What kind of research was conducted to identify these target audiences?
The target audience is defined by our enabling legislation.
14. Who is currently handling your website?
The website is currently hosted and maintained by Tomatillo Design and updated regularly by FQMD staff.
15. How will the selected agency work with your other service agencies?
The FQMD works closely with the Downtown Development District, having teamed with the DDD to coordinate multiple programs and initiatives, including a 2024 Mardi Gras Bead Recycling Program and the Remove, Lock, Take initiative. The FQMD receives operational support from New Orleans & Company via the New Orleans hotel self-assessment tax, and New Orleans & Company supports the Supplemental Police Patrol Program which is funded by the French Quarter Economic Development District. The FQMD does not have a relationship with GNO.
16. How do you measure results in your current marketing initiatives (i.e., ROI, # of placements, media impressions, AVE, and KPIs)?
The FQMD does not currently measure marketing metrics but measures KPIs for the programs that the agency provides to the public regarding public safety, sanitation, and quality of life.
17. Are hard costs being covered in the budget?
Yes, this is an all-inclusive contract.
18. What is the timeframe of the relationship for the selected agency?
The anticipated timeframe of the relationship between the FQMD and the agency will be a year with an option to extend.
19. What are areas that are not being done for you that you want to add, or not being done at the level and outcomes you want?
We do not currently have a marketing firm engaged.
20. What research and/or information is available on your target audiences?
FQMD has not previously conducted market research on our target audiences.
21. At what point will the names of the members of the evaluation committee be shared, if at all?
The names of the members of the evaluation committee will not be shared.
22. Are there planned media worthy events, announcements, or partnerships at this time?
FQMD is preparing to launch a breadth of new programming related to public safety and quality of life initiatives as well as ongoing supplemental police patrol programs, litter abatement and beautification programs, and governmental relations that require marketing and promotion.
23. What spokespeople do you have in mind for this campaign?
The FQMD Board Chair and Executive Director.
24. Has your leadership been media trained?
Yes, there has been some training in the past.
25. How many respondents are you anticipating?
The FQMD has no specific number but anticipates anywhere from 5 to 15 respondents.
26. Are you open to participants bringing on third-party agencies who may be experts in different fields? For example, a marketing/creative agency teaming with a public relations firm?
Yes, this can be broken out into a line item variable cost.
27. For the website portion of the project, is there a preferred platform or CMS that you’d like to explore?
The FQMD is open to discussion of different website platforms. Currently the website is hosted through WordPress, but the FQMD is open to exploring other platform options that could help to modernize the website.
28. The patrol program seems to be the bulk of your budget and efforts and seems to be the most visible. In order of importance, what other FQMD programs would you like to see elevated in terms of public awareness? Are there any that we want to minimize in 2024?
In order of importance, the FQMD would like to see elevated in terms of public awareness: the Supplemental Police Patrol Program, the Upper Quarter Patrol, homeless services, the North Rampart Pedestrian Safety Initiative, Keep the Quarter Clean, Glass Recycling for Coastal Restoration, and the Remove, Lock, Take program.
29. My understanding is that the French Quarter generates about $65 million in State sales tax each year. Is there any evidence/stats that this amount has decreased (outside of pandemic effort) or will decrease in coming years?
At this time there is no definitive economic impact study exclusive to the French Quarter.
30. Are you looking to your marketing provider to play a role in the upcoming request for state funding?
Legislative lobbying is conducted by FQMD Board of Commissioners and staff. There may be an opportunity within this contract for the selected vendor to support those efforts.
31. Has there been any official study to determine why only 16% of visitors return to the French Quarter? Do we know if the percentage is higher for visitors to other parts of the city?
At this time there is no definitive economic impact study exclusive to the French Quarter.
32. Are there any specific elected officials, appointees, governmental arms, or organizations the FQMD is looking to reach in its communications/bring closer into the fold?
The FQMD is looking to reach as many State and local elected officials, appointees, governmental arms, or organizations as possible.
33. In terms of branding, are there other groups or organizations whose branding and communications efforts you admire? Who and why?
Some specific examples of branding and website presentation that the FQMD admires are PORT Nola and the Audubon Institute. FQMD is looking to have the website redesign look clean and be able to share a large amount of information without becoming too overcluttered with graphics, text, or images.
34. Is there an incumbent agency leading FQMD marketing efforts, or will this be your first time engaging an agency?
This will be the first time that FQMD is engaging with a marketing agency.
35. The RFP references streamlined brand standards. Is it envisioned that the contractor will develop a new brand and visual identity system for FQMD?
We would like the selected vendor to keep the existing logos and create a streamlined and simple brand identity.
36. How critical are accessibility and inclusivity to your website’s design? Do you have specific accessibility standards and guidelines, such as WCAG, that we need to follow?
FQMD would like to assure standard accessibility for our website and email services.
37. Is offering multilingual support a key feature for the updated website?
This is not a high priority key feature for the updated website.
38. Do we need to integrate specific systems with the new website, like donor management, event registration, or CRM?
This is not a priority.
39. In addition to basic traffic analysis, what specific metrics or outcomes are you looking to track on the new website to gauge its success?
The FQMD is looking to track if users are utilizing our pages that refer them to our available programs, financial and annual reports, meeting schedules, and informative resources regarding public safety, sanitation, and quality of life.
40. How high of a priority is SEO in the redesign strategy? Is it important to maintain your current SEO rankings, and do you have specific SEO goals in mind?
The FQMD is looking to improve the SEO, but this is not a high priority for the redesign strategy.
For further information on the FQMD, please see our Annual Report HERE.