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HomeMy WebLinkAbout2007-10-22 07-337 ORDERDale: October 22, 2007 Item No, 07 337
Item/Subject: ORDER, AuMalnng Contract Award for Advertising/Marketing Services Por
Bangor International Almort
ResponsibleDeparhrrent Bangor International Airport
On July 25, 2001, the City waived fourteen (14) proposals for adverddirg and marketing services
for the Bangor International Airport. Clty staff reviewed the proposals and determined that Paradise
Advertising & Marketing of St Petersburg, Honda was the most qualified and competitive firm.
On October 4, 2D07, the Finance Committee reviewed and approved staff recommendation to award
a three (3) year contract to Paraded Advertising & Marketing.
See attached memorandum from Risteen Masters, Marketing Manager, for details abate the
selection process and the rationale for selecting Paradise Advertising & Marketing.
Department Head
Recommend approval.
Associated Inforn atlon: Memorandum
Finance Director
Legal APPmval:
Solleka
Introduced for
Passage
First Reading Pape _of _
Referral
07 337
Aaslgnea to Councilor n'Eaxicn October zz, zoo)
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CITY OF BANGOR
(TITLE.) Order, Authorizing Contract Award for Advertising/Marketing Services for Bangor
International Airport.
By bV OLy CoUr of de Om' orBangor.•
ORDERED,
THAT, Deborah Cyr, Finance Director, is hereby authorized to execute a contract
with Paradise Advertising & Marketing for advertising & marketing services for
Bangor International Airport.
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October 22, 2007
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BGR 37
Tw Finance Committee
Cc Edward A. Barrett, City Manager
From: Risteen Masters, Marketing Manager
Date: 10/16/2007
Re: Marketing and Advertising Agency
Background
In June 2007, the City issued a Request for Proposals (RFP) for Marketing add Advertising Services to
assist Bangor International Airport in the development and implementation of a multi -media marketing
and public deadens campaign. The RFP was developed and released in accordance with industry and City
best practices.
The requested scope of work was defined as developing a strategic approach to marketing and
advertising me Airport and Its services with the following focus areas:
• Scheduletl air seMce far domestic passengers -to retain /increase passengers In our
primary/seccndary catchment areas;
Corporate/General Aviation —to communicate effectively with customers in order to
maintain anti increase this market segment;
• Air Cargo and International Charter/Commercial —to develop materials and strategies to
attract this segment. (Please note that this was not intended as a primary focus area.)
The RFP, including guidelines, timelines, and instructions, was widely disseminated to potentially
interested parties. The City received 14 responses: 3 from the local area; 8 from Maine outside the
Bangor area; 2 from other New EnglanE states; and 1 from Florida.
Review Process
A Selection Committee consisting of stated Masters, Tony Caruso, Peter D'Emico, Debbie Cyr, and Rod
McKay coordinated a three phase selection process focusing first on qualifications, then on creative
abilities, and finally on finances.
The overall search and selection was defined by the following three core questions: 1) Can the proposer do
the work? 2)15 there a good fit? and 3) Will we work wall together?
Phase I—QualNketlons
During Phase I, the Committee reviewed all the responses with particular attention paid to the
credentials and qualifications of the agencies and the creative samples submitted. The committee
considered Croarall and Unique Capabilities, Strategic Skills, Creative Skills, Media Skills, Track-Rerord,
Relevant Werence, Presentation of Materials, People Skills, M. Each member of the committee
independently scored each agency on these criteria.
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Based on these ratings and reference checks, the Committee selected the top s& scaring agencies for
fuller consideration during Phase H. These agencies were: Paradise, Swardlick Marketing, Perry &
Banks, bR International, NL Partners, all Vreeland.
Phew II—Creatine
Phase IT can be described as helping to answer the questions, "Can they do the job?" and "Is there a
good fit?". In addition to scrutinizing the agencies for Overall Capability, EVeriernx, Comprehension of
Needs, Presentation, anti People, the Committee looked at whether the agencles Understand Bangor
International's Brand, Objectives, Audience, and Competition; If their ideas were on strategy, compelling,
and creative; whether they were research oriented, committed to results, and looking rt the No picture.
The sbk Phase R agencies were invited to make a presentation outlining their creative approach.
There were two ratings in this Phase — Creative/Strstegy and Overall Impression/Compal bigty. The
Committee members Independently scored each agency an these criteria. The top three scorers,
Paradise, Swardlick and NL Partners, were invited to participate in a work session with the committee.
A Work Session is an assessment of teamwork and chemistry which parallels the way the Airport and the
agencywould work together. Itis intended W replicate the working relationship between the two
organiudons to allow the Committee to evaluate the quality of Interactions, personal compatibility, work
style, and approach — as well as the outcome of the session. R addressed the question, "Will we work
well togetherr
To organize the Work Session, the Airport's Marketing Manager developed a Creative Brief outlining the
Issue W be worked on, sent the agency relevant research on that issue several days In advance, and, 24
hours before the Work Session, released the Creative Brief to the agency. The Work Sessions were
scheduled in advance and were to be no more than 3 hours long.
In the case of the two Portland agendas, the Committee traveled to their offices. For the Ronda based
agency, two of their representatives beveled to the Airport while the rest of their team participated Na
teleconference.
While all three agencies did commendably on the assignment, the Commitee rated Paradise and Swardlick
as the tap two agencies.
Phew III - Financial
Paradise and Swardlick were then asked to submit Financial Proposals and Fee Structures far comparta in
W each other as well as to the fees charged by our current agency. Since the two agencies use different
structures, three different marketing scenarios were reviewed to determine what the likely fees would be.
Based on this analysis and our recent and projected spending patterns in This area, Paradise proved to be
the most cost effective. Their structure is a base fee of $5,000 per month with credits for wmmarmns
from placed media. Given BGR's anent budget, average monthly cretins towards the fee are estimated
at $3,125, leaving an estimated net tee of $1,875 per month. Our current agency fee Is $3,300 per
month.
,;7 337
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Recgmmerntadan
The Selection Committee recommends that Paradise Advertising & Marketing of St. Petersburg, Florida be
engaged as the Marketing and AdveNsing Agency for Bangor International Airport. Paradise Advertising
& Marketing is a full service marketing communications firm with 18 full time and 4 part time employees.
Their billings are currency $15.5 million annually.
Paradise stood out throughout the process given that it has developed a niche as an airport marketing
agency. The cgmmitme rated Paradise as either #1 or #2 in each rating phase. IIs clients include:
Bermuda International Airport, SL Petersburg/Clearwater International Airport, and Southwest Florida
International Airport. They aim serve clients in the tourism industry including: The Naples, Marco Island
& the Overglades Convention and Visitors Bureau, Seminole County Convention & Vistors Bureau, and
Bermuda Department of Tourism. Other relevant clients are Pinellas Suncoast Transit Authority, and
Seminole County Department of Economic Development.
The creative work by Paradise s outstanding and Meir understanding of the industry will make for a quick
start-up and an easy, transition. They have demonstrated that they can work at a distance effectively.
Their fee structure is fair and affordable.
It is the Committee's opinion that their understanding of tre airport environment and tre issue facing
smaller airports uniquely qualifies them to be our agency. The perspective of distance offers them the
distinct ability to view KR and our operating environment objectively. Their location and contacts In
Florida, BGR's #1 destination for area residents, offer the opportunity, for cooperative marketing efforts.
To quote from their proposal's cover letter, "Paradise Advertising & Marketing, Inc. possesses a deep
knowledge and understanding of the economic and travel Issues affecting airports in the highly
competitive and ever-changing marketplace. And we thoroughly understand the mission, objectives and
importance of regional airports." After a thorough and robust search and selection process, the
Committee concurs with this statement and requests that the France Dammittee endorse this
recommendation and forward R to the full City Cruncil.