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HomeMy WebLinkAboutAWARD OF CONTRACT FROM :WATERLOO PEG I ONAL AIRPORT FAX NO. :3192914250 Dec. 03 2004 02:38PM P2 ' 1 December 3,2004 • WATERLOO TO:City Council Rt.(.sIONAL AIRPORT Mayor Hurley CRUItik A NEW AITITUDI- Michelle Weidner,CFO Nancy Eckert,City Clerk FROM :Brad Hagen,Airport Director s!- g , . RE: Recommendation of Award for Air Service Firm and Marketing Firm for Airport Marketing We are requesting to award a contract to two different firms to assist in administering our Air Service Gram: Air Service Consultant. Sabre,Inc-To assist the Waterloo Regional Airport(ALO)in developing air service analysis to generate economic business proposals and research to improve air service at ALO. In addition to air service analysis, this firm will also develop business plans and presentations to improve airfreight and other economic opportunities at ALO. Marketing Finn ME&V- To assist in developing marketing plans and developing radio, television, and other advertising campaigns for ALO to improve air service and usage of ALO. This will also include website redesign,promotions,and many other advertising promotions. We are required to competitively hid and hold public hearings on both of these projects pursuant to City policy because the contract will be in excess of$25,000. The Airport Board invited I firms in the Cedar Valley (all firms listed in yellow pages) to respond to our marketing RFP. Four firms responded. The Airport Board evaluated these proposals and narrowed them to two for interviews. On Friday, December 3, 2004, the Airport Board conducted presentations with the final two candidates (Hellman & ME&V). While both firms were very good, the Airport Board believes ME&V was better. The Airport Board is recommending ME&V for the marketing contract. The Airport Board invited three firms to respond to the air service RFP. Two firms responded and the Airport Board evaluated those two responses and is recommending Sabre,Inc. Both of these are three year projects and the work will be funded by a US DOT grant $550K (96.5%)and the Waterloo Airport$10K(1.75%)and the community$10K(1.75%). The specific breakdown of community funding will be finalized in the next two months, but will consist of funding from about 7 different government and private businesses similar to what we have done in the past. if you have any questions or concerns,please call. 2790 Livingston Ln • Waterloo IA 50701 • P: 319 291-448.3 • F: 319-291-4250 • www.FlyALO.com . ., y.a .Y-?s} `�; r .*+ p..r ..fix, <' "r' �'A..SR' ♦-..It, 1p i., WATERLOO REGIONAL AIRPORT (ALO) REQUEST FOR PROPOSALS MARKETING COMMUNICATIONS Waterloo Regional Airport (ALO) is requesting proposals for a full service Marketing Communications Agency. ALO respectfully requests your response if, after reading the enclosed material, your agency is interested in working with Waterloo Airport to establish our airport as the air transportation facility of choice for the Waterloo Airport service area. This proposal is being distributed to numerous advertising firms in the Waterloo-Cedar Falls area. Enclosed you will find a summary of information required for consideration in this process, a selection schedule, and a brief summary about Waterloo Regional Airport's programs and services. Also enclosed is a purposefully brief statement of Waterloo Regional Airport's marketing communications challenges. In the first phase of the selection process, we ask that you focus only on the questions outlined in the request for proposal so that we may learn about the philosophies, standard business practices and creative approaches or your agency. The two agencies selected to move to the next phase of the process will be provided more specific information and asked to address a Waterloo Regional Airport marketing challenge in their presentations to the selection committee. Should you choose to respond to this request for proposal, thank you for your time. If you have any questions regarding the selection process, please feel free to contact me at: bhagen@flyalo.com. Sincerely, Bradley Hagen, A.A.E. Airport Director Brief Background Waterloo Regional Airport is a non-hub primary commercial service airport serving the greater Waterloo-Cedar Falls area. The Airport is owned by the City of Waterloo and operated through a seven member Airport Board. The Airport was constructed at its current location in 1949. Shortly after September 11, 2001 the Waterloo Airport, like most airports, experienced a decline in air service loosing two of the three air carriers. The Waterloo Airport now is served by Northwest Airlines through regional service providers, Mesaba Airlines and Pinnacle Airlines. In April 2004, a $5M Airport Terminal Renovation project was completed. The newly renovated terminal provides a state of the art facility to handle airline passengers. Also, Northwest Airlines recently upgraded turboprop aircraft to Regional Jet(RJ) aircraft. The new terminal facility and RJ service are designed to meet the current and future air transportation needs of the Waterloo-Cedar Falls market. However, Waterloo Regional Airport officials understand that new facilities and RJ service alone will not ensure success. The Waterloo Regional Airport desires to market and promote these services and facilities and to ensure long-term market based profitability. Challenges in Brief Waterloo Regional Airport currently retains about 37% of those passengers in the Waterloo-Cedar Falls area who purchase airline tickets. Its challenges in the near future include upgrading air service through RJ aircraft, improving airline pricing, retaining more market share and to increase incremental revenues to achieve self-supporting operations at the Airport. Marketing Communications Services Required 1. 3 year strategic marketing plan 2. Creative advertising/branding development for radio, television and print advertising 3. Video/audio communications tool development 4. Media buying 5. Research 6. Website upgrades Request for Proposal Questions 1. Tell us about your agency experience that leads you to believe you are the right marketing partner for this account. 2. What would be your strategy for working with our current branding? 3. How would you work with the airport in developing its long-term strategic marketing communications plan? 4. What positions (and levels of experience) would comprise the airport creative team? 5. What percentage of your corporate travel is done through the Waterloo Regional Airport? 6. Describe your prior experience in branding/promoting an airport. 7. What is your vision for the Waterloo Regional Airport? 8. What marketing communications services are offered in-house? Which would be contracted through an external vendor? 9. Describe the experiences you have had in travel and tourism projects in the Cedar Valley. 10. Please describe your billing structure. How frequently and at what rate would we be invoiced for each service provided? Evaluation Criteria The following criteria, not necessarily listed in order of importance, will be used to evaluate proposals: 1. Quality and creativity of project work plan 2. Bidders methodology and approach 3. Stability, experience and qualification of staff 4. Description of proposed deliverables 5. Ability to demonstrate development and execution of integrated marketing strategy 6. Relevant branding development and implantation experience Evaluation of Proposals and Award of Contract ALO reserves the right to accept and reject any and all proposals. ALO reserves the right to award the agreement to the firm submitting a responsive proposal, which is most advantageous and in the best interest of ALO. ALO will be the sole judge of the proposals and the resulting agreement that is in its best interest and its decision will be final. Selection Committee The ALO selection committee will be comprised of representatives from the Waterloo Regional Airport Board of Directors and Staff, City of Waterloo representatives and a representative from the travel agent community. Delivery of Proposals Interested firms are requested to indicate their interest in providing the requested services by submitting an original and five (5) copies of Request for Proposals in a SEALED package and clearly marked: RFP—Airport Marketing Services November 12, 2004—2:00 p.m. The packages should be sent or hand delivered to: Waterloo Regional Airport ATTN: Airport Managers Office 2790 Livingston Lane Waterloo, IA 50703 Each package submitted must clearly show the company name on the outside. Facsimile statements will not be accepted. Any RFP received after the stated date and time will NOT be accepted. Each Proposer is fully responsible for ensuring that its Proposal is timely received, and shall assume risk of non-delivery or untimely delivery caused by its chosen delivery method, whether by U.S. mail, public carrier, or otherwise. Late proposals, as determined by ALO's clock, will not be opened or considered. Timeline Request for Proposals distributed-Monday,November 1, 2004 Request for Proposals due—Friday,November 12, 2004 @ 2:00 pm Notification of two agencies—Wednesday,November 17, 2004 Presentations—Tuesday,November 30, 2004 Selection—Wednesday, December 1, 2004 Proprietary Information All proposers should be aware the RFP's and responses thereto are in the public domain. However, the proposers are requested to identify specifically any information contained in their proposals, which they believe to be exempt from disclosure, citing specifically the applicable exempting law. ALO will consider a proposer's opinion, but shall not be obligated to concur in such opinions and shall have no liability to a proposer for making public any information contained in the proposal. Addenda— Changes while proposing No interpretation of the meaning of any part of this RFP, nor corrections of any apparent ambiguity, inconsistency or error therein, will be made to the Proposer orally. Every request for interpretations or corrections MUST be in writing via US Mail, Email or Fax: US Mail: Waterloo Regional Airport 2790 Livingston Lane Waterloo IA 50703 Email: bhagen@flyalo.com Fax: (319) 291-4250 All requests for written interpretation and corrections must be received at least five (5) working days before opening of Proposals to be given consideration.