Pre-Proposal Webinar

RFP 2016-02 – advertising servicesRFP 2016-03 – public relations services

May 4, 2016

The Fairfax County Economic Development Authority (FCEDA) is an independent authority created by the Virginia General Assembly in 1964 and funded by the County of Fairfax through its general fund.

The FCEDA is charged with encouraging U.S. and foreign-owned businesses to locate to, stay in, and expand in Fairfax County to increase the county’s commercial tax base that the Fairfax County Board of Supervisors uses to fund high-quality public services for a growing and diversifying population.

We do this by filling office space and working with companies that want to locate or expand here and create jobs.

The FCEDA has a staff of 35 in Tysons Corner, Fairfax County’s largest business district.

We also have offices in these important technology markets: Bangalore, London, Los Angeles, Munich, Seoul and Tel Aviv.

What is the role of advertising and PR? The FCEDA was a pioneer in using advertising and public relations as part of an economic development program. It is vital to create, maintain and enhance an image of Fairfax County as a high-quality business location, ideally suited to business investment.

Advertising has been used in domestic and global markets since 1977 to promote Fairfax County as a leading business location in support the marketing staff’s work to create job opportunities and increase the county’s commercial tax base.

Public relations has been used in domestic and global markets for more than 20 years.

What do we want?The FCEDA requires a mix of advertising and public relations services to support its programs and efforts toward fulfilling the above purposes. We have posted two RFPs to find those providers.The objective of the RFPs is to enter into a contract with firms that will offer the best possible mix of domestic and international advertising and PR services to promote the county as a business and technology center. This will be done to support the FCEDA’s mission to expand Fairfax County’s commercial tax base and employment opportunities, as well as promote an understanding of the value of economic development in Fairfax County.But first, a bit about Fairfax County…

Continued Population Growth

Sources: U.S. Census Bureau and Bureau of Population Research, University of Virginia.

1964 1974 1984 1994 2004 2015 -

200,000

400,000

600,000

800,000

1,000,000

1,200,000

333,082

522,200

649,313

863,134

1,022,298

1,125,400

Race and Ethnicity – A Diversifying community

Sources: U.S. Census Bureau and Fairfax County Department of Neighborhood and Community Services.

White95%

Black5%

Other0%

1960

White52%

Asian19%

Hispanic16%

Black9%

Other4%

2014

Growth of a Job Center

Sources: Bureau of Labor Statistics and Virginia Employment Commission.

1964 1974 1984 1994 2004 2014 -

100,000

200,000

300,000

400,000

500,000

600,000

700,000

63,723

122,156

242,988

404,235

544,258 579,369

Growth of an Office Space Giant

1964 1974 1984 1994 2004 20150.0

20.0

40.0

60.0

80.0

100.0

120.0

140.0

N/A N/A

35.1

75.6

102.1116.2

millions of square feet

Source: Fairfax County Economic Development Authority.

County Budget – Growth and Complexity

Source: Fairfax County Department of Management and Budget; values adjusted for inflation.

1964 1974 1984 1994 2004 2017$0.00

$500.00

$1,000.00

$1,500.00

$2,000.00

$2,500.00

$3,000.00

$3,500.00

$4,000.00

$4,500.00

$281.02

$975.49

$1,412.19

$2,234.39

$3,225.35

$4,012.54

current dollars in millions

Major Employers – Government Sector

Major Employers – Diverse Sectors

Economic Development Helps reduce the Property Tax Rate

Source: Fairfax County Department of Management and Budget.

1964 1974 1984 1994 2004 2014 2017 $-

$0.50

$1.00

$1.50

$2.00

$1.50

$1.72

$1.47

$1.16 $1.16 $1.09 $1.13

effective rate per $100 assessed value

A Diversifying Business Community

Foreign-Owned Companies Minority-Owned Companies

1979 20140

50100150200250300350400450

17

414

1992 20120

10,000

20,000

30,000

40,000

50,000

60,000

11,666

47,911

Sources: Fairfax County Economic Development Authority and U.S. Census Bureau , Survey of Business Owners.

Climbing Public School Enrollment

Source: Fairfax County Public Schools.

1964 1974 1984 1994 2004 20150

50,000

100,000

150,000

200,000

250,000

94,232

145,385

123,163137,646

180,282 186,714

How big are the advertising and PR services contracts?In fiscal year 2016, the FCEDA budgeted about $1.1 million for advertising and public relations in the U.S. and key international markets.Of that total, almost $1.0 million is expected to be spent on advertising services including placements, retainer and production costs. Slightly more than $100,000 is expected to be spent on public relations and related services.The amount budgeted for these services can change annually subject to Fairfax County and FCEDA budget allocations.

RFP timeline• RFPs published April 27• Webinar May 4• Questions on process by May 13; all answers posted by May 20• Deadline to submit proposals May 31 at 2pm Eastern time• Interviews of top-ranked candidates week of July 5• FCEDA Commission meeting July 19• Contracts begin October 1Contracts run from October 1, 2016, through June 30, 2018. Two-year extension possible through June 30, 2020.

IMPORTANT!!!Firms that currently provide similar services for competing economic development organizations should not apply.Any economic development or community promotion work done in the Washington, D.C., area, would be considered a conflict of interest. Similar work done in any of the FCEDA’s primary markets in the northern California, southern California and Boston metropolitan areas also is considered a conflict of interest.Work in other markets could be considered a conflict as well – submit a question about it. Determination of a conflict resides with the FCEDA president and CEO.

Advertising services RFP submissionTechnical (creative) proposal based on:• experience of firm and staff• strategy•previous work and references

Strategy will be based on advertising placements at three levels offunding: $400,000, $600,000 and $800,000.

Business proposal – how much various services would cost at the three levels of funding for advertising placements

Public relations services RFP submissionTechnical (creative) proposal based on:• experience of firm and staff• strategy• previous work and references

Strategy will be based on public relations services at three levels of funding: $100,000, $200,000 and $300,000.

Business proposal – how much various services would cost at the three levels of funding

Selection of top bidders• Selection Advisory Committee first will score the technical proposals,

then the business proposals.• Top-ranked bidders will be invited to make presentation to the SAC.• Advertising and PR interviews will be held separately.• Top-ranked advertising and PR firms will be invited to present to the

FCEDA Commission.• Commission will rank bidders and authorize negotiations.• Commission will select contractors.

The not-so-fine printFirms may submit proposals for both the advertising and public relations RFPs but the submissions must be made separately and will be considered separately.Any particular section of your proposal that you consider to be proprietary must be so marked. Proposals will not be considered proprietary in their entirety.Proposals received at the Fairfax County Economic Development Authority after 2 P.M., Eastern time, May 31, 2016, will NOT be considered for contract award and shall be returned to the bidder.Five hard copies of the proposals must be submitted by mail or courier. We will not accept proposals via e-mail.

Questions about the RFP process?

Submit questions (e-mail only) by May 13All answers posted by May 20

Flor MorrobelProcurement managerfmorrobel@fceda.org

Thank you for your interest in the RFPs and in the FCEDA