Commonwealth of Pennsylvania Form Revised 02/26/08 Page 1 of 1 Date: 6/29/2011 Subject: Marketing Plan and Creative Advertising Development Solicitation Number: RFP 20100908 Opening Date/Time: 7/12/2010 at 1:30 p.m. Addendum Number: 1 To All Suppliers: The Commonwealth of Pennsylvania defines a solicitation “Addendum”” as an addition to or amendment of the original terms, conditions, specifications, or instructions of a procurement solicitation (e.g., Invitation for Bids or Request for Proposals). List any and all changes: This addendum presents a copy of the information covered at the June 22, 2011, Pre-proposal Conference for RFP 20100908, “Marketing Plan and Creative Advertising Development”.” For solicitations where a “hard copy” (vs. electronic) response is requested: Attach this Addendum to your solicitation response. Failure to do so may result in disqualification. If you have already submitted a response to the original solicitation, you may either submit a new response, or return this Addendum with a statement that your original response remains firm, by the due date to the following address: Mary Ann Fischer, Issuing Officer, PLCB, Bureau of Purchasing & Contract Administration, Room 316, Northwest Office Building, 910 Capital Street, Harrisburg, PA 17124 Except as clarified and amended by this Addendum, the terms, conditions, specifications, and instructions of the solicitation and any previous solicitation addenda, remain as originally written. Very truly yours, Name: Mary Ann Fischer Title: Issuing Officer Phone: 717-772-3532 Email: [email protected]
Transcript
Commonwealth of Pennsylvania
Form Revised 02/26/08 Page 1 of 1
Date: 6/29/2011
Subject: Marketing Plan and Creative Advertising Development
Solicitation Number: RFP 20100908
Opening Date/Time: 7/12/2010 at 1:30 p.m.
Addendum Number: 1 To All Suppliers: The Commonwealth of Pennsylvania defines a solicitation “Addendum”” as an addition to or amendment of the original terms, conditions, specifications, or instructions of a procurement solicitation (e.g., Invitation for Bids or Request for Proposals).
List any and all changes:
This addendum presents a copy of the information covered at the June 22, 2011, Pre-proposal Conference for
RFP 20100908, “Marketing Plan and Creative Advertising Development”.”
For solicitations where a “hard copy” (vs. electronic) response is requested:
Attach this Addendum to your solicitation response. Failure to do so may result in disqualification.
If you have already submitted a response to the original solicitation, you may either submit a new response, or
return this Addendum with a statement that your original response remains firm, by the due date to the following
address:
Mary Ann Fischer, Issuing Officer, PLCB, Bureau of Purchasing & Contract Administration, Room 316,
Northwest Office Building, 910 Capital Street, Harrisburg, PA 17124
Except as clarified and amended by this Addendum, the terms, conditions, specifications, and instructions of the solicitation and any previous solicitation addenda, remain as originally written. Very truly yours, Name: Mary Ann Fischer
Q87c. If yes, are those production costs to be included in the $2-3 million proposed
budget?
A87c. Yes. See answer to Question 11.
Q87d. Please provide a breakdown of spending between fee and third party costs?
A87d. The $2-3 million proposed budget is a bucket out of which work orders may be
drawn down. Offerors must factor all expenses into their hourly rates as set forth
on the Cost Submittal Worksheet as the PLCB will not pay or reimburse any fees,
expenses, or costs except as set forth in the hourly rates for job classifications
times hours actually expended. Offerors thus must make their own determination,
using their own experience and best judgment, of how to allocate various
elements of costs into the hourly rates.
Q87e. Should we use the purchase orders issued by the PLCB in FY 2010-2011 to the
incumbent agency, Neiman, as a guide for understanding the breakdown between
fee and third party costs?
A87e. No.
Q88. In Section II-4. B Identifying Experience (page 13), the RFP requires the Offeror to
submit any reports to the Securities and Exchange Commission and quarterly
reports to shareholders for the current fiscal year. Due to the size of these reports
(each 10K is approximately 150 pages and the RFP requests 3 years), and in the
interest of sustainability, may we submit 10Ks and 10Qs electronically ONLY?
A88. Yes; however, please submit the first page of each report in hard copy and
provide a hyperlink to the reports in the technical submittal.
Q89. Is Appendix H required if the CEO signs the RFP?
A89. No, Appendix H would not be required.
Q90. Section II-4 A (page 12) do you want descriptions and references for all clients, or
just five clients as referenced in the second paragraph?
A90. The experience statement should include the names of five (5) clients, an
executive summary and amount of contract billables.
Page 24
Q91a. Appendix L, Work Order Scenario, what is the PLCB’s goal for growing the
customer base?
A91a. The PLCB desires to grow the Chairman’s Selection customer base to its level of
maximum profitability where overall basket sizes are increased without
cannibalizing existing business.
Q91b. What does the PLCB believe the current consumer mindset is that may need to
change in order to grow the customer base?
A91b. Chairman’s Selections have been received very positively in the stores where they
have been placed. New stores where Chairman’s Selections products may be
placed appear to have slightly different consumer purchasing patterns and the
PLCB needs to adjust the marketing, merchandising and sales strategy to
different consumer clusters.
Q92. Please provide demographic sales data to help drive the key target consumer or help
prioritize target segments. Perhaps via your CRM Center of Excellence database
initiative. Also, please provide any analytics to assist us.
A92. The PLCB’s customer base is largely defined by the population demographics of
the Commonwealth of Pennsylvania. The recently completed 2010 census has
been a rich resource to the PLCB. Any specific anonymous data available on
customers may be made available to the selected Offeror.
Q93a. Is the PLCB planning to open or close more stores over the next 3 years?
A93a. Yes.
Q93b. What is the PLCB’s plan for re-branding existing stores as Fine Wine & Good
Spirits?
A93b. See answer to Question 40.
Q93c. How many, if any, will be re-branded and re-opened each year, and at what pace?
A93c. The pace of new construction and refurbished stores will be established on an
annual basis based on business objectives, budget and opportunity. Several new
rebranded retail stores are scheduled to open during this calendar year.
Page 25
Q94. Part II-12 – In addition to the paper copies of the proposal, Offerors shall submit
two complete and exact copies of the entire proposal. Is a PDF also an acceptable
format for submission?
A94. No. See Section I-12 on Page 3 of the RFP.
Q95. Part II-4 – Campaign samples. The RFP requests responses in narrative form. Is it
also possible to submit creative samples? If so, what format would be acceptable?
A95. Yes, any Windows compatible format will be accepted, as well as hard copy.
Q96. Part IV-4 Marketing Plan. Is the PLCB asking Offerors to describe our approach
and methodology to developing such a plan or is the PLCB asking Offerors to
develop the actual plan itself. If the latter, is the PLCB willing to meet with agencies
throughout this process to answer the many questions necessary to develop such a
plan?
A96. The PLCB wants to see narrative and methodology of the approach.
Development of the plan for purposes of the RFP is not necessary.
Q97. Part IV-4 Niche Marketing. For niche marketing specifically, are there specific
budget assumptions (i.e. percentage of total budget) the Offeror should make
regarding allocation of funds for niche marketing?
A97. See answer to Question 64.
Q98. Part IV-4 Cooperative Advertising. For the cooperative advertising section, is
PLCB requesting fully developed speculative creative?
A98. The PLCB wants to see a narrative of your technical plan to accomplish
cooperative advertising with other commercial entities.
Q99. Part IV-4. Audience. For both the “time requirements/projections” and “amount
and type of information” sections, can PLCB provide clarification as to what is
being requested on these specific topics?
A99. Offerors should use their knowledge and industry best practice guidance on the
constraints specific to effective communication with various consumer audiences
and clusters.
Page 26
Q100. Work Order Scenario, Offeror’s proposed solution. Is there a percentage of the
overall budget that should be dedicated to the promotion of Chairman’s Selection?
A100. Offerors should make proven and innovative proposals regarding the best use of
resources that follow industry best practices and guidance.
Q101. Work Order Scenario, Offeror’s proposed solution. Is the PLCB asking the
Offerors to execute speculative creative for this portion of the response?
A101. The PLCB is requesting high level concepts or abstracts sufficient to provide a
basis for determining the soundness of the work plan proposed.
Q102. Work Order Scenario, Offeror’s proposed solution. Is this a request for a response
of a) methodology/process OR b) methodology/process and the development of a
plan? If the requested deliverable is methodology/process and the development of a
plan, what is the media budget for this deliverable?
A102. See answer to Question 101. Offerors should propose their preferred or best
allocations of resources to maximize return-on-investment.
Q103. Can you confirm that the PLCB is using another agency, under a separate contract,
for its commission-based media-buying services – and that these services are not
part of this RFP?
A103. See answers to Questions 5, 6, 8, and 66.
Q104. The RFP states you would like an overview of the printing equipment owned. If we
do not provide printing services, are we required to partner at this time or can we
answer as Not Applicable?
A104. See answer to Question 68.
Q105. Is there a certain percent that PLCB is looking to increase sales by on a
monthly/yearly basis?
A105. The PLCB is looking to increase sales a minimum of one and a half percent to two
percent (1 ½% - 2%) above our average growth.
Q106. Is the current advertising campaign purpose to increase sales and if not what is the
goal of the current campaign?
Page 27
A106. The purpose of the current advertising campaign is to increase sales, customer
count growth, brand equity and improve the customer experience.
Q107. The RFP states media placement is excluded from the $2-3 million budget, but the
Question/Answer document states it is included. Can you please clarify?
Q107. See answer to Questions 6 and 11.
Q108. The RFP lists the $15 million capitalized billings under the client referrals. Can you
please confirm that amount represents the total agency billings and not the amount
per client referral?
A108. Section II-4 on Page 12 of the RFP states, ―The Offeror should have documented
capitalized billables in excess of $15 million per year for each of the past three
(3) years‖. This relates to total agency billings, not the amount per client
referral.
Q109. Is there a “not to exceed” budget for the sample work plan?
A109. No.
Q110. Response to Question 11 claims $2-3 million includes media placement for the year.
Can you clarify who places media? Will it be Offeror or Harmelin?
A110. See answers to Questions 5, 6, 8 and 66.
Q111. For the cost proposal template (Appendix J), you state we should include both direct
and indirect costs. Does that include production costs?
A111. Yes. Section II-10 on Page 20 of the RFP states, ―the hourly rate should include
all costs, direct and indirect, needed to complete the work‖.
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Attachment 3
Technical Overview of RFP 20100908
The Pennsylvania Liquor Control Board (PLCB) is a multi-faceted agency responsible for the
sale and control of alcoholic beverages throughout the Commonwealth and is one of the largest
purchasers of wine and spirits in the country. The PLCB operates more than six hundred (600)
retail outlets within a category management business model. In addition, the PLCB conducts and
participates in numerous initiatives, promotions and advertising campaigns throughout the year.
These campaigns include a mixture of product, and are typically based around numerous themes
that carry throughout all media.
The objective of this request for proposal is to select an Offeror to cooperatively assist in the
development and implementation of a comprehensive marketing plan that includes strategies for
marketing, advertising, promotions and public relations, and a media plan.
The PLCB has the following specific objectives:
1. To develop and implement a comprehensive marketing plan that effectively uses the full
spectrum of marketing methods (television, radio, print, social media, etc.) to promote the
PLCB and its products.
2. To increase the sale of wine and spirits at PLCB retail stores, online at
www.FineWineAnd GoodSpirits.com, and at special events.
3. To increase customer awareness and recognition of the PLCB brand.
4. To enhance customer perception of the PLCB as a world class retailer of wine and spirits.
Page 1 of 3
PREPROPOSAL CONFERENCE
PROJECT NO. 20100908
“Marketing Plan and Creative Advertising Development”
1. Ladies and Gentlemen, my name is Mary Ann Fischer. I am the Pennsylvania
Liquor Control Board’s Issuing Officer for Project No. 20100908, “Marketing
Plan and Creative Advertising Development.” I am responsible for administrative
and contractual issues on this project. I must be the sole point of contact, except
for Disadvantaged Business-related information, on all project-related matters
until a contract has been fully executed. With me today are: Stacy Wilson Rineer
of the Office of Chief Counsel and Charles Poticher of the Department of General
Service’s Bureau of Minority and Women Owned Business Opportunities. Please
be sure to include your name, your organization’s name, mailing address, phone
number and email address on the sign-in sheet. A copy of the sign-in sheet will
be an attachment to the preproposal conference minutes (see Attachment 1).
2. This preproposal conference has four purposes:
a. To furnish some of the background leading to the issuance of this request for
proposals;
b. To emphasize those requirements of the RFP we consider especially
important;
c. To point out some areas Offerors have had problems with in the past; and
d. To answer your questions concerning the RFP.
3. Background.
a. Charles Poticher from the Department of General Services, Bureau of
Minority and Women Business Opportunities will now provide an overview
of Disadvantaged Business Participation. (Attachment 2 presents the content
of Mr. Poticher’s presentation.)
b. We will now provide a short, technical overview of the project. (Attachment
3 presents the content of the technical overview.)
4. Critical Points in the RFP. To minimize delays in proposal evaluation and to
avoid rejection of your proposal, read the RFP carefully and submit a complete
proposal. Our evaluation will be based on what is submitted by you. Follow as
completely as possible the proposal format given in Part II of the RFP; this will
aid us in making our comparative evaluation.
ATTACHMENT 4
Page 2 of 3
5. Problem Areas in the RFP:
a. The initial contract resulting from this RFP will be twenty-four (24) months
(two {2} years) in duration with three (3) additional twelve (12) month (one
{1} year) renewal options.
b. No answer is official until it is confirmed in writing and posted to the DGS
and PLCB websites.
c. Proposals must be properly signed by an official authorized (see Part I,
Section I-12) to bind the Offeror to its provisions or the proposal will be
rejected. The proposals should also include the federal identification number
(or social security number if the company does not have a federal
identification number) for the prime contractor and all subcontractors.
d. The proposal shall consist of three (3) separately sealed submittals: the
technical submittal, the Disadvantaged Business submittal, and the cost
submittal.
e. If you specify that the proposal is not firm for the time period specified in Part
I, Section I-12 of the RFP, your proposal may be rejected.
f. If there are any assumptions included in the cost submittal, your proposal may
be rejected.
g. If you state that the proposal is contingent on negotiation of Offeror terms and
conditions, your proposal may be rejected.
h. The original and nine (9) paper copies as well as two (2) complete and exact
copies of the entire proposal on CD-ROM or Flash drive in Microsoft Office
or Microsoft Office-compatible format are due to the Issuing Office by 1:30
PM on July 12, 2011. All late proposals will be rejected, regardless of the
reason, for late arrival.
i. It is proposed that if the Issuing Office enters into a contract as a result of this
RFP, it will be a maximum price, Work Order-driven contract (“the
Framework Agreement”). All Project Tasks and Deliverables, services and
activities for compensation shall be conducted through Work Orders duly
negotiated and approved in writing by authorized representatives of both
parties and in accordance with the terms and conditions of the Framework
Agreement prior to commencement of the work. The Work Orders shall be as
set forth as the samples in Appendix A.1 and shall include a draft scope of
work and budget for each Project Task.
6. Questions. Due to the large volume of questions arising from this RFP posting,
you are being provided with a draft of our responses to the questions that had
ATTACHMENT 4
Page 3 of 3
been submitted in writing. Any answers furnished during the conference will not
be official until they have been verified, in final form, by the Issuing Office.
I will now address other questions. Please write your questions on the question
and answer forms and return them to me. I will read each question without
identifying the firm involved and, if I can, answer it now. However, any answer
given today must be considered unofficial until it is confirmed in writing. I will
not attempt to answer any question not reduced to writing on the question form.
All questions asked today will be officially answered in writing. All questions
and written answers will be posted to the DGS and PLCB websites as an
addendum to, and shall become part of, the RFP. Each Offeror is responsible to
monitor the DGS and PLCB websites for new or revised RFP information.
ATTACHMENT 4
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Hogue Genesis Merlot 2006“Dry and tannic, this has some sweet and lightly chocolaty boysenberry, cherry and cassis fruit holding down the center. � e wine seems wrapped in a fair amount of acid and tannin, and it needs both food and air to show its best. It’s a good steak wine, fi rm and reasonably substantial, with some indications of red licorice and black co� ee in the fi nish.”*87 Points, Wine Enthusiast, May 2009
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Piccini Sasso al Poggio 2004“Very jammy for the vintage, with plum and raspberry character. Full and very soft, with round tannins and a long caressing fi nish. Sangiovese, Merlot and Cabernet. Best after 2009.”*90 Points, Wine Spectator Online 2007
$4999 Quoted at $12000 *
Two Hands Coach House Block Shiraz 2006“Plush in texture, lavishly oaked and resonant with gorgeous black cherry, plum and licorice fl avors that glide smoothly over polished tannins and linger impressively on the long, generous fi nish. Defi nes power with fi nesse. Drink now through 2020.”*95 Points, Wine Spectator, October 2008
$2999 Quoted at $8600 *
Atlas Peak Spring MountainCabernet Sauvignon 2005“Just a beautiful Cabernet, limpid and approachable now for the fi neness of its tannins, yet ageworthy. Shows a velvety, creamy texture, with complex fl avors of blackberries, black currants, chocolate and cedar. Terrifi c now and for at least the next six years.”*92 Points, Wine Enthusiast, December 2009
$899 Quoted at $1499 *
3 Stones Sauvignon Blanc 2010“Shimmering in the glass bright greens and soft shards of gold entice a crisp fi rst sip. Plentiful sunshine and long balmy days fi ll the palate with lime juice, kiwifruit and passionfruit fl avours. Fresh zesty acids dart between these Marlborough tastes bringing this superb savvyto life. Try it with coriander steamed mussels and crusty bread.” *Winemaker’s notes
$799 Quoted at $1500 *
Estancia Riesling 2008“A delightful Riesling, with clean flavors of green apples, citrus fruits, apricots, wildfl owers and vanilla, and an o� -dry fi nish. Very nice as a cocktail wine.”*87 Points, Wine Enthusiast, August 2009
$899 Quoted at $1500 *
Ministry of the Vinterior Chardonnay 2009“� is fi ne Chardonnay displays delicate fl oral aromas and pleasing fl avors of lime and pineapple with a lingering fi nish and expressive, nervy minerality.” *Winemaker’s notes
$1199 Quoted at $2000 *
Alamos Selección Malbec 2008“Saturated, inky Malbec with plenty of sweet mocha, chocolate and vanilla to go with black fruit aromas. � e palate is big and bold but controlled, with compact, intense fl avors of berry, leather and black tea. Smooth on the fi nish, with soft, integrated tannins and just enough acidity to maintain freshness. Drink this year.”*90 Points, Wine Enthusiast, November 2010
$699 Quoted at $1200 *
Pillar Box Red 2008“A perennial Best Buy in these pages, the 2008 Pillar Box Red does not disappoint. A blend of 66% Shiraz, 25% Cabernet Sauvignon, and 9% Merlot, it is purple-colored with an enticing nose of cherry blossom, cinnamon, blueberry, and licorice. Ripe and rich for its humble price, it has plenty of savory fruit, good balance, and a seamless, fruit-fi lled fi nish.”*89 Points, Wine Advocate, December 2009
$1499 Quoted at $2400 *
Chamisal Vineyards Chardonnay 2007“Domaine Alfred. Ongoing themes of well-ripened apples accented with deft touches of coconut, cream, and hints of sweet smoke feature in both the well-defi ned nose and nicely fi lled fl avors of this attractive e� ort, and, while a comparatively big wine, it is both energetic and well-balanced.”*89 Points, Connoisseur's Guide, October 2009
$999 Quoted at $1799 *
Toasted Head, Barrel Reserve Pinot Noir 2008“� is Pinot Noir opens with an appealing nose of wild cherry and raspberry fruit complemented by fl owers, sandalwood and earth. On the palate, the wine’s unmistakable pedigree shines forth with spice, velvety texture and beautiful balance.”* Winemaker’s notes
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Sogrape Vinhos Callabriga Alentejo 2008“� is powerful red delivers ripe, balanced fl avors of dark plum, mocha, mincemeat and dark chocolate. � e good structure is supported by plenty of tannins. Tinta Roriz, Alfrocheiro Preto and Alicante Bouschet. Best from 2012 through 2015.”*90 Points, Wine Spectator, February 2011
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Geyser Peak Block CollectionSauvignon Blanc 2009“Wow. What a nice white wine. It may have a little oak—the winery doesn’t say—but it’s basically stainless steel-fermented, which allows the Meyer lemon, lime, peach and papaya fl avors to star. Brightened with crisp acidity, it’s beautiful as a cocktail sipper, and with shrimp cocktail, pot stickers, a nice roast chicken.”*90 Points, Wine Enthusiast, November 2010
ATTACHMENT 5
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ATTACHMENT 6
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ATTACHMENT 6
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ATTACHMENT 6
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ATTACHMENT 6
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Now Only$19.99SAVE $4Evan WilliamsBlack Label Bourbon1.75 L
MeMorial day 2011 — spiritsneWspaper ads, continued
