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Request for Proposals Social Media and Digital Marketing Contractor Contract Period: January – June 30, 2025

Company	Oregon Wine Board
Company Type	Other
Other Company Type	semi-independent state agency
Category	Other
Description	Request for Proposals Social Media and Digital Marketing Contractor Contract Period: January – June 30, 2025 I. Purpose The Oregon Wine Board (OWB), the marketing and promotional agency of the Oregon State wine industry, is requesting proposals from firms or individuals interested in supporting the organization’s social media programming and digital advertising campaigns per the deliverables defined in Section III: Responsibilities and Services. II. Background Information The Oregon Wine Board is a semi-independent state agency. The OWB was created by an act of the Oregon Legislative Assembly in 2003. OWB currently represents over 1,100 wineries and over 1,470 wine grape growers in the state. The OWB operates for the purpose of supporting enological, viticultural and economic research to develop sustainable business practices for wine grape growing and wine making within Oregon and supporting the promotion of Oregon’s wine grape growing and wine making industries. The OWB’s major source of revenue comes from the grape tax assessments of wine produced and wine grapes harvested in the state, as well as export promotion grants received from the United States Department of Agriculture. The board consists of 9 directors appointed by the Governor. Board members must have expertise and experience in the Oregon wine grape growing or wine making industries; a demonstrated ability and disposition to serve the state’s interests regarding all aspects of the Oregon wine grape growing and wine making industries, including but not limited to the various types and sizes of wine grape growing and wine making operations, grape varieties and growing regions within the state. The alcohol beverage industry, including wine, has faced a series of headwinds over the past two years, including declining tourism to wine country, reduced consumption, media attention focused on acrimonious narrative of even the smallest amounts of consumption. All of these challenges are compounded by growing social and economic barriers, such as inflation and political unrest. In Oregon, the majority of vineyards and wineries are comprised of small family- owned farms that produce limited quantities of wine and place great emphasis on care for the land, the vines, the grapes, the people who care for them and ultimately, the purity of the wine that speaks for the land. Wine is a beverage to be enjoyed with food; it brings joy to family celebrations and cultivates community among friends and neighbors. III. Responsibilities and Services The awarded contractor/firm will be responsible for working collaboratively with the Director of Marketing and Insights to execute the OWB social media and digital marketing strategy as outlined below. A. Social Media Marketing: 1. Platform Management: • Management and daily monitoring of social media platforms, including but not limited to: Facebook, Instagram, Twitter, LinkedIn, TikTok, and YouTube. • In collaboration with Marketing Director, assist with designing the social media plan and calendar for the OWB. • Manage community engagement (comments, messages, etc.). 2. Content Creation: • Develop creative and engaging content (graphics, videos, copy) tailored to each platform. • Ensure all content aligns with the brand voice, values, and objectives. 3. Social Media Advertising: • Develop, manage, and optimize paid social media campaigns on Facebook, Instagram, LinkedIn, TikTok, and other relevant platforms. • Target audience segmentation and A/B testing to optimize ad performance. • Provide monthly ad performance reports and insights. 4. Analytics & Reporting: • Provide a report on the current state of OWB’s social media performance for the period November 2023 to November 2024 • Provide weekly/monthly reports on social media engagement, growth metrics, and ROI. • Use tools such as Google Analytics, Facebook Insights, etc., to track campaign performance. B. Digital Marketing Services 1. Search Engine Optimization (SEO): • Conduct a comprehensive website audit and recommend SEO improvements. • Perform keyword research and optimize on-page SEO for improved search rankings. • Provide ongoing SEO monitoring and adjustments. 2. Pay-Per-Click (PPC) Advertising: • Manage Google Ads, Bing Ads, or other relevant PPC platforms to drive traffic and conversions. • Continuously optimize bidding, keywords, and ads based on performance data. • Provide monthly PPC performance reports with actionable insights. 3. Influencer Marketing: • Identify and reach out to potential influencers in the industry. • Develop influencer marketing strategies and partnerships to amplify reach. C. Deliverables • Social Media Content Calendar (monthly or bi-weekly). • Monthly reports on key performance indicators (KPIs) • Weekly content creation for posts, graphics, and videos. • Detailed performance reports on all social media activity (posts, stories, videos, etc.) • Detailed performance reports on paid ad campaigns (Facebook, Google Ads, etc.). • Weekly meeting with marketing director. • A quarterly review of SEO and PPC strategies, with recommendations for adjustments. D. Performance Metrics & KPIs To ensure that the digital marketing campaigns are on track to meet the stated objectives, the following Key Performance Indicators (KPIs) will be used: • Brand Awareness: Growth in followers, impressions, and reach. • Engagement: Likes, comments, shares, click-through rates (CTR). IV. Authority The contractor will work under the supervision and with prior approval of the OWB for all aspects pertaining to the program. All expenditures must fall within the program budget and must be approved by the OWB. The contractor will be responsible for all time and materials incurred, which exceed the approved budget. OWB shall exclusively and outright own all rights and privileges to the content, images, videos, or other works for hire, that are captured through this project and shall not pay any additional rights, royalties or user fees during or subsequent to the completion of the resulting contact, unless otherwise deemed necessary by mutual agreement of the Contractor and OWB. V. Proposal Proposals should be no more than 20 pages and include at a minimum all of the following information: - Contractor information including prior experience with comparable projects and examples of such work, as well as staff capabilities/backgrounds and any beneficial synergies, partnerships, or relationships that the contractor brings to the table. - The proposal must thoroughly address all requirements set forth in the Responsibilities and Services section using the same format and headers under which each requirement, service and/or deliverable is presented. - An estimated timeline of required activities needed to execute the project, including timeframes of major project deliverables within the contract period. - Highlight any/all subcontractors who will be involved in the project if awarded; and outline their roles and level of involvement. - Estimated budget for activities including breakdown of all associated fees and expenses (including approved contractor fees and expenses). o Budget offered must be the Contractor’s best and final offer. - Relevant references (2-3). - Any potential conflicts of interest. A. Instructions for Submitting Proposals Proposals must be submitted electronically to Carissa Cook [email protected] Proposals are due on Thursday, December 19, 2024, by 2:00 PM U.S. Pacific Time. The OWB expects to make a final decision by December 27, 2024, but reserves the right to reach a decision and/or notify applicants of the OWB’s selection at a later date. Viable respondents may be asked to make a presentation to the review panel. Carissa Cook Oregon Wine Board 5331 S. Macadam Ave. Suite 258, PMB 121 Portland, OR 97239 Telephone: (503) 967-8978 B. Evaluation Criteria The OWB will independently review and evaluate each proposal, and selection will be made according to the following criteria: Category Points Possible Creative Capabilities and Style - Clearly defined understanding of the project and proven capabilities to complete the work - Examples of ads, posts, content, KPI reports, etc. 25 Project Management - Project management approach, with a clearly defined approach for achieving project deliverables - Proposed project team, to include roles, responsibilities, and expertise - If subcontractors will be used, describe and justify the specifics of the individual’s or businesses’ relationship to the primary contractor. 25 Budget Proposal – Best and Final Offer - Fees and expenses, including all subcontractor costs itemized separately 50 Total Points: 100 VI. Other C. Revisions to the RFP and Rejection of Proposals In the event that it becomes necessary to revise any part of the RFP, the OWB reserves the right to add an addendum to the RFP. An addendum will be emailed to all those who have requested a copy of the RFP and who are on the RFP mailing list. OWB reserves the right not to award this contract if, in the opinion of the reviewers, no suitable proposal has been received. The OWB reserves the right to request supplemental information or otherwise negotiate with the agency/firm regarding their proposal. D. Proprietary Information/Public Disclosure Materials submitted in response to this competitive procurement shall become the property of the OWB. All proposals received shall remain confidential until the contract, if any, resulting from this RFP is signed by the Oregon Wine Board and the apparent successful contractor; thereafter, the proposals shall be deemed public record as defined in ORS 192.410 to 192.505, “Public Records.” Any information in the proposal that the contractor desires to claim as proprietary and exempt from disclosure under the provisions of ORS 192.345 and 192.355 must be clearly designated. The page must be identified and the particular exception from disclosure upon which the contractor is making the claim. Each page claimed to be exempt from disclosure must be clearly identified by the word “confidential” printed on the lower right-hand corner of the page. The OWB will consider a contractor’s request for exemption from disclosure; however, the OWB will make a decision predicated by ORS 192.345 and 192.355. Marking the entire proposal exempt from disclosure will not be honored. The contractor must be reasonable in designating information as confidential. If any information is marked as proprietary in the proposal, such information will not be made available until the effected contractor has been given an opportunity to seek a court injunction against the requested disclosure. A charge will be made for copying and shipping. No fee shall be charged for inspection of contract files. All requests for information should be directed to the RFP Coordinator. E. Costs to Propose The OWB will not be liable for any costs associated with any agency/firm response to this Request for Proposal. The OWB will award the contract to the agency/firm whose proposal is most responsive to this Request for Proposal and is most advantageous in terms of price and other stated criteria. F. Costs Component Standard Procedures for Payment of Fees: 1) It is anticipated that the contract awarded as a result of this RFP will be a cost- reimbursement contract with a not-to-exceed amount. Payment will be made only upon the completion of services, or after the delivery of goods authorized in an approved invoice. 2) Proposals may be based on a monthly service to cover all, or part of the activities described in this RFP, or may be based on fees per project or a combination of these two approaches. 3) For all activities or projects not covered by a monthly fee, the successful contractor must submit detailed cost estimates in a format approved by the OWB for every project undertaken. The OWB must first approve in writing all estimates before any activity for any project can be undertaken. No increases in the approved project estimates can be made without prior written approval from the OWB. Signed project estimates must accompany all project invoices submitted to the OWB. 4) The OWB will not pay royalties or usage fees for images delivered under this contract. All materials delivered under this contract will be owned exclusively and outright by the OWB without any usage limitations. G. Civil Rights Statement The OWB is an equal opportunity employer and does not discriminate on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, or marital/familial status. The OWB also complies with all provisions of the U.S. Government’s Executive Order 11246 dated September 24, 1965, and the rules, regulations, and relevant orders of the Secretary of Labor.
City	Portland
State	OR
AVA	Oregon
Contact Name	Stacey Kohler
Phone	971-421-1609
Email	[email protected]