REQUEST FOR PROPOSALS
Strategic Public Relations Program for the LACCD
LOS ANGELES COMMUNITY COLLEGE DISTRICT Contracts Office
770 Wilshire Boulevard, 6th Floor
Los Angeles, California 90017
RFQ Number: Strategic Public Relations Program for the LACCD
Addendum Number: 1
Date: April 29, 2016
NOTICE TO PROPOSERS: THIS ADDENDUM SHALL BECOME PART OF THE RFQ, AND PROPOSERS SHALL ACKNOWLEDGE, IN WRITING, RECEIPT AND
INCORPORATION OF ALL ADDENDA AND CLARIFICATIONS IN THEIR RESPONSE. FAILURE OF THE PROPOSER TO RECEIVE ADDENDA SHALL NOT
RELIEVE THE PROPOSER FROM ANY OBLIGATION UNDER ITS PROPOSAL AS SUBMITTED. THE PROPOSER SHALL IDENTIFY AND LIST IN ITS PROPOSAL
ALL ADDENDA RECEIVED AND INCLUDED IN ITS PROPOSAL; FAILURE TO DO SO MAY BE ASSERTED BY THE DISTRICT AS A BASIS FOR DETERMINING
THE PROPOSAL NON-RESPONSIVE.
CLARIFICATIONS REQUESTED BY POTENTIAL PROPOSERS
NUMBER
1.
2.
QUESTION
Does the “best value” mean that this is a low bid contract?
Does the budget you’ve outlined include out of pocket expenses or would
those be in addition to the estimated dollar range listed on page 13 of the
RFP?
EDUCATIONAL SERVICES CENTER RESPONSE
District expects to award this project to the
best valued Vendor based on the
requirements in this solicitation. The Vendor
selected for award will be the Vendor whose
proposal is responsive, responsible, and is
the most advantageous to the District, as
determined by the District in its sole
discretion.
With the exception of media buys and
extensive copying or printing the dollar range
includes out-of-pocket expenses (mileage,
parking, etc.)
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.
Are costs for printing of collateral materials included in the budget
range?
If not, should this be a separate line item or will the district print them?
If we are to include as a separate line item, can we include the standard
industry mark up?
Who are the collateral materials designed to target?
Does LACCD have an idea of how many collateral pieces need to be
developed and the approximate quantity for each piece?
How will collateral materials be utilized?
Do materials have to be other languages outside of English? If so, what
languages?
Is prior higher education experience essential for qualifications?
What criteria is an agency being judged on to be considered “qualified”?
Has research been conducted to determine a baseline of awareness for
LACCD?
Who is the target audience for generating public support of the district’s
mission?
Page 21, number 1, letter C talks about the experience of proposed
staff. However, letter C does not state who must have a “Minimum of 8
years’ news room experience as a reporter or producer”. Please clarify.
What is meant by “coordinate” mass advertising?
Who would be responsible for mass advertising creative regarding this
The dollar range is for services
including out-of-pocket expenses for
mileage, routine copying, etc. Printing
for collateral materials will be covered
by LACCD.
The general public especially registered
voters, policy makers
Not at this time.
To build awareness of and support for LACCD
and its colleges.
Generally, materials will be developed in
English; there may be a need to translate
material into one or more languages but this
need has not been identified at this time.
Clearly defined and successfully applied
campaign work for previous clients is most
important.
Mandatory qualifications and experience are
listed in the RFP.
Yes. That work is underway currently.
The successful firm will promote the District’s
value to residents and generate support for a
2016 bond measure in November.
A member of your staff must demonstrate
the minimum number of years (8) of
working in a newsroom (print or
broadcast)
Synchronize advertising activities so they
are thoughtfully distributed during the
campaign.
Your firm would work under the supervision
proposal?
15.
16.
17.
18.
19.
20.
21.
22.
Do you currently have an agency developing and executing media
planning, media buying and creative services or is this done in-house?
Who is the target for outreach activities to present LACCD’s
position as an economic engine in greater Los Angeles in
producing a skilled workforce through its graduates as well as an
employer of thousands of educational, clerical-technical and
construction workers?
Page 16, letter F, states joint offers are acceptable, while page 7,
letter J states they are not acceptable. Please clarify.
Part of the transmittal letter is a request to provide information
regarding clients “who have terminated or changed public relations
strategist services from your company within the last ten-years”. If the
client contact is no longer available and the team that we worked with is
no longer available, what is acceptable in terms of reporting the
information?
Is your website managed in-house?
Do you have staff to manage the content of the website?
On page 26 you list “help develop and build a brand identity” is there
another firm or person leading that effort? Or are you looking for this firm
to lead that as well?
Are you requesting a proposal for a plan development AND
execution, or will execution be covered in another RFP?
and in collaboration with the Los Angeles
Community College District’s Director of
Communications and External Relations to
obtain the best possible outcomes.
Not at this time.
The most pressing need is for the firm to
develop and employ public relations efforts that
will promote the District’s value to residents
and generate support for a 2016 bond measure
in November.
For this engagement, LACCD intends to
contract with an individual firm and not with
multiple firms doing business as a joint
venture. Accordingly, where two or more
firms desire to join in preparing and
submitting Proposals, they should do so on a
prime-subcontractor basis, rather than as a
joint venture or informal team.
Please provide all information regarding
clients “who have terminated or changed
public relations strategist services from
your company within the last ten-years. “
Yes.
We have staff who develop content. We
are currently reviewing all aspects of the
district’s public image including its
website.
Your firm would work under the supervision
and in collaboration with the Los Angeles
Community College District’s Director of
Communications and External Relations to
obtain the best possible outcomes.
The most pressing need is for the firm
to develop and employ public relations
efforts that will promote the District’s
value to residents and generate
support for a 2016 bond measure in
November. These efforts should be a
combination of news placements,
opportunities for our leadership to
engage with policy leaders and
editorial boards and a possible
marketing/advertising campaign
regarding the bond measure.
23.
The timeframe outlined in this RFP leads us to believe you are only
seeking plan development, is that correct?
The most pressing need is for the firm
to develop and employ public relations
efforts that will promote the District’s
value to residents and generate
support for a 2016 bond measure in
November. These efforts should be a
combination of news placements,
opportunities for our leadership to
engage with policy leaders and
editorial boards and a possible
marketing/advertising campaign
regarding the bond measure.
Firms considered for this solicitation
should have/have developed:
24.
Whether companies from Outside USA can apply for the
(like, from India or Canada)
1.Principal contacts and business
relationships with Los Angeles and
surrounding communities media
outlets , editorial boards;
be knowledgeable of opportunities for
our leadership to engage with policy
leaders.
2. Have previous experience in
providing similar campaign
3. Be able to budget travel costs within
the dollar range of this solicitation
4. Firm should be available for
meetings and discussions PST at either
the District facility or their facility that
is not unduly cumbersome.
5. Have experience with a college
district the size of Los Angeles
Community College District.
25.
26.
27.
28.
Can we submit the proposals via email
Is there a maximum number of pages—or range of pages
you’d like to see for this response?
How detailed a strategy are you seeking?
Is the District looking to re-brand LACCD?
Please refer to page 15 Section VII –
Instructions and General Conditions,
Subsection A. Submission of Proposals
Each topic should be sufficiently
addressed as to allow for objective
evaluation.
The proposed strategy should be
sufficiently addressed as to allow for
objective evaluation.
We are not looking to rebrand either
the district or our colleges with this
RFP nor are we planning to redesign
websites at this time. The most
pressing need is for the firm to develop
and employ public relations efforts that
will promote the District’s value to
residents and generate support for a
2016 bond measure in November.
These efforts should be a combination
of news placements, opportunities for
our leadership to engage with policy
leaders and editorial boards and a
possible marketing/advertising
campaign regarding the bond measure.
29.
30.
31.
How will the agency work with the nine colleges to promote their
efforts? Is the contact directly with the district or each college?
We are not looking to rebrand either
the district or our colleges with this
RFP
Is the District considering website redesign for all individual
college sites?
Is video a key tool/vehicle the District would like to use?
How would video be utilized?
We are not planning to redesign
websites at this time.
Video is not a key tool. However, it
may be one of the tools used as part of
an overall awareness campaign.