Confidential Request for Proposal – DWS USA Academy REQUEST FOR PROPOSAL North America Distributor Academy delivery platform request for proposal Date: February 27, 2015 Version: 7 THIS DOCUMENT IS FOR INFORMATION PURPOSES ONLY, DOES NOT CONSTITUTE AN OFFER AND IS NOT INTENDED TO BE LEGALLY BINDING IN ANY WAY. IT IS STRICTLY SUBJECT TO CONTRACT. Confidential 1 Confidential Request for Proposal – DWS USA Academy Table of Contents Notices ....................................................................................................................................... 3 Introduction to Diageo ............................................................................................................... 6 1.0 Overview of the RFP ........................................................................................................ 6 1.1 Objectives .................................................................................................................... 6 1.2 Background ................................................................................................................. 6 1.3 Scope ........................................................................................................................... 7 1.4 How we operate - Three-Tier Distribution .................................................................. 8 1.5 The role of the Diageo’s USA Commercial Capability Team ..................................... 9 1.6 Diageo Way of Selling: Our approach to building commercial capability .................. 9 1.7 What we currently have in place ................................................................................ 12 1.8 Request for Proposal Requirements .......................................................................... 13 2.0 RFP Process and Timeline .............................................................................................. 15 2.1 Process ....................................................................................................................... 15 2.2 Anticipated Timeline (All dates 2015) ...................................................................... 15 3.0 Detailed Overview of RFP Requirements....................................................................... 15 3.1 Diageo Policies ......................................................................................................... 16 3.2 Brief and RFP Response Requirements .................................................................... 16 3.3 Additional Requirements........................................................................................... 17 3.4 Pitch Selection Criteria.............................................................................................. 18 4.0 RFP Contact Information .............................................................................................. 18 5.0 Appendices .................................................................................................................... 19 Appendix 1: Diageo Marketing Code ...................................................................................... 19 Appendix 2: Diageo Partnering With Suppliers Standards...................................................... 19 Appendix 3: Code of Business Conduct .................................................................................. 19 Appendix 4: Digital Marketing Code ...................................................................................... 19 Appendix 5: Information Management & Security ................................................................. 19 Appendix 6: Data Privacy Policy............................................................................................. 19 Appendix 7: Agency Scope of Work/Work plan ..................................................................... 19 Appendix 8: Three-tier distribution ......................................................................................... 20 Appendix 9: Diageo Academy ................................................................................................. 21 Appendix 10: Three-tier headcount ......................................................................................... 21 Confidential 2 Confidential Request for Proposal – DWS USA Academy Notices: Confidentiality The contents of this RFP together with all other information, materials, specifications or other documents provided by DIAGEO, or prepared by respondents specifically for DIAGEO, shall be treated at all times as confidential by the respondents. Respondents shall not disclose any such information, materials, specifications or other documents to any third parties or to any other part of the respondents’ group or use them for any purpose other than for the preparation and submission of a response to this RFI nor shall respondents publicise DIAGEO’s name or the project without the prior written consent of DIAGEO. DIAGEO in turn confirms that it shall treat all information provided to it by the respondent as confidential and further confirms that such information will not be disclosed by DIAGEO’s group to any third parties, other than its advisers and consultants. Respondents shall ensure that all third parties to whom disclosure is made shall keep any such information, materials, specifications or other documents confidential and not disclose them to any other third party except as set out above. Respondents must seek the approval of DIAGEO before providing to third parties any information provided in confidence by DIAGEO or its professional advisers and must maintain a register of all employees and third parties who have access to such information. If so requested by DIAGEO, respondents must make such a register available for immediate inspection by DIAGEO or its duly authorised representatives. Intellectual property All intellectual property rights in this RFP and all materials provided by DIAGEO or its professional advisers in connection with this RFP are and shall remain the property of DIAGEO and/or its professional advisers. Language The response to this RFP must be completed in English. Costs of preparation of response Recipients of this RFP will be responsible for and bear all of their own costs, liabilities and expenses that may be incurred in the preparation of their responses to this RFP regardless of whether a contract is awarded. Warnings/disclaimers Nothing contained in this RFP or any other communication made between DIAGEO or its representatives and any party or part thereof shall constitute an agreement, contract or representation between DIAGEO and any other party (except for a formal award of contract made in writing by DIAGEO). Receipt by the respondent of this RFP does not imply the existence of a contract or commitment by or with DIAGEO for any purpose and respondents should note that this RFP might not result in the award of any business. Confidential 3 Confidential Request for Proposal – DWS USA Academy DIAGEO reserves the right to change any aspect of, or cease, the RFP and subsequent tender process at any time. The information contained in this RFP is subject to constant updating and amendment in the future and is necessarily selective. It does not purport to contain all of the information that a respondent may require. While DIAGEO has taken all reasonable steps to ensure, as at the date of this document, that the facts which are contained in this RFI are true and accurate in all material respects, DIAGEO does not make any representation or warranty as to the accuracy or completeness or otherwise of this RFP, or the reasonableness of any assumptions on which this document may be based. All information supplied by DIAGEO to the respondents, including that contained in this RFP, is subject to the supplier’s own due diligence. DIAGEO accepts no liability to respondents whatsoever and however arising and whether resulting from the use of this RFP, or any omissions from or deficiencies in this document. DIAGEO may exclude any respondents from this process who have been found to be in breach of confidentiality or intellectual property rights, or who have colluded with other bidders, and may pursue any remedy or take any other action for breach, as it considers appropriate. DIAGEO may at its request require unsuccessful respondents immediately to return or destroy all documents and other materials and working papers relating to this project and all copies thereof and to destroy all electronic copies. The respondent may at DIAGEO’s request be required to confirm in writing that all such information has been returned or destroyed. Suppliers should note that any quantities or volumes or other parameters contained in this RFP are for indicative purposes only and any future quantities or volumes or parameters may vary from those stated. DIAGEO may at its discretion also change any dates in this RFP. It is the responsibility of suppliers to obtain for themselves at their own expense all additional information necessary for the preparation of their response to this RFP. No claims of insufficient knowledge will be entertained. Any supplier who directly or indirectly canvasses any employee of DIAGEO concerning the award of the contract will be disqualified. All suppliers are recommended to seek their own financial and legal advice. Diageo will expect successful vendors to enter in to a binding contract with Diageo based on a Framework of Terms and Conditions developed by Diageo in a form to be advised prior to appointment. Price and Payment Terms Diageo shall pay all invoices within 90 days of receipt of a correct, complete and timely invoice in a form as directed by Diageo (including the valid Purchase Order Number and VAT invoice details) at the Diageo address set forth in the Agreement or purchase order, or at intervals otherwise agreed in writing by Diageo and the Seller against the Products and/or Services delivered. (A Supplier Financing Program is available for receipt of payments prior to 90 days.) All payments will be made without prejudice to Diageo’s rights should the Deliverables prove unsatisfactory to Diageo in its sole discretion or are not in accordance with the Agreement. All prices are (a) firm and not subject to increase or additional charges; (b) in U.S. dollars; and (c) inclusive of all freight, duty and taxes other than sales or use taxes Seller is required by law to collect from Diageo. Such sales or use taxes shall Confidential 4 Confidential Request for Proposal – DWS USA Academy not be included in Seller’s invoice if Diageo indicates that the Products or Services are exempt from such taxes. Applicable taxes shall be separately stated on Seller’s invoice. Seller shall provide all reasonably requested back-up documentation with regard to its hourly and cost-plus charges. Seller warrants that the prices for the Products and/or Services are no less favourable than Seller currently extends to any other customer for the same or similar products or services in similar quantities. If Seller reduces its prices for others for the same or similar products or services during the term of the Agreement, Seller will immediately reduce the prices to Diageo for such Products and Services. Diageo shall not be responsible for any expenses incurred by Seller unless such expenses are specifically approved by Diageo in advance and in writing. Confidential 5 Confidential Request for Proposal – DWS USA Academy Introduction to Diageo Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Tanqueray and Guinness & Sterling Wines. We invite you to click and view a short video that showcases a few of our key Diageo Brands and Assets: Diageo Brands Video Diageo is a global company, trading in over 180 markets around the world. The company is listed on both the London Stock Exchange (DGE) and the New York Stock Exchange (DEO). We employ over 30,000 talented people worldwide with offices in around 80 countries. North America accounts for about a third of our net sales and around 45% of operating profit and is the largest market for premium drinks in the world. We have a unique route to market for our spirits and wine businesses in the US and Canada with more than 3,000 dedicated distributor, broker and promotional agency personnel focused only on Diageo and Moet Hennessy spirit and wine brands. Diageo was formed in 1997, following the merger of Grand Met and Guinness, and is headquartered in London. The word Diageo comes from the Latin for day (dia) and the Greek for world (geo). We take this to mean every day, everywhere, people celebrate with our brands. Our brands offer consumers a variety of ways to mark big events in their lives and brighten small ones. Visit us at www.Diageo.com to learn more about our Business, Our Brands, and Sustainability & Responsibility. 1.0 Overview of the RFP 1.1 Objectives The objective of this RFP is to select a best-in-class vendor to provide the most effective learning and development tools to raise the capabilities and standards and bring greater consistency on the learning and development experience for our commercial sales teams, key accounts, and promotional agencies. The primary focus here is to address our learners that are “external” to Diageo yet play a crucial role delivering against our Performance Ambition and day to day execution against plans and programs. This proposal contemplates a technical platform of delivery aside from our internal Learning Management System (Diageo Academy hosted as part of our intranet with Single Sign On). 1.2 Background Diageo’s ambition is to create the best performing, most trusted and respected consumer products company in the world. We will transform our reputation in every market through enduring stakeholder partnerships and exemplary conduct. Our Performance Ambition sets out clearly what we will do and how we will do it. One of these “must do’s” is to “guarantee that our plans are with the right people and capabilities”. See below for more details on our Performance Ambition. Confidential 6 Confidential Request for Proposal – DWS USA Academy To meet the diverse needs of our Diageo commercial sales teams and to rapidly improve their capabilities, we need to develop new insights on learning that can be applied to accelerate personal growth. We strive to have the best people in North America delivering the best work of their lives. Our vision is to build and extend our commercial capability with world-class tools and processes to deliver our Performance Ambition in a consistent manner Diageo’s Performance Ambition 1.3 Scope This brief is designed to outline the main requirements to either upgrade our existing learning platform or adopt a new platform and support our internal and external sales function with our wine and spirit portfolio in the United States and Canadian markets. Confidential 7 Confidential Request for Proposal – DWS USA Academy 1.4 How we operate - Three-Tier Distribution The learners we are targeting have specialized roles in one of the three Tiers which is diagrammed below under Appendix 8. See below for more detailed break out of headcount. Tier 1 (T1) comprises our Diageo (Supplier) sales professionals which directly manage our strategic distributors (Open States) and brokers (Control States) and Agencies (Canada). Our learning content for this group of learnings will primarily focus on 8 – 10 functional capabilities and our aim is to move them from a baseline to mastery with their competency on each capability. They also must be familiar with our core selling skills, and brand / category features and benefits. We have a dedicated team – National Accounts that has a specialized role selling directly to large, centralized customers such as Cost-Co, Walmart, Target, Applebees, Boston Pizza, Earls, and Cara & Moxies. Tier 2 (T2) comprises our Distributor (Open States), Broker (Control States) and Agency (Canada) sales professionals. This group engages directly with our customers and plays a critical sales and merchandising role day to day. We have evolved our “route to consumer” strategy over the years and consolidated our wine and spirits portfolio among six completely separate Sales Divisions. Those Divisions are owned and operate separately and independent from Diageo yet share our Performance Ambition and execute from a shared National Execution Calendar. The six Divisions are: Southern Wine & Spirits (Open States and all US Control States), Charmer, Glazer, Franchise (9 states, 47 distributors), Independent (7 states), and Canada (Wirtz). There also exist a small population of “third party promotional agencies” which are contracted by Diageo to perform a limited and defined sales and/or merchandising role. Tier 3 (T3, or “Trade”) Includes all of the licensed retailers that stock and in some cases recommend our portfolio of wine, beer and spirits brands to their legal drinking age consumers. This is by far the largest and most diverse universe of accounts and for the most part does not fall under the scope of this RFP. There is a small sub-set of retailers in Tier 3 that may be considered strategic, and may require access to base level learning on our brands/categories, but will require carefully approved content and access approvals. Access to Content: Based on the specialized roles and wide range of learning content, it is important that the vendor proposal has accounted for various degrees of permission levels and access to the learning content. We need to ensure that we are providing the right content to the right learners. At a high level here is an example of how we would define or matrix learning content by learner: Type of learning content: A: Brand or Category Knowledge B: Functional Sales Capabilities – Diageo C: Functional Sales Capabilities – Distributor/Broker/Agency (sales / managers) D: Sales Tools – Distributor/Broker/Agency E: Sales Tools – Trade Matrix with access to approved learning content: T1 A,B,C,D,E T2 C,D,E T3 D, E Confidential 8 Confidential Request for Proposal – DWS USA Academy Our target learners – whose capabilities are we targeting? Audience Distributors – sales, managers, trade dev T2 Brokers – sales, managers, trade dev. T2 Promotional Agencies T2 Diageo Commercial Teams T1 Retailers (on / off premise) T3 USA 4000 +/400 +/800 115 +/500+/- Canada NA 100 50 45 100 +/- *these figures are approximate 1.5 The role of the Diageo’s NA Commercial Capability Team This Team is designed to help our commercial teams “sell” and deliver against our Performance Ambition. The team is led by Rich Rubenstein and reports directly into Commercial Sales. The Commercial Capability Team is involved in a variety of short, medium and long term project work, but has three primary roles: a. Drive step change improvement with our Distributors / Brokers. b. Drive Distributor / Broker technology platforms (ex: Sales Force Automation) c. Manage and improve our Commercial Sales functional capabilities through training All approved vendors and/or agencies that are retained to support our learning and development program will interface with a single point of contact from the Commercial Capabilities Team. The Commercial Capability Team is working closely with two other pieces of our commercial business in order to leverage our scale and provide simplified solutions. Svetlin Tchakarov (Norwalk) leads our US wines (brand, category, experiential) and Michael Armistead is leading the learning & development needs for our Canadian wine and spirit business. Commercial Capabilities also partners with Human Resources to provide a holistic approach. Generally speaking, our HR Function owns the Leadership, and Talent Agendas. 1.6 Diageo Way of Selling: Our approach to building commercial capability What is Diageo Way of Selling (DWS)? The Diageo Way of Selling builds our commercial capability through the consistent use of world-class content, tools and processes. DWS is the way we ensure we have the commercial capabilities at a market, customer and individual level to deliver our strategic growth imperatives and value growth to our people, our customers and Diageo. We have a DWS “Center of Excellence” based in London, England and supported by a team of professionals that primarily own three deliverables: Confidential 9 Confidential Request for Proposal – DWS USA Academy a) Leadership – set out to lead our industry in learning agility b) Culture – create a culture of continuous learning c) Infrastructure – models, tools, insights, content Much of the effort, focus and resources of our Center of Excellence are currently deployed in strategic emerging regions, and North America is viewed as a complex and developed region. We do work closely with our global CoE and aim to share best practice, but require local agencies/vendors to supplement and optimize our deliverables that align fully to our standards and principles. Experiential Learning Journey - 70:20:10 The 70:20:10 learning methodology sits at the heart of the Diageo Way of Selling and is integral to the way we centrally design and build content to grow commercial capabilities It is a learning model accredited to Lombardo & Eichinger (1996) which explains that the learning journey of successful and effective managers is roughly 70% from experiences gained through their “on the job” experiences, 20% from people they interact with (especially their line managers), and 10% from more formal training e.g. courses, workshops and reading. 5 Step Process to create long term sustainable capability growth: 1. Establish what ‘great’ looks like through the creation of competency frameworks (Sales Capability Framework – see below) that can be housed in easily accessible technology. 2. Mandate the use of diagnostics to understand skill gaps 3. Develop learning interventions that are tailored to the short term (quick wins) and the long term needs of the organisation 4. Execute at scale using a blended approach (70:20:10), and accredit that knowledge has become embedded. 5. Monitor and sustain progress through accurate reporting and an understanding of ROI/ROE. Sales Capability Framework To help enable our commercial sales team to become best in class “commercial professionals”, we have developed the Sales Capability Framework. In summary, there are five broad business processes (left to right), and twenty-five (25) individual standards or capabilities needed for various roles within commercial sales. Each role (e.g. Sales Director) profile has 6 – 8 standards/capabilities assigned and selects 1 – 3 to focus on in their development plan. Confidential 10 Confidential Request for Proposal – DWS USA Academy Definitions have been developed for each of the 25 capabilities and broad enough to apply to our complex business model (open, control, franchise and national accounts). Expectations or behaviours have been developed for each standard, and band level – from entrylevel (L6), all the way up to a VP/GM (L3). Three key uses of the Sales Capability Framework: 1. A “road map” for career development 2. Help identify development areas – strengths and gaps 3. Talent Reviews, performance discussions, recruitment, and succession planning Formal Capability Assessment Process / Tool Currently, the NA Capabilities Team is searching for an improved process/tool which can simply and effectively provide each sales professional, and the broader function with an analysis of their functional strengths and gaps (opportunities) and support their development plans. Globally, there is a tool in place (“iCat”, Capability Assessment Tool) which accomplishes the following. • • • An individual diagnostic tool which helps you understand and assesses your current functional capability level against the benchmark set for your role. It is a methodology and framework that helps individuals understand their capability strengths and areas of development. It covers all roles in Commercial; Field Sales Management, Account / Distributor Management, Customer Marketing and Reserve. Confidential 11 Confidential Request for Proposal – DWS USA Academy • • An Individual completes the survey for their role by selecting the statement that they feel best fits their experience and leadership. These statements are validated by their line manager completing the same survey. Once your assessment is complete a development plan is created to ensure interventions have been embedded, gaps are closed and capability growth is sustained. 1.7 What we currently have in place: A learning system called Diageo Way of Selling (DWS) Academy. We request the vendor to make recommendations on the future of this content as part of the proposal. If content migration is a consideration, please include a high level migration approach and any assumptions. Diageo currently has a collection of assets and learning objects that will need to be migrated over to either the upgraded or new platform. The preliminary list includes approximately 3,000 learners with a 1 – 2 year training history, 6 – 12 brand/category modules (3 – 7 minutes per, video), 3 – 5 sales skills modules and links to existing Diageo web sites. Through an existing digital consolidation project, we anticipate to have a collection of digital assets that will need to be relocated either internally or to the new platform. Note: we also have deployed our Diageo Academy - Learning Management System (LMS) – see Appendix 14. This fairly new platform was recently upgraded and migrated over to a new vendor (Cornerstone) and supports our 30,000 +/- Global Diageo Employees across all functions, not just sales. This is NOT IN SCOPE for this RFP. Current struggles and barriers to achieving our Performance Ambition with Sales Capabilities: 1. Technology. We are not convinced that we are fully leveraging current technology to drive a smart, effective, and dynamic learning environment. Additionally, we may be over invested against duplicative infrastructure and overheads that we can manage internally, consolidate or eliminate. 2. Learning Platform. We want to ensure we have a dynamic platform in place that meets the needs of today’s learners – mobile access, multi-media, video, social media, live chat/communities, webinars, apps, and embraces the “way we learn” methodology of 70:20:10. The platform must be easy to access, able to track completion, output data for easy analysis. 3. Learning content. We have a large and extensive library of brand, category and selling skills content; however we need to be better at refreshing, and developing new content quicker. We have a very aggressive new products/innovation agenda as well as shifting roles and responsibilities which demand skill development. Additionally, although we are a Global Company, much of the curriculum provided by our Global Center is not relevant due to a variety of factors including differences in our route to consumer (direct versus 3 Tier), complexity (we have a large universe of distributors/brokers with separate ownership/culture, semantics (Business Math for example references British Pounds, not US or Canadian Dollar, different Confidential 12 Confidential Request for Proposal – DWS USA Academy images/logos, and British accents). Speed and Cost: Currently, the pace and cost to “refresh” existing modules is impacting the usage and credibility. 1.8 Request for Proposal Requirements 1. Learning Portal. On-line (cloud-based) portal that can be accessed easily by all of our learners. The portal should have resources to maintain users and quickly resolve technical issues. We expect to see the latest and greatest use of technology. The portal should be available 24X7 and have a professional and dynamic “look and feel” with relevant branding and imagery. The portal should be easy to navigate and have a simple architecture that can be easily understood and explored. The solution should be responsive on PC, tablets & smartphones. Please specify if this 'mobile learning' feature would have an additional cost. Please ensure that access to content via the Learning Portal has appropriate permission levels in order to ensure we provide T1, T2, and T3 Learners with appropriate content as noted on Page 7. 2. Learning Approach. This should embrace our Experiential Learning Journey - 70:20:10 methodology and offer a variety of methods to build the capabilities of our learners. We expect to see a variety of learning objects or tactics and a modular approach such as basic learning aids (e.g. 1 – 2 page reference), video, webinar, e-learning, apps, and social learning/social media & testing. The learning experience should reflect “state of the art” technology and evolve well past basic animated PowerPoint slides or simple video. The Portal and Learning Approach should be tracked and consolidated into simple reports so that we can keep a transparent record and documentation of each learners accomplishmentspreferably downloadable to an excel file. Real time chats or communities can enhance the learning experience and foster a competitive learning environment and culture. 3. Content Management. Diageo will have a range of raw content that will require different levels of support to transform into a consistent, quality of learning ready finished product. Some content/modules will be 95% ready, some content will need to be built from the ground up. We expect to provide one single point of contact from the three main businesses (Wines, Canada, Spirits/Capabilities) that will interface with various internal Diageo content owners and/or Subject Matter Experts e.g. Brand Team, Customer Marketing, Senior Leadership. Integration – can your finished content (for example a Brand Module) be integrated into our current Diageo LMS which is hosted by Cornerstone and vice versa? Can we launch existing training content from our LMS onto your platform? Please demonstrate various quality options and associated pricing. Create a content development strategy and support model to work across Diageo’s commercial functions by season/product. Include ongoing content management of the learning solution. Please include a high level migration approach and any assumptions. 4. Learning Curriculum. We expect to build and maintain up to date learning content that can be organized into “learning and development paths” and provide a more structured Confidential 13 Confidential Request for Proposal – DWS USA Academy approach to building sales capabilities and optimizing talent. We add value to our business where we can customize base content to the end learner. For example, with a few minor tweaks and adaptations, we should be able to simultaneously deliver a brand new innovation launch module for use in: Diageo Sales, Promotional Agency, Distributor, Broker, Agency (Canada), and Retailer activities. 5. Sample Curriculum Diageo Commercial Teams Distributors & Brokers Performance Management Holding People Accountable Revenue Management Pricing Strategy, link to day to day Price structures New tool rolling out May / June Recognizing different roles: control states, open states, Canada Forecasting Accurate & Consistent Risk and Opportunities Spend Effectiveness Discounts A&P On boarding – new joiners Core Selling Skills Structured Selling Overcoming objections Persuasive selling Business Math Core Brand Execution Channel Strategy Standards (on & off premise) Brand Modules Category Modules Innovation Brand Knowledge Influencing & Presentation skills Key accounts Strategic Platforms Reserves / Luxury Multi-Cultural On Premise 6. Sales Tools. WINE: Import pronunciation, brand decks, burgundy matrix, sustainability, varietal matrix, Wine 101 & 201, Burgundy Map, tasting notes. Spirits: Innovation Calendar, National Execution Calendar, Key contacts. 7. Winery Visit / Hospitality. Diageo owns and operates approximately ten Wineries/Education sites in Northern California. We are seeking to consolidate the booking/reservation/feedback services that support visits to these sites. We offer approximately 25 different event types (for example: friends and family, Reserve, Employee, and Trade) to approximately 1,200 people each calendar year. 8. Digital Asset Management (wines only): We require a cost effective, and efficient and consolidated process to maintain, update and migrate a large and varied library of digital assets to promote quicker response times from commercial requests and ensure we comply with our internal policies. These assets are primarily high-resolution and include objects of significant historical value (BV Winery heritage documents, etc.), practical areas such as wine labels, vintage tasting notes and awards and accolades. 9. Languages: All content and materials must be in standard US English. Some designated content and materials will need to be translated into Canadian French. Relevant components of the learning portal will need to be in Canadian French as well. Confidential 14 Confidential Request for Proposal – DWS USA Academy 10. Scalability: Could solution be scalable at a later stage beyond NA requirements stated in this document? Please provide the methodology on how pricing/costs would cover – for example cost per license. 2.0 RFP Process and Timeline 2.1 Process We will be asking a number of selected companies to submit a written proposal in answer to this RFP. Those companies whose submission meets the requirements will be asked to present with us, provide a live demo, and subject to this, the vendor will be selected. Please read the RFP and respond appropriately. 2.2 Anticipated Timeline (All dates 2015) Proposal sent to all agencies Agencies provide written confirmation intent to bid Agencies submit written questions/clarifications Diageo RFP Read-Through/Respond to Questions Formal proposals due back Select agency presentations Final Decision Contract commencement Migration, Content, Testing Launch by March 4 by March 6 by March 10 March 12 12:00pm-2:00pm By 12:00pm March 26 W/o April 6 April 24 May June July – August 3.0 Detailed Overview of RFP Requirements The decision to appoint will be based on a broad range of criteria. The following sections outline key areas that you must consider. These are by no means definitive but represent the minimum areas that we expect the agency to demonstrate their capabilities in. You should decide how to answer these questions and what additional aspects you feel need to be covered to best demonstrate the agency capabilities. In responding to this RFP, please bear in mind the following Diageo policies: 3.1 Diageo Policies Diageo Marketing Code (DMC) See Appendix 1. Confidential 15 Confidential Request for Proposal – DWS USA Academy It should be noted that Diageo takes its privileged responsibility as a beverage alcohol brand owner extremely seriously. As such we are at the forefront of ensuring that all Diageo Marketing activity meets the strictest considerations in relation to social responsibility, avoiding targeting consumers below LDA (Legal Drinking Age) and so on. As part of this agenda, we have developed and adhere strictly to the Diageo Marketing Code. The agency should ensure it is familiar with this code, and that any aspects of any proposal fully conform to the letter and spirit of this code. Please refer to Appendix 1 for full details of this Code. Partnering with Suppliers (PwS) See Appendix 2. Diageo’s Standards of Business Ethics and Sustainability for Suppliers is reflected in the Partnering with Suppliers (PwS) Standards, which are modelled on Diageo's Code of Business Conduct. They provide the framework through which we set out our minimum requirements and our longer term aspirations. They are based on local laws and internationally accepted norms, to which we expect our suppliers' adherence. The Guidelines address the key areas of health and safety at work, business ethics, labour standards, consumer safety and the environment. As a global company, we recognise that achieving these standards and aspirations presents unique challenges in different parts of the world. Therefore, we understand that while there will be varying degrees of performance, we will strive for continuous improvement. So that, going forward together with our suppliers, we will consistently drive up standards and achieve excellence. Our commitment to an ethical and sustainable supply chain is absolute. The PwS document sets out our minimum compliance standards. We expect these minimum standards to be in place and we will enforce them contractually. Please refer to Appendix 2 for full details of this document. Code of Business Conduct See Appendix 3. Digital Marketing Code See Appendix 4. Information Management & Security See Appendix 5. Data Privacy Policy See Appendix 6. 3.2 Brief and RFP Response Requirements Diageo expects to receive your completed responses according to timeline indicated in Section 2.1. Responses after that date will not be considered. Please submit your response to this RFP via email Confidential 16 Confidential Request for Proposal – DWS USA Academy to Shannon Sexton (Shannon.Sexton@Diageo.com). The response format must be in Microsoft Office programs, including charts/graphs where applicable. RFP response in writing to include: 1. Outline why you feel you are the best agency to meet the needs stated in the – why you would be a great partner to us and the agency’s previous relevant experience (case studies). 2. Share initial thoughts/ideas on how you would approach the learning portal, learning approach, and managing/refreshing content. 3. Outline the staff resources recommended to deliver these capabilities and solutions. What the curation process for materials and admin maintenance would look like as per benchmark of other companies with similar requirements. 4. If ongoing support is needed for your proposal, please clarify all ongoing costs in year 1, 2, and beyond. 5. In addition to competency framework and measurement, please include a continued learning solution usage measurement of any learning solution. We currently use Google Analytics to track usage. 6. Include a project schedule and breakdown of the stages (planning, discovery, analysis, build, test, launch, and ongoing support). 7. Security. Private and confidential content must be secured from the public. Please clarify the security measures to ensure our content is confidential and adheres to all required policies 8. Licensing – Provide any licensing and ongoing maintenance costs. 3.3 Additional Requirements 1. Agency Account Team & Overview Identify the proposed agency team, subject to fee levels agreed, that will work on the Diageo account, clearly outlining roles and specialism. 2. Case Study Please provide one or two case studies that you feel are relevant to this brief, with supporting explanatory commentary. 3. Agency Remuneration Confidential 17 Confidential Request for Proposal – DWS USA Academy Please provide a detailed Scope of Work breakdown of costings for your proposal, including details of agency fees and any anticipated third party costs using the fee template in Appendix 7. Diageo requires full and total transparency when describing your fee structure. For example, we prefer to see your costings breakdown by category, so in this case, consider: Portal, Reporting, Content (varying levels of quality/complexity), Content management – refresh, add new, delete, site maintenance, etc. 4. References Please provide the names and contact details of two potential stakeholders and two clients who we could speak to about their experiences of working with you. 3.4 Pitch Selection Criteria The successful agency will be chosen based on the following criteria: 1) Experience and expertise of agency in reputation management and global research 2) Content and efficiency of approach to the solution 3) References and proof of success with other clients 4) Ability to integrate into our culture and ways of working 5) Measurement and evaluation (effectiveness) strategy 6) Cost efficiencies 7) Financial and organisation stability 8) Strategy and thought leadership PLEASE NOTE: Diageo is seeking a one stop solution provider. However, if after reviewing the requirements of this RFP, you feel your company can address components of it in an effective and efficient way, as opposed to the RFP in its entirety; we welcome those submissions along with the commercial and capabilities of that proposal. 4.0 RFP Contact Information If you have any queries about the content of the RFP, please contact: Robert Wanucha Phone: 1 (615) 636-6403 E-mail: Robert.Wanucha@Diageo.com If you have any queries about the process of the RFP, please contact: Shannon Sexton Phone: 1 (203) 229-7839 E-mail: Shannon.Sexton@Diageo.com Confidential 18 Confidential Request for Proposal – DWS USA Academy 5.0 Appendices Appendix 1: Diageo Marketing Code Appendix 2: Diageo Partnering With Suppliers Standards Appendix 3: Code of Business Conduct Supplier Code of Conduct.pdf Appendix 4: Digital Marketing Code Digital Code_July_2014.pdf Appendix 5: Information Management & Security Information Management & Security Global Policy 2014.pdf Appendix 6: Data Privacy Policy Appendix 7: Agency Scope of Work/Work plan F15 Brand_Agency Workplan Template_Existing MSA_updated Jan 2015.xlsx Appendix 8: Three-tier distribution: Three-Tier System.pptx Confidential 19 Confidential Request for Proposal – DWS USA Academy Appendix 9: Diageo Academy DIAGEO ACADEMY.pptx Appendix 10: Three-tier headcount: three tier_headcount.pptx Confidential 20