Social Media Management RFP

RFP INTRODUCTION 

RFP Title:          Social Media Management 
Date Issued:          February 3, 2020
Contact Person:          Kim Neher (509-663-1117 x141) 
Email Address:          kneher@ncrl.org
RFP Due Date:          March 2, 2020 at 4:00pm

 

SUBMIT PROPOSALS TO:

Mailing Address:          North Central Regional Library
          Attn: Kim Neher
          16 N Columbia Street
          Wenatchee, WA 98801
Digital Submittal:         kneher@ncrl.org  
 
North Central Regional Library is an equal opportunity employer. Minority and women-owned businesses are encouraged to respond.
 
 
OVERVIEW:
North Central Regional Libraries (“Library”) is seeking proposals from firms with social media expertise to manage the Library’s social media accounts in close collaboration with the Library’s marketing and communications team to meet identified objectives, create and publish posts on a regular schedule, and monitor and report analytics across all social media platforms used by the Library.

Proposals must be received by March 2, 2020. The Library will review proposals and expects to select a firm based upon proposal documents, references, and interviews with the top firms. The Library will then negotiate and sign a contract no later than April 1, 2020. The contract period will be for a one-year period, with two one-year renewal options.

 
BACKGROUND:
North Central Regional Libraries is a public library system serving five counties in Washington State (Chelan, Douglas, Ferry, Grant, and Okanogan). Geographically, it is the largest and one of the most rural of Washington’s library systems, covering nearly 15,000 square miles and serving a population of just over 270,000. The Library operates 30 public library branches and has administrative offices in Wenatchee. Among other things, branch libraries provide access to diverse physical and non-traditional collections, community meeting spaces, public access computers, free wifi, and a wide range of library programming for all ages. The Library’s website provides library card holders with free access to eBooks and digital audiobooks as well as a large number of online resources, including Lynda.com, the New York Times, Consumer Reports, Rosetta Stone, and more. In addition, the library’s outreach services include: enhancing library access to the most rural patrons through a unique mail order library and two bookmobiles; providing book sets to book clubs and classroom teachers through a popular book club collection; fostering creative thinking and STEM literacy through a STEM outreach program; and providing bilingual outreach services to preschools, head start classrooms, and community events.
 
 
OBJECTIVES & CURRENT CHALLENGES:
This is a time of growth and great change at North Central Regional Library. The Library has adopted and is implementing its first Strategic Plan (2019-2021), which has an emphasis on reaching underserved populations and increasing awareness of the Library’s offerings throughout the five-county service area. A successful social media strategy will help the Library meet these goals and the following objectives while addressing the challenges listed below.

Social Media Objectives:
The Library’s primary objective is to develop a thoughtful social media strategy that increases awareness of the Library’s offerings, increases engagement among current library users, and connects the Library to previously unserved or underserved populations. More specifically:
  • Expand the Library’s base of followers.
  • Increase engagements with and among followers (clicks, likes, comments).
  • Solidify the Library’s brand awareness and brand positioning with the public.
  • Increase use of Library services and increase library card signups.
  • Drive traffic from social media platforms back to the Library’s website.
Social Media Challenges:
The Library has identified four current challenges to address with the chosen firm:
  • Better understand Library audiences on each social media platform.
  • Build a strategy to increase followers and reach new audiences.
  • Identify the content that connects best to current and potential audiences and/or generates the most response or interaction on each social media platform.
  • Discover and track how social media efforts impact use of Library services and library card signups.

GUIDELINES & EXPECTATIONS:

Below are the guidelines the Library anticipates the chosen firm will adhere to. However, firms may submit additional or alternate guidelines that are designed to creatively meet the objectives and challenges listed above.
  • Work closely with the Communications Manager for general direction and strategy development.
  • Meet monthly with the Marketing and Communications team to coordinate efforts, brainstorm new ideas, and plan strategy implementation.
  • Manage the existing central Library Facebook, Instagram, and Twitter pages, creating new accounts or expanding to new platforms (such as LinkedIn) as the need arises.
  • Find, create, and share a wide variety of content across all Library social media platforms, following copyright best practices. Most photos and information can be provided by Library staff, but the selected firm may be asked to develop content on occasion.
  • Monitoring Facebook pages for 30 branch libraries in order to ensure brand continuity and high-quality, error-free content. Share photos and content to the central Library social media pages.
  • Advise the Library on how to best equip branch libraries to use social media to engage with their local communities.
  • Deliver monthly analytics of social media usage broken down by each platform.
  • Closely follow the Library’s branding guidelines and brand messaging.
  • Engage quickly with comments on social media platforms, ensuring questions are answered correctly and in a timely manner by working closely with Library staff.
  • Be available on occasion to publish content or communicate with staff outside of normal business hours, including evenings and weekends.
  • Take pictures and short video at central and branch events and programs to share on social media platforms (optional, negotiable).
  • Be able to conduct staff training as needed for a set hourly rate (optional, negotiable).
 
RFP SCHEDULE:
These dates are estimates and are subject to change by the Library.

EVENT         DATE  
RFP Release:         February 3, 2020  
Questions Due:
        February 21, 2020 at 12:00pm    
Addenda Issued (if needed):
        February 25, 2020  
Proposal Responses Due:         March 2, 2020 at 4:00pm           
Interviews (if needed):         March 7, 2020  
 
 
QUESTIONS REGARDING RFP:
Questions about the content or submittal requirements of this RFP should be submitted via email to Kim Neher (kneher@ncrl.org) by noon, February 21. Kim Neher is the sole point of contact at the Library for questions regarding this solicitation. Questions via telephone will not be accepted. Responses will be provided via email by noon, February 25 and posted on the Library’s website.

 
SUBMITTAL CONTENTS:
Responses to this RFP must include the following. Please limit your Proposal to no more than twelve (12) pages, single or double-sided.

Cover Letter:
Please include a letter of interest that includes: (1) the identification of the firm, including name, address, email address, and telephone number; (2) the name, title, address, email address, and telephone number of a contact person during the period of Proposal evaluation (if different); and (3) the signature of a person authorized to bind the firm to the terms of this Proposal.

General Company Profile & Experience:
Briefly provide general information about the firm’s experience, capabilities, and length of time the firm has been in the business of performing work of a similar nature. Please indicate if the firm has any special or related skills or experience, including with photography, video, design skills, newsletter management, staff training, etc.

Professional Credentials of Key Staff:
Please identify and list the functions of the key staff who would be assigned to work with the Library under this contract. Briefly describe a summary of the professional credentials and experience of the lead point of contact and key assigned staff. Do not include lengthy resumes or vitae.

Approach & Description of Services Provided:
In general terms, please indicate why your firm is best suited to meet the objectives and challenges listed earlier in this document. Include a brief description of how your team would help the Library achieve identified objectives, and a list of services you propose providing to the Library under this contract. Creative or unconventional approaches are welcome.

Budget/Cost Proposal:
The Library anticipates a first year contract budget not-to-exceed $15,000 - $20,000 to cover all billable costs associated with work performed with the selected firm under this contract. The Library anticipates paying the selected vendor on a monthly basis. Please include a cost proposal reflecting the services you are proposing and a breakdown of their annual, monthly, and/or per diem costs.

Client List/Testimonials & References:
Provide a list of recent clients and/or testimonials. Include contact information and a brief description of services provided for three to five references who can describe similar or related work you have performed.

Sample Work:
Please provide examples of similar or related work you have completed for other organizations. This can be screenshots, printouts, or a written description, but should not exceed four (4) pages.
 
 
SUBMISSION REQUIREMENTS:
Submit one (1) digital (kneher@ncrl.org) and three (3) hard copies of the complete proposal response to North Central Regional Library, Attention: Kim Neher, 16 North Columbia Street, Wenatchee, Washington 98801 by 4:00pm on March 2, 2020. Firms are reminded that the Library is a public agency, therefore, following opening, the proposals may be subject to requests for review and disclosure under the Washington State Public Records Act (Chapter 42.56 RCW)

 
EVALUATION PROCEDURES:
Firms are encouraged to be creative in responding to this RFP. Qualifications will be evaluated by a Selection Committee. The Selection Committee will consider the completeness of a firm’s qualifications and how well the proposal meets the needs of the Library. In evaluating the proposals, the Library will be using a criteria evaluation process. The Library will consider price but is not required to select the lowest cost provider.

 
EVALUATION CRITERIA:
Qualifications of firms will be evaluated by the Library Selection Committee based upon the responsiveness of the Proposals to this RFP, which may be weighted by the Library in any manner it deems appropriate. Interviews, if considered necessary, will be held with selected firms based on an evaluation of the Proposals. All Proposals will be evaluated using the criteria listed below:
  • Cover Letter – 5 Pts
  • Company Profile & Experience – 20 Pts
  • Professional Credentials of Key Staff – 5 Pts
  • Approach & Description of Services Provided – 30 Pts
  • Budget/Cost Proposal – 10 Pts
  • Client List/Testimonials & References – 15 Pts
  • Sample Work – 15 Pts

 

The Library reserves the right to reject any and all Proposals and to determine which Proposal is, in the best judgment of Library, the most responsive proposal based upon Library needs, of a responsible proposer or group of proposals and which proposal, if any, should be accepted in the best interest of the Library.

 

For a printable version of this RFP, click here.
Social Media Management RFP
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