Advertising Agency

The 22nd District Agriculture Association (District) is releasing this solicitation with the intent to award a single contract for an Advertising Agency. The District is seeking a qualified agency (Agency) to create and execute, in partnership with the District’s marketing and communications team, a paid media campaign that will increase interest in, enthusiasm for and attendance at the San Diego County Fair, as measured by ticket sales, website visitors, and survey data. Agency will have a proven track record of advertising that efficiently and creatively reaches core audiences and must illustrate innovative thinking that uniquely positions the San Diego County Fair as a not-to-be-missed summer attraction. The District board and staff have been actively engaged in a strategic planning process that has elaborated on its purpose, mission, vision, and organizational values in pursuit of ensuring a quality experience to guests and patrons of the District properties including the Del Mar Fairgrounds, Surf &Turf Recreation Center, and Del Mar Horsepark. Proposer is encouraged to elaborate on its alignment with the District’s strategic direction. Any contract resulting from this solicitation will be awarded to the Proposer(s) whose proposal(s), as determined by the District, best meet(s) the requirements set forth in this RFP. The District will use the Secondary Method scoring process, as explained in the DGS Contracting Manual, Volume 1, at Section 5.25, et seq., whereby proposals include, and are scored on, both a financial and qualitative component, and the award is based on the highest total score, which includes the sum of the score for the financial component and for the qualitative component. Considerations on the qualitative and technical factors are outlined in the following sections: #Evaluation, Selection and Scoring Process and #Evaluation Phases . The award selection is based on a consideration of a combination of technical (qualitative component) and revenue factors (financial component) to determine (or derive) the proposal deemed most advantageous and of the greatest value to the District. The District may, at its sole and absolute discretion, reject any or all proposals, or parts thereof, or reject any item or items in this solicitation, and waive any irregularities or technicalities. The District may re-advertise this solicitation; postpone or cancel this solicitation, at any time, during the solicitation process. The decision as to who shall receive a contract award, or whether or not an award shall ever be made as a result of this solicitation, shall be at the sole and absolute discretion of the District. The District reserves the right to make an award without the consideration of option or renewal years, as the interests of the District may require.