HACIA’s 2024 Communications, Public Relations Strategy, and Membership Marketing Campaign RFP Submitted Questions
Welcome to our vendor-submitted questions page, where additional insight is provided regarding our 2024 Communications, Public Relations Strategy, and Membership Marketing Campaign RFP. Below, you’ll find a comprehensive list of questions submitted by potential vendors interested in partnering with us on the projects. Explore these inquiries to gain information into additional details that might help you in your own proposal.
Proposals submittal deadline is 5:00 pm CST on April 19, 2024
Can each vendor apply for a specific scope of work section or does the company need to lead the entire RFP?
Yes, vendors can submit a proposal for the entire scope of work or one or more individual specific scope categories: Communications/Public Relations; Website Redesign; and Marketing Collateral.
Are you looking for one partner (and subcontractors if needed) for the entirety of the project? Or will you potentially be selecting partners to run each of the different portions of the project (ie: a public relations firm to specialize in the public relations component and a separate organization to complete the website redesign)?
Yes, vendors can submit a proposal for the entire scope of work or one or more individual specific scope categories: Communications/Public Relations; Website Redesign; and Marketing Collateral.
From a website design perspective, is the existing general sitemap still largely accurate for the refreshed version of the site? Beyond the items identified in the RFP (Giving Page), will you be adding or removing any pages that should be considered?
The current site should act as a great starting point as most of the structure would stay the same. We are looking for the vendor to provide some recommendations for a more effective and engaging site but we intend to keep most of the structure we have now.
From a website development perspective, is the existing site functionality still largely accurate? Or will new functionality be needed?
For website development, we are prepared to invest in additional features that 1) we can complete within our time frame and 2) will improve our site engagement with our online visitors. The only functionality we intend to deliver as a priority is any ADA compliance features.
This may include items like:
More robust site search functionality
Search functionality would only be needed in areas with a deeper library like our blog posts tab. Other than that, no complex search engine is needed.
Logged in/logged out member experience
The member experience would be a second-phase project to be completed at a later date. HACIA is currently implementing Salesforce.
Protected content
Protected content services are not required but open to vendor recommendations.
Scholarship search and filtering
The HACIA Scholarship Foundation would be a second-phase project to be completed at a later date.
Site language features
We do wish to have strong SEO for easier translation as well as ADA compliance. We are looking towards the vendor for guidance
You identified some of the technologies that need to be integrated into the site, including the HACIA SEF site, YM Membership platform, and program enrollment. Can you briefly describe and/or confirm the integrations that are needed through the site:
YM Membership: Membership registration process. Any other use? Member/non-member pricing for example.
HACIA will integrate a solution to better serve its membership. The technology is to be determined in a phase two project.
Donate/Paypal: Online giving. Is this still the preferred donation channel?
Merchant Services: HACIA will use a payment widget to process membership and event registrations or fees. This could potentially be PayPal or any other merchant service.
Programs, Registration, and Checkout: What platform is being utilized for program signups?
HACIA currently uses Microsoft forms for the application and a manual process for registration.
Events, Registration, and Checkout: What platform is being utilized for event attendance?
HACIA currently uses a specific 3rd party platform for events, registration, and checkout. However, it will phase out in the 3rd quarter of 2024. HACIA is exploring a new solution for its events and registration.
Careers: Are the jobs listed in the Careers center pulled in from an external source or populated by your team?
Careers have been managed entirely on WordPress’ careers feature.
The HACIA site and HACIA SEF sites have slightly different visual structures. Would you like to continue that or make them look more visually connected?
HACIASEF would be a phase two project that would complement our updated site once it is completed.
Has HACIA done public relations before? Do you have known media contacts, press release templates, and other items or is this starting from scratch?
We have done PR before. We have limited relationships with news outlets, radio, magazines, and others.
Are the target completion dates mentioned in the RFP firm or are there any core requirements that must be completed by that date? Some of these initiatives seem like more ongoing deliverables and/or require more time to develop strategy that may go beyond the stated dates.
The flexibility of the target completion dates are as follows
Communications Strategy – Phase 1 deliverables have the firm provide a scope of work to be completed by deadlines.The vendor can provide a reasonable SOW for a Phase 1 delivery.
Web Redesign – Flexible with split-out deliverables.
Membership Campaign – Firm deadline, June 30th.
Public Relations firm can provide a scope of work to be completed by the deadline.
Are there any obstacles to pursuing offshore development?
HACIA follows federal guidelines on the preferred domestic procurement process. As such, HACIA will accept bids from vendors within the USA.
Do you anticipate the need for any in-person support, visits, or meetings during the development/support phases?
Communications & Public Relations Services will benefit from in-person involvement.
Is there a specified maximum budget?
We have some flexibility and intent to adjust as proposals are submitted but rough budget ranges for each scope category are as follows:
Communications & Public Relations Services: $45,000 – $65,000.
*Additional funding may be available after June 30th, 2024
Can we bid for only the Website Redevelopment part?
Yes, vendors can submit a proposal for the entire scope of work or one or more individual specific scope categories: Communications/Public Relations; Website Redesign; and Marketing Collateral.
Are we correct in assuming vendors can submit for a partial scope of work? (For example, we’d only be submitting for the website redesign.)
Yes, vendors can submit a proposal for the entire scope of work or one or more individual specific scope categories: Communications/Public Relations; Website Redesign; and Marketing Collateral.
Is your timeline for website launch flexible?
The flexibility of the target completion dates are as follows
Communications Strategy – Phase 1 deliverables have the firm provide a scope of work to be completed by deadlines.The vendor can provide a reasonable SOW for a Phase 1 delivery.
Web Redesign – Flexible with split-out deliverables.
Membership Campaign – Firm deadline, June 30th.
Public Relations firm can provide a scope of work to be completed by the deadline.
Is there a budget you can share with us? For transparency, our website builds generally start around $100k.
We have some flexibility and intent to adjust as proposals are submitted but rough budget ranges for each scope category are as follows:
*Additional funding may be available after June 30th, 2024
Have you completed any prior site or user research?
The current site was done by an agency several years ago. We are still running on the 1.0 site, so no major changes have been made besides page updates.
Have you been happy with WordPress?
WordPress has been a challenge from a backend perspective. We are hoping to have better design capabilities and/or better template options. We are open to either option: moving or staying with WordPress
What are the current pain points on the website?
Page design capabilities, user experience, cohesion in branding, and SEO
Are there any integrations we need to consider when developing a website plan?
Membership and Scholarship external site experience would be a Phase 2 project that we would complete at a later time as that is currently a 3rd party application, separate from our WordPress website. Other services are being considered specifically for membership and events.
Will all content on the current site be staying, or is the goal to reduce and simplify content?
We will be relying on the vendor’s recommendation for maximum effectiveness in the site experience.
Can you explain a bit more about the below in relation to the website redesign?
Identify and formalize use of web social networking tools.
Our social media content lives exclusively on those platforms and we would love to be able to feature that content in some form. We currently have a presence on LinkedIn, Instagram, Facebook, X, YouTube, and Flickr. If there is an opportunity to improve current pages or expand to other platforms to effectively collaborate with our website, we are prepared to do so (under the recommendations of the vendor)
Identify and formalize acceptable website content and links to outside resources.
Similar to the above but also to any collaborative marketing campaigns we may be doing. For example, if we get highlighted with WGN News, how do we present that on our site or link outward in a way that keeps engagement high and branding solidified.
Create and implement a comprehensive communications strategy & public relations plan that meets HACIA’s previously stated objectives.
We have done a lot of work previously and we are hoping to find a way to republish that work, so those outreaches and accomplishments don’t go unnoticed. How do we use previous work for content today? Can we deliver that through our site so it can be referenced later as well? Other nonprofits or industry organizations might need that information to finalize their decision if they will collaborate with us.
Do you have well-documented brand guidelines?
We have a base branding guide that includes fonts, colors, logos, etc. What you won’t find in our branding guide are things like padding and margin guidelines for primary and secondary pages or images. These small details are something we hope to develop in the design of the new site.
Can the work be done remotely by Indian registered firms?
HACIA follows federal guidelines on preferred domestic procurement process. As such, HACIA will accept bids from vendors within the USA.
Would HACIA be open to a vendor bidding on only the website build part of the project, and/or subcontracting the marketing & PR pieces?
Yes, vendors can submit a proposal for the entire scope of work or one or more specific scope categories: Communications/Public Relations; website redesign; and marketing collateral. While subcontracting is allowed, we will review each proposal and select the most efficient option.
Regarding HACIA’s member login subdomain — is this something that you expect to stay the same on the new site, or will this require work as well?
HACIA currently uses a 3rd party application for events, registration, and checkout however this technology will phase out in Q3.Details will be provided to the awarded vendor
Does HACIA have a budget or range in mind for this project?
We have some flexibility and intent to adjust as proposals are submitted but rough budget ranges for each scope category are as follows:
Communications & Public Relations Services: $45,000 – $65,000.
*Additional funding may be available after June 30th, 2024.
Do you have an incumbent and would they be participating in this RFP?
No.
Could you let us know if you have a local preference or are you open to a Canadian agency that has done similar work with clients across the United States, with some currently being the States of California, Colorado and Wyoming?
HACIA follows federal guidelines on preferred domestic procurement process. As such, HACIA will accept bids from vendors within the USA.
Should submitting firms include an approach?
Yes. HACIA is looking for vendors to clearly state how they plan to meet each objective and deliver on the scope of work.
Is there a defined budget for this project? If so, please provide the budget range.
We have some flexibility and intent to adjust as proposals are submitted but rough budget ranges for each scope category are as follows:
Communications & Public Relations Services: $45,000 – $65,000.
*Additional funding may be available after June 30th, 2024.
Should we provide a combined budget for the Communications & Public Relations, Website Redesign, and Membership Marketing services or separate budgets for each service?
Please separate the cost investment needed for each scope of work. so we can identify which areas are within our range of cost projection.
Can you share HACIA’s membership list with us so that we can identify partnership opportunities?
*Additional funding may be available after June 30th, 2024.
Can you provide a budget breakdown for paid media and production, communications, and web development? We realize the web budget for redesign is new this year.
We have some flexibility and intent to adjust as proposals are submitted but rough budget ranges for each scope category are as follows:
Communications & Public Relations Services: $45,000 – $65,000.
*Additional funding may be available after June 30th, 2024.
You mention recommending an “appropriate and realistic budget” for marketing and new membership: What have the previous year(s) budgets been–particularly for paid media and production? What were the membership marketing campaigns? How successful have those campaigns been? How has that been measured, and what tactics have you deployed?
Campaign performance will be shared with the awarded vendor.
How robust/complete is your target membership marketing list relative to the entire population size of potential members?
Can you confirm your target market by race, gender, ethnicity, age, income, work profile, and geography?
While we do not have targets based on these categories, we are guided by our mission and vision
Mission: HACIA advocates for its members, builds their capacity, and facilitates access to a broad network of diverse professionals and industry leaders.
Vision: A community of diverse construction leaders with equitable opportunities, creating generational wealth and transforming communities.
What can you tell us about membership conversion, including predictors, touchpoints, effective channels, sources, etc.?
Our membership data is still being compiled and developed. More information on these metrics can be provided at a later time.We wish to leverage Google Analytics and SEO data to better determine effectiveness.
Does HACIA have any market or audience research that you can share with the agency as you work in tandem to define your communications strategy?
Once a vendor is selected and awarded, we will provide additional information as appropriate.
What are your membership goals for the next three years, and how do they compare to the previous two years?
Our membership has grown over the past few years increasing by 5% year after year. In 2023, HACIA hired a dedicated Director of Membership, and Membership Manager in 2024. The goal is to increase membership by 15% by 2025.
Have you ever had an agency to run your membership campaign before? What do you hope to gain from hiring or reviewing proposals from a new agency?
We have partnered with agencies in the past but we have yet to partner with agencies on this big of a scale, in terms of investment and time. We hope to formalize this process so the selection process is efficient and available to as many vendors as possible HACIA has never hired an agency to assist with producing run a membership campaign.
Are there any specific challenges we should be aware of?
HACIA currently utilizes an EMS for its electronic newsletters. HACIA has a following and network of small business clients, members, entrepreneurs, community leaders, and government & corporate representatives.
Will the agency be taking over the strategy and management of HACIA’s Twitter, Facebook, Instagram, and LinkedIn accounts, or will they work in conjunction with the existing social media team? If working in conjunction, please provide details on how responsibilities will be split.
Social media access will not be provided to the vendor but HACIA’s Marketing team will work to support strategy recommendations
Do you have a creative team that the agency would collaborate with and hand off templates to, or would the agency handle all creative development of weekly/monthly updates for social media graphics?
The intent is for the agency to lead the design aspect in collaboration with our Marketing team. HACIA’s marketing team will be a resource to help develop marketing materials as well as gather approvals from HACIA’s leadership team
Are you currently running ads on social media? If so, which channels? If not, would you like to do so in the future?
Our ads depend on the focus, which usually has dedicated time frames. We run social ads on Meta and LinkedIn. Other digital channels include Google. We also run ads on physical marketing channels like magazines, bus tails, and billboards.
Please rank your social media goals in order of importance:
Follower Growth
Engagement
Brand Awareness/Reach
Lead Generation
Goals vary by department and initiative when marketing in social media. As an organization, our general social media goals are prioritized as Engagement, Brand Awareness, Lead Generation, and Follower Growth.
Can you share HACIA’s current brand guidelines?
Yes, brand guidelines will be provided to the awarded vendor.
Do you have an existing library of high-quality, high-resolution photography and video assets?
Yes, a library of HACIA assets (photography, video, testimonials, etc..) exists and we intend to share it with the selected partner.
Do you have a past newsletter and website performance metrics/reporting that you can share with the new agency?
Yes, those metrics will be available to be shared when a vendor is selected
Will the agency or HACIA manage the production of the membership materials?
Our Marketing team will be a resource to help develop marketing materials as well as gather approvals from HACIA’s membership team. We do expect the agency to lead the design work.
Do you have a designated spokesperson(s) for media interviews? Thought leadership articles?
While the Executive Director, Jacqueline Gomez, has primarily acted as the designated spokesperson, depending on the topic or audience, it may be another member of the team.
How will HACIA measure the success of the PR campaign? Are there specific goals for increased media mentions, website traffic, or membership growth?
Each PR campaign could have its own approach for measuring success, but the main metrics will be Engagement, Reach, and Community Response.
What are your specific target audiences for external communications efforts?
Generally speaking, it will be professionals and businesses in the construction industry along with HACIA Members but not every campaign will be focused on the full audience.
Are there any key messages or specific areas of focus you want the PR strategy to prioritize?
HACIA is looking for a PR strategy that positions HACIA as a leader in advocacy, membership/networking, and workforce and business capacity training.
What milestones does HACIA anticipate in the next year?
HACIA will celebrate its 45th Banquet Anniversary in 2025. We’d like to create a buzz and maybe launch a campaign focusing on the 45 years of advocacy, and networking and celebrate our small businesses.
Can you provide a list of the tech in your stack and application names (outside of WordPress) to better understand how to integrate tools?
A full list of tech stacks can be provided to the selected vendors. Backend access can also be provided for tech analysis.
Can you provide a high-level team org chart? Will we need to design processes/solutions to meet your current resourcing capabilities?
Org chart and capabilities will be provided to the selected vendor(s).
Can I forward it to partnered agencies and consultants?
Yes.
Are there specific members and association executives that we can connect with to understand about their experience with the organization? It is fundamental to ensure Brand and Marketing strategies and plan are on point with members’ needs and the organization’s wants/objectives.
Yes, we are happy to share the list of key stakeholders including members and non-members, and a summary of the results from our most recent Membership Survey upon awarding the contract (s)to the awarded vendor. We are also open to having a focus group. if the awarded vendor deems it relevant.
Can we have access to the successes and failures on the brand/marketing strategy of the HACIA organization?
No formal Brand Marketing Strategy has been developed in conjunction with departmental goals. Each campaign HACIA has launched has been individually constructed to fit its focus. We would be working with the selected vendor(s) on recommendation(s).
How is the organization measuring success?
Success for the organization depends on department and initiative. The Web Design will be looking at engagement and traffic as its success. Communications and PR might be looking at community engagement, positioning HACIA as a thought leader via articles or invitations to speak at conferences and roundtables as its metric of success. The Membership Marketing Campaign will measure its success by both qualitative and quantitative data gathered and analyzed.
What specific objectives does HACIA aim to achieve with the website redesign?
Better user experience and enhanced branding
Is there any specific new functionality that HACIA wishes to implement in the new website that the current site does not offer?
Any unique and/or new functionality can be considered under the recommendation of the vendor. No new functionalities are urgent needs for HACIA’s site plan.
Are there websites that HACIA views as references or inspirations for the new site?
There are no specific sites that HACIA wishes to model after though we do like features and styles from similar organizations that we like. These features are primarily visual and experience.
Does HACIA have specific accessibility requirements, particularly for visual impairments?
The updated site should be ADA-compliant.
Will the redesign involve migrating all historical data or only recent information?
Yes, some of the content, data, and pages will need to be migrated over but those will be primarily limited to blog posts.
What integrated technologies, like constant contact are currently used on the site?
Full integrations are only limited to our EMS platform. Other technologies are integrated with solely redirects.These technologies can be provided to the awarded vendor
While the site primarily serves as an informational hub linking to third-part services like your membership, what functions are currently performed on the site itself?
No complex site functions are currently performed on the site, besides basic functionality.
What is the primary call to action intended for the new website?
Read or view – for content that we intend to be informational.
Sign up now – for program participants looking to enroll in a program or workshop.
Register Now – for members to become members, attend events, and sign up for member workshops.
Donate Now – to HACIA’s Scholarship and Education Foundation.
How is the site’s effectiveness currently measured, and how is the data utilized?
Traffic and engagement should be the primary focus. We intend to use this data to understand how to better convert leads to “customers”.
How many individuals are responsible for updating the site, and what is their workflow?
The HACIA marketing team is currently the main department managing the site, though it is only for site updates. We intend to develop a new process with the help of the vendor to figure out maintenance refresh cadences.
