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Bullock Museum Media Buying

ID: 809-24-0018 • State: Texas
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Description

The Bullock Texas State History Museum (TSHM), a division of the State Preservation Board (SPB), a State of Texas government agency, is soliciting proposals from proven, culturally-minded, forward-thinking media buying companies to assist TSHM in creating and implementing a paid advertising strategy that successfully leverages the most effective channels to reach intended Austin Designated Market Area (DMA) target audiences. The company will work closely with TSHM to promote the museum's full experience: exhibitions, theaters, programs and events, venue rental spaces, a membership program, a gift shop (the Museum Store) and an onsite restaurant (The Star Cafe), with the goal of increasing TSHM's revenue and attendance.

Media buying services will include a strategic and effective combination of digital channels and methods, including digital display, programmatic, Search Engine Marketing (SEM), Pay-per-Click (PPC), Over-the-Top (OTT), digital video, digital radio and podcasts, as well as select traditional advertising channels as recommended to reach TSHM's goals, such as billboards/ Out-of-Home (OOH), print advertising and terrestrial radio.

Social media, email marketing, direct mail, website optimization/SEO, graphic design services, and public relations are handled in house and not requested as part of this RFP.

Background
The Bullock Texas State History Museum (TSHM), a division of the State Preservation Board (SPB), is a State of Texas government agency dedicated to preserving and promoting Texas history. The agency operates the Bullock Museum, which aims to educate and engage the public through exhibitions, programs, and events.

The goal of this contract is to assist TSHM in creating and implementing a paid advertising strategy that effectively reaches target audiences in the Austin Designated Market Area (DMA) to increase revenue and attendance.

Work Details
The contractor will provide media buying services that include a strategic combination of digital channels such as digital display, programmatic advertising, Search Engine Marketing (SEM), Pay-per-Click (PPC), Over-the-Top (OTT) advertising, digital video, digital radio, and podcasts.

Additionally, traditional advertising channels like billboards/Out-of-Home (OOH), print advertising, and terrestrial radio may be utilized as recommended. The contractor will research media options and collaborate with TSHM stakeholders to develop a comprehensive strategy that includes specific media channels, timing, budget allocation, and creative needs.

They will negotiate favorable rates with vendors, oversee insertion orders, make authorized purchases for TSHM, monitor performance, and provide regular reporting while adjusting strategies as needed. The advertising needs for Fiscal Year 2025 include campaigns for general awareness of TSHM's offerings and specific exhibitions such as 'A Better Life for Their Children' and 'Acts of Faith', IMAX documentaries like 'Train Time' and 'Animal Kingdom', venue rentals for various events including weddings and corporate gatherings, as well as programs aimed at families and young adults.

Period of Performance
The contract period is from September 1, 2024 to August 31, 2025. There are options for two additional one-year renewal periods.

Place of Performance
The services will primarily be performed in the Austin Designated Market Area (DMA) targeting local audiences.
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Overview

Agency
Tx State Preservation Board Logo Texas State Preservation Board [TX]
Opportunity ID
809-24-0018
Version
1
Response Deadline
Sept. 5, 2024 Past Due
Date Posted
Aug. 1, 2024
Est. Value Range
Experimental
$500,000 - $2,000,000 (AI estimate)
Agency Distribution
High
Source
Open
On 8/1/24 Tx State Preservation Board in Texas issued Bullock Museum Media Buying with ID 809-24-0018 due 9/4/24.

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Documents

Posted documents for Bullock Museum Media Buying

Classifications

NAICS
541430 - Graphic Design Services
712110 - Museums
541830 - Media Buying Agencies
PSC
R499 - Support- Professional: Other

Additional Details

Class Codes
91501-Advertising Agency Services; 91502-Advertising Services, Including Notice of Bid Solicitation, Statutory Notices, Legal; 91503-Advertising/Public Relations (Incl. Skywriting); 91504-Advertising, Outdoor Billboard, Etc.; 91510-*Advertising Digital;

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