SLED Opportunity · FLORIDA · PINELLAS COUNTY
AI Summary
Pinellas County seeks a domestic public relations firm to promote Visit St. Pete-Clearwater across the U.S. and Canada. The firm will manage media relations, social media, crisis communications, and creative campaigns to boost tourism and economic impact. Proposals are due by April 23, 2026.
Visit St. Pete-Clearwater requires a dedicated domestic public relations firm to strategically generate publicity and shape a positive public perception across the United States and Canada. While our destination enjoys strong recognition for its award-winning beaches, vibrant arts scene, Michelin-rated restaurants, a plethora of major events, and year-round sunshine, today’s competitive travel landscape demands proactive, sustained storytelling to maintain visibility and relevance. A specialized PR partner will bring established media relationships, regional market insight, and the ability to secure high-impact earned coverage as well as social media coverage that promotes the destination, inspires travel consideration, drives bookings, and supports our local tourism economy.
A domestic PR firm will also develop creative, attention-grabbing concepts, help us respond quickly to evolving travel trends, industry shifts, and real-time opportunities with the U.S. and Canadian media landscapes. From pitching seasonal story angles and trend-driven features to managing reputation and crisis communications, an experienced agency ensures consistent messaging and social media ambassadorship that reflects our brand positioning and community values. By leveraging data-driven insights and measurable outcomes, a PR partner will extend our reach, strengthen our competitive edge, and maximize return on investment in key domestic markets and among key demographics.
Visit St. Pete-Clearwater is the official destination marketing organization for Pinellas County on Florida’s Gulf Coast, representing 24 distinct municipalities and communities. Our destination is globally recognized for its award-winning white-sand beaches, vibrant arts and cultural assets, culinary scene, outdoor recreation, and year-round sunshine. Tourism is a primary economic driver for our community, generating significant bed tax revenue, supporting thousands of local jobs, and sustaining small businesses across the destination.
A statement describing the Proposer’s qualifications and experience in providing the same or similar services as outlined in the RFP Scope of Work. This description should include the names of the person(s) who will provide the services, including any subcontractors, their qualifications, and the years of experience in performing this type of work/services.
A proposed Statement of Work that enumerates and defines the work/services that Proposer will provide to the County to complete the Scope of Work in this RFP, including each task, deliverable, and/or goods or products comprising the services Proposer will provide, as well as a proposed completion schedule for each task or deliverable, if applicable. The Proposer’s Statement of Work shall be in a form that can be incorporated into the Services Agreement at the County’s option.
The proposed compensation to be paid by the County for the services identified in the Statement of Work and the Pricing Proposal, including the methodology for determining the compensation.
Pre-populated by the Purchasing, the purpose of this criterion is to affect an equitable distribution of contracts. This criterion is evaluated based on CCNA Continuing contract value encumbered (Purchase Orders issued) to a firm during the (2) previous completed fiscal years through current to date. The points are worth 5 percent of the overall points available and are distributed as follows:
$0 - $200,000 – 5% of points available
$200,001 - $400,000 – 4% of points available
$400,001 – $600,000 – 3% of points available
$600,001- $800,000 – 2% of points available
$800,001 - $1,000,000 – 1% of points available
Over $1,000,000 – 0% of points available
Based on a typical 1,000-point evaluation scoring process, a firm deemed to be in the $0-$200,000 category threshold would be allotted 50 points etc.
Provides points pre-populated by the Purchasing Department for minority business status as designated by the Florida State Office of Supplier Diversity, Department of Management Services. If the firm, or its sub-contractors, is designated as a minority business by the Florida State Office of Supplier Diversity, Department of Management Services, 2.5% of the total evaluation points are awarded. If the firm does not have minority business status as per the Florida State Office of Supplier Diversity, Department of Management Services, 0% of the points available are awarded.25
Respondents are expected to organize their submittals in such a manner as to facilitate the evaluation process. Submittals should be keyed or indexed to correspond with this solicitation. Responses should be correlated to the specific submittal, criterion, section or paragraph number of the solicitation being addressed.
Evaluators will make a reasonable effort to locate information in the responses; however failure to follow this suggested format may make location of critical submittal information difficult, possibly resulting in a loss of appropriate credit.
Additional documentation may be requested by the County to ensure contract compliance.
Download the below documents, complete, and upload.
See OpenGov electronic Pricing Proposal. Pricing must be submitted within the OpenGov electronic Pricing Proposal and all pricing must be completed.
An award may not be issued without proof that your firm is registered with the Florida Division of Corporations, as per Florida Statute §607.1501 www.flsenate.gov/Laws/Statutes/2011/607.1501.
A foreign corporation (foreign to the State of Florida) may not transact business in this state until it obtains a certificate of authority from the Department of State. Please visit dos.myflorida.com/sunbiz/ for this information on how to become registered.
Upload all other documents relating to this solicitation.
A. Human Trafficking Affidavit
B. Common Carrier Attestation
C. Foreign Countries of Concern Affidavit
Please confirm below that you have read and understand that these documents will be required from the awardee.
Download the below documents, complete, and upload.
Provide description. If real property, include parcel number, size, zoning, land use, location, utilities, and any additional land use information.
Example:
Parcel Number: 33/29/16/70380/400/0201
Size: 9.527 Acres (M.O.L.) (414,996 square feet) 1.157 Acres (Jurisdictional Offset Area) 8.37 Acres Usable (364,597 square feet) (includes four man-made retention ponds containing 1.18 acres)
Zoning: Industrial (M-2)
Land Use: Industrial Limited Location: 900 front feet east of Bayside Bridge, north of Roosevelt Boulevard and west of Airport.
Utilities: Pinellas County Water & City of Largo Sewer at site.
Additional Land Use Information: The Airport Master Plan has identified this property for future non-aeronautical development.
What is the minimum acceptable bid? Example $1,000.00
Will removal service be performed by the successful bidder?
Successful bidder will be required to execute the Contract substantially similar in form to the one attached hereto within ___ days of the notification of the award.
If within ___ days after notification by Pinellas County of the award, the successful respondent refuses or otherwise neglects to execute the required written Contract and/or fails to furnish or satisfy any other conditions or requirements of this solicitation, the respondent’s deposit shall be forfeited and the same shall be retained by Pinellas County. No plea of mistake in the bid or misunderstanding of the conditions of forfeiture shall be available to the respondent for the recovery of his/her/its bid security or as a defense to any action based upon the neglect or refusal to execute a written contract.
What is the most current appraisal value?
Does this solicitation require evaluation criteria? If requesting the solicitation be conducted using an RFP or RFN, select yes. For all other solicitations or if you are unsure, select no.
Which set of evaluation criteria will be included? If Selecting CCNA, do not alter the evaluation criteria.
Is this a one time or term contract?
Enter the initial term of the contract, without including any extensions, in months or days.
Ex: 60 months
Duration of the contract shall be for a period of (TERM) with unit prices adjustable (decrease/increase) at (Frequency of escalation) after the date of award (Frequency One-Time OR Annual), in an amount not to exceed the average of the Consumer Price Index (CPI) or (NTE percentage), whichever is less, for all Urban Consumers, Series Id: CUUR0000SA0, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
It is the vendor’s responsibility to request any pricing adjustment under this provision. For any adjustment to commence annually, the vendor’s request for adjustment shall be submitted between 90-120 day(s) prior to contract anniversary date, utilizing the available index at the time of request. The vendor adjustment request shall not be in excess of the relevant pricing index change. If no adjustment request is received from the vendor, the County will assume the vendor has agreed to continue without a pricing adjustment. Any adjustment request received outside of the 90-120 day(s) period above shall not be considered. County has the right to request pricing decreases at any time.
with unit prices adjustable at ___ after the date of award
Example: 12 months
after the date of award (Frequency One-Time OR Annual), in an amount not to exceed the average of the Consumer Price Index (CPI)
in an amount not to exceed the average of the Consumer Price Index (CPI) or ___ whichever is less, for all Urban Consumers, Series Id: CUUR0000SA0, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
Example: 5%
Duration of the contract shall be for a period of (TERM) with unit prices adjustable at (Frequency of escalation) after the date of award (Frequency One-Time OR Annual), in an amount not to exceed the average of the Consumer Price Index (CPI) or (NTE percentage), whichever is less, for (Custom index), Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
It is the vendor’s responsibility to request any pricing adjustment under this provision. For any adjustment to commence annually, the vendor’s request for adjustment shall be submitted between 90 -120-day(s) prior to contract anniversary date, utilizing the available index at the time of request. The vendor adjustment request shall not be in excess of the relevant pricing index change. If no adjustment request is received from the vendor, the County will assume the vendor has agreed to continue without a pricing adjustment. Any adjustment request received outside of the 90 - 120-day(s) period above shall not be considered. County has the right to request pricing decreases at any time.
... with unit prices adjustable at ___ after the date of award
Example: 12 months
after the date of award (Frequency One-Time OR Annual), in an amount not to exceed the average of the Consumer Price Index (CPI)
in an amount not to exceed the average of the Consumer Price Index (CPI) or ___ , whichever is less ...
Example: 5%
for all Urban Consumers, Series Id: __________, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
Example: CURR0100AA2
Duration of the contract shall be for a period of (TERM) with unit prices adjustable at (Frequency of escalation) after the date of award (Frequency One-Time OR Annual), in an amount not to exceed the average of the Producer Price Index (PPI) or (NTE percentage), whichever is less, for (Custom index) Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
It is the vendor’s responsibility to request any pricing adjustment under this provision. For any adjustment to commence annually, the vendor’s request for adjustment shall be submitted between 90-120 day(s) prior to contract anniversary date, utilizing the available index at the time of request. The vendor adjustment request shall not be in excess of the relevant pricing index change. If no adjustment request is received from the vendor, the County will assume the vendor has agreed to continue without a pricing adjustment. Any adjustment request received outside of the 90-120 day(s) period above shall not be considered. County has the right to request pricing decreases at any time.
... with unit prices adjustable at ___ after the date of award
Example: 12 months
in an amount not to exceed the average of the Producer Price Index (PPI) or ___, whichever is less, for ...
Example: 5%
for all Urban Consumers, Series Id: __________, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
Example: PCU3259--3259- Other chemical product & preparation mfg
Does this contract have term extensions?
The contract may be extended subject to written notice of agreement from the County and successful bidder, for (Number of Extensions) additional (Term of Extensions) period(s) beyond the primary contract period. The extension shall be exercised only if all prices, terms and conditions remain the same and approval is granted by the County Administrator or Director of Purchasing.
The contract may be extended subject to written notice of agreement from the County and successful bidder, for ______________ additional
Example: 2
additional ___________ period(s) beyond the primary contract period. The extension shall be exercised only if all prices, terms and conditions remain the same and approval is granted by the County Administrator or Director of Purchasing.
Example: 12 month
The contract may be extended subject to written notice of agreement from the County and the successful bidder(s) for (Number of Extensions) additional for (Extension Length) period(s) beyond the primary contract period. Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Consumer Price Index (CPI) or (NTE percentage), whichever is less, for all Urban Consumers, Series Id: CUUR0000SA0, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior to extension. The extension shall be exercised only if all terms and conditions remain the same and the County Administrator or Director of Purchasing grants approval.
It is the vendor’s responsibility to request any pricing adjustment under this provision. For any adjustment to commence on the first day of any exercised extension period, the vendor’s request for adjustment should be submitted at time of the extension request from the County, utilizing the available index at the time of request. The vendor adjustment request should not be in excess of the relevant pricing index change. If no adjustment request is received from the vendor, the County will assume the vendor has agreed that the extension term may be exercised without pricing adjustment. Any adjustment request received after the commencement of a new extension period may not be considered. County has the right to request pricing decreases at any time.
The contract may be extended subject to written notice of agreement from the County and the successful bidder(s) for ___ additional
Example: 2
______ period(s) beyond the primary contract period. Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Consumer Price Index (CPI) or ...
Example: 12 month
Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Consumer Price Index (CPI) or ___, whichever is less,
Example: 5%
The contract may be extended subject to written notice of agreement from the County and the successful bidder(s) for (Number of extensions) additional (Extension length) period(s) beyond the primary contract period. Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Consumer Price Index (CPI) or (NTE percentage), whichever is less, (Custom Index CPI) Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior. The extension shall be exercised only if all terms and conditions remain the same and the County Administrator or Director of Purchasing grants approval.
It is the vendor’s responsibility to request any pricing adjustment under this provision. For any adjustment to commence on the first day of any exercised extension period, the vendor’s request for adjustment should be submitted at time of the extension request from the County, utilizing the available index at the time of request. The vendor adjustment request should not be in excess of the relevant pricing index change. If no adjustment request is received from the vendor, the County will assume the vendor has agreed that the extension term may be exercised without pricing adjustment. Any adjustment request received after the commencement of a new extension period may not be considered. County has the right to request pricing decreases at any time.
The contract may be extended subject to written notice of agreement from the County and the successful bidder(s) for ___ additional...
Example: 2
___ period(s) beyond the primary contract period. Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Consumer Price Index (CPI) or ...
Example: 12 month
Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Consumer Price Index (CPI) or ___, whichever is less ...
Example: 5%
for all Urban Consumers, Series Id: __________, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
Example: CURR0100AA2...
The contract may be extended subject to written notice of agreement from the County and the successful bidder(s) for (Number of extensions) additional (Extension length)period(s) beyond the primary contract period. Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Producer Price Index (PPI) or (NTE percentage), whichever is less, (Custom Index PPI) Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior. The extension shall be exercised only if all terms and conditions remain the same and the County Administrator or Director of Purchasing grants approval.
It is the vendor’s responsibility to request any pricing adjustment under this provision. For any adjustment to commence on the first day of any exercised extension period, the vendor’s request for adjustment should be submitted at time of the extension request from the County, utilizing the available index at the time of request. The vendor adjustment request should not be in excess of the relevant pricing index change. If no adjustment request is received from the vendor, the County will assume the vendor has agreed that the extension term may be exercised without pricing adjustment. Any adjustment request received after the commencement of a new extension period may not be considered. County has the right to request pricing decreases at any time.
The contract may be extended subject to written notice of agreement from the County and the successful bidder(s) for ___ additional...
Example: 2
___ period(s) beyond the primary contract period. Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Producer Price Index (PPI) or ...
Example: 12 month
Term extensions will allow for price adjustments (Decrease/Increase) in an amount not to exceed the average of the Producer Price Index (PPI) or ___, whichever is less ...
Example: 5%
for all Urban Consumers, Series Id: __________, Not Seasonally Adjusted, Area: U.S. city average, Item: All items, Base Period: 1982-84=100 for the twelve months prior.
Example: PCU3259--3259- Other chemical product & preparation mfg
Select the meetings, if any, which will be organized during this solicitation.
Provide the street address (ex 400 South Fort Harrison Ave, Clearwater FL, 33756)
Format: Day of week, Month day, year (ex. Wednesday, February 15, 2023)
ex. 1:00 pm
Performance Security in the amount of <___> or <__> prior to execution of the contract
Example: $500 or 5% - include dollar value or percent one or the other.
or
Not Applicable
Example: $500 or 5% - include dollar value or percent one or the other.
OPTION 1: NO PRE-COMMENCEMENT MEETING = NOT APPLICABLE
OPTION 2: COUNTY REPRESENTATIVE = Upon award of bid, the County will coordinate a pre-commencement meeting with the successful Contractor. The meeting will require Contractor and the County Representative to review specific contract details and deliverable documents at this meeting to ensure the scope of work and work areas are understood.
OPTION 3: FACILITY REPRESENTATIVE = A Pre-Commencement meeting will be held after the award of the contract and before the contract has started. Facility Representatives from all departments will be present to discuss their locations and any special instructions that may need to take place.
Common Carrier Attestation used when there is a contract between a governmental entity and a common carrier or contracted carrier which is executed, amended, or renewed on or after October 1, 2022, including a grant agreement or economic incentive program payment agreement.
To include the above affidavit in this solicitation select yes. If this is not applicable to this solicitation, select no.
Foreign Countries of Concern Affidavit used when an entity has access to an individual’s personal identifying information and Beginning July 1, 2025, if a governmental entity intends to extend or renew a contract with an entity, and beginning January 1, 2024, if a governmental entity intends to accept a bid on, a proposal for, or a reply to, or enter into, a contract.
To include the above affidavit in this solicitation select yes. If this is not applicable to this solicitation, select no.
Human Trafficking Affidavit used when a contract is executed, renewed, or extended between a nongovernmental entity and a governmental entity, the nongovernmental entity must provide the governmental entity with an affidavit signed by an officer or a representative of the nongovernmental entity under penalty of perjury attesting that the nongovernmental entity does not use coercion for labor or services.
To include the above affidavit in this solicitation select yes. If this is not applicable to this solicitation, select no.
Q (FAM trip budgets ): Should bidders include the minimum of 12 media member/content creator visits each FY in their budget estimates or will the funding for these trips come from elsewhere? And if we are allocating room in our budgets for these trips can you get a little more detailed on the costs associated or alternately, subsidized with these trips? For example, are there any local partner companies (hotels, resorts, restaurants, leisure companies) that Visit St. Pete-Clearwater has established relationships with that will be sponsoring free travel, hotel, food, or leisure, or deeply discounting these expenses? Overall, while building budgets, more clarity on this topic is much appreciated.
A: We will work out a reimbursable budget with the winning agency. The budget amount will be allocated out to cover media visits and any other ancillary costs that may arise. The winning agency will invoice Visit St. Pete-Clearwater for expenses incurred relating to media visits and other pre-determined costs budgeted for in this reimbursable amount.
Q (Florida Division of Corporations): The RFP states an award may not be issued without proof that your firm is registered with the Florida Division of Corporations, as per Florida Statute §607.1501 Do we need to register prior to submitting or is that something we can do once notified we are in the final running?
A: Registration will need to be in place prior to an executed Agreement.
Q (Out-of-Pocket Budget): Can Visit St. Pete/Clearwater share the current annual out-of-pocket budget for the incumbent PR firm for this engagement?
A: We currently have an annual reimbursement account of $45,000.
Q (Budget Range): Is there an established budget range for this engagement (inclusive of agency fees and annual program expenses) that would help guide the scale and approach of our proposed program?
A: The last question on the RFP provides applicants to provide a requested amount of compensation. Setting or requiring a set amount would not be appropriate and would taint the application process.
Q (Annual Retainer Budget): Can Visit St. Pete/Clearwater share the current annual retainer for the incumbent PR firm for this engagement?
A: The current monthly retainer is $10,000.
Q (Finalist Interviews/Presentations): Does Visit St. Pete/Clearwater anticipate including finalist interviews or in-person presentations as part of the evaluation process for this RFP? If so, could you share the expected format and timing?
A: More information will be posted on OpenGov after Phase 1 evaluations. Currently there is not a decision on if presentations will happen.
Q (Start Date): Based on the RFP timeline, what is the anticipated start date for services?
A: Anticipated start is June 1, 2026, or when agreement is reached. Whichever comes first.
Q (Evaluation Committee): Who is the Evaluation Committee made up of?
A: Directors at the CVB and local community members who work in tourism.
Q (Influencer Marketing): Does Visit St. Pete/Clearwater contract a separate agency for paid social and influencer marketing?
A: We currently work with a third party for an influencer program but we intend for the selected agency to be very involved in programmatic social media coverage and promotion of the destination.
Q (No subject): Within this new scope of work, which PR metrics or outcomes are you most focused on improving compared to recent years with your current agency?
A: Quality coverage and promotion of the destination.
Q (No subject): Are there specific areas where you feel current PR efforts are underperforming or under-resourced?
A: This RFP process is not a reflection on the current agency, but more so an internal process to ensure we are being forward looking in our approach to earned coverage and the role the PR agency plays in our overall approach to destination marketing.
Q (No subject): What factors have contributed to successful agency partnerships in the past, and what challenges have you encountered?
A: Proactive thinking and approach and coordination with our fellow agencies
Q (No subject): Are there specific business priorities (e.g., growth areas, new markets, reputation shifts) that this SOW should directly support?
A: We will lean on our agency to guide us to the best plan of action to support our overall marketing plan.
Q (No subject): Which competitors or peer organizations do you feel are executing PR particularly well?
A: We envision ourselves as a brand and would challenge our PR agency to do the same – not necessarily just a destination. The scope of brands that do PR well is too large to list here, but the concept of thinking outside the traditional destination marketing tactics is something we are interested in exploring further.
Q (No subject): Will the incumbent agency be participating in this RFP process?
A: The process is open to all interested agencies.
Q (Success Metrics): In 12 months, how will you see this program as a win? Do you have an overall business objective for FY26 you can share?
A: This partnership will have a longer lens than just one year. It should be future looking and not only about immediate results, but long term gains in overall ability to grow brand and drive visitation to our destination. PR is a strong component of promotion and awareness and should work hand in hand with marketing to create awareness and ultimately convert to booking.
Q (No subject): The RFP states that the 2 media missions must differ from Visit Florida missions or existing media marketplaces. Can you provide access to Visit Florida’s calendar of existing missions?
A: This is not yet available beyond July 1, 2026
Q (No subject): The RFP indicates the selected agency should plan for 2 media missions. Can you identify the most important markets?
A: To be determined in conjunction with marketing agency, but domestic focus is Midwest and Northeast areas as well as Toronto.
Q (Verticals): The RFP references important business development verticals. Can you elaborate on what those verticals are?
A: Focus areas for business development include, but not limited to, Meetings/Groups, Sports and Film Commission.
Q (Influencer marketing): How are influencer marketing fees handled? Are there separate budgets for the hard costs to be paid to select influencers?
A: We have separate allotted budget for influencer marketing.
Q (No subject): Is there any flexibility on the monthly agency retainer? Given the scope of work, a budget range of $12,000 - $15,000 may be more realistic.
A: The required fees is part of the RFP question to be submitted and reviewed by the committee.
Q (No subject): What is the breakdown for work to be managed by your internal PR team versus what will be handled by the selected agency partner? Specifically, press trips itinerary preparation and hosting and social media strategy vs.content development and execution.
A: The VisitSPC internal team is very involved in organizing trip specifics and partner outreach. We are seeking an agency to provide guidance, recommendation and, most importantly, strategy for public relations (which includes influencer and content creators).
Q (Local PR): Will local PR coverage/advocacy fall in the outlined scope of work noted in this RFP? Or does the internal Visit St Pete’s PR team handle this?
A: Internal team will handle the large majority for local media outreach.
Q (No subject): Who is the incumbent PR firm? As a government entity, we assume this should be public record. Can you acknowledge the name of the incumbent or provide a link to public records where they are identified?
A: The incumbent is NJF Communications, a division of MMGY Global, LLC d/b/a MMGY NJF. Search the following in the link provided: 21-0269-LI Public Relations Services-Domestic U.S. and Canada https://procurement.opengov.com/portal/pinellasfl/contracts?limit=20&page=1
Q (Misc.): What is one area you feel has been lacking as part of your earned/PR efforts?
A: Not lacking, just curious if there are other approaches we should be considering.
Q (Sponsorships/Partnerships): Are there any existing sponsorships/partnerships that we should consider as part of the RFP response?
A: Not that we are aware of.
Q (Priorities): Of the outlined scope elements (e.g., media relations, influencer/social media strategy, press trips, partnerships, etc.), are there higher priority items in year one?
A: No.
Q (KPIs): Can you provide more detail on the key performance indicators that will be used to evaluate success (e.g., earned media volume, quality of placements, reach, overall visitation)?
A: Ultimate KPI is TDT collection, everything builds up to that. We focus on number of placements and value of placements in regard to traditional media. Social evaluation revolves around engagement and conversion (where applicable).
Q (Agency): Does the chosen agency need to have a team in-market/locally?
A: Not a requirement.
Q (Contract): Does Pinellas County intend to award this contract to a single agency partner or multiple agencies for domestic PR services?
A: This is an RFP for a single agency to handle PR domestically, including Canada.
Q (Audience): Can you clarify the priority markets and audience segments within the U.S. and Canada?
A: We try not to pigeonhole into certain markets. But, traditionally visitors originate from within the state of Florida, Atlanta, the Northeast and Midwest. We look to appeal to affluent families in the Millennial/Gen X range, Young Urban Explorers, Mature Couples and Meeting/Event/Sporting Event planners.
Q (Biggest Opportunity): What is the single biggest opportunity for the destination over the next 12–24 months?
A: Many opportunities exist because of the diversity of events and experiences in the destination. We have new Michelin entrants every year, we are hosting the stopover for The Ocean Race in 2027, we host some of the top annual college tournaments, we have MLS partnerships as well as partnerships with all three Major League sports, we are home to the top fishing charter in America, we have three major golf tournaments, we are developing an arts-focused programmed month, and the list goes on and on.
Q (Breakthrough Moment ): What would a truly breakthrough PR moment look like for the destination?
A: We are not looking to make just one big impact. PR actions should be complimentary to all marketing and business initiatives. Every opportunity we get to elevate a message, create a unique promotion, or add someone to the funnel should be a home run effort.
Q (Historical Benchmarks): Are there benchmarks from previous agencies or internal efforts we should be aware of?
A: No.
Q (PR to Impact Attribution ): How do you currently connect PR performance to visitation and economic impact?
A: PR performance is measured through KPI’s and reported out through ad equivalency dollars. We also measure the effectiveness of a published piece through a Barcelona scoring-type assessment. We also include earned media recall as part of our visitor and brand effectiveness studies.
Q (Reporting Structure & Cadence ): What does an ideal reporting structure and cadence look like?
A: We would meet weekly one-on-one, once monthly with all PR agencies around the globe and at least once bi-monthly with the marketing/ad agencies. All information for coverage is entered into CRM so that reports may be able to be pulled efficiently and a brief monthly recap is requested summarizing activities. When coverage is secured, an email flagging said coverage is requested. Also open to discussing suggestions for more efficient manners of reporting if so desired.
Q (Available Assets): What assets and resources are available to support storytelling (i.e. data, visuals, spokespeople)?
A: Any and all. We have a media site set up - https://www.visitstpeteclearwater.com/media - and we have readily available spokespersons.
Q (Influencer Role in PR): What role should influencers and creators play within the broader PR ecosystem?
A: They should be supplemental and intertwined with storytelling and promotion.
Q (Influencer Success Metrics): How do you define success for influencer partnerships?
A: Creating integrated ROI measurements as part of partnership when available. Asking ourselves how this content can go further in the promotion and conversation capabilities of a partnership than just a single post.
Q (Platform & Content Priorities ): Are there priority social media platforms or content formats we should focus on for this RFP?
A: Any and all.
Q (Social Media Content): Is the agency responsible for content creation for owned social media channels?
A: No.
Q (Creators): You mention the need for “social media coverage/ content creation, social media and marketing adjacent opportunities.” Would the agency be responsible for both paid and earned content creators?
A: In short, yes. But it is a collaborative effort to integrate social media content creators into the PR planning.
Q (Destination Promotion): Is your goal to get visitors to visit both St. Pete & Clearwater destinations in one trip, or do you perceive the demo to be distinctly different and you market the destinations as truly two separate entities?
A: The destination is St. Pete-Clearwater, covering the entirety of Pinellas County, Fla. and the 24 municipalities within. Our goal is to drive visitation to the entire destination.
Q (KPIs): Are bidders expected to propose measurement-based KPIs as part of their proposals, or will these be determined collaboratively once a contract is awarded?
A: They are determined, but open to discussing other KPIs that may be important to the agency.
Q (Visitor Profile): How would you like your visitor profile to evolve over the next 5 years?
A: That is not in our consideration set.
Q (Political Climate and Canada Visitation): How has the current political climate affected Canadian visitation in 2025/2026?
A: Current geopolitical headwinds have had an impact on international visitation overall, but not as much as other areas of the US. We feel that our connection with Toronto as the spring home of the Blue Jays positions us stronger than other Florida and US destinations when it comes to the Canadian market. Additionally, we have several air service options into Tampa International Airport as a benefit.
Q (Budget): Do you anticipate an increase to the $160,000 annual PR contract fee noted for the FY 2025 budget?
A: There is a prompt in the RFP that pertains to budget. All applicants may answer how they see fit and the committee will weigh those answers as part of the process.
Q (KPI question): Are bidders expected to propose measurement-based KPIs as part of their proposals, or will these be determined collaboratively once a contract is awarded?
A: We would not expect respondents to propose KPIs as part of the proposal. We have set KPIs and will definitely consult with our agency on all PR-related measurements.
Q (Certificate of Insurance with Proposal): Is a COI required with proposal submission? Or is the COI only required at time of contract award?
A: Please see section 5 Insurance Requirements, specifically 5.1 and 5.2.
Q (No subject): What destinations would be considered direct competitors and therefore a conflict of interest?
A: A “direct competitor” refers to any organization providing the same or substantially similar services as those requested in this RFP that could create a conflict in terms of objectivity, confidentiality, or unfair advantage.
Q (No subject): Does VSPC consider an agency working with a direct competitor a “conflict” and therefore eliminate them from this RFP process?
A: A “direct competitor” refers to any organization providing the same or substantially similar services as those requested in this RFP that could create a conflict in terms of objectivity, confidentiality, or unfair advantage.
Q (Marketing/Advertising Plan): Could you please share the current FY26–27 marketing and advertising plan? I understand priorities may shift based on current events or weather, but it would be helpful to have the most comprehensive and up-to-date version available.
A: Our fiscal year ends on Sept. 30. The selected agency will be focused on building out planning for FY27 and beyond.
SLED stands for State, Local, and Education. These are solicitations issued by state governments, counties, cities, school districts, utilities, and higher education institutions — as opposed to federal agencies.
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