ANCHORAGE, AK: Alaska's Department of Commerce, Community, and Economic Development is seeking a firm to plan and implement a multi-faceted communications initiative to promote the state on a national and international level as a good place to do business.
The scope of work is focused on developing the state's marketing initiatives around its minerals, forest products, agriculture, film, and other programs that highlight products made in Alaska. The contract is expected to be worth up to $700,000, according to the RFP.
While the state said it has done a strong job of promoting itself as a tourist destination and a seafood hub, “it has a limited market presence in other key industries,” according to state documents. In addition to PR, the contract includes branding, marketing, and research components.
The winning contractor will be expected to create a proactive media relations campaign plan that includes speaking engagements and social and traditional media outreach.It will also arrange media trips to Alaska for events and meetings with industry officials, according to the RFP.
The winning firm will also align Alaska's branded programs under a revitalized “Buy Alaska” website to increase the purchase of goods and services by consumers, businesses, and government entities.
As part of a specific Buy Alaska campaign, the contractor will be required to develop key messages targeted to residents that encourage buying local. The strategy will focus on education about local vs. non-local spending and also feature success stories about Alaskan businesses, according to the RFP.
There is no incumbent on the project, a procurement officer said. RFPs are due January 16, and a contract is expected to be awarded by March.
Last year, Alaska re-signed long-time incumbent Thompson & Co. to provide tourism PR services. That contract is worth up to $6 million.