RFP Advertising Services Term Contract



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The Virginia Alcoholic Beverage Control Authority (“Virginia ABC”) and its nearly 4,000 employees are proud to serve the Commonwealth of Virginia as an independent political subdivision and one of 11 public safety agencies working with the Secretariat of Public Safety and Homeland Security. The Authority administers ABC laws with an emphasis on public safety by ensuring an orderly and regulated system for convenient sales and responsible consumption of alcohol.

With more than 380 stores in convenient locations throughout the Commonwealth, Virginia ABC is dedicated to providing those of legal age with an enjoyable, modern shopping environment. Considerable planning is involved in determining locations for new stores to ensure optimum customer service. Virginia ABC also strives to make sure that customers can easily obtain the spirits they want by being timely and nimble in response to market changes, product availability, and consumer desires. Virginia ABC offers a wide selection of merchandise – including mixers, vermouth, and Virginia-made wines in addition to liquor – with more than 2,900 items available in its product catalog.

Virginia ABC’s Marketing and Merchandising Department focuses on growing sales through consumer engagement and product management initiatives. Consumer engagement includes branding, consumer communications (in-store, TV, radio, social media, email, digital, website), and promotional programs. Product management includes product selection, product delisting, category management, in-store merchandising, and retail best practices. Marketing and merchandising strategies focus on consumer product education (heritage, usage ideas), consumption occasions (entertaining, tailgating, etc.), encouraging trial, promoting new products, improving the “shopper journey” by creating a more inviting store environment, and simplifying consumer choice.

The Communications Division speaks on behalf of all of Virginia ABC. The Communications Division is responsible for internal and external communications, photography and graphic design. Utilizing tools such as news releases, e-newsletters, social media, website content, SharePoint postings and more, the division provides accurate and timely communications to the media, public and employees.

Through its Education and Prevention Division, Virginia ABC leads the Commonwealth in alcohol prevention and public education initiatives through a robust offering of training and materials for use by licensed establishments, community groups and parents around the Commonwealth.

The purpose of this Request for Proposal (RFP) is to solicit proposals from qualified Offerors to establish a term contract, through competitive negotiations, to provide advertising services, more particularly described in the below Statement of Needs, for the Marketing and Merchandising, Communications, and Education and Prevention divisions.