RFP 2026 15 PUBLIC RELATIONS MARKETING

REQUEST FOR PROPOSALS (RFP)
SOLICITATION NO. RFP-2026-15
FOR
PUBLIC RELATIONS & MARKETING SUPPORT
SERVICES
FOR
NORTHWEST FLORIDA BEACHES INTERNATIONAL
AIRPORT (ECP)
PANAMA DISTRICT - BAY COUNTY AIRPORT AND INDUSTRIAL
DISTRICT 6300 WEST BAY PARKWAY, SUITE A
PANAMA DISTRICT, FLORIDA 32409
PHONE: (850) 636-8950
www.iflybeaches.com
September 23, 2026

RFP-2026-15 PUBLIC RELATIONS & MARKETING SUPPORT SERVICES
NOTICE TO RESPONDENTS
The Panama City - Bay County Airport and Industrial District ("District") is accepting sealed
Proposals from a firm or team to provide integrated public relations ("PR") and marketing support
services ("Services") to promote the Northwest Florida Beaches International Airport ("Airport" or
"ECP").
Responses must conform to Section 287.133(3) Florida Statutes, with respect to Public Entity
Crimes. A mandatory Pre-Proposal meeting will be held September 29, 2026, at 10:00 AM CDT,
at on the second floor of the Terminal Building, in the Airport Board Room. Please enter the door
labeled "Admin Office" directly behind the TSA lines and proceed to the second floor where you
will check in with reception. Virtual attendance shall be offered via Zoom, link provided below.
Individuals attending via Zoom shall join the link below and register their company name and the
representative's name for that company in the chat and must be in attendance for the duration of
the pre-proposal meeting to be eligible to respond to this RFP.
All proposals must be received no later than October 20, 2026, at 2:00 PM CDT at which time all
Bids will be publicly opened and read.
The Request for Proposal documents may be downloaded online at www.demandstar.com or at
the District's website at www.iflybeaches.com under Airport Business starting September 23,
2026.
* One original and three copies along with a USB flash drive of the Technical Response,
and one original of the Financial Response Form in a separate sealed envelope, are to
be delivered to the District at the address below. Any sealed proposals submitted on
paper must identify and clearly mark the bid # RFP-2026-15 PUBLIC RELATIONS &
MARKETING SUPPORT SERVICES on the package. Receipt of a proposal by any
personnel other than a representative in the Administrative Office does not constitute
"receipt" as required by this solicitation. The District's time stamp shall be conclusive as
to the timeliness of receipt.
All paper submittals shall be sealed and delivered or mailed to:
Gerri Lynn Faircloth
Contracts and Procurement Manager
Panama City - Bay County Airport and Industrial District
Administrative Office
6300 West Bay Parkway, Suite A
Panama City, Florida 32409
Email: procurement@pcairport.com
Phone: 850-636-8590
The District's Standard Terms and Conditions are included with this solicitation and provisions
applicable to the procurement process and selection to apply to this solicitation. All updates shall
be posted on OpenBids (formerly DemandStar) only.
It is the sole responsibility of the Respondents to determine if any addenda have been issued.
The due date for questions will be 12:00PM CDT (NOON) ON OCTOBER 5, 2026. All questions
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RFP-2026-15 PUBLIC RELATIONS & MARKETING SUPPORT SERVICES
regarding the solicitation documents shall be directed to Gerri Lynn Faircloth, Contracts and
Procurement Manager, via email: procurement@pcairport.com. This includes any questions
or requested changes to the Agreement for services with this proposal. Should the District
receive official questions the District shall provide answers via an addendum to the solicitation.
Contact with any other District official or District employees for the purpose of inquiries regarding
this solicitation or the meaning or interpretation of these specifications shall be grounds for
disqualification.
SOLICITATION TIMELINE:
Listed below are specific and estimated dates and times of actions related to this RFP. The
milestones with specific dates must be completed as indicated unless otherwise changed. If it is
necessary to change any of the specific dates and times, an addendum to this RFP will be issued.
EVENT TIME DATE
Solicitation Release Date 4:00 PM CDT September 23, 2026
Mandatory Pre-Proposal Conference 10:00 AM CDT October 1, 2026
Questions from Proposers to warrant a
12:00 PM CDT October 5, 2026
response/Addendum
Final Addendum Release 4:00 PM CDT October 9, 2026
Proposals - Deadline & Opening 2:00 PM CDT October 20, 2026
Review Committee Ranking - Public
2:00 PM CDT November 2, 2026
Meeting
Estimated Board Award 9:00 AM CDT November 18, 2026
The District reserves the right to accept or reject any and all Responses in whole or in part, to
waive informalities in the RFP documents, to obtain new Proposals, or to postpone the opening
of RFP, or proceed by whatever means as allowed by law. Each Proposal shall be valid for a
period of ninety (90) days after opening.
The District adheres to the Americans with Disabilities Act and will make reasonable
accommodations for access to the opening by an individual with a disability upon notice 48 hours
prior to the meeting. Please call Gerri Lynn Faircloth to request access.
In the event of any conflict between this RFP and the District's Standard Terms and Conditions,
this RFP shall prevail. For more information on the District's purchasing policies and procedures,
or to review the District's Purchasing Policy, please visit the District's website at
https://www.iflybeaches.com/documents/3-8-procurement-policy.
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RFP-2026-15 PUBLIC RELATIONS AND MARKETING SUPPORT SERVICES
REQUEST FOR PROPOSALS
1. INTRODUCTION: The District requests proposals from qualified Respondents with
demonstrated experience to provide public relations and marketing support services for the
needs of promoting the Northwest Florida Beaches International Airport. The awarded
Respondent, at a minimum, will be responsible for advertisements, establishing and building
upon public relations, crisis communication planning and support, publications and collateral
material, and community and media relations.
Respondents must be registered to do business in Florida (or eligible to obtain such
registration before contract execution), possess all required licenses (if applicable), submit a
complete proposal responsive to this RFP, and have at least five (5) years of relevant
experience in the services described in the Scope of Services performed within the last ten
(10) years as further described herein.
2. BACKGROUND: The District is an independent special district with no taxing authority. It is
governed by a seven-member Board of Directors appointed by the City of Panama City Beach,
the City of Panama City, Bay County, and Walton County. The District operates Northwest
Florida Beaches International Airport in accordance with applicable Federal Aviation
Administration (FAA) requirements, Florida law, and public procurement requirements.
The District generally meets monthly in publicly noticed meetings. Airport operations are
funded through Airport-generated revenues, including airline use, concessions, leases,
parking, fuel sales, hangar leases, and other operating revenues. No ad valorem tax revenues
are used in airport operations, development, or expansion.
The Airport is situated on approximately 4,000 acres and includes commercial air service,
charter activity, general aviation facilities, two fixed base operators, hangars, maintenance
and repair facilities, and an operating control tower. The airfield includes a 10,000-foot runway.
Airport Traffic Information
The table below summarizes total passenger activity reported in the staff draft. The District
may update these informational figures by addendum before issuance.
Year Total Passengers
2020 822,236
2021 1,598,492
2022 1,520,783
2023 1,660,479
2024 1,878,945
2025 1,937,224
2026 (through June) 1,024,926
Reservation of Rights
The District reserves the right to:
* Accept or reject any and all proposals, in whole or in part.
* Conduct investigations of proposer qualifications and inspect proposer facilities or
operations as deemed necessary.
* Waive minor informalities or irregularities and request clarifications consistent with Florida
law.
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RFP-2026-15 PUBLIC RELATIONS AND MARKETING SUPPORT SERVICES
* Reject all proposals and resolicit if the District determines it is in its best interests to do
so.
* Retain all proposals and use ideas presented in a proposal regardless of whether that
proposal is selected.
Drug-Free Workplace
Respondents must submit the Drug-Free Workplace certification included with this RFP with
their proposal.
Independent Contractor
The selected Respondent will be an independent contractor and not an employee, servant, or
agent of the District. Nothing in the resulting agreement will create a partnership, joint venture,
or common enterprise between the parties.
Insurance Requirements
Insurance requirements are contained in the Agreement and must be met by the successful
Respondent. The Panama City-Bay County Airport and Industrial District shall be named as
an additional insured on all liability policies. Certificates of insurance must be furnished before
contract execution or commencement of work, as applicable. Policies shall provide at least
thirty (30) days advance written notice of cancellation, non-renewal, reduction in coverage, or
material modification.
Badging, Safety, and Security
The selected Respondent, its employees, agents, invitees, and subcontractors must comply
with all applicable Airport security rules and Transportation Security Administration
requirements. Individuals requiring unescorted access to secured areas must obtain Airport
identification badges, complete all required security training, pass any required security threat
assessment, and pay all applicable fees. The selected Respondent is responsible for ensuring
that all personnel and vehicles operating on Airport property comply with Airport badging,
escort, driver training, insurance, identification, and safety rules.
Warranty and Quality of Work
The selected Respondent warrants that all services provided will conform to the requirements
of the contract documents and be performed in accordance with the professional standards
of the industry.
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RFP-2026-15 PUBLIC RELATIONS AND MARKETING SUPPORT SERVICES
SCOPE OF SERVICES
BACKGROUND AND OBJECTIVES
Panama City - Bay County Airport and Industrial District ("District") is seeking a qualified firm or
team to provide integrated public relations ("PR") and marketing support services ("Services") to
promote the Northwest Florida Beaches International Airport ("Airport" or "ECP").
The objective is to raise awareness of the Airport's air services and amenities to increase
passenger traffic and enhance stakeholder engagement. The selected firm will act as a strategic
communications and marketing development partner, aligning PR and marketing activities with
the Airport's strategic plan, financial targets, and regulatory requirements. Services include, but
are not limited to, the following:
a. Advertising;
b. Public Relations;
c. Event Planning;
d. Crisis Communications Planning and Support;
e. Publications, Newsletter, and Collateral Material creation; and
f. Community and Media Relations.
GOALS
The District intends to contract with a firm that will assist in meeting the following goals and
objectives while ensuring compliance with all applicable local, federal and state laws, rules
regulations, and Airport policies:
a. Increase positive media coverage and public visibility for the Airport;
b. Strengthen brand equity and consistent messaging across channels;
c. Build and maintain productive relationships with airport tenants, industry associations,
tourism partners, local government, and community stakeholders; and
d. Provide data-driven insights, measurement, and accountability for all activities.
Scope of Work (Integrated and Interconnected Services)
The following scope is intended to be delivered holistically. Respondents may organize teams to
meet the requirements detailed herein, but at a minimum, proposals shall clearly cover the
components described herein.
1. Public Relations and Communications
a. Strategizing and Planning: Develop and implement a comprehensive PR strategy and an
annual media plan aligned with Airport goals.
b. Media Relations: proactive pitch development, press releases, media advisories, interview
coordination, and inbound media inquiries; building ongoing relationships with local,
national, and industry outlets; and crisis communications planning and response.
c. Executive Communications: messaging for the CEO and Marketing Manager, Marketing
and Communications; ghostwrite speeches, opinion editorials, and talking points; media
training for senior staff.
d. Content and Assets: create and maintain a newsroom/information hub, fact sheets,
backgrounders, FAQs, and press kits; and oversee social and multimedia content (video,
photography), as needed.
e. Monitoring and Analytics: media monitoring, sentiment analysis, competitive
benchmarking; monthly reporting with key performance indicators (KPIs) and actionable
recommendations.

RFP-2026-15 PUBLIC RELATIONS & MARKETING SUPPORT SERVICES
f. Thought Leadership and Community Outreach: coordinate with local business groups
such as chambers of commerce, tourism boards, and auxiliaries.
g. Meetings: organize press events and briefings as well as special events as appropriate.
2. Marketing and Brand Management
a. Brand Strategy and Identity Governance: ensure consistency of voice, tone, and visual
identity across all channels; refresh brand and guidelines as needed.
b. Campaign Development and Digital Marketing: integrated campaigns (search, social,
display, email) to raise awareness, promote routes, and drive engagement; search engine
optimization and monetization (SEO/SEM) strategy; landing pages; conversion tracking.
c. Website and Content: updates to www.iflybeaches.com website; content calendar;
blog/newsroom; Airport landing pages for routes and promotions.
d. Advertising and Partnerships: media planning/buying across traditional and digital
channels; sponsorships and partnerships with tourism boards, regional attractions, and
local businesses; influencer collaborations when appropriate.
e. Events and Promotions: coordination of route announcements, open houses, and other
promotional events.
f. Measurement and Optimization: quarterly analytics reports with return on ad spend
(ROAS), click-through rate (CTR), conversion metrics, and recommended optimizations.
g. Media Training for organizational leadership and Board of Directors as requested.
3. Data, Reporting, and Evaluation
a. Establish and maintain performance dashboards for PR and marketing activities.
b. Regular Reporting Cadence: monthly status updates, quarterly deep-dives, and an annual
performance report against milestones and KPIs.
c. Establish success metrics and return on investment (ROI) models for campaigns, brand
and initiative efforts as requested.
4. Stakeholder Engagement and Governance
a. Coordinate with District leadership, tenants, tourism authorities, local government, and
community groups.
b. Provide communications support for public meetings, hearings, and stakeholder briefings.
c. Maintain a transparent line of communication and documentation for all major initiatives.
5. Deliverables
Deliverables shall include, but not be limited to, the following
a. Annual PR and Marketing Plan and calendar;
b. Brand guidelines and updated asset library;
c. Press kits, Q&A documents, and executive briefing materials;
d. Content and creative assets for copy, visuals, video scripts, social content calendars;
e. Final project closeout report with learnings and recommendations; and
f. Monthly analytics and performance reports.
6. Budget and Expenditures
a. All cost associated with performing the services described herein shall be submitted on
an annual basis with a fixed fee that will be divided into twelve (12) equal installments.
b. Contractor shall be compensated for all services performed or procured in the scope of
services. Contractor shall provide a projected budget to include all software, subscriptions,
promotional activities and materials to the District on an annual basis 30 days prior to the
end of the current year. Budgets shall include supporting documentation to evidence the
cost associated with all services.
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RFP-2026-15 PUBLIC RELATIONS & MARKETING SUPPORT SERVICES
c. Ad hoc services will be billed at the hourly rates submitted in the proposal and production
or purchase of material used in the ad hoc service shall be a reimbursable cost to the
extent the District agrees in writing of the associated cost. Invoicing and Payment for ad
hoc services will be monthly; net [30] days; receipts required for reimbursable costs.
d. Compliance: All activities must comply with applicable local, state, and federal laws,
FAA/DOT guidelines where applicable, and Airport policies.
7. Confidential Information
The Contractor will protect, defend, indemnify, and hold harmless the District for claims, cost,
fines and attorney fees arising from or relating to its designation of materials that are trade
secret or otherwise confidential.
8. Ownership and Assignment of Intellectual Property
The following provisions shall apply to all services under this Contract.
a. Work Made for Hire. The Contractor shall agree that all materials, including but not limited
to marketing campaigns, public relations materials, press releases, copy, graphics, logos,
videos, data, and strategies, created, developed, or produced by the Contractor (either
solely or jointly with others) for the District under this Agreement (collectively, the
"Deliverables") shall be considered a "work made for hire" to the maximum extent
permitted by applicable copyright law.
b. Assignment of Rights. To the extent any deliverable does not qualify as a "work made for
hire," the Contractor hereby irrevocably, unconditionally, and perpetually assigns,
transfers, and conveys to the District all right, title, and interest worldwide in and to such
Deliverables. This includes all intellectual property rights, copyrights, trademarks, trade
secrets, and patents, effective immediately upon the creation of the work, without the
need for further compensation or documentation.
c. Third-Party Materials. If the Contractor incorporates any third-party materials (such as
stock photography, fonts, open-source software, or music) into the deliverables, the
Contractor must secure all necessary perpetual, worldwide, royalty-free licenses for the
District's benefit. The Contractor must notify the Company in writing of any such third-
party elements and their respective licensing terms must be documented and approved
prior to incorporation.
d. Contractor Background IP. The Contractor retains ownership of its pre-existing
methodologies, frameworks, proprietary software, and tools used to create the
deliverables ("Background IP"). However, the Contractor hereby grants the District a non-
exclusive, perpetual, worldwide, royalty-free license to use, modify, and display any
Background IP embedded within the deliverables to the extent necessary for the full
enjoyment and use of the deliverables.
e. Contingency Upon Payment. Notwithstanding anything to the contrary in this Contract,
the assignment of intellectual property rights set forth in this Contract shall become
effective only upon the District's payment in full of all undisputed invoices and fees due
to the Contractor for the creation of those specific deliverables. Prior to such payment,
the Company shall have a temporary, revocable, non-exclusive license to review and
evaluate the deliverables solely for the purpose of approval and testing, but shall have
no right to use, publish, or commercially exploit the deliverables.
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RFP-2026-15 PUBLIC RELATIONS & MARKETING SUPPORT SERVICES
9. Compliance and Local Requirements
* EEO and Diversity: Compliance with equal opportunity and applicable local diversity
requirements.
10. Accessibility
* Accessibility of Materials: All materials shall be accessible to persons with disabilities;
provide alternate formats if requested.
* Community Engagement: Any commitment to engage with local communities,
including opportunities for public input and feedback.
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RFP-2026-15 PUBLIC RELATIONS & MARKETING SUPPORT SERVICES
APPENDIX A
DETAILED SCOPE OF WORK BY TASK AND DELIVERABLE
A. TASK AND DELIVERABLE
Establish project governance, communication protocols, and develop an integrated Public
Relations and Marketing Strategy.
Task 1 - Project Initiation and Strategic Planning
Activities
* Conduct project kickoff meeting with District leadership.
* Review existing marketing materials, branding, communication plans, strategic plans,
and performance data.
* Identify key stakeholder groups and communication priorities.
* Develop annual Public Relations and Marketing Strategic Plan.
* Develop annual editorial and campaign calendar.
* Establish project management and reporting processes.
Deliverables
* Project Management Plan
* Communications Protocol
* Annual Public Relations Strategy
* Annual Marketing Strategy
* Annual Editorial Calendar
* Campaign Calendar
Task 2 - Public Relations and Media Relations
Activities:
* Develop proactive media outreach campaigns.
* Prepare and distribute press releases and media advisories.
* Coordinate interviews and media opportunities.
* Maintain media contact database.
* Respond to media inquiries.
* Develop crisis communication messaging and response materials.
* Coordinate press conferences and special events.
* Prepare executive talking points, speeches, and presentations.
Deliverables
* Press Releases
* Media Advisories
* Media Lists
* Executive Briefing Materials
* Crisis Communication Plan
* Press Kits
* Interview Preparation Materials
* Monthly Media Activity Reports
Task 3 - Marketing and Brand Management
Activities
* Maintain brand consistency across all platforms.
Scope of Services Page 5 of 8