SOCIAL MEDIA SERVICES

Cherelle L. Parker, Mayor
Tracy Borda, Interim Chief Executive Officer, Philadelphia International Airport
The City of Philadelphia
WORK SUMMARY:
The City of Philadelphia, through the Department of Aviation, is seeking a qualified firm to
provide day-to-day execution and implementation of paid and organic social media activities
in support of Philadelphia International Airport's communications objectives. The Applicant
will work closely with the communications team at Philadelphia International Airport (PHL) to
execute approved campaigns, publish content, manage paid media, develop creative assets,
and provide performance reporting across the organization's five social media channels.
PROPOSED COMPENSATION:
The contract will be awarded on a not-to-exceed basis of $225,000.
RFP ISSUE DATE:
8/27/26
RESPONSE DEADLINE:
No later than 5 pm Philadelphia Time on September 17, 2026 A complete proposal must be
submitted by this time to be considered. Proposals in-process are incomplete.
PRE-PROPOSAL MEETING:
Not Applicable
OFFICIAL RFP CONTACT:
Shannon Clark
Procurement Specialist 2
Shannon.clark@phl.org
SUBMISSION REQUIREMENTS:
All proposals must be submitted electronically to the correct contract opportunity established
for this RFP (identified by opportunity number) through eContract Philly at
https://philawx.phila.gov/econtract/

REQUEST FOR PROPOSALS FOR
SOCIAL MEDIA AGENCY SERVICES
TABLE OF CONTENTS
1. INTRODUCTION ................................................................................................................ 5
1.1 Values ................................................................................................................. 5
1.2 Contracting with the City of Philadelphia .................................................................. 5
1.3 Contacting Us ....................................................................................................... 6
1.4 Feedback about this RFP ........................................................................................ 6
2. THE OPPORTUNITY ............................................................................................................ 7
2.1 Summary ............................................................................................................. 7
2.2 Background.......................................................................................................... 7
2.3 RFP Schedule ........................................................................................................ 9
2.4 Outcome Goals ..................................................................................................... 9
2.5 Award Terms ...................................................................................................... 10
3. SCOPE OF WORK ............................................................................................................... 10
3.1 Description of Services ........................................................................................ 11
3.2 Performance Metrics, Contract Management & Payments ...................................... 15
4. HOW TO SUBMIT YOUR RESPONSE ............................................................................ 16
4.1 What You Must Include in Your Proposal ............................................................... 16
4.2 How To Submit Your Application ........................................................................... 19
4.3 Proposal Binding ................................................................................................ 21
5. HOW WE CHOOSE ......................................................................................................... 21
6. GENERAL RULES GOVERNING RFPs/PROPOSALS ....................................................... 22
6.1 Health Insurance Portability and Accountability Act (HIPAA) .................................... 24

6.2 Special Rules Applicable to Joint Ventures .............................................................. 24
6.3 Mandatory Political Contribution Disclosures and Penalties ..................................... 24
6.4 Political Contribution Limits for City Contractors .................................................... 25
6.5 City Employee Conflict Provision ........................................................................... 25
6.6 Reservation of Rights ........................................................................................... 25
6.7 Confidentiality and Public Disclosure..................................................................... 25
APPENDICES ...................................................................................................................... 27
Appendix A - General Provisions ................................................................................ 27
Appendix B - City of Philadelphia Tax and Regulatory Status and Clearance Statement .... 28
Appendix C - The Small and Local Business Plan ....................................................................... 29
Appendix D - Insurance Requirements....................................................................30

1. INTRODUCTION
1.1 Values
The City of Philadelphia is committed to ensuring all businesses have access to contracting
opportunities with the City and seeks to promote the economic development of small and local
businesses.
IF ELIGIBLE, YOU ARE ENCOURAGED TO:
Apply for Local Business Entity (LBE) certification with City's Procurement Department. If
you provide your LBE status and/or promise to have a Local Impact, this must be used by
the contracting department as a positive factor in evaluation and potential selection.
Additionally, some opportunities are exclusively reserved for LBE certified businesses.
Get Paid Faster! Enroll on the Vendor Payment Portal to effortlessly submit electronic
invoices and monitor payment progress 24/7. The process of submitting invoices through
the Vendor Payment Portal is user-friendly, efficient, and free.
1.2 Contracting with the City of Philadelphia
Consistent with our values, the City requires that all contractors and subcontractors comply with all
applicable laws, regulations, and policies, including:
1 2 3
PAYMENT OF CITY CHAPTER 17-1300.
CITY BUSINESS
BUSINESS TAXES PHILADELPHIA 21ST
LICENSES AND
OR OTHER CENTURY MINIMUM
PERMIT
INDEBTEDNESS WAGE AND BENEFITS
REQUIREMENTS
OWED TO THE CITY STANDARD
Please closely review the City's contract attachments including the standard terms and conditions
found in the General Provisions under Appendix A of this RFP. Any contract resulting from this RFP
will incorporate and be governed by these documents.

1.3 Contacting Us
For technical assistance with the eContract Philly website, email eContractPhilly@phila.gov or call
(215) 686-4914.
* Please note the phone number provided is not a live helpline.
* Allow for two (2) business days prior to any application deadline to receive a response to
your request. The City will not extend a deadline even if it has not responded to your
question or request.
* All other questions regarding the RFP, including substantive questions, must be submitted in
accordance with Section 2.3. Applicants are otherwise prohibited from contacting City
representatives concerning this RFP or related matters.
1.4 Feedback about this RFP
The City recently updated the design of the RFP we use for Professional Services, and would like
feedback from vendors. If you have feedback you would like to share, please complete this voluntary
survey. Thank you.

2. THE OPPORTUNITY
2.1 Summary
The City of Philadelphia, through the Department of Aviation, seeks to engage a qualified firm to
provide on call marketing and graphic design services in support of Philadelphia International
Airport's (PHL) strategic, operational, and revenue-generating objectives. The selected Applicant will
serve as a long-term partner with the demonstrated capacity, expertise, and operational efficiency
to deliver advertising strategy, media planning and buying, creative design, content creation,
influencer engagement, and interactive support at scale.
PHL operates in a complex, high-visibility environment requiring consistent, timely, and high-quality
communications across a wide range of audiences and channels. As the airport prepares for
significant growth and global attention driven by major national and international events, PHL
requires an agency partner with proven experience supporting large, public-facing organizations
through integrated, data-informed marketing solutions.
This opportunity seeks proposers that can demonstrate superior strategic thinking, creative
excellence, media expertise, and performance measurement capabilities. The proposer is expected
to operate as an extension of the PHL marketing team-bringing operational rigor, innovation, and
accountability while delivering measurable outcomes aligned to the City's goals.
2.2 Background
Department of Aviation Overview
The City administers the day-to-day operations of the Airport through Aviation, under the direction
of its Chief Executive Officer ("CEO"). The Airport's Chief Strategy Officer (CSO), or her designee, will
manage the work performed by the Applicant(s).
Project Background
Description of Philadelphia Airport System
PHL is classified by the Federal Aviation Administration ("FAA") as a large air traffic hub (enplaning
1.0% or more of the total passengers enplaned in the U.S.). According to data reported for calendar
year 2024 by Airports Council International - North America, PHL was ranked the twenty-first busiest
airport in the United States, serving 30.9 million passengers; twenty-fifth busiest in the nation for
aircraft operations; and twentieth busiest in the nation for cargo tonnage. The Airport serves
residents and visitors from a broad geographic area that includes eleven counties within four states:
Pennsylvania, New Jersey, Delaware, and Maryland. The Airport System consists of the following:
Philadelphia International Airport
PHL has approximately 2,598 acres located partly in the southwestern section of the City and partly
in the eastern section of Delaware County, about 7.2 miles from Center City Philadelphia. The
Airport's runway system consists of parallel Runways 9L-27R and 9R-27L, crosswind Runway 17-35,

commuter Runway 8-26, and interconnecting taxiways. PHL's terminal facilities consist of seven
terminal units totaling approximately 3.3 million square feet and include ticketing areas, passenger
and baggage screening areas, passenger hold rooms and other amenities, baggage claim areas, a
variety of food, retail and service establishments, and other support areas. Outside of the PHL
terminal area, PHL also has the following: six active cargo facilities; various support buildings;
training areas; an air traffic control tower; a fixed-base operator; corporate hangars; a fueling supply
facility; two American Airlines aircraft maintenance hangars; a first-class office complex; a 14-story
hotel; seven rental car facilities; a cell-phone lot; employee parking lots; and five public parking
garages.
Northeast Philadelphia Airport
PNE is located on approximately 1,118 acres situated within the City limits, ten miles northeast of
Center City Philadelphia. PNE serves as a reliever airport for PHL and provides for general aviation,
air taxi, corporate, and occasional military use. The airport has no scheduled commercial service.
There are presently 85 T-hangars, ten corporate hangars and six open hangars for general aviation
activities.
Problem Statement
Philadelphia International Airport relies on its five social media channels as a primary way to inform
travelers, engage the regional community, and protect and grow its public reputation. As the
volume and complexity of both organic content and paid social advertising have grown, the internal
Communications and Strategy Team's capacity has become stretched thin across content creation,
paid campaign execution, creative production, and performance reporting. The team is responsible
for setting strategic direction and messaging, but day-to-day execution - formatting content,
publishing on schedule, managing paid campaigns, producing creative assets, and monitoring
performance - increasingly competes for the same limited internal resources.
This strain creates a gap between the airport's communications ambitions and its ability to
consistently execute against them. Content publishing can become reactive rather than proactively
planned. Paid campaigns may launch or adjust more slowly than performance data warrants.
Creative production may lag behind the pace needed to keep pace across platforms and formats.
And without a consistent, live view into performance, the Strategy Team's ability to make fast,
informed decisions about where to invest attention and budget is limited.
Meanwhile, the traveling public, the regional community, and airport stakeholders expect a social
media presence that feels responsive, current, and trustworthy - one that delivers timely
information during routine operations as well as during time-sensitive or crisis situations. Closing
the gap between internal capacity and execution demands requires a dedicated partner who can
handle the operational work of publishing, paid media management, creative production, and
reporting, freeing the internal team to focus on strategy, messaging, and stakeholder coordination.

2.3 RFP Schedule
RFP Posted August 27, 2026
Pre-Proposal Meeting Not Applicable
Applicants must submit questions regarding this
opportunity by September 3,2026 at 5pm Philadelphia time.
Applicant Questions Due
All questions must be submitted via email to
Shannon.clark@phl.org
Answers Posted on eContract
September 10, 2026, 5pm Philadelphia time
Philly
Proposals Due September 17, 2026, 5pm Philadelphia time
Applicant Interviews,
Presentations October 1-5, 2026, virtual
(City Discretion)
Applicant Selection November 1, 2026
Contract Execution December 1, 2026
January 1, 2027
Commencement of Work
The above dates are estimates only. Notice of changes in any pre-proposal meeting or site visit date,
time or location, due date for Applicant questions, or proposal due date will be posted as a
notice/Addendum with the original RFP on eContract Philly and will become a part of the RFP.
2.4 Outcome Goals
The selected Applicant will be expected to achieve outcomes that demonstrate value, effectiveness,
and alignment with City priorities, including:
1. Improved brand consistency and recognition across all marketing channels and passenger
touchpoints.
2. Increased engagement and reach among key traveler and stakeholder audiences, supported
by measurable performance metrics.

3. More efficient and effective use of marketing resources, including optimized media planning
and buying strategies.
4. High-quality creative and content delivery that supports both day-to-day communications
and large-scale campaigns.
5. Clear performance measurement and reporting, enabling data-informed decision-making
and continuous improvement.
2.5 Award Terms
The initial term of the contract is expected to begin on or about
January 1, 2027, and end on or about December 31, 2027.
Term
The City may, at its sole option, amend the contract to add up to
four (4) additional terms, each not to exceed one year.
The contract will state maximum compensation, inclusive of all
Compensation
expenses, not to exceed $225,000
Cost Proposal Type Monthly Retainer
Terms of Payment Successful Applicant shall submit monthly invoices
3. SCOPE OF WORK
The Scope of Work outlines the services, deliverables, and performance expectations associated
with this engagement. The selected Applicant will serve as a strategic and operational partner to the
City of Philadelphia, Department of Aviation, providing integrated marketing, advertising, media,
creative, content, and digital support for Philadelphia International Airport (PHL).
The Scope of Work is designed to:
* Support the outcomes identified in Section 2.4;
* Encourage innovation and cost-effective approaches;
* Promote collaboration between The Department of Aviation and the selected Applicant;
* Clearly define responsibilities and deliverables; and
* Establish realistic expectations aligned with the contract term and budget.
The Applicant's proposed scope of work, once negotiated and finalized, may be incorporated into
the executed contract as the basis for performance and payment.

3.1 Description of Services
Service Requirements
The Applicant must demonstrate the ability to:
* Manage multiple campaigns simultaneously;
* Meet defined timelines and turnaround expectations;
* Maintain consistent quality and brand alignment;
* Collaborate effectively with City staff; and
* Adapt services in response to evolving priorities.
A high-level performance schedule, including key milestones and deliverable timelines, should be
included in the Applicant's proposal.
The Department of Aviation reserves the right to adjust service requirements or deliverables based
on changing needs, budget considerations, or operational conditions.
General Requirements
Paid and Organic Social Media Support and Implementation
The selected Applicant will provide day-to-day execution and implementation of paid and organic social
media activities in support of Philadelphia International Airport's communications objectives. The Applicant
will work closely with the communications team at Philadelphia International Airport to execute approved
campaigns, publish content, manage paid media, develop creative assets, and provide performance
reporting across the organization's five social media channels.
Scope of Services
Organic Social Media Support
* Create and format social media content based on messaging and creative direction provided
by the Philadelphia International Airport's Strategy Team.
* Adapt approved content for platform-specific requirements and best practices.
* Schedule and publish content across the organization's five social media channels.
* Maintain the approved editorial calendar and publishing schedule.
* Ensure content adheres to brand standards, accessibility requirements, and platform
Coordinate publishing schedules with organizational campaigns, announcements, events,
and initiatives.
Paid Social Media Implementation
* Execute paid social media campaigns based on the Philadelphia International Airport's
communications objectives and approved media plans.
* Configure audience targeting, campaign settings, budgets, placements, and flight dates.
* Develop platform-specific paid advertising assets using approved messaging and creative
direction.
* Monitor active campaigns and make routine optimizations to improve performance.