2026-0271-CDD RFP Advertising and promotional services

SANTA FE COUNTY
REQUEST FOR PROPOSALS (RFP)
ADVERTISING AND PROMOTIONAL
SERVICES
NM Commodity Code(s): 80158, 91501,
91504, 91571
RFP NO. 2026-0271-CDD/JL
June 2026

RFP No. 2026-0271-CDD/JL
TABLE OF CONTENTS
PAGE NO.
I. ADVERTISEMENT .......................................................................................................4
II. INTRODUCTION ...........................................................................................................5
A. PURPOSE OF THIS REQUEST FOR PROPOSAL ...........................................5
B. BACKGROUND ..................................................................................................5
C. SCOPE OF WORK ..............................................................................................5
D. INSURANCE REQUIREMENTS .......................................................................7
E. DESIGNATED PROCUREMENT SPECIALIST...............................................7
F. DEFINITION OF TERMINOLOGY ...................................................................8
III. CONDITIONS GOVERNING THE PROCUREMENT...............................................10
A. SEQUENCE OF EVENTS ..................................................................................11
B. EXPLANATION OF EVENTS ...........................................................................11
1. Issuance of RFP .............................................................................................11
2. Pre-Proposal Conference ................................................................................11
3. Acknowledgement of Receipt Form Due .......................................................11
4. Deadline to Submit Additional Written Questions ........................................11
5. Response to Written Questions ......................................................................11
6. Submission of Proposals ................................................................................12
7. Proposal Evaluation .......................................................................................12
8. Selection of Finalists ......................................................................................12
9. Best and Final Offers from Finalists (If applicable) ......................................12
10. Oral Presentations by Finalists (If applicable) ...............................................13
11. Contract Negotiations ....................................................................................13
12. Contract Award ..............................................................................................13
13. Right to Protest ..............................................................................................13
C. GENERAL REQUIREMENTS ...........................................................................14
1. Acceptance of Conditions Governing the Procurement .................................14
2. Incurring Cost ................................................................................................14
3. Prime Contractor Responsibility ....................................................................14
4. Subcontractors ................................................................................................14
5. Amended Proposals ........................................................................................14
6. Offerors' Rights to Withdraw Proposal .........................................................14
7. Proposal Offer Firm .......................................................................................15
8. Disclosure of Proposed Contents ...................................................................15
9. No Obligation .................................................................................................15
10. Termination....................................................................................................15
11. Sufficient Appropriation ................................................................................16
12. Legal Review .................................................................................................16
13. Governing Law ..............................................................................................16
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RFP No. 2026-0271-CDD/JL
14. Basis for Proposal ..........................................................................................16
15. Contract Terms and Conditions .....................................................................16
16. Contract Deviations .......................................................................................16
17. Offeror Qualifications ....................................................................................16
18. Right to Waive Minor Irregularities ..............................................................17
19. Change in Contractor Representatives ..........................................................17
20. Notice .............................................................................................................17
21. County Rights ................................................................................................17
22. Right to Publish .............................................................................................17
23. Ownership of Proposals ...............................................................................17
24. Electronic Mail Address Recommended .......................................................17
25. Preference in Procurement by Santa Fe County ............................................18
26. Double-Sided Documents ..............................................................................19
27. Living Wage ..................................................................................................19
IV. RESPONSE FORMAT AND ORGANIZATION ........................................................20
A. NUMBER OF RESPONSES ...............................................................................20
B. NUMBER OF COPIES .......................................................................................20
C. PROPOSAL FORMAT .......................................................................................20
1. Proposal Organization ...............................................................................20
2. Letter of Transmittal ..................................................................................21
V. SPECIFICATIONS .......................................................................................................22
A. INFORMATION .................................................................................................22
1. Time Frame ...............................................................................................22
B. EVALUATION CRITERIA ................................................................................22
1. Introduction ...............................................................................................22
2. Technical Competence and Specialized Experience .................................22
3. Evidence of Understanding Scope of Work ..............................................22
4. Capacity and Capability ............................................................................23
5. Past Performance .......................................................................................23
VI. EVALUATION OF PROPOSALS ...............................................................................24
A. EVALUATION SCORING .................................................................................24
B. EVALUATION PROCESS .................................................................................24
APPENDICES
A. Acknowledgement of Receipt Form ....................................................................26
B. Campaign Contribution Disclosure Form ............................................................27
C. Resident Veterans Preference Certification .........................................................30
D. Cost Proposal Intentionally Omitted ...................................................................31
E. Sample Agreement ...............................................................................................32
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RFP No. 2026-0271-CDD/JL
I. ADVERTISEMENT
SANTA FE COUNTY
Advertising and Promotional Services
RFP No. 2026-0271-CDD/JL
Santa Fe County is requesting proposals from qualified firms to provide the development, design,
production, and implementation of countywide Advertising and Promotional Services. All
proposals submitted shall be valid for ninety (90) days subject to action by the County. Santa Fe
County reserves the right to reject any and all proposals in part or in whole. All proposals must be
received by Thursday, July 30, 2026, at 2:00 PM, and shall be submitted electronically utilizing
Dropbox. No hard copy submissions will be accepted. Please utilize this link to upload your
proposal submission. https://www.dropbox.com/request/wwlkyuutkj336otu293w.
By submitting a proposal for the requested services described above, each Offeror is certifying that
it is a qualified company to do business in the State of New Mexico and agrees to the requirements
stated within the Request for Proposals.
A Pre-Proposal Conference will be held on Wednesday, July 1, 2026, at 10:00 AM (MDT), via
Microsoft Teams; please use the Teams link provided below, meeting number 258 236 799 167
70, passcode xK6sv3BK, or join by phone at (773) 352-2011, conference ID 610 031 840 #.
Attendance is not mandatory but highly recommended.
https://teams.microsoft.com/meet/213990530676251?p=h4Qd5H0zbArQRqbgim.
EQUAL EMPLOYMENT OPPORTUNITY: All qualified Offerors will receive consideration of
contract(s) without regard to race, color, religion, sex or national origin, ancestry, age, physical and
mental handicap, serious medical condition, disability, spousal affiliation, sexual orientation or gender
identity.
Request for Proposals will be available by contacting Jack Love, Procurement Specialist Senior
102 Grant Avenue, (First Floor) Santa Fe, New Mexico 87501, or by telephone at (505) 986-6209,
or by email at jalove@santafecountynm.gov or on our website at
https://www.santafecountynm.gov/finance/purchasing-division/current-bid-solicitations.
PROPOSALS RECEIVED AFTER THE DATE AND TIME SPECIFIED ABOVE WILL NOT
BE CONSIDERED AND WILL BE REJECTED BY SANTA FE COUNTY.
Santa Fe County
Published: June 21 & 22, 2026
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RFP No. 2026-0271-CDD/JL
II. INTRODUCTION
A. PURPOSE OF THIS REQUEST FOR PROPOSAL
The purpose of this Request for Proposals (RFP) is to procure the services of a qualified
firm for the development, design, production, and implementation of marketing, advertising,
and promotional services for Santa Fe County. The County seeks a well-qualified, full-
service firm to develop campaigns that promote Santa Fe County as a premier tourism
destination and support the County's brand by educating and inspiring visitors to consider
Santa Fe County as their next destination.
Such campaigns are for the benefit of the public and local economy and may include
advertising, branding, public relations, digital marketing, and outreach efforts that support
tourism development and economic growth.
B. BACKGROUND
Tourism is an important component of Santa Fe County's economy, contributing to the New
Mexico Tourism Real Gross State Product and supporting private sector employment in
North Central New Mexico. Santa Fe County is recognized for its arts and cultural corridors,
outdoor recreation opportunities, and as a gateway to northern New Mexico. The County is
also part of the Northern Rio Grande National Heritage Area.
The Lodger's Tax Act (Sections 3-38-13 to 3-38-24, NMSA 1978) and Santa Fe County
Ordinance No. 2023-02 provide funding for marketing, advertising, publicizing, and
promoting tourist attractions in Santa Fe County.
C. SCOPE OF WORK
I Develop and implement an annual marketing, advertising, and promotional strategy to
promote Santa Fe County as a premier tourism destination, including identification of
target audiences, messaging, and campaign objectives. The Contractor shall align
marketing strategies with the County's Economic Development Plan (available at:
https://www.santafecountynm.gov/uploads/documents/Revised_ED_plan_10-17-
2024_Final_ED_Report.pdf).
II Develop and execute advertising and promotional campaigns that highlight key tourism
sectors, including:
A. Strategic Marketing Planning and Development: The Contractor shall develop and
implement annual and interim marketing, advertising, and promotional strategies to
support Santa Fe County's tourism objectives. The Contractor shall coordinate with
County representatives, the Lodgers' Tax Advisory Board (LTAB), and other
stakeholders, as appropriate, to develop goals, objectives, messaging, and campaign
strategies that promote Santa Fe County as a tourism destination for in-state, regional,
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RFP No. 2026-0271-CDD/JL
national, and international travelers. The Contractor shall prepare annual marketing,
media, and public relations plans for County approval and provide recommendations
for measuring and evaluating the effectiveness of marketing and promotional efforts.
Services may include campaign development, creative production, media placement,
and implementation of advertising and promotional activities across traditional and
digital media channels.
B. Brand Development & Creative Services: The Contractor shall provide brand
development, creative services, and content creation to support Santa Fe County's
tourism marketing and promotional efforts. Services may include storytelling, graphic
design, advertising materials, digital content, video and photography production, print
collateral, promotional materials, and other creative services necessary to support
approved marketing, advertising, and promotional campaigns.
C. Partnership Facilitation with NM True: The Contractor shall coordinate with the
New Mexico Tourism Department and comply with applicable NM True branding
requirements, usage guidelines, and required approvals related to tourism
marketing, advertising, and promotional activities conducted under this Agreement.
D. Media Planning and Buying: The Contractor shall provide media planning and
buying services, including the development, placement, and management of
advertising across print, digital, broadcast, outdoor, and other media channels as
appropriate to support Santa Fe County's tourism marketing objectives.
E. Public Relations and Influencer Engagement: The Contractor shall provide press
release development and distribution, media pitching to regional and national media
outlets, and influencer marketing campaigns through curated creator partnerships that
deliver measurable return on investment (ROI).
F. Website Management, SEO, and Web Development: The Contractor shall
establish, maintain, and update a website to promote and publicize tourist activities
and attractions within Santa Fe County. Services may include content management,
search engine optimization (SEO), website enhancements, and integration of
itineraries, events, and seasonal content to improve user engagement and search
visibility.
G. Social Media Management: The Contractor shall develop and implement a social
media strategy, including content planning, scheduling, audience engagement, and the
creation of social-first content such as reels, stories, and highlights.
H. Performance Tracking & Optimization: The Contractor shall provide performance
monitoring and reporting, including monthly and annual reports with visualized
analytics, tracking of Key Performance Indicators (KPIs), and real-time dashboard
options for County staff. The Contractor shall review and analyze ongoing and new
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RFP No. 2026-0271-CDD/JL
media and marketing efforts related to the advertising, promotion, and publicizing of
tourism in Santa Fe County and provide recommendations, as requested by the
County.
I. Community & Stakeholder Engagement Coordination: The Contractor shall
coordinate and facilitate engagement with local hospitality providers, small
businesses, cultural institutions, event organizers, and other tourism-related
stakeholders to support the County's tourism marketing and promotional efforts.
J. Budget Preparation: The Contractor shall prepare and submit an annual budget for
County approval covering all activities and promotional efforts performed under this
Agreement. The Contractor shall administer and monitor expenditures in accordance
with the approved budget and provide quarterly budget reports, or more frequently if
requested by the County. The Contractor shall also submit budget revision
recommendations as necessary for County review and approval.
K. Grant Preparation: The Contractor shall prepare grant applications and proposals for
tourism marketing and advertising grants, as identified and requested by the County,
including programs offered by the New Mexico Tourism Department, such as the
Cooperative Marketing Grant Program.
L. Reports & Presentations: The Contractor shall prepare and submit monthly progress
reports and present those reports, including strategic recommendations and updates, at
Lodgers' Tax Advisory Board (LTAB) meetings, up to twelve (12) times annually.
The Contractor shall also prepare and present annual reports, annual plan updates, and
reports on work performed under this Agreement to the Board of County
Commissioners, as requested by the County. The Contractor shall provide training to
local partners on brand standards, digital tools, and tourism promotion.
M. The Contractor shall perform other related marketing, advertising, promotional, and
tourism-support services that are reasonably within the scope and intent of this
Agreement, as requested and approved by the County.
D. INSURANCE REQUIREMENTS
The insurance required of the Offeror is listed below.
1. General Conditions. Contractor shall submit evidence of insurance as is required
herein. Policies of insurance shall be written by companies authorized to write such
insurance in New Mexico.
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RFP No. 2026-0271-CDD/JL
2. General Liability Insurance, Including Automobile. Contractor shall procure and
maintain during the life of this Agreement a comprehensive general liability and
automobile insurance policy with liability limits in amounts not less than $1,000,000
combined single limits of liability for bodily injury, including death, and property
damage for any one occurrence. Said policies of insurance shall include coverage
for all operations performed for County by Contractor; coverage for the use of all
owned, non-owned, hired automobiles, vehicles and other equipment, both on and
off work; and contractual liability coverage under which this Agreement is an
insured contract. County of Santa Fe shall be a named additional insured on the
policy.
3. Workers' Compensation Insurance. Contractor shall comply with the provisions of
the Workers' Compensation Act.
4. Increased Limits. If, during the life of this Agreement, the Legislature of the State
of New Mexico increases the maximum limits of liability under the Tort Claims Act
(NMSA 1978, Sections 41-4-1 through 41-4-29, as amended), Contractor shall
increase the maximum limits of any insurance required herein.
E. DESIGNATED PROCUREMENT SPECIALIST
The County has designated a Procurement Specialist who is responsible for the conduct of
this procurement whose name, address and telephone number is listed below. All deliveries
via express carrier should be addressed as follows:
Jack Love, Procurement Specialist Senior
Santa Fe County Purchasing Division
102 Grant Avenue, First Floor
Santa Fe, NM 87501
Phone: (505)986-6209
Email: jalove@santafecountynm.gov
Any inquiries or requests regarding this procurement should be submitted to the
Procurement Specialist Senior in writing. Offerors may ONLY contact the Procurement
Specialist Senior listed above regarding the procurement. Other County employees do
not have the authority to respond on behalf of the County.
F. DEFINITION OF TERMINOLOGY
This section contains definitions and abbreviations that are used throughout this
procurement document.
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RFP No. 2026-0271-CDD/JL
"BCC" means the Santa Fe County Board of County Commissioners
"Close of Business" means 5:00 PM Mountain Standard Time or Mountain Daylight Time,
whichever is in effect on the date given.
"Contract" or "Agreement" means a written agreement for the procurement of items of
tangible personal property or services.
"Contractor" means a successful offeror who enters into a binding contract.
"County" means Santa Fe County.
"Determination" means the written documentation of a decision by the Procurement Manager
including findings of fact supporting a decision. A determination becomes part of the
procurement file.
"Desirable" The terms "may", "can", "should", "preferably", or "prefers" to identify a
desirable or discretionary item or factor (as opposed to "mandatory").
"Evaluation Committee" means a body appointed by the County management to perform the
evaluation of offeror proposals.
"Finalist" is defined as an offeror who meets all the mandatory specifications of this Request
for Proposals and whose score on evaluation factors is sufficiently high to merit further
consideration by the Evaluation Committee.
"Mandatory" The terms "must", "shall", "will", "is required", or "are required", identify a
mandatory item or factor (as opposed to "desirable"). Failure to meet a mandatory item or
factor will result in the rejection of the offeror's proposal.
"Offeror" is any person, corporation, or partnership who chooses to submit a proposal.
"Procurement Manager" means the person or designee authorized by the County and the
State of New Mexico to make all procurement determinations pursuant to NMSA 1978,
Chapter 13 of the State Procurement Code and County Purchasing Regulations and Policies.
"Purchasing Division" means the Santa Fe County Purchasing Division, County Manager
Department.
"Procurement Specialist" means the person or designee authorized by the Procurement
Manager to administer and manage the procurement.
"Request for Proposals" or "RFP" means all documents, including those attached or
incorporated by reference, used for soliciting proposals.
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RFP No. 2026-0271-CDD/JL
"Responsible Offeror" means an offeror who submits a responsive proposal and who has
furnished, when required, information and data to prove that its financial resources, production
or service facilities, personnel, service reputation and experience are adequate to make
satisfactory delivery of the services or items of tangible personal property described in the
RFP.
"Responsive Offer" or "Responsive Proposal" means an offer or proposal which conforms in
all material respects to the requirements set forth in the request for proposals. Material
respects of a request for proposals include, but are not limited to, price, quality, quantity or
delivery requirements.
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