Terminal Advertising Consultant Services

The Vendor is required to provide consulting services for the development, optimization, and management of advertising opportunities within airport terminal facilities at the airport.
- Requirement:
1. Develop advertising policy and procedures manual
• Review existing advertising content approval policies and practices
• Review advertising policies at comparable airports with stakeholders
• Review guidelines for managing advertising approvals, installation, maintenance, and compliance monitoring with stakeholders
• Draft advertising policy for authority approval that establishes standards for acceptable advertising content and is compliant with industry best practices, FAA regulations and first amendment requirements
• Draft procedure manual for reviewing and approving proposed advertising content that is consistent with the proposed advertising policy and industry best practices
2. Assessment and analysis
• Inventory existing advertising assets and locations
• Review existing contracts, assets, revenue streams, sales, occupancy rates and performance metrics
• Assess regional advertising market
• Analyze passenger demographics and in-terminal traffic flow
3. Innovation and trends
• Identify emerging technologies
• Recommend experiential and brand activation opportunities
4. Market benchmarking
• Compare against similar small to mid-sized country airports (1-5m passengers)
• Identify advertising trends, emerging formats and other industry considerations
• Identify realistic revenue benchmarks and best practices
• Evaluate appropriate media mix for the airport
5. Financial modeling
• Develop revenue projections
• Evaluate the pros and cons of authority versus concessionaire advertising equipment ownership and recommend model optimal for baa
• Recommend program management model including concession vs. in-house sales models
6. Strategy development
• Create a long-term advertising and sponsorship strategy including:
• Lease terms including length of term, minimum capital investment, minimum annual guarantee, and privilege fee, etc.
• Equipment display mix (digital vs. static, experiential, floor, case, etc.)
• Identify high-value locations for inventory by asset type
• KPIs and reporting frameworks
7. Implementation support
• Provide transition planning and vendor selection support
• Assist in developing solicitation, evaluation criteria, exhibits and related documents
• Assist with preparation for pre-proposal meetings and assist the authority board with the selection of the winning proposal
• Participate in the evaluation process as needed
• Provide financial and market analysis of proposals.