Request for Proposal
Media Buy Services

July 14, 2023

The Junior League of Columbia is excited to invite qualified media vendors to submit proposals for our main fundraisers this year: Holiday Market and Centennial Celebrations. We are seeking comprehensive media plans that encompass various channels, including traditional print publication, TV, radio, digital, and outdoor. Our primary goals are to promote our fundraisers by highlighting their impact on our programs, as well as increasing brand awareness and engagement among our target audiences.  

Campaign Overviews

Holiday Market 

Holiday Market is the League’s largest fundraiser, held the first week of December (Wednesday-Sunday) at the SC State Fairgrounds. Holiday Market showcases 170+ vendors from across the nation and has over 10,000 shoppers. Emphasis should be made on not only the event, but what dollars raised through Holiday Market support—the League’s numerous community programs. Additional ticketed events to promote during the week include: 

• Ladies Night Out: An exclusive shopping event specifically for women ages 21 and up, where they will enjoy music by one of the hottest DJs in town, cocktails and hors d’oeuvres. (PRE-SOLD, sells out quickly!) 
• Holiday Ball: Our exclusive black-tie optional event, for guests ages 21 and up, where attendees will enjoy fabulous live music, private shopping, cocktails, and delectable eats. 
• Sundaes with Santa: We conclude Holiday Market on Sunday and invite you to dress your children in their Sunday best for photos with Santa, enjoy games and crafts with your family, and top off the fun with an ice cream sundae bar! 

Centennial Celebrations 

There are various events planned throughout the year to celebrate our Centennial Anniversary. We want to highlight and bring awareness to the League’s impact over the past 100 years, our history & lasting leadership, and promote engagement with our community: 

• October 2023: League members will complete 100 Acts of Service, which will include 100 unique acts of volunteerism and philanthropy for the Midlands across a 10-day period. 
• November 2023: Our special Centennial Edition Cookbook, “Setting the Table,” will be published and released for sale. 
• March 2024: During Women’s History Month, we will host our Milestone Luncheon at Central Energy on March 6, featuring a panel of community leaders. 
• April 2024: Our Centennial Gala celebration is planned for Saturday, April 13, at the Columbia Museum of Art. 

Media Options

We are open to media options that include traditional and digital channels, such as: 

• Traditional print publication (newspapers, magazines) 
• Television (cable, broadcast) 
• Radio (AM/FM, digital) 
• Digital advertising (websites, social media, streaming platforms) 
• Outdoor advertising (billboards, transit ads, banners) 

Key Performance Indicators (KPIs)

Brand Awareness:
We expect the media campaign to improve brand awareness by reaching a wider audience and increasing exposure. KPIs for brand awareness may include: 

• Increase in brand mentions and sentiment on social media platforms. 
• Growth in website traffic and unique visitors. 
• Improved search engine visibility (organic and paid) 

Engagement: 

We aim to enhance community engagement and interaction with our brand. KPIs for engagement may include: 

• Increase in social media followers, likes, shares, and comments. 
• Growth in email subscriptions and click-through rates. 
• Increase in event attendance and participation. 

Duration of Campaign

The duration of our media campaign is September 1, 2023 through April 30, 2024, yet the League year runs June 1, 2023 through May 31, 2024. While there wouldn’t be any changes to this contract in that month overlap, there may be multiple people you’re communicating with during that month as the League transitions its leadership. 

Projected Budget

Holiday Market: $13,000
Centennial Celebrations:  $5,000 

TOTAL $18,000* 

*Estimate only. To include all fees associated with the media buying campaign, including buyer’s commission. 

Special Notes

The media buying agency will work most closely with Junior League liaisons and, at times, the Vice President and Vice President-Elect for Communications. The agency and liaison will also need to work closely with marketing chairs for each event/program for specific needs and placement, as well as Fund Development for in-kind media sponsorships.  

The agency will have a one-year contract with the Junior League of Columbia, Inc. 

Please note: the agency may work with more than one liaison for different events during the contract period.  

Key Dates

• July 14, 2023: RFP opens 
• August 11, 2023: RFP response deadline (5 PM) 
• August 18, 2023: Notification of finalists 
• August 23, 2023: Finalists presentations to League leadership (6 PM) 

Proposal Requirements

Please include the following information in your proposal: 

• Company Overview: Provide an overview of your media company, including experience, client portfolio, and any relevant case studies. 
• Media Strategy: Outline your recommended media strategy and tactics, including the specific channels, placements, and targeting approach. 
• Budget Allocation: Provide a detailed breakdown of the proposed budget for each media channel, along with any additional production costs if applicable. 
• Measurement and Reporting: Describe your approach to tracking and reporting on the KPIs mentioned above. Include sample reports or dashboards, if available. 
• Creative Services: Describe your creative capabilities, including design, copywriting, and content creation. If possible, provide samples of previous work. 
• Timeline: Provide an estimated timeline for planning, execution, and reporting of the media buy. 
• Pricing and Terms: Clearly state your pricing structure, payment terms, and any additional conditions or requirements. 

Proposal Submissions

Please submit your proposal in PDF format via email to our Vice President for Communications. If you have any questions or require further information, please reach out to the same contact person. 

We look forward to receiving your proposal and partnering with a media vendor to drive brand awareness and engagement for our Holiday Market and Centennial Celebrations. Thank you for your interest in working with the Junior League of Columbia. 

Sincerely, 

Ashley Simoneaux
Vice President for Communications
communications@jlcolumbia.org