RFP #27-029 Airport Marketing Plan

Competitive sealed proposals will be received by the City of Albany, Procurement Division, 222 Pine Avenue, Suite 260, Albany, GA 31701 until **5:00 p.m. on November 10, 2026**, from qualified firms for a contract to provide professional marketing plan services for the Southwest Georgia Regional Airport.

The City of Albany, Georgia (City) seeks the services of a qualified airport marketing consultant or consultant team to prepare a comprehensive Airport Marketing Plan for Southwest Georgia Regional Airport (ABY). The Marketing Plan will build upon the recently completed ABY Strategic Airport Business Plan and provide a focused, actionable strategy for increasing utilization of the Airport, strengthening ABY's position within its regional market, supporting existing and future passenger air service, expanding community and business engagement, and establishing a coordinated approach to Airport marketing and communications.

Passenger air service marketing will be the plan's primary focus, but it should also address community and regional partnerships, digital communications, general and business aviation, and, to a more limited extent, air cargo. [...] The Marketing Plan should cover a three-year planning period, with a detailed implementation program for the first year.

Scope of Services

• Market Assessment, Research & Stakeholder Engagement: Evaluate current marketing and market position. Identify target audiences and barriers. Conduct stakeholders and market research.
• Brand, Market Positioning, & Communications: Review existing branding and messaging. Develop ABY's value proposition and key messages. Recommend website and communication improvements.
• Integrated Airport Marketing Strategy: Develop an overall airport marketing strategy. Identify target markets, messages, and channels. Address passenger, digital, aviation, and cargo marketing.
• Regional Partnerships & Partner Marketing Tools: Identify priority regional partners. Develop partner engagement strategies. Create recommended marketing tools and resources.
• Three-Year Marketing Implementation Program: Develop a three-year marketing implementation plan. Create a detailed first-year action plan and calendar. Establish budget and performance measures.
• First-Year Marketing Implementation & Creative Materials: Develop priority first-year marketing materials. Create digital, promotional, and partner materials. Provide publication-ready and editable materials.

Submit one (1) original and six (6) copies of your proposal on company letterhead and have an authorized official sign documents. Submittals should be clearly marked on the outside as "RFP #27-029, AIRPORT MARKETING PLAN". Sealed responses may be hand delivered or mailed to the City of Albany Procurement Division, 222 Pine Avenue, Suite 260, Albany, Georgia 31701.

Evaluation Criteria

| Criterion | Weight |
| --- | --- |
| Firm Qualifications & Experience | 25% |
| Project Team Qualifications | 20% |
| Project Approach & Understanding | 30% |
| First-Year Implementation and Creative Capabilities | 10% |
| Coordination, Schedule, and Project Management | 10% |
| Fee Proposal | 5% |

The proposer shall procure and maintain in force, at its expense, liability insurance including Automobile, General and Errors and Omissions of at least **$1,000,000** per occurrence and an annual aggregate, where it applies, of at least **$2,000,000**. The proposer must also certify for Workers Compensation statutory coverage and Employers Liability of at least **$1,000,000**.

An executed copy of the *Certificate of Non-Collusion* and *Governing Law & Venue* forms should accompany your submittal.