Smithsonian Institution

SE # RFP-15-001-000
Smithsonian Enterprises Media Representation and Management Agent

Background
A. About Smithsonian
The Smithsonian Institution is a non-profit trust instrumentality that was created by act of Congress of the
United States in 1846. The Smithsonian is the worlds largest museum and research complex consisting of
19 museums and galleries, the National Zoological Park and nine research facilities. In 2013, more than 26
million people from around the world visited the museums and the National Zoo. The total number of
objects, works of art and specimens at the Smithsonian is estimated at nearly 137 million. The
Smithsonian collections are the basis for research, exhibitions and public programs in the arts, history and
culture, and the sciences. The Institutions mission is the increase and diffusion of knowledge. See
additional information - the Executive Summary of the Smithsonians Strategic Plan - attached as Exhibit
A.
The Smithsonians statement of values and code of ethics require that Smithsonians revenue-generating
activities support the Smithsonian mission and protect the Smithsonian's reputation, integrity, and
independence. Smithsonians revenue-generating activities must be consistent with the Smithsonian
mission, culture, governance, and status as a trust instrumentality of the United States and a tax-exempt
organization.
Additional information about the Smithsonian Institution is available at: www.si.edu
B. About Smithsonian Enterprises
Smithsonian Enterprises (SE), which includes the Institutions retail, media, consumer products and
education products divisions, offers a range of products and services that help to generate funding for
Smithsonians core mission, museums and research, while remaining consistent with the Smithsonian
mission, culture, governance, and status as a trust instrumentality of the United States and a tax-exempt
organization. By providing products and services that reflect the mission of the museums and research
centers, Smithsonian Enterprises plays a critical role in advancing the Institutions mission: the increase
and diffusion of knowledge.
C. About Smithsonian Media
Housed under Smithsonian Enterprises, the Smithsonian Media Groups reach is extensive and global,
connecting with more than 60 million users annually. Its extensive distribution system spans many
platforms and outlets, among them Smithsonian magazine, Air & Space magazine, Smithsonian Books, the
Smithsonian Channel, Smithsonian Live Events, and the wider Smithsonian Digital Network, including the
Smithsonian Digital Studio and Smithsonian.com.
Additional information about the Smithsonian Media is available at:
Smithsonian Magazine and website: www.smithsonian.com
Air and Space Magazine: www.airspacemag.com
D. About Smithsonian Channel
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SNI/SI Networks, L.L.C. (Smithsonian Networks) is a joint venture between SI and Showtime Networks, Inc.
Smithsonian Networks operates the Smithsonians television channel, Smithsonian Channel. The agency
representation we are seeking through this RFP does not include representation for Smithsonian
Networks or the Smithsonian Channel.
Additional information about the Smithsonian Channel is available at:
Smithsonian TV Channel: www.smithsonianchannel.com
E. About the Project
SE wishes to expand its media presence and through this request for proposals (RFP) is soliciting a
company that specializes in the development, packaging, promotion, sale, and exploitation of intellectual
property for the development of feature films and IMAX films.
The company should have a strong track record of having represented large national publications and web
properties, as well as a demonstrated track record of success working with all of the major U.S. talent
agencies. The project (the Project) encompasses the development, packaging, and exploitation of
quality, innovative media offerings for feature films and IMAX films that utilize or are inspired by
Smithsonian intellectual property, collections, exhibitions, research, staff resources, and the themes of
art, culture, history, and science; are infused with the characteristics and reputation of the Smithsonian
brand; and demonstrate the Smithsonian mission for the increase and diffusion of knowledge (hereafter
each individual media offering shall be referred to as a Media Offering).
This RFP does not include representation for the development of television programming. However,
during the course of developing media offerings with the selected company, should strong TV
programming and/or series concepts emerge that would fit within the creative parameters of the
Smithsonian Channel, SE would facilitate the selected companys submittal of such concepts to
Smithsonian Networks. Decisions regarding such proposals would be made by Smithsonian Networks in
accordance with its existing process of review and consideration.
The Smithsonian offers to the selected company the proven appeal of both the Institutions compelling
content, as well as the Smithsonian brand. Smithsonian will work with the selected company to identify
and provide access to key Smithsonian collections, exhibitions, research, and staff resources (hereafter
defined as Smithsonian Content) in connection with the Project. Smithsonian anticipates that
Smithsonian Content will be the basis of and inspiration for the Project. All uses of Smithsonian Content
will be approved in advance by Smithsonian. The Smithsonian expects that the successful company will
also bring to this relationship its ability to develop, package, promote, sell, and exploit the media offerings
created for the Project. Further, the Smithsonian also expects that in turn the successful company will
capitalize on the appeal of the Smithsonian brand and the depth of Smithsonian resources to develop
differentiated and superior media products with the broadest possible reach.
II

Scope of Work
A. The Smithsonian, through its Smithsonian Enterprises (SE) Media division, is seeking a Media
Management Agent (hereafter defined as the Company) to implement the Project and, specifically, to
develop, package, sell, exploit, and promote the Media Offerings to major domestic and international
media and entertainment agencies. SE anticipates receiving a royalty on the revenue generated by the
Project subject to a contractual agreement with a term of 2 years (with option to renew for 3 additional
2

years). The Smithsonian anticipates beginning development of Media Offerings to initiate the Project by
no later than Fall of 2015.
B. The Smithsonian seeks a Company that can do the following in developing, packaging, selling, exploiting
and promoting the Project:
1.

Access a broad range of domestic and international media and entertainment agencies.

2.

Support the Smithsonian mission for the increase and diffusion of knowledge through
the development of quality, innovative, and relevant Media Offerings with domestic and
international media and entertainment agencies that offer unique audience experiences
and seamlessly incorporate appropriate content consistent with the Smithsonian Brand.

3.

Employ strong, creative media development capabilities.

4.

Support marketing and promotion of the Project via print, digital, social media, other
emerging media channels or new distribution outlets, with corporate commitment and
financial resources.

5.

Utilize their own assets and leverage available Smithsonian assets to develop marketing
and promotional initiatives.

6.

Establish a process that will:

a)

b)

c)

7.

Allow Smithsonian to perform a review to evaluate and approve the proposed

elements of the Project, including each Media Offering, marketing and use of
brand, for compliance with the Smithsonian mission and brand identity.
Provide SE, on an annual basis, with the strategic plan for the Project that reflects
Media Offering and product development, marketing, and implementation over
the following twenty-four (24) month period.
Rapidly address the concerns of media companies that are Project clients based
upon the highest standards of ethics and integrity and provide SE with timely and
consistent results and feedback.

Provide a positive, transparent, and responsive working relationship with Smithsonian

that enables the Project to successfully operate and expand during the course of the
relationship.

C. The Smithsonian anticipates that the successful Company will be responsible for executing all aspects of the
Project, subject to Smithsonian approval, including but not limited to the following:
1.

Development of an overall Project strategy and execution of that strategy upon approval
by SE. This may involve but not be limited to:
a)
Identification and cultivation of opportunities with media targets
b)
Facilitation of agreements with those media targets
c)
Development, packaging, promotion, sale, and exploitation of Media Offerings
d)
Securing required personnel, with SE approval, to execute against all
requirements of the strategy.
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2.

Ensuring that the Project and all related services and activities are conducted within the
highest standards of quality, integrity, and ethics, and recognizing the Smithsonians
status as a tax exempt entity.

3.

Administrative and back office functions, to include:

a. Statement of royalties due to SE concurrent with the royalty
b. Annual royalty forecasts and updates on a timeline to be agreed upon between SE
and the successful company.

4.

The Company will comply with any requirements that are necessary for the execution of
the Project.

D. Smithsonian contemplates providing the following support for the Project:

1.

Reasonable access to Smithsonian Content as appropriate for the purposes of developing

Media Offerings for the Project.

2.

Promotion, at Smithsonians discretion, through Smithsonian Enterprises website with

possible access to other Smithsonian websites and other Smithsonian marketing channels
to be agreed upon. For the avoidance of doubt, commercial advertising, marketing, or
sales activities may not take place within the public areas of the museums.

3.

A non-exclusive license to use the Smithsonian logo for purposes of the development,
packaging, sales, promotion, operation and administration of the Project.

4.

A non-exclusive license to use and reformat approved Smithsonian Content for the
purpose of the development, packaging, sales, promotion, operation and administration
of the Project.

5.

Smithsonian staff to perform a review to evaluate and approve the proposed elements of
the Project, including each Media Offering, marketing and use of brand, for compliance
with the Smithsonian mission and brand identity. Part of the review process will be to
ensure that proposed Media Offerings do not conflict with or negatively impact the
Smithsonians own television channel.

Depending on the level of support provided by the Smithsonian, for tax compliance purposes, there may
need to be two separate agreements between the Smithsonian and the selected offeror: a
license/representation agreement and a services agreement.
E. Non-Exclusivity. Smithsonian anticipates that the contract with the selected Company will be
non-exclusive and will concern only the Project detailed in this RFP. The Smithsonian may contract at any
time with any other individuals or entities to establish, develop, and promote other types of media
projects and programs that are not addressed by the RFP.
F. Notable Contract Concepts. The Smithsonian anticipates entering into a contract(s) that will include
certain Notable Contract Concepts, attached hereto in Exhibit B (Notable Contract Concepts) and
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incorporated by reference herein. Please read Exhibit B carefully, as it contains information essential to
the conduct of the Project.

III.

RFP Instructions and Conditions

A.

General Instructions and Conditions

1.
The purpose of this RFP is to provide interested parties with sufficient information to
enable them to prepare and submit proposals for consideration by the Smithsonian. Your proposal should only
address the services and requirements described herein.
2.
Proposals prepared in response to this RFP shall comply with the instructions and
proposal requirements contained in this document. Proposals that deviate from these instructions and
requirements may be disqualified at the Smithsonians discretion.
3.
The Smithsonian reserves the right to enter into negotiations with companies in the
competitive range at its discretion and based upon the best interests of the Smithsonian.
4.
The Smithsonian is not responsible for paying any proposal preparation costs or any other
costs associated with a response to this request. This RFP does not obligate the Smithsonian to enter into any
agreement, nor shall it be construed as authorization for companies to proceed with any work directly or
indirectly related hereto.
5.
All information and materials submitted in response to this RFP for consideration by the
Smithsonian will become the Smithsonians property and will be returned only at the Smithsonians discretion.

B.

Pre-Submittal Requirements.

1.
Companies interested in participating in this RFP are requested to provide notice of
their intent to submit a proposal. Please submit written notification by email to the attention of Peter Reid at
preid@si.edu . This email notification should be received by 2:00 p.m. Eastern time on Monday, December 15,
2014.
2.
Questions. All substantive and administrative questions about this RFP must be
submitted in writing by email to the attention of Peter Reid at preid@si.edu. Questions must be submitted by
2:00 P.M. Eastern time on Monday, December 15, 2014 in order to ensure a response. Questions having an
impact on the RFP will be answered and issued to all interested companies via RFP amendment.

C.

Submission Process.

1.
This RFP is being issued to Companies interested in developing, packaging, promoting,
selling, and operating the Project as described herein. Each Company must submit one (1) original of its proposal.
In addition, one (1) digital copy on a USB drive must be submitted to the attention of Peter Reid at preid@si.edu
by the date and time specified below in C.3.
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2.
Proposals and proposal modifications shall be submitted in sealed envelopes or packages,
with the subject matter of the RFP and the name and address of the Company clearly identified. Proposals and
modifications sent via email, fax, or to any other address will not be considered.
3.
All hard copies of the proposals and digital copies on USB drive must be sent to the
person and address specified below via courier service (i.e. FedEx, UPS, DHL) or hand delivery and must be
received no later than by 2:00 p.m. Eastern time on Friday, January 9, 2015 in order to be considered.
Proposals shall be sent to:
Peter Reid
Smithsonian Enterprises
Capital Gallery
600 Maryland Avenue SW, Suite 6001
Washington DC 20024
4.
Smithsonian reserves the unconditional right to cancel this RFP or to terminate
negotiations at any time without cost or liability to Smithsonian. Participation in this RFP or any resulting contract
constitutes an affirmative waiver by Companies of any claim to proposal preparation costs. Interested Companies
should note that this is not a solicitation for a federal contract and is therefore not governed by federal
procurement procedures.
5.
The Smithsonian reserves the right to reject any and all proposals received as a result of
this request. Noncompliance with the instructions and conditions of this RFP may result in disqualification of your
proposal. The Smithsonian may refuse to consider any proposal received after the exact date and time specified
for receipt.
6.
At Smithsonians option, Companies in the competitive range may be invited to meet with
Smithsonian representatives in person or over the telephone in Washington D.C. to discuss their proposals and
answer questions. Travel and per diem for any such meeting will be the responsibility of each Company.
7.
Authorized Negotiators. Companies are hereby placed on notice that the only persons
authorized to conduct discussions and/or make commitments on behalf of the Smithsonian regarding this RFP and
all matters incident hereto are the Smithsonian Enterprises Contracting Official and his designated representatives
from Smithsonian Enterprises.

D.
Proposal Requirements. The Smithsonians requirements and expectations are set forth herein.
All proposals must include the following:
Part 1: Technical Submission
1.
A narrative describing your strategy and brand vision for the Project as well as how it will
be differentiated from other brands that focus on reality-based programs, taking into account the requirements in
the SOW above. Narrative shall also include:
a. How your Company is uniquely qualified to execute all aspects of the Project, with
specific reference to your experience and successes with major domestic and
international media and entertainment agencies.
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b. How you intend to position the Project in the marketplace.

c. Your strategy for developing an assortment of Media Offerings; your growth plan for
the potential 5 year term of the contract; and your proposed process for engaging the
Smithsonian in the Project including the product development process and required
Smithsonian reviews.
d. A description of the in-house development, marketing, and sales capabilities your
company will commit to support the Project. For any capabilities or services that you
would need to outsource for the Project, identify the capability/service and the
vendor proposed for outsourcing.
e. The timeline that includes all key elements necessary to achieve an approved Media
Offering by no later than Fall 2015
f. A description of your proposed marketing strategy for the Project and how you plan
to enlist major domestic and international media and entertainment agencies. Please
include your intended use of print, digital, social media marketing, and public
relations activities as well as your plans for expanding your Project marketing
activities in the future.
g. A narrative addressing your plan for managing your relationship with the
Smithsonian. Please include the process you would propose for rapidly addressing the
concerns of media companies that are Project clients with the highest standards of
ethics and integrity while providing SE with timely results and feedback.
h. Please identify the key personnel to be assigned to the operation of the Project along
with a description of each persons role and their bios or resumes.
i. Based upon your review of the Smithsonian links provided to you or your own
research, please provide a description of the types of access to SI Content and the
support from SI that you would anticipate receiving based on the strategy for the
Project that you are proposing.
2.

A narrative describing your companys overall qualifications and experience, including the

following:
a.
b.
c.
d.

A company profile
Locations of your company office(s)
Bios of the key company executives
An overview of your current business activities including:
i. The number of years your company has been in business
ii. The contracts (within the past 3 years) that your company has with
domestic and international media and entertainment companies. The
number of years you have conducted business with each company and
the projects that you have executed with them. Please also indicate
where possible projects in development.
e. Your Companys proposed organizational structure to be used to operate the Project,
including subcontractors or outsourced resources, identification of proposed program
managers, and/or the approach for filling key jobs if specific individuals are not
currently available.
f. Your companys policy on quality, service, and ethics and the procedures your
company uses in the resolution of your clients issues or complaints.

3.
References. Three references from current major domestic and international media and
entertainment agency clients with whom you currently develop, package, sell, exploit, and promote programs.
References should include contact name and title, address, phone number, and a brief description of the
relationship. References provided should demonstrate performance relative to the subject matter of this RFP.
4.
A statement from your company certifying that there is no material litigation, either
pending or threatened, or any contractual or business relationship involving your company or any of its principals,
shareholders, partners, officers, or employees which would prevent or limit your company from providing any
services described in this RFP, or would hinder your companys ability to achieve fully the stated objectives and an
affirmative statement that your company is responsible and able to conduct business in the District of Columbia
and throughout the United States. To be provided as a signed, certified document with your proposal.
5.
Representations and Certifications. Please complete the Representations and
Certifications form, attached hereto in Exhibit C, and sign and return with your proposal.

Part 2: Business, Financial, and Legal Submission

1.

A clear and complete listing of all business and financial terms proposed including but not

limited to:
a.
b.
c.
d.

Advance and/or minimum annual guarantee

Royalty rate or rates
Distribution channels
Annual financial projections (with all assumptions indicated) for each year of the
proposed term, including projected royalties to the Smithsonian.

2.
Your Companys most recent corporate financial statement and a copy of your Companys
Insurance Certificates evidencing the insurance coverage required in Exhibit B.
3.
A sample of the type of representation contract typically used by your Company to
provide services similar to those required for the Project.
4.
Please provide an explanation of any exceptions or deviations your company will require
with respect to the Notable Contract Concepts in Exhibit B, attached. Exceptions will not automatically cause a
proposal to be deemed unacceptable. However, exceptions not providing obvious benefit to the Smithsonian
Institution may result in rejection of a proposal as unacceptable.
IV. Evaluation Criteria. Subject to the discretion of the Smithsonian, any Company may be selected who is
deemed responsible, whose proposal conforms to the requirements in all of the RFP documents, and is judged,
based on the evaluation criteria below, to represent the best value to the Smithsonian. The Smithsonian will not
select a Company whose proposal is determined to be unacceptable to the Smithsonian.
Evaluation factors:
1.

Proposed Projects fit with the Institutions brand, mission, and core values as well as
demonstrated ability to effectively communicate the Smithsonians mission and core
values.

2.

3.

4.
5.

Business, financial, and legal terms, including but not limited to annual financial
projections for each year of the proposed term, including advance, minimum annual
guarantee, royalty rate, and projected royalties to the Smithsonian.
Demonstrated ability to develop, package, promote, sell, operate, and administer
differentiated, superior, innovative, and successful media products (feature film, IMAX
properties) with the broadest possible audience reach across a number of major domestic
and international media and entertainment agencies.
Marketing plan and timeline for implementation of the Project.
Past performance of your Company (e.g., compliance with contract requirements, quality
of products/services provided, timeliness of performance, cost control, business
relations). The Smithsonian may use past performance information obtained from sources
other than the references identified by your Company.

All evaluation factors other than the financial, business, and legal terms factor, when combined, are more
important than the Financial, business, and legal terms factor. The Smithsonian reserves the right in all cases to
be the sole judge determining whether a company meets the evaluation criteria.

V. DEADLINES

Questions and Notification of Intent to Submit a Proposal Due: Questions and Notifications must be received at
the email address preid@si.edu by 2:00 P.M. Eastern Time Monday, December 15, 2014.

Proposals Due: Proposals must be received via email and/or overnight courier at the email address preid@si.edu
and at 600 Maryland Avenue SW, Suite 6001 Washington DC 20024 by 2:00 P.M. Eastern Time Friday, January 9,
2015 in order to be considered.

VI.

ATTACHMENTS

Exhibit A: Executive Summary: Smithsonian Strategic Plan

Exhibit B: Notable Contract Concepts
Exhibit C: Representations and Certifications

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