Issued By:  Cal Discoveries Travel (CDT), Cal Alumni Association (CAA)  

RFP Issue Date: Feb. 14, 2025  

Response Deadline: March 17, 2025  

Objective

Cal Discoveries Travel seeks proposals from experienced professionals with  expertise in database marketing, audience segmentation, data analytics and  behavioral marketing.  

The chosen contractor will work to elevate our marketing strategies by  leveraging advanced marketing tools and analytics to create data-driven,  highly targeted campaigns. These efforts will aim to increase response rates, tour  bookings, total travel revenue, program awareness, and alumni engagement.  The selected vendor will provide a roadmap, execute the necessary tasks, and  build a sustainable marketing foundation that our in-house team can manage  independently following the project.  

Scope of Work

The selected contractor will be responsible for the following:  

1. Data Analytics  

• Identify and implement a robust data analytics platform to track data on  email engagement, post-trip survey responses, direct mail campaigns,  digital ad performance, website user behavior (as allowable), stated  preferences/interests, and social media engagement.  
• Provide cost estimates for software/tools and justify their selection.  
• Implement and integrate these tools into existing CDT/CAA systems for  seamless functionality.  
• Use analytic insights to refine/optimize future marketing campaigns and  predict future customer behaviors, improving overall marketing  effectiveness. 
• Develop training guidelines and materials for the CDT team to manage  and utilize these tools post-project.  

2. Targeted Marketing Campaigns  

• Identify and implement advanced digital marketing tools to segment lists  from the alumni base for more precise targeting and timing (both email  and physical mail promotions).  
• Establish a framework for personalized email campaigns tailored to alumni  demographics, interests, behaviors, and travel preferences/history (e.g.  solo travel, luxury, domestic, etc.).  
• Implement triggered retargeting marketing strategies and workflows, such  as follow-up emails to engaged recipients who interacted with prior  communications, online or offline.  
• Provide cost projections and licensing requirements for any new-to-CAA  proposed marketing tools.  

3. Future Trip Portfolio Selection Optimization  

• Identify tools and techniques to analyze historical traveler data (not  limited to current CDT demographic) and external web-search data to  identify high-potential, high-performing destinations and trip types, as well  as a variety of other potential travel programs that may appeal to  different subsets of the alumni population.  
• Develop data-driven tools to help the team annually select a portfolio of  trips most likely to succeed (in terms of revenue, trip quality, fill rate, etc.),  while reducing CDT’s quantity of underperforming trips.  
• Deliver detailed cost estimates for any new-to-CAA tools and provide a  roadmap for ongoing analysis.  

4. Marketing Optimization Framework  

• Identify the relevant key performance indicators (KPIs) for measuring the  performance of travel marketing campaigns.  
• Define and implement a framework for evaluating KPIs. Use this framework  to assess campaign performance across digital/email, and physical  marketing channels.  
• By the end of the contract, develop and deploy a system that enables  the existing team to continue monitoring KPIs and adjusting strategies to  maximize net revenue.  
• Provide a cost breakdown for maintaining these systems long-term. 

Deliverables

The contractor will deliver the following, aligned with the tasks outlined in the  Scope of Work:  

• Implementation and Results Delivery: Full execution of the scope of work,  including systems integration, campaign execution, and optimization  frameworks, ensuring all outlined tasks are achieved successfully.  
• Project Roadmap: Detailed project timeline and roadmap, including  identification of key milestones.  
• Budget: Detailed budget covering all tools, systems, and implementation  work, including contractor pricing.  
• Training: As needed to ensure CDT staff can manage and maintain all  tools, systems, and campaigns independently.  

Proposal Requirements

Proposals should address the following:  

1. Qualifications 

• Overview of relevant experience and past projects related to data driven marketing and analytics, with a focus on expertise in  database marketing, audience segmentation, data analytics and  behavioral marketing.  

2. Proposed Approach 

• Detailed strategies for accomplishing the outlined scope of work,  including specific tools and technologies recommended.  

3. Budget 

• Itemized cost breakdown for implementation, tools, and  technology.
• Hourly or project-based pricing structure.  

4. Timeline

•  Provide a realistic timeline for implementing each component of  the scope of work, including target dates for completion of:
  • Tool recommendations and cost projections
  • Initial system implementation and integration
  • Final system setup and staff training

5. References 

• At least two professional references from similar projects.

Evaluation Criteria

Proposals will be evaluated based on the following:  

• Expertise and qualifications (30%)  
• Feasibility and alignment of the proposed approach (30%) 
• Cost and value for money (20%)  
• Timeline and ability to meet deadlines (10%) 
• References and past performance (10%)

Submission Instructions

Please submit proposals or questions to Deborah Doyle at  

deborah.doyle@alumni.berkeley.edu by March 17, 2025.  

We look forward to your response and the possibility of partnering to improve  Cal Discoveries Travel’s marketing effectiveness.  

Sincerely,  

Deborah Doyle  

Cal Discoveries Travel 

Our Operating Principles

We are especially interested in hiring a candidate who will commit to building a workplace that:

• Fosters personal accountability and empowerment
• Inspires personal integrity and a commitment to ethical standards
• Builds trust and mutual respect
• Fosters effective communication
• Conducts work that is inspirational, innovative, forward-thinking and adaptable
• Reinforces teamwork
• Offers constructive feedback and coaching
• Shares a common commitment to vision/goals
• Nurtures a positive outlook
• Affirms diversity
• Allows for an aesthetic, healthy and accommodating physical workspace.

Benefits

For Our Full-time Employees:

CAA offers an excellent health care and supplemental benefits packages, 403(b), a generous paid time-off benefit, and more. We have a friendly, relaxed but professional environment, and we pride ourselves on our team approach.

Health Care Benefits:

• CAA employees are required to contribute 10% of their total medical premium for the employee and 20% for any eligible dependents.
• CAA pays 100% of the premiums for Dental and Vision benefits for the employee and any eligible dependents.

Paid Time Off Benefits:

• Vacation: 16 days/year for first 2 years of service, 18 days/year after completing 2 years of service, 21 days/year after completing 5 years of service.
• Sick time: 12 days/year
• Holidays: 11 total per year
• Paid time off between Dec 26 and Dec 31
• Birthday Holiday: 1 Day off

Professional Development:

• As affiliates to UC Berkeley, CAA employees are eligible to participate in many of the on-campus professional development workshops, seminars and professional networks available to UCB employees. Please note that this does not include undergraduate or graduate courses offered to students.
• CAA has a partnership with UC Berkeley Extension that offers our employees a discount on enrollment fees.

Financial Benefits:

• 403(b) retirement savings plan with a company match
• Supplemental Insurance with 100% of premiums paid by CAA:
  • Life Insurance
  • AD&D Insurance
  • LTD Insurance
• Option to purchase supplemental insurance plans from AFLAC

Commuting and Parking:

• If you’re a commuter, consider taking advantage our pre-tax public transit commuter benefit. You can load your Clipper Card or pay public transit fare with pre-tax dollars.
• Cal Bear Pass: Take advantage of UCB’s partnership with AC Transit. The partnership offers a cost savings of up to 70% off the standard monthly bus pass rate! CAA employees are eligible to purchase an AC transit pass at the faculty/staff discount rate with pre-tax payroll deductions.
• UCB Campus Parking Permit: As affiliates to UCB, our CAA employees are eligible to purchase a campus parking permit at the faculty/staff discount rate with pre-tax payroll deductions.

Access to Campus Programs and Discounts:

• Eligible to join the Recreational Sports Facility (RSF) at the Faculty/Staff discount rate
• Special campus events
• Free admission to the University Art Museum
• Discount tickets for Cal Performances, Pacific Film Archive, and Hertz Hall
• AirBears: wireless internet access on campus