Door County Economic Development Corp. Request For Proposals for Website Re-Design

DCEDC’s website,, serves as a primary portal of introduction to the organization’s scope of services including: Attraction Marketing, Business/Entrepreneurial Development, Non-traditional finance, and Workforce Development.

 Project Title: Website Redesign

RFP Response Due Date and Time:
December 5, 2018, 5:00 p.m.

RFP Contact/Project Manager: Jim Schuessler, Executive Director
RFP Submission E-Mail Address:

Door County Economic Development Corporation
185 East Walnut Street
Sturgeon Bay, WI  54235


Schedule of Events Date/Time
RFP Release 11/14/2018
Proposals Due to DCEDC 12/05/2018
Proposer Capabilities Presentation 12/12/2018 –12/14/2018
Announcement of Successful Proposer 12/17/2018
Contract Begins 12/19/2018

Unless authorized by the Executive Director, no other DCEDC employee may speak for the organization regarding this solicitation until award decision is complete. Any Proposer seeking information, clarification, or interpretations from any other DCEDC employee uses such information at Proposer’s own risk. DCEDC is not bound by such information.  Following the Proposal submittal deadline, Proposers shall continue to direct communications to only the DCEDC Executive Director.
This RFP has been developed and distributed by Door County Economic Development Corporation, a non-profit organization. 

Table of Contents

  1. Purpose and Background.
  2. Project Objectives.
  3. Minimum Qualifications.
  4. Demonstration of Experience.
  5. Scope of Work.
  6. Budget
  7. Procedures and Requirements.
  8. Response Format.
  9. Selection Process.

1.  Purpose and Background.

Since its founding in 1989, Door County Economic Development Corporation has been a public/private organization dedicated to improving the economic vitality of Door County and its residents.
In 1988, a Task Force appointed by the County Board completed a nine-month assessment of the economy and presented a revitalization report. At that time, the local economy was plagued by the loss of 2,000 jobs and 18% unemployment. Governor Thompson brought his entire cabinet to Door County and conducted a day-long Economic Summit.  The keystone recommendation of the Task Force was to prioritize and recognize our economic development infrastructure.
The blueprint for the ideal organization was a not-for-profit business structure, with joint public/private funding, private sector leadership, and a full-time staff to lead a diverse economic development strategy. By February of 1989, the inaugural Board of Directors had been assembled, funding for initial operations was secured, and an Executive Director was hired.
That started a new chapter in Door County’s history, where business, jobs, and private investment were elevated to a new level of importance.

DCEDC’s website,, serves as a primary portal of introduction to the organization’s scope of services including: Attraction Marketing, Business/Entrepreneurial Development, Non-traditional finance, and Workforce Development.
Workforce Development has become more important than ever, in a time where more jobs are available than there are people available to fill the jobs.
The updated website must serve all aspects of economic development, including attracting prospective new workforce to Door County, a place of natural beauty and desirable quality of life.

These priorities are currently hindered by the following issues:

  • Our current website has too many subpages, making navigation complex and hard to read. Content is subsequently buried, forgotten about, thereby not updated. With updated Information Architecture (IA), User Experience (UX) and Content Strategy, we plan to greatly simplify discoverability and provide the optimal UX for our investors, prospective new business recruits, and workforce seeking career opportunities and desirable quality of life.
  • Our current website is dated and fails to convey an appropriate statement regarding the economic ecosystem. It does no justice to the attractiveness and opportunities in Door County as a place to live and work, or live and start a business.

The organization we choose to redevelop DCEDC’s website will modernize and re-design D to align with today’s UX goals and expectations.

An example of a high-quality site with strong UX is An economic development site with simplicity of design and focus on core objectives would include,, and

We seek creative design proposals and your professional expertise to update our website to maximize our mission.
Additionally, DCEDC intends to launch a targeted marketing campaign to attract additional workforce and businesses.

Period of Performance and DCEDC Project Teams

The overall project schedule is four months for completion and launch.
DCEDC will assist with creation of new content as needed during the design and build phases.
The first three phases—Discovery, Design, and Prototype Page Design—are anticipated to take no more than two months.

Project Work Milestones
1.       Discovery Phase  
2.       Design Phase
3.       Prototype Page Design Phase
4.       Support During the Building Phase (as required)
5.       Launch and Post Launch Support

DCEDC will organize a small Core Project Team of DCEDC staff that will attend all project meetings and review all deliverables. The Core Project Team will be led by the Executive Director but will also include DCEDC team and board members.

Additionally, there will be an external group of stakeholders who will be kept informed and involved in deliverable reviews.  The selected Proposer shall present key deliverables to both the Core Project Team and stakeholders as necessary.

2.  Project Objectives.

DCEDC’s website redesign objectives shall include, but are not limited to:

  • Greatly improve discovery and access of DCEDC information via internal search and external search engine optimization.
  • Create a UX that is quickly responsive to user’s device for both desktop/mobile devices.
  • Integrate DCEDC’s blogs/enews/surveys via Constant Contact into the primary domain while keeping WordPress as the publishing platform.
  • Delivery of a consistent DCEDC-branded visual design throughout the site. This will align with our new brand strategy for 2019.
  • Provide guidance on industry best practices for translated content
  • A site that can easily be updated by DCEDC staff.
  • Potential subdomains for Door County Housing, Door County Technical Council, etc.
  • Include linkage to and a Site Assistance website.

3.  Minimum Qualifications.

Proposers shall demonstrate past experience in meeting these minimum qualifications.  Those that do not meet to these minimum qualifications shall be rejected by DCEDC without further consideration:

  • Candidate must provide sufficient detailed information that demonstrates successful completion of comparable work on similarly complex projects.
  • Experience developing websites that utilize current design best practices (including flexible designs for desktop, mobile, tablet), ideally for business and workforce attraction.
  • Experience in developing strong marketing programs that will attract the attention of prospective workforce and new businesses/entrepreneurs.

4.  Demonstration of Experience

As part of your response, please provide examples and reference information (including company name, project name, company contact name, phone number, e-mail address) demonstrating experience in the areas listed below:

  • Provide examples of your work with non-profit, public sector, higher education, and/or like organizations.
  • Provide examples of start-to-finish work that helped organizations solve UX needs that included providing simplified ways of curating and surfacing related content.
  • Provide examples of your clear, data- and research-driven methodology for web development and UX design.
  • Provide examples demonstrating expertise in IA and UX to drive flexible design that performs effectively on desktop, mobile and tablets across all operating systems and multiple browsers.

5.  Scope of Work

DCEDC expects the project schedule to be informed by the Scope of Work listed below.  The Scope of Work details major phasing for milestone delivery and invoicing. While this Scope has been designed to satisfy the objectives of this project, DCEDC may consider suggestions for different or additional phase details.  Note that the first three phases, Discovery, Design, and Prototype Page Design, are anticipated to take no more than two months.
For each phase, it will be required that detailed notes of meetings be recorded and presented as part of the project documentation.
The following are inclusive but not necessarily exhaustive lists of requirements and deliverables for each phase.  If the responding Proposer follows methodologies and process which includes additional or different steps, phases, or deliverables, please include that in your proposal response.
User Testing is expected prior to launch, and the testing deliverable will be in the form of an analytical findings report.

Discovery Phase:
The following is an inclusive but not necessarily exhaustive list of requirements and deliverables for the Discovery Phase:



  • Performing stakeholder interviews to understand DCEDC’s mission, vision and key business drivers and how these criteria inform project objectives.
  • Working with DCEDC, conduct a website audit which will be used to identify the core content, prioritize content, eliminate duplicate and outdated content as well as inform the new IA and UX.
  • Reviewing historic web analytic data to inform IA to meet our objectives.
  • Developing a project schedule.


  • Findings Report outlining recommendations for meeting project goals
  • Outline of the proposed IA.
  • Project Schedule.

Design Phase
The following is an inclusive but not necessarily exhaustive list of the requirements, desired features, and deliverables for the Design Phase:


  • Conduct necessary user research and usability testing throughout the life of the project to achieve objectives.
  • The design process will include review and revision cycles as needed to achieve approval of final design.
  • Ensure the new IA and UX aligns with search engine optimization best practices.


  • Design layouts for all page and feature templates.
  • Detailed functional specifications.
  • Usability test results and related data.

Prototype Page Design Phase
The following is an inclusive but not necessarily exhaustive list of the elements of the Prototype Page Design Phase.


  • Page Prototypes:
    • Design, create, and deliver layered- files which serve as a non-functional Prototype for each page type. (Preferred application is Photoshop)
    • Design, create, and deliver layered files which serve as a non-functional Prototype for each reusable component type.
  • Graphic Assets:
    • Layered-files for all necessary graphic assets.
  • Style Guide:
    • A comprehensive website style guide that can be edited by the DCEDC on an ongoing basis.

 Launch and Post Launch Support

The following is an inclusive but not necessarily exhaustive list of the elements of the Launch and Post Launch Phase:

  • QA and Testing
    • Ensure integrity of design via robust QA and testing support through launch and post launch

Proposer should clearly address how it plans to accomplish each element of the Scope of Work in the RFP response, as well as provide a project schedule.  This will be key documentation that DCEDC will be using to evaluate the quality of the submission.

6.   Budget

Prepare proposals for both the development of the completed website and initial marketing campaign to attract workforce and both businesses and entrepreneurs.


Prices quoted in the proposal should be all inclusive and if the execution of work requires the use of subcontractors it should be stated in the proposal.

7.   Procedures and Requirements.

7.1 Questions.
Proposers may submit written questions to the Project Manager until the deadline, December 5, 2018. DCEDC requires all questions to be submitted via e-mail to DCEDC’s Executive Director at Failure to request clarification of any inadequacy, omission, or conflict will not relieve the Proposer of responsibilities under in any subsequent contract.  While DCEDC will make every effort to inform potential Proposers of such inquiries, it is the responsibility of the interested Proposer to assure they receive responses to questions if any are issued.

7.2 Changes to the RFP/Addenda.
A change may be made by DCEDC if, in the sole judgment of DCEDC, the change will not compromise DCEDC’s objectives in this acquisition.  A change to this RFP will be made by formal written Addendum issued by DCEDC’s Executive Director and shall become part of this RFP and included as part of the Contract.  

7.3 Receiving Addenda and/or Question and Answers.
It is the obligation and responsibility of the Proposer to learn of Addendums, responses, or notices issued by the DCEDC via an inquiry to DCEDC’s Executive Director. 
All submittals sent to DCEDC may be considered compliant to all Addendums, with or without specific confirmation from the Proposer that the Addendum was received and incorporated, at the sole discr


etion of the Executive Director.  The Executive Director may reject the submittal if it does not fully incorporate an Addendum. 

7.4 Proposal Submittal.
The following requirements shall apply:
Proposals must be received into DCEDC no later than the date and time on page 1 except as revised by Addenda. 

  1. All pages are to be numbered sequentially.
  2. Proposers are required to submit their proposal electronically.
  3. The Proposers have full responsibility to ensure the response arrives 
    at the DCEDC within the deadline. A response delivered after the deadline will not be accepted unless waived as immaterial by DCEDC given specific fact-based circumstances. 

7.5 Electronic Submittal.
DCEDC requires an electronic submittal of bid responses to facilitate group review and document distribution.  No paper bid submittals will be accepted.  If submitting large files, a Dropbox link would be appreciated.

  1. The electronic submittal is emailed to DCEDC contact (see page 1), by the RFP due date and time deadline.
  2. Title the e-mail so it won’t be lost in an e-mail stream.
  3. Any risks associated are borne by the Proposer.

7.6 Readability.
DCEDC’s ability to evaluate proposals is influenced by the organization, detail, comprehensive material and readable format of the response.

7.7 Changes or Corrections to Proposal Submittal.
Prior to the submittal due date, a Proposer may change its proposal, if initialed and dated by the Proposer.  No changes are allowed after the closing date and time.

7.8 Errors in Proposals.
Proposers are responsible for errors and omissions in their proposals.  No error or omission shall diminish the Proposer’s obligations to DCEDC.

7.9 Withdrawal of Proposal.
A submittal may be withdrawn by written request of the Propos

er.  After the closing date and time, the submittal may be withdrawn only with permission by DCEDC.

7.10 Rejection of Proposals.
DCEDC may reject any or all proposals with no penalty.  DCEDC may waive immaterial defects and minor irregularities in any submitted proposal.

 7.11 Independent Contractor.  
The selected Proposer shall work as an independent contractor.  DCEDC will provide appropriate contract management, but that does not constitute a supervisory relationship to the Proposer. DCEDC will not provide space in DCEDC’s offices for performance of this work.  The selected Proposer shall perform a majority of the Scope of Services from their own office space or in the field.

7.12 Insurance Requirements.
No special insurance requirements are required for the work under this R

equest for Qualifications.  However, the Proposer agrees to maintain premises operations and vehicle liability insurance in force with coverages and limits of liability typically maintained by Proposers performing work of a scope and nature similar to that called for under this RFP, but in no event less than the coverages and/or limits required by Wisconsin state law. 

7.13 No Conflict of Interest. 
Proposer (including officer, director, trustee, partner or employee) must not have a business interest or a close family or domestic relationship with any economic development organization, officer or employee who was, is, or will be involved in selection, negotiation, drafting, signing, administration or evaluating Proposer performance. DCEDC shall make sole determination as to compliance. 

8. Response Format.

Submit proposal with the following format and attachments.  Failure to clearly and completely provide all information below, on forms provided and in order requested, may cause rejection as non-responsive.

  1. Letter of interest. (Optional)
  2. Legal Name:
    • Submit a certificate, copy of web-page, or documentation from the Secretary of State in which you incorporated that shows your company legal name. Many companies use a “Doing Business As” name or nickname in daily business; DCEDC requires the legal name for your company. When preparing all forms below, use the proper company legal name.
  3. Minimum Qualifications:
    • Provide a single page that lists each Minimum Qualification, and exactly how you achieve each minimum qualification. Remember that the determination that you have achieved all the minimum qualifications is made from this page. The Project Manager is not obligated to check references or search other materials to make this decision. 
  4. Proposed Response to RFP:
    • The response should include examples that illustrate Proposer’s experience outlined in:
    • “Section #4: Demonstration of Experience”
    • The response should include a detailed description of how the Proposer plans to complete the tasks/deliverables/outcomes as described in the:
    • “Section #2: Solicitation Objectives”
    • “Section #5: Scope of Work”
    • The response should include an estimated project schedule that corresponds to “Section #5: Scope of Work”
    • The response should include the estimated number of work hours for each deliverable, the estimated time required (task completion dates) and the Proposer’s fee schedule [the fee schedule should correspond to “Project Work Milestones table in Section #1”].
    • The response should include an organizational chart of proposed team members. Your plan should include the names, roles and bios of staff members and external partners assigned to the project, including anticipated level of participation.

9.   Selection Process.

Details of the selection process are outlined below.
The submitted proposals will be initially screened for minimum qualifications.  The proposals that move past this screening process will be evaluated based on the Proposal Evaluation criteria below.  Candidates judged to be most responsive to the Proposal Evaluation criteria (below) will be invited to be interviewed.  After the interviews, the DCEDC will select the highest ranked Proposer for award and then move to the contract negotiation process.

9.1 Initial Screening: Proposals will be reviewed for initial decisions on responsiveness and responsibility in meeting the Minimum Qualifications.  Those found responsive and responsible based on an initial review shall then be considered for proposal evaluations.  

9.2 Proposal Evaluation:  DCEDC will evaluate proposals using the following selection criteria, listed below in order of importance:

  • Past work examples demonstrating user-centered design methodology for IA and UX design on similarly complex projects.
  • Proposed Services (responsiveness to Scope of Work)
  • Proposed cost
  • Staff resources to meet desired milestone delivery schedule as needed

 9.3 Interviews: DCEDC will interview the firms that are judged to be most responsive to the RFP specifications as described in Section 11.2.  Agencies invited to interview are to bring the assigned Project Manager named by the Proposer in the Proposal, and should bring other key personnel named in the Proposal. The Agent shall not bring individuals who do not work for the Proposer or are on the project team without advance authorization by DCEDC Project Manager. During the interview, Proposer will provide further detail on one or two projects that best exemplify Proposer’s proposed solutions to our outlined problems. DCEDC will further evaluate Proposer on the depth and quality of its presentation.

9.4 Professional References:  DCEDC may contact one or more professional references that have been provided by the Proposer/Proposer or other sources that may not have been named by the Proposer but can assist DCEDC in determining Proposer performance/experience. 

9.5 Final Selection:  Applicants will be evaluated and ranked using the following criteria.


Criteria Percentage Weight
Past work examples that best exemplify the proposed solutions to our outlined problems. Depth and quality of onsite presentation and reference checks will be a factor. 20%
Proposed Services (responsiveness to Scope of Work). Staff resources to meet desired milestone delivery schedule as needed. 35%
Proposed cost 35%
Organizational fit 10%

9.6 Contract Negotiations. 
DCEDC may negotiate elements of the proposal as required to best meet the needs of DCEDC, with the apparent successful Proposer.  DCEDC may negotiate any aspect of the proposal or the solicitation.

9.7 Right to Award to next ranked Proposer.
If a contract is executed resulting from this solicitation and is terminated within 90-days, DCEDC may return to the solicitation process to award to the next highest ranked responsive Proposer by mutual agreement with such Proposer.   New awards thereafter are also extended this right. 

9.8 Negotiations.
DCEDC may open discussions with the apparent successful Proposer, to negotiate costs and modifications to align the proposal to meet DCEDC needs within the Scope of Work sought by this RFP solicitation.

9.9 Taxpayer Identification Number and W-9: Unless the Proposer has already submitted a Taxpayer Identification Number and Certification Request form (W-9) to DCEDC, the Proposer must execute and submit this form prior to the Contract execution date.

Thank you for your interest in our website re-design project!
We look forward to reviewing your proposal and portfolio.

Posted in News |

Comments are closed.