Republican National Committee

Request for Proposal for the Redesign of GOP.com

Chuck DeFeo
Online Communications Director
Republican National Committee
310 First Street, SE
Washington, DC 20003
Phone: 202.863.8536
cdefeo@rnchq.org
www.gop.com
1. Overview Page 3
1.1 Objectives
1.2 Audiences
1.3 Scope of Services

2. The Proposal Page 4

2.1 The Web Site Primary Tools and Features
2.2 Technical Standards
2.2.1 Technical Security Requirements
2.2.2 Performance Standards
2.2.3 Single Database Interface
2.3 Special Requirements
2.4.1 Key Personnel
2.4.2 Confidentiality
2.4.3 Document Management
2.4 Post-Implementation Support

3. Deliverables Page 9
3.1 Documentation
3.2 Web site Elements

4. Project Administration and Implementation Page 10

Project Management
Web Site Design
Schedule
Acceptance Testing

5. Proposal Instructions Page 12

5.1 Cost Proposal
5.2 Technical Proposal

6. Evaluation and Selection Factors Page 13

7. Questions, Proposal and Decision Deadlines Page 14

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1. Overview

The purpose of this document is to request a proposal for the redesign of the Republican
National Committee’s primary Web site at GOP.com. This new site is intended to bring
a more standard “look and feel” and navigation structure to the RNC’s overall Web
presence.

The RNC is seeking assistance in the design, development, and implementation of a new
Web site that will help standardize the RNC Web presence across its online properties.
The successful vendor shall work with the RNC to define the Web site creatives, content,
and navigation. The vendor shall document the development cycle, provide the necessary
documentation identified herein, provide the necessary development, and provide
additional post implementation support as specified.

1.1 Objectives

The primary objective of this project is to create a message driven, user-friendly, content-
oriented, focal point for Republicans to congregate online that channels users into a
higher level of activism for the party. This site should serve as the centerpiece of
Republican online activity – connecting people to the party and to each other. The more
useful our visitors find the site, the more time they will spend online with us. The
increased time should translate into a greater level of activism.

Currently, the RNC has multiple Web sites with different URLs, navigation structures
and branding used for communications, grassroots activism, and servicing donors. This
effort should bring most of these sites under a standard brand and navigation when
appropriate. Visitors to any RNC online property should be able to access information or
online tools with no more than three clicks. This should be accomplished with standard
navigation across the sections built into the new site and a RNC Web presence navigation
bar that will be incorporated into existing sites.

1.2 Audiences

The Web site should serve to meet the needs of the multiple audiences that frequent our
online properties and build user loyalty. The audiences are:

a) Party Loyalists: Currently our properties are most frequented by Republican

supporters and activists. A primary objective of the new presence is to increase
the amount of time these people are spending with us online. We intend on
accomplishing this through better navigation across properties, loyalty building
offerings, community building tools, and better content.

b) Donors: We currently have separate Web sites for our various donor groups. It is
our intent to better integrate these targeted Web sites into the primary Web site
and content. This effort shall offer our donors “upgrades” from the basic tools
offered and password protected sections available only to their donor group.

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 c) Persuadable Voters: A segment of our online users are prospective voters
seeking to learn more about the Republican Party and what it stands for. The
Web site shall offer these users demographic and issue-oriented sections of
content for these users to learn more about Republican positions important to
them and channel them to signing up for further information and involvement
with the Party.

d) Media: Members of the news media turn to our Web sites for the latest
information from the party. The new Web site shall also serve to enhance our
media relations’ efforts by offering not only an archive of news releases and
statements but also a rich media archive.

1.3 Scope of Services

The vendor shall provide all services necessary to define, develop, deliver, implement
and maintain an RNC Web site as defined herein on a fixed-price basis. The equipment
and software necessary for the proposed design will be supplied by the RNC unless you
are proposing a proprietary application.

2. The Proposal

2.1 Web Site Primary Tools and Features

In order to meet the needs of the Web site's audiences, the finished Web presence shall
contain but is not limited to the following tools for our visitors and content managers.
Some additional viral marketing and activist tools are envisioned.

a) Secure Content Administrative Tool: Provide a secure environment for non-

programmers to upload content to the Web site.

b) Search Engine: Beyond the simple keyword search capabilities, an advanced

search engine enabling users to search by document type (press releases,
speeches, talking points, news conferences, etc.), date, issue. The capability to
search formats such as Adobe Acrobat, Word, Excel, Real Video and Audio files
is required. While this redesign will not encompass all of the RNC Online
properties, this search engine must be able to search other RNC designated Web
sites as thoroughly as possible. Particular attention shall be paid to the layout and
information provided in the search results. An intelligent search agent that builds
a thesaurus of search terms is preferred but not required.

c) RNC Web Presence Navigation Tool: This project will not include all of the
current RNC online properties but there is a need to standardize navigation across
these sites. The vendor shall create a navigational tool bar that would be placed at
for the top of each Web page and shall provide quick access to the various

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d) Spanish Language Section: The site shall include a Spanish language site that
contains content targeted to Latinos. The RNC employs Spanish speakers and
translation services and will handle all translation of the language. The vendor
shall provide the text graphics in Spanish (based on our translation) and
accommodate the uploading of documents into the Spanish section in the content
management system.

e) Video Library/Streaming Media: The Web presence shall provide streaming

video and audio files in one, possibly two formats. The content management
system shall accommodate the uploading of these files.

f) Customization and Personalization of the Web site content: Users of the site
shall be able to fill out a single form that allows them to give us their personal
information and opt-into the various programs and tools we offer – Team Leaders,
chats, message boards, free email accounts – while customizing/personalizing the
site to their preferences. Upon sign up the user should receive an email detailing
their information and a sustaining cookie placed on their PC to retain the
information for future visits.

g) Email Accounts: This site shall offer email accounts to our visitors similar to
Hotmail or Yahoo Mail. The successful vendor for this contract will not be
responsible for the application and administration of these accounts, however it is
expected that a single sign up in the main site should interface with this
application.

h) Chat Rooms: The site should offer moderated and un-moderated chat to our
visitors without their having to download chat software. Users should not be
required to but should have the ability to register with the site to participate in a
chat.

i) Message Boards: The site should offer moderated message boards for people to
post messages. Users should be required to register with the site prior to
accessing and participating in a message board discussion.

j) Photo Gallery: A section of photos w/ captions that people can peruse and
forward to friends.

k) User Verified Quick Polling: Allow users to take a “quick poll” on topics from
the main page of the site. Upon taking the poll they are asked to give us their
email address and possibly more information that can be used to verify against
our current database. The model for this functionality is Vote.com.

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 l) Secure Log-in Areas for Donors: A subset of users will have access to sections
of content that match up to one of our six donor groups. These sections shall
require a password and user ID. The site should be able to generate auto
password reminder emails for users.

2.2 Technical Standards

The RNC has various standard technologies and products that are used to provide IT
capabilities. The Web site shall use the standards listed below. Vendor proposals may
deviate from the following standards provided the proposal includes a detailed
justification for the deviation(s).

The RNC currently employs Divine Participant Server for content creation, management
and publication. The RNC proposes to extend the use of this content management system
across all Web properties when possible. Bidders to this project should consider and
remark on their capability with this development platform. While it is not imperative that
the winning bidder for this project maintain the use of Divine Participant Server, bidders
should be prepared to establish a front and backend system that maintains the feature set
found in Participant Server.

Additional technical considerations include:

a) Public Internet access shall be via port 80 and use the HTTP protocol.

b) System shall support 128 bit Secured Socket Layer (SSL) encryption. The port
required for this shall be port 443 and use the HTTPS protocol.

c) System administration shall use a separate port for security concerns.

d) Content managers shall be provided secure and encrypted login capabilities.

e) The database and Web/application servers shall reside on separate servers.

f) The connection between the database and Web/application servers shall be direct,
system controllable, and provide secure communications.

g) Visitor access shall be accessible via Netscape 4.75 or Microsoft IE 5 or higher.

h) The system design shall not allow for published information to be stored in any
system folders or directories.

i) It is preferred but not required that the final Web presence be compliant with the
"Electronic and Information Technology Accessibility Standards, § 1194.22
Web-based intranet and internet information and applications." These guidelines
are available at: http://www.section508.gov/final_text.html#Web

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 j) Use of Windows 2000, IIS, and SQL is preferred.

k) Use of XML to enable content distribution is preferred.

2.2.1 Technical Security Requirements

The Web site shall pass computer system security testing conducted for the RNC by a
third-party security firm. The system shall include appropriate security safeguards to
enforce data integrity, availability, and reliability. Use of Secure Windows 2000 IIS is a
possibility. As a minimum, the system shall also ensure protection against the following:

a) External and/or internal penetration attacks against system vulnerabilities.

b) Password cracking attempts against some or all of established access accounts.
c) Other techniques of gaining unauthorized access to system or user information.

2.2.2 Performance Standards

a) Each page must be no more than 40K in HTML source code.

b) The complete index page of the site shall download over a T1 in five seconds or
less.
c) Complete internal pages of the site shall download over a T1 in 7 seconds or less.
d) Internal search engine results should be delivered over a T1 in 8 seconds or less.

2.2.3 Single Database Interface

Multiple databases (eChampions, Team Leader, Finance, free email accounts, message
board registrant) should have a single sign up page available that feeds the internal email
databases that houses the three email lists and the free email account and message board
registration.

2.3 Special Requirements

2.3.1 Key Personnel

The individuals listed below are considered key personnel for this contract.

 Project Manager
 Primary Web site Designer
 Technical Lead

All key personnel are subject to the following:

a) Key personnel are not authorized to begin work under the project until the RNC’s
designated representative provides written approval of resumes (email is

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 b) Replacement is subject to the prior written approval of the RNC’s designated
representative.

c) Requests for replacement shall include a detailed resume containing a description

of position duties and qualifications, as well as information about the
qualifications of the individual(s) proposed.

d) Vendor proposals to move any key personnel off the contract shall be submitted
in writing at least 30 days in advance of proposed move, and are subject to the
approval of the RNC’s designated representative, including approval of proposed
replacement.

e) Any financial impact caused by the departure or replacement of key personnel

shall be absorbed by the vendor. The RNC shall have no financial responsibility
for the loss of key vendor personnel.

2.3.2 Confidentiality

Duplication or disclosure of the data and other information to which the vendor will have
access as a result of this work is prohibited. It is understood that throughout performance
of this project, the vendor will have access to confidential data which is either the sole
property of the RNC or is the sole property of other contracting parties. The vendor and
its subvendor(s) (if any) agree to maintain the confidentiality of all data to which access
may be gained throughout contract performance, whether title thereto vests in the RNC or
otherwise. The vendor and its subvendor(s) (if any) agree to not disclose said data, any
interpretations and/or translations thereof, or data derivative there from, to unauthorized
parties in contravention of these provisions, without the prior written approval of the
RNC. Subvendors are subject to the same stipulations and may be held responsible for
any violations of confidentiality.

2.3.3 Document Management

Upon request, all working documents in either electronic or printed form shall be
provided to the RNC’s designated representative at the time of contract completion or
termination. After the completion or termination of the contract, the vendor shall archive
material relating to project management records such as accounting and billing reports,
and time sheets. The vendor may archive other project documents and materials,
including the deliverables. However, these documents shall not be disclosed to other
parties or be used for any other purpose without the written permission of the RNC’s
designated representative.

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The vendor shall be responsible for protecting all project documents (including archived
documents and materials), either in electronic or printed form, consistent with the overall
sensitivity of their respective content.

2.4 Post-Implementation Support

Upon completion of the initial launch of the Web site the vendor shall provide technical
support to RNC technical staff for a period of twenty-four (24) months.

Upon completion of the twenty-four month support agreement the RNC will have the
unilateral option to extend this support agreement on a monthly basis for a total of six (6)
additional months at the existing pricing level. The decision to extend the support shall
be revised at the end of each month by the RNC.

Proposals must include service level agreements for each of the above 24-month support
agreements. The service level agreement will be incorporated into the awarded contract.

3. Deliverables

3.1 Documentation

The following documentation is necessary for the development of the site. Each
document deliverable shall be delivered initially in draft form for the RNC’s designated
representative's review, comments and edits.

a) Requirements Document: The requirements document shall be used to create the

new system design. This document shall identify and describe the new content
and system requirements. It shall include user level requirements for the site
visitor and content manager, technical requirements, and implementation
requirements.

b) Web Site Design Document: This document shall sate your design philosophy,
the user tools contained in the site (search engine, document forwarding, etc.), and
identify each section and subsection of content. Each content section and
subsection shall be accompanied by a description of the purpose for that section,
the audience(s) it is designed for, the information found there and the component
that shall provide the content. This document will be intended for use as a guide
for content creation as well.

c) Implementation Plan: The implementation plan shall govern the deployment of

the new system. This plan shall include all required actions, task durations, and
the personnel that shall be required for each action item. This document shall be
presented in a project schedule layout with supporting documentation as required.

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 d) Functional Test & Acceptance Plan: The plan shall detail and demonstrate all
functionality of the system.

e) Non-Programmer User Guide: A brief User Guide detailing the procedures that
are to be used by personnel that will be using the system to maintain, get reports,
post information/Web content.

3.2 Web Site Elements

In addition to the above documentation, the vendor shall provide the following items and
services:

a) Web/Application Servers & Related Elements: Design, install and configure

the front end Web site, the back-end user content management system,
Web/application servers, services, and related elements to operate within the
existing RNC infrastructure. All hardware and software patches, updates, and
security issues are to be implemented and/or resolved. If the vendor proposes to
host the site they will still be required to detail this information for the RNC.

b) Application and Source Code: Fully functional application(s) with performance

tuning for the RNC infrastructure.

4. Project Administration and Implementation

4.1 Project Management

In working with the RNC’s designated representative and RNC staff the following will be
expected of the Vendor.

a) Management: The vendor shall provide all management, administration,

staffing, planning, scheduling, etc., for all items and services required by the
contract. The vendor is solely responsible for managing all of the work
performed under this contract and supervising all of its employees. The vendor
shall adhere to the delivery schedule offered in their proposal or provide specific
reasons why they were unable to adhere to the schedule.

b) Primary Point of Contact: The vendor shall assign a Project Manager to this
contract to oversee all services performed. The Project Manager is responsible
for coordinating all work performed and shall act as the central point of contact
with the RNC and shall have the full authority to act for the vendor. The Project
Manager has direct accountability for the technical correctness, timeliness and
quality of all services performed and items delivered.

c) Design and Architecture Sign-Off: Prior to finalizing the new Web presence
design, content management system, workflow and navigation architecture, the

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 d) Weekly Meetings and Reports: The Vendor shall prepare and submit a written
(email is acceptable) report to the RNC’s designated representative on a weekly
basis depicting progress and any problems and proposed solutions. In addition to
the weekly reports, the Project Manager is expected to participate in weekly
meetings and/or conference calls with the RNC staff regarding the ongoing
project. These weekly meetings and reports are intended to provide the RNC with
specific information on the progress of the project, involvement at decision points
and an understanding of how well the vendor is reaching the project milestones.

e) Timely Alerts and Coordination: The vendor shall alert the RNC’s designated
representative of any problems related to task performance at the earliest
opportunity.

f) Web Access to Development: In order to thoroughly monitor the progress of the

site development the RNC’s designated representative shall be given secure
access to the development of the site and content management system.

4.2 Web Site Design

The vendor shall work closely with the RNC’s designated representative and other RNC
staff to develop a more consistent navigation system, "look and feel," and "message"
throughout the site. As stated, the primary goal of the site is to provide content and tools
for the multiple audiences of the site that increases the amount of time online at this site.
While a uniform design that allows the Web site user to clearly understand that they are
accessing the RNC’s Web presence is the principal objective, it is also envisioned that
certain issue oriented (Social Security, health care, etc) and demographic targeted
(Spanish language section, etc.) sections have a distinct “look and feel” while still
relatively consistent with the rest of the site. With this understanding some sections of
the site will have some varying characteristics.

Section 2.2 describes the minimum performance requirements and features of the Web
site.

4.3 Schedule

The schedule proposed shall include the date on which each deliverable must be received
by the RNC, for each deliverable and the completion date for the key milestones,
including acceptance testing by the RNC.

4.4 Acceptance Testing

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The RNC shall thoroughly test and review the final product prior to launch. Any errors,
inconsistencies, or reasonable changes identified during the RNC’s review shall be
provided in writing (email is acceptable) by the RNC’s designated representative. The
RNC will furnish applicable test results to the vendor to assist in resolving the
deficiencies. The vendor shall correct the deficiencies and notify the RNC’s designated
representative in writing (email is acceptable) when the system is ready for re-testing.

The computer security testing shall be a part of the acceptance testing conducted by the
RNC. The vendor shall allow at least 30 calendar days for the RNC to review the system,
and system documentation for compliance.

5. Proposal Instructions

5.1 Cost Proposal

At a minimum, the Cost Proposal shall include the following information:

a) Authorized Individuals: Provide the name, title, telephone number, fax number,
and e-mail address for the individual designated as the central point of contact for
this proposal.

b) Assumptions: Describe any assumptions used to develop the proposed prices.

c) Pricing and Skill Categories: In addition, provide supporting cost data for the
fixed prices to include: identification of all skill categories that will be utilized,
the name of each individual within each skill category, the number of hours by
individual, and the hourly rate for each individual; and, itemized other direct costs
such as travel and materials.

d) Estimated Cost of the Technology Solution: Provide a detailed breakdown of

the hardware and software RNC will need to accommodate your proposed
technology solution.

5.2 Technical Proposal

At a minimum, the Technical Proposal shall include the information described below.
Do not include any cost or price information in the Technical Proposal.

a) Executive Summary: Provide a concise narrative summary of your technical

proposal highlighting any key or unique features. If any portion of the work will
be subcontracted, identify the subvendor(s) and their respective role(s).

b) Experience: Describe your (and your team members, as applicable) experience in

performing similar Web site design services. Highlight your technical proficiency

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 c) Web Site Design: Describe your design philosophy, your understanding of how
to use the Web to communicate a message, and URLs of Web sites that you
believe would be good models for the new GOP.com Web site (if you created
them or not). Please include your initial suggestions for the top level sections of
content, the navigation structure and “look and feel” of the site. Additional
graphical mock-ups are preferred but are not required. Highlight any creative
ideas that you believe would better serve our audiences.

d) Technical Approach: Describe your approach to meeting the objectives of the

contract. At a minimum, provide: your approach to each deliverable and a
delivery schedule; specifically list the hardware and software necessary to
accomplish your proposed approach.

e) Resumes: Provide a short resume for each individual that will be assigned to this
project.

6. Evaluation and Selection Factors

The RNC will evaluate proposals on the basis of the technical factors described below
and price. The following technical evaluation factors are listed in descending order of
importance and are collectively considered "technical merit".

a) Web Site Design: The Web is a communications medium. The successful vendor
will demonstrate that they understand quality Web site design that aides in the
communication efforts of an organization using all of the tactics the Internet
offers.

b) Content Management System: As stated we are currently employing Divine

Participant Server. The successful vendor will demonstrate the ability to build a
Web interface for non-programmers to use this content management system.
While vendors are free to propose other content management solutions, the
additional cost of licensing another product will be taken into consideration.

c) Experience: The successful Vendor will demonstrate that they have extensive
and relevant experience in implementing both a compelling Web design and user-
friendly, easy to maintain, content management system. The RNC will base its
assessment on information provided in the proposal as well as information
gathered during any follow-up meetings (if held). The RNC may contact one or
more of the vendor's clients to confirm claims made about the vendor's
experience.

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 d) Technical Approach: The RNC will assess each vendor's understanding of, and
ability to implement and provide post-implementation support for the system in
an efficient and effective manner. The evaluation will consider the proposed
approach to providing the deliverables, the schedule, personnel qualifications, and
the service level agreements for post-implementation services.

e) Technology Solution. The RNC will assess how well the proposed technical
solution (hardware and software) will function in the current RNC environment
and how well the system will be able to adapt to technological and programmatic
changes.

f) Price Evaluation: RNC will evaluate the vendor's price proposal to assess the
realism and reasonableness of the fixed-price as well as the estimated cost for the
hardware and software portion of the solution.

After evaluating written proposals, the RNC may conduct discussions with all, or a
limited number of the vendors. Information obtained during discussions, whether or not
it is reduced to written material, may be considered by the RNC in the evaluation and
final decision.

7. Questions, Proposal and Decision Deadlines

Any questions regarding this request for proposals must be provided in written form
(email is acceptable) by Tuesday, September 17, 2002. Responses will be given on
Friday, September 20, 2002. Complete proposals are due by close of business
Wednesday, September 25, 2002.

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