SP24.21 - Enterprise Level CRM Software

We are seeking proposals from qualified vendors to provide an enterprise level CRM for the US
Space and Rocket Center (USSRC). The proposed system should be a turn-key solution including
software, implementation services, and provide on-going training and technical support.
A. Project Objectives & Scope of Work:
USSRC is seeking a So􀅌ware-as-a-Service (Saas), cloud solu􀆟on that will meet its core
requirements out of the box with minimal modifica􀆟ons. USSRC expects the Vendor to perform
the related professional services (e.g. best prac􀆟ces guidance, training, project management,
implementa􀆟on, integra􀆟on and report development) in a 􀆟mely and professional manner. The
desire is to phase into a centralized system to take advantage of workflow, repor􀆟ng, project
monitoring and improved customer interac􀆟on tools such as mobile and web forms and
surveys.
1. Implementation of an enterprise CRM solution
2. Integration with primary sales, marketing and operational systems and associated
databases including:
a. Museum Point of Sale system—currently TAM
b. Camp Point of Sale system—currently Circuitree
c. Foundation CRM—currently Bloomerang
d. Events management system—currently Caterease
e. Internal scheduling system—currently eSpace
f. Requisition system—currently eRequestor
g. Outbound email system—currently Emma
h. Google Analytics
i. Social Platforms
i. Meta
ii. X
iii. LinkedIn
iv. Sprout Social
3. Automation—marketing/advertising, processes, workflows
4. Account & Sales Funnel management
5. Product management for primary revenue generators:
a. Camp programs including,
i. Space Camp
ii. Aviation Challenge
iii. Cyber Camp
iv. Robotics Camp
v. Adult, Corporate, and Custom programs
b. Museum experiences including,
i. General admission
ii. Add-on experiences
iii. Merchandise
iv. VIP experiences
v. Food & Beverage
c. Internal and External events
i. Venue rental
ii. Event services (catering, et al)
iii. Weddings
iv. Birthdays
v. Corporate training & teambuilding
d. Donor Development & Stakeholder Engagement
i. Corporate donors
ii. Individual donors
iii. Legislators
iv. Federal, state and local agencies
v. Peer nonprofits
6. Analytics & Insights
a. Operational Dashboards
b. Executive Reports
c. Forecasting & Planning tools
7. Team training
8. Ongoing maintenance & support
B. Core Business Requirements
Fundamental Business Requirement will be used in the evaluation of this RFP:
1. The software is pre-built and tested in the marketplace; this is not a request for
software development.
2. The solution (software, associated implementation, consulting, and support
staff) must be delivered as a single proposal. Identify all sub-contractors if required.
3. Several Integrations will be required. Integration with the Museum’s new
ticketing and retail system, integration with its ecommerce retail system Shopify, and
integration with Circuitree for camp registration.
4. The Proponent must have experience with at least (3) similar implementations in
operation. The proponent should understand and have experience with State of
Alabama Government purchases and installations.
5. Limit customizations to hold down implementation costs, to support
standardization of business practices, and to preserve the ability to upgrade to new
versions as they are released.
6. The software must be designed such that any solution customization is
independent of the core software, in such a way that future enhancements and
upgrades can be implemented without reimplementing and/or re-testing customized
components. Database structures should be similarly flexible.
7. The solution is cost-effective.
C. Current Computing Environment
USSRC currently has the following major systems/applications:
Microsoft Great Plains 2018- Accounting Software (general ledger, accounts receivable,
purchasing/accounts payable)
Shift 4 Venue Next- Concessions and Bars POS
Circuitree – SpaceCamp registration and payment system
Shift 4 Credit Card processing and gift cards
Espace- Room and Resource booking
Caterease- Events billing and catering
Gift Card Processing- Shift4
Microsoft Office 365
Bloomerang- Foundation CRM
Emma – email marketing
D. Current networking, Software and Hardware environment
The proponent’s proposal needs to comply with and operate within the USSRC’s
network and technology environment.
1. Current USSRC Network Environment—USSRC currently has a selfmanaged
network (firewalls, routers, web traffic). The network software is a
combination of both Cloud applications and in house servers. The network equipment,
routers, and firewalls are predominately Cisco.
2. Software and Operating System Environment USSRC’s software and
operating environment may be summarized as:
a) Server operating system is Microsoft Server, with the most recent version
being Server 2016.
b) Database Management System software is Microsoft SQL Server, with the
most recent version being MS SQL 2018
c) Desktop operating system is predominately MS windows 10. Office 365
E. Background
The USSRC currently does not u􀆟lize a centralized CRM applica􀆟on. Individual departments
record their interac􀆟ons with guests, businesses, and employees in a variety of means, using
different desktop applica􀆟ons and isolated systems.
F. Timeline
Wk 1 Wk 2 Wk 3 Wk 4 Wk 5 Wk 6 Wk 7 Wk 8 Wk 9 Wk 10 Wk 11 Wk 12 Wk 13 Wk 14 Wk 15
Solicit Bids
Bid Review
Bid Selection
Please Share
Your Project
Timeline
G. REQUIREMENTS
1. Company Overview: Provide a brief overview of your organization, including its size,
industry, and any relevant experience in implementing CRM solutions for non-profit
Museums and Camps.
2. Company Profile: Provide relevant information about your organization, including years
of experience, certifications, and a list of similar CRM implementations.
3. Client References: Please provide at least three client references for whom you have
implemented CRM solutions.
H. Project Objectives:
a. Improve Customer Relationship Management: The CRM solution should help us
efficiently manage customer interactions across multiple touchpoints, including sales,
marketing, and customer service.
b. Streamline Business Processes: Automate key business processes, such as lead
management, opportunity tracking, and customer support, to increase efficiency and
productivity.
c. Enhance Data Management: Create a single point of truth and golden record. Enable
centralized data storage, integration with existing systems, and provide comprehensive
reporting and analytics capabilities.
d. Improve Collaboration: Facilitate seamless collaboration and information sharing among
different departments and teams within our organization.
e. Scalability and Customization: The CRM solution should be scalable to accommodate our
growing business needs and allow for customization based on our specific requirements.
I. Functional Requirements—Please provide detailed information on the following functional
requirements:
a. Contact and Account Management: Ability to manage customer contact information,
track interactions, and maintain a comprehensive account database.
b. Sales and Opportunity Management: Features to track leads, manage sales pipelines,
forecast revenue, and monitor performance metrics.
c. Marketing Automation: Tools for campaign management, lead nurturing, email
marketing, and tracking marketing ROI.
d. Customer Support and Service: Ticketing system, knowledge base, self-service portal,
and case management to efficiently handle customer inquiries and support requests.
e. Reporting and Analytics: Robust reporting and analytics capabilities to generate
actionable insights and measure key performance indicators.
f. Integration: Ability to integrate with existing systems, such as ERP, marketing
automation, and customer support tools.
g. Mobile Accessibility: Support for mobile devices, allowing users to access and update
CRM data on the go.
h. User-friendly, web-based interface that is intuitive for students and campus
professionals (faculty and staff)
i. Centralized tracking of communication history with individuals and organizations
including but not limited to the following types of contacts:
a. Phone conversations
b. Emails (both personal and automated correspondence)
c. Event attendance
d. Mailings
e. Text messages
f. Ability to create and run multiple campaigns with automated workflow
capabilities
g. Customizable online application for admission-collects application history and
recognizes students when they complete a new application and inputs their
previously saved data
j. Ability to manage incoming information from a variety of sources through manual entry,
web-form entry, and batch importing while maintaining a high level of data
integrity/intuitive duplication management, the ability to lock a field
k. Detailed reporting and analytics capabilities comprised of both vendor supplied
standardized reports and customizable reporting options
l. Easily viewed dashboard that can be customized based on users with the ability to track
key performance indicators, prospect prioritization, and progress toward goals from
multiple perspectives including overall institutional outlook as well as individual territory
management
m. Robust bi-directional integration with the USSRC’s ticketing system, retail system, camp
registration system, and google analytics.
n. Implementation, training, and support services that allow USSRC to maximize the
features of the chosen CRM with built in training as part of the on-boarding each user
type
o. Integration with email allowing for ability to reply directly to inquiries from mass e-mails
without logging into a separate system or portal
p. Integration with our Digium Switchvox phone system
q. Call center func􀆟onality
r. Commitment to State-of-the-Art Features: Please provide a descrip􀆟on and examples of
how your so􀅌ware has advanced to bring state-of-the-art features specifically targeted
at Museum and Camp . How have you advanced func􀆟onality in the following areas?
a. Enrollment opportunity management that both quan􀆟fies the opportunity we
have in enrolling someone (lead scoring) and conver􀆟ng them to enroll as a
camper or event sales.
b. Lead management so that we can easily iden􀆟fy the people we should be
following up with. This should incorporate demographic and behavioral data as a
basis for iden􀆟fica􀆟on.
c. Reports and dashboards - This should be a single database that includes a simple
UI that allows us to customize dashboards and the ability to create custom
reports.
d. Campaign analy􀆟cs - The system should allow us the capability to analyze our
campaigns that collect data from email, text, website, social media, polls, and
surveys to name a few.
e. Funnel forecas􀆟ng - The system will allow us to forecast key metrics and
enrollment based on the data captured within the CRM system. It should take
into account mul􀆟ple data points and benchmark against organiza􀆟onal goals.
f. Great workflow management - This func􀆟onality allows us to structure and
standardize workflow for key roles involved in the enrollment process. It should
alert to problems and track performance at each stage. Time stamps of key tasks
are also of interest.
g. Enrollment data analysis that allows us to stra􀆟fy the enrollment funnel and
other data points in many different ways such as geography, psychographic
category, website visits, program of interest, etc.
h. Enrollment performance management - The system should easily point to where
our enrollment process is working well. We would like to look at what elements
perform the best including the representa􀆟ve or other element of the
admissions process.
i. Marke􀆟ng automa􀆟on - Allows us to target the right people in our campaigns
and manage mul􀆟ple campaigns across mul􀆟ple channels easily.
j. Chat
k. Integra􀆟on with Google Analy􀆟cs that allows us to collect website traffic at the IP
level and integrate that data throughout the CRM system as noted earlier.
s. Commitment to End – User Experience: Please provide evidence of your company’s
commitment to end-user experience by addressing the following ques􀆟ons:
a. Does your solu􀆟on work well on a mobile device?
b. If so, was it built using responsive design or can it only be accessed using an app?
t. Commitment to Internal – User Experience: Please provide evidence of your company’s
commitment to internal-user experience by addressing the following ques􀆟ons:
a. How many steps/clicks are involved in the most common processing of
informa􀆟on, such as logging an interac􀆟on or call?
b. Are screens, labels, and other designed features consistent from sec􀆟on to
sec􀆟on?
c. What are the different user roles that your system is designed for and what level
of “technical savvy” is required for each type of user?
d. What items/sec􀆟ons are considered more advanced?
u. Forms and Applica􀆟ons: Please describe whether or not the CRM provides a
customizable online web forms. Include evidence about the CRM’s enhancement of
limita􀆟on pertaining to the following:
a. Ability to use condi􀆟onal logic in forms, thank you screens, and confirma􀆟on
messages
b. Func􀆟onality to pre-populate applica􀆟ons and other forms with informa􀆟on we
already have for an individual.
c. Payment processing capabili􀆟es (If available, what types of payment does the
system accept? Does the CRM integrate with payment gateways? If so, which
ones?)
d. Please address any limita􀆟on on the number of applica􀆟ons and forms that can
be produced and what is required to make changes to them
e. eSignature func􀆟onality and integra􀆟ons
v. Communica􀆟on Methods—Please address the different modes of marke􀆟ng and
communica􀆟on provided through the CRM and how they can be integrated into
campaign management design. In your response, please provide details regarding the
availability of predesigned templates, op􀆟ons for customiza􀆟on, ability to send in batch
while s􀆟ll tailoring messages to the individual through condi􀆟onal logic, and automa􀆟c
response op􀆟ons for incoming electronic messages.
w. Please include specifics on the following media in addi􀆟onal to any others that your
product has available:
i. Broadcast Email (Please address any limits on number of messages that can
be sent at one 􀆟me, features to improve deliverability through spamfilters,
compliance with CAN-SPAM act, and mobile-responsive design.)
ii. Text messaging (What data must be collected to u􀆟lize text messaging?
Please address both mass and individual text messaging capabili􀆟es.)
iii. Postal Mail (Are there le􀆩er and mailing label templates? Tools to assist with
bulk mailing?)
iv. Call-center func􀆟onality v. Social Media Engagement
v. Online chat (group or 1:1)
vi. AI service integra􀆟on
vii. Knowledge base func􀆟onality
x. Please describe how the above communica􀆟ons are logged in the CRM (i.e.
automa􀆟cally when sent, manually added, etc.) and provide screenshots of interfaces to
review the communica􀆟on history for an individual.
a. What tools and reports are available for permanent bounce rates, etc.?
b. What tools are provided to inac􀆟vate “bad” phone numbers, email addresses,
etc.?
c. What repor􀆟ng is available for tracking?
y. Campaign Management and Automated Workflow: Please explain your system’s
campaign management and automated workflow features including the following:
a. Explain/illustrate how an individual is classified and converted through the
different stages of the recruitment/enrollment funnel: prospect, inquiry,
applicant, admit, enrolled student. How easily can they be converted to the next
stage in the funnel? Is this done manually? In batch? Automa􀆟cally through
integra􀆟on with the student informa􀆟on system? Does this feature keep a
historic log?
b. How are campaigns scheduled, and what level of technical exper􀆟se is required
to design a mul􀆟-channeled campaign?
c. Does the system allow for mul􀆟ple campaigns to be run simultaneously?
d. Can campaigns handle communica􀆟ons that are triggered by both pre-defined
schedules and response to student interac􀆟ons?
e. What different methods of communica􀆟on can be u􀆟lized in a single campaign?
f. Do campaigns take student communica􀆟on preferences into account?
z. Event Management: Please address the following in regard to the CRM’s event
management func􀆟onality:
a. What types of events can be managed (i.e. on-campus, off-campus, recurring)?
b. Does the system provide for management of mul􀆟ple ac􀆟vi􀆟es/sessions within a
large event such as an Orienta􀆟on?
c. Do the event management components of the CRM include event pages (e.g.,
event calendar, registra􀆟on forms, landing pages, confirma􀆟on messages, etc.)?
If so, can these be built using responsive design or are they already responsive?
What level of technical exper􀆟se is required to customize the content of these
pages?
d. Can we drive visitors to different events based on an a􀆩ribute or set of a􀆩ributes
e. Can we create an unlimited number of registra􀆟on forms?
f. Is there func􀆟onality to send confirma􀆟ons, reminders, and personalized
i􀆟neraries for events once a person has registered, and will these messages allow
for condi􀆟onal logic in order to personalize responses?
g. Will the system allow a student/guest to make changes to their own registra􀆟on?
h. Does the CRM allow collec􀆟on of online payments for events, and is it able to
calculate individualized fees based on data collected in the event registra􀆟on
(e.g., person type, selected event elements, etc.)? i. What types of event
informa􀆟on can be stored in the system (i.e. guest limits, loca􀆟ons, capacity,
a􀆩endance, etc.)?
i. What features are included/available to help track event a􀆩endance and
automate follow-up with no-shows and cancella􀆟ons?
j. Does the CRM provide survey tools for evalua􀆟on of events?
aa. Records Management: Please address the following regarding records management
within the CRM:
a. What types of records can be stored in your solu􀆟on and what are the
capabili􀆟es to add custom data fields?
b. Do such customiza􀆟ons have to be performed by your company or can an on-site
system administrator do them?
c. Are there any limita􀆟ons on the number of records that can be stored in and
extracted from your system?
d. Can records be archived and/or purged?
e. Can a person’s record have mul􀆟ple roles (i.e. parent, alumni)?
f. Can a person have mul􀆟ple applica􀆟ons?
g. Does your solu􀆟on provide the ability to batch edit and delete records?
h. Describe the process and standard tools used to import data into the CRM from
CVS and other flat files.
i. What tools will we have available to create our own imports/exports and can
these packages/templates be saved for future use?
j. Can they be automated?
k. What is the process for iden􀆟fying and resolving duplicate or possible duplicate
records?
l. Are duplicate criteria customizable, and will duplicate records be locked, sent to a
holding bin, purged, etc.?
m. Does your CRM provide an audit trail that details the edits made to a record?
bb. What types of user roles can be defined and how granular is the security that can be
applied to these roles?
cc. What type of search capabili􀆟es does your CRM include and what type of filters and
sorts can be applied to list results?
dd. How accessible is the data in your database? Describe the process and provide screenshots
of how an end user could build an advanced query and what op􀆟ons are available
for expor􀆟ng that informa􀆟on.
ee. Can queries, advanced filters and sorts, and other searches be saved for future use by
the creator and other system users, without affec􀆟ng other users?
J. Repor􀆟ng and Analy􀆟cs
a. Describe your system’s ability to allow for cross-site tracking. Can it connect
tracking done across ins􀆟tu􀆟onal web proper􀆟es and correlate it back to records
in the CRM?
b. Describe your system’s dash-boarding capabili􀆟es, content, and customiza􀆟on
op􀆟ons. Does your CRM include standard and customizable report op􀆟ons?
c. Does it provide capabili􀆟es for year-over-year comparisons?
d. Are there standard reports that can be used to measure return on investment
(ROI)?
e. What level of exper􀆟se is necessary to run reports? What level of exper􀆟se is
necessary to create reports?
f. What tools does your system have to help iden􀆟fy probability to enroll based
upon interac􀆟ons, origin, geography, alumni/parent history, etc.
g. Do your reports provide a funnel snapshot? Are the drill-down capabili􀆟es to
work with individuals at different stages?
h. Does the CRM provide and/or integrate with tools such as Tableau, Microso􀅌 Bi,
and Business Objects?
K. Integra􀆟on with USSRC and Other Systems
a. What op􀆟ons are available for bi-direc􀆟onal integra􀆟on with Gateway 􀆟cke􀆟ng, Accesso
Siriusware, and Centaman (i.e. ELF, API, FTP site)? b. What aspects of these op􀆟ons are
manual and what aspects are automated?
b. What data can be transferred between systems, how frequently, and are thirdparty
solu􀆟ons required?
c. Describe how the solu􀆟on would integrate with various marke􀆟ng tools such as:
hubspot, google analy􀆟cs, etc.
d. What op􀆟ons are available for integra􀆟on with ImageNow document imaging so􀅌ware?
At a minimum, does the CRM have the capability to produce pdf files of admission
applica􀆟ons that can be exported to the document imaging system?
e. Are there any integra􀆟on capabili􀆟es with our Digium Switchvox Phone System or
Google Suites?
L. Customization and Integration: Explain how your solution can be customized to meet our
specific requirements and integrate with our existing systems. Those systems are Shopify,
Circuitree, and Gateway Ticketing, Caterease, Bloomerang, Emma, Accesso Siriusware, and
Centeman.
M. Technical Specifica􀆟ons and Data Security
a. What are your hos􀆟ng op􀆟ons (on-site, off-site, cloud-based)?
b. Will any of our data be hosted offshore in a cloud-based solu􀆟on proposal?
c. Please describe server requirements and recommended hardware if hosted onsite.
d. If hosted in a datacenter off-site, please describe data-ownership policies applied and
what format and process will be employed to turn over the ins􀆟tu􀆟on’s data upon
contract termina􀆟on. Will USSRC’s data be kept separate from other clients’ data?
e. Configurability and customiza􀆟on: What client-side configura􀆟ons are
necessary/available? What are the expected resource commitments from the
ins􀆟tu􀆟on’s Department of IT? Can our ins􀆟tu􀆟on customize terminology to fit our
business process?
f. Iden􀆟fy which components of your CRM (if any) are supported by third-party
technology partners.
g. Deployment Options: Please provide details on cloud-based, on-premises, or hybrid
deployment options.
h. Security and Data Privacy: Explain your approach to data security, including encryption,
access controls, and compliance with relevant regulations.
i. Scalability and Performance: Describe the scalability and performance capabilities of
your CRM solution, including the ability to handle a large number of users and data
volumes.
N. Implementa􀆟on, Training, Project Management and Support
a. Please describe your suggested 􀆟meline and strategy for implementa􀆟on including the
makeup and background of your company’s leadership and implementa􀆟on team
b. How quickly your company is typically able to begin implementa􀆟on a􀅌er contrac􀆟ng
with an ins􀆟tu􀆟on
c. An􀆟cipated number of hours for professional services and personnel and campus
personnel
d. On-site vs. Off-site implementa􀆟on support
e. Training and knowledge transfer strategies for func􀆟onal and technical users
f. Methods for providing ongoing training and support for new features, func􀆟onality, and
other updates g. Amount of documenta􀆟on provided and how it is delivered/updates
g. Please describe your commitment to client support including: what types of users can
submit a support request and how those requests are submi􀆩ed, support team hours
of opera􀆟on and response rates, and components of your CRM (if any) that require
support from third-par􀆟es.
h. Service Level Agreement (SLA): Specify the expected uptime, response times, and
resolution times for any support or maintenance issues.
O. Addi􀆟onal Modules, Func􀆟onality, and Future Plans for Development
a. What tools are available to extend use of the CRM to include addi􀆟onal modules to
other func􀆟onal areas throughout the student life-cycle?
b. Please tell us your roadmap for the next 12 months. What will your organiza􀆟on be
working on?
c. Please tell us your typical 􀆟meline and calendar for updates, patches and product
improvements.
P. Service Levels:
The selected solution will be critical to USSRC business operations. Please provide details on the
service levels to which your solution is committed and outline your ticketing/resolution process
and turnaround for each level of outage.
P. Pricing:
Provide a detailed pricing structure, including any upfront costs, licensing fees, implementation
costs, and ongoing maintenance and support fees.
Q. Evaluation Criteria:
Proposals will be evaluated based on the following criteria:
a. Alignment with project objectives and functional requirements.
b. Technical capabilities, scalability, and integration options.
c. Implementation approach, training, and support services.
d. Pricing structure and value for money.
e. Vendor qualifications and client references.