F R O M TH E DE SK O F
R. Allan Sansom August 11, 2026 Santa Rosa Island Authority 1 Via deLuna Drive Pensacola Beach, FL 32561 RE: RFP No. SRIA-06-22-26-03 — Advertising, Marketing & Public Relations Services Dear SRIA Selection Committee, Pensacola Beach has been part of my life for as long as I can remember. I grew up in Gulf Breeze, went to school here, attended the University of West Florida, and after more than two decades building my career and businesses throughout Florida, I came home with my family to raise our children in Northwest Florida. That is a big part of why I created UPSIDE. I have spent my career helping organizations expand their reach, strengthen their brands, build meaningful partnerships, and turn marketing into measurable results. Along the way, I have had the opportunity to work with organizations including AdventHealth, Disney, Make-A-Wish, the Orlando Magic, Red Bull USA, Jewett Orthopaedic, and many others. Now, I have the opportunity to bring that experience home. What excites me most about this opportunity is simple: Pensacola Beach is already special. It does not need to be reinvented. It needs the right team to amplify what is already here—to increase awareness, modernize the way its story is told, strengthen the digital experience, and work collaboratively with SRIA, Visit Pensacola, local businesses, event partners, and the community. If selected, the person you meet during this process will be the person leading the account. I will personally remain accountable for the strategy, communication, and results. SRIA will have one direct point of contact, backed by a talented core team and a world-class network of specialists. I would welcome the opportunity to personally present our vision and approach to the SRIA Board, answer questions, and demonstrate how UPSIDE can help build on everything that already makes Pensacola Beach such a special place. This opportunity is personal to me. I know this community. I believe in Pensacola Beach. And I would be proud to help tell its story to the world. Pensacola Beach is already special. Together, let’s make sure more of the world knows it. Sincerely,
3 2 PAL AFOX P LACE - 2 N D F LO OR - PE N SAC OL A F L 3 25 02
UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
SRIA-06-22-26-03
Proposal Contents UPSIDE has organized this response in the exact substantive order requested by the RFP. The Executive Summary is followed by Tabs 1 through 6. Executive Summary Company overview, competitive attributes, authorized representative and good-faith declaration.
Tab 1 - Ability & Experience Firm background, philosophy, past work, in-house capabilities, operating structure, billing history, research methods and 90-day approach.
Tab 2 - Proposed Team Primary contact, five-person full-time team, resume summaries, staffing classification and extended specialist network.
Tab 3 - Proposed Fee Structure $135,000 annual all-inclusive not-to-exceed budget, media placement, monthly documentation and annual review.
Tab 4 - References Three recent, long-term paid-client references with full contact information.
Tab 5 - Proposed Agreement Three-year agreement with optional three-year renewal, aligned to SRIA terms and conditions.
Tab 6 - Conflict of Interest Current conflict disclosure and commitment regarding future competitive accounts.
Submission Reminder Electronic submission through SRIA BidNet and one hard copy delivered to 1 Via de Luna Dr., Pensacola Beach, FL 32561 before the response deadline. Verify and acknowledge all BidNet addenda prior to submission.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
UPSIDE
Executive Summary Something this special deserves the right people behind it. Pensacola Beach does not need to be reinvented. It needs to be amplified. UPSIDE sees the opportunity ahead through three connected priorities: awareness, modernization and collaboration - increasing discovery of Pensacola Beach, modernizing the way its story is told and measured, and working closely with SRIA, Visit Pensacola, local businesses, event partners and the community to create stronger results together. UPSIDEFL LLC ("UPSIDE") is a Pensacola-based Marketing & Media Agency created to bring senior-level marketing leadership, modern digital capability and direct accountability to Northwest Florida. The firm is headquartered at 32 Palafox Place in downtown Pensacola, is staffed locally, and is built around a fiveperson full-time team supported by a deep network of proven specialists.
Big-Market Experience. Hometown Commitment. Founder and Managing Member Randall Allan Sansom began his professional marketing career in 2004 and brings more than 20 years of experience spanning executive marketing leadership, digital strategy, public relations, media, brand development, major partnerships, large-scale events, healthcare, professional sports, nonprofit organizations and multi-market companies. Allan grew up in Gulf Breeze, graduated from Gulf Breeze High School and attended the University of West Florida. After building his career and businesses in Central Florida, Allan returned home to Northwest Florida with his family in July 2026 to raise his two children here. UPSIDE was established in Pensacola because Allan came home - not because Pensacola was simply another market opportunity.
PERSONAL
EXPERIENCED
Allan personally leads the SRIA account. No junior-accountmanager handoff.
More than 20 years of senior marketing, media, PR and executive leadership experience.
LOCAL
TRANSPARENT
Permanent downtown Pensacola office and founder based in Northwest Florida full-time.
SRIA owns its accounts, data, creative, websites and assets. Full access, full visibility.
THE UPSIDE PROMISE The person presenting the account is the person running the account. Allan will serve as SRIA's single point of contact, lead weekly meetings, direct strategy and PR, oversee digital and website performance, manage budget accountability and personally present the annual performance review to the SRIA Board.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
WHY UPSIDE
Executive Summary Built Differently. Focused on Results. Most agencies are built around layers. UPSIDE is built around access. SRIA will work directly with the person responsible for the strategy and the outcome. Allan leads. The full-time team executes within specialized disciplines. Additional specialists can be deployed when a project requires added depth or capacity - without creating more layers between SRIA and the person accountable for the work.
An Extension of the SRIA Team UPSIDE will operate as an extension of SRIA rather than as a distant outside vendor. Normal requests will receive a same-business-day response. Urgent public relations, event, media and public-information needs will receive priority attention and direct access to Allan. Weekly staff engagement, automated monthly reporting and an annual executive review will create a consistent rhythm of communication and accountability.
First-Year Focus UPSIDE will begin with a disciplined audit and transition before recommending speculative creative. The first objective is to understand the current baseline: website performance, SEO, analytics, paid media, social channels, email, creative assets, event promotion, media relationships, budgets, reporting and the existing coordination with Visit Pensacola. From that baseline, UPSIDE will establish priorities, benchmarks and measurable KPIs, then execute and optimize against real data.
Full Transparency. Full SRIA Ownership. SRIA will retain ownership and administrative control of its digital properties, advertising accounts, analytics, domains, email platforms, creative assets, data, photography, video and campaign information. UPSIDE will manage those assets on SRIA's behalf, not hide them behind an agency wall.
YOUR ACCOUNTS. YOUR DATA. YOUR ASSETS. YOUR OWNERSHIP. No black boxes. No hidden numbers. No guessing.
Authorized Representative and Good-Faith Declaration Authorized Representative: Randall Allan Sansom, Founder & Managing Member, UPSIDEFL LLC, 32 Palafox Place, Pensacola, FL 32502; 407-969-2121; Allan@UpsideFL.com. Randall Allan Sansom is authorized to make representations for and legally bind UPSIDEFL LLC. By signing below, the undersigned declares that this RFP Response is in all respects fair and submitted in good faith, without collusion or fraud, and that the undersigned has full authority to bind the Respondent. Signature: ____________________________________
Date: ____________________
Randall Allan Sansom
Founder & Managing Member
UPSIDEFL LLC ("UPSIDE")
32 Palafox Place, Pensacola, FL 32502
Addenda acknowledged prior to submission: _______________________________________________
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
COMPANY BACKGROUND
Tab 1 - Ability & Experience A new Northwest Florida agency. More than 20 years of experience behind it. UPSIDEFL LLC is an active Florida limited liability company established in 2026 and headquartered in downtown Pensacola. UPSIDE was created as a separate agency focused on Northwest Florida while Allan Sansom's established Sansom marketing operation continues to serve its existing long-term accounts independently. The entities are separate; the experience, systems, relationships and leadership developed over Allan's career form the operating foundation behind UPSIDE. Legal Entity
UPSIDEFL LLC
Brand
UPSIDE
Florida Status
Active
Effective Date
May 9, 2026
Principal Office
32 Palafox Place, 2nd Floor, Pensacola, FL 32502
Additional Workspaces
Santa Rosa Beach, FL and Orlando, FL
Full-Time Employees
5
Primary Contact
Randall Allan Sansom, Founder & Managing Member
Phone / Email
407-969-2121 / Allan@UpsideFL.com
Website
UpsideFL.com
Local by Choice. Local for the Long Term. UPSIDE's local presence is not a satellite address. Allan and his family returned to Northwest Florida fulltime in July 2026, and the Pensacola office is a permanent, regularly staffed headquarters. Allan can attend SRIA meetings, events and time-sensitive needs on Pensacola Beach in person whenever required.
Founder Experience Before founding Sansom Marketing in 2019 and UPSIDE in 2026, Allan served in senior marketing leadership roles, including five years as Chief Marketing Officer of Jewett Orthopaedic. In that role, he led marketing for an organization with 12 locations, approximately 40 physicians and thousands of employees through the organization's eventual acquisition by Orlando Health. His responsibilities included brand strategy, advertising, digital, public relations, partnerships, sponsorship activation, organizational communications and crisis preparedness.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
From 2015 through 2020, while leading marketing for Jewett Orthopaedic, Allan also managed and activated the organization's official partnership with UCF Athletics, including social media, sponsorship activation, brand visibility and fan-engagement initiatives within a major university athletics environment. OPERATING PHILOSOPHY
Tab 1 - Ability & Experience Built Differently. Focused on Results. UPSIDE believes clients should not hire senior leadership during a pitch and then be handed to a junior team after the contract is signed. The agency is intentionally structured around senior access, specialized execution and clear accountability.
You do not get our #2 or #5. You get the person who owns the company. For SRIA, that means Allan remains the single accountable point person while the UPSIDE team and specialist network execute behind him.
Five Operating Principles 1. Direct Accountability One senior point of contact who owns strategy, communication, deadlines and outcomes.
2. Specialists Over Layers Use the right person for each assignment instead of layers of generalists.
3. Data Before Opinion Benchmark performance, measure results and use evidence to guide decisions.
4. Full Transparency Clear reporting, clear budgets and client ownership of accounts, data and assets.
5. Communication & Collaboration Operate as an extension of the client team with consistent access and follow-through.
Human-Led, Technology-Enabled UPSIDE uses modern technology and custom workflow tools to increase speed, consistency and insight, but strategy, judgment and final review remain human-led. Public-facing messaging, creative direction and client communications receive professional review under Allan's oversight.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
SELECTED EXPERIENCE
Tab 1 - Ability & Experience Case Example 1 - Bogin, Munns & Munns Relationship: Six-year paid client relationship Bogin, Munns & Munns is a multi-market Central Florida law firm with more than 40 attorneys. Allan's team supports the firm across integrated marketing disciplines, including strategy, digital, social media, branding, content, paid media, video production, website/digital strategy, analytics and executive reporting.
Approach The account is managed as an integrated marketing operation rather than as a collection of isolated campaigns. Strategy, creative, paid media, organic content and reporting are aligned around common business priorities, with regular performance review and continuous optimization.
Proof of Value The strongest public proof point is the longevity of the relationship: six years of ongoing paid work across a large, multi-location professional-services organization. Specific financial performance details are confidential under client obligations and are intentionally not disclosed in this proposal.
What this demonstrates for SRIA Long-term account leadership, multi-market coordination, full-service execution, digital performance management, executive communication and measurable reporting.
Case Example 2 - AdventHealth Relationship: Six-year paid client relationship Allan's experience with AdventHealth includes strategic marketing, media production, partnership support and activation around major sports and entertainment properties. The work has required coordination among senior stakeholders, external partners, production teams, media entities and brand standards within a major healthcare organization.
Approach The work is built around preparation, stakeholder alignment, consistent brand execution and the ability to operate effectively in high-visibility environments where deadlines, approvals and partner expectations matter.
What this demonstrates for SRIA Major-organization experience, high-profile partnerships, event readiness, media coordination and executive-level accountability.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
SELECTED EXPERIENCE
Tab 1 - Ability & Experience Case Example 3 - Make-A-Wish Central & Northern Florida / runDisney Support Relationship: Board leadership, volunteer marketing leadership and donated agency support Allan has served in leadership supporting Make-A-Wish Central & Northern Florida and has donated company marketing resources to advance the organization's mission. The work has included social media, event promotion, partnership coordination, storytelling and support around major runDisney-related initiatives at Walt Disney World.
Approach The work centers on emotionally resonant storytelling, community participation, event visibility and coordinated partner communications - all while respecting the mission and brand standards of a nationally recognized nonprofit organization.
What this demonstrates for SRIA Event storytelling, community engagement, partnership collaboration and the ability to connect a destination experience with a larger emotional story.
Additional Relevant Experience Allan's broader professional and partnership experience includes work involving the Orlando Magic, Orlando Solar Bears, UCF Athletics, City of Orlando collaborations and Visit Orlando collaborations, along with national and regional media, healthcare, hospitality, nonprofit and professional-services organizations. These relationships are cited as experience or collaboration only where applicable and are not all represented as direct UPSIDE client contracts.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
CAPABILITIES & OPERATING STRUCTURE
Tab 1 - Ability & Experience Full-Service Capability Strategy & Account Leadership
Public Relations
Brand strategy, campaign planning, budget prioritization, stakeholder alignment and executive communication.
Press releases, media messaging, event communications, executive messaging, crisis preparedness and rapidresponse coordination.
Digital & Paid Media
Websites & SEO
Search, social, display, video, audience strategy, media planning, placement, optimization and performance reporting.
WordPress hosting, maintenance, security, content updates, technical coordination, SEO, analytics and conversion improvement.
Creative & Design
Photo & Video
Graphic design, advertising creative, print collateral, visitor guides, maps, event materials and brand-consistent production.
Local photography, award-winning videography, editing, social-first content, event coverage and production.
Email & Social Media
Multicultural & Bilingual
Editorial planning, copy, email campaigns, organic social, audience engagement and performance measurement.
Multicultural strategy and bilingual marketing capability to support diverse audiences when appropriate.
Printing & Fulfillment
Analytics & Reporting
In-house production where appropriate plus vendor management, estimating, quality control and delivery.
Automated monthly reporting, KPI tracking, budget visibility, executive review and ongoing optimization.
In-House Art & Copy Production UPSIDE maintains in-house capability for graphic design, photography, video, social content, strategic messaging and copy production. Allan personally leads messaging and final copy direction, supported by the creative team. When highly specialized or surge capacity is required, UPSIDE can supplement the fiveperson staff with established part-time and contract specialists; these resources are not included in the full-time staff count.
Public Relations & Crisis Readiness Allan will personally lead SRIA public relations. His background operating marketing for organizations with thousands of employees has required preparation for fast-moving, sensitive and high-visibility situations. UPSIDE approaches communications with contingency planning, clear approval paths, rapidresponse protocols and direct executive access. The objective is simple: prepare before an issue occurs, respond accurately when it does, and protect credibility through coordinated communication.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
DATA, RESEARCH & PERFORMANCE
Tab 1 - Ability & Experience Data Comes Before Opinion. UPSIDE uses multiple research and performance sources to understand who the audience is, where visitors and prospects are coming from, what they are searching for, what is driving engagement and where marketing dollars can produce the greatest impact. Research / Data Source
How UPSIDE Uses It
Google Analytics / website behavior
Traffic sources, content engagement, audience behavior, conversion paths and benchmarks.
Google Trends / search-volume / SEO data
Demand patterns, seasonality, search opportunity, content strategy and organic visibility.
Meta and paid-media audience data
Audience response, geographic performance, creative performance and media optimization.
Geographic & demographic data
Market prioritization, audience profiles and local/regional targeting.
Competitive research
Share of attention, messaging patterns, content gaps and differentiation opportunities.
Tourism / visitor data
Feeder-market analysis, visitation patterns and recommendations coordinated with Visit Pensacola.
Social & email performance
Engagement, audience growth, content resonance and direct-response behavior.
Campaign / media performance
Spend, reach, frequency, clicks, conversions, cost efficiency and return on investment.
Measure. Report. Review. Improve. Every month, SRIA will receive an automated performance report summarizing campaign activity, website and SEO performance, paid-media results, engagement, key metrics, budget utilization and areas of opportunity. Allan will use the report as a working management tool - not merely a recap - to determine what should be continued, changed, scaled or stopped.
Every month you should know where the money went, what it produced and what we are doing next.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
FINANCIAL DISCLOSURE
Tab 1 - Ability & Experience UPSIDEFL LLC Gross Billing History UPSIDEFL LLC was established in 2026. Accordingly, UPSIDEFL LLC has no 2023, 2024 or 2025 gross billing history. As of the proposal date, the new entity has limited operating billing history. This is disclosed directly and transparently.
Related Principal Operating History - Sansom For context regarding the operating scale and client portfolio managed by Randall Allan Sansom, the following gross-billing history is provided for his separately owned and independently operating Sansom marketing business. These figures are not represented as UPSIDEFL LLC revenue; they are provided solely to demonstrate the principal's established operating history. Period
Gross Billings
Notes
2023
$280,000
Gross billings before expenses
2024
$314,000
Gross billings before expenses
2025
$346,000
Gross billings before expenses
2026 YTD
Approx. $220,000
8 established long-term accounts active throughout 2026
2026 average per active account
Approx. $27,500 YTD
$220,000 divided across 8 active accounts
Why This Matters UPSIDE is new by design, but the operating discipline behind it is not. Allan's track record includes multiyear paid relationships with Bogin, Munns & Munns, AdventHealth and International Diamond Center, along with experience operating large marketing budgets and coordinating national and regional media and production resources.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
FIRST 90 DAYS
Tab 1 - Ability & Experience We cannot determine where we should go until we understand where we have been. Days 1-30 | Listen + Audit Transition access and ownership for websites, hosting, domains, analytics, ad accounts and email platforms WordPress website health, hosting, security, maintenance and content review SEO baseline, technical issues, search visibility and top content Paid-media history, audiences, creative, spend and efficiency Social media, email performance and content cadence Creative, photography and video asset library Public relations process, media relationships and event communications Current budgets, monthly reporting and approval workflows Coordination with Visit Pensacola and other stakeholder roles
Days 31-60 | Build + Modernize Confirm annual priorities and measurable KPIs Establish baseline benchmarks and reporting structure Build an integrated content and event calendar Recommend media priorities and seasonal deployment Prioritize website / SEO improvements Develop event and PR workflows, approval paths and rapid-response procedures Align work with Visit Pensacola to amplify - not duplicate - destination marketing
Days 61-90 | Execute + Measure Launch approved priorities Measure performance against baseline Optimize media, content and digital execution Review early results with SRIA staff Document next-quarter priorities and opportunities
OPTIMIZE WITH ZERO DISRUPTION. The transition plan is designed to improve performance without interrupting what already works.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
SRIA SCOPE ALIGNMENT
Tab 1 - Ability & Experience A Single Partner for the Full Scope UPSIDE is prepared to serve as the single agency partner across the complete SRIA scope. The annual workload may move among disciplines based on seasonality, events and priorities; the agency structure is designed to flex with it.
Advertising Media Planning, placement and optimization for Bands on the Beach, Cinemas in the Sand, Snowbirds Beach Bash and general Pensacola Beach messaging.
Website & Email Marketing Full management of visitpensacolabeach.com and pensacolabeachecotrail.com, including WordPress hosting, maintenance, security, content, SEO, analytics and email support.
Pensacola Beach Air Show Public information, public relations, graphic design, on-site content, event communications and post-event reporting.
Visitor Guide & Maps Design, content, production, print coordination and beach-specific collateral.
Public Relations Founder-led messaging, press releases, media coordination, executive communications and crisis readiness.
Agency Services Strategy, account leadership, research, media, creative, reporting, budgeting and stakeholder coordination.
Production / Photography In-house and network-supported photography, video, editing, production and event coverage.
Special Projects Public information, design, production, digital, event and communications support as requested by SRIA.
Pensacola Beach Air Show The Pensacola Beach Air Show is personally meaningful to Allan and his family, who have attended the event for decades. UPSIDE would approach the event with respect for what already makes it special, disciplined preparation, close collaboration and modern digital storytelling. The goal is not to change the character of the event, but to help make a great event even stronger through communication, content, media and measurable promotion.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
ACCOUNT LEADERSHIP
Tab 2 - Proposed Team One Point of Contact. Full Team Behind Him. R. ALLAN SANSOM - PRIMARY CONTACT & KEY PERSONNEL Allan will serve as SRIA's single point of contact and remain accountable for strategy, communication, deadlines, approvals, budget oversight and overall performance.
Team Member
UPSIDE Role
SRIA Function
Experience
Status
Randall Allan Sansom
Founder & Managing Member
Primary contact; strategy; PR; digital; website; media; copy; reporting
20+ years
Full-time / Key
Lindsay Sansom
Administrator & Operations Coordinator
Scheduling; documentation; billing support; project tracking; deadlines
8 years
Full-time / Support
Brett McDonell
Director of Video & Social Media
Videography; editing; social content; event coverage
~10 years
Full-time / Professional
Mary Rolands
Graphic Design & Photography
Modern structured design; photography; digital & print creative
~6 years
Full-time / Professional
Norma Lopez
Photography & Multicultural Strategy
Photography; strategy; multicultural & bilingual capability
20 years
Full-time / Professional
Full-Time Staffing Classification Professional staff: 4. Support staff: 1. Total full-time UPSIDE personnel: 5. Consultants, freelancers, parttime staff and contract resources are excluded from this count.
Extended Specialist Network The five-person full-time team is supported by an established network of specialized professionals who can be deployed when a project requires additional expertise or capacity. These resources may include web development, technical SEO, advanced digital advertising, media, production, design and other specialized disciplines. SRIA does not need to manage those resources; Allan remains the accountable point person.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
RESUME SUMMARY
Tab 2 - Proposed Team Randall Allan Sansom | Founder & Managing Member SRIA Function: Primary contact; account leadership; strategy; public relations; digital; website; SEO; analytics; paid media; messaging; budget management; executive reporting Experience: Professional marketing and media career beginning in 2004; more than 20 years Key Personnel: Yes Allan is responsible for overall UPSIDE strategy and client leadership. His experience includes executive marketing leadership for complex multi-location organizations, long-term full-service client relationships, national and regional partnerships, media, production, digital marketing and public relations.
Selected Experience Five years as Chief Marketing Officer of Jewett Orthopaedic, leading marketing across 12 locations, approximately 40 physicians and thousands of employees through its acquisition by Orlando Health. Founder of Sansom Marketing in 2019; long-term paid relationships with major professional-services, healthcare, retail and sports organizations. Six-year paid client relationship with Bogin, Munns & Munns. Six-year paid client relationship with AdventHealth. Official UCF Athletics partnership activation experience from 2015-2020 while leading marketing for Jewett Orthopaedic. Public relations, crisis preparedness, website strategy, analytics, paid media, content and executive reporting. Local roots in Gulf Breeze / Pensacola area and full-time Northwest Florida resident.
Lindsay Sansom | Administrator & Operations Coordinator SRIA Function: Administrative coordination, scheduling, documentation, project tracking, billing support, deadlines and internal follow-through Experience: Approximately 8 years supporting marketing operations Key Personnel: No - Core Support Staff Lindsay is the organizational backbone of the team. Her role is to make sure requirements are tracked, documents are complete, timelines are visible and follow-through occurs. She supports the systems that allow Allan and the creative team to move quickly without losing administrative discipline.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
RESUME SUMMARY
Tab 2 - Proposed Team Brett McDonell | Director of Video & Social Media SRIA Function: Videography, editing, social-media content, visual storytelling and event coverage Experience: Approximately 10 years Key Personnel: No - Assigned Professional Brett is an award-winning videographer and social-media specialist with approximately 10 years of professional experience producing high-impact visual content for digital, social, event and brand campaigns. He combines production craft with an understanding of how modern video needs to perform across social platforms.
Mary Rolands | Graphic Design & Photography SRIA Function: Graphic design, photography, digital creative, print collateral and brand consistency Experience: Approximately 6 years Key Personnel: No - Assigned Professional Mary specializes in modern, structured visual design and photography. Her work focuses on clean, contemporary brand assets that are organized, consistent and adaptable across digital, print, social, event and campaign applications.
Norma Lopez | Photography & Multicultural Strategy SRIA Function: Photography, strategic support, multicultural marketing and bilingual capability Experience: 20 years in the industry Key Personnel: No - Assigned Professional Norma combines photography, strategic thinking and multicultural insight. She helps shape campaigns that are visually strong while considering how messaging and imagery connect with diverse audiences. Norma strengthens UPSIDE's bilingual marketing capability and supports both creative execution and campaign strategy.
TEAM MODEL Allan is the point. The team is the support. SRIA gets one accountable senior leader with specialists behind him.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
ANNUAL ALL-INCLUSIVE BUDGET
Tab 3 - Proposed Fee Structure $135,000 annual not-to-exceed. Full scope. Full transparency. Annual All-Inclusive Not-to-Exceed
$135,000
Average Monthly Planning Budget
$11,250
SRIA Stated FY27 NTE
$150,000
What the $135,000 Includes The proposed annual amount is all-inclusive for the scope of work and is intended to cover agency services, strategy, account management, creative, media placement and approved working media, public relations, website management and hosting, SEO, analytics, email marketing, photography, video production, graphic design, event support, visitor collateral, printing/production and other approved scope-related costs.
Media Buying & Monthly Documentation UPSIDE will place and manage approved media buys. Media and other hard costs may vary by month based on seasonality, events and strategic priorities. UPSIDE will provide detailed monthly invoices in arrears with supporting media invoices and other documentation sufficient for governmental audit. The average monthly planning budget is $11,250, but individual monthly deployment may vary while the annual total remains within the $135,000 not-to-exceed amount.
Annual Compensation Review Prior to each subsequent contract year, UPSIDE and SRIA may mutually review the scope of services, anticipated workload, media requirements, budget priorities and overall needs. By mutual written agreement, annual compensation may be adjusted upward or downward for the following contract year. There is no automatic escalation. If no adjustment is mutually approved, the then-current annual compensation remains in effect, subject to SRIA appropriations, approvals and the RFP terms.
NO SURPRISE FEES. NO HIDDEN MARKUPS. FULL TRANSPARENCY. The budget should be managed as one integrated program, with allocation moving to the areas that produce the greatest value.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
RECENT CLIENT REFERENCES
Tab 4 - References UPSIDE is supported by long-term relationships with organizations whose leaders can speak directly to Allan's responsiveness, strategy, execution and accountability. Bogin, Munns & Munns Spencer Munns 1000 Legion Place, Suite 1000 Orlando, FL 32801 407-578-1334 Spencer@boginmunns.com Current paid client • 6-year relationship
AdventHealth Sharon Line Clary, Senior Vice President 900 Hope Way Altamonte Springs, FL 32714 407-303-2800 SharonLine.Clary@AdventHealth.com Paid client • 6-year relationship
International Diamond Center Brian Stamey, Vice President, Marketing & Operations 3696 Ulmerton Road Clearwater, FL 33762 727-572-7258 ext. 121 Brian.Stamey@ShopIDC.com Current paid client • 5+ year relationship
LONG-TERM RETENTION IS A RESULT. Six years. Six years. Five-plus years. These references reflect relationships built through consistent performance, access and trust.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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UPSIDE | SANTA ROSA ISLAND AUTHORITY | SRIA-06-22-26-03
AGREEMENT FOR ADVERTISING, MARKETING & PUBLIC RELATIONS SERVICES
Tab 5 - Proposed Agreement This proposed agreement is submitted as an example of the working relationship UPSIDE proposes. It is intended to incorporate and remain subject to all requirements, terms and conditions of RFP SRIA-06-22-26-03 and applicable addenda. If any provision below conflicts with the RFP, the RFP controls.
1. Parties This Agreement is between the Santa Rosa Island Authority ("SRIA") and UPSIDEFL LLC, a Florida limited liability company operating under the brand UPSIDE ("Firm"). The Firm's principal office is 32 Palafox Place, Pensacola, Florida 32502.
2. Term The initial contract term shall be three (3) years, with one optional three (3) year renewal, for a possible total of six (6) years. No specific amount of work is guaranteed. Any renewal shall be subject to SRIA approval and applicable law, budget and procurement requirements.
3. Scope of Services The Firm shall provide the services described in RFP SRIA-06-22-26-03, including advertising media; website and email marketing for visitpensacolabeach.com and pensacolabeachecotrail.com; Pensacola Beach Air Show public information, public relations and graphic design; visitor guides and maps; public relations; agency services; production and photography; and other public-information, public-relations, graphic-design and special projects requested by SRIA. The Firm shall manage all aspects of both WordPress websites, including hosting, technical maintenance, security, content updates and overall website management, and shall develop and execute digital strategy and campaigns utilizing those properties.
4. Account Leadership, Accessibility & Approvals Randall Allan Sansom shall serve as the Firm's primary point of contact. The Firm shall maintain weekly engagement with SRIA staff, provide same-business-day response to normal requests where practicable, prioritize urgent press-release, event and public-information needs, provide estimated completion times and keep SRIA informed of delays or special considerations. SRIA staff shall review and approve advertising, creative materials, media plans and other campaign deliverables prior to implementation.
5. Compensation, Media & Invoicing For the first contract year, the Firm proposes an annual all-inclusive not-to-exceed amount of One Hundred Thirty-Five Thousand Dollars ($135,000). This annual amount includes the full approved scope, including agency services, media placement and approved working media, production, public relations, website management, creative development and other services necessary to execute the program. The annual amount is planned at an average of $11,250 per month, recognizing that actual monthly deployment may vary with seasonality, events and approved priorities. The Firm shall place approved media buys and submit media invoices and supporting documentation. The Firm shall invoice in arrears. Invoices shall be sufficiently detailed for governmental audit. Upon
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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approval, SRIA shall process payment in accordance with the payment terms stated in the RFP. No advance payments are required. Before each subsequent contract year, the parties may mutually review scope, workload, media requirements and budget priorities and may adjust annual compensation upward or downward only by mutual written agreement and SRIA approval. No automatic annual increase applies.
6. Budget Management & Transparency The Firm shall maintain full transparency regarding budget deployment and shall provide detailed monthly itemized statements. SRIA shall retain ownership and administrative control of its digital accounts and assets. The Firm will manage approved accounts and platforms on SRIA's behalf with appropriate administrative access.
7. Ownership of Work Product All advertising, original artwork, video and audio production, photography, creative materials, website content and data prepared for and purchased by SRIA shall become SRIA's sole property when paid for according to the contract, subject to any pre-existing rights in properly licensed third-party materials. Copyright to materials created for and purchased by SRIA shall vest in SRIA as required by the RFP.
8. Confidentiality The Firm shall safeguard SRIA information observed or received during the course of the contract and shall use such information only for purposes required by SRIA and the performance of this Agreement, subject to applicable public-records and legal requirements.
9. Insurance Before services commence and throughout the contract term, the Firm shall obtain and maintain the insurance required by the RFP, including general liability insurance of not less than $1,000,000; workers' compensation as required by Florida law; and advertiser's liability coverage of not less than $1,000,000, including coverage for libel, slander, trademark, trade name or copyright infringement and invasion of privacy. SRIA and the persons identified in the RFP shall be named as insured/additional insured as required by the RFP.
10. Indemnification The Firm shall comply with the indemnification obligations contained in the RFP, including the obligation to save, defend, indemnify and hold harmless SRIA, its individual board members, agents, employees, counsel and staff from claims arising from the Firm's conduct in performance of the contract as specified in the RFP.
11. Competitive Accounts / Conflict of Interest The Firm currently identifies no beach destination, destination marketing organization, tourism authority or other advertising account that it believes competes with Pensacola Beach or creates a conflict with SRIA. During the term, the Firm shall not accept a competitive advertising account without first submitting the potential conflict to SRIA for approval or rejection in accordance with the RFP.
12. Ethical Business Practices The Firm shall comply with the RFP's ethical-business-practices requirements, including prohibitions on gratuities and kickbacks associated with the solicitation, contract or subcontracts.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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13. Termination Without Cause SRIA or the Firm may terminate the contract in whole or in part, with or without cause, by providing written notice at least thirty (30) days before the effective date of termination. Following notice from SRIA, the Firm shall provide only those services specifically approved or directed by the SRIA Executive Director, and the parties shall comply with the remaining termination obligations stated in the RFP.
14. Transition & Continuity At commencement, the Firm shall coordinate a documented transition of websites, hosting, domains, analytics, advertising accounts, email platforms, creative assets, media files, photography/video libraries and other SRIA resources. The goal is to optimize with zero disruption. At termination or transition to another provider, the Firm shall cooperate in returning or transferring SRIA-owned assets and access in a professional and orderly manner, subject to SRIA direction and the RFP.
15. Annual Performance Review The Firm shall provide automated monthly performance reports and shall be prepared to provide an annual presentation to the SRIA Board summarizing accomplishments, campaign performance, budget utilization, key outcomes, recommendations and strategic priorities for the upcoming year. Randall Allan Sansom will personally lead the annual presentation.
16. Entire Relationship / RFP Control The RFP, all applicable addenda, the successful proposal and the final executed agreement shall govern the relationship. This proposed agreement does not seek to add terms inconsistent with the RFP. To the extent of any conflict, SRIA's RFP terms and the final executed agreement control.
17. Authorized Representatives UPSIDEFL LLC ("UPSIDE")
SANTA ROSA ISLAND AUTHORITY
By: ______________________________ Name: Randall Allan Sansom Title: Founder & Managing Member
By: ______________________________ Name: ____________________________ Title: _____________________________
Date: _____________________________
Date: _____________________________
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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DISCLOSURE & COMMITMENT
Tab 6 - Conflict of Interest UPSIDE currently represents no beach destination, destination marketing organization, tourism authority or other advertising account that UPSIDE believes is in competition with Pensacola Beach or creates a conflict of interest with the Santa Rosa Island Authority. UPSIDE agrees that during the term of any engagement with SRIA it will not accept a competitive advertising client without prior SRIA review and approval. If a prospective account may create or appear to create a conflict, UPSIDE will disclose the prospective conflict to SRIA and will abide by SRIA's determination in accordance with the RFP.
Related Experience That Is Not a Current Conflict UPSIDE and Allan Sansom have experience and collaborative relationships across professional services, healthcare, retail, sports, nonprofit, event and community organizations. Prior collaboration involving Visit Orlando and the City of Orlando is not a current destination-marketing contract and is not represented as a competing tourism account.
COMMITMENT TO SRIA If selected, Pensacola Beach will receive the focused local attention, senior leadership and conflict transparency expected of an agency serving as an extension of the SRIA team.
Certification I certify that the foregoing conflict-of-interest disclosure is accurate to the best of my knowledge as of the date of submission and that UPSIDEFL LLC will comply with the competitive-account requirements stated in RFP SRIA-06-22-26-03. Signature: ____________________________________
Date: ____________________
Randall Allan Sansom
Founder & Managing Member
UPSIDEFL LLC ("UPSIDE")
32 Palafox Place, Pensacola, FL 32502
Final Statement Pensacola Beach is already special. UPSIDE does not want to change what makes it special. We want more people to know about it, experience it and come back to it. With direct senior leadership, modern digital capability, full transparency and a team rooted in Northwest Florida, UPSIDE is ready to help SRIA build on what already works and move the destination forward.
AWARENESS. MODERNIZATION. COLLABORATION.
UPSIDE • 32 Palafox Place, Pensacola, FL 32502 • Allan@UpsideFL.com • 407-969-2121
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Proposed Fee Structure RFP No. SRIA-06-22-26-03 | Advertising, Marketing & Public Relations Services
$135,000 ANNUAL ALL-INCLUSIVE NOT-TO-EXCEED Annual All-Inclusive Not-to-Exceed
$135,000
Average Monthly Planning Budget
$11,250
What the $135,000 Includes The annual amount is all-inclusive for the approved scope of work, including agency services, strategy, account management, creative, media placement and approved working media, public relations, website management and hosting, SEO, analytics, email marketing, photography, video production, graphic design, event support, visitor collateral, printing/production, and other approved scope-related costs.
Media Buying & Monthly Documentation UPSIDE will place and manage approved media buys. Media and other hard costs may vary by month based on seasonality, events, and strategic priorities. UPSIDE will provide detailed monthly invoices in arrears with supporting media invoices and documentation sufficient for governmental audit. The average monthly planning budget is $11,250; individual monthly deployment may vary while the annual total remains within the $135,000 not-to-exceed amount.
Annual Compensation Review Before each subsequent contract year, UPSIDE and SRIA may mutually review scope, workload, media requirements, budget priorities, and overall needs. Any change in annual compensation would require mutual written agreement and SRIA approval. There is no automatic annual escalation.
FULL SCOPE. NO SURPRISE FEES. FULL TRANSPARENCY. One integrated budget. Flexible allocation. Clear monthly documentation.
R. Allan Sansom Founder & Managing Member | UPSIDEFL LLC ("UPSIDE") 32 Palafox Place, 2nd Floor, Pensacola, FL 32502 | 407-969-2121 | Allan@UpsideFL.com | UpsideFL.com
UPSIDE | SRIA RFP No. SRIA-06-22-26-03 | August 11, 2026