Scope: 1. Strategy Development and Consultation
· Initial Consultation and Planning:
Once selected, the vendor agency should meet with ICHC stakeholders to understand the center’s goals, target audiences, and vaccination efforts. Conduct and utilize campaign research to develop a detailed marketing plan that outlines the strategies and tactics for promoting COVID-19 vaccination.
· Target Audience Identification:
Work with ICHC to identify specific target audiences (e.g., underserved communities, senior citizens, at risk populations, young adults, etc.) and tailor the messaging accordingly.
Key Messaging Development:
Develop clear, effective, and culturally relevant messaging that promotes:
- The importance of COVID-19 vaccination.
- The safety and efficacy of vaccines.
- The availability and accessibility of vaccination services at ICHC. o Addressing vaccine hesitancy and providing factual, empathetic messaging.
- The availability of ICHC to provide healthcare to the community.
Creative Services
· Branding and Design:
Create promotional materials that are visually engaging and aligned with ICHC’s brand. This includes:
Social media graphics, posters, flyers, and brochures if applicable.
· Content Development which may include but is not limited to:
Develop written, audio, and video content for various platforms. This should include: o Social media posts (graphics, text, videos).
Informational materials such as FAQs, brochures, and pamphlets.
Short video ads (for social media, websites, and TV). o Testimonial videos from vaccinated patients or healthcare professionals.
Digital Marketing
· Social Media Campaigns:
Create and manage social media campaigns (Facebook, Instagram, Twitter, etc.) to raise awareness about vaccination opportunities.
Organic posts and paid ads (if applicable).
Use of targeted ads to reach specific community groups.
· Online Advertising:
Run paid digital ads (Google Ads, Facebook Ads) promoting vaccination services, focusing on geographic and demographic targeting.
Media Relations and Public Relations
· Press Releases and Media Outreach:
o Draft and distribute press releases to local media outlets to announce key vaccination initiatives, events, and milestones.
· Media Buy:
If applicable, buy media space in local publications (newspapers, magazines), TV, and radio stations to advertise ICHC’s VOCID-19 vaccination services.
Monitoring and Reporting
· Performance Metrics and Analytics: Monitor the effectiveness of marketing campaigns using KPIs (Key Performance Indicators), including:
Website traffic (vaccination-related visits). o Social media engagement (likes, shares, comments).
Click-through rates (CTR) and conversion rates on digital ads. (If applicable)
· Reporting: Provide regular, detailed reports on campaign performance, insights, and suggested adjustments. These reports should be provided as agreed upon with ICHD.
Include recommendations for improving engagement and vaccination rates
Timeline and Deliverables
· Campaign Launch: Set a timeline for the campaign’s rollout, including key milestones and deliverables.
Campaign funds need to be used before June 30, 2025.
· Ongoing Support and Updates:
Provide continuous support for updates to campaigns, creative content, and messaging as needed throughout the duration of the project.
Due Date: February 24, 2025 at 11:00 A.M
Contact: packetresponse@ingham.org (517) 676-7322
