The Alaska Mental Health Trust Authority is soliciting proposals to develop and implement various public relations and marketing communication strategies. The successful contractor will assist the Trust in the following:
- communicating how the Trust is working toward its mission and fulfilling its responsibilities;
- maintaining and building confidence among policymakers and stakeholders, that the Trust and the Trust Land Office are managing assets appropriately and effectively;
- increasing awareness and understanding of projects and initiatives that the Trust supports;
- increasing awareness and understanding of the issues and challenges confronting beneficiaries, their families and communities; and
- reducing stigma and discrimination associated with beneficiaries.
Background:
The Trust was created by congress before statehood. The state breached its Trust duty by mismanaging the land. The settlement of the resulting mental health lands Trust lawsuit in 1994 created a Trust authority consisting of seven Trustees. The Trust was reconstituted with $200 million and one million acres of land. The Trust Authority contracts with the Alaska Permanent Fund Corporation to manage the cash assets and the Trust Land Office in to manage the land.
The beneficiaries include Alaskans who experience:
- Mental illness;
- Development disabilities;
- Chronic alcohol or drug addiction;
- Alzheimer’s disease or related dementia; or
- Traumatic brain injury.
The Trust Land Office is responsible for managing the land and other natural resources owned by the Alaska Mental Health Trust Authority. The TLO generates revenue by leasing and sales of land; real estate investment and development; timber sales; mineral exploration and production; coal, oil and gas exploration and development; and sand, gravel and rock sales.
Regulations provide that Trust lands are managed solely in the best interest of the Trust and its beneficiaries and among other things, require that the TLO:
- Protect and enhance the long-term productivity of Trust land
- Maximize long-term revenue from Trust land
- Encourage a diversity of revenue-producing uses of Trust land
- Manage Trust land prudently, efficiently and with accountability to the Trust and its beneficiaries
The trustees are charged with overseeing the management of Trust assets as well as spending Trust income to improve the lives of beneficiaries.
Scope of Work:
The Alaska Mental Health Trust Authority is seeking a communications contractor to help communicate how the Trust (inclusive of both the Trust Authority Office and Trust Land Office) is working toward its mission on behalf of Trust beneficiaries. The relationship with the communications contractor will be viewed as a partnership in which the contractor will provide counsel and support to assist the Trust in its efforts.
The contractor will work on advancing the Trust brand and increasing awareness among identified stakeholders through a combination of innovative and integrated communications.
Offerors must demonstrate a commitment to thoughtful strategy, planning, execution and results. The Trust reserves the right to make multiple awards under this contract according to the qualifications of offerors based on two key areas that have been identified below.
The Trust recognizes that there may be duplicative work under both areas, and will allocate work according to contractor qualifications and capacity. Offerors must submit qualifications for a minimum of one or more key areas outlined below.
Offerors must specify which key area(s) they are selecting for consideration in response to the RFP. The Trust has discretion to award contracts that limit work to particular areas.
Key Area: Marketing/creative:
- Overall communications planning and strategy development
- Creative development: design and production of marketing materials e.g., annual report, collateral, video, displays, digital, radio, tv
- Social media presence and engagement
- Media planning and placement: development of an integrated media plan, buying and reconciliations to ensure media purchased was delivered
- Risk communications management: research, monitoring and analysis of public opinion, media coverage, and assistance in developing strategies to address any relevant issues
- Identify and employ strategies and tactics to further FASD understanding, awareness, and prevention.
Key Area: Public relations:
- Statewide earned media: proactive engagement, assistance in writing and production of fact sheets, news releases, press kits, opinion pieces, feature stories and editorial board meetings.
- Community relations: support in developing, scheduling and preparing engagement at variety of events
- Social media presence and engagement
- Risk communications management: research, monitoring and analysis of public opinion, media coverage, and assistance in developing strategies to address any relevant issues
- Secure earned media specifically on FASD.
Due Date:
June 1st
Address:
Alaska Mental Health Trust Authority
Attention: Valette Keller
Request for Proposal (RFP) Number: 19-001M
RFP Title: Public Relations & Marketing Services
3745 Community Park Loop Suite 200
Anchorage, AK 99508