MARKETING RFP ISSUED BY ALASKA
The Ladies First Program (formerly the Breast and Cervical Health Check Program) works to address barriers to cancer screening for underserved populations. The Division of Public Health is seeking an innovative marketing and design consultant to provide strategic and practical advice, as well as implement a marketing campaign, to increase the program’s profile and participation.
The Ladies First Program (formerly the Breast and Cervical Health Check Program) within the Division of Public Health (DPH), Section of Women’s, Children’s, and Family Health (WCFH), has been operating in the state of Alaska since 1995, addressing barriers to cancer screening for underserved populations. In addition to several other activities, Ladies First covers the out-of-pocket costs of breast and cervical cancer screening for women who meet certain age and income requirements. Ladies First seeks outreach to increase the number of women utilizing the program. Under the terms of its federal grant, the Ladies First Program is required to provide outreach and support patient navigation to women from the Center for Disease Control and Prevention’s (CDC’s) target population of uninsured or underinsured women who are at or below 250% of the federal poverty level – ages 40-64 years for breast cancer services and ages 21-64 years for cervical cancer services. The target population is sporadically, rarely, or never screened for breast and cervical cancer. Priority is given to women who have never been screened for cervical cancer services and women ages 50-64 years for breast cancer services.
Scope of Work:
The Division of Public Health is seeking an innovating marketing and design consultant to provide strategic and practical advice to increase the Ladies First Program profile and participation. This is to include a marketing campaign for the Ladies First Program to:
- Increase the profile of the Ladies First Program by expanding program messaging and communications opportunities and enhancing name recognition through small media campaigns to be measure by increased client enrollment
- Educate women about breast and cervical cancer risk and screening recommendations through messaging and communications opportunities
- Create materials and systems to inform women about Ladies First services and motivate them to seek screening
The contractor will be required to provide the following deliverables:
1. Participate in an initial meeting with the Ladies First Program Director and Outreach Manager within two weeks of the contract execution. The meeting will serve to further define the scope of work, provide clarification of the target population, discuss protocols for patient and provider contracts, and to establish a project timeline.
2. Provide a detailed project work plan within two weeks of the initial meeting. The work plan shall include a detailed budget and a projected target to measure impact of enhanced program marketing efforts.
3. Develop multi-pronged outreach campaign activities to motivate health screening and healthy behaviors. This shall include:
a. Outreach and distribution plan
i. Small media
b. Public Service Announcement (PSA) vetting and deployment
4. Collaborate with the Ladies First Program team to ensure that materials and activities comply with CDC evidence-based interventions (EBIs), including screening and outreach recommendations.
5. For the duration of the contract, the contractor will be available to meet with the Ladies First Outreach Manager monthly, either in-person or over the phone, to share updates on
6. Monitor the project budget, as well as prepare and submit monthly invoices to the Department of Health and Social Services (DHSS) Contracts office.
7. Share information with the Ladies First program staff from the initial phases of the project. This information will be about the public’s knowledge of the Ladies First program and health marketing trends in Alaska
March 18th, 2019.
Relevant PR agencies include Alison Brod PR and Rubenstein PR. h