Canton Issues Marketing and Advertising RFP
Introduction
The purpose of this invitation is to obtain the services of a marketing and advertising firm, hereinafter referred to as “Consultant”, to perform a service for the City of Canton Department of Development, hereinafter referred to as the “City”. The City is seeking qualifications and proposals from consultants interested in producing a marketing and advertising plan for the HUD Lead Abatement Grant (“Plan”). The Plan shall provide grant marketing services to promote the HUD Lead Abatement Grant and develop a “go to” identity for the City and all programs administered by the City.
Project Background
The Lead Safe Canton program provides a low or no cost way for home owners meeting a specific criterion to have lead removed from their home. The City of Canton received $3.3 million from the U.S. Department of Housing and Urban Development (HUD) for the purpose of removing lead-based paint hazards and other health hazards in homes. As part of the program, improvements may be made to homes and often include items such as new windows, doors, interior and exterior paint, siding, etc. The City anticipates assisting approximately 160 households.
Why is this important to the City? Lead is a toxic metal that can cause serious health problems if it’s ingested or if dust containing lead is inhaled. Up until 1978, when federal regulations restricted the use of lead in household paint, lead was a common component in exterior and interior paints. As long as lead paint is in good condition, and the surface hasn’t been broken, the paint will not pose a serious threat. The problem is when the lead paint starts deteriorating, dust and flakes of lead paint begin accumulating on surfaces such as window sills, counter tops, floors, children’s toys, clothes, and bedding. Paint chips and dust containing lead can also contaminate the soil and play areas around the home. Lead paint is dangerous to children because it tastes sweet, which encourages children to put lead chips and toys with lead dust in their mouths. This increases the risk of accumulating harmful amounts of lead in their bodies.
Anyone can be dangerously affected by the exposure to lead, but children under age 6 are especially vulnerable to lead poisoning for several reasons. A child’s growing body absorbs more lead than adults, therefore the young child’s brain and nervous system are more sensitive to the damage lead can cause. Lead stunts their growth and can cause kidney damage, it also delays their development and causes behavioral problems. Lead also poses a threat to unborn babies. If there is lead in a mother’s system, it can pass to the fetus and cause premature birth, low birth weight, and brain and nerve damage.
This Grant Will Stimulate the Local Economy
Local contractors are needed to do the abatement work and install improvements. To be a Contractor for the city of Canton’s lead hazard control program you must:
1. Be licensed with the state of Ohio Department of Health as a lead abatement contractor
2. Be EPA certified for Repair, Renovate, and Paint (RRP) and possess the EPA Firm certificate
Scope of Services
Consultants are asked to describe the tasks required to successfully carry out the Scope of Services outlined below. However, Consultants may include additional services that the Consultant is capable of providing and which, in the Consultant’s opinion, would enhance the implementation of the proposed Scope of Services. The Plan will encompass all jurisdictions covered by the City. The Plan must include the following elements:
Consultant needs to provide grant marketing services to promote and develop a “go to” identity for the City and all programs administered by the City.
– The Consultant’s capabilities must include some or all the following creative production and media purchasing activities and experience (if these services do not currently exist in-house, please indicate in your proposal how the capability will be added, and the services provided):
• Television – programmatic broadcast, addressable
• Print – all methods (or channels) of print
• Audio – network, satellite, internet, and podcasts
• Direct mail – statewide
• Online – all methods of online, including display and rich media placements, content placements, retargeting placements, and paid search
• Public relations
• Event publications
• Social media – content development, strategy, and management
• Email – content development, strategy, and distribution
– Creative services: ability to develop advertising concepts, themes, and slogans; design advertising and publication layouts; produce videos; develop stories that align with and support a larger creative
– Media research, evaluation, purchase, and placement services: ability to provide the highest quality experience and skills in media strategy, including research and evaluation of all mediums and advertising channels (video, print, digital, social, audio, etc.) as well as superb skills in negotiating, placement, and purchase of media buys
• Traditional: content and creative production for television (broadcast, cable satellite, connected, alternative), print, audio, direct mail, and out-of-home (ooh) – Planning and development of comprehensive media schedules for television, print, audio, direct mail, and ooh, aligning with and complementing digital media campaigns – Traditional media buying, including television, print, audio, and ooh – Assist in planning and producing presentations for various marketing presentations throughout the year
• Digital: develop and produce content and creative for digital (display, native, rich media, paid social, paid search, etc.), video, audio, and out-of-home (ooh) – Planning and development of comprehensive media schedules for digital, video, audio, and ooh, aligning with and complementing traditional media campaigns – Media buying, implementation, and management of digital, video, audio, and ooh placement – Assist in planning and producing presentations for various marketing presentations throughout the year
• Social media: identify emerging technology and trends in social media to enhance and expand social media platforms by executing robust, innovative, creative, strategic, and engaging strategies and campaigns that are aligned with the brand – Ongoing social media activities shall include, but are not limited to, real-time community management, production and management of social media assets including photography and video, monthly and campaign-specific reporting, paid promotions, monthly content planning, and additional program support as needed
• Email: create an effective and creative email marketing program for both consumer and industry contact lists – Provide strategy for content messaging, increased engagement, list development, etc. – Develop email templates and be responsible for content writing, email design, coding, testing, and deployment
• Events: concept, develop and execute robust and engaging brand activation events – Create marketing elements and materials related to the specific event and promotion of activation – Coordinate and support event activation outreach in key or emerging markets.campaign, from concept to storyboard to final production: produce rich media and conversion-centric digital elements; and copywriting for print, email, audio, television, etc.
Questions
Please direct all questions regarding this RFP in writing by 4:00 PM local time on May 11, 2022 to:
Andrew Roth, Director of Purchasing
Answers to questions will be posted as Addenda to this Request for Proposals no later than May 16, 2022, 4:00 PM local time.
Deadline and Submission Procedures:
Consultants interested in being considered for these services must provide their proposals by 4:00 P.M. on May 20, 2022. Proposals received after this deadline will not be considered. Electronic copies of your proposal may be submitted via the City’s sourcing tool, Vendor Registry. Vendor Registry is free for your use with City sourcing events (https://www.cantonohio.gov/448/Purchasing-Procurement).
to the following:
Andrew Roth, Director of Purchasing
City of Canton Purchasing Department
218 Cleveland Ave. SW, 4th floor
Canton, OH 44702
