City of St. Louis Department of Health Issues Advertising RFP

2019-10-14 by Jim Crickell

The City of St. Louis Department of Health (DOH), Bureau of Communicable Disease is soliciting proposals for qualified radio / internet radio broadcast providers for the purposes of radio/internet radio advertising to promote City of St. Louis HIV Prevention Services, its programs and partners, and to enhance the exposure of the Health Stop to its target audience as well as traditionally underserved populations throughout the City of St. Louis and surrounding MO counties. (City of St. Louis, St. Louis County, St. Charles, Franklin, Jefferson, Lincoln and Warren)

Background:

DOH is issuing this competitive RFP for qualified radio / internet radio broadcast providers for the purposes of radio / Internet radio advertising to promote City of St. Louis HIV Prevention Services, its programs and partners, and to enhance the exposure of the Health Stop to its target audience as well as traditionally underserved populations throughout the City of St. Louis and surrounding MO counties.

To more effectively address the STIs (including HIV) epidemic, sexual health service providers continue to seek new and innovative ways to raise awareness of STIs (including HIV) in their communities. To assist sexual health service providers and public health departments, Centers for Disease Control and Prevention (CDC) has developed media toolkits to raise awareness of STIs (including HIV), destigmatize and encourage routine sexual health screening, reduce high-risk behaviors, and improve retention in care and viral suppression among persons living with HIV. Utilizing social media and other emerging communication technologies will enable DOH to standardize STI (including HIV) awareness messaging, increase awareness about available sexual health resources, and more effectively reach focus populations across the St. Louis region.

Integrating radio broadcast/ internet radio advertising into RRAs (Risk Reduction Activities) will encourage participation, and heighten awareness, conversation and community engagement. The dissemination of key messages influence health decision making through the promotion and marketing of HIV Prevention Services. Because the communities most impacted by HIV/AIDS are also disproportionately affected by sexually transmitted infections (STIs) and Hepatitis C (HCV), integration of qualified radio / Internet radiobroadcast providers into HIV prevention services and activities are highly desirable and strongly encouraged.

As defined by the CDC, RRAs are the provision of services that educate CDC’s prioritized focus populations about HIV transmission and how to reduce the risk of HIV transmissions. It also includes the provision of information dissemination about medical and psychosocial support services and counseling to help clients with HIV improve their health status. CDC’s prioritized populations include African American/Black Men Who Have Sex with Men (AA MSM), White Men Who Have Sex with Men (W MSM), Latinx Men Who Have Sex with Men (L MSM), and African American/Black High-Risk Heterosexual Females (AA HRH F).

Applicants should able to integrate existing CDC supported campaigns and key messages. The contracted agency (with the assistance of the contractor) will develop a marketing plan that will include existing programs and activities for prevention awareness and treatment of HIV and STI’s. In collaboration with community partners and the community, applicants should consider high risk sectors of the region when developing key messages and campaigns, using culturally appropriate strategies tailored for the communities for which they are intended.

Scope of Work:

Radio broadcast/ internet radio advertising in the St. Louis Regional Service area must include the following:

·         (550) 0.30 seconds commercials, promoting RRA and Prevention Services aimed to the targeted audience 14-50 yrs.

·         Monthly content and or / participation of HIV awareness days including but not limited to the following national days of observance:

·         World AIDS Day

·         Woman and Girls HIV and AIDS Awareness Day

·         Global Female Condom Day

·         National Black HIV Awareness Day

·         National HIV Testing Day

·         Pride Month

·         Black Pride

·         Website marketing 728×90 leaderboard and 300×250 tile ad on website

·         Logo inclusion in customer landing page, dynamic lead, mobile banner, and billboards (40 live in St. Louis and Out of State)

·         Sponsor mention in pre-recorded and pre-air live mentions

·         A minimum of 10 live remote broadcasts to promote HIV Prevention Programs and or RRA

·         Creative concepts and campaigns for all forms of media including digital and social media.

·         Social network following and sponsored ads ( Facebook, Instagram ,Twitter)

·         Develop a broadcast schedule to reach focus populations.

·         A minimum of 2 participation promotional concerts with collaboration with contractor

Service components may include:

Provide monthly media analytics report and/or Key Performances Indicators (KPI) including but not limited to:

·         Engagement Rate: The amount of user interactions (Likes, comments and shares) that occur with your Page.

·         User Activity: Identifying the times of days and the days of week in which users are most engage

·         Distribution of Users: Identifying which areas are the user from (zip codes)

·         User Demographics: Distribution of the demographics of the users

Due Date:

10/22/2019

Address:

Franda Thomas, M. Ed

City of St. Louis Department of Health

Bureau of Communicable Disease

1520 Market Street, Room 4027

St. Louis, MO 63103

ThomasF@stlouis-mo.gov

(314) 657-1461

Relevant agencies include DKC PR and Alison Brod PR.