Council on Aging (COA)Request for Proposals (RFP) for Advertising Services

Submission Deadline: Noon, November 1, 2023

Introduction and Purpose of this Request for Proposals (RFP):

Council on Aging (COA) seeks to contract with a qualified, full-service advertising firm to provide comprehensive advertising services during fiscal year 2024 (Oct. 1, 2023 – Sept. 30, 2024). The purpose of this RFP is to identify an agency partner with a proven track record of developing and executing successful advertising campaigns for clients in the social service and non-profit industries. The budget for this one-year contract will not exceed $284,000.

About Council on Aging

Council on Aging of Southwestern Ohio (COA) is a nonprofit organization dedicated to enhancing quality of life for older adults, people with disabilities, their families and caregivers. We promote choice, independence, dignity, and well-being through a range of services that help people remain in their homes for as long as possible.

Founded in 1971, COA is part of the national aging services network and is a state-designated Area, Agency on Aging for Butler, Clermont, Clinton, Hamilton and Warren counties. COA serves as the “front door” through which individuals can access the wide variety of aging- and disability-related programs and services available in the region. In an unbiased capacity, COA’s role is to help individuals navigate the complicated long-term care system to identify programs and services to best meet their needs.

As an Area Aging on Agency, COA is responsible for planning, coordinating and administering local, state and federally funded programs and services for older adults, people with disabilities and caregivers in our planning and service area.

Council on Aging’s mission is to enhance lives by assisting people to remain independent through a range of quality services.

Annually, COA provides in-home care services to more than 26,000 individuals and receives more than 58,000 requests for information and referral.

Internal Communications Team

During this contract, the successful bidder will work closely with COA’s Director of Communications and other members of the Communications Department to develop and execute an overall advertising strategy. The department consists of: a Director; Strategic Communications Consultant; Communications Specialist-Events; and Communications Specialist-Community Outreach.

COA has worked with a variety of external partners to plan and execute various advertising campaigns but has never contracted with a full-service agency of record.

Existing Advertising and Marketing Channels

Using internal and external resources and partners, COA currently uses the following channels for marketing and advertising purposes:

Current/Past Paid Advertising Channels Other Marketing Channels

·         Facebook/Instagram Agency Website

·         Display (Google Ads Network) Twitter

·         Search/Pay Per Click Google Business Profile

·         LinkedIn E-Newsletter

·         YouTube Email Marketing and SMS (Constant Contact)

·         Radio

·         TV

·         Sponsorships/Partnership

·         Print – Newspaper, magazines, special publications

·         Billboards

·         Niche websites

·         Professional organization digital and print advertising.

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