County of Santa Clara Issues Communications Support RFP

Through this RFP, the OSH is searching for a firm or combination of firms to 1) produce marketing materials for the Office of Supportive Housing and to 2) implement a communications plan to meet the targets of the Housing Bond. The overarching goals of the communications plan are to:

• Reduce the stigma associated with homelessness, poverty, and mental illness
• Effect behavioral change in order to engage, activate and energize broad support to meet the housing targets set forth by the Housing Bond

With the selection of a qualified creative team, the County seeks to implement an insightful and inspired campaign delivering effective messaging and tactics to achieve a decisive level of market penetration. The precise campaign tactics to be employed would be determined by the selected firm’s communications plan. Metrics will include quantitative data such as advertising impression rates, digital marketing impact, and attendance at community events related to homelessness and housing solutions. Other qualitative data may include the depth of community engagement and perceptions regarding homelessness and mental health.

Background:

The mission of the County of Santa Clara’s (County) Office of Supportive Housing (OSH) is to increase the supply of affordable housing for extremely low income and/or special needs households served by the County, and to make homelessness rare, brief, and nonrecurring. The OSH’s major activities include efforts to organize and operate homeless services countywide, including homelessness prevention, crisis response, and Permanent Supportive Housing and Rapid Re-housing programs. In addition, the OSH strives to increase the supply of housing by funding and spurring the development of housing for low-income households, with a particular focus on extremely low-income households. Ultimately, the solution to homelessness is more affordable housing with a prioritization for the poorest and most vulnerable residents who are disproportionately impacted by the lack of affordable housing.

In Santa Clara County, more than 7,000 people are living outside on any given night, of these, approximately 5,000 of them do not have access to any type of shelter, leaving them vulnerable and constantly at risk. For many of the working poor in our community, homelessness is just a crisis away. Given the high cost of living in Silicon Valley, losing a job, a major accident, or an emergency could result in homelessness. Often based solely on appearance or living circumstances, many homeless people face the stigma that they are unstable and dangerous. A lack of education and false generalities, among other factors, have led to NIMBY-ism (Not In My Backyard) by some members of the community which, at times, detracts focus on viable and proven housing solutions to address the homelessness crisis.

To provide more housing opportunities for the community’s most vulnerable populations, the County plans to develop housing that is targeted for extremely low income and very low income households. OSH is the lead department within the County implementing a voter approved $950 million bond program known as the 2016 Measure A Affordable Housing Bond (Housing Bond). The Housing Bond provides the County with an unprecedented opportunity to partner with cities, residents, and the affordable and supportive housing community to significantly address the housing needs of the community’s most vulnerable populations including veterans, seniors, the disabled, low and moderate income individuals and/or families, foster youth, victims of abuse, homeless men and women, and individuals suffering from mental health or substance abuse illnesses. The Housing Bond proceeds will contribute to the creation of at least 4,800 units of supportive housing units. The Housing Bond will leverage other funds to support the development of another 4,000 to 5,000 units of housing affordable to low income and moderate income households. In addition, the Housing Bond will assist approximately 1,000 first-time homebuyers.

Scope of Work:

Through this RFP, the County seeks services that may include, but are not limited to the following:

Execution/Project Management

• Campaign strategy and implementation
• Key Performance Indicators and data analytics

Creative

• Artistic direction and graphic design

Content

• Market research
• Campaign development
• Content production
• Website enhancement and optimization

Media

• Planning, purchasing, placement and auditing

Public Relations

• Earned media, public relations, social media content, and promotion of special events and public meetings related to developing permanent supportive housing Logo development is not necessarily an ad campaign component, though the County looks to a proposer’s recommendation on this issue.

Due Date:

October 1st

Address:

Alejandra Herrera Chávez

Office of Supportive Housing

3180 Newberry Dr. # 150

San Jose, CA 95118

Re: RFP-FY19-OSH-003 – Communications Support and Planning

ZENO Group and Makovsky PR should be considered for this assignment.