The State of Utah launched a communication campaign in March 2020 to help educate the general and targeted publics regarding the state’s response to COVID-19. To support the campaign, the Governor’s Office performed an emergency request for proposal (RFP) to secure a marketing and communications firm. Through the emergency RFP, the campaign ran two advertising phases to keep the public informed during the pandemic. To continue the campaign through the end of the pandemic, the state is no longer able to operate the campaign under the emergency RFP. Therefore, the Governor’s Office is seeking a new contract to continue the campaign through an approved long-term procurement process.
Issuing Procurement Unit, Conducting Procurement Unit, and Solicitation Number
The State of Utah Division of Purchasing is the issuing procurement unit and the State of Utah Department of Health is the conducting procurement unit for this RFSQ (referred to as “the State”). The reference number for this RFSQ is Solicitation #CJ21-1. This solicitation number must be referred to on all bids, correspondence, and documentation submitted to the State relating to this RFSQ.
The contract will operate under the Utah Department of Health as a one-year contract with the ability for the state to renew on an annual basis for up to five years. The contract will begin September 1, 2020, and will be renewed annually based on the current situation of the pandemic. The budget for the campaign will be determined by state and federal funds dedicated to addressing the coronavirus impacts. An annual budget may range from $0.00 to $5 million based on the needs and allocated money to support communication activities. Award of a contract will be made with the highest-scoring firm based on the attached scoresheet. The cost will be determined through direct negotiation based on what is reasonable to the conducting procurement unit. Vendors are prohibited from communications regarding this RFSQ with the conducting procurement unit staff, evaluation committee members, or other associated individuals EXCEPT the State of Utah Division of Purchasing procurement officer overseeing this RFSQ. Wherever in this RFSQ, an item is defined by using a trade name, brand name, or a manufacturer and/or model number, it is intended that the words, “or equivalent” apply; and invites the submission of equivalent products by the Vendors. Vendors may be required to submit product samples to assist the chief procurement officer or head of a procurement unit with independent procurement authority in evaluating whether a procurement item meets the specifications and other requirements set forth in the RFSQ. Product samples must be furnished free of charge Description unless otherwise stated in the RFSQ, and if not destroyed by testing, will upon written request within any deadline stated in the RFSQ, be returned at the Vendor’s expense. Samples must be labeled or otherwise identified as specified in the RFSQ by the procurement unit. The State reserves the right to conduct discussions with the Vendors who submit Statements of Qualification determined to be reasonably susceptible of being selected for award.
Scope of Work:
Statement of Qualifications
The selected marketing and communication firm must demonstrate their experience and ability to manage a statewide public awareness campaign during the COVID-19 pandemic. The Firm will need to be dedicated in a manner that demands extreme commitment and the ability to adapt messaging and creative assets instantly, including potential tight deadlines, after hours, weekends and holidays.
● The overall objective of this communication effort is to ensure Utah residents receive actionable, timely, consistent, relevant, and correct information that will calm fears while arming each individual with the information needed to make wise choices throughout the duration of this health event (based on Utah’s State of Emergency in effect).
● To create a trusted single source of truth aimed at eliminating multiple dispensers of information which may vary in their messages and require coordination and alignment with multiple state agencies and public and private public awareness campaign partnerships.
Target Audiences The following is a breakdown of the Utah target audiences:
1. All Utahns
2. High risk individuals
3. Multicultural communities
5. Health care providers and health care institutions
6. Nursing homes, long-term care facilities
7. Community leaders and charitable organizations
The successful Firm will demonstrate its capability to produce and carry out a multi-faceted, statewide public education and media campaign that empowers residents to make the appropriate decisions and take the appropriate actions in order to protect themselves and others during the COVID-19 outbreak. Utah residents must be able to grasp the concept that social norms may be different as we work to respond to the outbreak. The Firm shall address in specific terms its plans for delivering each item listed below.
1. A media/marketing campaign that will be successful in encouraging Utah residents to adopt appropriate behaviors to limit the spread of disease and death.
2. Development of accurate, professional content for existing website, social media, and collateral materials (print, copy, graphics, multimedia, talking points) within developed graphic standards and brand. (No “rebrand” to maintain consistency and ongoing use of existing materials).
3. Multi-platform ad buy to reach statewide audiences, and strategies for maximizing the ad-buy budget.
4. Coordination of translation of content (Spanish and up to 10 languages for the refugee communities) with state health translation service.
5. Follow strategic direction from the state’s coronavirus communications task force and advise on information gaps where additional messaging may be useful.
6. A dedicated Firm point-of-contact to embed with key COVID-19 responders on the Joint Information Committee in order to accurately inform the creation of campaign materials.
7. Work within existing state and partner channels to amplify materials dissemination.
Timeline and Budget
The contract will operate under the Utah Department of Health as a one-year contract with the ability for the state to renew on an annual basis for up to five years. The contract will begin September 1, 2020, and will be renewed annually based on the current situation of the pandemic. The budget for the campaign will be determined by state and federal funds dedicated to addressing the coronavirus impacts. An annual budget may range from $0.00 to $5 million based on the needs and allocated money to support communication activities. Agencies must submit their Firm rates for creative, production, strategy and administrative support upon request.