Early Learning Coalition of Osceola County Issues RFP For Marketing and Outreach
Deadline for Receipt of Proposals: January 28, 2024 – 5:00 p.m.
SECTION 1: INTRODUCTION
1.1 STATEMENT OF NEED
The purpose of the Early Learning Coalition of Osceola County is to develop, implement, and monitor the School Readiness (SR) and Voluntary Prekindergarten Programs (VPK) to ensure Osceola County’s youngest citizens will receive quality, comprehensive early learning services appropriate to their needs, thereby assuring their readiness to enter kindergarten.
The goal of this ITN is to contract with a company(nies) that would allow for a three-pronged marketing and outreach campaign that includes digital/mobile, physical, and grassroots outreach to increase number of families applying for SR/VPK services and increase community awareness of the importance of early learning with a focus on vulnerable and underserved areas.
Negotiations can happen with various companies/vendors to ensure that these are selected based on their areas of expertise.
The Coalition issues this Invitation to Negotiate (ITN) with the explicit understanding that minor and major changes may be made, up to and including the option to rescind this ITN in its entirety, if such is in the best interest of the Coalition.
SECTION 3: SCOPE OF WORK
The purpose of the Early Learning Coalition of Osceola County (ELC) is to develop, implement, and monitor the School Readiness (SR) and Voluntary Prekindergarten Programs (VPK) to ensure Osceola County’s youngest citizens will receive quality, comprehensive early learning services appropriate to their needs, thereby assuring their readiness to enter kindergarten.
The goal of this ITN is to contract with a vendor(s) that would conceptualize, design, and implement two separate marketing and outreach campaigns that are unique, and family centered. Campaigns
should include a three-pronged marketing and outreach strategy for both ELC programs that includes digital/mobile, physical, and grassroots outreach to increase number of families applying for SR/VPK services and increase community awareness of the importance of early learning with a focus on vulnerable and underserved areas. The ITN is also requesting supplemental photography and video services to support the campaigns.
All proposals should incorporate the ELC approved brand guidelines (attachment 1) and be bilingual in English and Spanish with the potential to include Creole material as well. All proposals should include strategies to complete Osceola County market research especially related to vulnerable and underserved populations as well as campaign evaluation metrics.
Negotiations can happen with various vendors to ensure that these are selected based on their areas of expertise.
The budget for this procurement will be determined based on the available funding of $975,000.00
Program Descriptions:
School Readiness – Florida’s School Readiness Program (SR) offers financial assistance to eligible low income families for early education and care so they can become financially self-sufficient, and their young children can be successful in school in the future. SR Program Voluntary Pre-Kindergarten – Florida was one of the first states in the country to offer free prekindergarten for all 4-year-olds regardless of family income. VPK Program
Each program campaign must include, but is not limited to, strategies for:
1. Digital/Mobile Marketing
a. School Readiness Enrollment Campaign
i. Search, Video and Display ads via search engines
ii. Social Media/Streaming Services
b. VPK Enrollment Campaign
i. Search, Video and Display ads via search engines
ii. Social Media/Streaming Services
2. Physical Marketing
a. School Readiness Enrollment Campaign
i. Promotional Items
ii. Billboard and Bus/Bus Stop Ads
b. VPK Enrollment Campaign
i. Promotional Items
ii. Billboard and Bus/Bus Stop Ads
3. Grassroots Marketing
a. School Readiness Enrollment Campaign
i. Community, Faith-Based, and Local Business Advertising
ii. Local Newspaper and Local Radio Advertising
iii. Direct Face-to Face Family Outreach
iv. Promotional Items
b. VPK Enrollment Campaign
i. Community, Faith-Based, and Local Business Advertising
ii. Local Newspaper and Local Radio Advertising
iii. Direct Face-to Face Family Outreach
iv. Promotional Items
4. Supplemental Photography/Video Services (amendment to application?)
a. Professional family and early learning provider photos and video
Interested vendors must submit a letter of intent:
• Description of their experience as a marketing agency
• Description of their experience working with non-profit organizations
• Description of their ability and resources working within the Osceola County community
• Resources available, including staffing to launch campaigns in a 6–9-month period
• Based on the scope of work, what is your vision for our project (within 1000 words)
• Description of the approach you would take to allocate the funds within the various areas of the scope of work
• Success stories – other community level campaigns and outcomes
Vendors invited to negotiate must be ready to:
• Provide timelines of each campaign
• Expected cost for each campaign/initiative
• Projected locations where campaigns will run
• Report on expected outcomes of each campaign
• Be available to meet in-person and/or virtually to ensure completion of campaigns
• Be able to provide a full presentation based on identified criteria
• Provide measures as to how the campaigns will impact the community
The budget for this procurement will be determined based on the available funding of $975,000.00.
